Education

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• Education Training Export Consortium (ETEC)
• Project Period Oct 2003- Sept 2006
• Cooperator Center for International Trade
  Development www.citd.org
• A partnership between U.S. Department of
  Commerce, ITA, and the cooperator to promote
  the export of education training services to
  Asia (Japan, Korea, China, Thailand, Taiwan,
  Malaysia, Singapore)

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• Project Team
• U.S. Department of Commerce
• Washington DC based
• Jennifer Moll, ITA Education Training
  Specialist (ETEC team leader)
• Socal based
• Mary Delmege, U.S. Department of Commerce
  Regional Director
• Maura Kim, West LA USEAC
• Beth Graham, OC USEAC
• Fred Latuperissa, IE USEAC
• Center for International Trade Development
• Jeff Williamson, CITD Director, ETEC project
  co-manager
• Mark Matsumoto, Consultant, ETEC project
  co-manager

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• Implementation Steps January 2004
• Solicit input from industry
• Develop, beta launch database-driven website
• Evaluate and select marketing partners/cooperators
  in Asia
• Organize joint promotion efforts
• Advertising buys
• Outbound (e.g. trade mission)
• Inbound (e.g. expositions, trade fairs etc.)
• Continuously develop SME pool
• (subject matter experts, or small to medium
  sized companies)
• Evaluate project
• Surveys, activity documentation, outcomes

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• Input from Industry
• Communications infrastructure (Work in Progress)
• Website marketing of programs and services
• Database of subject matter experts
• Marketing Positioning Activities
• Create strategic marketing message Southern
  California Education AdvantageTM
• Choose target markets
• Seek corporate tie-ins
• Recruiting Events
• Rate fairs and events
• Seek to leverage chosen marketing events and
  fairs
• Disseminate Opportunities
• Inbound Asia Pacific University( Mr.Shinozaki)
• Outbound result of market visit( Executive
  Programs, Joint-Venture Opportunities, Hybrid
  Programs, etc.)

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Intl Marketing Challenge in Asia

• Define Offering in global marketplace
• Respond to Intl Competition British Council
  Australia, etc.
• Effective Use of Cooperators (Fulbright, other)
  cannot talk intelligently about more than a
  handful of providers.
• Development of New Channels fairs and other
  traditional activities facing decreasing returns,
  Agents (paid recruiters) business practices in
  question

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About ETEC

• Provide value added services to Southern
  California educational institutions and private
  education training companies to promote the
  export of education training services to Asian
  markets
• Help Match international clients with providers
• Develop non-traditional channels for marketing
  education services internationally
• Provide a network for collaboration amongst
  business, education and government to more
  successfully respond to international training
  and education opportunities

• Market Segments
• International Student Recruitment
• Executive/Professional Training

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Example Korea

• High private expenditure on Education (k-12 and
  post secondary)
• 65.5 of Koreans age 6 and older access the
  internet at least once a month (a world-leading
  percentage)
• Ranked 3rd as leading source of international
  students, 51,519 (2002/2003)

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ETEC Fulbright Korea Localization Program

• Uploads Southern California school promotional
  piece into Fulbright Korea website traffic lane
  of 1.5 Million unique hits/year.
• ETEC pays for localization into Korean
• So far 8 schools in Southern California are
  posted (virtually none from the entire rest of
  the U.S.)

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First six months
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The Road Ahead
Website Development Search and database
functions Website Marketing Affiliate programs,
overture, google Educate/Inform disseminate
research, best practices Outreach gain
involvement of more private sector
providers Outbound Mission - value added
services leveraging existing resources Advertising
/ Promotional focus on in-country marketing
and promotion efforts
www.educationsocal.com
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• ETEC Trade Promotion Opportunities
• ALC Group Buy- Guide to Studying in the U.S.
  2005 optional website promotion-20 ETEC group
  buy discount(10 schools)
• ETEC Trade Events Asia- 10/25 Tokyo Education
  Agent/Rep. Reception 10/28- Destination
  Southern California- Fulbright Korea 10/29-
  Kosa Briefing/Training, Seoul
• Asia-Pacific Island Briefing September Trade
  Conference
• Website Trade Lead Uploads- ITTM/Thai English
  Training/Homestay USAID opportunities