October 2008

1
Brazil Country Partners Meeting

• October 2008

2
The Brazil Partnership
3
Education Promotion Team

• São Paulo Office
• Rodrigo Gaspar Education Promotion Manager
• Daniela Madureira Education Promotion Officer
• Aline Inoue Education Promotion Intern
• Rio de Janeiro Office
• To Be Recruited Education Promotion Officer
• Adriana Carneiro Online Services Officer

4
Customer Services Support

• British Council Brazil 4 offices
• Education UK Team in São Paulo and Rio
• British Council customer services team
• represents Education UK in all 4 offices,
• including
• Brasilia (covering North)
• Recife (covering Northeast)

5
Our point of view
6
(No Transcript)
7
Our funding

• - Education UK Partnership
• - Core Allocation (67)
• - Country Allocation (10)
• - PMI Prime Ministers Initiative (13)
• - Campaigns (sporadic)
• - British Council Brazil support (Education
  Promotion) 10

8
Our funding

• - Core Allocation (67) Team salaries and
  overheads Running costs (postage, taxis,
  printing, copies etc) Customs (Bulk
  Consignment and other materials) Travelling
  (Staff Conferences, UK visits, Workshops etc)
  Brazil Team internal travel
• - Country Partnership (10)
• Country Partners Meetings Running costs
  associated with specific promotion Leaflets
  Set Shared ads Website development (country
  partners areas)

9
Our funding

• - PMI Prime Ministers Initiative (13)
• Database Campaign and maintenance
  Leaflets Branding (advertisement, promos
  etc) Agents Website (generic)
• - Local and Generic Education Promotion (10)
• English Promotion (Let Your English Grow,
  Missions etc)
• Participation in external events Customer
  Services material training Alumni help
  Other non-EUKP activities

10
BRAZIL PARTNERSHIP
Evolution - Number of partners
restructuring the operation
11
BRAZIL PARTNERSHIP
Old Partners
- University of the Arts London- University of
Warwick - London Metropolitan University -
Royal Holloway, Univ.of London - University of
Central Lancashire - Oxford House College
New partners joining since then - EF Britin
College - Guildford College - Goldsmiths,
Univ.of London - University of Central
Lancashire - University of Northampton -
University of Westminster - University of East
London - Queen Mary, University of London -
Kings College - University of Birmingham -
University of Glamorgan
all these joined after a meeting or visit to our
team
Small Partnership opportunity for a better,
customised approach
12
Most popular regular services we offer (to
all institutions)

• - Dedicated e-mail address
• - Basic level of Marketing Intelligence
• - Bi-annual newsletters with update on our
  activities
• - Institutional brochures held in Sao Paulo Rio
  de Janeiro
• - Education UK Brasil database and CRM
• - Set-up of individual visits/presentations at BC
  premises
• - Tips and basic information to contact local
  universities/partners
• - Discount on ads and promotional opportunities-
  Live Chats and other online services

Ask for the menu of services!
13
Country Partners exclusive services
- Premium Marketing Intelligence Ad Hoc
research - Monthly newsletters with opportunities
and updates (only country) - Departmental
brochures held in Sao Paulo Rio de Janeiro -
Prospectuses held in all four offices - Mailing
of Prospectuses Departmental brochures to
Brazilian partners - Permanent Partnership
profile (Portuguese) on www.educationuk.org.br -
Other website areas (scholarships, courses
database etc) - Branding and exposure in
promotional leaflets - Priority place in all
communications, events and for service
provision - Two annual planning Meetings
(UK/Brazil) - Brazil Partnership Website -
Exclusive leaflet in our Country Partners Folder
14
Country Partners survey
package of country partners exclusive benefits
creativity to highlight country partners to
students

15

• New level of services provided
• Pro-active approach - Continuity and technique
  by liaison officer- More and better services -
  More institutions involved

16
Most recent benefit Country Partners Portfolio
photo
areas

quote
logo
text
did you know?
contact
17
Some UK visits to BC Brasil - last 12 months

18

• Venue ( 75)
• Equipment ( 60)
• Free website promotion
• Segment and send your e-news (at cost)
• Newspaper ad ? (at cost/discount)
• BC calls each registered student to confirm
  cost is just the hours 60 improvement on
  attendance- Alumni ?
• Live Chat ? ( 50)

Set up your presentation
Quality Focus Segmented database
19

• Set up your presentation
• Recife and Brasilia in the mix
• Strathclyde and Southampton in Recife
• Westminster and UAL in Brasilia

Westminster in Brasilia
Southampton in Recife
20
Country Partners survey
How was the quality of the EUKP services during
individual visits to Brazil ?
How was the customer care youve received from
the BC in the set up and during the visit ?
21
Country Partners survey
How was the variety of alternatives for promotion
?
22
Country Newsletters (Monthly)

• Core Newsletter(bi-annual)
• Is everyone who should be receiving them actually
  getting them every month ?

23
Country Partners survey
quality of information and customer services
received when you write/call Brazil
quality of information received in our periodical
e-newsletter
24
EUKP Brazil Website
http//www.britishcouncil.org/eumd-brazil.htm

• Institution oriented
• Exclusive to Country Partners
• Always
• up-to-date

25
EUKP Brazil Website

• Communications Relationship Management
• All Country Core Newsletters,
• Partnership Meetings Reports,
• Contact Details, etc

26
EUKP Brazil Website

• Market Information
• How is the market?
• Economic/Social trends
• The Brazilian education system
• Student Profile
• Visa Information
• Competitor Strategy Info
• Contact Brazilian Institutions
• What else do you need?

27
EUKP Key Performance Evaluations (KPIs)
28
Country Partners survey
MKT Intel Website
how often do you use it ?
29
Country Partners survey
market information provided by our team whenever
you request customised information.
30
Brazil exclusive CRM database
Database 27,000 students who have interacted
with Education UK
Filter optionsRegion Age Current Level
Desired Level Gender Alumni? Subject
Area Funding
31
Newsletter Builder
Newsletters Example Birmingham Visit
32
Database Update Campaign
- New database questions structure (smaller,
easier) - 38,000 students contacted (a lot of
garbage removed) - Prize 10 days in the UK -
Country offered opportunity (BC paid for airfare,
insurance, camera) - Video Student Experience
in the UK - Warwick and Oxford House College (PG
and English) - More than 5,000 complete records
updated - Ana Rangel in Warwick (in the
website...and at the PGWeek)
33
Newspaper Ads
Opportunities in major newspapers in Rio and SP
University of the Arts London
Westminster
34
Next International Education - Belta
Magazine 2008
BENEFITS- Cover of the magazine- 10 pages of
content with UK education- Flexibility ads X
content- 4 website front page links pointing to
UK content
TARGET AUDIENCEAge 18 to 35 years oldHigh and
Upper Middle classesHigh School / UG / PG
DISTRIBUITION (50,000)Universities all over
Brazil 57ExpoBelta / University Fairs -
29International Events 4Belta Associates
10
35
Leaflets where information meets promotion
36
Leaflets we are producing 2 more this year
- Opportunities for co-branding / sponsor ?
Funding and costs Arts Design ?
London ? Engineering ?
37
EUKP Key Performance Evaluations (KPIs)
38
EUKP Key Performance Evaluations (KPIs)
Services ranked as most important by institutions
39
EUKP Key Performance Evaluations (KPIs)
What new things do institutions want ?
40
Country Partners Survey
How do you rate the work BC Brazil does and your
general feelings about being a part of Brazil
Partnership ?
How do you rate the Brazilian market compared to
other countries?
41
Students
42

• Independent Schools
• - Very small niche
• - No stats available
• Further Education
• - Also just a niche
• - There is no FE in Brazil
• - Career based is not valued
• - Qualification validation
• - It doesnt make sense for our students
• - Colleges English and Prep

43
English students - evolution
44
Higher Education - evolution
45
HESA 05/06 HESA 06/07

• Non-EU growth 2 Non-EU growth
  6
• Non-EU recruitment -2 Non-EU recruitment
  5
• Brazil growth 3,8 Brazil growth
  11
• UK market share in LAC
• Brazil 11
• Mexico 10
• Argentina 9
• Venezuela 6
• Others 5 or less

• Brazil grew 39 in 9 years
• The two last growths were the largest of the
  decade
• It will not explode (not right now anyway...)

25
46
HE Market Share in Brazil
USA Cultural influence Portugal Spain
Language Germany France Price Canada
Australia so far only English programs
47
Higher Education Age and Level
Gender Male 47Female 53
48
(PGWeek 2007 registrationsbefore conversion)
Student Profile subject areas
49
HESA 2006/2007 - after conversion
Student Profile
50
www.educationuk.org.br

• Global course search
• Country Partners Showcase
• Live Chat/Help for students
• Events and News sections (includes visa
  updates)
• Scholarships Specials
• Experience UK Now
• ELT Zone in Portuguese

51
www.educationuk.org.br
Go to the internet
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Offline - The importance of Customer Services

• 15 people involved in answering the public
• Daily feeling of whats happening in the market
• Representation in events
• The fantastic and underrated LIC space in SP
• Brazil numbers 5,000 enquires per year
• 25 walk-in visitors
• 40 telephone
• 35 e-mail

plus events!
53
Events

• -1st Education UK Postgraduate Week October
  2007 São Paulo Rio
• -University Presentations in SP and Rio (Brasilia
  and Recife starting)
• -ExpoBelta 2008
• -Expo Estude no Exterior (FPP Media) twice in
  2008
• - MBA Tours
• - University Fairs (FAAP, Mackenzie, UFF...)
• - BandPro (Best secondary school of Brazil
  Colégio Bandeirantes)
• International Weeks
• Smaller cities universities, first step
• SP interior strategic location Bauru,
  Ribeirão, Campinas, etc.

54
Other targets
55

Agents Project
56
UK Visas Agents
British Council interface made in Rio

• Early 2006 Entry Clearance and alarming
  situation
• Visas issued post-course dates
• Process and documents lost
• Strong decrease in student numbers
• Open Day with agents (Nov/06) helped clear the
  air
• 1st place with agents lost to Canada, Australia
  closing in
• New rules 2007
• Participated on ExpoBelta for the first time
• British Council is not authorised anymore to talk
  about visas
• Information taken out of www.educationuk.org.br
  direct to UK visas
• Lots of answered enquires in public spaces and
  fairs ( agents)
• 2008
• Consulate declined to participate in
  public-facing events
• Event to agents in Rio without involving British
  Council
• Refusal to organise an event of national reach in
  SP for agents
• Disaster website telling students they are not
  UK material

57
Agents

• Brazil Agents much ahead on the game globally
• Training and Certification not as important
• Strategic partnership with BELTA (and
  ExpoBelta)
• Belta best agents association in the world,
  many prizes
• But also get closer to the individual agents and
  go beyond Belta
• Support of Agents Workshop in English UKs
  annual event
• UK inward missions August 2005 and 2006 (English
  UK Brighton)
• Open Day at British Consulate (Nov/2006)
• What about 2008 ? And São Paulo ?
• Americas Fair in Cancun 2007
• And now Guarujá-SP in November/2009 (agents X
  schools)

58
Agents

• Main problem and challenge develop HE niche
• English sells very easy (Brazil on Top 3 sending
  countries)
• Fees and Commissions
• HE Difficult Product to sell versus Larger
  amounts
• 72 of agents sales are English
• 17 Work Travel
• 1 Higher Education

59
Market Perception of the UK - Agents Belta

• ExpoBelta agents survey 2006
• UK preferred ELT destination, followed by
  Canada, Australia and USA
• BELTA survey - UK positive aspects
• - increase in demand for long term courses
• - no need for visa for short-term courses (?)
• - work-permit for student visas
• Main Problem today VISAS for English programs
• Early 2006 alarming situation
• Visas issued 18 decline
• Open Day and 2nd semester signs of relief
• 1st place with agents lost to Canada, Australia
  closing in

60
Market Perception of the UK - Language
Travel Magazine 2008

• Brazilian Agents sales avg growth in 2007 25
• Previous year growth of 49
• increased competition of mainstream travel agents
• Top Destinations Reasons For Language Travel
• Canada 36 Future work 38
• UK 17 Studies overseas 25 (10 up)
• USA 16 Current work 18
• Australia 8 Studies at home 8
• Average Length of stay by Brazilians 9 weeks
  (up)
• 79 of the Brazilians chose to stay in Host
  Families
• Each agent usually works with 23 language schools
  every year

61
Brazilian Universities

• Bologna, Edinburgh etc clearly a broader
  picture for UK partners
• Recruitment is part of internalisation, just
  like PARTNERSHIPS
• Our promotion was NOT aligned with that in the
  past
• Start from scratch, map universities
• São Paulo and Rio lead the way
• 28 main public and private universities as
  target
• Issues difficulty in exchange, public model in
  BR, educational system

62
Brazilian Universities

• Last 7 years 900 new Master programs and 500
  PhDs
• 3,000 total programs (around 90 are academic,
  not professional)
• Around 150,000 students enrolled
• 87 of PG programs in public universities

63
Brazilian Universities

• Difficulties
• Brazilian Public Universities (free)
• Spotted elitism from both sides
• Different business model for students mobility
• no fees, just exchange
• lack of programs in English to receive British
• lack of interest by British students to come to
  Brazil
• Competition advancing fast
• France, Germany, Italy, Portugal, Spain...
  ...and even the US

64
Encouraging matchmaking





65
Country Partners Survey
How was the help received to establish
relationships with Brazilian institutions ?
66
Brazilian Government

• CAPES - What is it ?
• Brazilian official agency for HE capacity
  building (PG oriented)
• Part of the Ministry of Education (Brasilia)
• Design and implement policies to improve the PG
  system
• Evaluates PG programs in the country (Masters
  and PhD)
• Grades impact on pretty much everything about PG
• Every three years, and results in the website
• Promotes the scientific production
• Promotes international scientific cooperation
• Funding

67
Brazilian Government

• CAPES - International Cooperation

• CAPES
• Bilateral Agreements
• Joint research programs Brazil X other countries
• CAPES funds missions and scholarships
• Bi-national Universities Partnerships
• UG exchange and PG professors and students
  exchange
• Deals to be made by the universities (credit
  recognition)
• International Agreements
• Germany, Argentina, Chile, China, Cuba, Spain,
  USA, France, Holland, Italy, Portugal, East Timor
  and Uruguai

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• CAPES - International Cooperation

• Bilateral Agreements
• Joint research programs Brazil X other countries
• 2 countries - agreement
• 1 research group of each country (each project)
  
• Shared costs (exchange of students and
  researcheres 2 PhD sw student and 2
  prof/research)
• Exemption of tuitions and fees
• Ongoing
• COFECUB France PROBRAL GermanyCAPES/DFG
  Germany BAVIERA GermanyGRICES
  Portugal SECYT ArgentineANTORCHAS
  Argentine CAPES / MES CubaMECD Spain CAPES
  Univ. TexasCONICYT Chile Univ. La Republica
  Uruguay

69

• CAPES - International Cooperation

Bilateral Agreements Joint research programs
Brazil X other countries
70

• CAPES - International Cooperation

• Bilateral Agreements
• University Partnerships
• 2 countries - agreement
• 2 institutions (FIPSE) or 1 (other partnership
  programs) from each country
• Specific area of knowledge (exemption of
  tuitions and fees)
• Seeking similarity of curricula, recognizing of
  credits and in the future automatic validation of
  diplomas in both countries
• Ongoing
• FIPSE / CAPES (USA)UNIBRAL - DAAD/CAPES
  (Germany)BRAFITEC - CEDFI/CAPES
  (France)CAPG/CAPES (Argentine)
• More than 100 projects ongoing

71
Brazilian Government

• CAPES - Funding

- CAPES supports over 150 Brazilian
higher education institutions - There are around
8,000 MSc CAPES scholarships in Brazil - 5.069
PhD (Doctorate) scholarships in Brazil - 500
internships scholarships for PhD students abroad
- 320 young doctors scholarships
72
Brazilian Government

• CAPES - Funding (ongoing programs)

• - Scholarships for Foreign Students
  (PEC/PG) South American Countries, Central
  American Countries, Caribe, Africa and East
  Timor
• - CAPES/SPU Argentine
• - CAPES/MES Cuba
• Vilmar Faria Program Univ. Texas (Social
  Sciences)
• PVE - Foreign Visiting Professors
• Rio Branco Chair (Brazilian professors abroad)
• CAPES/DAAD PhD Germany
• Research Internships (CAPES/DAAD) - Germany
• Other programs (Special scholarships China,
  Chile, Italy)

73
Brazilian Government

• CAPES - Funding

74
Alumni Initiatives

• Raised profile of alumni work in Brazil
• We support UK alumni by
• Encouraging engagement of alumni in BC
  activities
• Local alumni associations (ABA)
• Subject interest communities (Committees)
• Encourage networking
• Alumni Cocktails in SP, Rio and Recife
• Lectures by famous Alumni (ex. former Central
  Bank president)
• It is possible to organise institution-exclusive
  events for partners