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Brazil Partnership

Brazil Partnership. May 2010. British Council Brazil: 4 large offices Education UK Team in São Paulo and Rio Need to optimise platform/programme ratio A smaller Rio office (projects delivery team) Strategy comes from São Paulo Less duplication = more rational spending

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Brazil Partnership

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  1. Brazil Partnership May 2010

  2. British Council Brazil: 4 large offices • Education UK Team in São Paulo and Rio • Need to optimise platform/programme ratio • A smaller Rio office (projects delivery team) • Strategy comes from São Paulo • Less duplication = more rational spending • Education UK Team in SP only British Council Brazil change (2009) Rio is still a critical part in local EdUK strategy

  3. Education Promotion Team São Paulo Office: Rodrigo Gaspar Education Promotion Manager Daniela Madureira Education Promotion Officer - UK Amanda Domingues Education Promotion Officer - Brazil Main goal: increase the number of Brazilian students in the UK

  4. Our point of view

  5. Political • Seen in Latin America as role model for democratic continuity • President Lula remains popular – 2010 election • Economic • Brazil: 8th largest economy in the world (largest in Latin America) world bank • Global crunch: last country to get in, first to get out • Economic growth projected 5% in 2010 • Social • Population: 195 m (6th in the world) • Population of 15-34 year olds: 62 m • EdUK target (age + income) 13 m

  6. A plugged-in country • Internet users: 70 mi users - up at least 25% every year • 85% of Class A + B1 = average age 26 • No. 2 worldwide users of virtual communities (Orkut : #1; Twitter #2) • 5th global ranking: 180 million mobile users Top country in the world in hours per user

  7. What’s in sight ? • 2014 Brazil World Cup: São Paulo will open, Rio will close • 2016 OlympicsRio: first city in Latin America • 2007 PanAmerican Games successful

  8. Brazil and the global challenges • World’s biggest challenges • Climate change • Food provision • Environment preservation • Brazil • biggest and longest-standing bioethanol programmes in the world • expertise in knowledge-intensive natural resource extraction • agricultural research institution: a network of over 40 labs and 2,000 scientists, receives over 10% of science budget - among the most advanced in the world • Amazon rainforest: 15% of world’s fresh water and global biodiversity reference

  9. Brasil Partnership visits - last 12 months

  10. BRAZIL PARTNERSHIP Evolution - Number of partners restructuring the operation

  11. Brazil Partnership breakdown • 27 members • - 22 HE institutions • - 3 Independent Colleges (1 promoting HE, 1 English, 1 Prep) • - 1 FE College • - 1 Associate member • - Going beyond 25 • Expressed interest in 2010: • * University of Manchester • * University of Bristol • * Bournemouth University

  12. Some services to all partners - Market Briefing (how to get into the market?) - Presentation set-up - Electronic media – Database - CRM – newsletters - Market Intelligence (different levels) - Contact with local institutions and agents - Discounts at ads, mailings etc- Live Chats and other online services Country Partners - sample exclusive services • - Brazil Partnership Website • - Premium Marketing Intelligence + Ad Hoc research • - Admission Support • - Nine newsletters per year with opportunities and updates (only country) • - Branding and exposure in promotional leaflets • Exclusive leaflet in our Country Partners Folder • Social Media

  13. Set up your presentation Recent presentation highlights: King’s College - Over 130 enrolled 63 attendees University of the Arts London - Over 200 enrolled 132 attendees London Metropolitan University - Over 160 enrolled 49 attendees • Be briefed about the market • Identify and choose cities • Venue: (£75 in BC premises) • Equipment (£60) • Free website promotion • Segment and send e-news (at cost) • Newspaper ad ? (discount) • BC confirmation calls (£35)- Alumni ? • Live Chat ? (£ 60)- Contact details for follow-up • Support and advice throughout process Quality Focus Segmented database

  14. Brazil exclusive CRM database Database:29,000 students who have interacted with Education UK voluntarely Filter options:Region Age Current Level Desired Level Gender Alumni? Subject Area

  15. Newsletter Builder Newsletters:Example: Westminster Visit

  16. Set up your presentation: new thing! • Secretly tested during last presentations in Brazil • - Goldsmiths, University of the Arts, York, King’s College Social Media promotion - free pilot • We register ourselves on Orkut (Brazil’s Facebook) • Map out social communities related to the event in two dimensions- Generic groups - Specific interest • Contact group moderators requesting permission to send forum message • Send event invitation to bulletin board (more realistic at this point) • We also have an EdUK Brasil community at Orkut...but that is going slower • Facebook and Twitter activity

  17. Social Media - Orkut, Facebook & Twitter • Orkut(Brazil’s Facebook) • - 51 million users in Brazil (against 2 million in Facebook)- 55% age 16-25 + 14% age 26-30 “Masters & PhDs” “Engineering students” “FGV MBA class” “Branding Brasil” “Studying Abroad” “Research in Comms” - Monitoring other communities in search for feedback • Twitter • - Twitter is a free social networking and micro-blogging service that enables its users to send and read other users' updates known as tweets.- 120 million users (6 million new ones every month)- Brazilians # 2 nationality after Americans (9% of total users)- 50 million tweets per day, 600 per second

  18. Social Media promotion - Twitter EdUk Brasil profile: 450 followers receiving updates

  19. Country Partners Portfolio photo areas quote logo text did you know? contact

  20. Country Partners Satisfaction Survey 2009 How was the quality of the EUKP services during individual visits to Brazil ? How was the customer care you’ve received from the BC in the set up and during the visit ?

  21. Satisfaction Survey 2009 Being a country partner

  22. Brazil Differentials and Advantages BC Team – Customer Care "Probably the best BC we've worked with" (University of Warwick) “The BC operation is currently our best asset” (London Metropolitan University) "Team is excellent and professional in both cities" (University of Westminster) “BC Brazil is certainly one of the most helpful offices I work with” (University of Glamorgan) “Some of the most responsive and proactive supports from all BCs” (Goldsmiths) “Excellent and helpful as ever. Any issues dealt with immediately.” (Queen Mary) “Very strong introduction. Much better than other Partners meetings” (City University) “London Week was fantastic, well worth the time and money invested” (King’s College) (Relatively) Happy partners

  23. Brazil Differentials and Advantages How do you rate the work BC Brazil does and your general feelings about being a part of Brazil Partnership ? How do you rate the Brazilian market compared to other countries?

  24. Student Markets

  25. Independent Schools • - Very small niche • - No stats available (just LAC) • Further Education • - Also just a niche • - There is no “FE” in Brazil • - Career based is not valued • - Qualification validation • - It doesn’t make sense for our students • - Colleges: English and Prep

  26. FE students - evolution What exactly are these students in FE institutions ? Are they really FE students ? Difficult to explain without breakdown

  27. English students - evolution 17,000 students Top 5 sending countries

  28. Higher Education - evolution 1,580 students steady growth * 32% growth in 4 years * Last 3 growths: largest ever restructuring the operation

  29. Why don’t we have more HE students ? • $$$$$$$$$ • Brazilian institutions are great • English Language can be a killer • Lack of links between universities • UK Fees Regime X Brazilian Scholarships • Market Share / Cultural Influence • UK universities: Brazil not a priority • Some level of “cannibalism” (English) • Undergraduate:it doesn’t make much sense...

  30. * updated with help from BC’s central market intelligence unit

  31. HE Market Share in Brazil - Analysis Share variation in the last 3 years: USA: - 3% Portugal: 0%Germany: 0% France: +1%UK: +1%Spain and Italy: 0% Competitors’ Strengths: USA: Cultural influence and more investment from universities Portugal:Language and Work/Government Agreements Germany & France:Tuition (or lack of), Links to local universities Spain: Some language, but declining influence Italy: Country Brazilians admire the most, in general terms Canada & Australia: Lots of investment, growth so far modest in HE Latin America: Except Cuba, all neighbours are declining

  32. Higher EducationHESA 08/09Age and Level Gender: Male: 47%Female: 53%

  33. Student Profile – HESA 08/09 Which areas do they study ?

  34. HESA 08/09 Brazil: Self-funded: 65%BR Govnmnt: 3% Mexico: Self-funded: 43%MX Govnmt: 20%

  35. Research in Brazil • 1981: 2,000 papers 2009: 30,000 papers (2,12% of world’s production) • Passes Russia and Holland to become 13th globally (NSI); UK is 5th • This growth pushes Latin America and exceeds by far the G7 Brazil’s share of world output is growing increasingly rapidly Volume of publications compared to 1981=100 Source: Global Research Report Brazil Evidence and Thompson Reuters

  36. How can we increase the number of government-funded students? • FAPESP and Research Councils UK • 2009 alone: £480 million spent with Brazilian students abroad • There is a LOT of money in FAPESP, and they are more open than Brasilia • Oct 2009: groundbreaking agreement set up between FAPESP and the UK • Brazilian and UK researchers to apply for funding through a single application • Peer review process • All fields of Science • Institutions such as King’s College are already doing separate deals for exchange of researchers AND PG students

  37. www.educationuk.org.br - new and improved

  38. Website – Brazil-only content we hopefully will add - Scholarship Specials: For Brazilians only- Experience UK Now: Local content (videos/text)- Equivalence charts and validations: Connecting the 2 systems- Visa and Work information: Local information- Thematic Areas Tips: Why can’t you study Law at UG? Why is the MBA different?- British Council tips: Choosing an institution, rankings etc

  39. Live Chats+ Webcast live broadcast through the internet ex. University of teh Arts

  40. Leaflets: where information meets promotion • Leaflets with relevant information about British education and listing courses offered by UK universities

  41. Events • - Our exhibition: October 2010: São Paulo & Rio • -University Presentations in SP and Rio (Brasilia and Recife starting) • -ExpoBelta 2010 • -Expo Estude no Exterior (FPP Media) – twice in 2010 • - New PG-Only ExpoEstude • - MBA Tours • - University Fairs (FAAP, Mackenzie, UFF...) • - BandPro (Best secondary school of Brazil: Colégio Bandeirantes)

  42. Brazil Exhibition • São Paulo – 16 & 17 October • Rio de Janeiro – 19 October • No formal name yet (“Universities UK” ??) • Target institutions: Higher Education products (or prep) • Same venues that were successful on London Week • That means limited number of exhibitors (17 in SP, 14 in Rio) • Presentations will have a different model • Costing already submitted. Price around £1,000 per city • Recruitment opens this May

  43. Other important audiences

  44. Visa – new points based system and impact • British Consulate • Completely new relationship with us • 2 days training for agents (around 50) • British Council Information staff also trained • Material in English and Portuguese • Education UK website part of the process again • * Student Express Scheme (visa in 2 days) • All country partner’s agents are in Little negative impact measured so far in HE Big problem for the market: Beginner’s English

  45. Education Promotion in Brazil 2009 Agents & ELT

  46. Agents & ELT • Brazil Agents – much ahead on the game globally • Training and Certification not as important • Strategic partnership with BELTA (and ExpoBelta) • Belta: best agents association in the world, many prizes • Support of Agents Workshop in English UK’s annual event • Open Days with British Consulate (Jan/2010) • Student Express Scheme • Main problem and challenge: develop HE niche • English sells very easy • Fees and Commissions • HE: Difficult Product to sell versus Larger amounts • 72% of agents sales are English • 17% Work & Travel • 1% Higher Education

  47. Brazilian institutions • Difficulties • Brazilian Public Universities (free) • Spotted “elitism” from both sides • Different business model for students mobility • no fees, just exchange • lack of programs in English to receive British • lack of interest by British students to come to Brazil • Competition advancing fast • France, Germany, Italy, Portugal, Spain... ...and even the US

  48. Encouraging sings • King’s College + USP: groundbreaking partnership • Northampton + FAAP: 1st Double Degrees (Business) • Manchester + FGV: joint online MBA • Royal Holloway visited by UNISINOS students • Guildford College + SENAC: discussing partnership • UEL + SENAC: discussing partnership • UAL + FAAP: undergraduate students • Worcester + USP: futsal joint program for students and coaches

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