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The Australia New Zealand Agent (ANZA) Workshop 2009 SKYCITY Auckland, April 22 – 24. How to maximize your Workshop experience - for Educators and Exhibitors. Agenda. ICEF Workshops Pre-Workshop: Choosing Agents Pre-Workshop: Preparation During the Workshop: Parameters
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How to maximize your Workshop experience - for Educators and Exhibitors
Pre-Workshop: Choosing Agents
During the Workshop: Parameters
During the Workshop: Maximising your Time
During the Workshop: Cultural Awareness
Meeting with Agents: Key Data
Meeting with Agents: Key Questions
Selling your Institution
How to Maximise your Working Relationship
ICEF Workshops occur annually in nine locations around the world
Each Workshop focuses on a different market and attracts participants from various parts of the world
Which Workshop best suits your international student enrolment goals?
Send promotional material in advance to “confirmed” agents
If possible, provide information in local language
Familiarise yourself with information applicable to agent countries: visa requirements, education system, admissions requirements, credit transfers
Design your own agent questionnaire
Print out “Meeting Report” version of your eSchedule PRO appointment schedule shortly prior to the event - agent profile, place for notes
Bring some sort of filing system
Bring stapler to fasten business cards to agency description
Bring digital camera to take photos of agents you meet
Badges & neck cords (educators blue / agents red)
Workshop catalogues, section index
20 min. business appointments
Additional appointments can be scheduled each morning between 8:30 – 9:00 – be at your table / booth
Meeting hall layout
Agent message boxes
“No show” policy / Agent “no selling” rule
Use Workshop catalogue as resource throughout event
Schedule additional appointments using the agent message boxes
Make sure you are available at your table early in the morning between 8:30 – 9:00 in case agents wish to schedule further appointments
Notify ICEF staff if participants do not show for appointments – ICEF No-Show policy
If required, schedule appointments during meals, refreshment breaks, receptions (eSchedule PRO allows you to unblock these timeslots)
Invite agents to join you for breakfast, lunch and / or dinner
Be aware of regional ways of behaviour (greeting, approaching)
Start & finish your appointments on time - some agents out of consideration may not interrupt your appointment to let you know they are waiting
Book additional appointments if you need extra time (refreshment breaks, lunch, evening functions)
Look out for agents interested in having an appointment with you - some agents may be timid and not approach you in a direct manner
What is your core business?
Do you have offices in other countries / regions?
How many student counselling staff do you employ and what are their qualifications?
Is your agency already sending students to (my country) and if yes, how many in the last 12 months?
What other institutions / programmes in my country do you already represent?
Are you familiar with the education system in my country?
What other services do you currently provide for students (counselling, travel, language training & testing, immigration…)?
How do you promote your agency (website, brochure, education events, advertising…)?
What marketing services* do you provide (arrange advertising, coordinate visits, participate in recruitment fairs)?
Other than student recruitment, what other business activities does your organisation engage in?
* services might be at additional costs
Establish contact with agents asap after the Workshop
Remember you are competing with other educators for agent‘s mind space, attention and loyalty
Keep in touch regularly (telephone, email, ICEF Online) and always respond promptly to agent enquiries and questions
Upload all your marketing materials into your ICEF Online profile - for agents to download and order
Invite agents to visit your institution (outside of workshop hours)
Participate in pre and post-workshop familiarization tours
Conduct agent training sessions (eg via Skype or Webex)
Ensure you have a written agreement, outlining:
Respective roles & responsibilities
Business plan (marketing strategy, budget)
Targets in terms of student numbers and quality
Compensation model, payment terms
Cost recovery of marketing and other expenses
Dispute settlement clause, legal jurisdiction
Duration of contract and termination clause
Cancellation Policy / Deposits
Provide continuous training and constant communication in order for the agent to accurately represent your institution
Encourage agents to visit your school / campus as they will find it much easier to market an institution they have seen for themselves
Ensure that the agent’s promotional materials are regularly updated and, if possible, produced in the representative’s language
Respond promptly to the agent’s enquiries
Produce an agent manual containing: relevant contact information, programme descriptions, accommodation options, details of student services, financial aspects (fees, payment, cancellation procedures)
Keep your institution’s profile a priority in the agent’s mind by sending regular updates or newsletters
Provide agents with financial and non-financial incentives (i.e. free courses for agent staff, scholarships, organise competitions)
Set up monitoring and review procedures
Thank You!Please visit the registration and hospitality desk at any time throughout the event with questions or requests.We wish you a successful Workshop!