STUDYING IN CANADA

Edu-Canada Update
CBIE Annual Conference November 6, 2012

Stphanie Mercure & Genevive Gougeon

Edu-Canada Department of Foreign Affairs and International Trade, Canada

Overview: An Update from Edu-Canada

2007-2012: The Edu-Canada Pilot
Delivering an education brand Canadas Opportunity Partners and Stakeholders Trends and statistics Tools and services Priority markets and events

2012 Edu-Canada Pilot concludes as new strategy emerges

An Advisory Panel for Canadas International Education Strategy Consultative engagement Delivering recommendations for an International Education Strategy

International Students: An Opportunity

International students contribute (2010) : $8 billion annually to Canadas economy $455 million in direct government revenues Employment for 86,000 Canadians A desirable source of potential immigrants without the challenges of foreign credentials and language Half of the students plan to apply for permanent residency after graduation Exposed to Canadian values & become valuable future partners in trade, political relations & global leadership Important drivers in international research collaboration

International Education as an Export

Comparing International Education Services with Selected Goods and Services Exports to All Countries, 2010
Export Sector Travel Transportation Lumber International Education Management services Wheat Computer and IT services Architecture & engineering Insurance Research and development 2010 $ Billions $17 $13 $9 $8 $6 $6

$5
$5 $5 $4

Canadas Key Source Countries

2011 CIC finds 239,000 international students currently studying in Canada, a 40% increase since 2006.
2006
Japan 5% U.S. 7% India France 4% 5% All other countries 39% U.S. 5%

2011
France 5% All other countries 39%

Saudie Arabia 6%

India 8% Korea 11%

Korea 17%

China 23%

China 26%

International Education and Youth at DFAIT

Mandate encompasses: Scholarships International Education Policy and Planning International Experience Canada Edu-Canada

International Scholarships Program

DFAIT Awards Short-Term
Emerging Leaders in the Americas Program (ELAP)
400 exchanges annually (Latin America and the Caribbean) Student and faculty exchanges

Other Government of Canada Awards

Organization of the American States (OAS) Bourses de la Francophonie Vanier Canada Graduate Scholarships

Canada-CARICOM Leadership Scholarships Program Canada-Chile Leadership Exchange Scholarship

Short-term student exchanges

Student and faculty exchanges

Canada Haiti Initiative

Long-Term
Canada-China Scholars Exchange Program
Reciprocal 4 to 12 month exchanges Various awards for Canadian and US students and academics

Banting Post Doctoral Fellowships

Fulbright Canada Programs

www.scholarships.gc.ca www.bourses.gc.ca

Special initiatives
Canada-Haiti Academic Projects
Joint projects between postsecondary institutions Joint research projects between postsecondary institutions

Canada-Brazil Awards: Joint Research Projects

International Experience Canada (IEC)

The opportunity for Canadian youth between the ages of 18 and 35 to travel and work abroad for up to one year, made possible through reciprocal arrangements negotiated with foreign countries Many IEC participants enroll in short-term courses (ex. summer language programs) while travelling and working in Canada

www.international.gc.ca/experience

Edu-Canada
International Promotion of Education in Canada
Mandate: To promote Canada as an international study destination by marketing our education opportunities, building partnerships with foreign institutions, and positioning Canada so institutions may recruit international students and researchers in cooperation with our Embassies and Consulates abroad. To increase international collaboration through education partnerships for study, research and commercialization Funded initiatives In 2012-2013 over 170 education promotion events will be held across 70 countries $1million/ year from 2007-2012 enabled EduCanada to develop and implement the collaborative Imagine, Education au/in Canada brand in cooperation with Provinces and Territories as well as with the education sector.

Priority Markets
The following priority markets were identified in the recent Advisory Panel report on the new International Education Strategy:

Countries China Mature markets, such as Korea, the U.S., France, and the U.K. will India continue to be a strong focus. Mexico Brazil Vietnam Turkey Middle East and North Africa
The majority of financial resources will be allocated to priority markets, however all missions are eligible to apply for Edu-Canada funding.

Federal-Provincial and Territorial Partnership in Developing & Managing the Education Brand
Brand is the result of a partnership between the provinces, territories and DFAIT launched in 2008 All embassies using the Brand since 2008 Brand is now trade-marked in 90 countries.

200 Canadian educational institutions and NGOs are now authorized to use the Brand (and more joining every day).

The Branding Ladder

is recognized by our clients and by our market

is adopted internally
is ruled by norms

We are now here

is personalized
is positioned has some recognition no image
We were here in 2007

The Brand in Action

Promotional brochure in 9 different languages:
English, French, Spanish, Portuguese, Chinese, Japanese, Korean, Arabic, and Italian

The Brand in Action

New: Sectoral Brochures! Information Sciences and Communications Technologies Energy Sciences and Communications Technologies Environmental Sciences and Technologies Life Sciences and Biomedical Technologies

The Brand in Action

The Brand in Action

Poster promoting an event Banner

Exhibitions and Fairs

Exhibitions and Fairs

NAFSA Canada pavilion voted among top three exhibits

Institutions and Associations Using the Brand

Canadian Missions Abroad

More than 170 events in 70 countries in 2012-2013

Middle East & Africa

IECHE (Saudi Arabia) April 2012 Middle-East Education Initiative (Lebanon, Kuwait, UAE, Qatar, Jordan, Egypt, Tunisia, Morocco) Sept-Oct 2012 Africa Tour (Cameroon, Senegal, Cote dIvoire, Mali, Nigeria, Ghana, Tanzania, Kenya, Uganda, Zimbabwe) Jan-Feb 2013

Asia
China Vietnam Korea Japan India ASEAN Tour Pakistan Oct-Nov 2012 Oct 2012 Oct 2012 Oct 2012 Nov 2012 Feb 2013 Feb 2013

North America
World Bank College Fair April 2012 PCACAC/SACAC April 2012 Canadian University Fairs Oct 2012 Association of Independent Schools of Greater Washington College Fair -TBC Association of Independent Maryland Schools College Fair-TBC

Canadian Missions Abroad

More than 170 events in 70 countries in 2012-2013

Europe
Germany Aug 2012 France Oct 2012 Croatia Oct 2012 Czech Rep Oct-Nov 2012 Sweden Nov 2012 Italy Nov 2012 Germany Nov-Dec 2012 Norway Jan 2013 Czech Rep Jan 2013 Switzerland Jan 2013 Netherlands Feb 2013 Kazakhstan Feb 2013 Ukraine Feb 2013 Turkey Mar 2013 Latvia Mar 2013 Lithuania Mar 2013

Latin America and Caribbean

Caribbean Tour (St. Lucia, Trinidad and Tobago, Barbados, Jamaica, the Bahamas) Nov 2012 Latin Am Tour (Chile, Argentina, Peru, Ecuador) Sept 2012 Venezuela Apr, Oct 2012, Mar 2013 Brazil Sept 2012, Mar 2013 Chile Mar 2013 Ecuador Apr 2012, Mar 2013 Mexico Feb 2013 Colombia Apr 2012 Peru Apr 2012 Trinidad & Tobago Oct 2012

Institutional Linkages - Signature Events

Conference of the Americas on International Education (CAIE) Rio de Janeiro, Brazil, April 2012 Monterrey, Mexico, October 2013 Asia-Pacific Association for International Education (APAIE) Bangkok, Thailand, April 2012 Hong Kong, China, March 2013 National Association for College Admission Counsellors (NACAC) New Orleans, LA, October 2011 Denver, CO, October 2013 Consortium for North American Higher Education Collaboration (CONAHEC) Puebla, MX, October 2011 Edmonton, Alberta, May 2013 NAFSA: Association of International Educators Houston, TX, May 2012 St.Louis, MS, May 2013 European Association for International Education (EAIE) Dublin, Ireland, September 2012 Istanbul, Turkey, September 2013

Institutional Linkages - Events of Interest

October 2012 November 2012 February 2013 February 2013 March 2013 April 2013 May 2013 Australia International Education Conference (AIEC) CBIE Conference, Montreal Association of International Educators (AIEA) , New Orleans, LA American Association for the Advancement of Science (AAAS), Boston, MA Going Global, Dubai, UAE International Exhibition & Conference on Higher Education, Riyadh, Saudi Arabia QS Middle East and Africa Professional Leaders in Education (MAPLE ), Johannesburg, S.A.

Policy For Education Agents

Canada has no collective policy on education agents - no accreditation system - no endorsement of any particular agent Value recognized by providing current, accurate information on all education opportunities Clear guidelines for event participation We recognize that they are a key component in the mobility of international students, we provide the following tools: o Training o Service support and education fair participation if appointed by a Canadian institution o Networking with Canadian institutions

Participation at ICEF
ICEF Agent workshops attended this year Dubai, UAE, January 2012 Moscow, Russia, March 2012 Many missions Montreal, April 2012 abroad organise Sao Paolo, Brazil, September 2012 training sessions for Beijing, China, October 2012 local agents Berlin, Germany, October 2012 independent of ICEF or other such ICEF Agent workshops coming up organisations Miami, U.S., December 2012 Moscow, Russia, March 2013 Toronto, May 2013

New! Training For Education Consultants

The Canada Course for Education Agents was launched at ICEF Berlin More details at www.canadacourse.ca Equip education agents with comprehensive knowledge about: The benefits of study and research in Canada Canadas history, regions, climate, and people Canadas education systems, study options, and web resources for agents and students Costs and scholarships How to professionally promote Canada (including the latest information on Bill C-35) Living in Canada (including pre-departure tips)

EDU-CANADAPRO.CG.CA
Education is available in this list of sectors.

Users select a market of interest. Contact details of officers handling education promotion Education news from market or from newsfeeds Market intelligence reports

Listing of events

EDUCATIONAU-INCANADA.CA

Targeted at students, parents and counsellors Search for programs, schools, scholarships, budget estimates, work opportunities and immigration information Calendar of events, news feeds

Latest Reports & Research

Public opinion Research of the Imagine Education au/in Canada Brand in China, Brazil and India (October 2012) by Ipsos Reid Canada not a Top of Mind destination like UK, US and Australia/Brand resonates well but
needs improvements

International Education: A key Driver of Canadas Future Prosperity (Aug 2012) Advisory Panel Final Report/14 Recommendations to position Canada as the 21st Century
leader in international education

Economic impact of international education in Canada An update (May 2012) $8 billion per year/ Education largest export to China, second in Korea and Saudi Arabia Canadas Capacity for International Student Enrollment (November 2011) No notable capacity issues at a national level / notable lack of data on international
students and landed immigrants (students).

Full reports available at www.international.gc.ca/education under reports section

Public Opinion Research In China, Brazil And India

Qualitative research consisted of focus Groups and one-on-one interviews conducted during Summer 2012
Objective: - Allow DFAIT to assess how the "Imagine Education au/in Canada" brand resonates with post secondary level students, parents and agents in three key markets; - Understand the values, beliefs and factors that underpin the decisionmaking process to study abroad. The research provides valuable insights on the perception of Canada as a study destination and the resonance of some of the branded promotional materials. We have found some key areas for development.

Important Factors in Selecting a Host Country

Prominent factors
World-class institutions School rankings Subject area rankings Affordability and value for money Institutional, cultural or family ties with the host country Relative ease of immigration and visa policies

Secondary factors
Job / career prospects Quality of life Assistance for newcomers in the host country Concern over racial discrimination

Source: Ipsos Reid Imagine Education au/in Canada: Qualitative Research.

The Ideal Host Country Priorities According To Audience

Source: Ipsos Reid Imagine Education au/in Canada: Qualitative Research.

Canadas Perceived Strengths & Weaknesses

Source: Ipsos Reid Imagine Education au/in Canada: Qualitative Research.

Strengthened International Education Strategy

Budget 2011: $10M over two years for the creation of an Advisory Panel to develop and implement an International Education Strategy Advisory Panel vision: Canada to become a 21st century leader in International Education

Strengthened International Education Strategy

Double the number of international students in Canada by 2022 International Mobility Program for Canadian Students Focus on priority markets Increase marketing of Canadas brand A comprehensive e-communication system

Brand Canada through scholarships

Improve education visa processing

Questions? Edu-canada
Lee-Anne Hermann (Deputy Director) Isabelle Garneau(Administrative Assistant) Xuguang Huang(Asia) Nancy Hector(Europe, North Am, Caribbean) Belinda Percival (Africa/Middle East) Jaqueline Aguilar (Latin America) Stphanie Mercure (Signature Events & linkages) Georgina Galloway (Communications, Policy) Genevieve Gougeon(Brand Management) Evelia Manach (Coordinator) Lee-Anne.Hermann@international.gc.ca Isabelle.Garneau@international.gc.ca Xuguang.Huang@international.gc.ca Nancy.Hector@international.gc.ca Belinda.Percival@international.gc.ca Jaqueline.Aguilar@international.gc.ca

Stphanie.Mercure@international.gc.ca Georgina.Galloway@international.gc.ca Genevieve.Gougeon@international.gc.ca Evelia.Manach@international.gc.ca

edu-canada@international.gc.ca