Page 68 - StudyTravel Magazine April 2018 Issue

MARKET ANALYSIS STUDYTRAVEL MAGAZINE APRIL 2018 MARKET ANALYSIS STUDYTRAVEL MAGAZINE APRIL 2018

For Travelling Languages www.travellinglanguages. planning teacher training courses, says David. Active
com, an obstacle has been to introduce a different Language Learning obtained Eaquals accreditation
product to the market. Rosanna Fiorenza states, “The recently “which has proved to be very successful for
MEANS OF RECRUITING STUDENTS IN KEY POINTS
biggest challenge is always being compared with a sales”, says Kieron. And CEC, which celebrates its IRELAND, 2017
traditional programme. Also the way languages have 40th anniversary in 2018, is launching a Young Adult
always been taught makes it somehow diffi cult to Cambridge Preparation course for 16-to-19 year olds Agents 19
convince people that practice outside the class can be and an English and Soccer camp with Portuguese club Internet schools participated
more important than a formal lesson.” FC Porto. matthew@studytravel.network Local bookings
The competitiveness of Ireland’s sector didn’t Other means 67.5% 21% 6% 5.5% 37,134
deter a new entrant to the market in 2017. Apollo David O’Grady, CEO of Marketing total number of students
Language Centre www.apollolanguagecentre.com English in Ireland STUDENT NUMBERS BY AGE RANGE at the schools in 2017
opened in May, and Aoife Laban praises the marketing “We had our fi rst incoming junior agents
activities for attracting more than 2,000 students in fam trip from outside the EEA in late 40% 34% 214,635
the fi rst six months. “We are very excited about July. We started work on planning 29% total number of estimated
2018! We will celebrate Apollo’s fi rst birthday as a strategy with Enterprise Ireland student weeks at these
schools in 2017
well as opening two new summer centres.” for marketing ELT to adults. MEI 20% 14% 13%
Elsewhere, Future Learning has launched in- schools face 2018 with optimism and 7%
country winter programmes in India and China and is all report an excellent January.” 1.5% 1.5%

0%
8-11 12-15 16-18 19-24 25-30 31-50 51+

MARKETING SPEND PER SECTOR IN 2017 AVERAGE
COMMISSION
31% Commission PAID
1.5% Incentives
AGENCY COSTS 2.5% Agency brochure

CORK ENGLISH COLLEGE
LEARN ENGLISH IN IRELAND 35%
20.5% Agent workshops
EXCELLENCE IN TEACHING ENGLISH SINCE 1978
10% Marketing trips
4.5% Agency visits
4% Student exhibitions
3% Entertainment
TRAVEL COSTS

42%
14.5% Internet
8% Own brochures
ENGLISH LANGUAGE PROGRAMMES 0.5% Magazines for students
FOR ADULTS AND JUNIORS
CEC is an authorised Cambridge ESOL, IELTS, BULATS, TOEIC Years PUBLICITY COSTS 16.7% 23.4%
and TOLES examination centre in Cork. Est. 1978 – 2018
23% accommodation language
t: +353-21-4551522 e: info@corkenglishcollege.ie www.corkenglishcollege.ie (3 schools) courses

Thank you to the schools who participated in our survey. The full
list can be found at: bit.ly/MarketAnalysis-apr18
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