Page 24 - StudyTravel Magazine December 2016 Issue

secondary

SecOndary FOcuS canada

canadian secondary school

trends

Over the years, there have been some fl uctuations in nationality trends at Canadian secondary schools.
Georgina Deacon talks to schools to fi nd out their latest marketing eff orts.

chools in the Canadian secondary Germany and Brazil”. Brent praises the work says Sally Stacey who adds that their schools
sector report that their nationality done by Caps-I www.caps-i.ca in helping the have a “very diverse” nationality mix. “Our
trends have changed in recent Canadian embassies in China and Vietnam Italian numbers have increased signifi cantly
S years, resulting in a shift in how become more comfortable with issuing in the past four years as Italian parents are
they market courses and recruit students. At Study Permits. Th e association has also now recognising the value in sending their
Brentwood College School www.brentwood. organised trade missions to China in 2015, child abroad for a year.” Sally adds that their
bc.ca in Mill Bay, BC, Ian McPherson notes and Vietnam and Italy in 2016, to assist in numbers from Korea “crashed about six years
that the majority of their student body is international recruitment. ago” but are slowly back on the up. Echoing
Canadian, at around 80 per cent. Th e other Vietnam is a growing market at Braemar a similar trend to Pembina, Burnaby schools
20 per cent is made up of roughly fi ve per College www.braemarcollege.com in have also witnessed a decrease in German
cent from the USA, and the other 15 per Toronto, ON, according to Blair McDonald, students. “Numbers suff ered with the
cent from 40 diff erent countries. “Th e split who adds that it is the school’s fourth largest German switch in their school system from
among the international nationalities is source country and “grew faster over the last 13 years to 12. Now we get younger students
pretty consistent, although students from 12 months than any other market by far – up and students usually staying for one semester
Mexico and Germany are neck and neck for (fi ve months) instead of one year (10 months)
“This increase in Nigeria
third,” notes Ian. as previously,” says Sally.
Students from Mexico are also in third When it comes to marketing, schools
place at Luther College High School www. is related to working with have moved towards developing their online
a reputable agency”
luthercollege.edu/high-school in Regina, presence, whether that’s in the form of their
SK, with China in fi rst place and African website, student blog, video testimonials
countries (Nigeria, Ghana and Zambia) in and social media platforms. Although Ian
second. “For the past four years, enrolments 450 per cent over our intake in September at Brentwood College School notes that
from mainland China have been very 2015”. He adds that Turkey has increased word-of-mouth is still a “key driver” in
strong,” says Alison Keramati. “Within substantially – by 185 per cent – and is now getting students to enrol at the school, he
the last year, there is a strong interest from their second largest market, and there has says, “Th e past several years have seen us
students in Nigeria. Th is increase in Nigeria also been a small increase from Russia by shift our marketing support to digital and
is specially related to working closely with a 17 per cent, their third largest. Like many online media to be more effi cient with our
reputable agency.” schools, China is their top source country. advertising spend and more targeted in our
Partnering with agents is a vital tool for “Vietnam’s economy is growing at a fast market segmentation.”
Canadian secondary schools. At Pembina rate and Turkey appears to be more of a At Luther College High School, Alison
Trails School Division www.pembinatrails. geopolitical situation. After the attempted says they have recently improved their
ca in Winnipeg, MB, agents are described coup the applications began to fl ood in,” website which includes links to social media
as an “integral component to this business” notes Blair. profi les, and have also posted student-
by Brent Poole. He continues, “Certainly, China is the top nationality at Burnaby produced videos online highlighting school
as time goes on, our database of agents School District #41, www.sd41.bc.ca, BC, activities and student involvement.
continues to grow – especially with new and has been steady for the past six years, georgina@studytravel.network
markets coming on board – resulting in more
of our students accessing our programmes via
updated courses and pathways
agents.” In terms of enrolment, Brent notes
that 20 source countries were represented, as a response to changing student trends, schools have ensured their profi les of courses are the most
with the top three – China, South Korea and attractive they can be. at brentwood college School, “international students tend to be more focused
Italy – making up 65 per cent of the student on science/engineering/business over arts/humanities/social sciences,” notes ian McPherson. “So,
while we have not created any new courses as a refl ex, we are cognisant of and responsive to demand.”
body. Korea was their number one source
improved eSl programming has been developed at luther college High School, according to alison
country for many years until it was overtaken Keramati. the school has also noticed a trend in students wanting to attend post-secondary institutions
PHOtOS: braeMar cOllege second,” says Brent. “Our number of students post-secondary studies,” says alison.
with possible immigration pathways. “We have also had our post-secondary counsellor develop a very
by China in 2013. “Korea is now a distant
strong partnership with the local university international student offi ce to ensure a smooth transition into
from China has quadrupled since 2010.”
at braemar college, “We have shifted the emphasis of our summer programme towards a more
Other recent trends at the school include
academic bent. this clearly distinguishes them from summer camp and builds on the strengths of our
college,” notes blair Mcdonald. Meanwhile, at Pembina trails School division, “Most international stu-
“an increase in students from Europe
dents request high-level maths/science/english courses which we are pleased to offer. [We have also]
(specifi cally Italy, Spain and Belgium) and
increased the number of sections available in some popular courses (e.g. dance).”
Vietnam and a decrease in students from
deceMber 2016 | Studytravel Magazine | 21