International Student Program
Member Workshop
Thursday, January 22, 2015
International Student Program Compliance
Paul Heasman & Cliff Mcleod
Ministry of Training, Colleges and Universities (MTCU)
ISP Designation
• ISP Designation Process Update
• ISP Re-Designation Process
• Imagine Canada Brand
• CIC Portal/Reporting Requirements
PCC Act, 2005 & Regulations
• Reporting Prepaid Unearned Revenue for Non-Vocational Programs
• Limit of 25% Tuition Collected in Advance
• Use of Trust Funds
International Marketing
Frank Gerencser
National Association of Career Colleges (NACC) Board of Directors
International Students - Regulations
2014 – Federal regulations are in place regarding international
students
2014 – Provincial governments develop lists of post-secondary
educational institutions eligible to receive international students
2015 – NACC hopeful that international students registered in career
colleges will be able to benefit from work permits
NACC’s Objectives
Maintain credibility of the sector:
• Raise standards (Code of Ethics, etc.)
• Detect and denounce fraud if it happens (registered or nonregistered schools)
Promote schools:
• Various tools (website, etc.)
• Tradeshows
• Media
Target Markets
India:
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•
•
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Large international market
Increase in need for vocational training
Growth in financial capacity to pay international tuitions
Increasing contacts between Canada and India (Free Trade
Agreement negotiations, etc.)
French North Africa:
• Traditional market for Francophone PCCs
Vietnam:
• Growing but (somewhat) untapped market
• Long-term objective – slow growth
What Should We Market?
• Education potential in Canada – bringing
international students to Canadian career colleges
• Sale of curriculum
• Partnerships, joint ventures and opening of
campuses in India
Coming Up…
• Increase in communications about:
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Website (January – March)
Code of Ethics (February – March)
Marketing Tools (February – December)
NACC Immigration Consultant (February – December)
• Delegation to Vietnam (April)
• Tradeshows in India – follow upcoming
announcements (April – May)
• Reception in Foreign Diplomats in Ottawa
(November)
Finding and Working with Agents
Caroline Lévesque
International Consultants for Education and Fairs (ICEF)
Changing Landscape
• According to the OECD, more than 4.1 million tertiary-level students
were enrolled outside their country of citizenship in 2010.
• As the international education industry has grown, two interconnected
dynamics have risen:
1 - Education institutions are attempting to recruit students from an
increasingly diverse range of markets, for a correspondingly diverse
range of programs.
2 - Students in these markets are faced with a much greater choice of
study abroad options at the country, institutional, and program levels.
Related to this, they are being courted by a far wider range of
education institution.
Many Agencies Have Built Businesses That
Offer Real Value to Educators, Students
and Families
• Provide thorough, accurate, current information on study options to
students
• Maintain good, transparent working relationships with institutions
• Participate in ongoing professional development and attain
membership in prestigious international education associations
• Establish a track record of matching students to the very best
possible study environment for their individual needs
• Are known to both student and institutional clients as trusted,
professional experts
How can institutions select high-quality agents?
How best can they engage with these agents to ensure
a high standard of service for students?
• International fairs and conferences
• Online: Websites, LinkedIn, etc.
• Visit agents in their home countries
ICEF Quality Controls & Professionalization of
Agents
• Quality-control screening process for agents that is considered to be
the most stringent in the industry
• ICEF Agent Status (IAS)
• Regularly evaluated to ensure ongoing compliance with ICEF‘s
standards
• Most provide references every two years
ICEF Workshops Cover The World
Meeting With Agents – Key Questions
• What geographical area do they cover?
• Company history - how long have they been in business?
• What is their company structure & number of staff?
• How many students do they handle each year?
• What other institutions do they represent (#, type, location)?
• How do they promote their agency?
• Are they members of an association?
• What marketing services do they provide?
• Other than student recruitment, what business activities do
they engage in?
Training & Professional Development
Opportunities for Agents
ICEF Training Course (IATC)
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•
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Tests agent knowledge of the
industry, key destinations,
fundamental skills, ethics and
operations
ICEF Trained Agent Counsellors
(ITACs)
ITAC Finder
www.icef.com/itacfinder
Canada Course for Education
Agents (CCEA)
•
Understanding of why Canada is a
top destination
•
Study options available
•
How to apply, costs, scholarships
•
How to best prepare to studying and
living in Canada
•
Canada Course graduates
http://www.icef.com/agenttraining/canada-course/canadacourse-graduates/ccgfinder.html
Various Compensation Structures
Vary between the time and the duration of the program
Most common, effective and transparent:
• Per head commission calculated on international student tuition fees (10-15%
to 15-25%)
Other forms of compensation:
• Set fee per head as marketing allowance
• Retainer fee over defined time period
• Student is charged (advising / handling / service fee)
* Payment procedures should be clearly stipulated and strictly adhered to
* Commission is paid once the student has arrived at the school and after the
registration drop date has passed
Motivation & Incentives
• Financial incentives
– Standard / variable commission rates
– Bonus (student volume & quality)
• Non-financial incentives
– Fam trips, scholarships, free courses for agent staff
– Organize competitions, reward program
• Best is combination of both – Set up a performance based agent incentive
program with points and prizes
Building Successful & Productive Relationships
• Provide continuous training and constant communication in order for the
agent to accurately represent your institution
• Ensure your agents are part of an integrated marketing plan and leverage
them in your other marketing activities (internet, exhibitions, advertising)
• Encourage agents to visit your school / campus as they will find it much
easier to market an institution they have seen for themselves
• Ensure that the agent’s promotional materials are regularly updated and, if
possible, produced in the representative’s language
Building Successful & Productive Relationships
•
Produce an agents’ manual including: relevant contact information,
programme descriptions, accommodation options, details of student
services, visa requirements, financial aspects (fees, payment, cancellation
procedures)
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Keep your institution’s profile a priority in the agent’s mind by sending
regular updates on school activities
•
Provide agents with financial and non-financial incentives
(i.e. free courses for agent staff, scholarships, organise competitions)
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Ask for and pass on student feedback
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Review your requirements and contracts periodically
The Most Successful Agents Have 3 Things in
Common:
1. They work closely and collaboratively with institutions
amid an atmosphere of mutual respect
2. They put the student first
3. They are in it for the long haul
Direct Marketing
Adrian Sharma
Career Colleges Ontario Board of Directors
Course Contents
•
Approval Rates
•
Identify the Market
•
Reactive Marketing
•
Proactive Marketing
•
Advantages of Direct Marketing
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Disadvantages of Direct Marketing
•
Ethical Practices
International Students with a Valid Permit on
December 31st by Top 10 Countries of Citizenship
Country
2011
2012
2013
People’s Republic of China
68,469
81,444
95,731
India
27,339
32,243
34,887
Republic of Korea
22,631
20,285
19,123
France
12,715
14,748
16,486
Saudi Arabia
14,180
13,930
13,955
United States of America
12,191
12,302
12,263
Brazil
3,270
5,126
7,757
Nigeria
4,432
5,481
6,903
Japan
6,018
6,486
6,604
Mexico
4,801
4,977
5,306
Source: http://www.cic.gc.ca/english/resources/statistics/facts2013/temporary/4-2.asp#fn23
China
China remains the largest education market in the world. Over 300 million
students are enrolled in the school system up to and including university. Each
year, 7 million students write entrance exams for university. Over the past 20
years, 300,000 students have studied abroad. The most popular destinations
for students from China include the UK, Australia, Canada, USA and Germany.
Student permits to Canada peaked in 2002 with a total of 17,000, but only
8,000 were issued in 2005. Most requested programs include Business,
Computer Science, Tourism and Engineering.
• Population: 1.33 bn
• GDP: $3.94 trn
• GDP per head: $2,960
Opportunities & Challenges
Parents and students from China still consider a degree the most important
factor in education, but college education with co-op placements are gaining in
popularity. The overall market has changed in recent years with many
institutions offering their programs in China. Chinese students and
representatives are more aware of the options offered to them globally.
Students often shop and compare before making a final choice. Flexibility and
cost are important factors in their selection of a school. Canadian education is
highly regarded. Partnerships with credible institutions in China may be a
means to recruit students directly into the College. Recruitment advantages
include a carefully selected agent network, well-structured recruitment
seminars and on-site admissions.
India
Of the 10 to 15 million students seeking entrance into Indian universities, only 6
million will find spaces. Over 100,000 Indian students study abroad each year.
The top destinations are the US, the UK, and Australia followed by Canada. It is
estimated that half a million Indian families can afford overseas education. The
Indian government continues to push for economic growth, and India is ranked
4th in the world for purchasing power.
• Population: 1.13 bn
• GDP: $1.33 trn
• GDP per head: $1,130
Opportunities & Challenges
Since many Indian students already have university degrees, they often look to
supplement their education with practical training from Canadian colleges.
Programs of interest include Mechanical Engineering, Biotechnology, Business,
and Information Technology. Graduate Certificate programs are in high
demand, and co-op placements are very attractive to Indian students.
The perception of Indian students about the Canadian college system presents
a challenge. They expect advanced standing as the result of their university
courses. Indian students also look for good value for their money and shop
around using local Indian agents as resources.
Reactive/Proactive Marketing
Reactive Marketing
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Social Media
SEO
Proactive Marketing
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Agents
Agent Fairs
Career Fairs
Educational Institutions
Advantages of Proactive Marketing
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Brand control
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Direct relationships with influencers, decision makers and end-users
(students)
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Personal touch
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Tailored message to "in person" audience
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Opportunity to visit with local Canadian embassy/consulate offices
Disadvantages of Proactive Marketing
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Higher upfront cost
- Travel (transportation, accommodations and meals)
- Promotion (fair fees, advertising, etc.)
- Human Resources (salary for sending representatives to countries)
• Chance of having no return on investment
• Time required to make trip (two weeks minimum)
• Representatives from educational institutions need to be trained in cultural
sensitivity to deal with various issues
• Difficult to find representatives who are "internationalists" and willing to put in
the hours to build the relationships
Ethical Practices
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Reputation of Third Parties (agents)
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Providing Immigration Advice (Bill C-35)
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Use of Representative Forms
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Collaboration in our Industry – Non-Transfer
Regulated International
Student Immigration Advisors
Bob Brack
Immigration Consultants of Canada Regulatory Council (ICCRC)
Healthcare for International Students
Stephanie Hiltz
Ingle International
Monica Agius
St. Andrew’s Insurance
Citizenship & Immigration Canada
“The Government of Canada does not pay for the medical costs of
foreign students. Health coverage for foreign students varies
among the provinces. Contact the school to which you are
applying to receive more information about medical coverage and
health insurance.”
Choices For Schools
1) No involvement — accept any insurance from anywhere
- No control, least amount of work for school, riskiest option for students
2) Have set standards and options for your students
- Medium level of control, high workload for school, flexible for students
3) Arrange for insurance on behalf of your students with one company
- Highest level of control, easy for school, safest for students
Different health insurance policies offer different levels of coverage —
not only in terms of benefits, but also with limits and eligibility.
Why Is Insurance From A Canadian Company Ideal?
Key Advantages to Using a Canadian Company
Experts on the Canadian
System
Overall Policy Limit
Benefit Variety and Limits
Faster Claims Turnaround
24/7 Emergency Assistance
Multilingual Representatives
Access to Information During
your Business Hours
Fair Pricing and Direct Billing
How Much Can It Cost?
It Takes An Army… Who Gets Involved?
• Family Members
• Agents
• School Administrators
• Emergency Assistance Department
• Insurance Companies
• Healthcare Providers
• Claims Managers
• Others
Managing Risk
Consider partnering with an international student insurance
provider and do your research!
It is important to choose a company that can provide you with all of the tools necessary to
help your international students in the event of a medical situation.
Be Aware!
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Mental health support is crucial to the personal success of any student
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International students are especially vulnerable to mental illness
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Look for resources provided by your insurer to help educate your staff and
students to aid mental health or prevent mental illness
www.studyinsured.com/health-tips/educators-agents/student-mentalhealth
To maintain a healthy international
reputation, it is important that your students
are well cared for while away from home.
Get the right support!
If you are unsure about a plan or
product -- just ask!
Your insurer should be able to answer all of your questions
regarding coverage and processes
English as a Second Language (ESL)
Support and Programs
Carmen Valero
Career Colleges Ontario Board of Directors
ESL Support & Programs
Centre for Canadian Language Benchmarks
http://www.language.ca
Canadian Language Benchmarks
http://www.cic.gc.ca/english/pdf/pub/language-benchmarks.pdf
Language Assessment & Standardized Testing
TOEFL: http://www.ets.org/toefl
IELTS: http://www.ielts.org
ESL Books & Resources
http://www.longmanesl.ca/pdf/2013-elt-catalogue.pdf
http://info.englishcentral.net/EC-2014-Catalogue%20%282%29.pdf
ESL Faculty & Teachers
http://www.teslontario.org