Statistics from English UK show that in 2016 around 25,000 students from Mainland China enrolled on short-term courses in the UK, a 13 per cent increase from 2015. Further to this, the British Council’s agent registration data shows that the number of agents sending students to UK summer schools has grown by approximately 15 per cent per year over the last four years to cater for the growing demand in the market.
These programmes offer an excellent opportunity for students to either enhance their knowledge of the English language or focus on a specific subject area. The programmes help students to experience an international education and broaden their international horizons whilst acting as a taster opportunity for students considering full time education abroad.
To support UK institutions in this growing area of the market, the British Council China is organising a China ELT campaign for British universities to raise their profiles and recruit students in China for short term programmes.
Promotion activities
- ELT Zone at the China Education Expo 2017 in Beijing
21-22 October 2017, Beijing
Methods | Details |
Video screenings | Promotional films about participating institutions’ ELT programmes will be played on loop at the ELT Zone |
ELT poster and booklet
| UK universities are invited to contribute content for an onsite poster at the ELT Zone Individual ELT programme booklets and flyers will be displayed to showcase programmes to students and parents who visit the exhibition |
Onsite counselling by institution representatives or alumni (applicable for exhibitors only)
| Face-to-face interaction with prospective students and parents (Participation in the counselling is limited to one representative from each participating institution. A maximum of four UK institutions may be represented at the ELT Zone) |
British Council staff will be on hand to provide support and answer general enquiries on UK education.
- 2017-2018 Study UK-Discover You ELT booklet - China edition
October 2017
A Chinese language brochure that focuses on UK ELT programmes offered by UK universities, schools, colleges and languages schools. Students in China who are interested in studying in the UK will use it to gain programme and visa information. The booklet will also be used in British Council China agent workshops to link with agents’ business.
Promotion and distribution of the booklet will be coordinated with other Education UK marketing initiatives in China to gain maximum exposure.
- 2018 ELT Social Media Campaign
27 February – 31 March 2018
Digital and social media promotion in China (Study UK WeChat + British Council agent WeChat - audience reach: 100,000 +)
The British Council China will provide support on content creation and advice on messaging that speaks to the target audience in China.
Participation fees
| Promotion activities | Fee breakdown |
|---|---|
| ELT Zone at the China Education Expo 2017 in Beijing | |
| GBP 500 |
2017-2018 Study UK-Discover You ELT booklet - China edition
| GBP 600 GBP 1,000 |
2018 ELT Social Media Campaign Study UK WeChat + British Council agent WeChat + Study UK Weibo |
GBP1,000 |
Please note all prices are exclusive of VAT, unless otherwise stated.
Please complete the application form and return to Ms Su Si at su.si@britishcouncil.org.cn as an attachment by Thursday 14 September 2017.
Places will be allocated on a first-come, first-served basis.
| Attachment |
|---|
| China ELT campaign - application form.docx |