In 2018, about 2,000 Vietnamese students left to study in the UK. The market research “Perception towards the UK” conducted by the British Embassy in Vietnam in March 2018 suggested that to increase study recruitment to Vietnam communication needs to change the perceptions of “high tuition fees”, “high living expenses” and “difficult application process”. Therefore we would like to work with you to deliver messages about affordability, value-for-money benefits and efficient application process, as well as showcasing visible outcomes, such as stories of successful UK alumni.

The online education talk-shows aim to support you as a UK institution to raise your institutional brand in a more impactful way and push student recruitment for the September intake 2019.

Timeline and topics of the three talk-shows:
o Talk-show 1:
13th March, 16:00 – 17:30
Topic: Study in the UK - A life-changing learning experience

o Talk-show 2:
14th March, 16:00 – 17:30:
Topic: UK pathway programmes – the best preparation for university life in the UK

o Talk-show 3:
14th March, 20:00 – 21:30
Topic: Boost your career with UK master programmes

Why will this series of online talk-shows be effective?
1. Partnership with an external media channel: The online talk-shows will be implemented in partnership with Vietnamnet (http://vietnamnet.vn) – one of the five leading E-newspapers in Vietnam.

2. Livestreaming technique: All online talk-shows will be livestreamed on digital platforms (Facebook fan pages of Vietnamnet and British Council). The Live streaming format will ensure a large online audience is reached, strong engagement with the target audience and good ROI measurement.

What is the target outcome of the online talk-show series?
 A total of 20,000 online audience reach in all digital communication channels promoting for the talk-shows
 1,000 unique page-views on Vietnamnet channels
 3,000 audience engagement on Facebook platforms
 Each talk-show attracts at least 200 online audience

How can I participate?
You can participate by nominating a representative of your institution to attend one of the online talk-shows. Ideally, your institutional representative would travel to Vietnam to attend one of the talk-shows at the Vietnamnet studio, located in Hanoi city.

If your institutional representative is unable to make this journey, you can participate in the online talk-shows on a virtual basis. This means you can watch the online talk-show when it is live-streamed on the Facebook platform and be ready to answer questions from online audience posted into the Comment box. We will arrange a moderator to provide simultaneous translation to ensure you follow the whole content of the talk-show.
Please refer to the Concept Note for more detailed guidance of participation.

Participation fee:
1. Talk-show 1: GBP 1,200 (attending in Vietnam is required for all participating institutions)
2. Talk-show 2: GBP 900 (attending in Vietnam); GBP 700 (attending virtually)
3. Talk-show 3: GBP 900 (attending in Vietnam); GBP 700 (attending virtually)
Each talk-show is open for five UK institutions to participate.

Participating in one of the online talk-shows will deliver the following advertising benefits:
• Two video clips and three Facebook promotion posts featuring your institutional strengths, education programmes, students’ testimonials will be advertised in the pre-event promotion campaign. KPI committed: 1,000 online audience reached.
• A three-minute introduction about key selling points of your institution to be broadcasted directly during the livestream talk-show.
• An additional advertising benefit if you participate in Talk-show 1: One advertorial on the Overseas Study page of Vietnamnet E-newspaper at http://vietnamnet.vn.

How can I apply?
If you are interested in this event, please contact:
Ta Thi Hong Lien
Senior Education Services Manager
British Council Vietnam
Tel: +84 4 3728 1931
Email: lien.ta@britishcouncil.org.vn
Registration will be treated on a first-come, first-served basis. Your institution will be given priority if your institutional representative can travel to Vietnam to participate directly in the talk-shows in March.
Deadline for application: 15 February 2019