Upload
thijs-van-vugt
View
3.330
Download
2
Tags:
Embed Size (px)
DESCRIPTION
how to work with student recruitment and education agents, identifying and selecting reliable agents, how to manage agents, financial & legal issues
Citation preview
All materials strictly copyright © iE&D Solutions® BVENZ Workshops, Auckland & Christchurch March 2009
Selecting & using agents Thijs van Vugt
iE&D Solutions BV / [email protected]
All materials strictly copyright © iE&D Solutions® BV
Agents: the pros and cons? Selection of agents – the good , the bad and the ugly Legal and financial aspects Managing and motivating agents Agents and your strategy Examples
Set-up
All materials strictly copyright © iE&D Solutions® BV
Who or what are agents?
All materials strictly copyright © iE&D Solutions® BV
Over 35,000 agencies operating worldwide, offering a comprehensive portfolio of services
Undoubtedly a minefield, with education specialists, language, migration, visa & travel agents all vying for your business Institution representatives Outsourced IO tasks Individuals Private companies Government bodies Others
Agencies are now a commonly accepted form of promotion & recruitment – some agencies in Asia have been established for 25 years
Who or what are agents?
All materials strictly copyright © iE&D Solutions® BV
Advantages of agents
Penetration into new markets Local market knowledge on demand, language and
culture Local presence: 24/7 Specialised student counselling Added value: follow up of enquiries (also after fair
attendance) Measurable results Increase in student numbers 90% of something is more than 100% of nothing
(Price, 2005)
All materials strictly copyright © iE&D Solutions® BV
Disadvantages of agents
No direct control Lower income Your institution’s reputation may be at stake Ethics: mixing the public function of an institution with
the recruitment of students on a commercial basis by the agent
Agents are one of the most cost effective methods of local representation, but not simply on the basis of “no cure, no pay”
All materials strictly copyright © iE&D Solutions® BV
Some remarks
Agents are only one of many channels to reach and recruit students: Education Fairs Advertising: internet, printed media, radio & TV Direct mail Seminars Scholarships, fee waivers, etc. Etc.
Agents must form an integral part of an integrated strategy
How many agents do I need? Spread your risks, more then one agent per market … but not too many either, because of time
management, and possible tensions between your partners
All materials strictly copyright © iE&D Solutions® BV
Selection of agents:the good, the bad and the
ugly Crucial to match Agents with markets – they are not
appropriate everywhere Locating an Agent is easy – they come to you!
From: KATHMANDU [mailto:[email protected]]Subject: Enquiry about the Tilburg University
CONSULTANCY CENTRE FOR OVERSEAS EDUCATION Kamalpokhari, Post Box No. 2000, Kathmandu, Nepal.
Phone: 4422888 / 4426888, Fax: 00977-1-4423456 / 4420000, E-mail: [email protected]
Dear Sirs,
We are very glad to inform you that we are one of the educational consultancies based in Kathmandu-the capital city of Nepal.
It would be very appreciable if we could get detail information regarding the university and the other procedures or the admissions. We definitely hope the positive cooperation from your side.
Thank you.
Yours truly,
Sarita GurungSecretary
All materials strictly copyright © iE&D Solutions® BV
Selection of agents:the good, the bad and the
ugly (2) An ever increasing supply of so-called agent
workshops (ICEF, ALPHE, Langton, WEBA, etc.) Finding a good & reliable agent is less easy & is
reliant on a range of factors references & existing clients quality of communication quality of marketing material the numbers of student using the agent’s services the agent’s professionalism etc.
All materials strictly copyright © iE&D Solutions® BV
Which other (NZ or comparable) school does the agent
work for? How successful?
Why does an agent want to work with your institution?
English proficiency? Professional communication?
Good website & corporate communication?
Transparent methods, procedures, fees?
Access to the ultimate decision maker?
Are expectations realistic, consistent with your strategy?
Does it click?
The right match?
All materials strictly copyright © iE&D Solutions® BV
What makes a good agent?Dos and don’ts
Knowledge of local market Knowledge of local education system or willingness to
acquire that knowledge Willingness to accept the Code of Practice Good contacts with local schools, institutions, relevant
government, embassies, etc Knowledge of & expertise in marketing &
communication Years experience Honest & open
All materials strictly copyright © iE&D Solutions® BV
False or misleading comparisons between programmes of various providers
False or misleading promotion of recruitment activities Incorrect presentation of connections with other
institutions Incorrect or unfair advice concerning admission to certain
programmes Promises concerning permanent residence in your country
or pointing out illegal actions to achieve permanent residence (e.g. fake marriage)
Suggest that the status of fulltime student may serve as cover for other activities or to help people wanting to undertake activities other than study
What makes a bad agent? Dos and don’ts
All materials strictly copyright © iE&D Solutions® BV
All materials strictly copyright © iE&D Solutions® BV
Various modi operandi
Direct:
The institution determines the plan of activities
The agent supports the activities and strategy of the institution
Indirect:
The agent gets own marketing budget and the freedom to spend it - need for clear agreement on results, etc.
All materials strictly copyright © iE&D Solutions® BV
Finance
How much an agent costs depends on your objectives Most agents work on a commission fee basis (10-20%) And/or a fixed fee, or a service fee from the student In exchange they promote your institution as part of their
portfolio, nothing more: you’re on the shelf! To get noticed, you need more:
Be willing to give your agents a marketing budget so they can advertise, organise seminars, visit fairs, etc.
Direct control vs indirect control (retainer) Payment: after the student has paid tuition fees
All materials strictly copyright © iE&D Solutions® BV
Finance (2)
Marketing fees: Fixed amount per year Per activity (advertisement, fair, seminar, etc.) Package of services
All materials strictly copyright © iE&D Solutions® BV
Legal aspects
Make clear what you expect of the agent: Role, rights & duties of BOTH parties Finance and payments Monitoring & evaluation What are the criteria for success
How to deal if things go bad and how to terminate the contract
Duration of the contract Conditions Exclusivity (NOT!)
All materials strictly copyright © iE&D Solutions® BV
Legal aspects (2)
Signatories must advise recruitment agents that their agreement may be terminated for breach of the Code by the agent. This must be stated in any written agreement between a signatory and an agent.
The institution remains responsible for the admission of the student.
In case recruitment or service fees are owed to the agent, the agreement should clearly stipulate by whom these costs are to be paid to the agent.
The international student needs to be clearly informed about this
All materials strictly copyright © iE&D Solutions® BV
Agents management
Start with a training of your agents Produce a so-called agent’s manual Visit your agent regularly (= min. 1 x per year) Make an agent feel wanted and special: respond quickly
to emails, etc. Frequent communication, e.g. agents e-news Annual evaluation If you have many agents: develop a loyalty programme
(gold, silver, bronze) Above all: don’t sit back and wait for the students to
come!
All materials strictly copyright © iE&D Solutions® BV
Agents management (2)
All materials strictly copyright © iE&D Solutions® BV
Agents management (3)
All materials strictly copyright © iE&D Solutions® BV
Agents training
Knowledge of the institution (history, structure, facilities, etc.)
Knowledge of the products/programmes Knowledge of the admissions requirements Knowledge of the admissions procedures
(deadlines, documents needed, etc.) Tour of facilities and environment Updating on new developments (for existing agents) How would you like your institution presented,
positioned and represented
NB: pay for travel & subsistence!!
All materials strictly copyright © iE&D Solutions® BV
Agents & your strategy
Be willing to see agents as partners Let the agent develop or assist in the development
of a strategy in country X and make them responsible for the implementation, e.g.: Market analysis: trends & developments,
competitor analysis, student surveys, etc. Advise on communication channels (web,
printed, fairs), timing
All materials strictly copyright © iE&D Solutions® BV
How to become the agent’s priority: Respond quickly to agent’s questions Sufficient supply of RELEVANT marketing material Frequent visits Speedy processing of applications Timely payment of commissions Joint marketing efforts: willingness to pay
Agents & you
All materials strictly copyright © iE&D Solutions® BV
Example 1: agent
2006 2007 2008 2009*0
20
40
60
80
100
120
140
91 94 88120
1 0 6
10
OthersNew ZealandUSA & CanadaAustralia
Mainly Study AbroadMarket research & analysis
All materials strictly copyright © iE&D Solutions® BV
Example 2: HEI 1
NZ HEI recruiting in Holland. Aim: 5 students/year; 1-2 in year 1
Sample budget: StudyWorld Vermeer marketing package: € 500 per
year A basic institution profile on the StudyWorld website Inclusion in the StudyWorld brochure
Travel / subsistence in Europe: € 500 StudyWorld seminar in Holland: € 500 Participation in Scope on the Globe with ENZ: free Total costs Dutch market: € 1,500 (excl
commissions)
All materials strictly copyright © iE&D Solutions® BV
Example 3: HEI 2
AUS HEI recruiting in Holland. Aim: 3-5 students/year
Sample budget: StudyWorld Rembrandt marketing package: € 2,000
per year An extensive institution profile** on the StudyWorld website Inclusion in the StudyWorld brochure A one-time logo in the StudyWorld E-Newsletter (each
month) A one time item in the StudyWorld E-Newsletter (each
month) A one-time news item on the StudyWorld website (for three
months)
Travel / subsistence in Europe: € 2,000 Total costs Dutch market: € 4,000 (excl
commissions)
All materials strictly copyright © iE&D Solutions® BV
Example 4: HEI 3
Summary of Marketing Expenses (excl commission)
7-8 students from Holland
InternetRegistrati
onTravel Costs Freight Total
Studyworld (Rembrandt Package)
€ 1.261,52
€ 1.261,52
Masterbeurs 1
€ 1.513,83
€ 756,91
€ 403,69
€ 2.674,43
PEC (Scope on the Globe) 2 € 908,30
€ 176,61
€ 151,38
€ 1.236,29
€ 1.261,52
€ 2.422,12
€ 933,53
€ 555,07
€ 5.172,24
Avg cost/student: AUD 1,350 / EUR 6701 Travel costs based on 4 days accommodation & expenses for a 2-week European trip & & 29% of a European Airfare2 Expected costs based on shared arrangement between 4 WA Universities. Costs include internet advertising.
All materials strictly copyright © iE&D Solutions® BV
Example 5: Agent markets for boarding
school
Korea, China: Full programme to enter top universities in US
and UK Building a network takes at least a year Price: US$ 35k and upwards Commission: 10-15% (of which 5% for
subcontracted agents) Visit at least once a year China:
• provide good ESL• Shanghai completely different from Beijing
(open vs more political and poor English)
All materials strictly copyright © iE&D Solutions® BV
Example 5 continued
Brazil: ½ -1 year experience abroad, w/ host family Price: US$ 30k max. Commission: 10-15% (of which 5% for
subcontracted agents) Ecuador, Colombia:
Normally go to Canada since much cheaper, yet too cold
Price US$ 20k – US$ 30k Underdeveloped markets, so initially low
numbers
All materials strictly copyright © iE&D Solutions® BV
Agent markets for boarding school (cont.)
Expenses: Attendance @ ICEF workshops for 1 year: > EUR
15,000 Travel: & subsistence EUR 15,000 Preparation of workshops: EUR 25,000 Initial aim: 130 students @ US$ 38,000 (US$
4,940,000; EUR 3,800,000) Commissions (15%): EUR 570,000 Revenue -/- expenses:
All materials strictly copyright © iE&D Solutions® BV
Conclusions: 10 golden rules
Ensure that the use of agents will integrate and complement your wider marketing and recruitment strategy.
Brief all those members of staff whose work will be affected by the actions of the agents: admissions staff, international office staff and other support staff.
Due diligence: ensure that any agent you contract is reliable, reputable and responsive. Gather references and peer reviews for each agent you are considering to sign on.
Sign a contract with your agent, specifying the rights and obligations of both parties, ensuring that you eventually are in control, i.e. able to terminate the contract whenever the agent has crossed the line
Build a lasting relationship with your agent by investing time and money in the agent: visit your agents, invite them to your campus for familiarisation and training
All materials strictly copyright © iE&D Solutions® BV
Conclusions: 10 golden rules (2)
Ensure that you are able to spend more than just the commission, i.e. marketing money for specific marketing activities.
Provide your agent with a manual about your institution, the admissions process, student accommodation, etc.
Be willing to (re)direct enquirers to your agent, since they are much better at following-up than you.
Follow-up accurately and as quickly as possible on any applications that your agent provides you with.
Remember: 90% of something is a lot more than 100% of nothing (Price, 2005)
All materials strictly copyright © iE&D Solutions® BV
StudyWorld Seminars
8 April: study in Oz and NZ 13 May: Business s studies