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.
Themes to be covered |
Study related: Topic 1: Innovative teaching approaches and teaching quality of UK institutions Topic 2: Influential research and academic achievement of UK institutions Topic 3: Diverse types of assessments and learning activities of UK institutions Topic 4: Developing critical thinking and independent problem-solving skills Topic 5: Overall academic performance of Chinese students in the UK (supported by solid statistics and evidence) Topic 6: Recommendations on STEM programmes for Chinese students Topic 7: Recommendations on the latest or new subjects for Chinese students Topic 8: Teaching quality insurance Application related: Topic 9: Supports for Chinese education agents during the student recruitment period Topic 10: Working with UK institutions on undergraduate applications via UCAS Topic 11: Working with UK institutions on master and PhD applications Topic 12: The latest on Chinese students recruitment, entry requirements and trends Topic 13: Top tips on how to increase the application success rate Student support related: Topic 14: Supports for Chinese students in improving their academic English Topic 15: Supports for Chinese students in adjusting to the academic study/environment in the UK Topic 16: Supports for Chinese students in making the best of their life in the UK Student life in the UK: Topic 17: Safeguarding students’ health and safety in the UK Topic 18: Convenient life that Chinese students have in the UK Topic 19: Student Union and societies in UK institutions Topic 20: Diverse and exciting environment in UK institutions Topic 21: Connection with Europe (academic programmes or/and working on live briefs) Career development in the UK: Topic 22: Career development support Chinese student receive from UK institutions Topic 23: Work placement and Internship available to students Topic 24: Industry connections provided by UK institutions Topic 25: Opportunities to work on live briefs on and off campus Topic 26: Career prospects of Chinese students (supported by solid statistics and evidence) Topic 27: Testimonials from Chinese and international employers on the value of UK degrees Topic 28: Opportunities the Graduate Route visa offer to Chinese students Chinese student / parent testimonials: Topic 29: Benefits of studying in the UK related to academic performance and skills Topic 30: Benefits of studying in the UK related to personal development Topic 31: Benefits of studying in the UK related to career development Topic 32: Life experience in the UK - cultural difference Topic 33: Life experience in the UK – diverse and exciting life experience |
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?
- 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.
- 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.
- 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.
- 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