AEAS Presentation Schools Webinar 7April2020 FINAL€¦ · AEAS Preparation Courses AEAS Schools Preparation Course • 42 hours, taught by native English speaking, qualified teachers

International Education Australian Schools COVID-19 Update

Tuesday 7 April 2020

Tracey O’HalloranManaging Director

Brett McGeorgeDirector, Marketing and Business Development

Sally WarneckeDirector, Operations, Events and School Relationships

Overview 1. How has the crisis affected our key markets

• AEAS testing, events and other services

• Impact on business continuity in China and other key markets

2. AEAS activities in response to the pandemic

3. Marketing

• Critical issues

• What are our competitor destinations doing?

• What are agents telling us?

4. Proposed events and other marketing initiatives

5. Strategies to reduce impact and support recovery

6. Q & A and discussion

• Impact on international education began January 2020

• Impact for schools mitigated a little as many students from China were already in Australia

• For students still in China, schools were agile and implemented strategies to support remote student learning

• This was just the beginning…

Initial impact in China• China implemented and enforced strategies in response to

COVID-19• Schools and training colleges closed• Businesses closed, internal travel between provinces

prevented, stay at home, only one person per week permitted to shop

• Beijing office staff ‘locked down’ for 8+ weeks• Still unable to return to full capacity due to regulations

in Beijing• Currently permitted 50% at office on a rotational

basis – other 50% work from home

AEAS TestingChina• AEAS Testing cancelled across all 12 cities

• Resumption of business is gathering pace

• Beijing and Shanghai: small group testing resumed on 24 March

• Guangzhou: small group testing will commence 11 April

• Testing to resume in other cities and provinces very soon

• AEAS Beijing team in regular communication with authorities, test venues, and Test Administrators, preparation course partners to assess situation

AEAS TestingHong Kong• cancelled for first two weeks of February• smaller and more frequent test sessions ongoing• demand has been high since July 2019• additional test sessions scheduled as required

Vietnam, Thailand, Japan, Taiwan• smaller test sessions – based on demand

Other countries• contact AEAS - [email protected]• situation is changing every day!

AEAS TestingStrict health and safety measures implemented• Room setup, masks, gloves, hand sanitiser, desks cleaned• Test Administrators provided with advice

AEAS events - 2020

Business challenges

• AEAS staff working from home for two + weeks • creative solutions to ensure business continuity

• Addressing new issues as they arise• New issues every day - difficult to anticipate what is around

the corner!• Operations team focused on continuity of testing• Marketing focused on supporting future student pipeline• AEAS Preparation Courses – temporary online delivery to

keep students engaged

AEAS response to COVID-19

AEAS pivoted resources from event preparation to manage cancellations and plan new dates for March

events facilitate information sharing between schools and

agents/parents significantly increase social media presence to

support Australian schools and our key markets undertake a number of projects – video messaging,

FAQs

Lead role in supporting Australian schools, education agents and families through the COVID-19 crisis

School sector data before COVID-19

School sector visas granted, and enrolments and commencements were declining before COVID-19

School enrolments / commencements

Source: https://www.austrade.gov.au/Australian/Education/Education-Data/Current-data/pivot-tables

23,221

26,945 27,310

25,08824,472

26,757

28,28827,348

24,096

20,723

18,51017,741

18,399

20,524

23,245

25,65326,720

25,547

12,254 12,510

11,31210,385

11,094

13,58914,277

12,959

10,761

9,1078,393 8,755

9,628

11,025

12,352

13,393 13,056

11,940

0

5,000

10,000

15,000

20,000

25,000

30,000

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

Enrolments Commencements

China


9624

11937 12118

10559

9737

11278

13524

12335

9968

8349

7464 7351

8324

10264

12046

13489 13606

12001

57275466

4815

4084 4260

5983

6960

5283

40073387 3131

3471

4261

53475844

64585807

4577

0

2000

4000

6000

8000

10000

12000

14000

16000

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019


Vietnam


427 462567

810

1,220

1,733

1,988

2,372 2,416

2,194

1,9111,777 1,742

1,822

2,187

2,917

3,532

4,250

204 187288

407

629

853 847

1,140

884707 655 705 736 796

1,137

1,5701,699

2,131

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019


School sector data after COVID-19

• Impact on school sector visas, and enrolments and commencements likely to be significant

• Some markets may be impacted more than others and take longer to recover (economic impacts)

• Recovery may take years

Factors to consider

How long will this go on?• Speed at which individual countries and the world respond to and

manage the crisis• Economic impacts likely to be significant for many years• Research suggests cities who respond early with strong

measures, may recover economically more quickly than cities or countries that do not

• Ability to travel – risk of second waves of infection may shut borders again

• Timelines for vaccines and treatments• Damage for Australia’s international education industry and to

international education worldwide

School marketing budgets may be

under pressure…

BUT…now is the time to develop a

strategic marketing plan for

the next three years

Effective and consistent marketing will be critical to

• mitigate and minimise effects of COVID-19

• support a pipeline of international students in 2021 and 2022 and beyond

Marketing updateBrett McGeorgeDirector, Marketing and Business Development

1. Travel restrictions• Great uncertainty around when and how these

might be lifted• Will we be able to commence the 2021

academic year as normal?• English language and school preparation may

have to be undertaken off-shore

Critical issues

2. Visa lodgement and processing• DHA are prioritising visa applications for urgent travel

ONLY for exempted individuals

• Agents asked to refrain from lodging new student visa applications at this time

• BUT schools can still issue CoE and families are encouraged to continue applying!

Critical issues

3. False information• Fake news, social media,

forged press releases, leaked National Cabinet announcements etc.

Critical issues

Critical issues

4. Availability of trustworthy testing to support admissionsOnline testing be cautious!

Understand how tests are developed and managed• What is actually being tested?• Is the testing appropriate and/or relevant for school aged students?• Is the test valid and reliable? • Are test materials and results standardised?• Are risks and integrity of testing well managed?• Is testing secure and not supervised by others with a vested interest in

the outcome?

Online testing presents significant risks • IELTS online testing managed in same way as face to face testing –

secure facility, trained examiners, face to face speaking test

Critical issues

5. School reports for 2019-2020

• Students from key markets are likely to have a seriously interrupted academic year

• Some may not have school reports for this year

• Independent, valid and standardised testing will help mitigate this and will provide information on which to base decisions

AEAS Preparation Courses

AEAS Schools Preparation Course

• 42 hours, taught by native English speaking, qualified teachers

• NEW! Successful completion now indicated on first page of AEAS report

• Offers an additional source of information about student readiness

The Official AEAS Test Preparation Course

• 30 hours, focused on skill development and critical thinking abilities

Available in China (8 cities), Melbourne, Sydney, Hong Kong

Soon in Vietnam, Taiwan, Thailand, other cities in Australia

Critical issues

6. Inability to market in country• We’re not allowed to leave the country!

• School sector families want face to face, personal

relationships

• Online marketing should be a short-term solution only

• Likely budgetary constraints

• focus on securing key source markets

• will have to rebuild in emerging markets when possible

Key messaging

1. Australian schools had been managing COVID-19 before it reached Australia

2. Student wellbeing is #1 priority for Australian schools

3. Australian schools are well resourced

4. Australian response has been swift and fearless

5. Size and importance of industry

6. Timing of Australian academic year

What have we been doing?

• Video Messages of Support project• Stakeholder communications• School sector advocacy• Event/exhibition alternatives• Australian Schools Information System (ASIS)

Video - Messages of Support

• AEAS project designed to present a united front to market on behalf of Australian schools

• Submissions received from 20+ schools

• Situation developed rapidly, circumstances changed

• Framed through the lense of #InThisTogether

• Individual videos and AEAS project outline shared with Austrade/Study in Australia via Resource Hub

Stakeholder communications

• Open for Business article

• Frequently Asked Questions (EN, CN, VN)

• COVID-19 resource hub aeas.com.au/covid19

• Agent webinar training series (China)

Stakeholder communications

• Open for Business article

• Frequently Asked Questions (EN, CN, VN)

• COVID-19 resource hub aeas.com.au/covid19

• Agent webinar training series (China)

• Social media

Follow us on social media!facebook.com/AEAS_Australia

linkedin.com/company/aeas-australia

AEAS_Test

School sector advocacy

COVID-19 and the economic impact reaffirm need for a national body to represent the interests of all schools in international education• time to reactivate the AEAS initiative• consultative committee/advisory body

Global Reputation Task Force• announced 21 January• first meeting on 3 February• initially formed to coordinate bushfire response• remit expanded to COVID-19 by time of first meeting

School sector advocacy

• Presence in industry webinars, asking questions, clarifying responses, keeping communication channels open

• Providing peak bodies with information and evidence from schools

• Supplying resources to Study in Australia / Austradethrough their Resource Hub studyinaustralia.gov.au/resource-hub

• Informing key decision makers and influencers about our collective approach

What next?

Unlikely to be able to travel by June, maybe not even by September…

In country marketing more important than ever!• Online might be a temporary solution, but unlikely to ever

completely replace face to face

• Families with school aged children want relationships with schools trust and gut feeling

• What are other destinations/competitors doing?

On the ground…

• How can we maintain the progress we have made over many years?

• What is the feeling locally? Agent feedback?

• China: likely to be back to normal business by June

• Hong Kong: situation has been under better control than other countries, although currently increased restrictions

• Other countries: variable

• Uncertainty about international travel over the next six months

Event alternatives

What are the options?

1. Fully virtual exhibition: utilise available technology and appointment scheduling tools

2. Partially virtual exhibition: some face to face in country, connecting with Australian schools remotely

3. Other ideas?

• Proposals for mainland China and HK• Shortly seeking expressions of interest, with priority given to

those schools that registered and paid for March events.

Virtual fair marketing

• Limited budget availability for mainland China events

• Will require some creative solutions!

• Schools will need to undertake some of their own marketing to support the events

• AEAS can provide assistance and marketing assets to schools to support efforts

Virtual fairs – timelines and process

• Proposal and invitation sent after Easter to schools• confirmed and paid for March events

• registered and confirmed the June Hong Kong event

• Schools to confirm participation by Thursday 30 April

• Additional schools may register if places still available

• AEAS will use school information provided for March events and existing artwork

• All schools to be included in one exhibition booklet for each virtual fair - to be sent to families (soft copy)

• No cost for March schools – although a small contribution to support marketing efforts may be requested

australianschools.aeas.com.au

Australian Schools Information System

• Began as ASAS, originally launched 2017

• Developed by AEAS redeveloped in 2019 and now live!

• Addresses #1 feedback issue consistent presentation of school information for comparison

• Aim is to become the preferred information portal for agents and families interested in Australian schools

• A great way to market your school to prospective families during this non travel period and ongoing

• Will be a key tool for Virtual Event promotion

Premium and summary profile options

Advanced search filters in multiple languages

School profiles in English…

…and Simplified Chinese

Key functionality includes…Advanced search filters• name, state, school type, program type,

accommodation, proposed entry level/year/term

School information• Comprehensive 14+ page profile for schools with a

premium listing• presented in a consistent format enables families to

make comparisons


Key functionality includes…Real time place availability• most commonly requested information from families

and agents all in one place

Currently available in EN and CN• Search functions also in ID, JP, KO, VN and TH• Further language features to be introduced


Benefits Summary Listing Premium Listing

Appear in search results

Single page profile of summary information Comprehensive 14+ page profile including entry requirements and admission processes, application forms and school brochures Ability to provide extensive information on programs, offerings, activities and USP School application forms / direct link to application portal displayed on profile

Direct and secure communication between applicant and school

Fully interactive photo and video gallery

Ability to display real time place availability information

Access to the ASIS Education Agent database


We welcome your feedback and suggestions!

Please contact Jenni Tobin - [email protected] -

to sign up or to discuss your school’s requirements.


Where to next?

Questions or comments?

1. How can AEAS assist Australian schools during this time?

2. …and in the future?

3. How can we advocate best for our sector?

4. What are the most critical issues in the short term?

AEAS Services

Thank youTracey O’HalloranManaging [email protected]: +61 412 294 495

TraceyAEAS

Sally WarneckeDirector, Operations, Events and School [email protected]

Brett McGeorgeDirector, Marketing and Business [email protected]

Documents

AEAS Presentation Schools Webinar 7April2020 FINAL€¦ · AEAS Preparation Courses AEAS Schools Preparation Course • 42 hours, taught by native English speaking, qualified teachers