More Related Content Similar to Selecting And Using Education Agents (20) Selecting And Using Education Agents1. Selecting & using agents
Thijs van Vugt
iE&D Solutions BV / StudyWorld
thijs@ied-solutions.com
ENZ Workshops, Auckland & Christchurch March 2009 All materials strictly copyright © iE&D Solutions® BV
2. Set-up
Agents: the pros and cons?
Selection of agents – the good , the bad and the ugly
Legal and financial aspects
Managing and motivating agents
Agents and your strategy
Examples
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3. Who or what are agents?
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4. Who or what are agents?
Over 35,000 agencies operating worldwide, offering a
comprehensive portfolio of services
Undoubtedly a minefield, with education
specialists, language, migration, visa & travel agents all vying
for your business
Institution representatives
Outsourced IO tasks
Individuals
Private companies
Government bodies
Others
Agencies are now a commonly accepted form of promotion &
recruitment – some agencies in Asia have been established for
25 years
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5. Advantages of agents
Penetration into new markets
Local market knowledge on demand, language and culture
Local presence: 24/7
Specialised student counselling
Added value: follow up of enquiries (also after fair attendance)
Measurable results
Increase in student numbers
90% of something is more than 100% of nothing
(Price, 2005)
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6. Disadvantages of agents
No direct control
Lower income
Your institution’s reputation may be at stake
Ethics: mixing the public function of an institution with the
recruitment of students on a commercial basis by the agent
Agents are one of the most cost effective methods of local
representation, but not simply on the basis of “no cure, no pay”
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7. Some remarks
Agents are only one of many channels to reach and recruit
students:
Education Fairs
Advertising: internet, printed media, radio & TV
Direct mail
Seminars
Scholarships, fee waivers, etc.
Etc.
Agents must form an integral part of an integrated strategy
How many agents do I need?
Spread your risks, more then one agent per market
… but not too many either, because of time management,
and possible tensions between your partners
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8. Selection of agents:
the good, the bad and the ugly
Crucial to match Agents with markets – they are not
appropriate everywhere
Locating an Agent is easy – they come to you!
From: KATHMANDU [mailto:kathmandu@gispl.com]
Subject: Enquiry about the Tilburg University
CONSULTANCY CENTRE FOR OVERSEAS EDUCATION Kamalpokhari, Post Box No. 2000, Kathmandu, Nepal.
Phone: 4422888 / 4426888, Fax: 00977-1-4423456 / 4420000, E-mail: kathmandu@gispl.com
Dear Sirs,
We are very glad to inform you that we are one of the educational consultancies based in Kathmandu-the capital city of Nepal.
It would be very appreciable if we could get detail information regarding the university and the other procedures or the admissions. We
definitely hope the positive cooperation from your side.
Thank you.
Yours truly,
Sarita Gurung
Secretary
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9. Selection of agents:
the good, the bad and the ugly (2)
An ever increasing supply of so-called agent workshops
(ICEF, ALPHE, Langton, WEBA, etc.)
Finding a good & reliable agent is less easy & is reliant on a
range of factors
references & existing clients
quality of communication
quality of marketing material
the numbers of student using the agent’s services
the agent’s professionalism
etc.
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10. The right match?
Which other (NZ or comparable) school does the agent work for?
How successful?
Why does an agent want to work with your institution?
English proficiency? Professional communication?
Good website & corporate communication?
Transparent methods, procedures, fees?
Access to the ultimate decision maker?
Are expectations realistic, consistent with your strategy?
Does it click?
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11. What makes a good agent?
Dos and don’ts
Knowledge of local market
Knowledge of local education system or willingness to acquire
that knowledge
Willingness to accept the Code of Practice
Good contacts with local schools, institutions, relevant
government, embassies, etc
Knowledge of & expertise in marketing & communication
Years experience
Honest & open
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12. What makes a bad agent?
Dos and don’ts
False or misleading comparisons between programmes of various
providers
False or misleading promotion of recruitment activities
Incorrect presentation of connections with other institutions
Incorrect or unfair advice concerning admission to certain
programmes
Promises concerning permanent residence in your country or
pointing out illegal actions to achieve permanent residence (e.g.
fake marriage)
Suggest that the status of fulltime student may serve as cover for
other activities or to help people wanting to undertake activities
other than study
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14. Various modi operandi
Direct:
The institution determines the plan of activities
The agent supports the activities and strategy
of the institution
Indirect:
The agent gets own marketing budget and the
freedom to spend it - need for clear
agreement on results, etc.
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15. Finance
How much an agent costs depends on your objectives
Most agents work on a commission fee basis (10-20%)
And/or a fixed fee, or a service fee from the student
In exchange they promote your institution as part of their
portfolio, nothing more: you’re on the shelf!
To get noticed, you need more:
Be willing to give your agents a marketing budget so they can
advertise, organise seminars, visit fairs, etc.
Direct control vs indirect control (retainer)
Payment: after the student has paid tuition fees
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16. Finance (2)
Marketing fees:
Fixed amount per year
Per activity (advertisement, fair, seminar, etc.)
Package of services
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17. Legal aspects
Make clear what you expect of the agent:
Role, rights & duties of BOTH parties
Finance and payments
Monitoring & evaluation
What are the criteria for success
How to deal if things go bad and how to terminate the contract
Duration of the contract
Conditions
Exclusivity (NOT!)
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18. Legal aspects (2)
Signatories must advise recruitment agents that their agreement
may be terminated for breach of the Code by the agent. This must
be stated in any written agreement between a signatory and an
agent.
The institution remains responsible for the admission of the student.
In case recruitment or service fees are owed to the agent, the
agreement should clearly stipulate by whom these costs are to be
paid to the agent.
The international student needs to be clearly informed about this
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19. Agents management
Start with a training of your agents
Produce a so-called agent’s manual
Visit your agent regularly (= min. 1 x per year)
Make an agent feel wanted and special: respond quickly to
emails, etc.
Frequent communication, e.g. agents e-news
Annual evaluation
If you have many agents: develop a loyalty programme (gold,
silver, bronze)
Above all: don’t sit back and wait for the students to come!
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22. Agents training
Knowledge of the institution (history, structure, facilities,
etc.)
Knowledge of the products/programmes
Knowledge of the admissions requirements
Knowledge of the admissions procedures (deadlines,
documents needed, etc.)
Tour of facilities and environment
Updating on new developments (for existing agents)
How would you like your institution presented, positioned
and represented
NB: pay for travel & subsistence!!
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23. Agents & your strategy
Be willing to see agents as partners
Let the agent develop or assist in the development of a
strategy in country X and make them responsible for the
implementation, e.g.:
Market analysis: trends & developments, competitor
analysis, student surveys, etc.
Advise on communication channels (web, printed,
fairs), timing
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24. Agents & you
How to become the agent’s priority:
Respond quickly to agent’s questions
Sufficient supply of RELEVANT marketing material
Frequent visits
Speedy processing of applications
Timely payment of commissions
Joint marketing efforts: willingness to pay
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25. Example 1: agent
Market research & analysis
Mainly Study Abroad
140
10
120
100 1 0 6 Others
80 New Zealand
60 120
91 94 88 USA & Canada
40
Australia
20
0
2006 2007 2008 2009*
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26. Example 2: HEI 1
NZ HEI recruiting in Holland. Aim: 5 students/year; 1-2 in year 1
Sample budget:
StudyWorld Vermeer marketing package: € 500 per year
A basic institution profile on the StudyWorld website
Inclusion in the StudyWorld brochure
Travel / subsistence in Europe: € 500
StudyWorld seminar in Holland: € 500
Participation in Scope on the Globe with ENZ: free
Total costs Dutch market: € 1,500 (excl commissions)
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27. Example 3: HEI 2
AUS HEI recruiting in Holland. Aim: 3-5 students/year
Sample budget:
StudyWorld Rembrandt marketing package: € 2,000 per
year
An extensive institution profile** on the StudyWorld website
Inclusion in the StudyWorld brochure
A one-time logo in the StudyWorld E-Newsletter (each month)
A one time item in the StudyWorld E-Newsletter (each month)
A one-time news item on the StudyWorld website (for three months)
Travel / subsistence in Europe: € 2,000
Total costs Dutch market: € 4,000 (excl commissions)
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28. Example 4: HEI 3
Summary of Marketing Expenses (excl commission)
7-8 students from Holland
Travel
Internet Registration Costs Freight Total
Studyworld (Rembrandt
Package) € 1.261,52 € 1.261,52
Masterbeurs 1 € 1.513,83 € 756,91 € 403,69 € 2.674,43
PEC (Scope on the Globe) 2 € 908,30 € 176,61 € 151,38 € 1.236,29
€ 1.261,52 € 2.422,12 € 933,53 € 555,07 € 5.172,24
Avg cost/student: AUD 1,350 / EUR 670
1 Travel
costs based on 4 days accommodation & expenses for a 2-week European trip & & 29% of a European Airfare
2 Expected costs based on shared arrangement between 4 WA Universities. Costs include internet advertising.
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29. Example 5:
Agent markets for boarding school
Korea, China:
Full programme to enter top universities in US and UK
Building a network takes at least a year
Price: US$ 35k and upwards
Commission: 10-15% (of which 5% for subcontracted
agents)
Visit at least once a year
China:
• provide good ESL
• Shanghai completely different from Beijing (open vs
more political and poor English)
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30. Example 5 continued
Brazil:
½ -1 year experience abroad, w/ host family
Price: US$ 30k max.
Commission: 10-15% (of which 5% for subcontracted
agents)
Ecuador, Colombia:
Normally go to Canada since much cheaper, yet too
cold
Price US$ 20k – US$ 30k
Underdeveloped markets, so initially low numbers
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31. Agent markets
for boarding school (cont.)
Expenses:
Attendance @ ICEF workshops for 1 year: > EUR
15,000
Travel: & subsistence EUR 15,000
Preparation of workshops: EUR 25,000
Initial aim: 130 students @ US$ 38,000 (US$
4,940,000; EUR 3,800,000)
Commissions (15%): EUR 570,000
Revenue -/- expenses:
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32. Conclusions: 10 golden rules
Ensure that the use of agents will integrate and complement
your wider marketing and recruitment strategy.
Brief all those members of staff whose work will be affected by
the actions of the agents: admissions staff, international office
staff and other support staff.
Due diligence: ensure that any agent you contract is reliable,
reputable and responsive. Gather references and peer reviews
for each agent you are considering to sign on.
Sign a contract with your agent, specifying the rights and
obligations of both parties, ensuring that you eventually are in
control, i.e. able to terminate the contract whenever the agent
has crossed the line
Build a lasting relationship with your agent by investing time and
money in the agent: visit your agents, invite them to your
campus for familiarisation and training
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33. Conclusions: 10 golden rules (2)
Ensure that you are able to spend more than just the
commission, i.e. marketing money for specific marketing
activities.
Provide your agent with a manual about your institution, the
admissions process, student accommodation, etc.
Be willing to (re)direct enquirers to your agent, since they are
much better at following-up than you.
Follow-up accurately and as quickly as possible on any
applications that your agent provides you with.
Remember: 90% of something is a lot more than 100% of
nothing (Price, 2005)
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34. StudyWorld Seminars
8 April: study in Oz and NZ
13 May: Business s studies
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