EDUCATION AND CAREER XXI FAIR IN SAINT PETERSBURG, 21.-22.11.2008
http://www.spb.znanie.info/eng/main.html
About the fair in general:
- Open for everyone.
- Most of the exhibitors are local universities.
- The international section rather small: a list of the exhibitors at:
http://www.spb.znanie.info/eng/participants.html.
- Organiser´s estimation on visitor numbers beforehand: Total number of visitors for the
approximate 18000 for two days. Approx. 5000-7000 interested in education abroad.
Approx.1500-2000 students interested in Bachelor’s Degree and approximate same number,
perhaps a little bit less, interested in Master’s Degree. The number of visitors was less than
estimated – app. 2000 people visited the international section (our estimation). The international
exhibitors were all located on the 2nd floor of the hall, which also influenced the limited visitor
numbers.
- The fair well marketed in Saint Petersburg: newspaper ads, big posters in the city etc.
- The visitors included: young people app.16-17yrs. (not a direct target group for higher education
studies), young people suitable for higher education studies (both Bachelor and Master level),
parents with their children.
- The language skills of the visitors in English were rather limited -> even though a potential
applicant for an international degree programme must be fluent in English, a Russian speaker at
the stand as well as some material in Russian is a must.
- A Russian student representative was a great benefit.
- The local organiser RTV/Znanie was mainly good. The communication beforehand was excellent
and compared to prices given by some international fair organisers (Weba etc.), the local
organiser was the cheapest. -> It is recommended to look out the local organiser as the
experience shows that their prices are the lowest.
- The prices for this occasion were:
 Fully equipped (basic furniture incl.): 6 sqm= 930€, 9 sqm=1260€, 12 sqm=135€/sqm +
VAT 18%
 Some extra costs for wireless Internet connection, rent of the brochure stands,
presentation hour etc.
- In general it seems that the more pictures and shine in the materials the better for Russian
markets.
- It was very good and beneficial to be presented together: the University of Oulu and the Oulu
University of Applied Sciences. One gets the whole picture of the study possibilities and it
enhances the cooperation between the higher education institutions.
- Material should be sent beforehand. A good logistics company to Russia: PexLogistics. It is
important to send the material early enough to Russia. It is difficult and expensive to send
anything back to Finland -> have a plan of what to do with the material that is possibly left.
The exhibition stand
General
- Size 12 sqm, a corner stand. A corner location is a plus. International exhibitors have normally a
stand of 6 sqm or 9 sqm.
- Too many stand workers at the same time can be off-putting or distracting, but a big booth needs
more than 2 workers at the same time (not very cost-effective).
- We did not put an ad to the fair catalogue, which was the right decision. All organisers were listed
in the catalogue, but the ad would have not brought any added value this time. Ads in the
catalogues are rather expensive.
- We did have a separate presentation at the lecture hall one day that was separately advertised by
the organiser in the fair. The presentation possibility was worth using, even though there were
app. 12 interested people in the audience.
- Fair staff should know the whole academic system (Doctoral study opportunities incl.) and
knowledge about other higher education institutions in Finland is a plus.
- Info-folders for the stand workers needed. The folders would include the list of programmes, the
basic info about the study structures, application processes and times etc. That would make it
easier for the workers to show the basic information.
Material
- The posters with the lists of all international degree programmes were good (English/ Russian).
- Finnish map and a map showing the location of the Oulu Region needed.
- YOU-OULU postcards worked well: in the future less text and the website should be more visible
and in the www-form.
- The fact that the teaching is in English should be communicated more clearly.
- A folder etc. for the material would be good.
- Look at Oulu brochure (in Russian) worked well.
- Too many different brochures not recommended –rather only a few. Otherwise it is confusing not
only for the representatives, but also for the visitors.
- We had the following amount of material:
- 2 boxes Look at Oulu Brochures, 400 pieces: good amount
- 1 box degree programme brochures, 250 pieces, University of Oulu: less would have been
enough
- 1 box different kinds of OUAS brochures: only one kind recommended, app. 300 pieces would
have been enough
- 2 boxes Study in Oulu-cards, app. 5000 pieces: way too many, 500-1000 would have been
enough
- 1 box different materials from EFA
Counting the visitors/ follow up
- One cannot count the visitors for the whole time. Following the visitor number at the stand for
example during two separate hours is a good way to estimate the total visitor numbers.
- It is very important to collect the contact information of the interested visitors and potential
applicants. We used two ways: online form (both higher education institutions used their own
online systems) and contact information forms on paper. Some students found it too “difficult” to fill
in the online form and preferred the paper document. Paper documents are also needed as one
cannot ever be sure that the Internet connection works.
- It is also important to remember to follow up on those that give their contact information.
YOU-OULU marketing image
- Feedback on the image was collected in a written form from 12 young persons. The feedback was
positive. The image gave following impressions about the Oulu area: a warm, welcoming, positive
and nice town (a small town), beautiful nature, North. The material was seen professional and
different by few respondents. The workers at the stand were seen very nice and welcoming and
the respondents had the feeling that they got answers to all their main questions. Finland was well
known beforehand, but Oulu as an area was unknown for the most. As the questionnaire was
given to persons that stayed at the stand for a longer time, all of the respondents stated that they
got interested in studying in Oulu area.
Main questions of the visitors among others:
- Price of studies and living
- Study opportunities of different levels: Bachelor, Master, Doctoral
- Teaching language
- Prerequisites for application
- Quality of education (as it is free)