Promote your English summer courses to Vietnamese students

In response to the increasing trend of Vietnamese families sending their children to English summer courses abroad, the British Council is going to launch a marketing package to support UK ELT providers to promote English summer courses in the Vietnam market. The package focuses on providing opportunities for UK ELT providers to set up business relationships with a wide range of education agents and schools, at the same time raising their profiles to potential Vietnamese students and their parents via both online and offline marketing channels.

Market context

•Statistics from UKVI show a continued 7% increase in UK short term student visa applications from Vietnam in 2017, following significant growth of 145% in 2016. 63% of this visa type is Child student visa, i.e. students aged 11 to 18 going to English summer courses in the UK. Therefore, short-term ELT has strong growth potential in the Vietnam market.
• 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.
• 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.
Please refer to the following market news to learn more about the market for English summer courses in country as well as abroad: https://english.vietnamnet.vn/fms/education/202802/when-summer-costs-a-…

Marketing service package for UK ELT providers

The marketing package will raise awareness of the attractiveness of studying English in the UK to Vietnamese students and will help position UK ELT as one of the quality and affordable options for students. In addition, it will also help position UK ELT as a welcoming and professional partner for agents and counsellors to work with.

As part of the package, a workshop and networking event with education agents and counsellors will be held in conjunction with the English UK Roadshow Asia Pacific in Bangkok in November 2018, which aims to enable more UK ELT providers to attend the event in Vietnam.

1. Student facing campaign
1.1 ELT Display Zone as part of the flagship Study UK Exhibition in October 2018 (physical presence in country not required)

This is a complimentary student facing marketing service for ELT providers and for UK institutions who register to attend the Study UK Exhibition and want to promote English summer courses alongside other programmes.

Participating in the Display Zone, ELT providers can:
- Display institutional brochures, leaflets, information sheets, and guides about English summer courses
- Display video clips about institutional English summer courses on the screen of the Display Zone during the exhibition
- 1,400 students are expected to attend the Study UK exhibition, of whom 20% are expected to visit the ELT Display Zone

1.2 “Study English summer courses in the UK” Facebook Campaign
- Advertisement posts on “British Council Study UK Facebook” (8.5K followers in Vietnam) and “UK in my eyes” Facebook page (86K followers).
- The campaign will be implemented in January 2019 to help ELT providers enhance student recruitment for the summer 2019 intake.
- The campaign aims to reach an online audience of at least ten thousand.
Details can be found in the attached Proposal

2. Agents and Schools Relationship Brokering Service
2.1 Agents and Counsellors Workshop and Networking Event in November 2018
A workshop and networking event with counsellors from education agents and schools will be organised on 26 November in Hanoi and 27 November Ho Chi Minh City. The event aims to improve the knowledge of counsellors about English summer courses in the UK, as well as broker relationships between UK ELT providers and agents and schools. Please find details in the attached Proposal.

2.2 Agents relationship brokering service
UK ELT providers who can’t travel to Vietnam for the above-mentioned event can still be introduced to agents and school counsellors in Vietnam at any time during the year, via the following activities:
- Emails to a network of agents and counsellors
- UK ELT providers will be advised on and connected with education agents via emails or B2B meetings when visiting Vietnam. Up to 3-5 meetings will be set up (physical or virtual) with British Council staff to facilitate.

Participation fee
1. Student facing package: £700
2. Agents and Schools Relationships Brokering Service: £400 - £700
3. Full package: £1,200

Please find more details about the marketing service package in the attached Proposal.