Australian Business Forum helps Australian SMEs and businesses to understand the Chinese market and refine their China strategy. http://abf.events/ ABOUT THE PRESENTATION BELOW Karyn Kent, Chief Executive of Study Adelaide, introduces the city's approach to strengthening its claim as Australia's Learning City. Covering its international student ambassador program and detailing the comprehensive media push on Australian and Chinese social media, Study Adelaide puts forwards a case study of an effective program to engage international students and improve a city's profile. Originally presented at Australia-China BusinessWeek 2015 Adelaide

1. www.studyadelaide.com
Introduction to
StudyAdelaide
Karyn Kent, Chief Executive

2. www.studyadelaide.com
Who are we?
Semi-government organisation promoting South Australia as a
premier study destination for international students
What do we do?
- Destination marketing
- Student engagement program
Who are our partners?
South Australian education sector across higher education, VET,
schools, ELICOS
Just over 40 institution members
About StudyAdelaide

3. www.studyadelaide.com
Value of International Education
• $1.056 billion dollars in 2014
• Highest ever
• number one services export
• Each international student (including their friend and
family visitor) is estimated to generate 0.34 FTE, ie
3 students = 1 job

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Source: ABS
Education as an Export for South Australia $
millions: 2000 to 2014
0
200
400
600
800
1,000
1,200
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
$ millions
48% was on fees to education institutions and 52% on
living costs

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SA’s International Student Numbers
10 year trend to 2014
17,955
20,439
23,349
28,007
33,921 34,310
31,278
28,191 28,311
30,726
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

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South Australia Enrolments
Sector by Sector - 2014
SECTOR ENROLMENTS
2013
% SHARE OF
AUSTRALIA
Higher
Education 15,454 6%
VET 4,968 3%
Schools 1,824 10%
ELICOS 5,780 4%
Non-award 2,799 8%
Aggregate 30,726 5%

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Top 20 source markets
Country Rank Enrolments
2014
Commencements
2014
China 1 11,785 6,442
India 2 3,404 1,810
Malaysia 3 1,859 686
Hong Kong 4 1,658 823
Vietnam 5 1,348 692
Saudi Arabia 6 1,260 724
Brazil 7 1,017 688
South Korea 8 1,016 564
The Philippines 9 607 330
Singapore 10 554 187
Japan 11 495 344
Indonesia 12 412 168
Kenya 13 389 240
Nepal 14 342 204
Taiwan 15 320 188
UK 16 285 155
Thailand 17 265 152
Germany 18 240 176
Pakistan 19 237 117
US 20 218 151
All Source Countries 30,726 16,526

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Collateral
Marketing Activity
Exhibitions
Digital Social
Famils Media & Content

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Student Engagement Program
• More than 50 activities and
events throughout the year
• Attracted 6000 participants in
2014
• Four key objectives
• Welcome
• Networking
• Showcase Adelaide’s lifestyle
• Create advocates for South
Australia

11. www.studyadelaide.com
www.studyadelaide.com
Adelaide, Australia’s Learning City
Amazing Ambassador, Unforgettable
Experience – Adelaide, Australia and
Qingdao’s Sister City Student
Ambassador Recruitment Campaign
超凡大使，“南德”体验 – 澳大利亚阿
德莱德和青岛姐妹城市学生大使甄选活动

12. www.studyadelaide.com
Context – China and South Australia
• Shandong and South Australia: sister province/state
relationship for nearly three decades
• Shandong – South Australia High Level Working Group
• Education Sub-Committee
• Adelaide recently formed a sister city relationship with the
city of Qingdao, in 2014

13. www.studyadelaide.com
Campaign Objectives
• Raise awareness of Adelaide
as an Australian city amongst
Qingdao youth
• Raise awareness of Adelaide
as a study destination for
potential international students
from Qingdao
• Support and grow awareness
levels of education agents
• Generate enquiries and leads
for education partners to follow
up post competition
• Incentivise education agents to
continue to promote Adelaide
and the South Australian
education partners

14. www.studyadelaide.com
Campaign Overview
Focus on Qingdao
Date: Four weeks commencing 21st October 2014
Two parts
• General competition: “watch the video and answer the questions to enter into
lucky draw”
• Student ambassador recruitment: “submit your proposal to be an ambassador
to win a free study tour to Adelaide”

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Campaign Page

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General Competition:
• Entrants to answer questions about the Destination
Adelaide video
• Entrants will be asked to enquire about potentially
studying in Adelaide
• Four weekly prizes and one final prize from a lucky
draw

17. www.studyadelaide.com
Student Ambassador Recruitment:
• Students to submit a proposal to be an ambassador
• Finalists announced on StudyAdelaide channels
• The winner selected by StudyAdelaide panel
• Winner receives a free study trip to Adelaide,
including:
 Return flights
 Four weeks student accommodationEnglish language courses
 Spending money
 Student activities, events and tours of Kangaroo Island and
Adelaide Hills

18. www.studyadelaide.com
Student Ambassador Recruitment:
• Agrees to promote Adelaide as a study destination via social
media channels
• The ambassador will come to Adelaide to study in July/August
2015 (summer holidays in China)
• Adelaide media releases, Qingdao media releases and social
media releases will be distributed
Ambassador's Responsibility

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Campaign Promotion Channels - Online
 Weibo
 WeChat
 Online Public Relations

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Campaign Promotion Channels – Offline
• Campus promotion
• Agency engagement
 promotion to student database
• Media and networking function
 October 21st
 The campaign was launched by Hon Gail Gago - Minister of Higher
Education, Skills and employment in Qingdao
 The Shandong Provincial Education Bureau and Qingdao Municipal
Education Bureau both attended and witnessed the launch
 Traditional media exposure (TV/newspaper/radio/website)

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Media Launch, October 2014

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Traditional Media Exposure
31 media articles are reported on the above channels
with coverage over 5 million people
• Newspaper: 6
• TV: 1
• Website: 20
• Radio:3
• Magazine: 1

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Campaign Results

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Social Media Profile
1,569 friends 20,680 views
804 friends; QQ zone 58,982 views
450 friends
452 followers
Campaign Winner – Ms Wang Dan

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Media event – winner announcement, May 2015
• Coincide with the 2nd South Australia-Shandong Co-
operation and Development Forum
• Premier of South Australia announced the winner
• Adelaide Lord Mayor, Minister for Higher Education
• The Vice Governor of Shandong and Mayor of Qingdao
both attended and witnessed the announcement
• Media and education representatives

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Media Event – winner announcement

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Media Exposure
54 media articles reaching over 10 million people
• Newspaper: 8
• TV: 1
• Website: 42
• Radio:3
Social Media
• Viewership over 100,000 on Weibo

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Visit in July/August
• Four week English
language course
• University, TAFE and
school visits
• City of Adelaide
experiences
• Tours to Adelaide Hills
and Kangaroo Island
• Member and association
functions

29. www.studyadelaide.com
Next Steps
• New Student Ambassador campaign in October,
expanded to all of Shandong
• Annual visits to Shandong for destination marketing
purposes
• Follow up with education partners to track student
numbers from Shandong
• Wang Dan ongoing advocate for Adelaide via social media

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And finally……please connect with us
www.studyadelaide.com
facebook.com/studyadelaide @studyadelaide StudyAdelaide1

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www.studyadelaide.com
Thank you
Adelaide, Australia’s Learning City