october 18, 2012
DESCRIPTION
October 18, 2012. Agenda 2:30 - Introductions and overview 2:50 -Marketing update and boarding video presentation 3:10 - Updates 3:30 - Project to Program?. Our History. “ In order to be effective, strategy should involve intuitive glimpses of possibility ” - PowerPoint PPT PresentationTRANSCRIPT
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October 18, 2012
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CAIS BOARDING IN CANADA 2012
AgendaAgenda
2:30 - Introductions and overview
2:50 - Marketing update and boarding video presentation
3:10 - Updates
3:30 - Project to Program?
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Our HistoryOur History
“In order to be effective,strategy should involve
intuitive glimpsesof possibility”
- Henry Mitzberg
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CAIS BOARDING IN CANADA 2012
Our Vision
Why Canada?
Why Boarding?
How do you measure short-term and long-term success?
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Collaborative eMarketing for Boarding Schools
A rising tide lifts all ships
October 24, 2009
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CAIS BOARDING IN CANADA 2012
2007/2008
2008/2009
2009/2010
2010/2011
2011/2012
2012/2013
5000
-507 students
Boarding Total Enrolment Comparison4814
4664
4404
4307
4154
4224
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CAIS BOARDING IN CANADA 2012
Guiding Principles
Collaboration
Engagement
Respect
Diversity
Transparency
Entrepreneurialism
Responsibility
Creativity
Sustainability
(Research)
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BUSTING THE MYTHS ABOUT BOARDING
BUSTING THE MYTHS ABOUT BOARDING
CAIS BOARDING 2012CAIS BOARDING 2012
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CAIS BOARDING IN CANADA 2012CAIS BOARDING IN CANADA 2012
Boarding Total Enrolment Comparison
Region 2010/2011 2011/2012 2012/2013
WEST 1646 1669 1695
CENTRAL 1917 1966 2022
EAST 591 589 590
TOTAL 4154 4224 4307
• Increase of 83 boarders (28 schools)
• Increase of 127 boarders, (26 CBP schools)
• Of our 26 schools• 7 decreased enrolment• 5 maintained• 14 increased
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CAIS BOARDING IN CANADA 2012
Year Total Canadian Boarding Students in
Canada
Total International Students in Canada
2011/2012 2175 2037
2012/2013 1992 2315
# Change -183 +278
Boarding Total Enrolment Comparison
• Canadian boarding student enrolments have decreased by 8%.
• International students now make up 53.7% of our boarding enrolment (an increase by 14%)
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CAIS BOARDING IN CANADA 2012
Canadian Enrolment
Region 2012/2013
WEST 991 (58%)
CENTRAL 743 (37%)
EAST 258 (44%)
TOTAL 1992 (46%)
International Enrolment
Region 2012/2013
WEST 704 (42%)
CENTRAL 1279 (63%)
EAST 332 (56%)
TOTAL 2315 (54%)
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CAIS BOARDING IN CANADA 2012
International Enrolment: BreakdownCountry # of Boarding Students
Studying in Canada% of International
Enrolment
China 560 24.19%
Mexico 298 12.8%
Hong Kong 182 7.8%
Germany 127 5.4%
United States of America 127 5.4%
Korea, South 105 4.5%
Taiwan 86 3.7%
Russia 56 2.4%
Japan 55 2.3%
Saudi Arabia 44 1.9%
• 10 countries make up 80% of CAIS boarding schools’ international boarding student enrolment.
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CAIS BOARDING IN CANADA 2012
New Boarding StudentsRegion Total New Boarding
Students 2012/2013Total New Boarding Students 2012/2013
Recruited by fee paid agents
WEST 691 139 (20%)
CENTRAL 827 296 (35%)
EAST 294 56 (19%)
CANADA 1812 491 (27%)
• Increasing use of fee paid agents by 3.5% from 2011/2012 to 2012/2013.
• New boarding students in 2012/2013 comprise 42% of total boarding enrolment.
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CAIS BOARDING IN CANADA 2012
Total Monies Paid to Agents 2012/2013Region Dollar amount paid
to agentsAverage per student
WEST $706, 720 $5,084
CENTRAL $1,305,779 $4,411
EAST $392, 230 $7,004
CANADA $2,404,730 $4,898
• In 2012/2013, CAIS Boarding Schools recruited 491 students through international education agents.
• The lowest commission feed paid to an agent for 2012/2013 per one student ranged from $500 to $10,000.
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CAIS BOARDING IN CANADA 2012
Financial Assistance 2012/2013Region $ of Financial
AssistanceAverage Award per
Student
WEST $3,437,220 $2,029.06
CENTRAL $9,162,183 $3,203,19
EAST $4,485,015 $7,601,72
CANADA $14,296,580 $3,345,01
• 78.4% of Financial assistance awarded by CAIS Boarding Schools per year is allocated to Canadian boarding school students.
• 2.8% of Canadian ex-pat families receive financial assistance.
• 17 CAIS Boarding schools offer Financial Assistance to international students, which accounts for a total of 18.6% of FA available to boarders in 2012/2013.
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CAIS BOARDING IN CANADA 2012
UpdatesUpdates
•MarketingMarketing•RecruitingRecruiting•Partnerships and Partnerships and ResearchResearch•Social MediaSocial Media
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CAIS BOARDING IN CANADA 2012CAIS BOARDING IN CANADA 2012
Recruitment
•CAIS present in seven countries in 2012/2013
• Two traditional market fairs (Bermuda and Mexico City)
• Three emerging market fairs (Turkey, Vietnam and Kazakhstan).
•CAIS will visit three emerging markets on behalf of CAIS Boarding Schools: Nigeria, Russia and Turkey.
•All but one CAIS boarding school participated in a CAIS recruitment event this year.
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CAIS BOARDING IN CANADA 2012CAIS BOARDING IN CANADA 2012
Agents
•3349 agents in our CAIS database. Of this group, 75 have been approved by our CAIS Agent List
•In 2011/2012, CAIS received 76 individual inquiries from agents about boarding schools in Canada.
•37 "general inquiries.” Of these, 131 school connections made
•39 inquiries were "specific.” Of these, 81 connections were made
•CAIS Fam Tour is on now!
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CAIS BOARDING IN CANADA 2012CAIS BOARDING IN CANADA 2012
Partnerships
•NEMR Roundtable Meeting
•Imagine Canada
•TABS
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CAIS BOARDING IN CANADA 2012CAIS BOARDING IN CANADA 2012
Research
•Boarding Parent Study - April 2012
•Australian Research Invitation - Brad Papworth
•Enrolment Report – November 2012
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CAIS BOARDING IN CANADA 2012
Social Media UpdateSocial Media Update
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CAIS BOARDING IN CANADA 2012CAIS BOARDING IN CANADA 2012
Social Media - Twitter
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CAIS BOARDING IN CANADA 2012CAIS BOARDING IN CANADA 2012
Social Media - Facebook
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CAIS BOARDING IN CANADA 2012CAIS BOARDING IN CANADA 2012
Social Media - YouTube
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CAIS BOARDING IN CANADA 2012CAIS BOARDING IN CANADA 2012
Boardingschools.ca
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CAIS BOARDING IN CANADA 2012
Project to Program?Project to Program?
• Membership Fee Membership Fee ChronologyChronology
• DiscussionDiscussion
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CAIS BOARDING IN CANADA 2012CAIS BOARDING IN CANADA 2012
October 2009
•In response to a 10% two year drop in CAIS boarding enrolment, the CBP was launched as a two year pilot.
•Cost $5000/school/year.
•The CAIS board agreed to support the CBP with the understanding that:
- The vast majority of schools would participate
- The CBP would be national in scope
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CAIS BOARDING IN CANADA 2012CAIS BOARDING IN CANADA 2012
September 2011
•CBP moved from two year pilot to two year project.
•A two tiered funding model was introduced. Basic fee: $4500, Premium fee: the equivalent of each individual school’s one boarding fee
•Fee range from $ 4,500 to $ 49,265.
•Of the 26, 18 premium members, 8 basic
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CAIS BOARDING IN CANADA 2012CAIS BOARDING IN CANADA 2012
September 2012
•CBP shifted to a single tier “progressive” fee model, based on the size of each school’s boarding enrolment.
•Fee range from $ 5,250 to $ 37,344,
producing $ 614,687 annual revenue.
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CAIS BOARDING IN CANADA 2012CAIS BOARDING IN CANADA 2012
September 2013
•CBP “progressive” fee model proposed again.
•Assuming there remains a collective enthusiasm to continue the project, a key question emerges:
How important is the long term sustainabilityof the CBP for CAIS and its member boardingschools?
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CAIS BOARDING IN CANADA 2012CAIS BOARDING IN CANADA 2012
Status Quo (membership optional)
Pro
• Schools maintain autonomy with their participation
• CBP may be more accountable to membership to demonstrate value
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CAIS BOARDING IN CANADA 2012CAIS BOARDING IN CANADA 2012
Status Quo (membership optional)Con
•Lack of certainty for planning
•Compromise of goodwill amongst membership. Non participating schools derive benefit in spite of sanctions (removal from CBP website, no data, no recruitment or agent promotion)
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CAIS BOARDING IN CANADA 2012CAIS BOARDING IN CANADA 2012
Con
•Sustainability may be compromised by prospect of:
• Less schools participating
• Less funding to deliver mandate
• Higher costs borne by less participants
• The project no longer compromises sufficient majority of CAIS boarding schools with a truly national scope
•Quantity and Quality of CAIS boarding school students may be compromised by prospect of less funding available.
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CAIS BOARDING IN CANADA 2012CAIS BOARDING IN CANADA 2012
Project to Program (membership compulsory for all CAIS boarding schools)
Pro
•Highly sustainable (planning more secure, revenue dependable, a longer term view and commitment)
•CAIS brand, reputation, quality of students enhanced for all CAIS boarding schools
•Goodwill enhanced amongst supportive members of the project. No longer would non fee paying CAIS members schools benefit.
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CAIS BOARDING IN CANADA 2012CAIS BOARDING IN CANADA 2012
Project to Program (membership compulsory for all CAIS boarding schools)
Con
•Loss of autonomy with participation
•CBP may become less accountable to membership to demonstrate value
•Goodwill compromised amongst less supportive members of the project
•Potential loss of CAIS school membership (All CAIS boarding schools would pay fee to remain in CAIS)
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CAIS BOARDING IN CANADA 2012
Discussion.