1. The Erasmus Mundus Global Promotion Project Action 4 co-ordinators meeting 29 February 2008 William Aitchison DG EAC - European Commission

2. 2 EM Global Promotion Project Aims of Erasmus Mundus Promote European quality offer in higher education Encourage incoming mobility of third-country graduate students and scholars Foster structured co-operation with third-country higher education institutions Improve profile, visibility and accessibility of European higher education in the world WHY A GLOBAL PROMOTION PROJECT?

3. 3 EM Global Promotion Project Definitions Timeline: 2007-2009 “Erasmus Mundus” Global Promotion Project “Europe” (EU, EFTA, candidate countries…) Target audiences (students/student bodies + secondary audiences – HEIs, parents, employers…) WHY A GLOBAL PROMOTION PROJECT?

4. 4 EM Global Promotion Project A growing market Perceptions of European Higher Education A common approach WHY A GLOBAL PROMOTION PROJECT?

5. 5 EM Global Promotion Project Number of internationally mobile students seeking an education abroad continues to rise - 1.8 million in 2001 2.5 million in 2004 and a projected 7.2 million in 2025 Recent research shows potential for Europe to increase its share of this market (EURODATA) Essential to boost interaction between European universities and partners in rest of world (Lisbon objectives) A GROWING MARKET

6. 6 EM Global Promotion Project “Perceptions of European HE in Third Countries” Study Europe in general is too little-known as a study destination among third-country students (fragmented, confusing, too culturally and linguistically diverse) Too “traditional” US is widely regarded as offering the “best quality” education, although Europe also scores highly PERCEPTIONS OF EUROPEAN HE

7. 7 EM Global Promotion Project Asian students ranked the US above Europe in: Quality of facilities Quality of education Most “prestigious” universities Reputation of degrees Chances of getting a job and staying on after graduation Work opportunities during studies PERCEPTIONS OF EUROPEAN HE

8. 8 EM Global Promotion Project Key strengths of European HE Quality of education Traditional and innovative Internationally compatible degrees (Bologna) PERCEPTIONS OF EUROPEAN HE

9. 9 EM Global Promotion Project Also Diversity (unique opportunities) Safety/Accessibility Affordability (“Value for money”) PERCEPTIONS OF EUROPEAN HE

10. 10 EM Global Promotion Project Creation of a clear European identity Build upon perceived strengths and correct misperceptions European “umbrella” brand, based on elements common to all European countries but allowing for tailor-made campaigns A COMMON APPROACH

11. 11 EM Global Promotion Project NOT Duplicating national promotion efforts (“Study in Europe” is a “window” onto European HE) Attempting to cover whole of EHEA Promoting individual HEIs or courses A COMMON APPROACH

12. 12 EM Global Promotion Project Overall objectives: help make European HE more easily accessible, enhancing its profile and visibility across the world; contribute to European competitiveness and promotion of international/intercultural understanding. Specific objectives: improve availability/accessibility of information on studying in Europe and advantages of doing so; enhance professional capacity of European HE to promote itself proactively as a place of study. GPP - OBJECTIVES

13. 13 EM Global Promotion Project Lot 1: Develop European “brand” and website Lot 2: Innovative services for international study Lot 3: Improve HE marketing techniques Lot 4: Events to promote European HE Lot 5: Media campaign/information materials GPP – 5 INTERRELATED STRANDS (LOTS)

14. 14 EM Global Promotion Project Development of European HE “brand” – logo + key messages (stakeholder workshops held in April 2007; brand will be publicised via Lot 5) Creation of “Study in Europe” website (32 countries - will be available in Chinese, English, French, Portuguese, Russian and Spanish + integrated with PLOTEUS search engine) GPP - LOT 1

15. 15 EM Global Promotion Project Feasibility study on online information service (call centre) for those seeking information on European HE Analysis of existing networks of promoters/national information offices in HE, recommendations for possible European network + pilot project in Mexico (2008-2009) Analysis of current trends in transnational education (offshore courses and campuses, online learning) + conference in May 2008 GPP – LOT 2

16. 16 EM Global Promotion Project Development of toolkit (guidelines, code of good practice) Workshops in January and April 2008 for national HE promoters and individual higher education institutions Advice on effective marketing and branding, campaigns, key messages about European HE, getting the most out of fairs, using agents, building a database of contacts, handling the press and media GPP – LOT 3

17. 17 EM Global Promotion Project Organisation of European HE fairs in Moscow (13- 15 November 2008) and Sao Paulo (March 2009) Accompanying promotional campaigns will allow for trialling of GPP products Compatibility with EHEFs in Asia GPP – LOT 4

18. 18 EM Global Promotion Project Development of media strategy using “Study in Europe” brand Trial media campaign around the EHEF in Brazil Development of a set of information products GPP – LOT 5

19. 19 EM Global Promotion Project GPP Communications Forum Promotional Skills Workshop on 17-18 April – exchange experience and ideas “Brand” participation (e.g. Fairs, thematic promotion, publicity materials) INVOLVEMENT OF EM CO-ORDINATORS

20. 20 EM Global Promotion Project Regional promotion projects BalticStudyNet, Barents Education Network, Go North! Subject/theme-related promotion projects AMEU, CBP3, E4DCs, ENHSA, EXAMPLE, ISEKI MUNDUS, LE:NOTRE, Mundus Musicalis, PENTA, SDPROMO Networks of European HE promoters Forum on Europe, PEHE-EACN, Tea Team POSSIBLE PROMOTIONAL GROUPINGS

21. 21 EM Global Promotion Project Distance learning ACTIVE, ACTIVE ASIA, EDU-Contact Improving mobility (recognition, services, etc.) BRIDGES-LAC, CHEMEPASS, CPCNASCE, EMIS, FASTQUAD, VALUE POSSIBLE PROMOTIONAL GROUPINGS