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March 2013 issue

Contents
News
News Round Up
Inside the industry
Agency Survey
Secondary Focus 1
Secondary Focus 2
Tertiary Focus 1
Tertiary Focus 2
Vocational Focus
Direction
Special Report
Course Guide
Spotlight
Destination
Regional Focus
Market Analysis
Grapevine


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On the move

Brian McAllister has been appointed Senior Safeguarding Manager at Bright World Guardianships in the UK. Mr McAllister has considerable experience in the sector, following many years in international school management in the UK and teaching in state and private schools in southern Italy. “The responsibility that comes with this position is considerable, and I am overjoyed to be a part of the team here and continue its rapid expansion to make the company the first choice for guardianship services in the UK and overseas,” he said.

Chris Nolan has joined the sales and marketing team at EC as Regional Director responsible for MENA, Turkey, Russia & CIS and Central/Eastern Europe. Mr Nolan previously worked at LAL Language Centres in posts including International Sales Director and Head of Partnership Development. He said, “I’m delighted to be with such a dynamic and highly regarded company – especially at this exciting time in EC’s development.”

Jenny Johnson has joined Eastbourne School of English (Esoe) in the UK as Academic Manager. Ms Johnson has extensive experience in academic management. She worked for many years at IH Barcelona, where her positions included Director of Studies and Head of Teacher Training. In 2006 she relocated to the UK and worked for Cactus as Head of Cactus TEFL and then Academic Director of Cactus Worldwide. “We are delighted that she is joining our very experienced academic team and are confident that her experience will be a great asset to the school and broader organisation,” said Phil Hopkins, CEO at English Language Centre and Esoe.

Embassy English is pleased to announce the appointment of Ann Hawkings as Embassy Sales Director, Europe. Ms Hawkings has more than a decade of industry experience and joins following six successful years at Malvern House London, where she held senior management positions, including Territory Sales & Marketing Manager for Europe, Turkey, Japan and Korea. Ms Hawkings will be heading a newly organised team of Embassy English sales managers with a broad range of experience across the Embassy English and summer programmes.

Marianne Vaccaro has joined Sara’s Homestay in the USA as Programme Director. She has over 22 years of management experience as the director of language schools such as St Giles International, Converse International and Berlitz on Campus (currently ELS). Ms Vaccaro will be expanding provision and concentrating on the sales and marketing as well as agent and school relationships.


Q&A Educator association

Gonzalo Peralta, Executive Director of Languages Canada, answers our questions about the organisation’s achievements over the last 12 months and talks about the implications of new regulations imposed by Citizenship and Immigration Canada.

Full name: Languages Canada/Langues Canada
Year established: 2008
Number of members: 191
Type of members: French and English language programme providers from public, private and not-for-profit sector
Association’s main role: Quality assurance, advocacy, marketing and professional development
Code of practice: yes
Complaints procedure: yes
Agent workshops/fam trips: yes
Contact details:
Gonzalo Peralta,
Executive Director
E: info@languagescanada.ca

What has the association achieved in the last 12 months?

Languages Canada continues to grow and now stands at 191 member programmes. Our activities have included fam tours, presence at key industry events and trade missions to Brazil, Saudi Arabia, Russia, Ukraine, Turkey, Kazakhstan, Italy, Spain and the USA. We have renewed our agreement with Area and signed an agreement of collaboration with Ialca.

How have you been working to strengthen membership services and benefits for your French member programmes?

Since our membership is comprised of public and private sector members offering English and/or French programmes, we have begun delivering targeted services. For example, our participation in ACTFL in Philadelphia was for our French programme members. In order to maintain and grow our promotional capacity we created a new position, Manager of International Affairs and Marketing, which was filled in October by Guillaum Dubreuil.

What challenges does the international education sector in Canada face?

The biggest challenge facing our sector is ensuring that language education is considered and well-positioned within the new regulations proposed under the International Student Program (ISP) from Citizenship and Immigration Canada. This is an opportunity to affect policy that occurs once every 10-to-15 years, so we are investing substantially into this effort. At this point, given the support for international education from other federal and provincial governments, I would say that the new ISP regulations are the most critical element to ensuring that bona fide students have fair access to Canada’s world-class educational system in the future.

Have you been working to strengthen ties with provincial and federal government?

Languages Canada maintains contact with the federal and provincial governments, participating in discussions, consultations and research projects, as well as working with some to deliver promotional activities. Of course, we consider our work with DFAIT (Department of Foreign Affairs and International Trade) to be key in delivery of strong promotional effort, and we have received invaluable support (financial, political, and strategic) from Edu-Canada.

How have you increased the profile of Canada’s education sector at home and abroad?

Languages Canada maintains communication with the different levels of government, and we are present and active participants in all key initiatives. For example, when the Advisory Board on Canada’s International Education Strategy undertook their consultations, Languages Canada and our partners from the Canadian Consortium for International Education (CCIEM) were well represented, and it is CCIEM’s hope that these efforts will pay off in 2013 with increased support for a unified country strategy from Canada.


Q&A Agent association

Mark Winkler, Chair of Swiss association Salta, answers our questions.

What has been the main focus in the last year?

Our main focus has been generating ongoing PR activities to create a major awareness of the Salta brand, its quality scheme and standards. Our aim was to contact mainly teachers, educational institutions and associations. It is essential for us to motivate these multipliers to promote Salta members to their students and potential language travellers. We have published current statistics on the market, accompanied by promotional activities, again to create transparency and awareness on the development of the Swiss language travel market. 2013 is quite a special year for Salta as we celebrate our 10 year anniversary.
 
How do you ensure agency standards?

The most important role of Salta is to secure and check the quality of language trips and language stays abroad, without any exceptions. In order to give these students an orientation on where to book and how to address their questions, a clear code of compliance is necessary, helping students choose the right programme for their needs. It’s an interesting idea to create universal guidelines, however as every market has specific needs and requirements, national guidelines form a better base for students to judge from.   
 
What challenges do member agencies face? 

Swiss agents face the trend of a declining number of booking weeks per student, this in a market where students used to go abroad, on average, for six weeks! So we have to find ways to motivate students to go longer again, as the number of students travelling abroad will not rise. Moreover, Swiss students are very much sought-after for being motivated and good students and of course for staying longer than other nationalities. Therefore, we notice that language schools are becoming more aggressive to gain these students directly for their programmes. So for our members professional and creative online marketing is key. 


Industry issues - agents speak out

Q. Do you think the accreditation of agents/agencies is necessary? How important is it?

Onur Yaldizkaya, Idealist Education Consultancy, Turkey
“The most influential business decision we have made at our agency was developing an Internet marketing strategy 10 years ago. We first defined our target clients’ primary needs and demographic profile. We looked at our top competitors’ and close partner schools’ websites and tried to understand their Internet strategies. Once we did our basic research we developed a strategy that defined how we were going to reach our target clients and the image we needed to present to them. Then we hired a webmaster that redesigned our website, did search engine optimisation and set up some useful software applications that allow us to track our visitors and measure our website’s performance. Today, our website is one of the most visited websites about our business in Turkey with the average of 1,200 visitors per day, and we answer all enquiries that are received through our website within 24 hours. Our website is always updated, user friendly and easy to navigate. It is a valuable source for potential clients and it helps us to keep our brand awareness high in the industry.”

Fr. Jose Thottakara, Naipunnya International, India
“Our vision was to work in areas of employment, employability and education. The growth of the organisation for the last 10 years has been phenomenal. We started in recruitment and then moved on to training and overseas education as part of employability building. Our focus, at first, was on the Australian and New Zealand markets. This gave us a good grounding in the overseas market. As we were moving forward we decided to focus on multiple destinations so that fluctuations in the destination markets would not leave us in the lurch. Thus we explored markets like Canada, the USA and Europe. This gave us a wider portfolio for students to choose from and we could be a one-stop-shop for overseas study. Simultaneously we started our training division where we have Ielts, English, Italian, German, French and Spanish language training. Our multi-destination focus proved to be very successful as fluctuations in markets have forced some colleagues out of business due to a single country focus. We are now expanding with branches and associate offices in various parts of southern India. My dynamic approach to changing situations has been a great factor in our success.”

Jeanette Kramer, Latitude
International Education, Canada
“One of the most influential decisions I’ve made has been to partner with one of Canada’s leading professional internship placement agencies. We’ve partnered in order to develop an extensive agent network in Europe to deliver high-end, professional internship placements to Europeans going to Canada. These work placements do not require young adults to study in Canada but rather provide an opportunity for young Europeans, with an intermediate to advanced level of English or French, to gain valuable work experience and professional on-the-job training. With the increasing amount of work permits available to students, young professionals and working holidaymakers through the International Experience Canada programme, the advancing level of English of so many young Europeans, and the potential changes to the existing C-30 (study & work permits) in Canada, the timing is right to grow these programmes. Following market trends and keeping up with visa regulations has so much to do with making good and influential decisions in our industry.”


Agency of the month

In a series appearing each month in Study Travel Magazine, we ask a different teaching institution to nominate one of their preferred agencies or advisor partners, and to explain why this person/company is worthy of their nomination.

This month DynaSpeak in New Zealand nominates NZUHAK.com in Korea. Jihyun Park at the school explains this decision.


“We would like to nominate NZUHAK.COM in Korea.Shinyoung Jang and Janggun Oh have been working as a team promoting New Zealand schools for the last 10 years. I can tell that they love New Zealand very much and happily promote New Zealand schools to their Korean student clients. They visit the country every two years, dropping in on partner schools to update their school information. Shinyoung is aware of the latest trends in the outbound student market and spends a lot of time with her clients. When she visits she always meets up for dinner with the students she has sent here for study purposes. They are a small company but they know their customers and have very good communication skills.”

“DynaSpeak is a 100 per cent New Zealand owned. It is a top-quality language school in Auckland and is a great school where students can improve their communication skills in a short period. We get excellent feedback from clients and Jihyun is friendly and experienced.”
Shinyoung Jang, NZUHAK.com, Korea

Contact any advertiser in the this issue now

The following language schools, associations and accommodation providers advertised in the latest edition of Study Travel Magazine. If you would like more information on any of these advertisers, tick the relevant boxes, fill out your details and send.

Name

Company

Country

Telephone

Email


ACCOMMODATION
AHLI - American Home Life International  
Generation Estates  
Homestay Technologies Ltd  
Sara's New York Homestay LLC  
Studyhouse  
ASSOCIATIONS/GROUPS
EnglishAustralia  
English UK  
Feltom Malta
Languages Canada / Langues Canada 
 
MEI  
Quality English  
AUSTRALIA

Ability English  
Academia International College 
Access Macquarie Limited  
Australian Institute of Professional Education  
Cairns Language Centre / Eu
rocentres Cairns  
EnglishAustralia  
ILSC Australia  
Impact English College  
English Language & Foundation Studies Centre  
UNSW Global Pay Limited (University of New South Wales)  
CANADA
Algoma University  
Bow Valley College  
Camosun College  
Centennial College of Applied Arts and Technology  
COMOX valley - School District 71  
East Coast School of Languages (ECSL)  
University of Quebec at Trois-Rivieres  
Ecole Quebec Monde  
Hansa Language Centre of Toronto  
Humber Institute of Technology and Advanced  
ILSC - International Language Schools of Canada  
Languages Canada / Langues Canada  
Niagara College  
Ottawa International Student Programmes (OISP)  
St Giles Vancouver  
ENGLAND
Anglia Ruskin University  
Bright World Guardianships  
Camp Beaumont  
International House World Organisation  
Kaplan International Colleges  
Prime Education  
London Language Centre  
London School of Business & Finance  
PGL  
Plus  
School of Oriental and African Studies  
St Giles International  
Trent College  
TUS Advertising  
Twin Group  
University of East Anglia  
EXAM BOARDS
Cambridge Esol  
TOEFL Educational Testing Service
FRANCE
Accent Francais  
Alliance Francaise Marseille-Provence  
Centre Mediterraneen d'Etudes Francaises  
Ecole Suisse Internationale  
French in Normandy  
Groupement FLE  
ILCF Institut Catholique de Paris  
Langue Onze Toulouse  
LSF Montpellier  
Lyon Bleu International  
Paris Langues / Club CEI des 4 Vents  
Université de Perpignan  
GERMANY
F+U Academy of Languages  
ESL Ecole Suisse de Langues  
HONG KONG
English For Asia  
INSURANCE
Guard. Me  
Ingle International  
IRELAND
Centre of English Studies  
IH Cork  
MEI  
Travelling Languages - Think Ahead LTD  
ITALY
A Door To Italy  

MALTA
Feltom Malta
inlingua Malta  
SOUTH AFRICA
City Education Language School  
EC Cape Town  
EF International Language Centers  
English Language School Cape Town  
Eurocentres International  
Good Hope Studies  
International House Cape Town  
inlingua Language Training Centre Cape Town  
Interlink School of Languages  
Jeffrey's Bay Language School  
Kurus English CC  
LAL Cape Town  
Language Teaching Centre  
SWITZERLAND
EF International Language Centers  
Eurocentres International  
TOURIST BOARDS
Malta Tourism Authority  
TURKEY
International Mediterranen Academy  
USA
AHLI - American Home Life International  
Brown University  
California State University San Marcos  
ELS Language Centers  
FLS International  
Forest Ridge School of the Sacred Heart  
Glenholme School  
Global Language Institute  
Hun School of Princeton  
Lawrence Academy  
Montverde Academy  
Saint John's University  
University of California San Diego  
Zoni Lan
guage Centers





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