ICEF North America Workshop - Vancouver€¦ · ICEF North America Workshop - Vancouver Seminar Programme Overview • April 23, 2017 Exclusively for educators from North America

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Connect. Recruit. Grow.

ICEF North America Workshop - Vancouver

Seminar Programme Overview • April 23, 2017

Exclusively for educators from North America and international student recruitment agents focusing on Canada and the US

Seminar Room 1 Seminar Room 2 Seminar Room 3 Seminar Room 4

10:00 -

11:30

Creating Your Digital Marketing StrategyLaurie Robinson, Marketing Director,

ICEF, Germany

Audience: Providers

10:00 -

11:30

11:30-

1:00

Pathways to CanadaMarilene Quintana, Operational Director,e-Visa Immigration Services Inc., Canada

Sanam Kashfi, Regulated Canadian Immigration Consultant,

e-Visa Immigration Services Inc., Canada

Audience: All

Paid Search & Social Media Advertising Campaigns for Student Recruitment

Philippe Taza, CEO, Higher Education Marketing, Canada

Audience: Providers

11:30-

1:00

2:00 –

2:45

How to Maximize your ICEF Workshop Experience - for Providers

Sarah Mines,Sales Director - Canada,

ICEF, Germany

Audience: Providers

Study in British Columbia Tanya Ogilvie,

Director, Operations and Programs, British Columbia Council for International

Education (BCCIE), Canada

Audience: Agents

How to Maximize your ICEF Workshop Experience - for Agents

Tiffany Egler, Director, Agents Relations Manager,

ICEF, Germany

Audience: Agents

The ICEF Agent Barometer 2016 - North America Findings

Ian Cann, Director, USA, ICEF, Germany

Audience: All

2:00–

2:45

2:45–

3:30

Best Practices for Student Recruitment Online -

Transparency Leads to Enrolments Ross Holmes,

Director - Online Products, ICEF, Germany

Audience: Providers

Canadian High Schools: Leaders in the International Student Experience

Fiona Parke, Director of Outreach, CAIS Boarding Schools, Canada,

Twila Joyes, Marketing and Communications Coordinator,

CAPS-I, Canada

Audience: Agents

Vendor Presentation Sponsored by Edvisor.io:

Technology - Real-time Collaboration. How Leading Schools and Agencies are

Leveraging Platform TechnologyNicolas Miller,

CEO, Edvisor.io, Canada

Audience: All

Working with Russian Agents:2017 Updates

Anna Ryzhova, Board Member, AREA, Russia

Audience: Providers

2:45–

3:30

3:30 –

4:15

Risk Management and Student Recruitment in Volatile Times

Pamela Barrett, CEO and Director,

Barton Carlyle, United Kingdom

Audience: Providers

Quality and Investment in Canada‘s Language Education Sector

Charbel Moreno,Manager of International Affairs,

Languages Canada, Canada

Audience: Agents

Going Beyond: Using Technology to Support the Mental

Health of International Students Bogumila Lapinski Anaya,

Marketing & Communications Strategist, keep.me SAFE by guard.me, Canada

Audience: All

Advanced Recruitment in India for Canadian & US Institutions

Amit Jalan, Managing Director,

EEC India, India

Audience: Providers

3:30 –

4:15

4:15 –

5:00

Rethinking Online Education as a Pillar in your Recruitment Strategy Vivian Forssman, Director,

Centre for Teaching and Educational Technologies,

Royal Roads University, Canada

Audience: All

The Canada Course for Education Agents Sarah Mines,

Sales Director - Canada, ICEF, Germany,Bonnie McKie,

Executive Director, CAPS-I, Canada

Audience: Agents

Vendor Presentation Sponsored by University Canada West:

Thinking Beyond Simple – Advanced Issues for International Students and their Advisors Under Canadian Immigration Law

Will Tao, Canadian Immigration Lawyer,

Larlee Rosenberg, Barristers & Solicitors, Canada

Audience: Agents

Recruiting from Turkey: 2017 Market Trends

Turkan Ibis, Manager,

Canadian Cultural Center, Turkey

Audience: Providers

4:15 –

5:00

5:00 –

5:30Coffee Break

5:00 –

5:30

5:30 –

6:15

Build, Manage and Make your Agent Relationships Profitable

Mark Lucas, Director,

iae Global, Australia

Audience: Providers

Vendor Presentation Sponsored by Tamwood International:

The Global Startup School - MBA Meets Accelerator

Tamsin Plaxton, President and Managing Director, Tamwood International, Canada

Audience: Agents

Small Institutions with Big Impacts: Create your Marketing Edge

Cyndi McLeod, Director, Globally CMC Education Group, Canada

Estella Lum, Creative Director, Estella Lum Creative, Canada

Audience: Poviders

Market Spotlight Brazil Bruno Contrera,

Product Manager Education Division, STB Travel, Brazil

Audience: Providers

5:30 –

6:15

6:15 –

7:00

Running an Effective Fam Tour Mike Henniger,

Vice President, Sales & Marketing, ICEF, Germany

Audience: Providers

#YouAreWelcomeHere - Now is Still a Good Time to Recruit for the U.S.

Jennifer Wright, Director of Certification, AIRC, USA,

Vanessa Andrade, Associate Director, Int. Programs and Partnerships,

CSU - Northridge, USA

Audience: All

Mapping Generation Z: Attitudes Toward International Education Programmes

Andrea Kammerer, Senior Analyst,

AFS, USA

Audience: Providers

Recruitment Beyond China and India Ian Wright,

Director of Partnerships, World Education Services, USA

Audience: Providers

6:15 –

7:00

Hyatt Regency, Vancouver • April 23 – 25, 2017

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How to Maximize your ICEF Workshop Experience - for ProvidersSarah Mines

Audience: Providers

►Session description

This session will provide you with a step by step guideline on how to make the most out of your participation in ICEF Workshops in general and the ICEF North America Workshop - Vancouver in particular. The session will cover the following topics:

• Preparation prior to the workshop• Workshop parameters and how to maximize your time

during the event• Post-workshop follow-up and agent contracts• How to maximize your working relationship with agents

►Speaker

Sarah Mines, Sales Director - Canada, ICEF, Germany

Sarah Mines is a leading authority on international education trends in Canada, with over 15 years’ experience in marketing and partnership building. In 2015, Sarah was promoted to Director of Sales for ICEF Canada, where she has been working since 2011.As part of her mandate, Sarah works closely with key industry partners and educational institutions to help them achieve their internationalization goals and put Canada on the map. Prior to her role at ICEF, Sarah was the Marketing Manager for BCCIE, where she was involved in advancing British Columbia’s international education interests in key markets.

2:00 - 2:45

Seminar Room 12:45 - 3:30

Best Practices for Student Recruitment Online - Transparency Leads to Enrolments Ross Holmes

Audience: Providers


There are more ways to reach students online than ever before, and it is easier than ever to get it wrong.This seminar will discuss how to market to digital natives that have become immune, or even have adverse reactions, to commercial messages; what their expectations are, and how to get it right.

►Speaker

Ross HolmesDirector - Online Products, ICEF, Germany

Ross has worked in international student recruitment for 10 years. He began his career in Brazil organising student fairs and agent events across Latin America. He then returned to his native UK where he helped brands such as HSBC, British Airways and Harrods develop strategies to reach international students studying in the UK. He joined ICEF in 2013 where he has managed the development of Coursefinders.com and brought on board new services such as CoursePricer, VR and AR.

Rethinking Online Education as a Pillar in your Recruitment StrategyVivian Forssman

Audience: All


Join an interactive conversation about what goes into the design of highly engaging online programming, targeting the influential market of mid-career, working professionals. Vivian will share examples of the design principles for ‘high touch online” and offer a window into the features and learning activities of graduate programmes designed for people busy with careers and families, who need accessible and transformative educational programming. This session showcases applied and professional programming offered online, with the value-add of participating in international learning communities, through well-designed online curriculum.

►Speaker

Vivian ForssmanDirector, Centre for Teaching and Educational Technologies,Royal Roads University,Canada

Vivian Forssman works at the intersection of teaching, learning and technology in higher education. Her experience includes leadership of teaching and learning centres at SAIT Polytechnic, UBC and Royal Roads University. She currently leads the Centre for Teaching and Educational Technologies (CTET), working closely with faculty, in the design and support of technology-enabled teaching and learning. Royal Roads University offers unique social-and-experiential learning, at both baccalaureate and graduate degree levels, through a blended delivery approach, integrating short, on-campus learning with at-distance online programming. CTET’s learning design approach fosters community-building through the use of online environments, and integrates social learning activities and tools into a rich blended learning environment.

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Risk Management and Student Recruitment in Volatile TimesPamela Barrett

Audience: Providers


Relying on the same tactics in international student recruitment as we adopted even two years ago is not an option. Increasing dependence on fewer markets driven by demographic realities requires a more creative, expensive and potentially riskier approach to student recruitment and marketing. Growing financial demands, increased competition for the best students in key markets, substantially increased volatility in global student mobility, and a more complex pattern of student decision-making behaviours means that as international educators we need to make balanced decisions based on a comprehensive evidence base and robust risk management. How can you measure and mitigate risks in your international recruitment strategy to ensure great results?This seminar will consider these challenges and focus on how to build market intelligence and risk management programmes that will provide you with relevant, timely, actionable information to inform and shape your recruitment strategy. Based on close-up consulting experiences with many of the most active institutions and organizations in international education today, we will discuss the practices which can support change and enhance international student recruitment. We’ll identify those areas that can make a real difference and share the key learning points that can help you achieve your goals.

►Speaker

Pamela BarrettCEO and Director, Barton Carlyle, United Kingdom

Pamela is an experienced international education consultant, having worked in senior positions in

the UK, USA, and South East Asia. Pamela has more than 25 years’ experience in global education issues in higher education institutions and organisations worldwide. Over the past 8 years, Pamela has delivered training and consulting projects in the UK, North America, Australia and Europe through her company, Barton Carlyle, which is based in Scotland. An Associate with KPMG, one of the global “Big Four” audit and advisory firms; Pamela operates as an international education expert providing insight for KPMG clients in the UK, Ireland and Australia.

Previously Education Attaché in Washington DC for the British Council, Pamela worked in Malaysia and the USA to represent the bilateral relationship in education. Pamela also represents i-graduate in North America for the ISB international student satisfaction survey and is an expert in the international student experience.

A member of NAFSA: Association of International Educators, EAIE, NAGAP, AIR, Pamela has published articles on international student recruitment and marketing, retention and the student experience. Through Barton Carlyle, Pamela and the team deliver the ICEF Achieve service through a collaboration with ICEF.

3:30 - 4:15


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Build, Manage and Make your Agent Relationships ProfitableMark Lucas

Audience: Providers


This session looks at the strategies needed to develop and manage effective and mutually beneficial long term partnerships between agents and institutions. Whilst most institutions have agreements with education agencies, in reality, a great many have not been able to translate agreements from a signature on a dotted line into actual significant, long term student recruitment partnerships that generate the desired results for both the institution and their agent partners.

Focusing on identifying and characterizing the key aspects that make agent / institution relationships work, the session will end with an open discussion forum to discuss actual cases / issues of institutes in this critical area.

►Speaker

Mark Lucas

Director,iae Global, Australia

Mark Lucas established iae GLOBAL in partnership with OJ Kim of iae EDUHOUSE in January 2006. iae GLOBAL is one of the world’s leading international education recruitment and marketing consultancies with over 80 offices in 18 countries in the network recruiting in excess of 20,000 students per year to institutions around the world. With a career in education spanning 32 years, Mark completed his teaching qualification from the NCAE - University of Newcastle and has taught high school, college and ESL in Australia and Japan. Prior to iae GLOBAL, Mark was the founding director and CEO of Technos Language and Commerce College (TLCC) – a private English language and pathway college for international students in Sydney. In 2001, TLCC merged with Aspect Education Holdings, a UK-based education group with 20 colleges in seven countries. Mark was the Managing Director and Australian shareholder of Aspect Education in Australia until March 2005.

Mark has been active in the private export education sector and was a director of and past chair of the Australian Council for Private Education and Training, a former convener of the Affiliation of International Education Peak Bodies and a founding member of the Commonwealth Government Contribution Review Panel in Canberra. He is a past board member (Agent representative) of AIRC and the NSW government International Education Task Force.

5:30 - 6:15


Running an Effective Fam Tour

Mike Henniger

Audience: Providers


Familiarization (FAM) Tours are one of the most effective marketing activities institutions and destinations can engage in. This session explores how to properly plan and execute a successful FAM Tour. From initial planning stages through to post FAM tour follow up, it is essential to have a clear strategy that will showcase your institution and study destination in the best light. This session will provide best practice guidance and present examples of how institutions and destinations have successfully used FAM Tours to engage and build strong relationships with education agents.

►Speaker

Mike Henniger Vice President, Sales & Marketing,ICEF, Germany

Mike Henniger is the VP Marketing and Sales for ICEF and has previously held senior positions in the language, vocational and post-secondary sectors.

Mike has been actively involved in the marketing and recruitment sphere in international education for more than 15 years and is a regular presenter and panellist at international education conferences. Mike specializes in cross media marketing, brand advocacy, social media strategies and effectively using agents to maximise international student recruitment.

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11:30 - 1:00

Seminar Room 2


Canada has become one of the most popular countries for international students to pursue their educational goals. This presentation will help agents and schools understand the many variables that can impact the visa approval process for students. We will also discuss the different pathways leading to their long term goal of immigrating to Canada.

This session will cover the following topics:

• The key points to ensure visa application success• How to strategize the student’s application to meet their goals• How to qualify to work in Canada when applying and after

completion of studies• Details on the various pathways to enter Canada as a

temporary resident• When dependent children can qualify to study at no cost in

Canada• When the spouse of a student can qualify to work in Canada• Explanation of various Federal Immigration Programs and

Provincial Nominee Programs (PNPs) - that are designed for eligible foreign students who have the right combination of education, work experience, and language skills to immigrate to Canada

►Speakers

Marilene Quintana Operational Director,e-Visa Immigration Services Inc.,Canada

Marilene is a member in good standing of the ICCRC, the regulatory body for Immigration Consultants of Canada and Director of e-Visa Immigration since 2014. She has a Diploma in Immigration Consulting, which she acquired with honours. Prior to coming to Canada, she was a Project Manager for a leading IT firm and managed several international projects. She holds a MBA with a specialization in Project Management and a Bachelor in Computer Science, plus she holds a PMP certificate. Her previous background and experience in project management makes a perfect combination to manage all phases of an application to immigrate to Canada. Marilene has developed several partnerships with agencies and schools throughout her career in Immigration and she can effectively collaborate with them to assist students from all over the world in achieving their Canadian dream. She speaks Portuguese, English, and basic Spanish, so she will be able to answer your questions in any of those languages.

Sanam Kashfi Regulated Canadian Immigration Consultant e-Visa Immigration Services Inc.,Canada

Sanam is a member in good standing of the ICCRC, the regulatory body for Immigration Consultants of Canada, and has completed her Diploma of Immigration: Laws, Policies and Procedures from University of British Colombia. She specializes in Permanent Residence applications and Family Sponsorships. Prior to joining e-Visa Immigration, Sanam has over a decade of experience working for the Government of Canada in departments such as Foreign Affairs Canada, Public Works and Government Services Canada, Agriculture and Agri-Food Canada, Financial Consumer Agency of Canada and Service Canada. She has also volunteered with the Asylum Seeker Resource Centre based out of Melbourne, Australia. What makes Sanam very unique is that she has spent over 7 years travelling to all provinces of Canada, visiting all major cities and rural areas. With this unique experience she can help you decide which Canadian province or city best suits you and your family to call home!

Pathways to CanadaMarilene Quintana & Sanam Kashfi

Audience: All

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Seminar Room 2

Study in British Columbia

Tanya Ogilvie

Audience: Agents


BC is one of the most beautiful provinces in Canada, with large and vibrant cities, a diverse landscape including mountains and beaches and one of the mildest climates in Canada. Our cities regularly rank among the best in the world in terms of safety, livability and quality of life. More and more international students are choosing to study in BC than ever before.

This session will provide an overview of what you need to know about British Columbia as a study destination. Topics covered will include an overview of the education system (including K-12 education, the post-secondary system and the language sector), work and residency options and BC’s Education Quality Assurance (EQA) designation.

Valuable educational resources and tools that can be useful for both agents and prospective students will also be shared.

►Speaker

Tanya OgilvieDirector, Operations and Programs,British Columbia Council for International Education,Canada

Tanya Ogilvie joined BCCIE in 2013 as the Director, Operations and Programs and is responsible for overseeing the organization’s complex operations including IT, HR, Finance, Board Relations, Government Relations and Strategic Planning as well as managing the enhanced portfolio of Stakeholder Professional Development activities including BCCIE’s annual summer conference. Tanya has over 10 years’ experience in the health and education sectors working in research, government, not-for-profit and a consultant capacity. Tanya holds a Master’s degree from the University of Saskatchewan in Kinesiology, focusing her research and thesis on workplace health promotion.

2:00 - 2:45 2:45 - 3:30

Canadian High Schools: Leaders in the International Student ExperienceFiona Parke & Twila Joyes

Audience: Agents


Why do more than 40,000 international students choose to study in Canadian high schools each year? The opportunity to study in English or French alongside Canadian students in modern, well-equipped schools are just a few of the many reasons! This presentation will provide insights as to why Canada is so popular and ranked the best destination for high school students. Agents will learn how associations such as CAIS and CAPS-I can support their work and how to source specialized educational programs offered by independent and public high schools across Canada.

►Speakers

Fiona ParkeDirector of Outreach,CAIS Boarding Schools, Canada

Fiona holds a Bachelor of Commerce degree from Dalhousie University with a major in Marketing Management. Fiona joined Canadian Accredited Independent Schools (CAIS) in 2014 as the Research and Communications Coordinator. In March 2017, Fiona was appointed as Director of Outreach, CAIS Boarding Schools. Fiona has experience in business development, marketing, and communications, a commitment to non-profit associations. As a graduate of Hillfield Strathallan College, Fiona has a passion and dedication to independent school education.

Twila JoyesMarketing & Communications Coordinator,Canadian Association of Public Schools -International (CAPS-I), Canada

Twila is from Saskatoon, Saskatchewan and has been working in the education industry for over 10 years. She recently joined CAPS-I last October as the Marketing & Communications Coordinator.CAPS-I is a non-profit association comprised of over 125 publicly-funded school districts/boards. Each year, members educate over 25,000 international students in long term programs in the K-12 sector. CAPS-I schools set the standard for quality international student programs in Canada.

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The Canada Course for Education Agents

Sarah Mines & Bonnie McKie

Audience: Agents


Learn about updates to the Canada Course for Education Agents, an online course designed for education agents advising families about study opportunities in Canada. The Canada Course, originally produced by Foreign Affairs and International Trade, Canada in collaboration with ICEF and the Canadian Consortium for International Education (CCIE), is now administered by ICEF on behalf of Languages Canada and the Canadian Association of Public Schools International (CAPS-I), with the support of the CCIE. The Canada Course supports professional development for agents specializing in Canada as a study destination. It provides high quality, current, and comprehensive information about Canada as a study destination. It enables agents to study via self-paced modules on topics such as the overall study environment in Canada; the different regions of Canada; Canadian education options and levels of study; resources for students wanting to know about visas and immigration rules in Canada; as well as how to prepare students coming to Canada.

►Speakers

Sarah MinesSales Director - Canada, ICEF, Germany

Sarah Mines is a leading authority on international education trends in Canada, with over 15 years’ experience in marketing and partnership building.

In 2015, Sarah was promoted to Director of Sales for ICEF Canada, where she has been working since 2011. As part of her mandate, Sarah works closely with key industry partners and educational institutions to help them achieve their internationalization goals and put Canada on the map. Prior to her role at ICEF, Sarah was the Marketing Manager for BCCIE, where she was involved in advancing British Columbia’s international education interests in key markets.

Bonnie McKie Executive Director, CAPS-I, Canada

Bonnie has provided leadership for the Canadian Association of Public Schools – International (CAPS-I) as the Executive Director since its

incorporation as a non-profit association in 2008. Bonnie completed her undergraduate studies in Business Administration and Criminology at Simon Fraser University. Throughout her career in international education, Bonnie developed and managed the International Education Department for Surrey Schools in BC. She also served on the Executive Committee of IPSEA (International Public School Education Association of BC) as Vice-President and currently plays an active role in the Canadian Consortium for International Education.

Quality and Investment in Canada‘s Language Education SectorCharbel Moreno

Audience: Agents


Discover why partnering with Languages Canada member programs can be crucial to protecting your investment and reputation as an agent. Languages Canada is recognized for the high quality education standards and for the student protection that its members embrace and provide to students from around the world. The new regulatory landscape in Canada offers new opportunities and also pitfalls that agents need to understand and that will be presented during this session.

►Speaker

Charbel MorenoManager of International Affairs,Languages Canada, Canada

Originally from Mexico, Charbel has a Bachelor’s degree in Communications and a Master’s degree in Administration specialized in Marketing. He currently holds a Digital Marketing Management certificate from the University of Toronto. Charbel has over 12 years of experience working for the education sector putting in place marketing strategies, events, giving presentations and building public relations. He speaks Spanish, English and French.

3:30 - 4:15


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Vendor Presentation Sponsored by Tamwood International: The Global Startup School - MBA Meets AcceleratorTamsin Plaxton

Audience: Agents


Startups are a hot topic worldwide. Brazil is launching a $200 million fund to invest in new startups this year. China is home to many popular accelerator programs and the Canadian immigration department is offering permanent residency to foreign entrepreneurs who can secure a commitment for their startup from a designated investor in Canada.

The Global Startup School @ Tamwood Careers College in Vancouver offers aspiring entrepreneurs and intrapreneurs a unique learning experience. Its diploma and certificate programs blend foundational business course content with the hands-on experience of an accelerator program. Students learn how to start and launch a business by doing just that.

GSS has partnered with experts in the local startup scene to develop these unique programs that are ‘for entrepreneurs by entrepreneurs’.

►Speaker

Tamsin PlaxtonPresident and Managing Director, Tamwood International, Canada

Tamsin Plaxton, BA, LlB., co-founder of the Tamwood group of businesses, has been launching startups in the international education and travel industry for 24 years. While developing GSS, she studied global trends in entrepreneurship, networked with scores of entrepreneurs and polled agents and students for input on the program structure and outcomes.

5:30 - 6:15


#YouAreWelcomeHere - Now is Still a Good Time to Recruit for the U.S.

Jennifer Wright & Vanessa Andrade

Audience: All


Recent executive actions from the U.S. highest levels, in conjunction with a perceived increase of intolerance, have caused anxiety among international students considering study in the U.S. This presentation will provide a platform for ICEF Workshop attendees to learn the facts about executive orders, important facts about international education, polling statistics on public attitudes in the U.S., and what is happening on campuses to help students feel welcome and alleviate concerns about their safety and happiness. Attendees will have an opportunity to ask questions and discuss.

►Speakers

Jennifer WrightDirector of Certification, AIRC,USA

Jennifer Wright (MA – International Affairs), directs the certification program for the American International Recruitment Council - the recruitment industry qualification standard organization in the US. AIRC‘s rigorous certification process for agencies is the quality mark for best practice in third party recruitment in the US. Her experience includes directorship of university study abroad programs and international programs offices at institutions including The George Washington University, The Cleveland Institute of Art and Cleveland State University.

Vanessa AndradeAssociate Director, Int. Programs and Partnerships, California State University - Northridge, USA

Originally from Brazil, Vanessa Andrade brings a rich background in international education. Before joining CSUN about 4 years ago when she fully immersed herself in the world of international higher education, she had been an ESL school director and regional director for Kaplan International Colleges in the Los Angeles area. Her experiences are diverse having dealt with a variety of tasks including recruitment, program partnership development, customer service support, SEVIS, program coordination, agency management and setting up TESL centers overseas. Vanessa has over 20 years of work experience in international education (about 10 years in Brazil and over 10 years in the United States).

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Creating Your Digital Marketing Strategy

Laurie Robinson

Audience: Providers


Developing and implementing a digital marketing strategy for your institution can be a confusing and overwhelming endeavor. We all know simply having a website and being active on social media isn’t enough. Even if you currently have a strategy in place, are you confident it’s effective?

ICEF is here to eliminate the guess work and ensure you leave the conference with a customized digital marketing plan you can begin implementing as soon as you arrive back to your school. How do you know where you are going if you don’t know where you are? We will walk you through a self-assessment process to clearly define where you should devote your energies and resources. You will then be able to customize a plan based on your specific resources and pain points.

►Speaker

Laurie Robinson Marketing Director,ICEF,Germany

Laurie is a marketing and communications professional with 19 years of experience working in the education sector. Her specialties include everything digital from conducting digital marketing assessments, creating digital marketing strategies and leading teams of designers, writers, social media gurus, administrators and developers in the implementation of these strategies. Laurie has taught best practices in web user experience, accessibility and intercultural and international communication.

10:00 - 11:30


Paid Search and Social Media Advertising Campaigns for Student RecruitmentPhilippe Taza

Audience: Providers


Paid search and social media advertising can be an invaluable way for institutions to increase lead generation. This session will provide education professionals with a comprehensive framework for creating, implementing, and managing campaigns across a range of popular digital channels. Both new and intermediate users will learn how paid search campaigns can be used to supplement their student recruitment efforts, target specific regions, languages and countries, and increase overall online visibility.

Led by Philippe Taza, CEO of Higher Education Marketing, the session is designed to help institutions optimize their Pay-per-Click and social media advertising to reduce their cost per lead (CPL) and increase their return on investment (ROI).

Participants will learn how to:• Conduct comprehensive keyword research• Understand the Google Adwords interface• Set up geo-targeted PPC Campaigns• Implement effective social media advertising• How to implement remarketing campaigns• Create custom landing pages• Carefully manage bids to reduce CPL• Track and measure campaigns• Interpret monthly reports to increase ROI

►Speaker

Philippe TazaCEO, Higher Education Marketing, Canada

As the founder of Higher Education Marketing, Philippe provides digital marketing solutions for education institutions all over the world, including universities, language schools, K-12 schools, and community colleges. A certified digital analyst with 15 years of experience in the education sector, his company provides a wide range of specialized online recruitment services, including SEO and paid advertising campaigns, content development, social media marketing, and analytics management.

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How to Maximize your ICEF Workshop Experience - for Agents

Tiffany Egler

Audience: Agents


This session will provide you with a step by step guideline on how to make the most out of your participation in ICEF Workshops in general and the ICEF North America Workshop - Vancouver in particular. The session will cover the following topics:

• Preparation prior to the workshop• Workshop parameters and how to maximise your time

during the event• Post-workshop follow-up and contracts• How to maximise your working relationship with providers

►Speaker

Tiffany Egler Director, Agents Relations Manager, ICEF, Germany

Tiffany is a leading professional in the field of agent relations and workshop procedures. As Director of the Agents Department at ICEF, her knowledge and dedication has been crucial to the development of ICEF workshops and agent recruitment.During her tenure of over 15 years at ICEF, Tiffany has overseen the successful organisation of most of ICEF’s agent workshops and today, manages an international team which continues to develop and to increase efforts to ensure the recruitment of professional study abroad agents worldwide.

2:00 - 2:45


Vendor Presentation Sponsored by Edvisor.io: Technology - Real-time Collaboration. How Leading Schools and Agencies are Leveraging Platform TechnologyNicolas Miller

Audience: All


The next chapter of school - agency relationships is here. In the last 6 months, 1000s of agents and more than 300 schools have adopted platform technology to directly connect with their partners. In an industry known for moving slowly, why does it seem to be moving faster than ever?

With platform technology, schools feel confident that counsellors on the ground have access to their latest products and services customized for their market. Schools can control their branding with media-rich profiles, share promotions in real-time, and streamline registrations directly from agents.

Agents can search their partner schools, products and services in one place, access real-time pricing and promotions directly from schools, create quotes that ‘sell the dream’ with photos and videos in minutes, and sync student applications directly with schools.

In this seminar, we’ll overview platform technology and the benefits for schools as well as agencies.

►Speaker

Nicolas Miller CEO, Edvisor.io, Canada

Nicolas Miller is CEO of Edvisor, a technology company founded in Vancouver, Canada, to improve the way schools and agents share information. Edvisor’s first product, the Edvisor CRM, is the most widely used tool for agencies. Their second product, the Edvisor Platform, launched in November 2016 to streamline school - agency collaboration by connecting them directly in real-time.

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Going Beyond: Using Technology to Support the Mental Health of International Students

Bogumila Lapinski Anaya

Audience: All


International students in North America are reporting an increase in mental health issues. That puts tremendous pressure on Canadian and American institutions to provide appropriate mental health support for their foreign students. But how do we engage students on their own terms and in their own communication style? What role does technology play in meeting the needs of a digital generation? The session will describe the unique challenges international students face and explore alternative models of support for K-12 and postsecondary institutions to better support student wellness and retention.

►Speaker

Bogumila Lapinski AnayaMarketing & Communications Strategist, keep.me SAFE by Guard.me, Canada

Bogumila ‘Bogie’ Lapinski Anaya has been working in international education for over 15 years, teaching, recruiting and promoting Canada to students from around the globe. After several years of working as a marketing and public relations consultant, she now works behind the scenes for Canada’s largest insurance provider in international education supporting the health and wellness of students around the world. Bogie has a MA in Sustainable Peace in the Contemporary World and is actively involved in promoting peace through international education.

3:30 - 4:15


Vendor Presentation Sponsored by University Canada West: Thinking Beyond Simple – Advanced Issues for International Students and their Advisors Under Canadian Immigration LawWill Tao

Audience: Agents


With entry into Canada as an international post-secondary student becoming an increasingly popular route to eventual residency in Canada, it is important to explore the complex issues that make up Canada’s immigration law regime. This presentation will break down the key players, provide a look at the process for making study permit applications and common grounds for refusals, highlights issues that arise with respect to transitioning into Canadian permanent residency after graduation, and explores the consequences of misrepresentation in the context of the role of international agents and recruiters.Breakdown:• Overview – update on international students/trends/etc.• Who are the key players? The role of third-party

representatives, institutional representatives, Immigration, Refugees, and Citizenship Canada, and Canada Border Services Agency

• Study permit applications and refusals• Applying for study permits with the end goal in mind – tips

and strategies: - On-going student compliance issues - Post-graduate work permits and permanent residence

• Misrepresentation – how agents and recruiters can avoid immigration liability for themselves and their clients

• Q&A

►Speaker

Will TaoCanadian Immigration Lawyer, Larlee Rosenberg, Barristers & Solicitors, Canada

Will Tao is an Associate at Larlee Rosenberg and provides legal services in all areas of Canadian immigration law, with a focus on complex litigation, permanent residence, and international students. Will is also the founder and creator of vancouverimmigrationblog.com, which was awarded a Best New Law Blog in Canada award in 2015. He frequently provides commentary to the media on Canadian immigration matters. Outside of work, Will also sits on the City of Vancouver’s Cultural Communities Advisory Committee, the Federation of Asian Canadian Lawyers Board of Directors, and the Canadian Bar Associations Equality and Diversity Committee.

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Seminar Room 3

Mapping Generation Z: Attitudes Toward International Education ProgrammesAndrea Kammerer

Audience: Providers


The session focuses on discussing Mapping Generation Z: Attitudes Toward International Education Programmes, an expansive, first-of-its-kind report exploring the motivations for and hindrances to international study among this young generation. The research reveals the attitudes and perceptions of high school students from Generation Z on studying abroad, experiencing new ideas and immersing themselves in drastically different cultures than their own.

Based on the research the session will examine various aspects that play a role in a prospective participant’s decision to undertake study abroad, including existing perceptions of destination countries, price sensitivity, a variety of influencing factors and actors, and personal concerns. The session will introduce and discuss the main conclusions drawn from the data and point out the most significant implications for study abroad providers.

►Speaker

Andrea KammererSenior Analyst, American Field Service (AFS), USA

Andrea Kammerer is originally from Hungary where she received a degree in Media and Communications. She gained experience in online marketing and market research at H2Online Ltd. in Hungary before moving to New York City to join AFS Intercultural Programs. Currently she works as a Senior Analyst at the Management Information Unit at AFS.

6:15 - 7:00

Small Institutions with Big Impacts: Create your Marketing EdgeCyndi McLeod & Estella Lum

Audience: Providers


As educational institutions work harder to increase the enrolment of international students, it becomes especially challenging for colleges/universities with smaller resources and less brand impact to stand out from the crowd.

How do you distinguish your institution? A powerful viewbook that fits within a tight marketing strategy is essential. Even with smaller resources, institutions can make a strong impression.

This session will help smaller educational institutions understand how key branding elements in a viewbook coupled with a unique marketing strategy can help them reach potential international students effectively and memorably. Questions that agents, counsellors and partners have are answered in one cohesive package at their fingertips. Expect to learn new ideas that will help your institution gain immediate, positive attention and that will powerfully impact your international student enrollment numbers.

►Speakers

Cyndi McLeodMarketing & Internationalization Strategist, Globally CMC Education Group, Canada

Cyndi McLeod is a leading marketing and internationalization strategist with Globally CMC Education Group who left a career as VP, Global Advancement, at Royal Roads and Thompson Rivers universities to consult. An award-winning education executive with three decades of global experience, Cyndi specializes in brand building and creating strategic relationships across the education sector. With her deep understanding of the academic world, she helps institutions forge better ties abroad that boost enrollment and student diversity.

Estella LumCreative Director, Estella Lum Creative, Canada

Estella Lum, a creative director who has been at the helm of marketing materials for College of New Caledonia, Emily Carr University and Kwantlen University. With 20 years of experience, Estella Lum’s expertise includes creative direction for print and digital. A recipient of numerous awards, her work is recognized by the Canadian Council for Advancement of Education, Graphex, Mohawk Papers and Graphis.

5:30 - 6:15

Working with Russian Agents - 2017 UpdatesAnna Ryzhova

Audience: Providers


In the century of online marketing technology Russia remains to be an agent-dependent market for both students and their parents who are choosing a study abroad programme. The decline in the industry which started in 2015 due to major political and economical changes in the country had an inevitable impact on the ways of running their business for most of the Russian agents. How did they adjust their structures and approaches to the changing situation in the market? How does it influence the education providers? Why do the same marketing tools not seem to be efficient anymore? Our seminar is based on the opinions of the leading and most reputable agencies in Russia and will give the answers to the above questions and will help you to build your communication with Russian agents in the best possible way.

►Speaker

Anna RyzhovaBoard Member, Association of Russian Educational Advisors(AREA),Russia

The presentation is given by Anna Ryzhova, board member of the Association of Russian Education Advisors (AREA), whose personal experience in the field of international education includes sixteen years as an agency owner in Russia and in Canada.Anna Ryzhova is a graduate of professional training programmes - IATC and the Canada Course, as well as a Regulated Canadian Immigration Consultant (RCIC). In the years from 1999-2001 she was a Research Officer at the Russian Academy of Science and the Institute of Complex Social Researches. In 2003 Ms. Ryzhova was granted a PhD degree in the field of Foreign Economy (Russian Academy of Economics, named after G. V. Plekhanov).

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The ICEF Agent Barometer 2016 - North America FindingsIan Cann

Audience: All


The ICEF Agent Barometer is an annual survey of over 1000 ICEF-screened agents from more than 100 countries. This seminar will present the latest results from the 2016 Barometer, with a particular focus on those results most relevant to US and Canadian educators. This includes a year-on-year comparison of the attractiveness of international study destinations per education sector, as perceived by agents recruiting for a range of study programmes. We will also share:

• Where agents plan to send students in 2017• What agents’ concerns are for the year ahead• What agents see as the most effective marketing

strategies for educators• What institutions need to provide in terms of support for

the agents they work withThe results provided will help educators to build their reputation and relationships with agents, and assist in developing strategies to market themselves and their destinations more effectively to agents worldwide.

►Speaker

Ian CannDirector, USA, ICEF, Germany

In 2009, ICEF was pleased to announce Ian’s appointment as Business Development Manager for the USA, serving new customers in a rapidly growing market. Ian strives to assist those educators who are new to ICEF Workshops, and those who are new to the agent process as a whole.Previously, Ian was involved in international education as a sales and operations representative for BMI Media (Salão do Estudante/Expo Estudiante) based in Salvador, Brazil. He gained a wealth of experience in the global student recruitment industry, and especially the Latin American international student market.Prior to this, Ian was based in London, working for IPC Media (Time Inc.) on some of the most popular magazines and websites in Britain.Ian gained a Bachelor of Arts with Honours in Philosophy from the University of Leeds in the UK in 2005. He speaks English, Dutch, Portuguese, and some rusty French and Spanish. He currently divides his time between London and Barcelona, with frequent visits to the USA.

2:00 - 2:45


Page 14 of 15

Recruiting from Turkey: 2017 Market Trends

Turkan Ibis

Audience: Providers


In 2017, Canada has become the first choice of study destination for Turkish students and their families. If you have never been active in the Turkish market, it’s time to start; if you are already active, it’s time to be more visible.

This session will provide you with an overview of the Turkish market and the market trends in 2017. It will discuss the questions of how to recruit effectively and how to take advantage of trends for your institution.

►Speaker

Turkan IbisManager, Canadian Cultural Center,Turkey

Turkan Ibis is the director of the Canadian Cultural and Educational Center in Turkey, the only agency exclusive to Canada since 2008. She also recently published EduLife Canada Magazine in order to inform students, counselors and parents in Turkey about Canadian education opportunities. She holds a Bachelor degree in International Business and Marketing from HEC Montréal and was responsible for information and promotion at Université Laval. She also co-wrote the Guide for Immigrants and Foreign Students published in French, in Canada.

Turkan has lived in Canada for 17 years. She is also a Canadian citizen, speaks French, English and Turkish. She is married and has two daughters.

4:15 - 5:00


Advanced Recruitment in India for Canadian & US InstitutionsAmit Jalan

Audience: Providers


• Understanding recruitment geographies in India• Where are the undergrads?• Quality vs Quantity• Recruiting for liberal arts programs• Recruiting effectively for Canadian institutions under the

SPP and non-SPP India program• How to reduce melt and manage enrollment with Indian

applications• Overwhelmed with applications. How to get the numbers

in your favor and increase revenue from applications• Why do students from India transfer out and how to retain

them• Managing expectations when you don’t know what they

expect from your school• Recruiting for pathway programs• There is no ESL market in India. Who said that?• Visa dynamics

►Speaker

Amit JalanManaging Director, EEC India, India

Amit Jalan is the founder and managing director of EEC and has over eighteen years of experience in international student recruitment for North America.

From one student in 1997, EEC has a documented history of teaching test prep courses to over 50,000 students. One of the few AIRC certified agencies in South Asia, the company has large centres & student facilities available in India.

He has been quoted frequently in the media in India and in the UK. The company has won several awards of excellence from the British Council, Educational Testing Service (ETS) and IDP IELTS Australia. Having himself studied at Purdue University in the USA, Amit brings first hand insights on the challenges faced by international students.

Page 15 of 15

Recruitment Beyond China and India Ian Wright

Audience: Providers


Nearly half of all international students in the USA and Canada come from China and India. Where are new students coming from beyond these powerhouses, especially as South Korea continues its slow decline and Brazil fades from its ascendancy? WES Research looks at mobility trends, economic indicators, and global politics to help guide North American institutions and their recruitment partners.

►Speaker

Ian WrightDirector of Partnerships, World Education Services, USA

Ian Wright is Director of Partnerships at World Education Services, Inc. (WES), a non-profit international education organization founded in 1974. Ian is an experienced administrator who served as Director of International Admissions at LIU Post for over 3 years, where he was also a DSO, and previously as Director of the Academic Counseling Center. Ian earned a master’s degree in education from Hunter College and a bachelor’s degree in industrial and labor relations from Cornell University. Since joining WES in 2013, Ian has worked with institutions to meet their internationalization priorities through custom research and consulting.

6:15 - 7:00


Market Spotlight BrazilBruno Contrera

Audience: Providers


The seminar will discuss the latest trends in the Brazilian market focused on higher education and vocational programs. The session will provide market details, numbers of prospective students and how to attract and retain Brazilian students for higher education programs.

►Speaker

Bruno ContreraProduct Manager Education Division,STB Travel,Brazil

Bruno Contrera graduated as a Bachelor of Hospitality and Business Management in Brazil. He completed several programs abroad such as high school, language and other short courses before he started at STB seven years ago as an Operations Assistant. After this Bruno started working for the STB PRODUCT department providing help for all of the company’s branches about language and junior courses. He has now been leading the Language Travel and Higher Education division of STB for the last two yeas as Product Manager and is dealing with schools and universities from around the world. His focus is on partnerships and growing perception on how international education is being looked at in today’s market.

Documents

ICEF North America Workshop - Vancouver€¦ · ICEF North America Workshop - Vancouver Seminar Programme Overview • April 23, 2017 Exclusively for educators from North America