Canada wakes up

"There is a direct relationship between the size of our programme and our work with agents," he says. "They are an indispensable and valuable ally in our marketing efforts. We [in the marketing dept.] are in business – not really education – and our work with our many clients and agents is a vital part of our success."

Mike Kliman from Richmond School District #38 in BC also attributes recent growth in international student numbers to a greater use of agents, as well as "a deepening relationship with schools overseas". He adds, "Until recently, agents have not been a focus for us but for long-term growth we recognise that this goal can't be achieved without the involvement of reputable agents. There is an important relationship to be sustained between the agent, the students' families and the education provider who all work together in the best interests of the students."

While agents can play a crucial role in attracting more international students to any education sector, the high school sector is particularly receptive to such a marketing approach. The younger age of the students involved means that a high level of trust must exist between the parents and the school, and local agents are good at facilitating this link. "We are always looking for agents who understand the secondary school market and who are in touch with the local high schools in their area," says Geoff Best from Ottawa Carleton District School Board in Nepean, ONT, who adds that international enrolments have increased by 20 per cent this year on the previous year. "Secondary school students need more support and preparation before departure, so we work closely with agents to help them guide and counsel students coming to Ottawa," he says.

Agents are also useful in providing information to schools about the background and expectations of their incoming students. Karen Strobel from St James-Assiniboia School Division in Winnipeg, MAN, asserts that developing personal contacts with agents in their home countries is a key part of ensuring the success of student placements. "Visiting agents in their offices has been extremely valuable, since we get a sense of the city and the lifestyle that their students are accustomed to," she says. "This understanding is helpful with 'settling students in' once they arrive."

The international education programme at St James-Assiniboia is currently in its seventh year and, according to Strobel, numbers of enrolling students have tripled during this time. This expansion has led to a development of the programme itself, in response to student demand. "The goals of our students are now more diverse," says Strobel. "Our student body now includes students who are attending our schools on a short-term basis, for cultural purposes and language development, as well as students who are attending high school with the purpose of applying to a North American university. We also have students exploring the online options that we offer."

Programme development on the part of high schools in Canada points to the maturation of the market and an increased interest in attracting more school age students to Canada for long-term programmes. At the Ottawa Carleton District School Board, developments in international course provision are also in hand, with the emphasis firmly on providing students with education pathways between sectors. "We will be opening a language school in April to help students prepare for high school and university entry," says Best.