MAKING THE MOST OUT OF SIEM
Oliver Phillips – Senior Account Manager, UK
Cathy He – Education Manager, China
Zainab Malik – Education Analyst, Hong Kong
Anna Esaki-Smith – Editorial Director, Hong Kong
Stephen Farnsworth – Global Exhibitions Manager, UK
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AGENDA
SIEM – Introduction & the story so far
Oliver Phillips
Good practice case studies
Cathy He
Making the most of education intelligence
Zainab Malik & Anna Esaki-Smith
Making the most of exhibitions
Stephen Farnsworth
www.britishcouncil.org/siem
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amended, copied or distributed without express written permission.
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WHY SIEM?
You want…
Access
Flexibility
Transparency
Quality
We want…
To maintain strong relationships with the UK education sector
We all want…
To ensure the positive development of UK education as a high quality
option for international audiences
To contribute to the positive and sustainable development of the UK’s
international education industry
…a partnership!
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SIEM SO FAR
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SIEM SO FAR
50+ countries
Around 200 staff globally
Reaching millions of prospective students through GREAT and Education UK
5000 + services delivered to 365 institutions annually
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SIEM SERVICES
Marketing products
Professional training and development
Exhibitions
Education Intelligence
Partnering and consultancy
Service menu designed to be enabling, not restrictive. Tell us what you want to
achieve and we will find a solution to suit you…
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HOLISTIC SOLUTIONS
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OUR NETWORK
Get connected…
We want to get to know you. Contact staff for a free briefing.
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ACCOUNT MANAGEMENT
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ACCOUNT MANAGEMENT
Keep us informed – we’re here to help
Can service requests across multiple countries
The front line for customer service
An increasing number of institutions are inviting us to planning days
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BRITISHCOUNCIL.ORG/SIEM
www.britishcouncil.org/siem
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amended, copied or distributed without express written permission.
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This presentation contains information sourced either by the British
Council itself or in collaboration with its research partners and is of a
general nature. While the British Council makes every effort to ensure
that the information provided in the presentation is accurate and up
to date, the British Council makes no warranty (whether express or
implied) and accepts no responsibility for the accuracy or completeness
of the presentation.
The British Council does not assume any legal liability, whether
direct or indirect, arising in relation to reliance on the presentation.
Any references to third party organisations in this presentation are
not an endorsement by British Council of those organisations.
www.britishcouncil.org/siem
© 2013 British Council
The British Council is the United Kingdom’s international organisation for
cultural relations and educational opportunities.
www.britishcouncil.org/siem
© 2013 British Council. All rights reserved. This document may not be
amended, copied or distributed without express written permission.
MAKING THE MOST OUT OF SIEM
Best Practices
British Council China
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amended, copied or distributed without express written permission.
CASE STUDY 1 – X UNIVERSITY
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MARKET NEED
Establish presence in China
- build up partnerships
- explore joint programmes
- identify direct recruitment opportunity
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amended, copied or distributed without express written permission.
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BRITISH COUNCIL SOLUTION
Four phases in 2 years:
1.
2.
3.
4.
Understanding the market – scoping report
Raising profile – coordinated visiting programmes
Building partnership – networking events
Establishing joint programmes and recruiting students –
brokering services
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OUTCOMES
So far,
- four partnership agreements signed
- a wide network of key contacts developed
- the first winter school programme in Jan 2014
- the first batch of students to be recruited in next autumn
“…our relationship with British Council has felt bespoke – entirely
tailored to delivering on our needs and wants.”
Next step: facilitate the setup of two joint programmes and student
recruitment
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CASE STUDY 2 – Y COLLEGE
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MARKET NEED
Facing difficulties to recruit students in China
- unwillingness of agents to send students
- ineffectiveness of promotion
- lack of support from partner schools
- declining student numbers
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amended, copied or distributed without express written permission.
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BRITISH COUNCIL SOLUTION
1.
2.
3.
4.
5.
6.
Market and partner analysis
Identify the right markets & right partners
Develop a new agent strategy
Build up capacity and knowledge
Develop robust marketing approaches
Year-round marketing campaign
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amended, copied or distributed without express written permission.
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OUTCOMES
DOUBLE its first-year student enrolment from mainland China
“The SIEM consulting team have been very helpful and supportive
of our recruitment initiative…... The specialist and targeted
guidance has helped us to increase student numbers
significantly ... Super work!”
Next step: develop the T2 markets and engage more on digital
marketing
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amended, copied or distributed without express written permission.
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CASE STUDY 3 – Z SCHOOL
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MARKET NEED
Recruit students in East Asia
- Which markets to focus on & why
- Which marketing channels
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amended, copied or distributed without express written permission.
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BRITISH COUNCIL SOLUTION
Two phases:
Phase 1:
- A market background briefing with 5 countries
- 3 markets selected
- Market strategy & marketing activities advised
Phase 2:
- A seamless visit programme covering 3 markets over 12 days
provided
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OUTCOMES
- Gain an on the ground understanding of each market
- Shortlist a number of qualified agents
- Meet prospective students and parents
“The visit was very successful and that assistance and organisation
provided by you and your colleagues at the British Council was first
class with us making some very productive associations with the
agents with whom you arranged introductions.”
Next step: follow up visits & advise on marketing strategies for
coming years
www.britishcouncil.org/siem
© 2013 British Council. All rights reserved. This document may not be
amended, copied or distributed without express written permission.
25
This presentation contains information sourced either by the British
Council itself or in collaboration with its research partners and is of a
general nature. While the British Council makes every effort to ensure
that the information provided in the presentation is accurate and up
to date, the British Council makes no warranty (whether express or
implied) and accepts no responsibility for the accuracy or completeness
of the presentation.
The British Council does not assume any legal liability, whether
direct or indirect, arising in relation to reliance on the presentation.
Any references to third party organisations in this presentation are
not an endorsement by British Council of those organisations.
www.britishcouncil.org/siem
© 2013 British Council
The British Council is the United Kingdom’s international organisation for
cultural relations and educational opportunities.
www.britishcouncil.org/siem
© 2013 British Council. All rights reserved. This document may not be
amended, copied or distributed without express written permission.
Education
Intelligence
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Making the most of
Education Intelligence
© 2013 British Council. All rights reserved. This document may not be amended, copied or distributed without express written permission
Education
Intelligence
Global research
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Education
Intelligence
Education Intelligence annual subscription packages
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Education
Intelligence
Education Intelligence reports
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Education
Intelligence
Education Intelligence data tools
(exclusive to subscription holders)
Higher Education Student Data tool
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Student Insight Data tool
Education Intelligence: Interactive Access
© 2013 British Council. All rights reserved. This document may not be amended, copied or distributed without express written permission
Education
Intelligence
Education Intelligence: Interactive Access
Exclusive free trial for all UK institutions
The free trial runs from 5 December 2013 to 31 January 2014.
Two simple steps to access the tool, for free:
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1.Go to http://ei-data.siem.britishcouncil.org/
2.Login with your personal British Council Services for International
Education Marketing (SIEM) account
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Education
Intelligence
Strategic consulting
Our
expertise
Internationalisation strategies
Market scoping
English language
Skills sector
New models of transnational delivery
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Emerging markets
Market-course alignment
Programme monitoring and evaluation
Niche programmes
Competitor analyses
Stakeholder views
Delivery of blended learning
Employability
© 2013 British Council. All rights reserved. This document may not be amended, copied or distributed without express written permission
Education
Intelligence
Making the most of Education Intelligence
General trends
• The shape of things
to come
• The future of the
world’s mobile
students
• Megatrends
• HESA data
• EI scoping research
Market
environment
• Country
Briefs/Interactive
Access
• TNE data
• Student Insight
• Portrait of a TNE
student
• Partnership Access
• Inside Guide
Pakistan
Strategic research
•
•
•
•
Market assessment
Demand
Sentiment audit
Competition &
partners
• SWOT
• OTG environment
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Education
Intelligence
Feel free to contact Education Intelligence for more information:
EI.support@britishcouncil.org.hk
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Thank you!
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MAKING THE MOST OUT OF EXHIBITIONS
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