promoting u.s. education overseas: government resources...•education/training is the 7th largest...
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Promoting U.S. Education
Overseas:
Government Resources
ICEF - Miami
December 7, 2015
• Education/training is the 7th largest U.S. services export,
bringing in over $30 billion in annual revenues
• International student enrollment – increased 10% to
record high of 974,926 students in U.S. in 2014/2015
• Large increases from: Brazil 78% & India 29%
• Top state destinations:
California, New York, Texas, Massachusetts, Illinois
• Top places of origin:
China + India + S. Korea = 50%+ of all international students
• Multiplier Benefits over Time: Each student generates
many trips to the U.S. (visits, returns, referrals)
Sources: Institute of International Education & U.S. Department of Commerce
Economic Impact
Promoting U.S. Higher Education
Make the most of government resources– U.S. Commercial Service
U.S. Department of Commerce
Export Assistance Centers
– U.S. Department of State
Bureau of Educational & Cultural Affairs
- State Offices of Trade, Education, and Tourism
Identify overseas partners– U.S. Commercial Service – International Offices
– EducationUSA Advising Centers
– State Trade/Tourism Offices Overseas
U.S. Commercial Service
Mission:•Promotion of exports of U.S. goods and services.
(Education is United States’ 7th largest services export)
•Protection of United States business interests abroad.
Primary Clients:•U.S. educational institutions, small & medium size companies
U.S. Commercial Service
Domestic Field Offices International Field Offices
Network:Int’l offices in over 75 countries
~1,200 trade professionals
Over 100 offices in the U.S.
~300 trade professionals
DC HQ- analysts/special projects
Services for U.S. Educational Institutions:
• Market Research
• Webinar Briefings
• Finding Overseas Contacts
• Education Missions & Fairs
• International Education Consortia
U.S. Commercial Service
Market Research
Education & Training Reports Key information on education trends, recruitment opportunities, and
institutional linkages
Examples of Market Research Reports
• Korea: Education Sector Analysis – March 2015
• Colombia: Market for U.S. Education – Sept 2014
• Russia: Education Sector Report – April 2014
• Kazakhstan: Market for U.S. Education – Sept 2014
• Brazil: Partnership Opps in NE Brazil– Nov 2014
• Mexico: Education & Training Services - Sept ’14
U.S. Commercial Service
Webinar Briefings (most joint with EducationUSA/Consular)
Examples
• Czech Rep, Poland, & Hungary Student Recruitmt – Dec ’15
• Ghana, S. Africa, & Cote d’Ivoire Recruiting – Oct 2015
• Brazil & Mexico Student Recruitment – March 2015
• Kazakhstan: International Student Recruitment – Jan 2015
• Central America: Int’l Student Recruitment – Nov 18, 2014
U.S. Commercial Service
Finding Overseas Contacts•Gold Key Matching Service
prescreened appointments in-country with
counselors, high schools, agents, other partners
• International Partner Search
customized list of potential partners, i.e.high
schools, universities, multi-nationals, & agents
• Virtual Education Fairs with Agents
promote your school to top student recruitment
agents in a target market
• Trade Leads
requests for U.S. partners/education providers
U.S. Commercial Service
U.S. Commercial Service
WEBEXCS
Indonesia
projector/screen
Part
ners
Distribute to Partners in Advance: School DVDs/Profiles/Other Materials
U.S. Clients - Community Colleges, English Programs, 4-year Colleges & Universities, Private High Schools
1st School
Presenter
(10 min.)
2nd School
Presenter
(10 min.)
4th School
Presenter
(10 min.)
3rd School
Presenter
(10 min.)
5th School
Presenter
(10 min.)
CS
Moderator
Virtual Education Fairs
•35+ virtual education fairs held
•Offered to individual schools or consortia
Agents Looking to Connect with
U.S. Education Institutions
• Contact the local U.S. Commercial Service Education
Specialist in the nearest U.S. Embassy or U.S. Consulate
in country of business.
• Contact information can be found on export.gov by
country. For example, export.gov/India or
export.gov/China .
Promotional/Marketing Events - Examples
• Education Missions
Panama, Honduras (Guatemala optional) – May 2016
South Africa, Ghana (Cote d’Ivoire optional) – March 2016
Spain, Portugal, England (France-optional)– Sept 2015
Central America – El Salvador, Honduras – March 2015
Philippines & Malaysia – October 2013
Poland & the Czech Republic; Brazil - 2012
India; Vietnam & Indonesia – 2011
• Individual Counseling– Meetings at NAFSA & in U.S. offices with visiting Int’l Education
Specialists
U.S. Commercial Service
Promotional/Marketing Events - Examples
• Fairs Organized Jointly by CS & DOSKazakhstan – Sept 2014, April 2014 & April 2015
Central Europe – Poland, Hungary, & Czech Rep., Spring ‘13,’14, ‘16
Kazakhstan – American Dream Education & Travel Expo - Oct ’13
• Fairs Assisted by Commercial Service (CS)EducationUSA Fairs – Germany – April 2015
Linden Boarding Schools – Kazakhstan – April 2015
IIE, ISN and Linden (Boarding Schools) Fairs worldwide
ICEF, AIRC
Thailand – OCSC Thai government fair – Oct/Nov- many years
U.S. Commercial Service
International Education Consortia
• Pooling resources for international marketing
• Raising the profile of the state as a study destination
and provider of quality education and training
• Increased access to government funds
Examples:
Study Illinois www.studyillinois.org
Study Iowa www.studyiowa.org
Study Missouri www.studymissouri.net
Study Oregon www.studyoregon.org
Study Washington www.studywashington.org
Study Wisconsin www.studywisconsin.org
U.S. Commercial Service
Study Illinois Activities
• Transfer Fairs – for int’l students at 2-year schools
• Campus Visits for Overseas Education Advisers
• NAFSA Luncheon or EdUSA Forum Receptionannually since 2004
• National NAFSA – Study Illinois booth – 2014, 2015
• Joint Advertising (complimentary)Student Recruitment Media, Hobsons, Study in the USA
• ICEF Booth – 2015 first year!
Note: For most consortia, at least half of the members do NOT use agents, so
it is difficult to plan collective activities focused on agents.
International Education Consortia
State Government Assistance
•State International Trade Offices– Most states have an office that promotes exports from that state and many have trade offices in selected countries
overseas.
•State Tourism Offices– If you are involved in a consortium that is promoting the state as a study destination, state tourism offices can make great partners.
•State Education Agencies– Some state education agencies, such as W. Virginia Higher Education Policy Commission & the Missouri Dept. of Higher Education, are also involved with international promotions.
State of Illinois Support for International
Education
• State of Illinois has ten offices worldwide, located in:
» Brussels
» Hong Kong
» Tokyo
» Shanghai
» New Delhi
» Toronto
» Mexico City
» Jerusalem
» Johannesburg
» Sao Paulo
• State of Illinois has led three Education Trade Missions to China in March 2013 and March & November 2014.
Contact Information
U.S. Department of Commerce Sandra Campbell
Director / Senior International Trade Specialist
Tampa Bay, Florida
727-893-3738
Sandra.Campbell@trade.gov
Debra H. Rogers
Senior International Trade Specialist
Chicago, Illinois
312-353-6988
Debra.Rogers@trade.gov
Moh Chikh-Ali
Commercial Officer
Miami, Florida
305-526-7425 x29
mohmoud.chikh-ali@trade.gov
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