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September 2015 issue

Contents
News
News Round Up
Inside the industry
Agency Survey
Direction 1
Direction 2
Secondary Focus 1
Secondary Focus 2 Industry Faces
Tertiary Focus
Special Report
Destination
Regional Focus
Course Guide
Spotlight1
Spotlight2
Market Analysis
Grapevine

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Canadian colleges in the spotlight

Canadian colleges have in the past been overshadowed by other post-secondary education opportunities on the international stage. Now, however, they are edging into the spotlight. Gillian Evans reports.


Almost 300,000 international students are studying at Canadian education institutions, 21 per cent of whom enrol at “other post-secondary institutions” such as colleges. This is encouraging for a sector that has worked hard to get itself noticed internationally. Even so, some colleges feel that they remain a hidden jewel of the Canadian education system. Lina Perrotta at Herzing College Canada in Montreal, QC, says, “Many agents are not fully aware of the opportunities available in Canada, [and] it is the responsibility of the individual institutions to market their brands overseas.”

“The Canadian education system is very diverse so a national marketing strategy may perform some general branding, but it cannot provide the detail necessary for agents to clearly understand the institutional differences,” agrees Mark Herringer at North Island College (NIC) in Gold River, BC.

Gabriela Facchini, Regional Manager, International, at Georgian College in Barrie, ON, reinforces this by saying. “More needs to be done [on promoting Canadian colleges]. Few agents truly understand the difference between colleges and universities in Canada. The word ‘college’ is problematic because it means different things in different countries.”

In Canada, community college usually refers to public polytechnics, applied technological institutes and applied arts institutes. These colleges usually provide continual education on more technical or vocational career choices. At Georgian College, for example, 80 per cent of programmes have a work practicum. “Our graduates graduate with diplomas or applied bachelor degrees with Canadian work experience,” explains Gabriela. “The work experience is what opens the doors of opportunity to the students.”

Jos Nolle at Seneca College in Toronto, ON agrees. “Canadian colleges offer job-related, applied higher education and training programmes that prepare students for careers. College graduates therefore have a higher job placement rate than university grads.”

Studying at a college has other advantages too, such as smaller class sizes than at universities and cheaper tuition fees. “Starting post-secondary education in community colleges makes sense,” asserts Gabriela. “Students save money, get hands-on practical learning with the latest technologies and equipment in smaller classes with more personalised attention, get work experience and can transition later to more studies in university.”

So what are Canadian colleges doing to raise their international profile? While agents fulfil a crucial recruitment role for many colleges (see box below), Mark points out, “One single [marketing] element alone is not successful without the others.” NIC uses a whole range of marketing tools including agents, websites, direct recruitment, school visits, in-country seminars and presentations, social media and word-of-mouth.

Sheridan College in Oakville, ON, also uses a variety of student recruitment tools for attracting overseas students – website, social media, targeted media campaigns, alumni events, recruitment fairs and agents. Alexander Prokopenko at the college points out that the effectiveness of a campaign is also dependent on the target market itself. “Each individual market has its dynamics and specifics; not all tactics work everywhere equally,” he says. “There are also different approaches for undergraduate and for postgraduate studies. We monitor trends and changes in international student marketing, measure and evaluate what works and what doesn’t work.”

Fine-tuning their marketing strategy, Okanagan University College in Kelowna, BC, has stopped going to education fairs “due to their lack of results and high costs involved”, says Russel Boris at the college. “We now concentrate on agent relationships.”

By all accounts the message is getting out there. Nadia Ramseier at Algonquin College in Ottawa, ON, observes that “agents are becoming more aware of the opportunities at Canadian colleges, and the value of applied education in general”. She concludes, “I have been in the industry for 15-plus years, and Canadian colleges have never been so popular!”
GillianEvans@studytravel.network


Agent importance?

For many colleges in Canada, agents already play an important role in their overseas marketing, and international student numbers are growing. For example, at Georgian College in Barrie, ON, overseas enrolments have doubled in the last three years, according to Gabriela Facchini, to account for around 10 per cent of their total intake. Alongside attending fairs, holding educational seminars and their website, the college uses agents. “Using agents is our most successful tool,” reports Gabriela. “Agents understand their markets and the cultural differences that exist between their clients and Canadian culture and Canada’s post-secondary institutions. They are in a unique position to be able to properly prepare students to come fully informed so that they don’t have unexpected surprises or unrealistic expectations.”

Geoffrey Dalton, Director of Cambrian International, Cambrian College of Applied Arts and Technology in Sudbury, ON, agrees, saying the beauty of using agents is that they “understand the students’ needs and have influence in the decision making process of the students and their parents”. At Herzing College Canada in Montreal, QC, Director of International Relations Lina Perrotta reports that they are now increasingly working with agents. “We are always open to new trends in marketing,” she adds. “For now, we are planning to attend different education fairs and agent conferences.”

Nurturing the agent-school partnership is important. “Agent relationships are a priority in our strategic plan,” says Nadia Ramseier at Algonquin College in Ottawa, ON, “and we make concerted efforts to build long-lasting, loyal relationships. We attend agent workshops, visit offices, provide fast and constructive replies [and] work with our partners whenever is possible to help them with their recruitment efforts.” Nadia adds, “They provide access to students that we wouldn’t have on our own, nurture leads that we wouldn’t have the time to do, convince students/parents with culturally appropriate arguments – it is like having so many connected and culturally aware staff members scattered around the world.”

Contact any advertiser in the this issue now

The following language schools, associations and accommodation providers advertised in the latest edition of StudyTravel 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



LANGUAGE

INTERNATIONAL
Alpadia Language Schools  
Amauta Language School  
CERAN Lingua
International  
don Quijote  
EF International Language Centers  
ELS Language Centers  
Enforex  
Eurocentres  
Eurolingua Institute  
International House World Organisation  
Kaplan International
English  
Kings Education  
LAL Language Centres  
Oscars International  
PGL  
Pro Linguis  
Quality English  
Sprachcaffe Language Plus 
St Giles International  
TLG - The Language Gallery  
Twin Group  
Xplore  

ARGENTINA
BASP - Buenos Aires Spanish School  

AUSTRALIA
Ability English  
Cairns Language Centre  
English Australia  
ILSC Australia  
Impact English College  
Monash College  

BRAZIL
Instituto Cultural IDIOMA  

COLUMBIA
Spanish World Institute  

CANADA
YMCA International Language School  

COSTA RICA
Academia Tica  

CUBA
Study Team Cuba  

CZECH REPUBLIC
Carlsbad International School  

ENGLAND
ABLS - Accreditation Body for Language Services  
BEST in Bath  
Communicate School  
English Language Centre Brighton  
Experience English Group  
Heart of England Language School  
Inspiring Learning  
International House London  
Islington Centre for English  
Liverpool School of English  
Living Learning English  
Manchester Language School  
Oxford Royale Academy  
Sidmouth International School  
University of Liverpool  

FRANCE
Alliance Française Lyon  
Alpine French School  
Cours de Civilisation Française de la Sorbonne  
Ecole de Tersac  
France Langue  
inlingua La Rochelle  
Institut Français Riéra  
International House Nice  

GERMANY
BWS Germanlingua  
F+U Academy of Languages  

IRELAND
Atlantic Language Galway  
Donegal Language School Equestrian & Surf Centre  
Emerald Cultural Institute  
Galway Cultural Institute  
Horner School of English  
International House Dublin  
ISE - International School of English  
MEI Ireland  
University College Cork Language Centre  

JAPAN
Intercultural Institute of Japan  
Kai Japanese Language School  
Sakura House  
Yokohama International Education Academy  

MALTA
Feltom Malta  
IELS - Institute of English Language Studies  
Magister Academy  

NEW ZEALAND
Christchurch Polytechnic Institute of Technology  
DynaSpeak  
English New Zealand  
University of Otago  

NORTHERN IRELAND
International House Belfast  

PHILLIPPINES
Paradise English  
PANAMA
Habla Ya Language Center  

PORTUGAL
International School of the Algarve  

SCOTLAND
Experience English Group  
Kilgraston Language and Activities School  

SOUTH AFRICA
Bay Language Institute  
EC Cape Town  
Education South Africa  
Eurocentres Cape Town  
Good Hope Studies  
Inlingua Cape Town   
Interlink School of Languages  
International House Cape Town  
Kurus English  
LAL Cape Town  
Language Training Centre   

SPAIN
CLIC International House Spain  
Escuela de Idiomas Nerja  
Estudio Sampere  
Live Madrid SC School  
Malaga Instituto  

THAILAND
British International School Phuket - BCIS  
USA
California Language Academy  
EF International Language Centers  
Summer Study Programs  
University of California San Diego  

SECONDARY

CANADA
Calgary Board of Education  
Caps-I  
Dufferin-Peel Catholic District School Board  
Eastern Townships School Board  
Edmonton Catholic Schools  
Edmonton Public Schools  
English Montreal School Board  
Golden Hills School Division #75  
Greater Essex County District School Board  
Greater Victoria School District  
Halton Catholic District School Board  
Humber Institute of Technology and Advanced  
ITTTI Vancouver  
Langley School District #35  
Louis Riel School Division  
Ottawa Carlton District School Board  
Oxford Royale Academy  
Pembina Trails School Division  
Powell River School District #47  
Simcoe County District School Board  
St James - Assiniboia School Division  
Thames Valley District School Board  
Waterloo Catholic District SB  

ENGLAND
Chaucer College Canterbury  
Chichester College  
Oxford Royale Academy  
Queen Ethelburga s College  

USA
Barrie School, The  
High Schools International - HSI  
Menaul School  

TERTIARY

INTERNATIONAL
Hult International Business School  
CANADA
Cambrian College of Applied Arts and Technology  
Centennial College of Applied Arts and Technology  
Georgian College  
North Island College International  
St Clair College  

ENGLAND
Bromley College of Further and Higher Education  
University of Liverpool  

IRELAND
University College Cork Language Centre  

NEW ZEALAND
University of Otago  

PORTUGAL
International School of the Algarve  
USA
Summer Study Programs  
University of California San Diego  

VOCATIONAL

INTERNATIONAL
Hult International Business School  

ASSOCIATED PRODUCTS/ ORGANISIONS

AUSTRALIA
English Australia  

ENGLAND
ALTO  
British Council  
Campus Living Villages  
IALC  
IELTS  
Quality English  
Trinity College London  
Twin Group  

JAPAN
Homestay Technologies  

NEW ZEALAND
English New Zealand  

SPAIN
Andalucia  





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