The British Council Vietnam would like to invite UK schools, colleges, universities and ELT providers (UK summer schools) to participate in the UK Summer Programmes promotion package in Vietnam in 2019.

MARKET RATIONALE
• Statistics from UKVI show a 29% year-on-year increase in UK short term student visa issuance from Vietnam in the period from July 2017 to June 2018. A majority of short-term student visa is for 6-months programme. More than half of short-term students are at the age from 11 to 18, while students aged 19 and above account for 37%.
• The above analysis reflects an increasing interest of Vietnamese students in English summer programmes in the UK. According to Australia Education International (AEI), in 2017, Vietnam is one of the top ten nationalities with students attending English language courses in Australia. Clearly there is room to grow and shift more market share to the UK.
• More wealthy families in Vietnam are looking for summer courses overseas for their children, not only to study English, but also as tasters before making university study decisions. Feedback from Vietnam education agents showed that English summer courses can serve as a good marketing pathway for recruiting students to pre-university and undergraduate programmes in the UK.
• There is also an increasing trend among Vietnamese students at university level to study summer programmes abroad, either on individual application or under partnership programmes between their universities and foreign partner institutions. More universities in Vietnam are now interested in organising tailor-made academic, credit-bearing summer programmes with foreign institutions, aiming to give more chance for their students to have international experience and improve academic and/or soft skills. These are opportunities for UK summer schools to work in partnership with Vietnamese universities in tailor-made summer programmes.

OBJECTIVE
The UK Summer Programmes promotion package aims to promote a variety of choice, quality and benefits of UK summer programmes to Vietnamese students and their parents. The package focuses on providing opportunities for UK summer schools to set up business relationships with a wide range of education agents, schools and universities contacts, at the same time raising their profiles to potential Vietnamese students and their parents to boost student recruitment for the summer intake in 2019 (June – August).

PACKAGE DETAILS
The package combines both student-facing marketing activities and B2B relationships brokering activities. Detailed activities of the package are as follows:

1. Student facing marketing:
• “Beyond English study” marketing campaign in January 2019
• Advertising in “Guide to UK Summer Programmes” in January 2019
• Complementary advertising at the “UK Summer Programmes” Display Zone at the Study UK Flagship Exhibition of British Council in October 2019
Target audience:
• Vietnamese high-school students aged 12-17 and their parents.
• Vietnamese university students aged 18 - 21

2. B2B relationships brokering:
• Relationship brokering service during the year 2019
• A Workshop and Networking event with agent counsellors and school/university contacts at the Flagship Study UK Exhibition of British Council in October 2019
Target partners:
• Education agents in Hanoi and Ho Chi Minh city who are interested in promoting UK summer programmes
• Public and private high-schools in Hanoi and Ho Chi Minh city who are interested in organising tailor-made English summer programmes for their students
• Public and private universities in Hanoi and Ho Chi Minh city who are interested in organising tailor-made summer programmes for their students.

DETAILS OF ACTIVITIES
Please refer to the attached Proposal.

PARTICIPATION FEE
1. Student facing marketing package:
- Digital marketing package: £700
- Print advertising package: £500
Full Student facing marketing package: £1,100

2. B2B relationship brokering package:
- Relationship brokering activities during the year 2019: £400
- Attending the Workshop and Networking event at British Council Study UK Exhibition in October 2019: £400 per city (*)
(*) A special fee of £200 per city will be offered to UK schools, colleges and universities who attend the Study UK Exhibition in October 2019
Full B2B relationship brokering package: £1,100

3. Total Full Package (1+2) fee: £2,000

HOW TO APPLY
Expression of Interest and Application should be made directly to:
Ta Thi Hong Lien
Senior Education Services Manager
Tel: +84 4 3728 1931
Email: lien.ta@britishcouncil.org.vn

Deadline for application for the Student facing marketing package: 7 December 2018
Deadline for application to the Workshop and Networking event at British Council Exhibition in October 2019: 1 August 2019.