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