International Education Agent Management A Best Practice Guide for the Queensland VET Sector Provider Resources List of Forms and Templates Agent Management Process ....................................................................................................................... 3 Example of an International Education Agent Application Form................................................................ 4 Example of Provider Information (International Prospectus) ..................................................................... 7 Example of an Educational Referee Report ................................................................................................ 8 Example of a Student Referee Report......................................................................................................... 9 Process Checklist: New Agent Application ................................................................................................ 10 Example of Rejection Letter ...................................................................................................................... 11 Example of Education Agent Acceptance Letter ....................................................................................... 12 Example of Education Agent Certificate of Appointment ......................................................................... 13 Example of Order Form for Promotional Materials .................................................................................. 14 Example of Agents Manual Contents ........................................................................................................ 15 Example of Agent Database / Register...................................................................................................... 16 Example of an Agent Annual Communication Plan................................................................................... 17 Example of Performance Review of Agent Template ............................................................................... 18 Example of an Renewal of Education Agents Contract Letter .................................................................. 19 Example of Non‐Renewal of Contract Letter ............................................................................................ 20 Example of Letter of Termination ............................................................................................................. 21 Disclaimer This Guide, ‘International Education Agent Management: A Best Practice Guide for the Queensland VET Sector’, has been developed to provide ideas and examples on recognised industry good practice in international education agent management. It has been developed in good faith to support the Queensland VET sector and is intended for use as a source of ideas and options that can be adapted and customised for a provider’s unique situation. The Queensland Government recommends you obtain legal advice before proceeding. 2
Agent Management Process Stage Process 1.
Identifying Agents 2.
Appointing Agents •
Agent completes application •
Gathering Information •
3.
Ongoing Agent Management 4.
Review 5.
Exit Templates and Forms •
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Application Form Application Letter Provider Information Business Referee Report Student Referee Report Assessment of Application •
Process Checklist •
Notification •
Record Keeping Rejection Letter Acceptance Letter (summary of contract) Certificate of Appointment Request for Marketing Material Example Procedures Manual Template Example of Agent Database •
Customer Relationship Management •
Review Performance •
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Notification of Review •
•
Renewal Letter Letter advising of non‐renewal of contract •
Exit •
Letter of Termination Example of Communication Plan Example of Agent Diary Performance table template 3
Example of an International Education Agent Application Form <<Insert Logo>> Application for consideration to be appointed as an education agent Company Profile Company Details Company Name Street Address Postal Address Phone Web Fax Skype Email Contact Officers Insert more fields as required Company Director / Principal Position Phone Email Alternative Representative Phone Email Company Background Business Registration (ABN) No. Details of registering country and authority Has the company or any individual within the company every been involved in past, pending, threatened or potential litigation, arbitration, administrative actions or other disputes Business Profile/Strategic Plan If agent located in Australia require ABN if located offshore ask for evidence of local business registration requirements Key Business Activities (List) Y/N (please attach) Y/N (please attach) Year founded Years as an education agent Number of staff EATC Training (PEIR Online) Y / N Number of offices (locations) Sub‐agencies Partnerships with other agencies (List) Associations/ affiliations with other relevant organisations (List) Organisational Chart 4
Associations with any local authorities / governments / councils/etc. (List) China Approval Marketing Is your agency on the Chinese list of approved Agents by the Ministry of Education or under an approved agreement? Provide details: Please indicate the geographical territory you will service. Provide description of your target market, trends, demands etc. Proposal for promotion and marketing in the territories. Performance Number of students sent abroad each year. Proposed number of students sent to us in the next year. Service Fees and Charges What services do you provide for students. Please provide details of any fees you charge students. Referees Educational Referees (x2) Name Position Organisation Address Phone Email Student Referees (x2) Name Address Phone Email Organisation/Institution studying Declaration I am interested in representing you as an educational representative and I agree to do so in an honest and professional manner. I agree to: • Regularly monitor policies and changes to the policies as reported on the DIAC website. • Regularly monitor policies and regulations and changes to these policies and regulations as reported on the DEEWR website. • I have read the National Code of Practice for Registration Authorities and Providers of Education and Training to Overseas Students (2007) and agree to adhere to the relevant Standards. Signed Name Date Organisation Position 5
Example of an Application Letter <<Insert Logo>> <<Date>> [Click here and type recipient’s address] Dear <<agent’s name>> RE: Application to become an Education Agent for <<organisation>> Thank you for your interest in representing and working with <<organisation>> as an Educational Representative. Please find enclosed an Agent Application Package. This package is for agents who: •
Have never been registered as a <<organisation>> educational agent, •
Have not been registered in the last twelve months. <<organisation>> values the development of strong relationships with our Educational Representatives and ensuring mutually beneficial outcomes. We expect all of our Educational Representatives to behave professionally with the highest ethical standards at all times. Before making an application we strongly encourage you to read the following: •
<<organisation>> International Student Prospectus – www.xxxx, •
ESOS Act (2000) and the National Code (2007) ‐ www.deewr.gov.au/esos, •
It is also recommended that you visit the Department of Immigration and Citizenship (DIAC) website – www.immi.gov.au . If you decide to apply to become an Educational Representative for <<organisation>> you must answer all questions on the enclosed application form. All of the information MUST be in English or translated into English from a notary office in your country. It is also important to note that two of your referees must come from the educational sector. Once you have completed the application please sign and return the form. Your application will be assessed on the basis of your experience and the strategic alignment of your application with our needs. We look forward to receiving your application. If you have any queries please do not hesitate to contact us on <<organisational contract details>> Yours sincerely, [Click here and type your name] [Click here and type job title] 6
Example of Provider Information (International Prospectus) 1. Title Page 2. Welcome from CEO/Principal 3. Organisational Profile a.
b.
c.
d.
History Reputation Professional memberships/alliances Fast Facts 4. City profile a. <<organisation in>> Brisbane b. City profile (Fast Facts) c. Cost of Living 5. Why choose <<Organisation>> 6. Student support services a.
b.
c.
d.
e.
f.
g.
h.
i.
Overseas Student Health Cover Airport reception Accommodation Orientation Personal support Social activities College facilities English language support Employment opportunities 7. Study Options 8. Training Course Guide 9. Financial Information a.
b.
c.
d.
Tuition fees Fee Refund policies Scholarships Employment options 10. Admissions Information a. Entry requirements b. English Language Partners c. International partners i. Agents ii. Colleges d. Application Procedures 7
Example of an Educational Referee Report <<Insert Logo>> Agent Referee Report Company Details Name of Agent Reference Check Phone/Email/Post Date Checked Referees Name Position within the organisation Name of Organisation Phone Email Skype Background Information What is the nature of your business relationship with the applicant? How long have you had a business relationship with the applicant? What do you consider are the applicant’s key strengths? Do you have any comments or issues that may impact on the applicant’s knowledge, skills and ability to produce outcomes? Marketing and Recruitment Do you have any comments on the applicant’s ability to recruit students and generate business? How do you find the quality of applications and students being submitted by this applicant? Any additional comments I declare that this information is true and correct Signed: (referee or interviewed by) Date 8
Example of a Student Referee Report <<Insert Logo>> Student Referee Report Name of Agent Reference Check Phone/Email/Post Date Checked Referees Name Phone Email Skype Name and country of education institution What was the nature of your association with the applicant eg. agent, travel agent, migration adviser. What services did the applicant provide to you? What do you consider the applicant’s key strengths? Do you have any comments or issues on the service and advice you received from the applicant? Any additional comments I declare that this information is true and correct Signed: (referee or interviewed by) Date 9
Process Checklist: New Agent Application Agent Name Territory/ies Action Officer Date Comments 1 Send agent application package … Covering Letter … Application Form Receive application form back from agent … Signed by the agent. … Referees provided Application Assessed … Referees contacted … Application assessed against organisational agent objectives … Agent marketing plan assessed Application Approved … Generate Letter of Acceptance (Cover letter) … Generate 2 copies of Education Agent Agreement. … Send signed documents to Education Agent for signing. Application Rejected … Send rejection letter … Signed Education Agent Agreement returned … Generate Education Agent Certificate. … Agent Manual … Send pack to agent … Send marketing material eg International Prospectus to agent. Enter agent details on agent database 2. 3 4 5 6 10
Example of Rejection Letter <<Insert Logo>> <<date>> [Click here and type recipient’s address] Dear <<agents name>> RE: Application to represent <organisation> as an Education Agent I am writing to you in regard to your recent application to represent <organisation> as an Education Agent. Thank you for your application and interest however we are not appointing agents within <<territory>> at present. <<organisation>> values the development of long term mutually beneficial partnerships with our approved Education Agents. At the present time <<territory>> is being serviced through a number of established Education Agents. If you disagree with this decision you have the right to appeal. Please contact {your organisation} for information on the appeal process. We will keep your application on file and if any opportunities arise where we can work together in the future we will contact you. Thank you again for your application and we wish you success in your business. Yours sincerely, [Click here and type your name] [Click here and type job title] 11
Example of Education Agent Acceptance Letter <<Insert Logo>> <<Date>> [Click here and type recipient’s address] Dear <<agents name>> RE: Application to represent <organisation> as an Education Agent in <territory> I am writing to you in regard to your recent application to represent <organisation> as an Education Agent in <territory>. I am pleased to advise that your application has been successful. <<organisation>> values the development of a long term mutually beneficial partnership with your organisation and would like to formalise this commitment through the signing of an Educational Agent Agreement. It is with pleasure that we enclose two copies of the Agent Agreement between <<agents company>> and <<your organisation>>, in accordance with the ESOS Act 2000. If you would like to accept this offer please sign both agreements and return one to us at your earliest convenience. Once we have received confirmation of your acceptance through receipt of the signed contract we will forward your Agent Certificate of Appointment, brochures and promotional material order form. We thank you for your support and look forward to a long and successful partnership. Yours sincerely, [Click here and type your name] [Click here and type job title] 12
Example of Education Agent Certificate of Appointment <Insert Logo> CERTIFICATE OF APPOINTMENT Authorised Education Agent representing <organisation> This is to certify that <Education Agent Company> Has the authority to provide information on courses and assist prospective students with their application and enrolment process with <organisation>. This is in accordance with the ESOS Act (2000) and The National Code (2007). <<Contract Signing Date>> until <Contract Expiry Date>> Signed: 13
Example of Order Form for Promotional Materials <<Insert Logo>> Order Form for Promotional Materials Contact Name Company Name Company Postal Address Email Phone No: We wish to request the following promotional materials: Materials Quantity Please complete this form and return to: <contact name> <Organisation> <Address> <Email> <Fax> 14
Example of Agents Manual Contents 1. Welcome 2. General information for students and agents a. Studying and living in <where your RTO location> b. About your organisation c. Discipline areas d. Course information e. How to apply f. Credit transfer (RPL) g. Fees h. International scholarships i. Pre‐departure and arrival j. Orientation k. Late arrival 3. Application Submission a. Application procedures b. Contact details c. How to track application 4. General Financial Procedures a. How to invoice b. When to invoice c. What to invoice d. Refunds e. Contact details 5. Marketing a. How to order promotional materials b. Contact details c. Events and exhibitions attending over the next twelve months 6. Communication a. Upcoming agent events b. E‐News letter c. Training and communication opportunities d. Feedback form 7. Links a. ESOS b. DIAC c. DEEWR 15
Example of Agent Database / Register Agent ID Company Name Contact person Email Phone Postal Address Approved Territory/ies Representative since Agreement signed date Agreement Renewal Date Note: If this register is developed in Excel you can then sort agents within certain territories, agents with a similar renewal date, etc. 16 Example of an Agent Annual Communication Plan Agent Territory/ies Communication Channels E‐News Letter Agent Portal Visits Familiarisation Agent Tour Training Name of agent Brisbane x1 access X1 year x2 China x4 year xx/xx/09 xx/xx/09 xx/xx/09 xx/xx/09 Distribution of promotional material linked to student targets x2 boxes x1 Hong Kong x1 Access x1 Access x1 Training and Contact Marketing and Promotions Promotions Agent Events Marketing Budget x1 box Any special Any events that promotions agent is organizing agreed upon and being offered by agent x1 box Details of marketing budget for each territory or each agent. 17 Example of Performance Review of Agent Template <<Insert Logo>> Performance Review Assessment Agent I.D Agent Name Agent Address Agent Sub branches Contract Expiry Contract signed / expired Territory Rank performance on the following scale. 1 = Exceeded expectations, 2: Met expectations, 3: Failed to meet expectations. Performance Criteria (KPIs) 1 Exceeded 2 Met 3 Did not Meet (As per contract) Target Students Actual Students % change from last review period Compliance Compliance with ESOS Act Compliance with DIAC requirements Compliance with College Code of Conduct Customer Service Application Processing Response to enquiries Student satisfaction Admissions staff satisfaction Marketing and Promotions Request for additional marketing material Use of marketing material Outcome of promotional activities Effective use of marketing budget Incentives Did agent qualify for any incentives? Training and Qualifications Has agent completed any further training or qualifications? Details of training and qualifications Feedback from Agent Any comments or feedback from agent concerning partnership? 18
Example of an Renewal of Education Agents Contract Letter <<Insert Logo>> <<date>> [Click here and type recipient’s address] Dear <<agents name>> RE: Offer to Renew Educational Representative Agreement. I am writing to you to extend an offer to renew your appointment as <<your organisation>> educational agent for <<territories>>. <<your organisation>> values the development of a long term mutually beneficial partnership with your organisation and would like to formalise this commitment through the signing of a renewed Educational Representative Agreement. It is with pleasure that we enclose two copies of the Educational Representative Agreement between <<agents company>> and <<your organisation>>, in accordance with the ESOS Act (2000). If you would like to accept this offer please sign both agreements and return one to us at your earliest convenience. Once we have received confirmation of your acceptance through receipt of the signed contract we will forward your Agent Certificate of Appointment, brochures and promotional material order form. We thank you for your support and look forward to a long and continued successful partnership. Yours sincerely, [Click here and type your name] [Click here and type job title] 19
Example of Non‐Renewal of Contract Letter <<Insert Logo>> <<date>> [Click here and type recipient’s address] Dear <<agents name>> RE: Educational Representative Agreement. I am writing to you in relation to your appointment as an educational representative for <<your organisation>>. The current contract between <<your organisation>> and <<agents company>> expires on <<date>>. During our review process it has come to our attention that you have not recruited any students for us in the last twelve month / OR <<territory>> is no longer a target market for our organisation// OR you have not met any performance indicators for the last twelve months. For this reason we will not be renewing our contract with you. If you disagree with this decision you have the right to appeal. Please contact {your organisation} for information on the appeal process. We thank you for your support and wish you future success in your business. Yours sincerely [Click here and type your name] [Click here and type job title] 20
Example of Letter of Termination <<Insert Logo>> <<date>> [Click here and type recipient’s address] Dear <<agents name>> RE: Notice of Termination of Educational Representative Agreement I am writing to you in relation to the educational representative agreement between <<your organisation>> and <<agent>>. The contract was effective between <<start date>> and <<end date>>. It has come to our attention that <<agent>> has << insert reason>>. As you have failed to meet the obligations of the contract we hereby give you notice that under the conditions of the termination clause we are terminating the agreement effective from <<date>>. As outlined in the contract you are required to: •
submit all applications and fees to <<your organisation>> up to the date of termination, •
cease to use any of our promotional material and return any that has not been used. If you wish to discuss this decision further please contact <<name>> at <<organisation>>. We thank you for your support and wish you future success in your business. Yours sincerely, [Click here and type your name] [Click here and type job title] 21