Edu-Canada II: The new Education Sector Council approach to attracting the Best & Brightest to Canada March 15, 2010

2 The story so far… Results of Edu-Canada 1:  Partnership with P/Ts on the new Brand  Demonstrated economic benefits of international students ($6.5B/year)  Enhanced Canada’s Signature events  Laid the foundation for improving DFAIT services to Education clients (TCS Key services, Edu-CanadaPRO)  Missions organising more than ever before Gaps of Edu-Canada 1  Attraction of Highly Qualified Persons (HQP) lagging  Closure of CECN has limited Canadian reach in priority markets  Client service to international students weak (website, counselling)  Promotion limited in many important markets  Canada still losing market share to competitors

3 The story so far… Flows of Foreign students in Canada

4 The story so far… Stock of Foreign students in Canada

5 The Government is Committed Advantage Canada, November 2006: Setting the agenda Cabinet approved Edu-Canada Initiative (within Global Commerce Strategy 1.0) – December 2006 Budget 2007  Funding Edu-Canada Initiative to develop & launch Education Brand with P/Ts & to pursue priority markets ($1M per year) Science & Technology Strategy, May 2007  Linking scholarships & marketing Budget 2008  Funding Vanier Canada Graduate Scholarships  Increased funds for processing study permit applications/CIC Speech from the Throne, November 2008 – Reaffirmed commitment Budget 2010  Funding Post-doctoral fellowships for international students BUT EXISTING BUDGET LEVELS FOR PROMOTION ARE INSUFFICIENT TO GET THE JOB DONE!

6 Edu-Canada 2  Let’s recognize that the Federal government cannot (will not) do it alone…  Need to create a partnership between the Federal government, provincial governments & associations  Need buy-in and financial contribution of institutions SOLUTION: Create a Pan-Canadian Sector Council for International Education, organized by the five core associations (CBIE, AUCC, ACCC, CAPS-I and Languages Canada) and with the active/financial support of the Federal government (DFAIT & CIC) and the CMEC/provinces

7 Funding for the Education Sector Council  Funded through a special voluntary levy of $100 per international student in Canada, similar to tourism promotion taxes collected by hotels.  CBIE, AUCC, ACCC, CAPS-I and Languages Canada Board of Directors would vote to collect the $100 levy/student from each of their members (if an institution is a member or more than one association, it would only pay once)  Such institutions represent approx. 95% of international students in Canada or approx students x $100 = $  Membership in Sector Council (and payment of $100/student levy) tied to the use of Brand and possibility of participating in education fairs organized by Embassies  New Sector Council co-located with CBIE, who would also provide support in initial set-up phase.

8 Government Funding  HRSDC contribution - TBC from the Sector Council Program  DFAIT contribution: $900K 7 FTEs (Edu-Canada team co-located with the Sector Council along the Sector Practice Model line) - value of $500K $300K in Ops funding $100K in G&C  CMEC contribution: $100K 1 FTE – Value of $70K $30K in Ops funding

9 Org Chart on new Sector Council CMEC – P/Ts Education Sector Council Government NGO DFAIT Consortium of Associations DFAIT Missions abroad Counsel students Support mission promotion projects Implement targets Set strategic targets for the market Coordinate work with service centres Integrates objectives into foreign policy Strategic operations Implements objectives Coordinates service centres & institutions Manages websites Manages Signature events Service centres abroad FPCCERIA Sets policy & general objectives meets twice a year

10 Governance 15 members of the Board of Directors of the Education Sector Council:  Non-government Representatives: One representative from each of the national associations (CBIE, AUCC, ACCC, CAPSI & Languages Canada)  Government representatives: Two representatives from the Federal government (DFAIT & CIC); Three representatives from the Provincial governments  Five members-at-large, elected by the Board. Board of Directors would chart course of the organisation, choosing priority markets, adopting marketing strategy, etc. Sector Council Secretariat would implement marketing strategy, manage the offices abroad, manage websites, coordinate promotion events, etc Canadian missions abroad key to delivering services to institutions.

11 Moving Forward Main elements of the new strategy: Leverage our Brand and Internet presence Strengthen our overseas presence Improve strategic client service Proposed strategy based on:  best practices of Canadian missions abroad;  extensive consultations with the sector;  research of what our competitors are doing; and  recommendations of the Illuminate Consulting Group (a consultancy renowned in the international education sector, commissioned by DFAIT to look at the future of Canada’s education marketing sector). OBJECTIVE: Deliver on Competition Panel Report recommendations to: increase Canada’s global share of foreign students, and set a goal of doubling Canada’s number of international students within a decade.” (400,000 students by 2020)