HOW TO MAXIMISE YOUR ICEF WORKSHOP EXPERIENCE FOR ... · SERVICE PROVIDERS The ICEF North America Workshop - Miami ... Please visit the ICEF registration and information desk in the

Ian Cann

HOW TO MAXIMISE YOUR ICEF WORKSHOP

EXPERIENCE – FOR EDUCATORS AND

SERVICE PROVIDERS

The ICEF North America Workshop - Miami

MiamiDecember 7 – 9, 2015

Agenda

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● ICEF Workshops

● Pre-Workshop: Choosing Agents

● Pre-Workshop: Preparation

● During the Workshop: Parameters

● During the Workshop: Maximising your Time

● During the Workshop: Cultural Awareness

● Meeting with Agents: Key Data

● Meeting with Agents: Key Questions

● Selling your Institution

● Post-Workshop: Follow-Up

● Post-Workshop: Agreement

● How to Maximise your Working Relationship

ICEF Workshops

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● Premier networking forums with quality pre-screened agents

● 2 days of one-to-one business appointments with relevant and quality

agents

● Meetings serve dual objectives of meeting with new contacts or

maintaining existing relationships

● Workshop meals, refreshment breaks and evening functions offer

further valuable networking opportunities

● ½ day of seminars providing latest updates on industry trends

ICEF Workshops cover the world

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● Occur annually in sixteen locations

around the world

● 2 global workshops,

4 regional workshops,

3 destination focused workshops

3 agent roadshows, 1 agent focus

● Each event focuses on a different

market and attracts participants from

various parts of the world

● Choose the workshop that best suits

your international student

enrolment goals

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Other ICEF Services

● The ICEF Agency Recognition Programme

(IAS): Recognising ICEF-screened and vetted

recruitment agencies, providing quality

assurance for educators

● ICEF Agent Training: Practical, professional

training courses for agency-based

international student recruitment counsellors

● ICEF Monitor (www.icefmonitor.com): A

business development and market

intelligence resource delivering news,

research and commentary for international

student recruitment

● The ICEF Education Fund: Providing support

for selected causes, giving young people

around the world access to education

● CourseFinders for Languages: Website

enabling educators to promote their

institutions to international student visitors

Pre-Workshop: Choosing Agents

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Represent you on a year round basis

Provide you with reliable local market information

Distribute your promotional material regularly

Advertise in targeted local media

Represent you at local fairs and college days

● Marcom eSchedule PRO:

- Update your own eSchedule PRO profile to ensure correct company information can be viewed by agents

- Filter agents by country, programme and date of inclusion

- Review agents profiles on eSchedule PRO to ensure compatibility

- Request appointments and revisit site regularly to secure your meeting slots

- Request more appointments than possible as agents might decline some meeting requests

● Make promotional material available in advance to “confirmed” agents and upload documents to your eSchedule PRO profile

● If possible, provide information in local language

Pre-Workshop: Preparation

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● Familiarise yourself with information applicable to agent country: visa

requirements, education system, admissions requirements, credit transfers

● Design your own agent questionnaire

● Print out a “Meeting Report” version of your eSchedule PRO schedule

shortly prior to the event - agent profile, place for notes

● Bring some sort of filing system

● Bring stapler to fasten business cards to agency description

● Take photos of agents you meet – photos are also in the catalogue, in

Marcom eSchedule Pro and on Marcom Onsite

During the Workshop: Parameters

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● Badges & neck cords (educators blue / agents red)

● Workshop catalogues, section index

● 25 minutes business meetings, followed by 5 minutes transfer time

● 30 meetings available

● Meeting hall layout

● Agent message boxes / Messaging function on Marcom Onsite

● “No show” policy / Agent “no selling” rule

During the Workshop: Maximising your Time

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● Use workshop catalogue as resource throughout and after the event

● Schedule additional meetings with your mobile devices using Marcom

Onsite (opt-in required)

● Marcom Onsite also allows you to search for participants, message others,

take meeting notes, report no-shows and access general event information

● Introducing Marcom Onsite:

https://www.youtube.com/watch?v=AbAGSSIxPOw

● Any additional meetings booked on-site will automatically appear in your

Marcom eSchedule PRO account

https://www.youtube.com/watch?v=AbAGSSIxPOw

During the Workshop: Maximising your Time

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● If you do not wish to use Marcom Onsite, make sure you are available at

your table early in the morning between 8:30 – 9:00 on both workshop days

in case agents wish to schedule further meetings in person

● Notify ICEF staff when a participant does not show for appointment – ICEF

No-Show policy

● If required, schedule meetings during meals, refreshment breaks, receptions

(eSchedule PRO/Marcom Onsite allows you to unblock these timeslots)

● Invite agents to join you for lunch

During the Workshop: Cultural Awareness

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● Be aware of regional ways of behaviour

● Start & finish your meetings on time - some agents out of consideration may

not interrupt your appointment to let you know they are waiting

● Book additional appointments if you need extra time or utilize refreshment

breaks, lunches, evening functions

● Look out for agents interested in having a meeting with you - some agents

might not approach you in a direct manner

Meeting with Agents: Key Data

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Meeting with Agents: Key Questions

● What is your core business/clientele?

● What geographical area do you cover? Do you have offices in one

location or in several cities / different regions?

● Company structure: How many student counselling staff do you

employ and what are their qualifications?

● Is your agency already sending students to my country / type of

programme and if yes, how many in the last 12 months?

● What other institutions / programmes in my country do you already

represent (#, type, location)?

● How familiar are you with the education system in my country?

● What other services do you currently provide for students (travel,

language training & testing, immigration services…)?

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Meeting with Agents: Key Questions

● How do you promote your agency (website, brochure, education

events, advertising…)?

● What marketing services* do you provide for your partners (arrange

advertising, coordinate visits, participate in recruitment fairs)?

● Other than student recruitment, what business activities does your

organisation engage in?

* services might be at additional costs

Selling your institution

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● Unique selling points (USP)

● Range of programmes including strengths

● Teaching standards (teacher qualifications, student / teacher ratio,

max. class size, student mix)

● Curricular and extra curricular activities

● Student care & welfare (health, security, special needs)

● Accommodation options

● Location features (climate, travel & recreational options, social life and

cultural background …)

Post-Workshop Workshop: Follow-up

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● Establish contact with agents asap after the workshop – remember you are

competing with other educators for the agents’ time and attention

● Keep in touch regularly with updates on your institution and always respond

promptly to agent enquiries and questions

● Invite agents to see your institution

● Conduct agent training (briefings, videos, webinars)

● Create a special agent log-in area on your website

Post-Workshop Workshop: Agreement

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Ensure you have a written agreement, outlining:

● Respective roles & responsibilities

● Targets in terms of student numbers and quality

● Compensation model, payment terms

● Cost recovery of marketing and other expenses

● Cancellation Policy / Deposits

● Exclusivity if and when

● Dispute resolution guidelines, legal jurisdiction, limitation of liability

● Duration of contract including termination clauses

● Provide continuous training and constant communication in order for the

agent to accurately represent your institution

● Ensure your agents are part of an integrated marketing plan and leverage

them in your other marketing activities (internet, exhibitions, advertising)

● Encourage agents to visit your school / campus as they will find it much

easier to market an institution they have seen for themselves

● Ensure that the agent’s promotional materials are regularly updated and, if

possible, produced in the representative’s language

How to Maximise your Working Relationship

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● Produce an agents’ handbook including: relevant contact information,

programme descriptions, accommodation options, details of student

services, visa requirements, financial aspects (fees, payment, cancellation

procedures)

● Keep your institution’s profile a priority in the agent’s mind by sending regular

updates on school activities

● Provide agents with financial and non-financial incentives

(i.e. free courses for agent staff, scholarships, organise competitions)

● Ask for and pass on student feedback

● Review your requirements and contracts periodically

How to Maximise your Working Relationship

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Use our official hashtag #ICEF15 to share your

event experiences, pictures or videos on Twitter

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Please visit the ICEF registration and information desk in the foyer at any time

throughout the event.

For further information please see our video tutorial:

www.icef.com/workshops/how-to-maximise-your-workshop-experience

We wish you a successful ICEF North America Workshop - Miami 2015!

Thank you!

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HOW TO MAXIMISE YOUR ICEF WORKSHOP EXPERIENCE FOR ... · SERVICE PROVIDERS The ICEF North America Workshop - Miami ... Please visit the ICEF registration and information desk in the