Russian Association of International Education HOW TO WORK WITH AGENTS TO MAXIMISE YOUR RECRUITMENT IN RUSSIA

Russian Association “International Education” (RAIE) ‏ Year of foundation – 2007 Member of FELCA (The Federation of Education and Language Consultant Associations) ‏ 22 agencies from 5 cities

SURVEY – MARCH Russian agencies 1. Short-term programs 2. Long-term programs 3. Principals of co-operation with Russian agents

SHORT-TERM PROGRAMS Summer programs – 70 per cent Main age groups: and years old Women – 60 per cent of the bookings The decision is made several months in advance (80 per cent) ‏

SHORT-TERM PROGRAMS Countries of destination: English 1- the UK, 2- Malta, 3 – USA, 4 – Canada German 1- Germany, 2 – Austria, 3 – Switzerland Spanish 1- Spain, 2 – countries of Latin America French 1- France, 2- Switzerland, 3 – Belgium Other languages Czech, Italian, Chinese, Japanese

SHORT-TERM PROGRAMS The demand for the programs: Will remain the same – 56 per cent Will grow –12 per cent Will reduce – 18 per cent

LONG-TERM (ACADEMIC) PROGRAMS Main destinations: 1- the UK, 2 – Canada, 3 – the USA, 4 – Switzerland The decision about the program is made 1 year in advance - 55 per cent of the clients; 1 semester in advance - 40 per cent Participation in language preparation courses – 60 per cent (range from 5 to 100) ‏

LONG-TERM (ACADEMIC) PROGRAMS Most popular specialties: Business, Economics, Management, Finance, Hospitality and Tourism Management, Design. Some agencies also pointed Law, Information technologies, Public Relations and Human Resources Management.

LONG-TERM (ACADEMIC) PROGRAMS The demand for the programs: Will grow significantly – 70 per cent Will remain the same – 25 per cent Will reduce – 5 per cent

FACTORS AND TRENDS COMPARISON The decision is made quite close to the start of the program in both types of the programs The leaders are the United Kingdom, Canada and the U.S. for both types The majority of the respondents are much more optimistic regarding the development of long-term (academic) programs of foreign in Russia

Principles of co-operation with a Russian agent How the agencies choose the foreign institution What to consider when marketing in Russia What Russian clients expect

How the agencies choose the foreign institution membership in professional associations – 60 % national/international accreditations of the programs – 60 % the level of the commission – 50 % the feedback of the clients who studied before in the institution – 50 % recommendations of the colleagues - 40% the speed of the feedback from the institution - 40 % the price of the program for the clients – 30% the diversity of the programs - 30 % seasonal special offers, the location of the center – less than 5%

How the agencies choose the foreign institution membership in professional associations – 60 % national/international accreditations of the programs – 60 % the level of the commission – 50 % the feedback of the clients who studied before in the institution – 50 % recommendations of the colleagues - 40% the speed of the feedback from the institution - 40 % the price of the program for the clients – 30% the diversity of the programs - 30 % seasonal special offers, the location of the center – less than 5%

What to consider when marketing in Russia level of the commission - 90 % the speed of the feedback from the institution – 70% flexible approach to the programs structure – 60% possible combination of different programs 60 % the possibility of the choice of different methods of payments –40 %. Less important - diversity of different programs and its price for the clients. Seasonal offers are not important for the agents in Russia.

What Russian clients expect quality of accommodation and how it meets the requirements of the clients – 87 % price of the program for the clients - 62 % the diversity of the programs offered - 37 %. update information about the number of Russian-speaking students which is planned to be during the stay of the client at the school/institution Russian clients like additional services and options, as language workshops, free excursions, etc. The least important factors are seasonal special offers, the possibility of the language test prior the program start, additional facilities at the center: language laboratory, free Internet, etc.

Russian Association of International Education HOW TO WORK WITH AGENTS TO MAXIMISE YOUR RECRUITMENT IN RUSSIA