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1234567

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by

rachel wynter

on 5 July 2016

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Transcript of 1234567

WELCOME
Short term (one year GCSE/Pre-IB)


Agents and Fairs
Historically poor recruitment
and expensive!
Current family/pupil base


Mainly scholarships and bursary based enquiries online - quite late/early?

Solid education system “in country”

"time wasters"
Agent heavy
Few direct enquiries unless through family/friends



Trends in leaving school Year 12 for HKDSE
Admissions
Increase in enquiries
Thank you for listening
To Conclude...
*
Mature Markets

*

Diversity

* Increased Competition
* Market forces not in line with school makeup
High volumes of enquiries
More serious enquiries coming through
Agents and short term enquiries
Strong Religious Interest

Mainly agents and Fairs
Increase in number of agents

Increase in number of events
(Sue Anderson and ISS)
Pockets of interest
Signs of Growth
Predominantly Boys
Historically big Summer School enquiries
"Local" Russians:
Dramatic increase in enquiries
through consultancy - short term initially
Relatively low volumes
*Growth area?
Kazakhstan,
Uzbekistan,
Turkmenistan,
Tajikistan,
Early Signs?
Competition outside the UK: USA, AUS, CAN, NZ
Competition outside the UK:
USA, AUS, CAN, NZ
Security K&R
Predominantly girls
Mature Market
Stability issues
High percentage of schools have looked at this market in the last 5 years with mixed results
Word of mouth/herd mentality
Some Agents and Fairs
USA preference
Higher Education preference
ISC Census Spain:
4.7%
of overall non-British
with parents living overseas







ISC Census Mexico: not included in census as a country is included under central & South America?





ISC Census France:
1.6%
of overall non-British
with parents living overseas

New non-British - 209 (-10)
Total pupils - 427 (-10)




ISC Census India:
0.6%
of overall non-British
with parents living overseas

New non-British - 71 (+9)
Total pupils - 151 (+16)






Issues in the region "wild west"
*ISC Census Ukraine: not included on it's own but as remainder of Europe non-EEA - 412 (-43)





ISC Census: Central Asia
1.3% of overall non-British
with parents living overseas

New non-British - 290 (+145)
Total pupils - 453 (+124)






ISC Census: USA
1.0% of overall non-British
with parents living overseas

New non-British - 123 (+9)
Total pupils - 285 (+2)


ISC Census: Central & South America
1.5% of overall non-British
with parents living overseas

New non-British - 289 (+17)
Total pupils - 415 (+39

Big Ex pat


IB
ISC Census Hong Kong:
17.6%
of overall non-British with parents living overseas (part of big 6)
New non-British = 1,683 (-2)
Total pupils = 4,785 (+81)
ISC Census China:
20.9%
of overall non-British
with parents living overseas (part of big 6)
New non-British: 2893 (+808)
Total pupils = 5,683 (+979)
NO ISC data for Italy
ISC Census Russia:
10.3%
of overall non-British
with parents living overseas
New non-British = 1,168(-168)
Total pupils = 2,795 (+56)

ISC Census Germany =
7.1%
of overall
non-British with parents living overseas
New non-British = 1,140 (-101)
Total pupils = 1,930 (-77)
Modern Buyer
* Exhaustive Research by parents
* enquiries v registration
* Regional speeds
* better understanding of Fees, scholarships and bursaries
How?
Enquiries: predominantly agent led

Threats
How?
Threats
How?
ISC Census Nigeria: 4.3% of overall non-British
with parents living overseas
New non-British - 545 (+85)
Total pupils - 1,160 (+155)
*ISC Census Middle East: 1.3% of overall non-British with parents living overseas
New non-British - 225 (+71)
Total pupils - 399 ( +89)
The changing role of:
Parent
Educator
Seller
Buyer
* managing expectations
*no emotional connection
Dominic Moon
Senior Education Consultant
Metropolis Education
Metropolis Education
Boarding schools guide
www.ukboardingschools.com
in english, german spanish and russian
workshops, consultancy, market intelligence, inset days, boarding house reviews, education resource centre, strategic advice, market comments, mystery shopper
Represent 267 private schools
apps, social media
parent & agent help and advice
16,000+ prospectuses every year
50/50 UK/International
Cessation of the OEA (1996 rule)
Diversity
Academically below standard
heavy emphasis on religion
Launch of new "mission" to New York (8 schools/50 families)
*Currently 5th in our enquiry list*
*Currently 12th in our enquiry list*
*Currently 21st in our enquiry list*
*Currently 13th in our enquiry list*
New non-British - 897 (-7)
Total pupils - 1,267 (-20)
*Currently 2nd in our enquiry list*
*Currently 8th in our enquiry list*
*Currently 3rd in our enquiry list*
not a single enquiry in last 12 months
UAE 7th and Saudi Arabia 10th
*6th on our enquiry list - one to watch*
*Currently 9th in our enquiry list*
*Currently 4th on our enquiry list*
*Currently 18th on our enquiry list*
*Number 1 on our enquiry list*
Threats


Economy
Agent quality
How
Mainly via agents
How
No quality agency fairs
Dynamic pricing?
"110% scholarships"
Published fees
Price conditioning
Ampleforth, stonyhurst et al
R.O.I
Fledgling market so usual difficulty in getting a foothold...
..and influencing the market
Foothold
Foothold??
- anticipating the ebb and flow
*Note - highest interent users - Britney from California "T "for Trouble
IB
"US university preference"
Threat from US boarding
One to watch
UK increasingly preferred by parents and children to that in France
Full transcript