The i-graduate ICEF Agent Barometer Sarah Mines, Sales Director Canada, ICEF

Transcription

1 The i-graduate ICEF Agent Barometer 2015 Sarah Mines, Sales Director Canada, ICEF

2 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 9 years The 2015 study ran for 3 weeks during October Overall 1,671 agents responded from 110 countries 8

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4 Summary of agent demographics 1,671 agents responded from 110 countries 10% India Nepal Brazil Russia 34% 9% Pakistan Turkey 6% Nigeria Spain Colombia Ukraine 6% UK Vietnam 2% 2% 2% 2% 2% 3% 3% 3% 3% 3% 3% 3% 4% Canada Australia Italy China Mexico Other In which country is your office located? 4

5 Institutions represented % of agents represent between 2-20 institutions % of agents represent over 100 institutions More than 100 Base No: 1,591 Approximately how many institutions does your company represent? 5

6 Total students placed 2 22% 20% 19% 1 10% 7% 7% 7% 6% 6% 9% 4% 3% 6% 3% 2% 0% Base No: 1,364 How many students have you sent in the last 12 months? 6

7 Contracts with institutions 2% 1% Yes, always 22% Yes, sometimes No 74% Don't know Base No: 1,064 Do you have contracts in place with the institutions you work with? 7

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9 Leads from online sources 1 17% Base No: 1,133 14% 20% 1 19% 0-10% 10-20% 20-30% 30-40% 40-60% 60%+ What percentage of your leads come from an online source (website, social media)? 9

10 Most important tool in managing business Salesforce (generic) Other 8% Salesforce (customised) 11% Excel 24% Base No: 1,133 Paper 12% Google Docs/Dropbox 22% Custom in-house technology 18% Which tool is most important in managing your business? 10

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12 Programme levels English Language Programs University: Undergraduate University: Graduate/Postgraduate MBA Programs University: Foundation Diploma Pre-Masters/Postgraduate Qualifying Program (PQP) Certificate/Foundation Secondary and High School Vocational Diploma/Further Education Work & Study Programs Internships Work & Travel Programs University: Distance Education/Online Learning Other 9% 31% 30% 24% 20% 62% 62% 57% 5 54% 54% 51% 77% 74% 80% Base No: 1,699 0% 20% 40% 60% 80% 100% For which programmes do you recruit students? 12

13 Subject areas of interest for online learning Business-related studies 86% Computer Sciences 3 Hospitality/Tourism 33% Engineering 23% Social Sciences 22% Media-related studies 20% Medicine/Healthcare 14% Natural Sciences 8% Base No: 1,024 Other 6% 0% 20% 40% 60% 80% 100% Which subject areas are most interesting for online learning in your agency? 13

14 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 Other How many students have you sent in the last 12 months? 14

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16 Main concerns/questions/complaints - BEFORE departing 60% 50% 40% 5 53% 41% 41% 30% 20% 10% 0% 24% 21% 11% 4% Base No: 1,117 What are the main concerns/questions/complaints students and parents have? 16

17 Main concerns/questions/complaints BEFORE AND AFTER departing 60% 5 53% Before departing Once overseas 50% 40% 41% 41% 37% 41% 30% 20% 10% 0% 28% 19% 1 24% 21% 2 11% 21% 4% 2% Base No: 1,117 What are the main concerns/questions/complaints students and parents have? 17

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19 Marketing for institutions (top 10) Quick response times to enquiries and applications and regular communication updates (1030) 93% Agent manual with fees and information (1035) 91% Prompt payment of commissions (1029) Financial support schemes, including scholarship/bursary schemes (1023) Agent training workshops organised in the destination country (1030) Having guaranteed entry to specific education institution programs (1015) Regular visits by you and/or your staff to the education institution (1019) Participation in an Agent Incentive scheme (1002) 90% 90% 88% 88% 88% 88% Availability of an online application service (1026) 86% 24 hour turnaround on admissions documents (1009) 86% 80% 8 90% 9 100% Please tell us how important the following criteria are (or could be) in terms of marketing for institutions: 19

20 Marketing Promotional materials and campaigns Marketing and visits to local schools/colleges (1032) 6% 6% 38% 50% Participation in education exhibitions in your country (1031) 6% 6% 38% 50% Individual institution brochures in English and your own language (1050) 6% 10% 39% 4 School/College profiles in your own agency brochure or handbook (1021) 10% 42% 43% Institution profiles on commercial websites/websites available in your native languages (1020) 6% 19% 40% 3 Regular e-newsletters or e-zines sent to students (1001) 19% 47% 29% Editorial or Advertorial in local newspapers or magazines (993) 22% 44% 29% Giveaways (e.g. pens, keyrings, mouse pads, etc.) (1008) 8% 26% 42% 2 0% 20% 40% 60% 80% 100% Very unimportant Unimportant Important Very important Please tell us how important the following criteria are (or could be) in terms of marketing for institutions: 20

21 Marketing Packages and Offers Financial support schemes, including scholarship/bursary schemes (1047) 34% 5 Having guaranteed entry to specific education institution programs (1039) 7% 33% 5 24 hour turnaround on admissions documents (1046) 7% 7% 3 51% Making packaged offers which include English language/elicos plus institution entry (1037) 6% 11% 41% 41% An online application form which guarantees me VIP service (provided all supporting documents have been received) (1040) 7% 13% 36% 4 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very unimportant Unimportant Important Very important Please tell us how important the following criteria are (or could be) in terms of marketing for institutions: 21

22 Marketing People and Staff Student leads provided to you by institutions (1013) 9% 41% 4 Regular visits to your office(s) by representatives (1044) 6% 1 43% 3 A local representative office to provide support to your recruitment activities (1052) 7% 17% 30% 46% Marketing and Recruitment staff who speak the local language (1042) 8% 2 34% 34% Authority from institution for you to sign letters of offer (1023) 8% 2 37% 30% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very unimportant Unimportant Important Very important Please tell us how important the following criteria are (or could be) in terms of marketing for institutions: 22

23 Marketing Services Quick response times to enquiries and applications and regular communication updates (1037) 6% 1% 19% 74% Agent manual with fees and information (1046) 6% 4% 26% 6 Prompt payment of commissions (1043) 6% 4% 27% 63% Agent training workshops organised in the destination country (1042) 6% 6% 32% 56% Regular visits by you and/or your staff to the education institution (1035) 6% 7% 41% 47% Participation in an Agent Incentive scheme (1032) 6% 6% 36% 52% Availability of an online application service (1034) 9% 36% 50% Agent training courses via the internet (1042) 6% 9% 40% 4 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very unimportant Unimportant Important Very important Please tell us how important the following criteria are (or could be) in terms of marketing for institutions: 23

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25 How many students expect to place in next 12 months Traditional markets USA (n=1088) 14% 7% 80% Canada (1034) 16% 79% New Zealand (636) 16% 6% 78% Australia (955) 16% 7% 77% UK (1000) 1 12% 74% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% The same Less than the last 12 months More than the last 12 months In the coming 12 months do you expect to send: 25

26 How many students expect to place in next 12 months Emerging markets Malaysia (301) 31% 9% 61% Singapore (267) 3 6% 59% China (306) 33% 11% 5 Japan (224) 37% 9% 54% South Korea (183) 40% 10% 50% India (210) 40% 14% 46% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% The same Less than the last 12 months More than the last 12 months In the coming 12 months do you expect to send: 26

27 How many students expect to place in next 12 months by Programme University: Undergraduate (907) 13% 4% 83% University: Graduate/Postgraduate (860) 14% 3% 83% MBA Programs (714) 16% 4% 80% Work & Travel Programs (266) 18% 3% 79% Work & Study Programs (346) 18% 4% 78% Diploma (638) 19% 4% 77% University: Foundation (674) 21% 74% Internships (319) 20% 8% 72% English Language Programs (1003) 20% 8% 72% University: Distance Education/Online Learning (200) 24% 4% 72% Vocational Diploma/Further Education (544) 21% 7% 72% Pre-Masters/Postgraduate Qualifying Program (PQP) (574) 23% 6% 71% Secondary and High School (618) 22% 8% 70% Certificate/Foundation (561) 2 7% 68% Other (85) 1 7% 78% 0% 20% 40% 60% 80% 100% The same Less More In the coming 12 months do you expect to send: 27

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29 Best study destination for English language courses Language courses (974) Ireland 4% Other 6% Country Rank Rank Rank Rank Rank Rank UK Australia Canada USA USA 14% UK 37% Canada 17% Australia 22% Which study destination is best for language courses? 29

30 Best study destination for Secondary and high schools Secondary and High School (799) Australia 13% Other 9% Canada 28% Country Rank Rank Rank Rank Rank Rank Canada UK USA Australia New Zealand USA 20% UK 24% Which study destination is best for Secondary and high schools? 30

31 Best study destination for Vocational Diploma/Further Education Vocational diploma / Further education (667) New Zealand 6% Other 9% Country Rank Rank Rank Rank Rank Rank Australia Canada UK USA New Zealand USA 11% Australia 36% UK 12% Canada 26% Which study destination is best for Vocational Diploma/Further Education? 31

32 Best study destination for Undergraduate Study (University) University: Undergraduate (842) Country Rank Rank Rank Rank Rank Rank USA Canada Australia UK UK 17% Other 13% USA 34% Australia 18% Canada 18% Which study destination is best for Undergraduate Study (University)? 32

33 Best study destination for Graduate/Postgraduate Study (University) University: Graduate/ Postgraduate (807) Australia 17% Other 13% USA 34% Country Rank Rank Rank Rank Rank Rank USA Canada UK Australia UK 18% Canada 18% Which study destination is best for Graduate/Postgraduate Study? 33

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35 Trends in overall attractiveness: traditional markets USA '15 USA '14 USA '13 USA '12 USA '11 USA '10 Australia '15 Australia '14 Australia '13 Australia '12 Australia '11 Australia '10 Canada '15 Canada '14 Canada '13 Canada '12 Canada '11 Canada '10 UK '15 UK '14 UK '13 UK '12 UK '11 UK '10 New Zealand '15 New Zealand '14 New Zealand '13 New Zealand '12 New Zealand '11 New Zealand '10 40% 47% 48%53%58% % 32% 33% 37% 60% 64% 66% 67% 52% 59%64% 63% 64% 63% 64% 63% 69% 73% 77% 77% 70% 72% 73% 46% 41%43% 41% 51% 54% 54% 52% 46% 20% 17% 16% 20% 23% 22% 37% 34% 31% 29% 27% 27% 37% 34%28% 27% 28% 29% 27% 29% 24% 10% 9%6% 3%3% 4% 3% 3% 2% 10% 11% 13% 10% 10% 10% 1% 2% 1% 2% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very attractive Attractive Unattractive Very unattractive Please give your opinion on the overall attractiveness of the following countries as a study destination for students from your country: 3% 4% 2% 3% 4% 3% 6% 3% 4% 4%3% 4% 4% 6% 4% 4% 4% 4% 3% 4% 4% 35

36 Trends in overall attractiveness: emerging markets Japan '15 Japan '14 Japan '13 Japan '12 Japan '11 Japan '10 Malaysia '15 Malaysia '14 Malaysia '13 Malaysia '12 Malaysia '11 Malaysia '10 Singapore '15 Singapore '14 Singapore '13 Singapore '12 Singapore '11 Singapore '10 Thailand '15 Thailand '14 Thailand '13 Thailand'12 Thailand '11 Thailand '10 12% 17% 13% 12% 11% 12% 9% 11% 9% 9% 9% 11% 11% 14% 8% 11% 12% 9% 38% 39% 38% % 51% 47% 4 46% 42%47% 46% 37% 36% 3 337% 39% 34% 3 31% 3 32% 30% 28% 31% 28% 31% 27% 29% 1 21% 19% 16% 16% 18% 13% 19% 16% 13% 12% 16% 2% 19% 2 3% 19% 23% 18% 51% 52%47% 23% 24% 50% 48% 28% 26% 2 3% 23% 46% 27% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very attractive Attractive Unattractive Very unattractive 8% 9% 7% 9% 10% 8% Please give your opinion on the overall attractiveness of the following countries as a study destination for students from your country: 36

37 Overall attractiveness of Study Destinations in 2015 Canada (1035) USA (1027) Australia (1005) UK (967) Germany (823) New Zealand (850) Ireland (798) France (769) Switzerland (715) Spain (693) Italy (700) Malta (672) Netherlands (613) Japan (599) Singapore (612) China (637) Malaysia (604) South Africa (590) UAE (530) Russia (562) South Korea (525) Hong Kong SAR (482) India (556) Thailand (491) Philippines (493) Indonesia (486) Other (106) 14% 33% 31% 30% 26% 49% 49% 47% 44% 42% 62% 59% 57% Please give your opinion on the overall attractiveness of the following countries as a study destination for students from your country: 71% 71% 93% 93% 91% 90% 89% % 83% 78% 77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 81% Note: Excludes respondents that indicated they Do not know 37