how the u.s. commercial service supports u.s ......of a u.s. organization. commercial specialists...

How the U.S. Commercial Service SupportsU.S. International Education

March 23, 2019Diana Ryan, U.S. Commercial Service

International Trade Administration

2017 U.S. Exports of Services Services 2017

1 Personal Travel (Other) $124.7 Billion (USD)

2 Professional and Management Consulting Services

$78.8 Billion (USD)

3 Air Transport $65.2 Billion (USD)

4 Financial Management $53.6 Billion

5 Industrial Processes $46.9 Billion (USD)

6 Education $42.4 Billion (USD)

7 Telecommunications, Computer, and Information Services

42.2 Billion (USD)

8 Research and Development Services $42.1 Billion (USD)

9 Business Travel $39.6 Billion (USD)

10 Computer Software $37 Billion (USD)

Bureau of Economic Analysis: https://www.bea.gov/iTable/iTable.cfm?ReqID=62&step=1#reqid=62&step=6&isuri=1&6210=4&6200=245

Economic Impact of International Education

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Präsentationsnotizen

Education/training is the U.S.’ 6th largest services export, bringing in over $42.4B USD in annual revenues to the U.S. Trade Surplus of $34.1 billion. The U.S. is one of the largest destinations for international students seeking higher education. The U.S. continues to be a highly desirable and attractive destination for international students. Our renowned colleges/universities not only enjoy a diverse and global population, but these students have a substantial impact on the U.S. economy. These recruitment efforts translate into job growth here in the U.S.

https://www.bea.gov/iTable/iTable.cfm?ReqID=62&step=1#reqid=62&step=6&isuri=1&6210=4&6200=245

Size of the Market

U.S. Department of Commerce | International Trade Administration

1 078 833 International Students Study in the U.S.(2016/2017 academic year)

5,412 Russian Students Currently Study in the U.S.

20% increase over the last 5 years

Source: Institute of International Education – Open Doors Report

Academic level %


# of Russian students by Academic level

Academic Level 2016-2017Undergraduate 2345

Graduate 1925Non-degree 424

OPT 718

Source: Institute of International Education – Open Doors Report

Most popular majors


International Advantages for U.S. Educational Institutions to Recruit Foreign Students:• Cultural diversity on campus• Additional students allow for more programs• Research at graduate level• Full tuition

Attraction of U.S. Education to Foreign Students: • Variety and flexibility of U.S. education systems• Grounding in practical and career-focused training• Post graduation career opportunities in the U.S.• Top fields of study include business/management, engineering, math and

computer sciences, social sciences, and physical and life sciences

Education Sector Overview

Challenges for U.S. Educational Institutions in Recruiting Foreign Students:• Visas - student/vocational• Inconsistency in issuance/delivery of documents in different countries• Tuition continues to outpace inflation• Foreign competition strong and growing

Trends in the International Education Sector:• Study consortia collaboration • Virtual recruitment• Using agents/independent education consultants/alumni to help

support marketing activities


Other Notable Trends in the International Education and Training Services Sector:

On-line education - “distance learning” is a strong and growing segment of the market. Particularly in the past 10 years, U.S. schools have started to provide remote education programs in virtually every subject and on many topics at all levels. This has been a definite revenue generator for the U.S. educators.

Collaborative Partnerships - there has been a move in the past few years on the part of overseas governments and academic institutions, as well as private companies and consultancy firms, to reach out to the U.S. for development of specific curriculum and customized training programs. More and more collaborative partnerships are being formed between foreign entities and U.S. universities/research facilities.

Education Technology - there is substantial interest in acquisition by foreign companies and educational organizations of U.S. produced education and training software.


Network:140 offices in 80 countries ~ most in embassies and consulates~ Education Specialists100 locations across U.S.~ cover each U.S. state

Mission: • Promote the exports of U.S. goods and services • Work with federal agencies, associations, consortia, partners

Primary Education Sector Clients:Intensive English Programs, private high schools and boarding schools, academies, community colleges, 4-year colleges and universities, graduate programs, education service providers, education products and technologies.

U.S. Commercial Service

Domestic Field Offices International Field Offices

U.S. Commercial Service (CS)

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How many of you know the US Commercial Service? Of the agents in the room, how many of you have engaged with USCS in your country? The U.S. Commercial Service has a network of 140 offices across 80 countries and have Education Specialists in 100 cities in the United States, with an office in each state. Our mission is to promote the export of U.S. goods and services. We work with federal agencies, associations, consortia, and other partners to support this effort. Our clients are Intensive English Programs, private high schools and boarding schools, academies, community colleges, 4-year colleges and universities, graduate programs, education service providers, education products and technologies. Refer to 1 pager on how we work with AIRC and agents. Operate

How CS Makes a Difference for the U.S. Education Industry

CS is a business development operation building a recruitment pipeline and partnership channels for U.S. organizations through the various program offerings, unique to the education sector.

Following are the four verticals where the CS Global Education Team focuses resources:

• Educational Institution Pipeline/Channel Creation• Educational State Consortia/Tourism Development and Promotion• Education IT/MOOCs• Research and Development/Innovation

U.S. Commercial Service (CS)

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The U.S. Commercial Service is a business development operation building a recruitment pipeline and partnership channels for U.S. organizations through the various program offerings, unique to the education sector. The The four verticals where the CS Global Education Team focuses resources are educational institution pipeline and channel creation; Educational State Consortia with tie in to tourism development and promotion; Education IT/MOOCs, and Research and Development

Market Intelligence:• Education Industry Information (Country Specific Market Research Reports, Webinars, Customized Market Research!Education and Training Services Resource Guide 2018

Making Contacts:• Virtual Education Fairs• Customized Contact Lists• Prescreened Face to Face Meetings w/ Potential Partners• Single/Multi Organization Promotion• Education Trade Missions – Outbound and Inbound

Meeting Students:• Organized Trade Missions• Fairs (EducationUSA, IIE, ISN, Linden, Consortia, etc.)

U.S. Commercial Service: Addressing Client Needs

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The U.S. Commercial Service develops market intelligence on the education sector and makes it available through the Country Commercial Guides, as well as, the Education and Training Services Resource Guide, the Education Top Markets report, published annually, and we develop customized market research at a client’s request. We organize an array of programs to assist educational institutions with finding partners overseas, to include virtual education fairs, education trade missions, single school promotions, and prescreened face-to-face meetings. We will also partner with education trade fair organizers to facilitate meetings with students.

Initial Market Check (IMC)• An Initial assessment of the market potential of a client’s product or service that gathers

feedback on that product/service from industry participants

International Partner Search (IPS)• Personalized, overseas search for interested and qualified partners in specific countries on behalf

of a U.S. organization. Commercial Specialists prepare a report of up to five potential prospects that have expressed interest in a client’s product/service.

Gold Key Service (GKS)• Pre-screened appointments to meet with prospective recruitment partners, government and

industry officials, and U.S. Embassy officials.

International Company Profile (ICP)• Determine whether an overseas company or individual is a suitable partner.


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I’d like to touch on a few of the services we provide upon request. The Initial Market Check or IMC is an initial assessment of the market potential of a client’s product or service that gathers feedback on that product/service from industry participants. The International Partner Search or IPS is a personalized, overseas search for interested and qualified partners in specific countries on behalf of a U.S. organization. Commercial Specialists prepare a report of up to five potential prospects that have expressed interest in a client’s product/service. The Gold Key Service or GKS is pre-screened appointments to meet with prospective recruitment partners, government and industry officials, and U.S. Embassy officials.

Single School PromotionThe Single School Promotion service offers support and event facilities which will allow you to engage your target audience through:

– Program launches

– Recruitment and partnership development seminars

– Networking receptions

Facilities available include: exhibition halls,auditoriums meeting rooms, hotels and even the residences of some U.S. Ambassadors.

* Cost vary depending on event and market


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We also help arrange Single School Promotions at the U.S. embassies, consulates, or hotel locations. A Single School Promotion is a reception where CS invites target industry contacts on U.S. embassy letterhead to join and learn about your programs or services. The U.S. Commercial Service helps with the logistics of the event, invites attendees, foreign media. This service is recommended for program launches, networking receptions with potential partners, or as a recruitment seminar.

WEBEXCSIndonesia

projector/screen

Part

ners

1st SchoolPresenter(10 min.)

2nd SchoolPresenter(10 min.)

4th SchoolPresenter(10 min.)

3rd SchoolPresenter(10 min.)

5th SchoolPresenter(10 min.)

CSModerator

NEW! Virtual Education Fairs using Virtual Reality Technology

U.S. Commercial Service: Tapping Innovation

Schools would create 360 degree videos tocreate immersive experience

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We are adding a Virtual Reality element to these virtual education fairs through the use of VR headsets to showcase U.S. school campuses as an immersive experience. Schools would develop 360 degree videos showcasing their classrooms, campus quads, and other prominent locations at their institution. The videos would be downloaded to the VR headsets and sent to a U.S. Commercial Service location for viewing by recruitment agents.

15

2018 Education and Training Services Resource Guide

Purpose: Bringing educational institutions together to increase the number of international students studying in the state

o Raise the profile of the city, state, or region as a study destination, and as a provider of quality education.

o Pool resources for overseas promotion. o Enhance communication amongst institutions. o Capitalize upon the services and support of government agencies as well as other partners

About 35+ consortia throughout the U.S.

o State-wide; regional within a state; cityexample: Studycalifornia.us

Varied membership models

o Public & private colleges/universities / community colleges and Intensive English Programso Colleges/universities onlyo Colleges/universities/community colleges, secondary schools

CS Collaboration with Consortia

When possible, we deliver joint: Counseling overseas at U.S. embassies and consulates

Presentations at NAFSA Annual and Regional Conferences

Develop market research on the education industry’s best prospect markets overseas

Partner with EducationUSA at posts around the world, particularly in growth markets for U.S. educational services in Africa, Asia, and Latin America. Commercial Service can provide specific school support to supplement general support by EducationUSA.

CS Collaboration with EducationUSA

Global Education Team Website

export.gov/industry/education

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You can learn more about our services and program offerings by visiting the Global Education Team website: Export.gov/industry/education.

THANK YOU VERY MUCH!

Diana [email protected]

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� With that, I would like to thank you again for taking the time to join us today.

how the u.s. commercial service supports u.s ......of a u.s. organization. commercial specialists...

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