15th National Education Marketing Roundtable
Minutes
Federal/Provincial Consultations with Stakeholders on the Education Brand for Canada (am session)
15th National Education Marketing Roundtable (pm session)
Foreign Affairs and International Trade Canada,
Robertson Boardroom, 125 Sussex Drive, Ottawa
Wednesday, May 13th, 2009
Co-Chair: Chris Greenshields, Director
International Education and Youth Division, DFAIT
Co-Chair: Darcy Rollins, Director
Manitoba International Education Branch, Federal-Provincial and International Relations
08:30 - 09:00
Coffee and muffins in the Skelton Lobby
09:00 - 09:10
Welcoming remarks
Chris Greenshields and Darcy Rollins
Chris Greenshields and Darcy Rollins welcomed everyone to the meeting. Chris noted to participants that a similar format would be followed as in past meetings with the federal/provincial meeting taking place in the morning and the education marketing roundtable scheduled for the afternoon. Darcy Rollins indicated that every session would leave time for questions and discussion. Chris Greenshields reminded everyone about the availability of in-house simultaneous interpretation and that no food or drink was allowed in the conference room. A tour de table followed.
09:10 - 09:40
Edu-Canada Activities update
Jean-Philippe Tachdjian, Edu-Canada
Jean-Philippe Tachdjian provided an update on recent Edu-Canada activities. It’s a busy time at DFAIT, particularly with the launch of the brand. Upcoming activities include StudyWorld in Berlin (May 15-16, 2009) where Canada will be country of honour and the NAFSA conference in Los Angeles (May 24-29, 2009) where there will be a very large Canada Pavilion. Edu-Canada has been working closely with the missions to ensure the proper use of the brand, including providing support and encouragement for more education promotion activities in their regions. We have held some training sessions for our missions in Asia and Latin America. We anticipate organizing additional sessions for the U.S. over the coming year.
To protect the Imagine brand trademark, Edu-Canada has begun registering the brand abroad. Jean-Philippe invited participants to look at the countries where the brand had already been registered and advise Edu-Canada as to which other countries should also be listed.
Jean-Philippe requested participants to remind their members to register on Edu-Canada Pro where valuable market information can be obtained. Edu-Canada Pro is also a good way to monitor requests and to ensure prompt replies offering better service to our clients. Participants were invited to advise Edu-Canada if they were interested in seeing market reports for particular countries. In addition, an inventory of offshore research programs will soon be prepared.
Jean-Philippe also advised that he was no longer comfortable using the estimate of a $5 billion economic contribution for the education sector in Canada. More precise data and a better methodology are needed. Roslyn Kunin and Associates of Vancouver have been contracted to research this issue. Results of the study are expected by August 2009.
Jean-Philippe mentioned the Brand Extranet site (to be housed at CMEC) which will provide resources to provinces and authorized institutions in brand use, including guidelines, graphics, texts and photos.
Questions and Answers
Pari Johnston/AUCC extended her thanks and congratulations for the excellent work in launching the brand. The AUCC would be happy to help out with disseminating information to its members on Edu-Canada Pro. Is there a message we can send out on our listserv?
Jean-Philippe Tachdjian/DFAIT responded that a message on Edu-Canada Pro had been sent in November 2008 and that we propose to do it again soon and would appreciate if the AUCC could spread the word to its members. In response to a second question from Pari, Jean-Philippe advised that we wanted to do greater outreach of the brand but that there were limitations on our budget. We need to demonstrate results and effectiveness of the brand in order to obtain more money. $1 million/year for five years is not a lot. The department has been supplementing this money whenever it can. We are looking to partner with associations and organizations to extend our bang for the buck.
Johanne Lacombe/Languages Canada asked whether brand training to the missions included mention of the languages sector.
Jean-Philippe Tachdjian/DFAIT replied that it did and added that brand training sessions for institutions were planned for the fall. EDU-CANADA would be working with the provinces in organizing the sessions, with the provinces responsible for inviting participants.
Peter Halpin/AAU asked about testing of the brand.
Jean-Philippe Tachdjian/DFAIT amswered that the brand had been tested with different stakeholders before its launch, including international students. The latter involved an informal process which saw the Embassies invite certain people (students identified with an interest in Canada) to answer some questions. We anticipate doing a further set of focus groups abroad to test the effectiveness of the brand in late 2009 or early 2010.
Joanne Uyede/CECN offered access to the CECN databases to facilitate the contact of international students for future focus groups. Jean-Philippe thanked Joanne for this offer.
09:40 - 10:10
Policies governing the use of the Education Brand for Canada for institutions and associations
Darcy Rollins and Jean-Philippe Tachdjian
Darcy Rollins began his presentation by referring participants to the policy document: Brand Use Eligibility Policy / Eligibility for Use of the Education au/in Canada Brand. Authorization to use the brand is being done through a phased approach. Federal/provincial/territorial governments can use the brand right now. Who else can use it? We are still working on this aspect and making sure that everyone is comfortable with the approach.
Provinces and territories must submit to the CMEC Secretariat a list of institutions that meet the eligibility requirements. Institutions can apply for authority to use the brand through the brand manager at CMEC. If there are no concerns expressed by DFAIT or CIC, institutions will obtain authorization to use the brand. What does this mean for national associations? If an association is comprised entirely of institutions eligible to use the brand, then the association will be authorized to use the brand. The association can apply directly to the CMEC brand manager. If the association is comprised of eligible and non-eligible institutions, it will not obtain authorization to use the brand until all of its members are compliant.
Darcy further elaborated that some institutions in certain jurisdictions have partly authorized programs. In this instance, the institution will receive partial authorization to use the brand. This means that the institution will only be able to use the brand for activities related to the authorized program.
Darcy also indicated that there would be no costs for institutions for access or use of the brand until March 31, 2011.
Jean-Philippe Tachdjian/DFAIT indicated that institutions would require periodic renewal for use of the brand. For the time being, authority would be granted until March 31, 2011 with plans to subsequently implement a renewal process.
Jean-Philippe reported on the impact that the eligibility policy will have on the work of the missions. DFAIT is committed to promoting institutions that will be authorized to use the brand at the various fairs. Non-eligible institutions, while not authorized to participate in a Canada fair, can still obtain advice and guidance from mission officers. Institutions that are not eligible to use the Education au/in Canada brand will not be able to participate in the Canada Pavilion.
Jean-Philippe further indicated that in a multinational fair there would be a branded area for authorized institutions. A non-branded area for eligible but non-authorized institutions would also be available. Participants which are members of Languages Canada would be located in the non-branded area temporarily until current issues around eligibility and approval to use the brand are resolved. Companies that are sponsors will also be in non-branded areas. Provincial and territorial governments will need to look at their institutions to determine which are eligible. An association which is not eligible to use the brand can be contracted for services and given authority to use the brand for a specific event.
Questions and Answers
Claude Martel/CeLea asked is there was a plan to do a sub-branding for suppliers and/or producers on the training level.
Jean-Philippe Tachdjian/DFAIT indicated that there had been some high level discussions for companies involved in training to have access to the brand but nothing has been decided yet. There will be further discussions in the future.
Mike Rosson/Edu-Nova asked if language schools could participate in Embassy fairs.
Jean-Philippe Tachdjian/DFAIT responded that language schools accredited by Languages Canada would be allowed to participate. In the non-branded areas for now, until there is agreement on a change of status.
10:10 -10:30
Health Break
10:30 -11:30
Update on the development of the Education Brand for Canada and roll-out to institutions and associations
Stephanie Kennan, Bang Marketing and Stéphanie Mercure, Edu-Canada
Stephanie Kennan gave a refresher on the brand and its promises, and Stéphanie Mercure gave details on the roll out to institutions and associations.
The project started two years ago to develop a brand for education in Canada. Research was done by JWT Education to find out more about what students look for, then Bang developed norms and material in the fall. Regarding the needs and mandate, three points were made; we should have one voice; improve impact, recognition and differentiation; and highlight our strengths. Work was done on developing slogans and a unified image.
Research was done on targets and the decision process for students, which is different in different places, and involves different factors – i.e. country, city, or institution. Many reports were produced to understand the strategies of our competitors – not all have the same approach. We need to define Canada’s place in it and our strategy. The strategy and concepts were presented to focus groups here in Canada across the country.
Strong characteristics of Canada were determined. The Brand essence is “Empowered idealism”. Canada is presented as a country where students can be what they want to be. This opens doors to enormous possibilities in communications. The slogan “Imagine” and signature under a maple leaf were developed. The slogan opens doors and lets students imagine what they can do and show what we have to offer. Education in Canada is very diverse.
The new logo needed coherence, so guidelines were developed, in a document of 100 pages for users. It’s in paper format now but we are working on an online tool, an Extranet of brand guidelines for this summer. The module on the Extranet is going beyond the logo but will have other information for those with access, depending on the level of security, to download elements such as photos, etc. There will be a database of materials, and users will choose what is most pertinent, and possibly create new material. All stakeholders will use what is best for them as each is diverse.
Once the graphics were developed, 15 concepts were developed. There is one theme per concept, such as quality, research, scholarships, etc. These will be finished in the fall. A pavilion for events such as the China Education Expo in fall 2008 was developed using the new colours and brand. There is a palette of colours which can be changed depending on the country. In China, yellow and red were used. Other materials have been produced such as brochures, maps, bags, etc. - there is a small amount now but will be more.
Stéphanie Mercure reported on the planned Brand roll out and the steps for use by institutions and assoc. The first step was the roll out to owners last October, then the development of a Brand use policy and technical guide for users, then the roll out to institutions.
The Brand was launched on September 22, 2008, at which time it was rolled out to the owners, the federal and provincial governments. The policy was outlined earlier by Darcy and Jean-Philippe. There will be an application process for authorisation of institutions and associations, which will include verifying eligibility, an online application, then, when appropriate, approval by CMEC in consultation with provincial and federal governments, followed by the signature of a sub licensing agreement. For associations, all member institutions must be on the eligibility list, after which there will be an online application for approval by CMEC in consultation with the federal government, then signing of a sub licensing agreement. Approvals will be in effect until 31 March 2011. Once the agreement is signed, they can then use the brand right away.
There are a number of benefits to users to have brand use approval; the use of the logo on institutional material; opportunities to participate in embassy-organised fairs; opportunities to participate in DFAIT-organised Canada Pavilions at signature events; opportunities to participate in bilateral meetings organised by DFAIT, such as the FICCI Higher Education Summit or on the margins of signature events; profile in brochures and catalogues developed by DFAIT/CMEC and advertising opportunities; use of branded materials; receive biannual newsletter; etc. Additional things will come up later, such as special events.
There will be particular responsibilities of users; the ethical code could include: ethical recruiting; truthful ads; clear study paths; quality student support and services; risk management policy; clear tuition refund policy; etc. It is an evolving process.
For those institutions and associations which are fully authorised, we have prepared examples with the logo on printed materials. The logo can be used within the red ‘swoosh’ integration line or outside. Other options could be on a banner, web banner, or promotional items. The logo can be used for displays in Canada Pavilions at multinational events. There are two possibilities with the web – to put the logo on the home page of an approved institution or association, or to use it on a web banner on each page. Also it can be used on promo items, with consultation of the brand manager, like putting the logo on the sleeve of an institution’s T shirt.
For those which are only partially authorised, with only a specific program eligible for Brand use, the logo could be used on printed matter for that program specifically and only on things like a program brochure, flyer, bookmark, or a web page specific to that program. No other pages of that institution could use the brand.
There is a legal note in the technical guide that all publications must indicate that the logo is trademarked and used under license. Finally, the logo can only be used on authorised material and no other material can profit from use of the brand. The details will all be on the extranet in the coming months.
Technical tools will be available in fall 2009; the extranet; tools like the logo; and the application form; as well, the CMEC brand manager will be in place to work with eligible institutions and associations. There will be a roll out and training in summer/fall by Stephanie Kennan of Bang Marketing. The objective is to have the majority of eligible institutions and associations able to use the brand and deliver the brand promise in 2010.
Questions and Answers
Laurier Thibault/RCCFC: For the training of institutions and associations in September, must institutions sign up before doing training?
Stephanie Kennan/Bang: Provinces will arrange this in collaboration with CMEC.
Jean-Philippe Tachdjian/DFAIT: National associations will talk to DFAIT.
Pari Johnston/AUCC: A follow up question: can you redo the steps? It’s not clear how to become a member. Also, what are the dates for the brand manager at CMEC? Do we have to wait for the provinces’ list to go to CMEC before applying? We want to send a message to our members soon.
Stephanie Kennan/Bang: We tried to be clear but it is complicated. At the end of August, institutions will be invited to information sessions on how to proceed.
Jean-Philippe Tachdjian/DFAIT: Before that, the provinces and federal reps will develop the list of eligible institutions based on the policy accepted by the federal and provincial governments. Institutions will be invited based on this list. Once the list is developed there will be a schedule and invites sent to institutions by provincial governments for the training in the fall. After that, once all is explained, like the question of if it is in an institution’s interest, each has to decide on their own. Then there will be a meeting to explain the Brand promise and benefits, then there will be an application process online and consultations by CMEC and fed/prov discussions. We want to protect the brand - if there is an institution doing activities in an unacceptable manner, especially as CIC thinks. That is why it is a condition.
Robert White/AUCC: The first step is that provinces do an eligibility list – will they then contact each institution to tell them if they are on the list?
Jean-Philippe Tachdjian/DFAIT: It’s not my place to say. But I understand that once the eligibility list is ready, institutions will be invited. But a province could choose to exclude a whole sub-sector ie only approve PSE institutions and exclude all K-12. As the invitation will come from the province, they would only invite PSE institutions . For national associations, there will be training in Ottawa by invitation from DFAIT.
Laurier Thibault/RCCFC: Will the list be public?
Jean-Philippe Tachdjian/DFAIT: Yes, it will be posted on the Extranet Website.
Isabelle Tibi/AUFC: So training for associations will be at the same time as institutions.
Jean-Philippe Tachdjian/DFAIT: Yes, associations will at be at the same time. The session in Ottawa is basically identical to province sessions. Institutions in Ottawa may participate in that session but it is mainly for associations.
Peter Halpin/AAU: Is there more clarity around the negotiations? Once CMEC approves an institution or association in use of the brand, then there is approval by the federal government – please explain.
Jean-Philippe Tachdjian/DFAIT: There are various steps. An institution looks at the eligibility list on the CMEC site. If they are on the list they will get invited to a meeting. Those on the list can fill out an online application form and send it to the brand manager at CMEC. The Brand manager checks their eligibility status on the list, and if it is full or partially eligible. Then the brand manager contacts that province’s person for the brand to ask if they authorise this institution to use the brand, and the province says yes or no.
The steps will be the same with the federal government, we’ll receive a request from the CMEC brand manager. We won’t refuse any unless there is a concern about negative practices that could damage Canada’s reputation abroad. A provincial government may or may not object, for their own reasons. There could be two possible reasons. One, they could exclude an entire class of institutions i.e. the k-12 example only. Or two, because they have particular information about a particular institution. If an institution is rejected, there will be a response saying why. Institutions can then contact the province to discuss it. In most cases for eligible institutions, it will go pretty quickly and then the agreement to go forward will be in place. We believe that 98% will be approved with no problems.
Peter Halpin/AAU: In the presentation, there was an emphasis on printed materials, but no mention of a web portal for the brand.
Jean-Philippe Tachdjian/DFAIT: We have a site, www.educationau-incanada.ca, which we hope will be relaunched in fall, with a revamped style that completely integrates the Brand.
Peter Halpin/AAU: Where is the emphasis, on printed or web materials?
Jean-Philippe Tachdjian/DFAIT: We have printed materials but know that 80% of international students get information from the web. We are working on improving our website. This presentation was on visual ideas, but we know that the web is important.
Pari Johnston/AUCC: This has been very helpful. To follow up, how is eligibility assessed by provinces? Re rejections, will there be an additional layer of requirements to be authorised? What will be the responsibilities of users, etc?
Jean-Philippe Tachdjian/DFAIT: There will be conditions – a particular province can say that they insist that institutions in that province follow certain rules re ethical conduct. Some conditions are general and will be in the brand licensing, like adherence to the Brand promise, and commitment from institutions that this is what they will uphold. Provincial governments can also put in an annex of enhanced conditions for institutions in that province.
Pari Johnston/AUCC: So not just rejection, also conditionality.
John Manning/ON: It will be take it or leave it. Ontario is considering a series of conditions on top of the agreement. If an institution wants the brand, they have to deliver on the promise or authorisation will be withdrawn. Policy work is underway.
Pari Johnston/AUCC: Realistically, it will be no earlier than early 2010 before access to the brand is in institutions’ hands.
Jean-Philippe Tachdjian/DFAIT: No, in terms of timing, it should happen once we get into the early fall training, once the eligibility list is set up, and provinces do policy work, but in early fall there will be the training – Ontario’s conditions will be outlined in the Toronto session, BC’s in Vancouver. Dates are a moving target but steps are clear. The training will end in October, then before the end of 2009 applications will come in, be processed and agreements will be signed. Not everyone will be processed or apply at the same time, so some will be done in 2010 which is why we aim to have most done by 2010.
Pari Johnston/AUCC: What are the service standards by the brand approval people? Will institutions know within a week of applying?
Darcy Rollins/MB: We are discussing it, it’s important to know that all policies and lists will be in place. The process will be set up. Replies could be within a week to approve but in the initial phase we may have hundreds of requests. We will work to be as timely as possible. Normally, if there are no problems with the application, a week would be reasonable. If there are problems, it may take longer. Most will have it by the end of 2009, which is our commitment.
Garry Dyck/MCIE: So each province will monitor if the promise is kept by institutions?
Darcy Rollins/MB: There will be a standard sublicense with CMEC with “take it or leave it” requirements, very straightforward. For most jurisdictions, that will be it. Some jurisdictions may have additional criteria. CMEC will administer it but not say yes or no, just pass the message from the province. Manitoba will not have additional criteria, for now but maybe later.
Garry Dyck/MCIE: What is meant by clear study path to students?
Darcy Rollins/MB: Institutions must provide a clear path to students so that they know what they need to study in order to get a particular qualification.
Tom Tunney/WUSC: What are the implications of provincial criteria on associations?
Jean-Philippe Tachdjian/DFAIT: The conditions added by provinces will not have an affect on national associations. All institutions on the membership list of an association must be on the eligibility list but don’t necessarily need to be approved. All it takes is one not on the list and there could be a problem.
Darcy Rollins/MB: There has been a tremendous amount of activity in terms of policy discussions at the provincial and federal levels but this informs other discussions. They have been very exciting, productive discussions. We are working to choose the best practices from each area. The Brand has been a catalyst for other initiatives.
11:30-12:00
Update on Signature Events
Stéphanie Mercure, Edu-Canada and John Manning, Ontario MTCU
John Manning: First, I want to take a moment to recognise the core group who worked so hard to bring 10 provinces, 3 territories and multiple federal players together to make this happen. This could have died without them, so I would like to recognise Chris Greenshields, Jean-Philippe Tachdjian, Stephanie Mercure, Genevieve Gougeon and Sheila Molloy. (applause)
Jean-Philippe Tachdjian/DFAIT: I would add the name of John Manning to the list.
At first it was thought that having full collaboration for signature events was mission impossible. At NAFSA 2007 in Minneapolis, the Canadian section consisted of four pavilions – Alberta, Ontario, Quebec, and one for the rest of Canada. Then a colleague from Australia made a comment that stuck with me – he asked why we insisted on airing our constitutional dirty laundry at multinational events for the whole world to see. This made me realise how it must look to others.
I want to look at where have we been and where are we going. In a short time, government standards have been transformational and inspirational. This has been a demonstration of the importance of cooperation and cohesion of government.
What are signature events? This is for industry and provinces to meet other country representatives. We target messages to those audiences. List of events includes NAFSA, EAIE, APAIE and OUI, NACAC. There is an indirect recruitment aspect, but it is mainly for profile building in constituencies which are influential in decision making.
I want to show a photo of Canada’s booth at EAIE in 2005. It was a blank booth with a poster of the Canadian flag. That was the Canadian pavilion. There was little coordination despite great enthusiasm.
At the 2006 NAFSA, there was a visual concept put together by a fed/prov group. This booth was voted most noteworthy at the event. At that and later events, three provinces did their own pavilions near the Canada pavilion. We had an unequal and disjointed presence - hence the ‘dirty laundry’ comment. The low point was at APAIE 2008 – the exhibition space was bad but we didn’t help ourselves, with different and contrasting images. Since then we have come a long way.
Stéphanie Mercure: Thank you for the history. Now we want to give an overview of where we are at and what has been done since APAIE 2008. The provinces came together to agree on a common brand for Canada. Parallel to producing collaterals for the brand, the Signature Event Working Group developed needs and objectives as well as a concept and layout. We established criteria based on discussions. This was the basis for development of the Canada pavilion.
We had some difficult discussions, and a few times came close to failure but we were determined to have a space to feature institutions. But now it is an unequalled success. We developed a collaborative spirit, with give and take, despite individual objectives and existing materials.
Now we are working on the NAFSA pavilion of 2200 sq ft, with almost all provinces included (and with Quebec nearby). More than 60 institutions will be in our pavilion, and the Canada reception is hosted by institutions and associations with government collaboration on May 27. We are inviting institutions to a brand presentation to promote the upcoming rollout and take advantage of the presence of many institutions.
Visually the pavilion is branded, and is quite different than before, using the palette of the brand while keeping close to what has been done using brand so far. We’ve come a long way since 2006 and have surpassed competitors in use of space. We may again receive mention as the Most Noteworthy booth, as in 2006. It will now be clear to visitors that it is the Canada booth and how to find a partner there.
Questions and Answers
Pari Johnston/AUCC: Well done. I went to NAFSA before 2006, and we always had the same small approach. I commend the collaborative effort to get to this stage.
Mike Rosson/EduNova: Is there list of those invited to the Canada reception at the Westin?
Jean-Philippe Tachdjian/DFAIT: No list has been prepared before.
Mike Rosson/EduNova: Institutions are inquiring if they should invite a certain partner or if it was already done.
Jean-Philippe Tachdjian/DFAIT: In previous years, the Canada SIG did a list to avoid duplication. You should check with Karen Strang.
Monique Généreux/DFAIT: Each institution is supposed to contact Karen. The deadline date is tomorrow, and tickets are selling well.
Darcy Rollins/MB: I want to underscore that this is progress, and is exciting. There has been lots of compromise, and they are not permanent gains, but we keep striving to cooperate. Please get the message out about our cooperation. We look forward to working together on other topics in future, and expand to other areas. Thanks to the many hard workers.
Chris Greenshields/DFAIT: That concludes the Federal/Provincial consultations. The National Education Marketing Roundtable will be held here this afternoon after lunch.
12:00 -13:00
Light lunch served in the Skelton Lobby
Chair: Chris Greenshields, Director
International Education and Youth Division, DFAIT
Vice-Chair: Jean-Philippe Tachdjian, Deputy Director
Edu-Canada, International Promotion of Education in Canada, DFAIT
13:00-13:05
Welcoming remarks
Chris Greenshields welcomed everyone back.
13:05-13:50
Presentation on the Manitoba Council for International Education (MCIE)
Garry Dyck, President, MCIE
Garry Dyck: MCIE is a unique organisation, with an interest in interacting with organisations like BCCIE and EduNova. We are at a point of major transition; we see the place we want to go but are still getting our members to understand the goal.
In 2000 we were founded as a volunteer group, and discussed recruitment issues. The industry in Manitoba was tired of the MTV (Montreal/Toronto/Vancouver) focus, and wanted to figure out how to show that Manitoba is different, rather than showing mountains. The Brand has gone beyond that to a new level. In the initial stages the MCIE members were recruiters. We had a modest mandate, voluntary sharing of information. Now there are 27 institutional members with 1.2M people, over half in Winnipeg.
Members include public school representatives, and one rep from an independent school. Manitoba is not as competitive in terms of language schools, not like Vancouver. ESL schools in Vancouver are like Starbucks in Seattle in terms of numbers. Government reps are non voting associate members.
MCIE was founded for information sharing. Coopetition - competition and cooperation.
This is both a blessing and a curse. There is an interest to cooperate with Pembina Trails School division. There are not many universities, so our membership is not like EduNova. We have different issues.
We have professional development sessions, share information on homestays, risk management, and recruitment issues.
Marketing department is run by volunteers. The Provincial government is there too. We have joint activities like Fam tours – we cooperated with CECN in Thailand. Some members are also in CECN and others not. CECN is flexible so it worked with all MCIE members.
We approach the government together about concerns and present a unified voice. We have an international education strategy as of the beginning of this year, and provided input to government on internationalising curricula, for government and NGOs, recruitment, etc. Our group wanted to limit it to recruitment at first and are now discussing changing the focus. Members pay a $150-$600 per year fee, which we are thinking of raising. We recently hired an assistant and are determining how to be more effective.
We promote within Manitoba, including advocacy and letters to ministers of Advanced Education and Literacy, Economic Development and Trade, etc. and are giving input into the development of a strategy.
We also work with groups outside Manitoba, cooperating with BCCIE and EduNova, but have created something unique to Manitoba for our needs. Monica Wood returned to Manitoba from Nova Scotia and is sharing information.
We are working on a strategy, broadening our scope over the last year and having more discussion on this. Meetings focus more on recruitment but we are starting to talk about other issues.
We’re a young organisation, moving ahead, and the province’s strategy will push us along. There has been increased activity in the last year, and we are looking to the future.
Comparing the provincial organisations, EduNova has 8 employees. MCIE now has some provincial funding too and also does missions like to Thailand. For the future, we are not sure if we will go to a new area that has been unexplored or to pursue a market further.
Perhaps we should do a study comparing provincial organisations to help determine where we want to go as an organisation and how to do it, plus talk to government on how we fit in their strategy.
Website is www.mcie.ca.
Questions and Answers
Peter Halpin/AAU: It’s early days, but have you developed any metric for your website to track international students that you’re attracting vs. those your members are attracting?
Garry Dyck/MCIE: No, our web portal is not meant for attracting students, so that would be impossible.
Chris Greenshields/DFAIT: In my visits to Brazil, I often cited Alex Anton, CBIE Student of the Year, who studied food production in Manitoba, has he launched it there?
Garry Dyck/MCIE: I don’t know.
Chris Greenshields/DFAIT: This is a challenge for us, what role can we foresee for you to follow up with past students returned home: we plan to do an alumni network.
Garry Dyck/MCIE: Our focus now is for individual institutions to do that. This would be valuable for us, if a student comes for grade 10 it is good to promote to them so that they stay longer.
Joanne Uyede/CECN: The CEC Thailand event was successful, and our director was thrilled. We are happy to do any province’s promotion for whomever you bring along. Members of CEC might get more return on their investment since they are already there but we are glad to do with all, and are moving to more focussed events.
13:50-14:10
The New Emerging Leaders in the Americas Program
Chris Greenshields
ELAP was launched by Prime Minister Harper during the Summit of Americas in Trinidad last month. ELAP will extend scholarship opportunities to schools in Latin America and the Caribbean in addition to Brazil, Mexico, Chile and the CARICOM programs. This is a major investment on the part of the Canadian Government of eighteen million dollars ($18,000,000) over four years, during which time, we are expected to support up to 1,600 scholars. This reflects growing engagement and supports America’s strategy.
During the Prime Minister’s visit to Chile in 2008, he spoke of Canada’s experience and potential of showcasing the Canadian model in the region. We will see this through the exposure of future leaders to Canadian models of good governance through their education. This, as well, will be linked to the development of institutional ties between PSE institutions in Canada and the region, with the focus on major partners in the Caribbean, Mexico, Central and South America. The awards are short term scholarships which are linked to institutional exchanges. The major change comes from traditional scholarships which used to fund Master and PHD awards for two to four years. These new scholarships are available for technical, vocational and PSE for only one semester. What we are finding is that a $7,500 grant for one semester is not enough. Typically a study could be for one semester but should include flexibility, especially in CARICOM, which could be renewed to two semesters, where both institutions agree. There should also be credit recognition. For graduate students there is also the need to develop approaches to best respond to needs on both sides.
For graduate students, usually with six months and $10,000, exciting things happen with the research collaboration that these often entail. This is not only limited to the individual student but can lead to the export sales of laboratory equipment, other research materials and continued student research where they can often get grants from local institutions.
Once ELAP has a full five million dollars per year funding we will have about 400 awards from the current 200 that go to CARICOM and Chile for graduate student and post-doctorate awards. ELAP plans to include other activities beyond the specific research. The first is a study tour for graduate students designed to promote leadership and to expose participants to Canadian governance models. They learn how to manage research activities. The second are the Collaborative missions with academic leaders from the regions. The purpose is also to invite partnerships into these regions. In the recent past with CBIE, they brought leaders to Canadian conference, which lead to partnerships and student exchanges; longer term credit transfer; credit degrees (dual degrees) and also a greater demand for scholarship awards. As of April 27 the ELAP awards were already launched. This was driven by the Canadian institutions themselves as they:
- Apply for the grants on behalf of their partner institutions in the region; or
- Come up with a proposal, for either undergrad or vocational training
With CARICOM scholarships, which were announced in 2007, there are awards for undergraduate; technical as well as graduate students. So far there are 100 provided each year. They haven’t had the maximum take-up yet but continue to encourage Canadian institutions to engage in these partnerships, which has declined in recent years. The America’s strategy is to:
- Engage Canadian institutions;
- Increase the flexibility;
- Pilot schemes in the vocational area;
- Introduce additional pilot programs in conjunction with ACCC;
- Encourage inter-regional mobility within the Caribbean region as well as with distance learning.
In giving some thought on how to do this, CIDA has been making major investments in the capacity of distance learning through UWI; throughout the islands and in context of the broader objective of Canada to promote cooperation and student mobility within the region and then to Canada. CIDA is involved on the capital side. We will be providing Caribbean students to programs offered by Canadian post-secondary institutions to see if distance learning can be transferred to the region and adapted to regional needs. In an area the size of the Caribbean and other areas with a relative population, it is not possible for the Caribbean to provide all kinds of programming and curriculum.
Students are already working so we can see that distance learning is an area where Canada excels. We don’t have a lot of experience but it is a learning process. Why do we take this approach? We take it in order to strengthen the institution building within the region, as well as through inter-American organizations for higher education. We are also interested in seeing transferability for credits and so forth.
Students are struggling with “brain drain” vs. “brain gain”. We are not interested in “brain gain” while promoting brain circulation. The approach of ELAP is that we want to move beyond specific disciplines to offer students the opportunity of developing their leadership skills and to expose them to the Canadian models.
It is worth having a look at websites to easily click-on in order to see all of the awards that are available to international students:
- CIDA awards;
- Vanier Scholarships;
- NSERC;
- SSHRC;
- CIHR; and
- IDRC
We are doing this with CBIE as part of our effort to work more closely with Canadian institutions, stakeholders and to connect Canadian institutions to these programs.
Questions and Answers
Claude Martel/CeLea: It is commendable effort. Could you to provide support for online learning? We could be at a better place but in 6 months there will be greater demand for these scholarships.
Chris Greenshields/DFAIT: This is another form of Canadian education and excellence.
Mike Rosson/Edu-Nova: Yesterday I had lunch with Jamaican High Commissioner. She asked that we ask about the timing issue and mentioned that the students had complained as they didn’t have enough time to get involved. Also at the operational level she mentioned that there are reciprocity issues that could make the program work more efficiently. For instance, could two Canadians go for one Jamaican?
Chris Greenshields/DFAIT: No, we are not tying ourselves to this sort of thing but to the existence of a partnership. We are throwing the ball to the institutions to work out their respective arrangements. Caribbean students have paid tuition at their home institution and Canadian universities need reciprocal flows. We intend to leave it to the institutions, trying to have flexibility, but everything will be affected by the two partner institutions involved.
Rudy Sabas/ACCC: We are thankful for the fact that you are giving colleges the opportunity for scholarships as well as supplements on what we are designing now. We are trying to design Education for Employment.
Chris Greenshields/DFAIT: It is important to note that there are so many endeavours under way through CIDA; IDRC at the provincial level. We are trying to:
- Provide a window for mobility for these institutions because they are not able finance their students coming to Canada; and
- Leverage our efforts with technical assistance or research collaboration activities. We have signed an S&T agreement with Brazil, which covers research but we’re not trying to support these other activities. So when students come to Canada, other things follow. When they come for 6 months they have access to the labs and are encouraged to pursue their PHD, etc. It’s more of a pathway program.
14:10-14:40
Report on the Vanier Graduate Scholarship Program
Gordana Krcevinac, Director, Fellowships and Institutional Grants Programs, SSHRC
Gordana Krcevinac - Thank you for having us come to NEMR. I am the Director of the Vanier Graduate Scholarship Program, one of three federal grant programs with the Canadian government and I am accompanied by Ursula Gobel who is the mastermind behind the branding. I apologize for the fact that you don’t have a paper version of the presentation, however in previous slides you have already been informed of the characteristics of the program. At the last meeting you received many of the details so I will simply remind you of some of the important features of the scholarship program. In our mandate we wanted to establish a scholarship that would be recognized internationally. It’s the first time that something is offered to attract students internationally. The scholarship is $50,000 per year.
The university first decides which students they will recommend for a scholarship. The second step is to set up a committee. There are 55 scholarships available per agency and continually there are 500 scholarships at a given time. When we speak of the second stage, there are 211 nominations in 3 years. Canadians are favoured by 75% (most come from the USA; China, many European countries; and South Africa - 82% from North & Central America). The results are that we have the same through the three agencies. We are in the process of preparing the second competition, which we want to be in harmony with the previous competition.
Ursula Gobel: I haven’t prepared a presentation. Basically the program was launched within 8 weeks, from conception to the announcement by the Minister. We worked in close collaboration with Jean-Philippe Tachdjian and Chris Greenshields and will ensure that this collaboration continues. We are pleased with the number of international students that we already have and are sure that the numbers will increase the next round. Our approach is integrated, as we rely on social media in addition to ads placed in publications that showcase Canada as a study destination. We want to make the Canada brand prominent but also to ensure that the Vanier brand is prominent. The Vanier brand is very prestigious. It can be compared to the Rhodes and Fulbright scholarships. Soon we will be announcing an advertising program, identifying key publications and online we plan to target programs and online media that will showcase Canada as a study destination. We plan to support other partners and institutions; utilizing their ability to attract international students. We want to collaborate with them, piggybacking on the current work of the institutions and ensuring the continuity of our relationship as well. We were pleased with the interest in our launch and were delighted at the number of scholars that attended, many having received the invitation at the same time as they received their acknowledgement of their scholarship. We had close to 60 in attendance. The talent was top-notch and they are willing to help showcase Canada. They act as ambassadors and are the assets that we can count on in international markets. We have generated tremendous coverage nationally and want to do the same internationally. We will be hosting a conference in Vancouver in 2012. We have a new program and a new story!
Jean-Philippe Tachdjian: It’s a wonderful program and we are working closely with others to advertise it internationally. We are trying to develop an ad concept for scholarships and want to put emphasis on the Vanier Graduate Scholarship Program. At FICCI, last November we put a lot of emphasis on Vanier there. At NAFSA there will be a special part of the Pavilion for scholarships and Vanier will be featured there.
Chris Greenshields: The Vanier Scholarship is the jewel in the crown for Canadian scholarships. Last week, the Science and Tech Report gave Canada a so-so ranking but did mention the Vanier awards. It gives impetus and further thrust to our own international promotion efforts to have such a prestige award. Other countries are riding on their Fulbright awards and now Vanier gives us a step-up to ride on as well. If we continue our marketing efforts we should see those numbers increase. This is in harmony with our desire to see this profile increase. Are there any comments or questions?
Questions and Answers
Yves Beaudoin/CICIC: Please explain the ties between the three agencies and Genome Canada? Can they have scholarships?
Jean-Philippe Tachdjian/DFAIT: Genome Canada is for researchers and not for students, it’s for the infrastructure.
Jean-Philippe Tachdjian/DFAIT: We work with Immigration Canada, so that students can immigrate quickly. We are trying to make it easier for them to enter the country so the ties have been made and we are working well together.
Garry Dyck/MCIE: I’m impressed with the eight week turn-around. Normally universities work slowly. What about buy-in from the regions and across the country?
Ursula Gobel/SSHRC: There is a quota for each institution. Only those with a graduate program are eligible. In parallel tracks, there is work to be done. There are a number of institutions that are quicker than others. Maybe the scholarship office is quicker. Perhaps in the second round they will be better prepared to act.
Garry Dyck/MCIE: If it’s merit based, things might not be distributed evenly.
Ursula Gobel/SSHRC: The system of quotas ensures that that doesn’t happen as it is based on how all universities do in our graduate programs.
Robert Cuthbert/WUSC: It starts with 120 total for each agency, which is divided up between the institutions and then submitted to the committee. So if you have 120 out there and you submitted 115, was that the number you received?
Ursula Gobel/SSHRC: There were 118 received; 3 were in-eligible. Actually this number should be much higher so we should increased the number of scholarships to increase for the next round.
Dan Rizzoli/AB: Some of the institutions contacted the provinces to see if the provinces would fund those who they themselves couldn’t support. Is there another phase of Vanier in the future?
Ursula Gobel/SSHRC: Yes.
Dan Rizzoli/AB: There will have to be some branding done. Each of the provinces would love to get their branding out there as well to support SNT and Research.
Chris Greenshields/DFAIT: It would help internationally.
Dan Rizzoli/AB: Yes, most organizations are opening up opportunities for our students so we are looking for programs that would reciprocate that.
Chris Greenshields/DFAIT: 2010.
Ursula Gobel/SSHRC: There will be the same number of awards – 165.
Tom Tunney/WUSC: With respect to international students how many are already in Masters programs in Canada and how many came from outside?
Jean-Philippe Tachdjian/DFAIT: Anecdotally, perhaps most were already here. This is going to change as many deans and assistant deans are using this to promote studying in Canada. We will see many more coming from abroad in the future.
Ursula Gobel/SSHRC: In the follow-up, students were asked if this influenced whether they decided to stay or not and many said that it was because of the program.
Rudy Sabas/ACCC: Many international financial institutions are supporting Science & Tech. Do you think this would happen here?
Chris Greenshields/DFAIT: In some OAS programs (Mexico, Brazil, Chile) – students come to do the Masters level and then could apply for Vanier and could apply for other awards like IADB or others that the World Bank has.
14:40-15:00
Health Break
15:00-15:30
Education Promotion Activity in India
Jean-Philippe Tachdjian
Jean-Philippe Tachdjian did not have a powerpoint presentation, rather he wanted to have an open conversation with the members of the roundtable in order to explain the direction that DFAIT was taking in India with regard to the education sector, as well as to address any questions or concerns.
Generally, Jean-Philippe Tachdjian explained, the missions take the lead in education promotion overseas, however, given the importance of the Indian market to institutions, DFAIT, and other government departments Edu-Canada is working extremely closely with the High Commission in Delhi, and are very much involved in their strategic approach.
The Focus India working group was then discussed. It was emphasized that not only is India seen as important to Canada, but also that Canada is seen as important to India, which has been demonstrated through various high-level visits including that of the Indian Vice Chancellors in November 2007.
A discussion followed as to why, despite having many Canadian assets (Shastri and Canadian Education Centers in India (Delhi and Bangalore)) and commonalities (Commonwealth, similar legal traditions, etc.) and recognition of the fact that India has a greater demand for quality education than it can satisfy, this has not translated into many Indian students choosing to study in Canada. In this regards, three main hurdles were identified: 1) A lack of marketing; 2) Problems and perceptions relating to the issuing of study permits – a 40% acceptance rate has become part of the Canadian Brand (efforts in this regard are being made through the new pilot initiative of CIC and ACCC); 3) Canada is still a largely unknown entity when compared to Australia and the United States.
How are we going to level these assets into advantages that Canadian institutions can maximize, and what role should the federal government play in this? How are we going to accomplish our goal of tripling the number of Indian students enrolled at Canadian institutions in the next 5 to 7 years?
Questions and Answers
Dan Rizzoli/AB: What are the reasons behind 40% visa acceptance rate?
Joanne Uyede/CECN: Visa counselling offered through the CECN, who have been trained by CIC, exists and has high approval rates which can be leveraged; more institutions can send their applicants to CECN.
- Indian tax returns vs reality; students need to demonstrate proof of income, which is not always evident in their parents’ income statements.
- Agents: haven’t had training – CECN is now beginning this in India and sees the possibility of expansion
Jean-Philippe Tachdjian/DFAIT: Basically, we have been attracting the wrong type of applicant
Suzanne Bouchard/CREPUQ: The number of applicants is not the problem, it is the number of students who register for studies in Canada that is too low and one of the main concerns of potential students in this regard is “Will I find a job?” – Language also a concern in Montreal.
Jean-Philippe Tachdjian/DFAIT: Residency and study are intrinsically linked
Robert Cuthbert/WUSC: Do we know the impact of the economic downturn on registration at Canadian institutions?
Jean-Philippe Tachdjian/DFAIT: We have seen a large decline in number of GREs being written as perception of the US economy is that potential students don’t foresee being able to get a job after graduation; ability to work is a huge factor and should therefore be a significant part of our marketing program; more joint marketing between Education and CIC residency.
Claude Martel/CeLea: India is now seen as the land of plenty – many students study abroad but return to India to work as there are many jobs and many specialised niches (ex. Aviation managers) and it is these types of niches where the Australians are now focused their recruitment efforts. Also, the education infrastructure in India has improved substantially and students more wiling to stay.
Joanne Uyede/CECN: In terms of the role of the federal government, there currently exists a great deal of fragmentation, in that there are many different delegations who go to India and not a lot of follow-up; therefore, perhaps an ideal role would be on of coordination - coordinated missions: recruitment and linkages all at same time, and bringing many institutions at same time would be ideal.
Jean-Philippe Tachdjian/DFAIT: And not just going to the main cities (Delhi, Mumbai, etc.) but to second-tier cities as well.
Tom Tunney/WUSC: We should also be looking at various levels within the market, especially at the graduate level.
Garry Dyck/MCIE: Are there any proposals as to the geographical areas of focus in India?
Jean-Philippe Tachdjian/DFAIT: No and yes; different provinces have links with particular areas, but it isn’t really to the federal government to choose an exclusive target area, rather to have information available on several areas so that institutions and provinces can decide on their own area of focus.
Rudy Sabas/ACCC: ACCC in India – CIC/ACCC to facilitate the processing of incoming college applicants and provide information. The goal is to drastically increase the number of students accepted to colleges.
15:30-16:00
Leveraging the Canada pavilion at EXPO 2010 in Shanghai (China)
Robert Myers, Director of Operations, International Expositions Program, PCH
Robert Myers explained that given the success of Canada House at the Beijing Olympics, the World Fair in Shanghai now offers similar possibilities for world exposure. Myers and his colleagues from Canadian Heritage indicated that based upon past successes, such as World Fair ’67 and ’86, China was seeking to make World Fair 2010 the largest World Fair ever, incorporating over 200 countries and 30 organizations. The theme of the fair will be Urban Life and it will be hosted in the heart of Shanghai.
Canada will be participating, under the theme: The Living City, with Montreal as our best practice city. The Canadian pavilion will be huge, more than 6000 square meters and built in collaboration with Cirque de Soleil. It is anticipated that more than 5 million people will visit over 184 days (or 30,000/day). There will also be VIP areas in the pavilion used to promote business and trade. It is here that there are the greatest opportunities for the education sector. Also, a lot of the logistics would be included for free, although there will inevitably be costs for certain services (ex. simultaneous interpretation, meals (although discounted), transport, accommodation, etc).
Questions and Answers
Jean-Philippe Tachdjian/DFAIT: This is not for recruitment but rather for collaboration. Shanghai is important for institutional linkages.
- Montreal would like to organize a mission of all the institutions in Montreal, to be led by the Mayor, and other sectors and geographical areas are invited to do something similar.
- Also, given that the Imagine brand was introduced in China and that CBIE will have a large Chinese presence, a return with a large delegation at the World Fair would make sense.
Mike Rosson/EduNova: Is there going to be provincial /area-wide promotion within the pavilion?
Jean-Philippe Tachdjian/DFAIT: Yes, so it is a great opportunity to tie into this rather than just having a Nova Scotia mission to China, so that you can profit from all areas demonstrated in the pavilion, plus all of the support/logistics that will already be available at this site.
Mike Rosson/EduNova: What are the dates?
Jean-Philippe Tachdjian/DFAIT: May 1st to October 31s t, 2010, so start planning and make reservations early
Robert Myers/PCH: The first week, last week, and week before Canada day are not the best times. Instead there will be a sectoral approach – bring all areas interested in Education at the same time (more bang for buck); Also, many other countries will be there as well, so it is an opportunity to compare products directly, and also to create linkages with countries other than China.
Jean-Philippe Tachdjian/DFAIT: Do you foresee interest from your institutions (like for FICCI)? Could there be a large delegation?
Suzanne Bouchard / CREPUQ: We will have to ask the institutions.
Mike Rosson/EduNova: There will likely be interest from a recruitment perspective, especially if we are already in the area.
Garry Dyck/MCIE: There might be interest, if there is enough advanced planning and other trips can piggy-back upon this.
Joanne Uyede/CECN: We will put out a call to Board and Members to check interest
Rudy Sabas/ACCC: We will bring it up with the group next month.
16:00-16:30
Roundtable of participants
Tom Tunney/WUSC: This meeting has provided good clarification, especially with respect to the Brand and linkages and scholarships.
Garry Dyck/MCIE: The meeting provided and excellent opportunity for frank discussion and an opportunity for clarification.
Rudy Sabas/ACCC: Many thanks for hosting this meeting. For the ACCC, the Canada-China forum and APAIE helped to re-establish institutional linkages and exchange; also, 6 CEOs will be coming this year; many thanks as well to the trade commissioners in Cambodia and Vietnam, as we were able to sign contracts with businesses and institutions in those countries.
Suzanne Bouchard/CREPUQ: CREPUQ institutions are looking forward to participating in the fairs in Tunisia and Morroco. Also, our website is now operational.
Garry Dyck/MCIE: NB is actively in participating in the education market: from Berlin to Dakar to San Francisco; Canadian initiatives on Innovation and technology; the IFTDO world conference in Toronto in October; and the June 1st reception at the Canadian Embassy in DC.
Deborah Burns/CETAC: CETAC has been undergoing a 14 months renewal and review of its practices, involving many consultations with provinces, territories, institutions, etc. Also, the new website (see brochure) is now up and running; CETAC is also accepting applications for new accreditation – post-secondary.
Anne Burns/NACC: The current focus is on quality assurance; standardize curricula; 3rd party exams; instructor program. As well, there is a transcript storage deal being brokered, not to mention the conference being held in Halifax may 31st to June 2nd.
Jean-Pierre Gaboury/CAGS: We are very pleased with the existence of the brand and its continued use internationally.
Joanne Lacombe/Languages Canada: We are continuing with our international marketing plan for the language sector, and are very pleased to welcome 12 new members, for a total of 145 members; Few have also established some funding for Italian market expansion.
Shona Perry-Maidment/CIS-CHEC: we will be participating in tours to select countries in Latin America, the Middle East, and India (India; Feb 12th -22 Middle east; March 6th -20 Latin America).
Denis Guertin/CBIE: There is the CBIE conference in November, as well as the Canada-China Forum; the Education partnership forum model is working well (CBIE experience in China as example). In the Americas: Conference of the Americas in Western Canada.
Joanne Uyede/CECN: The CECN is on the cusp of new era; we will continue our role in generic promotion but also increase our focus on more targeted events; we have noted that some members have financial constraints and their priority, therefore, is more bang for their buck. We have also stepped up our training of agents and visa counselors across all of our offices.
16:30
Closing remarks
