British Council Kazakhstan held their annual Education UK exhibition in October 2016.
The 2016 Exhibition hosted representatives from 29 UK institutions who positively engaged with prospective students, providing the audience with information on educational opportunities and subject choices. Alongside the main exhibition, a series of seminars were also held, with topics covered including “How to finance your studies in the UK”.
The event attracted 1718 visitors. The number of visitors attending the exhibition for Almaty and Astana decreased as compared to 2015. We believe that this was probably related to the current difficult economic situation in Kazakhstan. However, many exhibitors noted that the quality of visitors was good, with 91% per cent of exhibitors considering the quality of visitors as good and average.
This year’s marketing campaign was improved and promotion was more targeted than in previous years, with a focus on establishing better connections with schools, universities and agents. The media plan, focusing on digital promotion, was the main PR campaign component, and was supported by traditional advertising (newspaper articles and email distribution). The British Council worked directly with private and state schools and universities, as well as education agents, to ensure wide outreach to target audiences.