AEAS AUSTRALIAN SCHOOLS EVENT PROGRAM MARCH 2015 As at 13 August 2014 About these events CITY DATE Wednesday 18 TOKYO March GUANGZHOU HONG KONG SHANGHAI BEIJING HARBIN VENUE COST CO-ORGANISER EVENT TYPE EDUCATION Hotel (TBC) $1,300 Arranged by AEAS AGENT WORKSHOP Saturday 21 Sheraton March Guangzhou Hotel Sunday 22 Langham Place March Hotel Saturday 28 Le Royal March Meridien Hotel Sunday 29 Grand March Millennium Hotel Wednesday 1 Shangri La Hotel April (TBC) $2,390 GZL EXHIBITION $2,500 iE&T, HKOSC & AUG EXHIBITION $2,390 Austar EXHIBITION $2,390 JJL EXHIBITION $1950 Pattison Education Group EXHIBITION These events are again being held in the first part of the year to maximise the time available • for students and parents wishing to commence at their preferred Australian school in July 2015 or January 2016; and • for students to complete intensive English language programs following the completion of the academic year in China and Hong Kong, and prior to commencing at school in Australia. For Australian schools to maintain a strong presence in our key markets we must visit regularly to maintain relationships with education agents, alumni, current and past parents and local schools. Australian schools specific exhibitions are an important contributor to building and maintaining an overall profile for our Australian school sector in key markets. With a strong Australian schools profile in these markets, individual schools may find their individual marketing efforts to be more effective. The table below shows the number of 571 school sector student visas granted by citizenship country 1 over the past five years. China continues to be the leading source country for school students with Japan ranked fifth and Hong Kong ranked eighth. 1 DIAC student visa program report – 30 June 2013. Note: this data reports on visas granted not enrolments or commencements. The June 2014 data has not been released as at 13 August 2014. 2 AEAS Australian Schools Event Program – March 2015 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. China Germany Vietnam South Korea Japan Italy Brazil Hong Kong Papua New Guinea Thailand Malaysia France Taiwan Indonesia 20072008 20082009 20092010 20102011 20112012 20122013 8281 1244 814 2202 680 160 422 546 70 221 352 5164 1616 1093 1675 567 313 394 519 136 250 316 3989 1710 904 1409 541 273 383 518 154 215 325 3472 1278 681 954 545 343 309 523 128 178 297 265 151 194 137 170 141 137 103 3226 1128 578 749 582 419 249 299 170 190 250 154 110 122 3051 1105 712 657 548 426 377 259 199 166 155 131 116 * JulyDec 2013 2075 414 402 259 286 107 107 190 ** 65 73 49 64 53 Notes: 66 per cent of Korean 571 student visas are granted onshore. A proportion of students from Germany, Italy, France and Brazil may be on short term student visas. *Indonesian data only shown in DIBP report for onshore grants. Offshore grants not shown. ** Papua New Guinea data not shown for July to December 2013. In addition to the 571 student visa grants, many schools are experiencing significantly increased applications of permanent and temporary residents from China and other countries. Exhibitions should be one part of an overall international marketing strategy. AEAS arranged exhibitions offer a high level of support and guidance to schools that are new to marketing or to a specific country. School participants have often described such exhibitions as a great professional development opportunity where information is shared between colleagues from schools. AEAS events in 2014 were supported by Austrade. AEAS is again seeking support from Austrade for our 2015 events. 3 AEAS Australian Schools Event Program – March 2015 About the Japan market • Japan is currently the fifth largest source country for 571 student visa grants. The enrolment and commencement data also shows growth over the past few years. • The table below shows the 571 international student data from December 2010 to December 2013 and also from January to June 2014 2. ENROLMENTS AT DECEMBER 2011 2012 2013 2010 787 790 817 854 COMMENCEMENTS AT DECEMBER 2011 2012 2013 2010 393 452 438 461 2014 (at June) 710 2014 (at June) 350 The Australian Schools – Education Agent Workshop will provide an opportunity for schools to meet with interested education agents at one on one meetings. Time will also be allocated at the end of the day for education agents to invite parents in to meet with the schools that are present. The Japanese government under the leadership of Prime Minister Abe3 has increased the focus on students needing to develop a global outlook through English language development and studying abroad opportunities. Prime Minister Abe has called it global human capital which is defined as • • • English skills with real world applicability Cross cultural understanding and diverse mindset Global leadership The intention is to better position Japan for the global economy now and in the future. As part of this new policy direction, the Japanese government is offering study abroad scholarship. This includes local governments funding longterm study abroad at school level: • • Next-generation Leaders (Tokyo Metropolitan Board of Education) Kyoto Prefecture long-term study abroad (Kyoto Board of Education) High school study abroad (Hiroshima Board of Education) Some 250 senior high schools in Japan encouraging long-term study abroad The Government is expanding English language education in schools and is also introducing a compulsory English exam to gain entrance to university. According to Austrade Japan 4, education agents are reporting the following positive comments about Australian schools • Credit for English language learning • Level of student support/care • Dedicated teachers • Friendly, safe and ideal as a study abroad destination • Negative image: Expensive and low brand awareness Overall: • Majority see senior high schools as biggest potential for growth AEAS held the first Education Agent workshop in March 2014 and education agents provided the following comments after the event about their reason for participating: • We are sending more than 100 high school students to all over the world; however, we were not familiar with the education system in Australia. The students are increasing every year and we are thinking to collect more students who would like to study in Australian high schools, so that is why we want to learn the information from this workshop. • To increase the number of students who wishes to study at Independent Schools in Australia. • We want to expand secondary school market. • We were eager to learn about independent schools in Australia and we never had an opportunity to attend this kind of workshop before. 2 Source: Austrade International Student Data, www.austrade.gov.au (accessed 11 August 2014) 3 Source: Austrade market briefing, March 2014, Presented by Tom Yates, Consul General and Trade Commissioner, Fukuoka 4 4 Source: Austrade market briefing, March 2014, Presented by Tom Yates, Consul General and Trade Commissioner, Fukuoka AEAS Australian Schools Event Program – March 2015 About the China market China continues to be the largest market for Australian schools, with 6,607 enrolments at June 2014 and 2,214 new commencements at June 2014 5. This data only shows 571 student visa data and does not include the significant number families that are migrating to Australia on permanent or temporary resident visas. The largest source cities for Australian school sector students in China have traditionally been tier one cities such as Shanghai, Guangzhou and Beijing 6. However, many school sector students are also sourced from tier two and tier three cities. The opportunities in China for Australian schools to recruit students to study at their school in Australia; host study tours for students; form relationships and partnerships with local schools; provide teacher exchanges and provide in country education and related programs; continues to grow. • 60 per cent experienced increased enquiries for school level study • Australia ranked number two for high school education enquiries, behind the USA and ahead of Canada Education is a top investment priority for Chinese families9 • Overseas education is a household budget item beyond middle class • There is a trend for going abroad younger and earlier • High school studies representing 30 per cent of those planning study abroad in the 13-23 age group • School sector is seen by Austrade as the key to building and maintaining Australia’s market share in China. Building your other activities, alumni functions and regular education agent visits around an AEAS Australian schools exhibition provides an efficient way of achieving maximum reach in China within your budget. The table below shows the 571 international student data from December 2010 to December 2013 and also from January to June 2014 7. ENROLMENTS AT DECEMBER 2011 2012 2013 2010 10,882 9,302 8,377 8202 COMMENCEMENTS AT DECEMBER 2011 2012 2013 2010 4,457 3,825 3,506 3,851 2014 (at June) 6,607 2014 (at June) 2,214 According to an Austrade education agent survey8 5 Source: Austrade International Student Data, www.austrade.gov.au (accessed 11 August 2014) 6 Source: Austrade market research report: Demand for overseas high school education in China, March 2014 7 Source: Austrade International Student Data, www.austrade.gov.au (accessed 11 August 2014) 8 Source – Austrade market briefing to AEAS Beijing exhibition, 28 February 2014, Eliza Chui, Education Commissioner, North Asia 5 9 Source – Austrade market briefing to AEAS Beijing exhibition, 1 March 2013, Eliza Chui, Education Commissioner, North Asia AEAS Australian Schools Event Program – March 2015 About the Hong Kong market Hong Kong is a traditional source market for Australian schools enrolling international students. These international students include 571 student visas, business migration and citizens and permanent residents residing in Hong Kong. Many Hong Kong students have studied in Australian schools and alumni and their parents provide a strong source of referral. Maintaining alumni connections is critical for future enrolments. The table below shows the 571 international student data from June 2011 to June 2014 10. This data includes only first half year data. ENROLMENTS AT JUNE 2012 2013 2014 386 340 318 COMMENCEMENTS AT JUNE 2012 2013 2014 130 100 128 2011 439 2011 166 The student enrolment data for 571 student visas has been showing a decline in recent years. However, the commencement data above shows there has been some recovery in new commencements in 2014. Many Hong Kong families are now enrolling their children in the increasing number of international schools available in Hong Kong. It is critically important that Australian schools maintain a regular presence in Hong Kong to increase our visibility to alumni and current and prospective parents. Why you should participate in the AEAS March 2015 events • • • • • • Contribute to the continuing branding of an Australian school education in China, Hong Kong and Japan as a group. Building our profile as a high quality, safe destination that leads to successful student outcomes, will contribute to continued and ongoing interest by parents in China, Hong Kong and Japan. Meet directly with prospective students and parents in China and Hong Kong to discuss your school’s key selling points Capitalise on Australian schools largest market (China) Attend market briefings in Beijing, Hong Kong and Tokyo with a specific focus on Australian schools presented by an Austrade representative (tbc) Utilise the in market knowledge presented by Austrade and also held by co-organising education agents and AEAS China staff. Who should attend? • • • CRICOS registered Australian schools ELICOS High School Preparation program providers Ancillary service providers (such as guardianship organisations, homestay organisations, health providers) – subject to AEAS approval Terms and Conditions All participants must read and acknowledge the AEAS Events Terms and Conditions prior to submitting their online registration. This contains important information about participant responsibilities and requirements. 10 Source: Austrade International Student Data, www.austrade.gov.au (accessed 11 August 2014) 6 AEAS Australian Schools Event Program – March 2015 Register online before 26 September 2014 www.aeas.com.au (Event Registration) Places are limited for some events. Secure your place by registering early. You will receive an email confirming receipt of your application. AEAS will then send successful applicants an email with an invoice for the confirmed events you will participate in. A detailed Exhibition Information Package will be sent to confirmed participants to assist with your preparation and planning. 7 AEAS Australian Schools Event Program – March 2015 TOKYO, JAPAN CITY DATE Wednesday TOKYO 18 March VENUE COST CO-ORGANISER TBC $1,300 Arranged by AEAS EVENT TYPE EDUCATION AGENT WORKSHOP & INTERVIEW PROGRAM This workshop provides an opportunity for agents to hear about the Australian school system and for schools to hear about the Japanese market. Schools and agents can meet directly with each other at scheduled appointments over the course of the day. Counsellors at education agents have limited access to first hand information about Australian schools. Many education agents have questions regarding ELICOS programs, the required standard of English for school entry, guardianship arrangements, and school and accommodation options. This event is designed to build relationships and exchange information. This workshop will provide an opportunity for Australian schools to inform education agents about their school. Eighteen education agents attending the first workshop held in March 2014. Event costs • • One booth/table - AUD$1300 Booth sharing is not permitted at this event Inclusions • • • • • • • • • • • • Maximum two people per school (+AUD$100 per additional person) Venue hire Table for display of materials Chairs for exhibitors and education agents All event arrangements Powerpoints/plugs for laptop computers (TBC) Provision of onsite support Wireless internet (TBC) Arrival coffee and tea (TBC) Morning tea Buffet lunch Water Confirm your place now The number of schools participating in this event will be limited to 15. KEY CONTACT Tracey O’Halloran Managing Director, AEAS Tel: +61 3 9645 0077 Email: [email protected] 8 AEAS Australian Schools Event Program – March 2015 GUANGZHOU CITY DATE GUANGZHOU Saturday 21 March VENUE COST Sheraton Guangzhou Hotel $2,390 CO-ORGANISER GZL International Consultants EVENT TYPE EXHIBITION Guangdong Province has traditionally been a strong source of school sector students in China. This is the seventh year that AEAS will co-organise an Australian schools event in Guangzhou and the third time with GZL International Consultants. Nancy Wong, Manager, GZL has been involved with international education for many years and is very experienced and professional. Nancy is also a mother of a son currently attending an Australian private school so has first-hand experience. The 2014 Australian schools exhibition in Guangzhou attracted over 200 families interested in an Australian education. Families are continuing to be actively followed up by GZL and applications and enrolments for schools are still pending from the 2014 event. Exhibition costs • • One booth - AUD$2,390 Shared booth (maximum two schools physically present) - AUD$3585 ($1792.50 each) Inclusions • • • • • • • • • • • • All marketing and promotion for the event Venue hire at Sheraton Guangzhou Hotel Table for display of materials Chairs for exhibitors and visitors Powerpoints/plugs for recharging electronic devices Wi-Fi Interpreter to work at your booth Provision of onsite support Help with obtaining business visas Water AEAS project management AEAS and GZL’s coordination, management and printing of the Exhibitor Guide Confirm your place The number of schools participating in this event will be limited to 30. KEY CONTACTS Tracey O’Halloran Managing Director, AEAS Tel: +61 3 9645 0077 Email: [email protected] 9 Nancy Wong, Manager GZL International Consultants Co., Ltd Room 817-819, East Tower, Times Square, No. 28, Tianhe Road North, Guangzhou, P.R.China 510620 Tel: +86 20 61101033 Email: [email protected] Web: www.gzlco.com AEAS Australian Schools Event Program – March 2015 HONG KONG CITY DATE HONG KONG Sunday 22 March VENUE Langham Place Hotel COST CO-ORGANISER EVENT TYPE Arranged with AUG $2,500 Global Network, iE&T EXHIBITION Group and HKOSC The event is being co-organised by AEAS in conjunction with three excellent Hong Kong education agents. This is the seventh time that an Australian Schools event has been collaboratively arranged by these three Hong Kong agents and AEAS. We are all very excited about this continued collaboration and anticipate that this will again lead to a very successful event. The event attracted more than 300 visitors and 130 students in 2014. The Australian Schools Exhibition is marketed as the biggest event of its type in Hong Kong each year. Thirty Australian schools participate each year and the event space fills quickly. Register early to avoid missing out on this event. Hong Kong is a ‘traditional’ source market for many Australian schools that have long standing connections with alumni, education agents and others. Despite declines in 571 student visa enrolments from Hong Kong over the past five years, Hong Kong continues to be an important market for Australian schools for students on 571 visa, business migration or with Australian or New Zealand permanent residency or citizenship. Australia remains the second most popular English-speaking study destination for Hong Kong high school graduates 11. Agent arrangements Participating schools will be asked to nominate their preferred education agent from one to three from the co-organising agents to work at their booth on the day of the exhibition. The three education agents will also consider the participating schools and nominate which schools they would like to work with. The objective is to ensure that the three co-organising education agents are working with an equal number of schools on the day of the exhibition. To ensure the three education agents are working with an equal number of schools, AEAS will discuss final arrangements with schools and the education agents to seek final approval. AEAS cannot guarantee that schools will receive their first preference. If you are not currently working with one of the three education agents, they will be pleased to discuss any agreements with you prior to, or during, the event. Exhibition costs • • One booth - AUD$2,500 Shared booth (maximum two schools physically present) - AUD$3,750 (AUD$1875 each) The budget has been set to maintain event promotion in Hong Kong at similar levels to previous years. The cost of advertising in Hong Kong continues to rise by around 10 per cent each year. 11 Source: Austrade market briefing, 10 March 2014. Presented by Wilson Tang, Senior Business Development Manager, &Eve Ching, Education Manager, Hong Kong. 10 AEAS Australian Schools Event Program – March 2015 The decline in the AUD has also contributed to the increased exhibition cost. Inclusions • • • • • • • • • • All marketing and promotion for the event Venue hire at Langham Place Hotel, Mongkok Table for display of materials Chairs for exhibitors and visitors Powerpoints/plugs for recharging electronic devices Interpreter to work at your booth Provision of onsite support Water AEAS project management AEAS and the agents’ coordination, management and printing of the Exhibitor Guide Wi-Fi is included for guests of the hotel. For participants not staying at the hotel, the cost will be approximately HKD$120 net per device. Confirm your place now The number of schools participating in this event will be limited to 30. Tracey O’Halloran Managing Director, AEAS Mobile +61 3 9645 0077 Skype: tracey.ohalloran Email: [email protected] Eliza Tse Principal Education Consultant iEducation & Training Group Rm 2202, Tung Wai Commercial Building 109-111 Gloucester Road Hong Kong Tel: 852 2574 7738 Fax: 852 2574 8131 Mobile: 852 9889 6198 Email: [email protected] Web: www.ietgroup.com.hk KEY CONTACTS Jimmy Wong Chief Executive Hong Kong Overseas Studies Centre Room 504 Valley Centre 1229-1230 Star House 3 Salisbury Road, Tsim Sha Tsui, Kowloon, Hong Kong Tel: +852 2730 2068 Mobile: +852 9452 4928 Email: [email protected] www.hkosc.com.hk Craig Chan Manager AUG Global Network Room 1921, 19 Floor, One Grand Tower, 639 Nathan Road, Mongkok, Hong Kong Tel: +852 2392 1592 Email: [email protected] www.augstudy.com 11 AEAS Australian Schools Event Program – March 2015 SHANGHAI CITY SHANGHAI DATE VENUE Saturday Le Royal Meridien 28 March Hotel COST CO-ORGANISER EVENT TYPE $2,390 Austar Group EXHIBITION Shanghai and the nearby provinces of Jiangsu and Zhejiang are major sources for students wishing to study at overseas schools. Shanghai is a major centre for international business and finance with many families interested in their child studying overseas. This exhibition provides an opportunity for Australian schools to participate in an “Australian schools only” event in Shanghai. This will be the seventh year that AEAS has arranged an Australian schools exhibition in Shanghai with Austar. Austar’s long term commitment to the Australian schools market provides a good opportunity to work with this agent in Shanghai. In 2014, the AEAS-Austar exhibition in Shanghai attracted more than 200 families interested in an Australian education. Families from the 2014 event are continuing to be actively followed up by Austar and applications and enrolments for schools are still pending. Australian schools will have an opportunity to develop or maintain a relationship with Austar through their network of offices in Shanghai, Beijing, Hangzhou in Zhejiang Province and Wuxi and Suzhou in Jiangsu Province. Exhibition costs • • One booth in Shanghai - AUD$2,390 Shared booth (maximum two schools physically present) - AUD$3585 ($1792.50 each) Inclusions • • • • • • • • • • • • • • 12 All marketing and promotion for the event Venue hire at Le Royal Meridien Hotel (a five star hotel next to People’s Square on Nanjing Lu) Table for display of materials Chairs for exhibitors and visitors Powerpoints/plugs for recharging electronic devices Wi-Fi Interpreter to work at your booth Provision of onsite support Help with obtaining business visas Water AEAS project management AEAS and Austar’s coordination, management and printing of the Exhibitor Guide Austrade market briefing and dinner (dinner to be hosted by Austar). AEAS Coordination of shuttle bus to airport for flight to Beijing after the event (The shuttle bus cost will be charged to participant’s guest room). AEAS Australian Schools Event Program – March 2015 Confirm your place The number of schools participating in this event will be limited to 30. KEY CONTACTS Tracey O’Halloran Managing Director, AEAS Mobile +61 3 9645 0077 Skype: tracey.ohalloran Email: [email protected] 13 Edward Sun, Vice General Manager Austar Group Ltd. Level 7, BM Intercontinental Center 500 Hengfeng Road Shanghai Tel: +86 21 6353 5962 Email: [email protected] Web: www.austargroup.com AEAS Australian Schools Event Program – March 2015 BEIJING CITY DATE BEIJING Sunday 29 March VENUE Grand Millennium Hotel COST $2,390 CO- EVENT ORGANISER TYPE JJL EXHIBITION Beijing, along with Shanghai and Guangdong Provinces, is a leading source of school sector students for Australia. Beijing has strong economic growth and is the centre of government and a centre for international business. Students are exposed to the benefits of an international education, and are therefore searching for the right international destination for their school studies which will lead them to their preferred tertiary pathway. This is the fourth year that AEAS has co-organised an Australian Schools Exhibition in Beijing and it will be the second time an event has been co-organised with JJL. JJL is one of the biggest education agents in China with offices in more than 35 cities. JJL has approximately 1500 education counsellors with more than 250 counsellors focussed on Australia. 11 per cent of their counsellors hold masters or PhD’s and 33 per cent have overseas education or work experience. Lisa Zhang, Vice President of JJL, is a graduate of a leading girls independent school in Sydney and went on to study at university in Australia. JJL is very professional and is keen to grow the Australian schools market with AEAS and participating schools. In 2014, more than 250 families attended the event which suggests the level of interest from Beijing is quite high. Exhibition costs • • One booth in Beijing – AUD $2390 Shared booth (maximum two schools physically present) - AUD$3585 ($1792.50) Inclusions • • • • • • • • • • • • 14 All marketing and promotion for the event Venue hire at the Grand Millennium Hotel (a five star hotel) Table for display of materials Chairs for exhibitors and visitors Powerpoints/plugs for recharging electronic devices Wi-Fi Interpreter to work at your booth Provision of onsite support Help with obtaining business visas Water AEAS project management AEAS coordination, management and printing of the Exhibitor Guide AEAS Australian Schools Event Program – March 2015 Confirm your place The number of schools participating in this event will be limited to 30. KEY CONTACTS Tracey O’Halloran Managing Director, AEAS Tel: +61 3 9645 0077 Email: [email protected] Ms Tina Yang Director of JJL International Marketing Center JJL Overseas Education Consulting & Service Co. Ltd. 5F, Mi Yang Tower Yong An Dong Li Jianguomenwai Avenue Beijing Tel: +86 10 6568 5656 Email: [email protected] 15 AEAS Australian Schools Event Program – March 2015 Harbin, China CITY DATE HARBIN Wednesday 1 April VENUE Shangri-La Hotel (TBC) COST CO-ORGANISER $1,950 Pattison Education Group EVENT TYPE EXHIBITION In 2015, AEAS will organise for the first time an Australian schools exhibition in Harbin. This will attract students from Harbin and from other cities in Heilongjiang province. The exhibition will take place on the final day of the busy China schedule and will open schools up to an exciting new market. The event is being co-organised with Pattison Education Group. Pattison Education Group (China) was established in China in 2004 and has over 100 branch companies across China. The Harbin Pattison English School was established in 2008 and has four branches in Nangang, Daoli, Xuefu and Haxi business districts. It is the leading English language training provider in Harbin. Pattison Education Group has good relationships with education agents in Harbin. You will be able to invite your preferred education agent to work with you at your booth at this exhibition. This is the first time that AEAS will co-organise an event in China with a training organisation instead of an education agent. Exhibition costs • • One booth in Beijing – AUD $1950 Shared booth (maximum two schools physically present) - AUD$2925 ($1462.50) Inclusions • • • • • • • • • • • • All marketing and promotion for the event Venue hire at the Shangri La Hotel (TBC) Table for display of materials Chairs for exhibitors and visitors Powerpoints/plugs for recharging electronic devices Wi-Fi Interpreter to work at your booth (if requested) Provision of onsite support Help with obtaining business visas Water AEAS project management AEAS coordination, management and printing of the Exhibitor Guide Confirm your place The number of schools participating in this event will be limited to 20. 16 AEAS Australian Schools Event Program – March 2015 KEY CONTACTS Tracey O’Halloran Managing Director, AEAS Tel: +61 3 9645 0077 Email: [email protected] 17 AEAS Australian Schools Event Program – March 2015
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