Picture Yourself in Perth Chengdu Competition 2014 IEAA Best Practice/Innovation Award

Transcription

1 Picture Yourself in Perth Chengdu Competition 2014 IEAA Best Practice/Innovation Award Mike Ryan, Executive Director Leo Yu, Regional Manager Greater China Chengdu 1

2 Objective Brand Perth as a world class study destination in its new Sister City - Chengdu Change Positioning of Perth Guiding Principles Authentic but soft Sell Ambassadors Collaboration Fun Innovative Integrated Official Endorsement Partnerships Real Outcomes Reciprocal Program 2

3 Key Element #1 Creating the competition Creating the competition Chengdu Mayor Ge Honglin during his visit to Perth in 2011, met with LM Lisa Scaffidi and representatives from State Development, DFAT, StudyPerth and local industry. 3

4 Creating the competition (ctd) Perth LM in a meeting with Chengdu Mayor Ge in 2011 discussing the PYP program. Creating the competition (ctd) Sourcing Partners City of Perth Department of State Development Tourism WA WA Universities and schools Chengdu Municipal Government Signing of the inaugural PYP Competition agreement in Chengdu in

5 Key Element #2 Executing the competition PYP Social Media Cards to guide students on how to enter the competition 5

6 StudyPerth s in-school PYP Competition Flyer StudyPerth s in-school promotion with Jessie Ying (Top Centre), StudyPerth in-country staff, speaking to school students 6

7 Chengdu PYP selection panel interviewing a student in Chengdu in 2012 WA Deputy Premier, the Hon Dr Kim Hames, MLA spoke at the award ceremony of the inaugural Chengdu PYP in Chengdu in

8 Chengdu Vice Mayor, the Lord Mayor of Perth, the Head of Chengdu Education Bureau and StudyPerth Executive Director at a ribbon-cutting ceremony to launch the 2 nd PYP competition in Chengdu in 2012 One of the 10 Winners giving a speech at the Award ceremony in Chengdu in

9 Winner of last year s competition shares his experiences about Perth at the launch of the 4 th competition in Chengdu in June Local print and digital media show great interest in the PYP program at this launch ceremony. In July 2012, Chengdu Daily, with a circulation of 1 million, reported the PYP Launch and published instructions of how to enter the competition. 9

10 Exclusive interview with the Lord Mayor of Perth, Lisa Scaffidi, about the competition and Sister City Relationship with Chengdu in the West China City News, with a circulation of 5 million Key Element #3 Winners Study Tour to Perth 10

11 Winners Study Tour to Perth Welcome Ceremony hosted by the Lord Mayor of Perth at Council House with sponsors - including TWA, City of Perth and 3 WA Institutions Winners Study Tour to Perth (Ctd) StudyPerth s Chengdu and Perth Student Ambassadors met each other in Perth for the first time at Lord Mayor s reception Feb

12 Winners Study Tour to Perth (Ctd) PYP Inbound Booklet given to each student PYP Inbound Certificate Key Element #4 Reciprocal Program 12

13 Reciprocal Program Embracing Panda Shenton College students outbound to Chengdu in 2013 & 2014 Shenton College Student wearing StudyPerth branded T-shirt playing dragon dance in Chengdu in March 2013 Reciprocal Program (ctd) Shenton College Students exchange gifts with Chengdu student hosts in Chengdu in March

14 Key Element #5 Empowering the Ambassadors Empowering the Ambassadors Winners of the first PYP Chengdu Competition + parents + teachers gathered with the Lord Mayor and Mike Ryan at the reunion party in Chengdu in July

15 Empowering the Ambassadors (Ctd) Previous winners of the PYP competition together with parent discussing study options with WA University representative at the reunion party in Chengdu in July 2012 Key Performance Indicators Increased visits from Chengdu to the StudyPerth website - Chengdu ranked #1 Chinese city for most hits to the StudyPerth website for period 1 July June 2013 Increased number of pages browsed on our website from Chengdu: 4.49 compared to the average for China of 1.72 pages Longest duration: 6 minutes on our website Program now reaching over 5,000 students in 46 schools We now have 30 StudyPerth Student Ambassadors in Chengdu Source: Google Analytics Report for StudyPerth website, 1/7/ /6/

16 StudyPerth Weibo Top 3 followers location in China Chengdu & Nanjing, where PyP programs were executed, ranked No 2 and 3 on the list Source: Weibo Analytics, July 2014 One of the previous PyP winners posted photos of the Reunion Party on her own Weibo which was seen by hundreds of her social media friends 16

17 StudyPerth s Weibo post about the announcement of the winners in 2013 attracted over 9,000 viewers What others say about it? 17

18 Australian Consulate-General in Chengdu reported the award ceremony of the 3 rd PYP competition in Chengdu in 2013 (Source: ) 18

19 Media release announcing the City of Perth winning the New Affiliation Award for its link with Chengdu at the National Sister Cities Australia Conference in Broken Hill in 2013 Thank you 19