LangWorkltsmay20051 “Languages Work” Pupils’ Conferences at RGU Murray Hill Aberdeen Business School The Robert Gordon University

LangWorkltsmay2005 1

“Languages Work” Pupils’ Conferences at RGU

Murray HillAberdeen Business School

The Robert Gordon University


Overview

• Background• Conference model• “Resource synergy” • Example speakers/pupil interaction• Media coverage• Internal impact• 8m video clip > Questions


“Languages Work” Pupils’ Conferences

• 2 major senior secondary school events hosted by RGU

• Jan 2004 (LWI), Jan 2005 (LWII)• LWI: 17 Aberdeenshire schools• LWII: 12 Aberdeen City Council

schools• LWI: 300 S5 & S6 senior pupils• LWII: 250 S4, S5 & S6 pupils


Background

• RGU track-record of collaboration in schools’ European Awareness days

• The Gordon Schools, Huntly• (S)CILT Marketing seminars on

promoting languages• Brian called Murray…• Little did I know what I was getting

myself in for…


Background

• Steering group formed• Conference aims agreed• Resource analysis• Regular planning meetings (8)• Event management…


LWI Conference Aims

• “To underline the value of the place of Modern Foreign Languages in the school curriculum and the success gained by pupils in Aberdeenshire”

• “To highlight the wide range of employment opportunities available to people with language skills”

• “To celebrate the enjoyment to be gained from learning other languages”


LWII Conference Aims

• “To take Modern Foreign Languages out of the classroom into the real world”

• “To demonstrate that learning and using MFLs are life enhancing experiences which lead to employment opportunities

• “To explode the myth that you have to know the whole language to be able to use some of it”


Other Conference Aims

• To achieve maximum event publicity and exposure within the University and beyond

• To sustain initial event impact• To produce marketing materials for

dissemination in schools > CD-rom• To inspire!


Resource synergy

• What are the collaboration gains from

the perspective of- The schools?- The University?- The exhibitors/sponsors?- The National Agencies


University provides…

• Access to high quality award-winning campus venue (atrium, lecture theatres, break-out rooms, hospitality base room)

• IT support facilities & recording studios > CD-rom production

• (Linguists), Graphics & Publishing, press officer, photographer, administrators, caterers, janitors, reception staff, car park attendants (event managers)


University provides…

• Links with business/industry/community > guest speakers

• Graduates > guest interviewees• Ideas• Trusted partners• Consultancy services (LWI > free) (LWII > fee)


Schools provide…

• Access to potential applicants• Logistical/Transport know-how• Curriculum support group project

funds• Council support staff: administrators,

Graphics & Publishing, press officer• Video recording equipment


Schools provide

• Links with business/industry/community

• Links with primary feeder schools > Poster display

• Steering group members• Ideas (interactive tasks!)• Pupil talent (LW signature tune >

CD!)


Exhibitors/Info Providers

• French, German, Italian & Spanish national agencies

• British Council• Socrates/Erasmus • Local companies & sponsors, e.g.

TOTAL (remember Aberdeen is the Oil Capital of Europe) > use of logos!

• CILT, National Centre for Languages


“Cast of 1000s”

• Pupils, Teachers, VIPs• Guest speakers (& minders)• Exhibitors• University Staff• Student volunteers• Other University users…• Event management!


Now what do we do?

“All you have to decide is what to do with the time that is given to you”

(Gandalf in The Return of the King)


Conference Model

• Careful balance / audience pitch• Morning presentations > Euro lunch• Afternoon interactive sessions• Plenary• Link between languages & technology• Video camera recording of event by

RGU and all school teams• Customised record of events • Official RGU CD-rom


Conference Model

• Short formal presentations from personalities, experienced reps of business & education communities (LWI & II)

• Graduate presentations (LWI) >• University graduate “Question Time”

panel interviews (LWII)• Interactive sessions


Example speakers (high media profile)

• Aim high!• Berti Vogts, former German national

team footballer/manager of Scotland national football team

• Cameron Stout, “Big brother” personality

• Claudia Schiffer (well, almost…)• Messages of support...


Example speakers (business community, RGU graduates)

• Experienced & not-so experienced speakers, e.g.

- owner of New Marcliffe Hotel - Director of ACC Education Services• Recent RGU graduates, e.g. - amazon.com (Euro Accounts

manager) - Nokia (User interface designer)


Interactive Session: New Language Challenge”

• Resource: RGU international student volunteers & local community foreign nationals, c. 20 languages

• “global conference community”• Farsi > Arabic > Japanese> Swahili• Native speaker coached small groups• On stage pupil NLC

presentations/prizes


Interactive Session: Other examples

• Pupils interview & record guest speakers/graduates (TL)

• Questionnaire: pupils quiz exhibitors (TL)

• Pupils’ buzz groups create new marketing statements promoting languages (TL)

• Buzz par excellence!


Media Coverage

• Pre-event/post-event• External (local, national)• Internal (University, schools)• Short-term/long-term


LWI

• Extensive press releases, radio & TV features

• PP messages of support from high profile personalities unable to attend

• “Berti Vogts helps promote languages message at RGU” (RGU-News leader)

• LWI CD-rom (“Oh Dear, she didn’t do a language”)


LWII

• Herald newspaper, locals*• NE radio station• CILT Newsletter & Journal• RGU Newsletter:“Big Brother’s Cameron Shares

Language Skills”• RGU Alumni Magazine• ACC Enterprise in Education Magazine• TOTAL Courier (front page & feature)


Internal impact (RGU)

• LW timing generated awareness within University population (staff/students)

• Euro Award > increased prestige • RGU corporate marketing; department

web feature• RGU committee minutes• Increased language module take-up by

course designers


Internal impact (RGU)

• Follow-up Aberdeenshire schools event hosted by RGU Economics & Law Dept

• Conference pack VIP/participants lists > RGU Industrial Liaison group membership

• Questionnaires/recruitment analysis• Graduates rub shoulders with

employers


Internal impact (schools)

• Euro Award > increased prestige• Follow-up Euro Awareness events > healthy language options uptake• LWI CD-rom > younger pupils• Increased take-up of languages• Interest in taster days at RGU


Other spin-offs

• Primary school involvement• Long-term interest in languages?• Posters as resource > potential for

display in Aberdeen Art Gallery (2 year lead-in time!), Shopping Mall, Tourist Board etc


Room for improvement

• *Local “Press & Journal” featured picture of pupil holding “EFL” book

• Title clearly visible – and sending the wrong message…

• RGU press releases ref “serious FL decline in recent years” unhelpful


Room for improvement

• Increased demand for RGU presence at school European Awareness days but

• Inadequate University schools liaison support

• University prospectus/information booklets > scant reference to languages, subject not indexed


Would I do it again?

• Gandalf…• Buzz factor• SCHML website• www.rgu.ac.uk

• Video clip (8m)

• Questions?

Documents

LangWorkltsmay20051 “Languages Work” Pupils’ Conferences at RGU Murray Hill Aberdeen Business School The Robert Gordon University