October 18, 2012

CAIS BOARDING IN CANADA 2012 Agenda 2:30 - Introductions and overview 2:50 -Marketing update and boarding video presentation 3:10 - Updates 3:30 - Project to Program?

Our History “In order to be effective, strategy should involve intuitive glimpses of possibility” - Henry Mitzberg

CAIS BOARDING IN CANADA 2012 Our Vision Why Canada? Why Boarding? How do you measure short-term and long-term success?

Collaborative eMarketing for Boarding Schools A rising tide lifts all ships October 24, 2009

CAIS BOARDING IN CANADA / / / / / / students Boarding Total Enrolment Comparison students 4814  4664  4404  4307  4154  4224 

CAIS BOARDING IN CANADA 2012 Guiding Principles Collaboration Engagement Respect Diversity Transparency Entrepreneurialism Responsibility Creativity Sustainability (Research)

BUSTING THE MYTHS ABOUT BOARDING CAIS BOARDING 2012

CAIS BOARDING IN CANADA 2012 Boarding Total Enrolment Comparison Region2010/ / /2013 WEST CENTRAL EAST TOTAL Increase of 83 boarders (28 schools) Increase of 127 boarders, (26 CBP schools) Of our 26 schools 7 decreased enrolment 5 maintained 14 increased

CAIS BOARDING IN CANADA 2012 YearTotal Canadian Boarding Students in Canada Total International Students in Canada 2011/ / # Change Boarding Total Enrolment Comparison Canadian boarding student enrolments have decreased by 8%. International students now make up 53.7% of our boarding enrolment (an increase by 14%)

CAIS BOARDING IN CANADA 2012 Canadian Enrolment Region2012/2013 WEST 991 (58%) CENTRAL 743 (37%) EAST 258 (44%) TOTAL1992 (46%) International Enrolment Region2012/2013 WEST 704 (42%) CENTRAL 1279 (63%) EAST 332 (56%) TOTAL2315 (54%)

CAIS BOARDING IN CANADA 2012 International Enrolment: Breakdown Country# of Boarding Students Studying in Canada % of International Enrolment China % Mexico % Hong Kong % Germany % United States of America % Korea, South % Taiwan 863.7% Russia 562.4% Japan 552.3% Saudi Arabia 441.9% 10 countries make up 80% of CAIS boarding schools’ international boarding student enrolment.

CAIS BOARDING IN CANADA 2012 New Boarding Students RegionTotal New Boarding Students 2012/2013 Total New Boarding Students 2012/2013 Recruited by fee paid agents WEST (20%) CENTRAL (35%) EAST (19%) CANADA (27%) Increasing use of fee paid agents by 3.5% from 2011/2012 to 2012/2013. New boarding students in 2012/2013 comprise 42% of total boarding enrolment.

CAIS BOARDING IN CANADA 2012 Total Monies Paid to Agents 2012/2013 RegionDollar amount paid to agents Average per student WEST $706, 720$5,084 CENTRAL $1,305,779$4,411 EAST $392, 230$7,004 CANADA $2,404,730$4,898 In 2012/2013, CAIS Boarding Schools recruited 491 students through international education agents. The lowest commission feed paid to an agent for 2012/2013 per one student ranged from $500 to $10,000.

CAIS BOARDING IN CANADA 2012 Financial Assistance 2012/2013 Region$ of Financial AssistanceAverage Award per Student WEST $3,437,220$2, CENTRAL $9,162,183$3,203,19 EAST $4,485,015$7,601,72 CANADA $14,296,580$3,345, % of Financial assistance awarded by CAIS Boarding Schools per year is allocated to Canadian boarding school students. 2.8% of Canadian ex-pat families receive financial assistance. 17 CAIS Boarding schools offer Financial Assistance to international students, which accounts for a total of 18.6% of FA available to boarders in 2012/2013.

CAIS BOARDING IN CANADA 2012 Updates Marketing Marketing Recruiting Recruiting Partnerships and Research Partnerships and Research Social Media Social Media

CAIS BOARDING IN CANADA 2012 Recruitment CAIS present in seven countries in 2012/2013 Two traditional market fairs (Bermuda and Mexico City) Three emerging market fairs (Turkey, Vietnam and Kazakhstan). CAIS will visit three emerging markets on behalf of CAIS Boarding Schools: Nigeria, Russia and Turkey. All but one CAIS boarding school participated in a CAIS recruitment event this year.

CAIS BOARDING IN CANADA 2012 Agents 3349 agents in our CAIS database. Of this group, 75 have been approved by our CAIS Agent List In 2011/2012, CAIS received 76 individual inquiries from agents about boarding schools in Canada. 37 "general inquiries.” Of these, 131 school connections made 39 inquiries were "specific.” Of these, 81 connections were made CAIS Fam Tour is on now!

CAIS BOARDING IN CANADA 2012 Partnerships NEMR Roundtable Meeting Imagine Canada TABS

CAIS BOARDING IN CANADA 2012 Research Boarding Parent Study - April 2012 Australian Research Invitation - Brad Papworth Enrolment Report – November 2012

CAIS BOARDING IN CANADA 2012 Social Media Update

CAIS BOARDING IN CANADA 2012 Social Media - Twitter

CAIS BOARDING IN CANADA 2012 Social Media - Facebook

CAIS BOARDING IN CANADA 2012 Social Media - YouTube

CAIS BOARDING IN CANADA 2012 Boardingschools.ca

CAIS BOARDING IN CANADA 2012 Project to Program? Membership Fee Chronology Membership Fee Chronology Discussion Discussion

CAIS BOARDING IN CANADA 2012 October 2009 In response to a 10% two year drop in CAIS boarding enrolment, the CBP was launched as a two year pilot. Cost $5000/school/year. The CAIS board agreed to support the CBP with the understanding that: - The vast majority of schools would participate - The CBP would be national in scope

CAIS BOARDING IN CANADA 2012 September 2011 CBP moved from two year pilot to two year project. A two tiered funding model was introduced. Basic fee: $4500, Premium fee: the equivalent of each individual school’s one boarding fee Fee range from $ 4,500 to $ 49,265. Of the 26, 18 premium members, 8 basic

CAIS BOARDING IN CANADA 2012 September 2012 CBP shifted to a single tier “progressive” fee model, based on the size of each school’s boarding enrolment. Fee range from $ 5,250 to $ 37,344, producing $ 614,687 annual revenue.

CAIS BOARDING IN CANADA 2012 September 2013 CBP “progressive” fee model proposed again. Assuming there remains a collective enthusiasm to continue the project, a key question emerges: How important is the long term sustainability of the CBP for CAIS and its member boarding schools?

CAIS BOARDING IN CANADA 2012 Status Quo (membership optional) Pro Schools maintain autonomy with their participation CBP may be more accountable to membership to demonstrate value

CAIS BOARDING IN CANADA 2012 Status Quo (membership optional) Con Lack of certainty for planning Compromise of goodwill amongst membership. Non participating schools derive benefit in spite of sanctions (removal from CBP website, no data, no recruitment or agent promotion)

CAIS BOARDING IN CANADA 2012 Con Sustainability may be compromised by prospect of: Less schools participating Less funding to deliver mandate Higher costs borne by less participants The project no longer compromises sufficient majority of CAIS boarding schools with a truly national scope Quantity and Quality of CAIS boarding school students may be compromised by prospect of less funding available.

CAIS BOARDING IN CANADA 2012 Project to Program (membership compulsory for all CAIS boarding schools) Pro Highly sustainable (planning more secure, revenue dependable, a longer term view and commitment) CAIS brand, reputation, quality of students enhanced for all CAIS boarding schools Goodwill enhanced amongst supportive members of the project. No longer would non fee paying CAIS members schools benefit.

CAIS BOARDING IN CANADA 2012 Project to Program (membership compulsory for all CAIS boarding schools) Con Loss of autonomy with participation CBP may become less accountable to membership to demonstrate value Goodwill compromised amongst less supportive members of the project Potential loss of CAIS school membership (All CAIS boarding schools would pay fee to remain in CAIS)

CAIS BOARDING IN CANADA 2012 Discussion.