YOUR FUTURE IS INTERNATIONAL

INTRODUCTION

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THE EF ACADEMY SUMMIT 2014/2015 KICKED OFF WITH A SESSION INTRODUCING US TO OUR

COMMITMENTS FOR 2015 AND THE COMING YEARS. WE WANT TO GROW AND WE WANT TO GROW FAST.

WE HAVE BUILT A SPACE ROCKET, MADE IMPROVEMENTS AND FINE-TUNED IT, AND WE ARE NOW READY

TO LAUNCH IT. REACHING FOR THE STARS!

FOR SCHOOLS: For our schools long term means retention. We want to see long term students and will therefore invest in university guidance and the right facilities. We will invest in a strong support structure and community around our students and parents, and further improve the communication between students, parents and sales offices.

FFOR SALES: For the sales offices, we want to reach the young students. We want to grow the “Young sales” market share but at the same time not lose the market of 16-17 year olds. We need to own the initiative within EF to sell long academic programs to students under 16 and therefore include the market of junior high and middle school students.

FFOR SCHOOLS: For our schools, academic means investing in teachers and the right facilities in order to motivate our students to achieve improved results in academics. We will invest in great pastoral care for each student and to nurture their success. We will create a tailored pathway for each student by investing more into university councelor, the correct English support & heavy SAT preparation and through this achieve better university placements.

FFOR SALES: For sales, this means that each sales office and staff needs to be passionate about our schools and our programs. We need to commit to identifying the true needs of each and every single one of our students. We will invest in each sales office by introducing the EF Academy Consultancy License in 2015, approving sales staff as academic specialists of our programs.

UniUnited means that sales and schools is one team and stand together on all fronts. We all work towards the same goal; wanting to bring the best possible education, experience and service to our clients (students). Both sales and production therefore commit to more clear communication by looping in each respective sales office and school as well as providing the right and sufficient documentation.

BBeing new is for us about staying fresh. It is about us looking new and having new ideas. We strive to be contemporary and meet the needs of today and tomorrow. We underwent a new re-branding, taking us from a brand of the past to a brand of the present and the future. We are now a global brand for a school of the future.

Being competitive is something that we are. We want to be big and we want to grow. In order to do that we need to be aggressive in promoting our schools and we need rresilience, stamina and competitiveness. We commit to growing the number of young students simultaneously as we keep our old students and to grow in the UK and we strive to achieve this by selling with pride and to a full price and high customer service quality.

We celebrate the top university placements that we have achieved this year and look ahead for the goals for the coming years. We are an inclusive school; we believe in each student’s ability to be successful provided with the right support, and we commit to that 50% of our placements will be to top universities as a goal for the next few years.

long term

academic

united

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competitive

high ranking

Sofia Wingren, Jenny Hepworth, Jens Appelkvist

ENGLISHTHE ART OF DIAGNOSING EACH APPLICANT

FOR 2015 WE WANT TO BE ABLE TO REALLY DIAGNOSE EACH EF ACADEMY APPLICANT. WE WANT TO BE

ABLE TO TEST AND ASSESS THEIR ENGLISH LEVEL CORRECTLY AND WE WANT TO GET THEM INTO EF

ACADEMY CORRECTLY.

In order to do this the plan for 2015 consists of 3 parts:

REVAMP OF THE PREP-PROGRAM

EFSET TESTING (IN PROGRESS IN TEST MARKETS)

CONDITIONAL ACCEPTANCE PROJECT (ALREADY IN FULL SWING)

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Jenny Hepworth

Manuel Peinado, Bernard Paiva, Jordi Azcuaga

CREATING THE RIGHT PATHWAY

WE NEED TO CREATE A TAILORED PATHWAY FOR EACH STUDENT CONSIDERING BOTH THEIR ACADEMIC

ACHIEVEMENT AND THEIR LANGUAGE ABILITY.

A student who has low academic achievement and low language ability will first need to improve their English level before improving in academics.

A student who high academic ability but low language ability will need to improve their English level who simultaneously maintain it’s high academic performance.

CYCLE OF SUCCESS

To be successful, our investments can be divided into four main areas:

• Student recruitment – We invest in recruiting the right students to our schools looking at academic records and English level

• Excellence in teaching & learning – We invest in great teachers, facilities and technology to improve these students’ results

•• Exam results & University placement – Through excellent teaching and learning, the student will be able to achieve great exam results and university placements

• Positive word of mouth – These exam results and university placements will create positive word of mouth for EF Academy and will facilitate recruitment of the right students

This is EF Academy’s cycle of success and how our investments in these four areas will facilitate our continous growth

PEOPLE AND CULTURE

UK SALES PUSHTHE COMMITMENT WE ESTABLISHED DURING THE EF ACADEMY SUMMIT 2014/2015 IS TO FILL OUR

SCHOOLS, WHICH MEANS THAT WE WILL HAVE A STRONG UK SALES PUSH. IN ORDER TO ACHIEVE THIS,

WE MUST GO BACK TO THE BASICS:

- The whole team needs to know and understand the UK and our programs offered there

- The whole team needs to be updated about school news

- We need to be better at utilizing our current and former students as ambassadors for our UK schools

- We need to start promoting the UK more fiercely

- Each market needs to identify the selling points for UK that fits your own market

- Each markets need to have a UK marketing and activity plan

IMPORTANT INFORMATION HAS ALSO BEEN PROVIDED REGARDING VISA TO THE UK AND ISAVAILABLE ON GLOBALNET.

UKVI

REFERRALS

REFERRALS ARE AN IMPORTANT SOURCE OF BOOKING FOR ACADEMY. ACADEMY REFERRALS FROM NEW

BOOKINGS, CURRENT STUDENTS, ALUMNI AND PARENTS, ARE REFERRALS THAT WE NEED TO IMPROVE

OUR PROCESSES FOR. WE NEED TO BE ABLE TO IDENTIFY THE ACTIVITIES THAT ARE ABLE TO BOOST OUR

NUMBER OF ACADEMY REFERRALS IN OUR SCHOOLS. EACH MARKET NEEDS TO KNOW THEIR CUSTOMERS

AND COMMIT TO FORMULATE A REFERRALS ACTIVITY PLAN OVER THE YEAR.

FAREWELLPARTIES

BRING A FRIEND

PARENT EVENT

INFO MTGSCHOOL

REFERRAL PAGE

MILESTONES2015 WILL BE ABOUT REACHING NEW HORIZONS AND CONSTANTLY CHALLENGE OURSELVES TO ACHIEVE

WHAT WE HAVE THE POTENTIAL TO ACHIEVE. IN ACADEMY, TYPICAL MILESTONES ARE TO FIRST REACH A

VOLUME OF 30 NEW, THEN TO REACH 50 NEW AND THEN TO REACH FOR THE STARS. AS A CELEBRATION

OF EF’S 50TH ANNIVERSARY, WE ARE INTRODUCING THE 50-CLUB!

A SPECIAL INCENTIVE FOR CPM’S TO TAKE THEIR MARKET TO THE “NEXT LEVEL”.

FOR SOME MARKETS HOWEVER, REACHING 100 IS REALLY THE NEXT MILESTONE,

SO THERE IS ALSO A 100-CLUB MILESTONE IN 2015!

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Academy has introduced a new denition for the terms “Accepted” and “Booking” in order to streamline this process across markets. Accepted is when an application is accepted by global admission and Booking is when a minimum deposit amount has been paid. This has already been implemented in Poseidon and all the sales statistics.

DREAM MARKETING YEAR EACH MARKET IS ABLE TO IMPROVE IN THEIR MARKETING ACTIVITIES THROUGH THOUGHTFUL PLANNING

AND CLEAR GOALS. TO PROVIDE A GOOD FOUNDATION FOR HOW SALES STAFF CAN CREATE A DREAM

MARKETING YEAR IN THEIR OWN MARKET, THE FOLLOWING ROADMAPS ARE PROVIDED.

DETERMINE THE OVERALL SCHEDULE:

- Annual Plan (Budget)

- Quarterly plan

- Daily & Weekly plan

- Campaign plans

SETTING THE PLANNING POINTS:

-- Identify your sales year cycle

- Specify quarterly focus

- Decide on quarterly special offer and promotion

- Set up goals

- Plan carefully around big holidays/festive seasons in your market

- Be Global

FOLLOWING THE PACE MODEL:

-- PURPOSE & PLAN

o What do you want to achieve: New leads? Higher brand awareness?

o Increase Social media presence? Do you have a schedule?

o Does everyone understand the plans and goals?

- AUDIENCE

o Who are you talking to? Which message to give? Which ‘language’ to speak? Which images to use? Do they know us, or are just learning about us?

-- CHANNELS

o Which channels are available and which are you going to use?

o Online. Offline.

- EXECUTE & EXAMINE

o Budget time to execute well!

o Remember to track costs and results: leads/bookings/likes etc.

MARKETING TOOLS

WORKSHOPSBASICS IN YOUR REGIONS

PAID SEARCH

In this workshop, the participants were divided into regional groups based on markets in order to discuss basics and what other markets can learn from each other’s basic activities.

KEY POINTS

- Create ambitious activity plans but they need to be realistic and achievable

- Set up deadlines and break down the major goals to goals per activity for easy monitoring

- Educate your fellow EF colleagues about EF Academy

In this session an introduction to paid search, what it is, how it works and how EF Academy will be working with paid search to generate more relevant leads was made.

KEY POINTS

- All markets need to review their keywords list and enrich it with more relevant search words

- Review what type of information that is going to be visible on the search ads

A paid search plan for each market should already have been sent to Ana-Maria Mihutiu(Ana-Maria.Mihutiu@EF.com)

DISTRIBUTION PLAN

The purpose of this workshop was to create awareness of our current distribution plan, review its efficiency and how we can improve it simultaneously as we decrease the cost.

KEY POINTS

- Each market to review their current distribution plan of printed materials and give suggestions for how much the amount of ordered printed materials can be decreased

A distribution plan for each market should already have been sent to Mahogany Kinell(Mahogany.Kinell@EF.com)

Agnese Goletti, Linda Karlsson, Ayodele Olatoye

MULTI-PRODUCT AND CROSS-SELLING

ENGLISH FIRST SCHOOLS (E1)

HIGH SCHOOL EXCHANGE YEAR (HSEY)

INTERNATIONAL LANGUAGE SCHOOLS FOR HIGH SCHOOL STUDENTS (ILSH)

HOW DO WE CURRENTLY WORK WITH MULTI-PRODUCT AND CROSS-SELLING? AND HOW CAN WE BE

MUTUALLY BENEFICIAL TO EACH OTHER IN THE EF ORGANIZATION?

English First Schools are private language schools in Russia, Indonesia and China. In Russia the E1 schools contribute with 15-20% of the bookings. Different activities are arranged over the year together with E1 schools such as training with the E1 teams and staff and also distributing EF Academy materials in classes.

In the Norwegian market, EF Academy and HSEY do many activities together to generate leads which include distributions, school visits, info meetings, fairs and school counselor day as well as product trainings for staff. Both of the products share distribution plans so that HSEY flyers are sent with an Academy enquiry and vice versa. HSEY offers Academy to students who are more academic, CAX or reject. Academy offer HSEY to students who cannot afford Academy.

ILSH are language schools for high school students in the age range of 13-18. In Mexico there are 1300+ participants for ILSH every year and collaborations in form of joint trainings, targeted distribution of expaxes, joint distribution of flyers and material, school visits, expaxes events, calls etc. are made.

LANGUAGE TRAVEL (LT)

Language Travels are offered to students between the age of 7-17 with several destinations around the world with the purpose of learning language and culture over the course of 2-3 weeks. In 2014, Indonesia received 6 out of 21 bookings from LT by arranging many different activities together such as joining reunion parties of LT groups and pre-departure groups, joint distribution to expaxes and enquiries and telemarketing to LT alumni.

Jens Appelkvist

A GUIDE TO SALES SURVIVAL

THE SALES PROCESS

“BE PROUD!”

“FOCUS ON ACTION”

“FOCUS ON RESULT”

“ATTITUDE IS EVERYTHING.”

“FEEL GREAT – SELL GREAT”

“BE YOURSELF, BE LIKED, BE REMEMBERED”

DURING THE EF ACADEMY SUMMIT IN NEW YORK, MR. JASON DE AMATO (DIRECTOR OF SALES TRAINING

AT EF) WAS A GUEST SPEAKER ABOUT SALES AND HOW WE CAN IMPROVE IN OUR SALES WORK. MANY

GOOD KEY POINTS WERE PRESENTED AND A SALES PROCESS FRAMEWORK WAS PROVIDED.

PREPARE

- Get to know your customer and the agenda

INTRODUCTION

- Opening line – How do you start the conversation

- Ice Breaker – Create a comfortable atmosphere for your customer

- Outline – What are the major points of this conversation

INVINVESTIGATE AND UNDERSTAND

- Ask strategic questions – What information do you want to pull from your customer?

- Active and Instinctive listening – Information can be found in every sentence and word uttered

PRESENT AND CONSULT

- Your role – Who you are

- EF Academy – What you offer

- Consult on needs – Meet the needs of the customer

-- Price presentation

CLOSE

- Commitment – What do you and your customer commit to

- Dates and times – Follow-up and next touch point

SUMMARIZE

JASON DE AMATO’S BOOK “THE POCKET

GUIDE FOR SALES SURVIVAL” WILL BEDISTRIBUTED TO ALL SALES STAFF!

A FOLLOW-UP ONLINE MEETING

WILL BEARRANGED WITH THE SALES STAFF!

COMPETITORS

WHERE COMPETITORS HAVE AN EDGE:

TRADITION AND HISTORY & LISTINGS AND RANKINGS

EXCLUSIVITY – MORE APPLICANTS THAN SPOTS

SCHOLARSHIPS AND TERMLY PAYMENTS

RESIDENCE SPACES

WHERE WE HWHERE WE HAVE AN EDGE:

FRESH BRAND, 3 AMAZING CAMPUSES

GREAT TEACHERS AND ACCREDITED IB SCHOOLS

GREAT MARKETING MATERIAL

CUSTOMER SERVICE – RESPONSE WITHIN 24 HOURS

GLOBAL CURRICULUM

STAFF QUALITY

HHOW WE STAY ON TOP:

TALK TO YOUR AGENTS

STAY UP-TO-DATE, READ PAPERS AND FOLLOW TRENDS

ENGAGE YOUR MARKET AND ATTEND EVENTS

ASK YOUR FALL-OUTS WHY

MYSTERY SHOPPING

ASK OTHER EF STAFF

EF ACADEMY DOES NOT HAVE 100% MARKET SHARE AND IT IS THEREFORE IMPORTANT FOR US AND OUR

GROWTH TO UNDERSTAND WHAT IS OUT THERE, UNDERSTAND WHERE OUR COMPETITORS HAVE AN EDGE

OVER US, WHERE WE HAVE AN EDGE OVER THEM AND HOW WE CAN STAY ON TOP.

EF Academy sailing on the Hudson

ONE TEAM

- The sales office commits to upload all documents and information prior to the students departure

- The sales office commits to notifying the school with regards to a school visit in a timely manner

- The sales office commits to train and support agents with correct expectations of the school

- The sales offices commit to prepare students for visa interviews, and to get all the required documents for the visa process to comply with mandatory requirements

- The sales offices commit to communicate the rules and expectations to parents

-- The central office commits to maintaining channels of communication for sharing best practice between school and sales office

- The central office commits to resourcing our school management system (power school)

- The schools commit to looping in the sales office when communicating with parents

- The schools commit to maintaining minimum standards in host family accommodation provision – i.e. desk per student, only language

- The schools commit to a response to the sales office within 48 hours (ideally 24 hours)

-- The schools commit to providing the sales offices/parents with information regardIng the university application process

- The schools commit to developing a school visit form

- The schools commit to letting sales know predicted grades

- The schools (heads) commit to sharing best practices among themselves

WE ARE EF ACADEMY AND WE ARE ONE TEAM. BOTH THE PRODUCTION AND THE SALES OFFICES WORK

TOWARDS THE SAME GOAL, WANTING TO BRING THE BEST POSSIBLE EDUCATION, EXPERIENCE AND SER-

VICE TO OUR CLIENTS (STUDENTS). COMMITMENTS FOR IMPROVED TEAM WORK WERE THEREFORE MADE

AND A SELECTION OF THESE CAN BE READ HERE:

Miriam Lammenett, Miriam Ortiz, Lauren Raia, Cindy Espinal, Manuel Peinado.