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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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the australia new zealand agent anza workshop 2009 skycity auckland april 22 24
The Australia New Zealand Agent (ANZA) Workshop 2009SKYCITY Auckland, April 22 – 24

How to maximize your Workshop experience - for Educators and Exhibitors

agenda
Agenda

ICEF Workshops

Pre-Workshop: Choosing Agents

Pre-Workshop: Preparation

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

Post-Workshop: Follow-Up

Post-Workshop: Agreement

How to Maximise your Working Relationship

icef workshops
ICEF Workshops
  • The world’s premier networking forums with quality pre-screened agents
  • 2 days of one-to-one business appointments with relevant and quality agents
  • Appointments serve dual objectives of meeting with new contacts or maintaining existing relationships
  • Workshop meals, refreshment breaks and evening functions offer further valuable networking opportunities
  • ½ day of Market Intelligence Seminars providing latest research on industry trends
icef workshops cover the world
ICEF Workshops cover the world

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?

pre workshop choosing agents
Pre-Workshop: Choosing Agents

eSchedule PRO:

  • Update your own eSchedule PRO profile to ensure correct company information to be viewed by agents
  • Filter agents by country and programmes of interest
  • Review agents profiles on eSchedule PRO to ensure compatibility with your offerings
  • Request / re-request appointments and revisit site regularly to secure adequate meetings
  • Request 2 or 3 x the appointments you want as 50 – 65% of all meeting requests are ignored or declined

Send promotional material in advance to “confirmed” agents

If possible, provide information in local language

pre workshop preparation
Pre-Workshop: Preparation

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

during the workshop parameters
During the Workshop: Parameters

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

during the workshop maximising your time
During the Workshop: Maximising your Time

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

during the workshop cultural awareness
During the Workshop: Cultural Awareness

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

meeting with agents key questions
Meeting with Agents: Key Questions

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…)?

meeting with agents key questions1
Meeting with Agents: Key Questions

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

selling your institution
Selling your institution
  • Unique selling proposition (USP)
  • Range of programmes including strengths
  • Teaching standards (teacher qualifications, student / teacher ratio, max. class size, student mix)
  • Curricular and extra curricular activities
  • Student care & welfare (health, security, guardianship, special needs)
  • Accommodation options
  • Course / subject & general living expenses
  • Location features (climate, travel & recreational options, social and cultural life…)
post workshop follow up
Post-Workshop: Follow-Up

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)

post workshop agreement
Post-Workshop: Agreement

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

how to maximise your working relationship
How to Maximise your Working Relationship

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

how to maximise your working relationship cont
How to Maximise your Working Relationship (cont.)

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

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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!