The i-graduate ICEF Agent Barometer 2016 North America

Transcription

1 The i-graduate ICEF Agent Barometer 2016 North America

2 About i-graduate Established in 2005 In Over 1400 Institutions Across 30 Countries Feedback from over 2.3 Million Students 2

3 The i-graduate ICEF Agent Barometer Online survey developed in partnership by i-graduate & ICEF Established in 2007, the ICEF Agent Barometer has tracked the opinions of agents across the world for 10 years The 2016 study ran during September - October Overall 1,111 agents responded from 108 countries 8

4 Survey: Incentives 11

5 Survey front page All materials strictly copyright i-graduate

6 Today s focus Recruitment/ Management Destination attractiveness Agent Profile ICEF Agent Barometer Scope of Activity Placements Best Study Destination Marketing Student Concerns 6

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8 Summary of agent demographics 1,111 agents responded from 108 countries 12% India Nepal Brazil Canada 28% 7% Russia Pakistan Vietnam Australia Nigeria China Mexico Italy 2% 2% 2% 2% 2% 2% 2% 3% 3% 3% 3% 3% 3% 4% 4% UK Saudi Arabia Colombia Ukraine OTHER Turkey Spain Bangladesh Kazakhstan 8

9 Institutions represented of agents represent between 2-30 institutions More than 100 Base No: 1,073 9

10 Total students placed 2 22% 23% This has increased from 19% in % 1 10% 6% 7% 8% 6% 4% 6% 4% 3% 6% 4% 2% 0% Base No:

11 Contracts with institutions 3% 1% Yes, always 21% Yes, sometimes No 7 Don't know Base No: 653 Do you have contracts in place with the institutions you work with? 11

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13 Student services (Top 10) Pre-departure briefing Program selection counselling Program applications 86% 90% 89% Visa processing Promotional materials 83% 83% Interviews Accommodation on-campus residence Airport pick-up Health insurance 77% 7 73% 71% Base No: 742 Career counselling 68% 50% 60% 70% 80% 90% 100% What services does your company provide to students as clients? 13

14 Leads from online sources 17% 17% Base No: % 18% 16% 16% 0-10% 10-20% 20-30% 30-40% 40-60% 60%+ What percentage of your leads come from an online source (website, social media)? 14

15 Most important tool in managing business Salesforce (generic) 4% Other 11% Excel 21% Base No: 719 Salesforce (customised) 11% Paper 12% Google Docs/Dropbox 22% Custom in-house technology 19% Which tool is most important in managing your business? 15

16 Client marketing communication 70% Facebook 60% 50% 40% Linkedin/Xing/other professional networking sites Other social media 30% 20% Twitter 10% Youtube 0% Reach out to students Market a program Do not use Reach out to Parents Communicate with your educator partners Expect your partner educators to supply Application process for a program Base No: 645 What type of marketing communication do you use to reach your clients? 16

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18 Number of students placed in last 12 months English Language Programs University: Graduate/Postgraduate University: Undergraduate Work & Travel Programs Secondary and High School Diploma MBA Programs Vocational Diploma/Further Education University: Foundation Certificate/Foundation Work & Study Programs Pre-Masters/Postgraduate Qualifying Program (PQP) Internships University: Distance Education/Online Learning

19 Number of students placed in the last 12 months: 5 year trend data Number of placements 2016 (897) 2015 (1358) 2014 (912) 2013 (995) 2012 (776) Total 207, , , , ,734 Schools 11,436 16,202 39,419 26,523 12,500 Vocational Education 9,728 9,546 16,259 15,978 15,646 Foundation 6,540 8,811 16,080 11,189 12,489 Undergraduate 23,812 32,692 42,923 31,575 33,347 Graduate/Postgraduate 26,720 40,386 46,461 35,879 31,895 MBA Programmes 9,580 11,678 13,209 21,835 8,031 Work & Travel 9,377 20,217 21,861 1,006 19,296 Language Courses 109, , , , ,530 Distance education/online learning 895 1,505 1,165 12,780 No data 19

20 Programme levels University: Undergraduate English Language Programs University: Graduate/Postgraduate MBA Programs University: Foundation Diploma Pre-Masters/Postgraduate Qualifying Program (PQP) Secondary and High School Certificate/Foundation Vocational Diploma/Further Education Work & Study Programs Internships University: Distance Education/Online Learning Work & Travel Programs Other 11% 30% 27% 22% 21% 6 61% 60% 57% 53% 53% 48% 79% 7 80% Base No: 1,076 0% 20% 40% 60% 80% 100% 20

21 Types of language courses General language 79% Language for academic purposes 6 IELTS preparation 57% Business/Professional language 43% TOEFL preparation 28% Cambridge exams preparation Language plus another subject Group study tour Language for High School Language for teachers 19% 16% 16% 1 13% TOIEC preparation Base No: 638 Other 0% 20% 40% 60% 80% 100% 21

22 Sectors of interest for work & study programs (top 10) Hospitality 57% Tourism 52% Financial Services Software Industry Healthcare 32% 31% 3 Service Industry Automotive Aviation Trade and Retail Events and Fairs Base No: % 20% 19% 18% 16% 0% 20% 40% 60% 80% 100% 22

23 Online learning interest 7% 4% 3% 0%- 1-10% 10%-20% 20%-30% 71% >30% Base No: 802 How large is the share of clients in your agency interested in online learning? 23

24 Subject areas of interest for online learning Business-related studies 8 Computer Sciences 32% Hospitality/Tourism 27% Engineering 22% Social Sciences 17% Media-related studies 17% Medicine/Healthcare 13% Natural Sciences 8% Base No: 676 Other 6% 0% 20% 40% 60% 80% 100% 24

25 Degree levels of interest for online learning MBA's 49% Postgraduate taught degrees (MA, MSc.) 41% Undergraduate degrees (BA, BSc, etc.) 34% Foundation Degrees 2 Postgraduate research degrees (PhD, DPhil) 17% Base No: 656 0% 10% 20% 30% 40% 50% 60% 25

26 Placing students in countries - Language courses USA United Kingdom Canada Australia Ireland New Zealand Malta Germany France Spain 0% 0% 30% 23% 27% 20% 2 16% 21% 30% 36% 37% 40% 34% % 38% 43% 36% 43% 43% 61% 62% 61% 58% 59% 54% 54% 54% 51% 49% 59% 56% 49% 51% 6 70% 64% 73% 64% 70% 70% 67% 67% 68% 77% 79% 79% 79% 2016 (686) 2015 (1072) 2014 (511) 2013 (591) 2012 (605) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 26

27 Placing students in countries Secondary and High School Canada USA United Kingdom Australia New Zealand Ireland Germany France Switzerland Spain 33% 36% 26% 23% 29% 17% 14% 29% 34% 20% 14% 14% 31% 28% 20% 13% 10% 26% 27% 16% 9% 11% 29% 29% 19% 7% 10% 19% 22% 10% 41% 41% 42% 63% 57% 67% 70% 57% 53% 56% 73% 59% 46% 54% 70% 67% 61% 50% 49% 77% 2016 (415) 2015 (522) 2014 (303) 2013 (319) 2012 (352) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 27

28 Placing students in countries Vocational Diploma/Further Education Australia Canada USA New Zealand United Kingdom Ireland Singapore Switzerland Malaysia Italy 32% 37% 37% 32% 34% 37% 28% 38% 12% 11% 29% 40% 20% 9% 10% 24% 32% 18% 7% 8% 26% 29% 16% 7% 11% 20% 27% 12% 16% 23% 13% 62% 62% 62% 49% 50% 66% 54% 47% 61% 58% 67% 56% 57% 76% 79% 82% 98% 2016 (346) 2015 (590) 2014 (238) 2013 (230) 2012 (367) 0% 20% 40% 60% 80% 100% 120% 28

29 Placing students in countries University: Undergraduate Canada USA Australia UK New Zealand Germany Ireland Malaysia Switzerland Singapore 30% 29% 33% 18% 18% 29% 21% % 33% 22% 14% 1 26% 2 17% 10% 13% 30% 28% 21% 10% 9% 2 23% 13% 38% 4 59% 5 67% 58% 57% 62% 61% 54% 51% 66% 6 54% 49% 56% 49% 71% 76% 72% 7 74% 71% 2016 (648) 2015 (970) 2014 (517) 2013 (563) 2012 (530) 0% 10% 20% 30% 40% 50% 60% 70% 80% 29

30 Placing students in countries University: Graduate/Postgraduate USA Canada Australia UK New Zealand Germany Ireland Malaysia France Switzerland 1 14% 12% 11% 13% 9% 12% 12% 8% 10% 16% 18% 20% 19% 21% 20% 21% 22% 19% 28% 28% 32% 28% 28% 31% 26% 2 36% 56% 5 49% 52% 53% 53% 54% 47% 54% % 61% 6 61% 62% 66% 73% 70% 73% 74% 73% 2016 (565) 2015 (843) 2014 (513) 2013 (538) 2012 (493) 0% 10% 20% 30% 40% 50% 60% 70% 80% 30

31 Placing students in countries MBA Programmes USA Australia UK Canada New Zealand Ireland Germany Malaysia France Singapore 14% 9% 10% 8% 9% 7% 9% 12% 13% 9% 11% 11% 13% 14% 20% 22% 26% 28% 27% 18% 27% 2 23% 19% 22% 21% 23% 23% 42% 42% 41% 49% 52% 49% 47% 52% 46% 46% 56% 56% 59% 57% 62% 70% 67% 67% 6 73% 73% 71% 2016 (433) 2015 (658) 2014 (329) 2013 (404) 2012 (420) 0% 10% 20% 30% 40% 50% 60% 70% 80% 31

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33 Trends in overall attractiveness: emerging markets Japan '16 Japan '15 Japan '14 Japan '13 Japan '12 18% 17% 12% 13% 12% 52% % 31% 3 34% 3 9% 8% 7% 9% 9% Malaysia '16 Malaysia '15 Malaysia '14 Malaysia '13 Malaysia '12 13% 11% 9% 9% 11% 37% 39% 38% 38% % 37% 37% % 16% 19% Singapore '16 Singapore '15 Singapore '14 Singapore '13 Singapore '12 12% 14% 11% 12% 11% 49% 4 47% 47% 42% 26% 28% 31% 28% 31% 13% 13% 12% 13% 16% Thailand '16 Thailand '15 Thailand '14 Thailand '13 Thailand'12 7% 2% 27% 2 19% 18% 23% 44% 47% 52% 51% 48% 22% 23% 24% 2 26% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very attractive Attractive Unattractive Very unattractive 33

34 Trends in overall attractiveness: traditional markets USA '16 USA '15 USA '14 USA '13 USA '12 Australia'16 Australia '15 Australia '14 Australia '13 Australia '12 Canada '16 Canada '15 Canada '14 Canada '13 Canada '12 UK '16 UK '15 UK '14 UK '13 UK '12 New Zealand '16 New Zealand '15 New Zealand '14 New Zealand '13 New Zealand '12 48% 39% % 32% 59% 60% 48% 53%58% 67% 73% 77% 77% 73% 64% 66% 67% 69% 64% 63% 64% 63% 64% 37% 48% 41% 51% 54% 54% 33% 31% 43% 37%34% 26% 20% 17% 16% 20% 29% 27% 27% 23% 28% 27% 28% 29% 29% 4% 3% 4% 6% 10% 4% 3% 9% 10% 11% 10% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very attractive Attractive Unattractive Very unattractive 2% 1% 2% 1% 2% 3% 2% 3% 3% 3% 3% 4% 3% 4% 4% 4% 4% 4% 3% 4% 4% 34

35 Overall attractiveness of Study Destinations in 2016 USA (613) Canada (629) Australia (605) Germany (472) Ireland (447) New Zealand (482) United Kingdom (576) Switzerland (362) Spain (361) Italy (359) France (425) The Netherlands (328) Japan (322) Malta (368) Singapore (307) China (329) Malaysia (310) UAE (279) South Africa (297) South Korea (279) Russia (295) Thailand (251) Hong Kong SAR (245) India (281) Philippines (253) Indonesia (240) 14% 2 34% 34% 32% 50% 50% 46% 44% 41% 61% 58% 79% 78% 77% 76% 73% 69% 69% 93% 92% 92% 88% 87% 87% 8 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 35

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37 Best study destination for English language courses Language courses (602) USA 12% Ireland 4% Other 6% United Kingdom 3 Country Rank Rank Rank Rank Rank Rank Rank UK Australia Canada USA Canada 21% Australia 22% 37

38 Best study destination for Secondary and high schools Secondary and High School (480) New Zealand 7% Other 8% Country Rank Rank Rank Rank Rank Rank Rank Canada UK USA Australia New Zealand Australia 11% Canada 3 USA 19% United Kingdom 20% 38

39 Best study destination for Foundation Programmes (University) University: Foundation (433) Country Rank 2016 Rank 2015 Rank 2014 Rank 2013 Rank 2012 Rank 2011 Rank 2010 UK Australia Canada USA 14% Other 12% United Kingdom 32% USA Canada 19% Australia 23% 39

40 Best study destination for Vocational Diploma/Further Education Vocational diploma / Further education (403) New Zealand Other 10% Country Rank Rank Rank Rank Rank Rank Rank Australia Canada USA New Zealand United Kingdom 8% Australia 36% USA 8% Canada 33% 40

41 Best study destination for Undergraduate Study (University) University: Undergraduate (524) New Zealand 2% Germany 3% Other 8% USA 32% Country Rank Rank Rank Rank Rank Rank Rank USA Canada Australia UK United Kingdom 1 Australia 16% Canada 24% 41

42 Best study destination for Graduate/Postgraduate Study (University) University: Graduate/ Postgraduate (492) Germany 3% Other 4% Country Rank Rank Rank Rank Rank Rank Rank USA Canada Australia UK New Zealand 3% United Kingdom 14% USA 37% Australia 18% Canada 21% 42

43 Best study destination for MBA Programmes University: MBA (466) Country Rank 2016 Rank 2015 Rank 2014 Rank 2013 Rank 2012 Rank 2011 Rank 2010 USA UK Australia Canada Other 10% Canada 14% USA 41% Australia 1 United Kingdom 20% 43

44 Best study destination for Work & Study Programmes Work and Study Programmes (378) Germany 3% Other 10% New Zealand United Kingdom 6% Canada 28% Country Rank 2016 Rank 2015 Rank 2014 Canada Australia USA UK New Zealand Ireland 9% USA 17% Australia 22% 44

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46 How many students expect to place in next 12 months by Programme Work & Study Programs (225) 3% 14% 83% University: Graduate/Postgraduate (572) 3% 1 82% University: Undergraduate (610) 2% 16% 82% Diploma (425) 3% 19% 78% Secondary and High School (399) 6% 17% 77% MBA Programs (469) 3% 20% 77% Internships (192) 20% 7 English Language Programs (670) 6% 19% 7 Work & Travel Programs (149) 6% 20% 74% University: Foundation (431) 22% 73% Vocational Diploma/Further Education (325) 3% 24% 73% Pre-Masters/Postgraduate Qualifying Program (PQP) (401) 4% 24% 72% University: Distance Education/Online Learning (129) 2 70% Certificate/Foundation (349) 2 69% 0% 20% 40% 60% 80% 100% Less The same More 46

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48 Study Visa concerns Canada USA United Kingdom Australia New Zealand Germany Ireland France Italy Russia Malta Spain Switzerland The Netherlands Malaysia Singapore Japan India China South Africa Philippines South Korea UAE Thailand Indonesia Hong Kong SAR 8% 7% 7% 6% 4% 4% 3% 2% 2% 2% 2% 10% 10% 1 22% 0% 10% 20% 30% 40% 50% 60% 39% 42% 48% 5 Base No:

49 Financial concerns USA United Kingdom Australia Canada New Zealand Ireland Germany Switzerland Russia Spain The Netherlands Italy France China UAE South Korea Malaysia Japan India Hong Kong SAR Singapore South Africa Philippines Malta Indonesia 6% 6% 4% 4% 4% 2% 2% 2% 2% 2% 2% 1% 1% 1% 1% 1% 11% 11% 10% 22% 26% 0% 10% 1 20% 2 30% 3 40% 4 50% % Base No: 82 49

50 Global Economic Situation United Kingdom USA Canada Australia Ireland Russia Spain New Zealand Germany France China UAE Switzerland Japan Italy Singapore South Korea Thailand South Africa Philippines Malta Malaysia India Hong Kong SAR The Netherlands Indonesia 9% 7% 6% 6% 6% 6% 4% 4% 4% 4% 3% 3% 1% 1% 1% 1% 1% 1% 1% 0% 0% 14% 13% 11% 21% 0% 10% 1 20% 2 30% 3 40% 4 50% 5 33% Base no: 70 50

51 Global Political Situation United Kingdom USA Australia Russia Germany France Canada New Zealand Malaysia Spain The Netherlands Japan Ireland Hong Kong SAR China 10% 8% 6% 6% 6% 4% 4% 2% 2% 2% 2% 2% 2% 31% 37% Base no: 51 0% 10% 1 20% 2 30% 3 40% 4 50% 5 In which countries did you experience these concerns/difficulties (Global Political situation)? 51

52 Main concerns/questions/complaints - BEFORE departing 70% 60% 50% 58% 52% 4 44% Base No: % 30% 20% 10% 29% 22% 12% 0% 52

53 Main concerns/questions/complaints BEFORE AND AFTER departing 70% 60% 58% Base No: % 50% 4 44% 40% 36% 39% 30% 20% 26% 20% 14% 29% 22% 23% 12% 21% 10% 0% Financial difficulties Difficulty with language Personal Safety Difficulty with accommodation Cultural difficulties Difficulty with the program Difficulty with teaching staff 53

54 Student mobility concerns 2 No Yes 7 Base No: 718 Have you experienced any student mobility concerns/difficulties in 2016? 54

55 Student mobility concerns year-on-year : 90% 80% 70% 60% 50% 40% 30% % % % Study visa Financial Global Economic Situation Global Political Situation Work visa Safety Accreditation Insurance Other 2009 The study visa concerns appear to be experiencing an upturn, as well as concerns with safety What are the main concerns/questions/complaints students and parents have? 55

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57 Marketing for institutions (top 10) Quick response times to enquiries and applications and regular communication updates (582) 93% Agent manual with fees and information (572) 91% Prompt payment of commissions (565) 90% Agent training workshops organised in the destination country (545) Financial support schemes, including scholarship/bursary schemes (545) Availability of an online application service (542) 87% 87% 87% Participation in an Agent Incentive scheme (534) Having guaranteed entry to specific education institution programs (533) Regular visits by you and/or your staff to the education institution (529) An online application form which guarantees me VIP service (provided all supporting documents have been % 80% 8 90% 9 100% 57

58 Marketing Promotional materials and campaigns Participation in education exhibitions in your country (618) 8% 38% 49% Marketing and visits to local schools/colleges (612) 6% 6% 43% 46% Individual institution brochures in English and your own language (627) 10% 42% 43% School/College profiles in your own agency brochure or handbook (616) 6% 10% 47% 38% Institution profiles on commercial websites/websites available in your native languages (598) 7% 19% 41% 33% Regular e-newsletters or e-zines sent to students (599) 7% 18% 48% 27% Giveaways (e.g. pens, keyrings, mouse pads, etc.) (597) 8% 2 42% 24% Editorial or Advertorial in local newspapers or magazines (590) 7% 24% 46% 23% 0% 20% 40% 60% 80% 100% Very unimportant unimportant important Very important 58

59 Marketing Packages and Offers Financial support schemes, including scholarship/bursary schemes (623) 6% 7% 30% 57% Having guaranteed entry to specific education institution programs (603) 7% 37% 51% 24 hour turnaround on admissions documents (606) 7% 8% 34% 51% An online application form which guarantees me VIP service (provided all supporting documents have been received) (607) 6% 9% 36% 49% Making packaged offers which include English language/elicos plus institution entry (588) 7% 12% 43% 38% 0% 20% 40% 60% 80% 100% Very Unimportant Unimportant Important Very Important 59

60 Marketing People and Staff Student leads provided to you by institutions (594) 6% 8% 40% 46% A local representative office to provide support to your recruitment activities (621) 9% 21% 28% 42% Regular visits to your office(s) by representatives (618) 7% 16% 42% 3 Marketing and Recruitment staff who speak the local language (615) 9% 26% 33% 31% Authority from institution for you to sign letters of offer (585) 11% 2 34% 30% 0% 20% 40% 60% 80% 100% Very Unimportant Unimportant Important Very Important 60

61 Marketing Services Quick response times to enquiries and applications and regular communication updates (623) 6% 1% 20% 74% Prompt payment of commissions (618) 6% 3% 29% 62% Agent manual with fees and information (624) 6% 2% 30% 62% Agent training workshops organised in the destination country (627) 6% 7% 3 52% Availability of an online application service (622) 6% 7% 36% 51% Participation in an Agent Incentive scheme (603) 6% 39% 49% Agent training courses via the internet (616) 11% 39% 4 Regular visits by you and/or your staff to the education institution (622) 9% 42% 43% 0% 20% 40% 60% 80% 100% Very Unimportnt Unimportant Important Very Important 61

62 62 Thank you for listening! These slides will be posted on the ICEF North America (Toronto 2018) event page, under seminar programme in a few weeks time. Please feel free to contact me with any comments or questions icann@icef.com