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Market Intelligence for ELT
Michael Carrier
Director, Innovation & Partnership
Development
British Council Market Intelligence Series
• Market reports for key markets
• Market segment analysis –
student goals, aspirations,
satisfaction
• Long-range market research (eg
English Next)
• Local ELT country profiles
List of local agents
List of agent associations
List of school/teacher associations
List of major language schools/partners
Our goals for UK ELT promotion
• Promoting the UK as the prime destination for learning English
• Supporting UK ELT providers in maximising student inflow & market growth
• Providing market intelligence to develop deeper knowledge of current markets – and
open new markets
• Building a better understanding of client needs and wants – their aspirations beyond
General English
• Providing better information overseas about UK offer – including video promotion
• Improving communication with Agents
• Providing training for Agents (with EnglishUK)
Challenging times
• Economic downturn
• Visa restrictions
• High cost of UK
• Reducing market share
Yet:
• Growing demand for English
• Potential new markets
• Potential new product areas
Global ELT Market by destination 2010
UK 29%
Ireland 4%
USA 27%
Canada 19%
Australia 15%
New Zealand 4% Malta 1% South Africa 1%
Global market share - student weeks
Language Travel Magazine Dec 2010
Global ELT Market by destination 2011
Language Travel Magazine Dec 2011
By student numbers….
Language Travel Magazine Dec 2011
Sources of UK ELT students
0
1
2
3
4
5
6
7
8
9
10
Saudi Arabia Italy Turkey Colombia Brazil
Saudi Arabia, 9.5%
Spain 8.8% Italy
8.7%
S Korea 6.7%
Turkey 6.6%
Rest of Europe
5.8% Colombia, 5.7%
Rest of Middle East
5.4%
Brazil 5.0%
China/ Hong Kong, 4.7%
China
EnglishUK
Cost of UK ELT – tuition fees
0
200
400
600
800
1000
1200
1400
1600
18001680
1572
1236
968 960 956 760
604
Cost per month USD 2010
Language Travel Magazine Dec 2011
0
200
400
600
800
1000
1200
1400
1600
18001674
1116 1103 968
1110 1016
703 628
Cost per month USD 2011
Digital
Marketing
Strategy
SEO
PPC
WOM
NPS
C/ratio
Touchpoint
experience
Web offer
Customer touchpoint analysis
• A Touchpoint is any customer
interaction or encounter that can
influence the customer's
perception of your product,
service, or brand.
• A Touchpoint can be intentional
(an email you send out) or
unintentional (an online review of
your product or company).
• Touchpoints can occur long
before a customer actually makes
a purchase and long after they
have made their first transaction.
Customer Perception map
Positioning UK ELT….move up the value chain
Commodities Goods Services Experiences
Coffee
Nescafe
McDonalds
Starbucks
Value brand Premium brand
Low Margins High Margins
Innovate in markets & products – the Ansoff Matrix
Innovating…
• Market segment shift Young
Learners
Adult General English
Exam courses
Business English
ESP/EAP
English Plus…
Delighting your customers….
Digital teaching materials
British Council support for UK ELT – baseline
STUDYWORLD UK
ALPHE fairs
ICEF Berlin & regional fairs
LONDON LANGUAGE SHOW
BELTA
BC Promotional resources Local BC office support
EducationUK ELT website Briefing interview for UK providers
Agent Fairs List of local agents / associations
Agent training List of school/teacher associations
AccreditationUK brand promotion List of major language schools
Market intelligence reports for key
markets
Country ELT profile report
Promotion on BC LearnEnglish &
TeachingEnglish websites
Agent briefing/training meetings
Client market research, focus
groups
Parent/student/sponsor briefing
meetings/presentations
Dissemination of EnglishUK
guide overseas
Distribution of EnglishUK guide, videos
etc
Promotional videos
New media promotional strategies
British Council Market Intelligence Series
englishagenda.britishcouncil.org
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