victoria day events a regional approach to collaboration
TRANSCRIPT
Victoria Day EventsA Regional
Approach to Collaboration
Presentation Overview• Why collaborate?• Event development and
promotion• Event overview and results• Lessons learned
Victoria Day Events
Vietnam: Quick Facts
• Population: 90 million • GDP per capita: $US1,960 • 100,000 Vietnamese students studying in
49 countries in 2012 (90% self-financing)• Growing middle and upper class with an
interest in international education• 12 year general education system• Identified as one of six priority markets in
Canada’s International Education Strategy• Market size potential: minimum 400,000
over 10 years
Student Mobility
Australia ; 34%
USA; 43%
UK ; 13%
Canada; 10%
K12 33%
Trade 2%
University 18%
Other PSE 42%
Other 5%
• Trade Commissioner feedback• Fair overload• New and emerging market with
little Canadian presence• Overlapping recruitment
activities and interests among Victoria institutions
Decision: Fair that would promote Victoria as a study destination for any student
Why Collaborate?
• Can we do this alone? • How do we choose an agent?• Why AIT: What did they bring to
the table?• Do we sacrifice anything by
committing the event to one agent?
Exploring the Market
Building Collaboration• What’s the ‘right mix’ of
institutions?• Building relationships with
the agent• Logistics and timing• Transparent and fair costs• Communication
• Presentation developmento General introduction to
Canada and BC education system
o Focus on VictoriaoMinimal but balanced
institution information• Municipal Involvement
(Tourism Victoria, DVBA, City Hall)
Building Collaboration
• Online ads in magazines and local newspapers
• Social media outreach • Posts on educational forums and
high school websites • E-newsletters to AIT databases• Posters and leaflets for high
schools, universities and English centers
• Outreach to local student clubs
Promotions
PromotionsSeminars at high schools and universities
Institution Student Numbers
Foreign Trade University 55 students
Hanoi Amsterdam High School 58 students
Tran Phu High School 102 students
Lotus University 200 students
Bui Thi Xuan High School 100 students
PromotionsOnline
Website Format Stats
VnexpressBanner Impressions: 64.736
Clicks: 450
Poster Views: 864
Dantri, kenh14, nguoilaodong
Banner Impressions: 495.563 ; Unique Visitors: 135.416Clicks: 540 ; Unique Clicks: 458
Poster Clicks: 6.796, Visitors: 4.537
Format Registered Attended
Facebook/Online Newspaper 85 65
Website 8 0
Database 80 30
Total 173 95
• Twice a year • Two major cities• Online advanced registration • One hour presentation followed
by mini-fair• Door prizes (iPad)• Quizzes with prizes
Event Overview
Pre-registrations: • Hanoi: 173• Ho Chi Minh City: 95
Attended at fair with parents:• Hanoi: 95• Ho Chi Minh City: 60
Event Statistics
• Applications/registered students as a result of the fair
• Intangible benefits and insights
• A template for approaching other markets
Results
• Internal Challenges o Desire to expand the event vs wanting to focus oManaging expectations of our audienceo Decision-making by committee
• External challenges o Visas approval rateso Competition from Australia and USo Vietnamese schools’ policies
Lessons Learned
What’s next?
PresentersJeff Davis Greater Victoria School Board [email protected]
Jessica Wrightson Camosun [email protected]
Ramona Hamilton Cook University of [email protected]
Qi Ke University of [email protected]