UK Higher Education Institutions (HEIs) are invited to participate in the British Council China’s 2023 Agents and School Counsellors Digital Campaign.

Funded by the British Council, the Campaign aims to promote a Chinese version of e-toolkit, with content contributed by the UK HEIs, to support education agents and international school counsellors in China to develop a deeper understanding of the competitive edges of UK education and to equip them with the latest trends and insights of the value of UK education with a view towards 2023-2024 recruitment. 

In order to best leverage the e-toolkit, the Campaign will run digital promotions to reach an estimate of 6,500 education agents and international school counsellors in China over a span of six months (February – July 2023) via accompanying advertorials highlighting key content from the e-toolkit. These will be released through paid advertising channels, including WeChat and Weibo, as well as organic channels through British Council owned social media channels. Participating UK HEIs will enjoy the opportunity of raising their profile and brand awareness among a large audience of education influencers at this exciting time when China reopens in 2023.

Benefits for UK participating institutions

• Increase your profile and brand exposure in China among education influencers with a potential of further 2,000,000 interested public audience
• Boost your 2023-2024 student recruitment and beyond, by promoting information on student experience, education quality and career prospects

Campaign format

• The Campaign will help promote studying in the UK as a whole while raising the profile of individual participating institutions.
• The target audience will be education agents and international school counselors in China who remain powerful decision influencers of Chinese students and parents.
• Participating institutions are expected to supply video clips or/and articles about themes at your choice (see the list below). British Council will then select the ones best fit with individual themes for editing to be included in the e-toolkit.

Marketing channels

The articles and video clips produced for the Campaign will be promoted through a range of digital channels, including the following:

• British Council China’s WeChat account designated for agents and counsellors – 27,000 followers
• British Council’s agent and counselor e-community – 5,000 members
• British Council China’s StudyUK Weibo account – 290,000 followers

How do UK institutions participate in the campaign?

1. In the Campaign Application (see link below), participating institutions choose up to 10 themes from a list of 33 for which you are expected to provide content later.

2. Once your participation is confirmed, participating institutions will be expected to prepare and send the British Council the related content for each of the selected themes. A Content Collection Form with detailed guidance and technical requirements will be shared with you upon confirmation of your participation.

3. Participating institution can submit any existing video clips or/and articles for each selected theme. There are no restrictions on the language used (i.e., English or Chinese) or length. Creating something dedicated to this Campaign will be a bonus but not expected. British Council will select the most relevant content in the best quality to be edited for the e-toolkit. Please note that the choice of the promotional content is at the British Council’s discretion. Contribution of all participating institutions will be credited in the e-toolkit, regardless of whether their provided content is used or not.
4. Participation cost: free

HOW TO APPLY

To register your interest in participating the Campaign, please complete the Campaign Application online. The deadline is Wednesday 8 February 2023.

Confirmations will be made on a first-come-first-served basis.

CONTACT INFORMATION:

For more information or queries, please contact:

Mandy Deng

Programme Manager, Education

British Council China

E: mandy.deng@britishcouncil.org.cn