DOES
LATIN AMERICA
KNOW
ABOUT
YOU?
Lisa Futschek
Javiera Visedo
Ana Azevedo
DOES LATIN AMERICA KNOW ABOUT YOU?
We asked a few questions about New Zealand
of education agents in Brazil and Colombia
Here are the answers…
BRAZIL AND COLOMBIA: TRUE OR FALSE
Can you guess?
There is more to Brazil than samba and soccer
TRUE
The narcos rule Colombia
FALSE
Agents need to know me first, then they will sell my institution
TRUE
If I go to Bogota only, I’ll get students from all over Colombia
FALSE
I can get away with using my Spanish-language promotional material in Brazil
FALSE
BRAZIL
Brazilian Students 2015
Universities 247
ITPs 52
Population: 205million (48% under 29 years old)
Size: 8.515.000 km² (similar to Australia)
Economy:
9th
Schools 378
largest in the world
Unemployment rate: 6.9%
Growth: - 3.4%
English 1,668
Political Capital: Brasilia
PTEs 639
Business Capital: Sao Paulo
Total 2,983 students
9% increase (255) on 2014
BRAZIL: MARKET OVERVIEW
Market size per region
AGENTS STUDENTS
76%
76.8%
18%
10.8%
8%
8.6%
7%
2.4%
3%
1.0%
regions where we concentrate
our promotional activities
SOURCE: BELTA
BRAZIL: MARKET OVERVIEW
What Brazil is looking for
MAIN COURSES AND PRODUCTS
FROM AGENTS
Language (+ Work)
High School
FROM STUDENTS
Language (+ Work)
Post-Graduation
Vacation courses
Undergrad/
Vocational
Tertiary Education
High School
Source: BELTA 2016
STUDENT’S GOALS
FROM AGENTS
FROM STUDENTS
MAIN DESTINATIONS
FROM AGENTS AND STUDENTS
Learning another
language
Interest in
international
education
Improving the
resume
Knowing different
cultures and
countries
AUSTRALIA
Investing in academic
education
Learning another
language
IRELAND
International
experience with
focus on career
International
experience with
Study/Work/Tourism
CANADA
US
UK
NZ
COLOMBIA: MARKET OVERVIEW
What you need to know- It’s Colombia, not Columbia!
Total population: 47.2 million
•
Bogota: 7.8 million
•
Medellin: 3.7 million
•
Cali:
2.3 million
Medellin
Economy: 39th largest in the world
Bogota
Size: 1.142.000 km² (twice the size of France)
Unemployment rate: 10.1%
Growth: 4.6%
Cali
Total 1,131 students
52% increase (386) on 2014
BRAZIL AND COLOMBIA
Strategic Objectives
BRAZIL
COLOMBIA
Grow student value by differentiating
Continue positive growth in student
New Zealand versus the competition
numbers and enhance value through
by highlighting the high quality of
increased awareness and preference
education and the great lifestyle that
for New Zealand as a high-quality
New Zealand offers.
education destination.
BRAZIL AND COLOMBIA:
Joint activities
• South America road show
• Universities New Zealand project
• Prime Minister’s Scholarships for Latin America
BRAZIL AND COLOMBIA:
How we reach our goals
Focus on activities that allow us to:
•
Engage with students and their families
•
Develop a relationship and support education agents
•
Raise awareness of New Zealand through media exposure
•
Develop a relationship with the local education industry and government education agencies
KEYS FOR SUCCESS
Brazil and Colombia
• Know your audience - agents, students & parents
• Visit the region and build partnerships
• Don’t expect instant results
It can take up to 3 years to receive your first student
• Invest in your agents
• Don’t think about recruitment only. Offshore opportunities exist too
And Always…
• Work with us. We are here to help you!