Page 17 - StudyTravel Magazine December 2016 Issue

inSide tHe induStry

on the move

gavin dowling has accepted the Q&A
role of cOO at Eca www.eca.edu.
au, a group of colleges in the elt,
vocational and higher education
sectors with campuses in Sydney,
Melbourne and brisbane, australia. gavin has
extensive experience in the agency sector This month, Cheryl Delk-Le
having established agency go Study australia Good, Executive Director at English
in 2007 which has since grown to nine offices USA, talks about policy changes and
responsible for recruiting international students full name: englishuSa, the american
association of intensive english Programs
from europe to study in australia. diversification of member student
Year established: 1986
recruitment. no. of members: 472
bruna Ecke has been appointed types of members: uS-based intensive
Marketing Manager at language
schools new Zealand (lsnZ) WHaT HaS THE aSSoCIaTIoN BEEN uP To ovER THE PaST 12 english programmes
main role: to provide support, standards,
www.languageschool.co.nz in MoNTHS? and advocacy for intensive english
Queenstown, new zealand. Her In the past 12 months, we have increased our member-
duties will involve liaising with the school’s ship by nearly 10 per cent and now have over 470 mem- programmes in the uSa
code of practice: yes
agent representatives, social media and local ber programmes. We believe that this increase is due to agent workshops/fam trips: n/a
marketing. She will also support all Portuguese- the strengthening of our infrastructure and presence of W: www.englishusa.org
and Spanish-speaking students enrolled at the EnglishUSA at local, regional, and national conferences E: execdirector@englishusa.org
school. bruna was an lSnz student back in throughout the year. We have contracted with an asso-
2004 and worked at several agencies, including ciation management company to assist with membership
World Study in brazil, before joining lSnz in an coordination. In addition, the increase in attendees at
administrative capacity at the beginning of 2016. our own annual signature events, the Stakeholders Conference in October and the Professional
Development Conference (PDC) in January, shows a continued commitment and interest in shar-
abls accreditation www. ing best practices among colleagues. The EnglishUSA Board also began work on a new five-year
ablsaccreditation.co.uk in the uK strategic plan back in January 2016, which was implemented in October 2016.
has appointed mark Hitchcock as
chief inspector. an experienced eFl HoW WILL THE SEvP FINaL GuIDaNCE oN CoNDITIoNaL aDMISSIoNS aFFECT ENGLISHuSa MEMBERS RE-
professional who has been an active CRuITING INTERNaTIoNaL STuDENTS?
member of the inspectorate team for almost 10 The conditional admissions final guidance was not unexpected; the students’ I-20s need to match
years, he also holds senior management roles the programme in which they are enrolled. Programmes and institutions can and will continue to
within uK higher education and has advised issue letters that admit students conditionally to degree programmes following the completion of
language schools on a range of management and a language or bridge programme. It will be crucial for programmes to ensure that their admissions
academic challenges. in this new role, he will be and application information is clear to students and agents.
helping to deliver the next stage of development
within the organisation with the mission to aRE MEMBERS CuRRENTLY LooKING To aNY NEW/EMERGING MaRKETS FoR STuDENT RECRuITMENT?
provide additional support to schools across the Many programmes had large populations of sponsored students from Saudi Arabia, and even
language sector. though this programme is still in operation, the parameters have changed related to the initial
granting of the scholarships. Many of our members have welcomed students from Mexico through
ciaran baillie has been appointed the Proyecta programme and are looking at additional markets to collaborate with sponsored stu-
as the new course Manager for dent agencies and government initiatives, such as emerging markets in the Middle East, Vietnam,
adults and executives at living and Latin and South American countries.
learning English (llE) www.
livingenglish.com in the uK. ciaran HoW aRE MEMBER SCHooLS WoRKING To CoMBaT THE DECREaSE IN ENRoLMENTS?
has worked in the eFl industry since 2010 in Some programmes are expanding and strengthening their agent network. Some programmes with-
various areas, from administration to sales and in institutions are partnering with outside companies to increase recruitment efforts. Others are
marketing, as well as teaching general english focusing on retention efforts and personalising the relationship with students. Special and short-
and business english in Spain, belgium, the uK term programmes that may have only been offered in the summer months or for special groups are
and colombia. He is looking forward to putting also being expanded into other time periods of the year.
his broad range of industry experience into
practice at lle. HoW WaS THE GaELa WoRKSHoP IN LoNDoN?
The Gaela meeting in London [prior to ST Alphe UK] is one of the most useful venues for discuss-
ranny Kundi has been appointed ing best practices among the country associations. EnglishUSA hopes to continue communication
Marketing Manager at study links with the country associations throughout the year to discuss strategies for working with government
www.studylinks.com, a guardianship agencies, as well as strengthening the sharing of information among the organisations in this valu-
and homestay provider in the uK. His able alliance.
duties will involve strategic planning
and implementing marketing campaigns, WHaT DoES THE aSSoCIaTIoN HavE PLaNNED FoR ITS uPCoMING PDC IN MoNTEREY, CaLIFoRNIa?
networking with agents and organising all of We will have over 60 concurrent sessions and posters and for the first time, we will also feature an
Study link’s digital marketing communications. opening speaker, Dr Kathleen Bailey, a senior faculty member at MIIS. Attendees can be guaran-
ranny has previously worked within the events teed quality sessions covering a variety of topics in curriculum and innovative programming, mar-
industry for five years. keting and recruiting, visa regulation and compliance, and student services and support.

14 | Studytravel Magazine | deceMber 2016