Developing Perth into an Australian International Education City Brand by Mike Ryan, StudyPerth Executive Director AIEC. Canberra 10.10.13 www.studyperth.com.au About StudyPerth StudyPerth is the premier body responsible for branding Perth & WA as a world class study destination. A reliable source of information for anyone wanting to learn more about studying in Perth Supported by the Government of Western Australia Also strongly supported by our 52 member institutions 97% of the 47,000 international student enrolments are hosted by one of the institutions that works with StudyPerth International students out in Perth s funky laneways www.aiec.ipd.com 1
Perth as an education city 47,000 enrolments from 142 countries 99% of all international students in Western Australia study in the Perth metropolitan area So, Perth city = State of WA In the past 5 years the number of students coming to Perth has increased by 29% Best international student diversity in Aus International students enjoy a 40% discount on Perth s trains, buses + ferries Perth City All institutions located within 30km (40mins) of Perth s city centre www.aiec.ipd.com 2
An initiative of Perth Education City The International Education Sector in Australia 75% concentrated in two cities on eastern seaboard. Both are iconic city brands Internationally, this is GOOD for Australia! But tough locally if you are competing with them! Every Australian city/locality wants more students = more competition But the numbers of students worldwide keeps increasing International students studying in the Urban Orchard at the Perth Cultural Centre www.aiec.ipd.com 3
What do we already have? 1. Great beaches, Best windsurfing 2. Wineries, parks 3. Modern city 4. Top 10 most liveable city 5. Very productive food producer 6. 8 of Australia s 15 biodiversity hotspots are in WA 7. Getting more connected Cheaper flights 8. Proximity to Asia 65 flights to Bali a week 9. Time zone one third of world s pop 10. Australia s fastest-growing capital city 11.Developing into Australia s second biggest financial centre 12. Western gateway to Oz 13.Great selection of unis, colleges and schools Students at Grill d in the new Brookfield Place precinct in the Perth CBD A City on the Move www.aiec.ipd.com 4
A City of Opportunity What the hell are we trying to do? 1. Where do we want to be? - Aspiration/positioning 2. What do we want to be known for? Quality, authentic experience 3. Where can we make a difference? Realistic goals 4. What are the key messages? Our proposition 5. How do we communicate these messages? Channels, tone, media, affordability An amazing place to enjoy the white sand and blue water beaches 6. Where? - Target markets 7. And to whom exactly? Target sectors www.aiec.ipd.com 5
Collaboration is key to achieving our goals 1. @ Board level = strategic input to direction and resources 2. @ Market Industry Group Level = influence, equality, reduces barriers between sectors, facilitates development of co-operation with other sectors 3. @ Events, promotions, roadshows, shared advertising = opportunity to be promoted as integral part of WA s education capability Quality of life in Perth is of the highest standard 4. On website= equal weighting Backdrop For StudyPerth Event in China www.aiec.ipd.com 6
Welcome StudyPerth Flyer China Mission, June 2013 City of Perth International Student Festival www.aiec.ipd.com 7
What works best 1. Natural allies/stakeholders 2. Institutions- get them talking and working together grow the cake stupid 3. Governments at all levels 4. Integrated campaigns 5. Be boots on the ground 6. Build key partnerships at home + abroad - agents, transnational partners, media, city champions, alumni 7. Money Part-time work gets students out in the community Examples of Collaboration Indonesia Climate Change Competition Video. www.aiec.ipd.com 8
Vietnam Science Roadshow Informal soft sell Vietnamese students extracting their DNA Vietnam Science Roadshow Look who is communicating with whom --speaking with prospective students www.aiec.ipd.com 9
Vietnam Science Roadshow Audience at presentation in Hanoi note the parents Vietnam Science Roadshow Sophie counselling father and daughter before referring them to WA institutions. Alumni helping on booth www.aiec.ipd.com 10
Vietnam Science Roadshow Prof Beazley + Mike Ryan being interviewed on Around the World talk show produced by HTV in HCMC Audience est at 25 mill StudyPerth - Brand Ambassador to Thailand www.aiec.ipd.com 11
StudyPerth - Brand Ambassador to Thailand The Woody Show, Thailand StudyPerth - Brand Launch in Bangkok www.aiec.ipd.com 12
Thank you for your attention mike.ryan@studyperth.com.au www.aiec.ipd.com 13