Communicating a Learning Vision Cross Culturally

             A workshop for the International School of Protocol, Brusse...
Learning Objectives:

•You will gain insight into the world of international education, a multi-billion dollar
worldwide i...
Agenda
1430                Welcome and Introductions
1445                Getting Started: ‘The Best of Times, The Worst of...
Who is in the room?
Telling the story
                of my school
        And helping people
find their place in that story
The Best of Times, The Worst of Times:
         Our stories of school
"To the uneducated an A is just three sticks."
                                      Winnie-the-Pooh
Setting the Scene:
A quick guide to ISB and the world of international
                     education
The business of international schools

Business is booming!

       • More than 1000 international schools worldwide

    ...
The business of international schools

Business is business
   • Quality assurance: Accredited Schools (eg CIS)

   • Prof...
The business of international schools

Whom do we serve? ISB as an example…
   • 1500 students, from 70 nationalities, age...
1999-2000              2007-2008
       USA 42%                USA 26%

        UK 6.9%            Netherlands 8.2%

     ...
The business of international schools

The business of learning
   • International Curricula: IB Diploma, AP International...
The experience of international schools
The experience of international schools
ISB offers a rich, balanced programme of academics, arts, sports and service, desi...
The experience of international schools
ISB offers a rich, balanced programme of academics, arts, sports and service, desi...
The experience of international schools
ISB offers a rich, balanced programme of academics, arts, sports and service, desi...
The experience of international schools
ISB offers a rich, balanced programme of academics, arts, sports and service, desi...
The experience of international schools
ISB offers a rich, balanced programme of academics, arts, sports and service, desi...
The experience of international schools
ISB offers a rich, balanced programme of academics, arts, sports and service, desi...
The experience of international schools



                                    Happy
                                Succe...
The experience of international schools



                                ISB2010

              • Student Learning Agend...
The experience of international schools




ISB High School Student, The Experience of International Education, Newsweek 2...
In the end, it’s all about fit


Families, companies and organisations
purchase international school education in
just the...
In the end, it’s all about fit


• Costs vary: from 16000-28000 euros per year
• Often companies are paying as part of an ...
Becoming a Parent:
You step off a plane, drive to the school, what next?
What do we all want for our children?
In the end, it’s all about fit

Choosing the right school for your child,
on top of everything else,
is one of the most im...
What do we all want for our children?

 Will my child be safe?
 Will my child be happy?
 Will my child learn anything?
 Wi...
What do we all want for our children?

 Will my child be safe?
                       Happy Ethical Successful
 Will my ch...
What do we already know

What motivates people?
  Colleagues in Brussels   36%
  Website                  31%
  Employer  ...
What do we already know

What motivates people?

  Two types of people:

  Word of mouth          65%

  Word of web      ...
What do we already know

What influences people?
Academics                                23%   Other students / families ...
Time for Coffee?
Let’s design a school:
 Education for a new reality
or whose history do you teach?
Cross-Cultural Communication in Practice:
  Learning from Cluetrain to Starbucks
Defining what we do
                           1. Attraction
External Communications




    6. Release                   ...
Telling the story
                of my school
        And helping people
find their place in that story
Story
    Trust
    Listen
Experience
In the end, it’s all about fit

Kind of like Starbucks

                         Starbucks as the ‘Third Place’:


       ...
In the end, it’s all about fit

Kind of like Starbucks
                         ISB
                          Starbucks as...
Everything communicates
How do you capture the spirit of a school?

                                    Community
                                ...
How do you capture the spirit of a school?
How do you capture the spirit of a school?
How do you have good conversations?




               One story.
               A thousand ways of telling it.
          ...
How do you have good conversations?



             Markets are nothing
             more than
             conversations…...
How do you have good conversations?




•What conversations are you starting?
•With whom?
•Using what media?
How do you have good conversations?
How do you have good conversations?


               Are you a lurker or do
               you jump right in?
Are you a good listener?


What are people saying
about you?
What stories are they
telling about you?
What is your brand
i...
Do your customers trust you?


Funky business is when
an organisation
slavishly applies the
‘rules’ of the brand to
all bu...
Do your customers trust you?
A brand is always more
than the sum of these
parts:
•Name
•Logo
•Packaging
•Price
•History   ...
Do your customers trust you?
 A brand is always more
 than the sum of these
 parts:
 •Name

TR
 •Logo
 •Packaging
   US
 •...
And in the end…



Find simplicity in the complexity
Stay learning focused
Take risks. Encourage innovation.
Embrace chang...
QuestionsDiscussion
To keep the conversation going….

                                                                            David Willow...
Communicating a learning vision cross-culturally
Communicating a learning vision cross-culturally
Communicating a learning vision cross-culturally
Communicating a learning vision cross-culturally
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A workshop prepared for the International School of Protocol (Brussels) Summer School.

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Communicating a learning vision cross-culturally

  1. 1. Communicating a Learning Vision Cross Culturally A workshop for the International School of Protocol, Brussels, Belgium Summer School 2009 David Willows Director of External Relations, ISB www.isb.be
  2. 2. Learning Objectives: •You will gain insight into the world of international education, a multi-billion dollar worldwide industry: how it works and the perspective it brings to education in the 21st Century; •You will given examples of how, in this context, we tell the story of our school and help others find their place in this story: considering for yourself the practical value of a narrative approach to cultural diversity; •You will reflect on your own experience and story of ‘school’: using it as a resource for listening to and better understanding the experience of others.
  3. 3. Agenda 1430 Welcome and Introductions 1445 Getting Started: ‘The Best of Times, The Worst of Times: Our stories of school’ (pairs/group exercise) 1500 Setting the Scene: A quick guide to ISB and the world of international education (presentation) 1530 Becoming a Parent: ‘You step off a plane, drive to the school, what next?’ (pairs/group exercise) 1600 Coffee Break 1630 Let’s design a school: Education for a new reality or whose history do you teach? (pairs/group exercise) 1650 Cross-Cultural Communication in Practice: Learning from Cluetrain to Starbucks (presentation) 1715 Further Questions and Discussion 1730 End
  4. 4. Who is in the room?
  5. 5. Telling the story of my school And helping people find their place in that story
  6. 6. The Best of Times, The Worst of Times: Our stories of school
  7. 7. "To the uneducated an A is just three sticks." Winnie-the-Pooh
  8. 8. Setting the Scene: A quick guide to ISB and the world of international education
  9. 9. The business of international schools Business is booming! • More than 1000 international schools worldwide • 6% increase in these schools each year • Now represents a $4 billion industry • Since 2001, international schools around the world have experienced unprecedented growth, particularly in Asia
  10. 10. The business of international schools Business is business • Quality assurance: Accredited Schools (eg CIS) • Profit making? Many not-for-profit, managed by volunteer Boards • Balancing the books: Costs are high, so the fees are high • Market competition: recruiting students and teachers
  11. 11. The business of international schools Whom do we serve? ISB as an example… • 1500 students, from 70 nationalities, aged 2 ½ - 19 years • 24% US expatriates, compared with 42% ten years ago • 10% Belgian and 10% Dutch, representing 2rd and 3rd largest community groups • Characterized by diversity – cultural, linguistic, ways of learning… • 26% turnover each year
  12. 12. 1999-2000 2007-2008 USA 42% USA 26% UK 6.9% Netherlands 8.2% Canada 6.1% Belgium 8.2% Japan 5.2% Japan 7.1% Israel 5% UK 6.7% Belgium 3.4% Israel 5.3% Netherlands/Germany 2.3% Canada 5.2% France 2.2% France 5% Sweden 2.2% Germany 2.3% India 1.9% Italy 2%
  13. 13. The business of international schools The business of learning • International Curricula: IB Diploma, AP International Diploma • Access to top universities: >95% go on to top univerisities • Academics, Arts, Athletics: opportunities to learn and be successful, both inside and outside the classroom • Access: Learning support, ESL, Technology…
  14. 14. The experience of international schools
  15. 15. The experience of international schools ISB offers a rich, balanced programme of academics, arts, sports and service, designed as a coherent learning continuum, Nursery through Grade 12/13. This programme of learning provides a unique ISB experience through which:
  16. 16. The experience of international schools ISB offers a rich, balanced programme of academics, arts, sports and service, designed as a coherent learning continuum, Nursery through Grade 12/13. This programme of learning provides a unique ISB experience through which: Everyone Included All learners’ needs are supported, their perspectives sought and respected and their qualities valued and nurtured.
  17. 17. The experience of international schools ISB offers a rich, balanced programme of academics, arts, sports and service, designed as a coherent learning continuum, Nursery through Grade 12/13. This programme of learning provides a unique ISB experience through which: Everyone Challenged All learners make annual learning progress through the achievement of specific, appropriate learning targets.
  18. 18. The experience of international schools ISB offers a rich, balanced programme of academics, arts, sports and service, designed as a coherent learning continuum, Nursery through Grade 12/13. This programme of learning provides a unique ISB experience through which: Everyone Successful All learners have multiple opportunities to succeed and to secure their best future.
  19. 19. The experience of international schools ISB offers a rich, balanced programme of academics, arts, sports and service, designed as a coherent learning continuum, Nursery through Grade 12/13. This programme of learning provides a unique ISB experience through which: Independent Learner All learners are able to explain what they are learning and why, to reflect on their own learning and plan their next steps and to apply what they have learned in a variety of situations.
  20. 20. The experience of international schools ISB offers a rich, balanced programme of academics, arts, sports and service, designed as a coherent learning continuum, Nursery through Grade 12/13. This programme of learning provides a unique ISB experience through which: International Citizen All learners develop a personal code of ethics, respect for diversity of opinion and culture, competency in communications, collaboration and conflict resolution, an empathy for others, an age-appropriate understanding of global issues and a disposition towards positive community participation.
  21. 21. The experience of international schools Happy Successful Ethical Prepared for the real world Prepared for real work
  22. 22. The experience of international schools ISB2010 • Student Learning Agenda •Professional Learning Agenda •Campus Agenda •Technology Agenda •Environmental Agenda
  23. 23. The experience of international schools ISB High School Student, The Experience of International Education, Newsweek 2008
  24. 24. In the end, it’s all about fit Families, companies and organisations purchase international school education in just the same way as they buy a new Luxury BMW, iPod or pair of Chanel sunglasses.
  25. 25. In the end, it’s all about fit • Costs vary: from 16000-28000 euros per year • Often companies are paying as part of an expatriate package. • Some schools will offer financial aid.
  26. 26. Becoming a Parent: You step off a plane, drive to the school, what next?
  27. 27. What do we all want for our children?
  28. 28. In the end, it’s all about fit Choosing the right school for your child, on top of everything else, is one of the most important decisions you will make as parents. But what should you look for in a school? How do you make this choice?
  29. 29. What do we all want for our children? Will my child be safe? Will my child be happy? Will my child learn anything? Will my child fit in? Will my child transfer on effectively to the next stage?
  30. 30. What do we all want for our children? Will my child be safe? Happy Ethical Successful Will my child be happy? Will my child learn anything? Will my child fit in? Will my child transfer on effectively to the next stage?
  31. 31. What do we already know What motivates people? Colleagues in Brussels 36% Website 31% Employer 9% Colleagues at home 8% Relocation agents 7% Expatriate forums 5% Books/magazines 3% Adverts 1%
  32. 32. What do we already know What motivates people? Two types of people: Word of mouth 65% Word of web 31%
  33. 33. What do we already know What influences people? Academics 23% Other students / families 4% Tuition fees 4% Campus 13% Campus visit / tour 11% Athletics 3% Available space 3% Conversations with teachers and staff 10% Location 9% Website 1% Learning support 7% Brochures 0% Values 7% Extra curricular 5%
  34. 34. Time for Coffee?
  35. 35. Let’s design a school: Education for a new reality or whose history do you teach?
  36. 36. Cross-Cultural Communication in Practice: Learning from Cluetrain to Starbucks
  37. 37. Defining what we do 1. Attraction External Communications 6. Release 2. Recruitment 5. Retention 3. Induction Internal Communications 4. Engagement
  38. 38. Telling the story of my school And helping people find their place in that story
  39. 39. Story Trust Listen Experience
  40. 40. In the end, it’s all about fit Kind of like Starbucks Starbucks as the ‘Third Place’: •WORK •HOME •STARBUCKS
  41. 41. In the end, it’s all about fit Kind of like Starbucks ISB Starbucks as the ‘Third Place’: •WORK •HOME ISB •STARBUCKS
  42. 42. Everything communicates
  43. 43. How do you capture the spirit of a school? Community Inclusion Conversation Innovation Challenge Responsibility Inquiry Beauty Exploration Teamwork Success
  44. 44. How do you capture the spirit of a school?
  45. 45. How do you capture the spirit of a school?
  46. 46. How do you have good conversations? One story. A thousand ways of telling it. Yet every time it is told, the story changes.
  47. 47. How do you have good conversations? Markets are nothing more than conversations… Our only hope is to talk.
  48. 48. How do you have good conversations? •What conversations are you starting? •With whom? •Using what media?
  49. 49. How do you have good conversations?
  50. 50. How do you have good conversations? Are you a lurker or do you jump right in?
  51. 51. Are you a good listener? What are people saying about you? What stories are they telling about you? What is your brand identity?
  52. 52. Do your customers trust you? Funky business is when an organisation slavishly applies the ‘rules’ of the brand to all business decision- making. The Brand is more than a name or a logo. It Funky Business Forever: is a promise and a How to Enjoy Capitalism contract with every (Ridderstrale & Nordstrom, 2008) customer.
  53. 53. Do your customers trust you? A brand is always more than the sum of these parts: •Name •Logo •Packaging •Price •History Funky Business Forever: How to Enjoy Capitalism •Reputation (Ridderstrale & Nordstrom, 2008) •Advertising…
  54. 54. Do your customers trust you? A brand is always more than the sum of these parts: •Name TR •Logo •Packaging US •Price •History T Funky Business Forever: How to Enjoy Capitalism •Reputation (Ridderstrale & Nordstrom, 2008) •Advertising…
  55. 55. And in the end… Find simplicity in the complexity Stay learning focused Take risks. Encourage innovation. Embrace change. Accept mistakes. Enjoy.
  56. 56. QuestionsDiscussion
  57. 57. To keep the conversation going…. David Willows PhD Director of External Relations International School of Brussels (ISB) Kattenberg 19 Brussels, Belgium Telephone: +32 2 661 4223 GSM: +32 485 732564 Skype: davidwillows Blog: http://davidwillows.squarespace.com www.isb.be www.isb.be The International School of Brussels - Kattenberg 19, 1170 Brussels. Belgium - Tel: 00 32 (2) 661 42 11 - Fax: 00 32 (2) 661 42 00

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