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www.studyadelaide.com
Introduction to
StudyAdelaide
Karyn Kent, Chief Executive
www.studyadelaide.com
Who are we?
Semi-government organisation promoting South Australia as a
premier study destination fo...
www.studyadelaide.com
Value of International Education
• $1.056 billion dollars in 2014
• Highest ever
• number one servic...
www.studyadelaide.com
Source: ABS
Education as an Export for South Australia $
millions: 2000 to 2014
0
200
400
600
800
1,...
www.studyadelaide.com
SA’s International Student Numbers
10 year trend to 2014
17,955
20,439
23,349
28,007
33,921 34,310
3...
www.studyadelaide.com
South Australia Enrolments
Sector by Sector - 2014
SECTOR ENROLMENTS
2013
% SHARE OF
AUSTRALIA
Highe...
www.studyadelaide.com
Top 20 source markets
Country Rank Enrolments
2014
Commencements
2014
China 1 11,785 6,442
India 2 3...
www.studyadelaide.com
Collateral
Marketing Activity
Exhibitions
Digital Social
Famils Media & Content
www.studyadelaide.com
www.studyadelaide.com
Student Engagement Program
• More than 50 activities and
events throughout the year
• Attracted 6000...
www.studyadelaide.com
www.studyadelaide.com
Adelaide, Australia’s Learning City
Amazing Ambassador, Unforgettable
Experien...
www.studyadelaide.com
Context – China and South Australia
• Shandong and South Australia: sister province/state
relationsh...
www.studyadelaide.com
Campaign Objectives
• Raise awareness of Adelaide
as an Australian city amongst
Qingdao youth
• Rais...
www.studyadelaide.com
Campaign Overview
Focus on Qingdao
Date: Four weeks commencing 21st October 2014
Two parts
• General...
www.studyadelaide.com
Campaign Page
www.studyadelaide.com
General Competition:
• Entrants to answer questions about the Destination
Adelaide video
• Entrants ...
www.studyadelaide.com
Student Ambassador Recruitment:
• Students to submit a proposal to be an ambassador
• Finalists anno...
www.studyadelaide.com
Student Ambassador Recruitment:
• Agrees to promote Adelaide as a study destination via social
media...
www.studyadelaide.com
Campaign Promotion Channels - Online
 Weibo
 WeChat
 Online Public Relations
www.studyadelaide.com
Campaign Promotion Channels – Offline
• Campus promotion
• Agency engagement
 promotion to student ...
www.studyadelaide.com
Media Launch, October 2014
www.studyadelaide.com
Traditional Media Exposure
31 media articles are reported on the above channels
with coverage over 5...
www.studyadelaide.com
Campaign Results
www.studyadelaide.com
Social Media Profile
1,569 friends 20,680 views
804 friends; QQ zone 58,982 views
450 friends
452 fo...
www.studyadelaide.com
Media event – winner announcement, May 2015
• Coincide with the 2nd South Australia-Shandong Co-
ope...
www.studyadelaide.com
Media Event – winner announcement
www.studyadelaide.com
Media Exposure
54 media articles reaching over 10 million people
• Newspaper: 8
• TV: 1
• Website: 4...
www.studyadelaide.com
Visit in July/August
• Four week English
language course
• University, TAFE and
school visits
• City...
www.studyadelaide.com
Next Steps
• New Student Ambassador campaign in October,
expanded to all of Shandong
• Annual visits...
www.studyadelaide.com
And finally……please connect with us
www.studyadelaide.com
facebook.com/studyadelaide @studyadelaide ...
www.studyadelaide.com
www.studyadelaide.com
Thank you
Adelaide, Australia’s Learning City
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Study Adelaide - An Introduction

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Australian Business Forum helps Australian SMEs and businesses to understand the Chinese market and refine their China strategy.

http://abf.events/
ABOUT THE PRESENTATION BELOW

Karyn Kent, Chief Executive of Study Adelaide, introduces the city's approach to strengthening its claim as Australia's Learning City. Covering its international student ambassador program and detailing the comprehensive media push on Australian and Chinese social media, Study Adelaide puts forwards a case study of an effective program to engage international students and improve a city's profile.

Originally presented at Australia-China BusinessWeek 2015 Adelaide

Published in: Marketing
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Study Adelaide - An Introduction

  1. 1. www.studyadelaide.com Introduction to StudyAdelaide Karyn Kent, Chief Executive
  2. 2. www.studyadelaide.com Who are we? Semi-government organisation promoting South Australia as a premier study destination for international students What do we do? - Destination marketing - Student engagement program Who are our partners? South Australian education sector across higher education, VET, schools, ELICOS Just over 40 institution members About StudyAdelaide
  3. 3. www.studyadelaide.com Value of International Education • $1.056 billion dollars in 2014 • Highest ever • number one services export • Each international student (including their friend and family visitor) is estimated to generate 0.34 FTE, ie 3 students = 1 job
  4. 4. www.studyadelaide.com Source: ABS Education as an Export for South Australia $ millions: 2000 to 2014 0 200 400 600 800 1,000 1,200 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 $ millions 48% was on fees to education institutions and 52% on living costs
  5. 5. www.studyadelaide.com SA’s International Student Numbers 10 year trend to 2014 17,955 20,439 23,349 28,007 33,921 34,310 31,278 28,191 28,311 30,726 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
  6. 6. www.studyadelaide.com South Australia Enrolments Sector by Sector - 2014 SECTOR ENROLMENTS 2013 % SHARE OF AUSTRALIA Higher Education 15,454 6% VET 4,968 3% Schools 1,824 10% ELICOS 5,780 4% Non-award 2,799 8% Aggregate 30,726 5%
  7. 7. www.studyadelaide.com Top 20 source markets Country Rank Enrolments 2014 Commencements 2014 China 1 11,785 6,442 India 2 3,404 1,810 Malaysia 3 1,859 686 Hong Kong 4 1,658 823 Vietnam 5 1,348 692 Saudi Arabia 6 1,260 724 Brazil 7 1,017 688 South Korea 8 1,016 564 The Philippines 9 607 330 Singapore 10 554 187 Japan 11 495 344 Indonesia 12 412 168 Kenya 13 389 240 Nepal 14 342 204 Taiwan 15 320 188 UK 16 285 155 Thailand 17 265 152 Germany 18 240 176 Pakistan 19 237 117 US 20 218 151 All Source Countries 30,726 16,526
  8. 8. www.studyadelaide.com Collateral Marketing Activity Exhibitions Digital Social Famils Media & Content
  9. 9. www.studyadelaide.com
  10. 10. www.studyadelaide.com Student Engagement Program • More than 50 activities and events throughout the year • Attracted 6000 participants in 2014 • Four key objectives • Welcome • Networking • Showcase Adelaide’s lifestyle • Create advocates for South Australia
  11. 11. www.studyadelaide.com www.studyadelaide.com Adelaide, Australia’s Learning City Amazing Ambassador, Unforgettable Experience – Adelaide, Australia and Qingdao’s Sister City Student Ambassador Recruitment Campaign 超凡大使,“南德”体验 – 澳大利亚阿 德莱德和青岛姐妹城市学生大使甄选活动
  12. 12. www.studyadelaide.com Context – China and South Australia • Shandong and South Australia: sister province/state relationship for nearly three decades • Shandong – South Australia High Level Working Group • Education Sub-Committee • Adelaide recently formed a sister city relationship with the city of Qingdao, in 2014
  13. 13. www.studyadelaide.com Campaign Objectives • Raise awareness of Adelaide as an Australian city amongst Qingdao youth • Raise awareness of Adelaide as a study destination for potential international students from Qingdao • Support and grow awareness levels of education agents • Generate enquiries and leads for education partners to follow up post competition • Incentivise education agents to continue to promote Adelaide and the South Australian education partners
  14. 14. www.studyadelaide.com Campaign Overview Focus on Qingdao Date: Four weeks commencing 21st October 2014 Two parts • General competition: “watch the video and answer the questions to enter into lucky draw” • Student ambassador recruitment: “submit your proposal to be an ambassador to win a free study tour to Adelaide”
  15. 15. www.studyadelaide.com Campaign Page
  16. 16. www.studyadelaide.com General Competition: • Entrants to answer questions about the Destination Adelaide video • Entrants will be asked to enquire about potentially studying in Adelaide • Four weekly prizes and one final prize from a lucky draw
  17. 17. www.studyadelaide.com Student Ambassador Recruitment: • Students to submit a proposal to be an ambassador • Finalists announced on StudyAdelaide channels • The winner selected by StudyAdelaide panel • Winner receives a free study trip to Adelaide, including:  Return flights  Four weeks student accommodationEnglish language courses  Spending money  Student activities, events and tours of Kangaroo Island and Adelaide Hills
  18. 18. www.studyadelaide.com Student Ambassador Recruitment: • Agrees to promote Adelaide as a study destination via social media channels • The ambassador will come to Adelaide to study in July/August 2015 (summer holidays in China) • Adelaide media releases, Qingdao media releases and social media releases will be distributed Ambassador's Responsibility
  19. 19. www.studyadelaide.com Campaign Promotion Channels - Online  Weibo  WeChat  Online Public Relations
  20. 20. www.studyadelaide.com Campaign Promotion Channels – Offline • Campus promotion • Agency engagement  promotion to student database • Media and networking function  October 21st  The campaign was launched by Hon Gail Gago - Minister of Higher Education, Skills and employment in Qingdao  The Shandong Provincial Education Bureau and Qingdao Municipal Education Bureau both attended and witnessed the launch  Traditional media exposure (TV/newspaper/radio/website)
  21. 21. www.studyadelaide.com Media Launch, October 2014
  22. 22. www.studyadelaide.com Traditional Media Exposure 31 media articles are reported on the above channels with coverage over 5 million people • Newspaper: 6 • TV: 1 • Website: 20 • Radio:3 • Magazine: 1
  23. 23. www.studyadelaide.com Campaign Results
  24. 24. www.studyadelaide.com Social Media Profile 1,569 friends 20,680 views 804 friends; QQ zone 58,982 views 450 friends 452 followers Campaign Winner – Ms Wang Dan
  25. 25. www.studyadelaide.com Media event – winner announcement, May 2015 • Coincide with the 2nd South Australia-Shandong Co- operation and Development Forum • Premier of South Australia announced the winner • Adelaide Lord Mayor, Minister for Higher Education • The Vice Governor of Shandong and Mayor of Qingdao both attended and witnessed the announcement • Media and education representatives
  26. 26. www.studyadelaide.com Media Event – winner announcement
  27. 27. www.studyadelaide.com Media Exposure 54 media articles reaching over 10 million people • Newspaper: 8 • TV: 1 • Website: 42 • Radio:3 Social Media • Viewership over 100,000 on Weibo
  28. 28. www.studyadelaide.com Visit in July/August • Four week English language course • University, TAFE and school visits • City of Adelaide experiences • Tours to Adelaide Hills and Kangaroo Island • Member and association functions
  29. 29. www.studyadelaide.com Next Steps • New Student Ambassador campaign in October, expanded to all of Shandong • Annual visits to Shandong for destination marketing purposes • Follow up with education partners to track student numbers from Shandong • Wang Dan ongoing advocate for Adelaide via social media
  30. 30. www.studyadelaide.com And finally……please connect with us www.studyadelaide.com facebook.com/studyadelaide @studyadelaide StudyAdelaide1
  31. 31. www.studyadelaide.com www.studyadelaide.com Thank you Adelaide, Australia’s Learning City

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