Table of contents 1. Introduction 3 2. Facts and Figures 4 2.1 Venues 4 2.2 Exhibitors 5 2.3 Networking Reception 6 2.4 Presentations / Seminars 6 2.5 Lucky Draw 7 2.6 Number of visitors 7 3. Visitor Profile (questionnaire results) 8 3.1 Age of visitors 8 3.2 Present level of education 8 3.3 Visitor s origin 8 3.4 How did visitors find out about the EHEF? 8 3.5 Level of study of interest 9 3.6 Satisfaction 9 4. Financing the EHEF 10 5. Promotional Campaign 11 5.1 Traditional Media 12 5.2 Email and online promotion 12 6. External coverage of EHEF 2014 14 7. EHEF photos 15 2
1. Introduction The European Higher Education Fair (EHEF), was held for the third time in Japan on the 16th and 17th May at Meiji University (Tokyo), and on the 18th May at Doshisha University (Kyoto). The event was co-organised by the Delegation of the European Union to Japan, Campus France Japon, the German Academic Exchange Service (DAAD), Meiji University and Doshisha University, and received the support of the Japanese Ministry of Foreign Affairs (MOFA), the Japanese Ministry of Education, Culture, Sports and Technology (MEXT), the Japan Student Services Organisation (JASSO), the Japan Society for the Promotion of Science (JSPS), JAFSA, Chiyoda Ward, Kyoto Prefecture, and the City of Kyoto. A total of 57 Higher Education Institutions (HEI) from 14 different European countries were present at the EHEF, and over the course of the three day event a total of 2100 visitors were welcomed to the two venues. The EHEF complimented the current drive by the Japanese government to encourage outgoing mobility, and the efforts being made to develop internationally minded Global Professionals to suit the needs of businesses operating in a global marketplace. Prior to the fair itself, a Networking Reception was held on the evening of 15th May so that European representatives could meet Japanese University representatives to discuss possibilities for future links and cooperation. Organisers & Co-organisers Supporters 3
2. Facts and Figures 2.1 Venues Tokyo Date/Time: Friday 16th May, 12:00-19:00/ Saturday 17th May, 10:00-17:00 Venue: Meiji University, Academy Common 2nd Floor Address: 1-1 Kanda-Surugadai, Chiyoda-ku, Tokyo, 101-8301 Kyoto Date: Sunday 18th May, 12:00-18:00 Venue: Doshisha University, Imadegawa Campus, Ryoshinkan 1st Floor Address: Kamigyo-ku, Kyoto 602-8580 Tokyo venue: Academy Common, Imadegawa Campus, Meiji University Kyoto venue: Ryoshinkan, Imadegawa Campus, Doshisha University 4
2.2 Exhibitors The fair welcomed 57 Higher Education Institutions from 14 different EU Member States, as well as booths representing Switzerland and Japan. 1 EU Erasmus Mundus 30 Ireland University of Limerick 2 EU Horizon202 MSCA/ERC/research 31 Ireland Dublin City University 3 EU Euraxess Links Japan 32 Italy Italian Cultural Institute Tokyo 4 EU JEUPISTE project/vulcanus in Europe 33 Italy Ca Foscari University of Venise 5 Austria OeaD-Austrian Agency for International 34 Italy Università Bocconi Cooperation in Education and Research 6 Belgium Study in Flanders 35 Italy School of Engineering-University of Basilcata 7 Finland The Finnish Institute in Japan 36 Italy University of Castonomic Sciences 8 France Campus France Japon 37 Italy University of Genoa 9 France Institut français du Japon 38 Italy Università degli Studi di Mialano-Bicoca 10 France Université catholique de Lyon 39 Italy Università degli Studi di Padova 11 France ESSEC Business School 40 Italy Alma Graduate School-Università di Bologna 12 France HEC Paris School of Management 41 Italy University of Bergamo 13 France EAC Business School of Arts, Culture 42 Lthuania Study in Lithuania & Luxury 14 France IESEG School of Management 43 Netherlands Embassy of the Kingdom of the Netherlands 15 France Université de Toulouse 44 Poland Embassy of the Republic of Poland in Tokyo 16 France Le Cordon Bleu Paris 45 Poland University of Arts in Poznan 17 France EDHEC Business School 46 Poland Medical University in Lublin 18 France INSA Toulouse 47 Sweden Lund University 19 France SciencesPo 48 Sweden Embassy of Sweden 20 France ICN Business School 49 Switzerland Swiss Universities 21 France Audencia Nantes School of Management 50 UK British Council 22 Germany DAAD 51 UK IELTS (British Council) 23 Germany Goethe-Institut Japan 52 UK Kaplan International Colleges 24 Germany Freie Universität Berlin 53 UK Ravensbourne College of Design and Communication 25 Germany Frankfurt School of Finance & 54 UK University of Southampton Management ggmbh 26 Germany TU9 German Institutes of Technology 55 UK Cambridge English Language Assessment 27 Germany University of Cologne 56 Europe EF Education First 28 Germany University of Tübingen 57 Japan Japan Student Services Organization 29 Hungary Campus Hungary 5
Traditional Japanese Kampai at the Networking event 2.3 Networking Reception Date/Time: Thursday 15th May, 18:00-19:45 Venue: Kishimoto Tatsuo Hall, Liberty Tower 23rd Floor, Meiji University A networking reception was held prior to the EHEF on the evening of the 15th May at Meiji University. This gave academic and administrative staff at Japanese universities a chance to discuss possible future links with their European counterparts. This reception was attended by 131 people including 42 representatives from a total of 16 different Japanese institutions, and 89 representatives from European institutions. The reception took place in Meiji University s Liberty Tower, and the greetings were given by:»» Mr. Hans Dietmar Schweisgut, Ambassador of the EU to Japan, Delegation of the EU to Japan»» Prof. Etsuko Katsu, Vice-President International, Meiji University»» Mr. Daisuke Yoshida, Director General, Higher Education Bureau, MEXT»» Ms. Mathilde Mallet, Deputy-director, Promotion of Higher Education Department, Campus France 6
2.4 Presentations / Seminars A programme of presentations and seminars was held throughout the fair giving visitors the opportunity to learn about particular countries and institutions in detail. In Tokyo a total of 18 sessions took place involving 26 different institutional presentations. In Kyoto a total of 12 individual country presentations took place. French mathematician awarded the Fields Medal in 2010, Cedric Villani. 2.5 Lucky Draw For the first time a lucky draw was held at the EHEF. Japanese nationals over the age of 18 were eligible to enter the draw upon filling in the event questionnaire. The top prize was a return trip to Europe, and other prizes included electronic dictionaries, EU Film Days tickets, and European cooking class. Presentation room in Kyoto Presentations led by the co-organisers (Delegation of the European Union to Japan, Campus France Japan and the German Academic Exchange Service (DAAD)) were particularly well-attended with the 195 capacity presentation room on Tokyo nearly full. It was estimated that a total of 540 people attended the presentations in Tokyo on the 16th- 17th May, and 480 in Kyoto on the 18th May. Furthermore, on 16th May in Tokyo, more than 200 people attended a lecture given in English by the Two lucky draw winners collecting their prizes at the EU Delegation in Tokyo 2.6 Number of visitors Over the course of the three day event a total of 2100 visitors were welcomed to the two venues, a rise of 60% over the number of visitors to the inaugural event held in 2012, to which 1300 visitors came and a rise of 10% compared to the 2nd edition held in 2013. Cédric Villani s lecture 7
3. Visitor Profile (questionnaire results) A total of 474 visitors filled out the official EHEF questionnaire (352 in Tokyo, 122 in Kyoto). 3.1 Age of visitors This year saw a marked increase in the number of 16-18 year olds (i.e. high school students), and the number of 30-39 year olds (i.e. those likely to already be in employment). Although still a key demographic for the EHEF, the overall percentage of 19-23 year olds (i.e. undergraduate students) dropped in 2014 accordingly. 3.2 Present level of education Many of visitors were undergraduate students. According to the figures, there were 61% in Tokyo and 68% in Kyoto. This proved that undergraduate students are very interested in studying as an exchange student. During the Fair, 4% of visitors in Tokyo and 5% in Kyoto were postgraduate students, likely interested in PhD studies. Lastly, 25% in Tokyo and 14% in Kyoto were in employment. Figures show that 16-18 year olds made up 22% of the total in Tokyo and 38% in Kyoto (compared to 11% in Tokyo and 16% in Kyoto in 2013). 30-39 year olds made up 16% of the total in Tokyo and 9% of the total in Kyoto (compared to 11% in Tokyo and 5% in Kyoto in 2013). Present Level of Study 68% 70% 31% 60% 50% Kyoto Tokyo Still, taken together it is clear that the highest rate of participation is seen from 16-23 year olds (53% in Tokyo, 61% in Kyoto). This figure is explained by the fact thatit is at this age, that students are eager to study abroad for the first time. Visitor s Age 40% 30% 20% 10% 0% 3% 1% Junior High School 7% 4% High School Postgraduate Undergraduate Junior College 5% 4% Vocational School 25% 14% Employee 4% 2% Civil servant 40% 35% 30% 25% 20% 15% 10% 5% 0% 1% 3% Under 15 22% 38% Between 16 and 18 31% 23% Between 19 and 23 19% 14% Between 24 and 29 16% 9% Between 30 and 39 Kyoto Tokyo 13% 11% Older than 40 3.3 Visitor s origin In Tokyo, visitors from a large number of different universities attended. The highest turnout was from Meiji Universtiy students (26%), but other universities well represented included Waseda University (9%), the University of Tokyo (9%0, Keio University (8%), and Sophia University (5%). In Kyoto, likewise it was the host institution that was best represented, with 43% of visitors being students of Doshisha University. Other universities represented included Ritsumeikan University (21%), the University of Kyoto (13%), Osaka University (7%), and the Kyoto University of Foreign Studies (3%). 8
3.4 How did visitors find out about the EHEF? As with the 2013 event, it seems that most visitors found out about the event directly from their home institution. In Tokyo the figure was 28% (32% in 2013), and in Kyoto it was 41% (37% in 2013). The co-organizers sent direct information about the EHEF by post (flyers and posters) and email to key university contacts to inform them about the EHEF, and ask them to share information with students. This form of promotion would seem to be extremely effective. The co-organizers created a website for the event (www.ehef-japan.org) in order to inform the general public about the EHEF. In Tokyo 24% (23% in 2013) of respondents said they heard about the event via the website, and in Kyoto the corresponding figure was 15% (13% in 2013). Other ways used to promote the EHEF included social media (Facebook, Twitter), and posters displayed on trains and buses. How did visitors know about EHEF? 50% 40% 41% Kyoto Tokyo Level of Study interest abroad 35% Kyoto 30% 25% 20% 15% 10% 5% 0% 27% 30% Licence / Bachelor's Degree 3.6 Satisfaction This year questionnaire results show that 88% of visitors were satisfied or very satisfied in Tokyo (78% in 2013) and 89% in Kyoto (78% in 2013). This is a clear sign that overall the EHEF continues to be more and more highly rated by visitors. Satisfaction 35% 26% Masters 5% 4% Doctorate / PhD 16% 20% Language Course 14% 11% Short Term Studies 5% 3% Research Tokyo 1% 4% Other 30% 28% 20% 10% 24% 15% 15% 8% 7% 11% 9% 8% 11% 8% 4% 8% 70% 60% 50% 40% 41% 63% 48% Kyoto Tokyo 0% School EHEF Homepage Social Media Poster Exhibitor (Bus, Train) Homepage Friend 1% 1% Newspaper, Magazine Other 30% 20% 25% 3.5 Level of study of interest Figures show that visitors were mostly interested in bachelor s degrees, master degrees and language courses. 10% 0% Very Satified Satisfied 10% 8% Neither 1% 3% Not really satisfied Not satisfied 9
4. Financing the EHEF The total budget for the event was: 113,242 (15,728,035 JPY). The operation was made possible thanks to the financial support of the European Commission, DG EAC: 79 074 (10,982,500 JPY) (75% of total budget). The total amount collected from participation fees was 34,168 (4,745,539 JPY) and was managed by Campus France. EHEF 2014 Budget Breakdown (Rate used- 1JPY= 0.0072) Income EUR JPY DG-EAC 79,074 10,982,496 Participation fees 34,168 4,745,539 TOTAL INCOME 113,242 15,728,035 Expenses 1. Expenses covered under DG-EAC budget 1.1. Logistics 31,914 4,432,500 1.2. Networking reception 7,280 1,011,111 1.3. Promotion 38,311 5,321,021 1.4. Other expenses 1,569 217,864 Total 1 79,074 10,982,496 2. Expenses covered on participation fees - Managed by Campus France 2.1. Logistics 15,161 2,105,649 2.2. Promotion 12,225 1,697,976 2.3. Social network promotion 2,583 358,815 2.4. Other expenses 4,198 583,099 Total 2 34,168 4,745,539 TOTAL EXPENSES - 1+2 113,242 15,728,035 Expenses covered under DG-EAC budget Expenses covered on participation fees 2% 12% 49% 8% 44% 1.1 Logistics 1.2 Networking Reception 8% 12% 44% 2.1 Logistics 2.2 Promotion 1.3 Promotion 2.3 Social Network Promotion 36% 9% 40% 1.4 Other Expenses 36% 2.4 Other Expenses 10
5. Promotional Campaign 5.1 Traditional Media Flyer and poster distribution 15,000 flyers and 1200 posters were printed, which were distributed by all co-organisers to key contacts (universities, high schools, libraries, local government etc). Kyoto Prefecture and Kyoto City also assisted in the distribution. Subway/bus poster campaign Posters were displayed on four Tokyo subway lines as follows: Hanzomon Line 30th April - 13th May, Mita Line and Shinjuku Line 5th - 15th May, JR Chuo Line 10th 14th May. In total, 3310 posters were displayed in Tokyo during the subway poster campaign. Press releases A number of press releases were issued by the co-organisers. The Delegation issued an initial press release on the 10th April, and followed this with a direct email to key media contacts a few days prior to the event. On behalf of Campus France the Embassy of France issued press releases on the 16th April and the 8th May; DAAD published a German-language Pressemitteilung on 9th April 2014. 11
In Kyoto, the official Kyoto City transport branch displayed posters from 2nd to 18th May. In total, 35 B2 sized and 1300 B3 sized posters were displayed. 5.2 Email and online promotion Direct email promotion The Delegation of the European Union to Japan sent direct information about the EHEF by email to key university contacts, and advertised the event prominently using its weekly email bulletin which goes out to over 5000 subscribers. Campus France undertook two email campaigns to 12000 subscribers. The Institut Français published information about the event in their monthly newsletter. DAAD distributed information about the event in their monthly newsletter, through the German embassy and Goethe-Institut Japan. Online promotion The official EHEF website (www.ehef-japan. org) was online from mid-march. Banners were placed on co-organiser websites, as well as on the JASSO and JSPS sites. Member State embassies were also encouraged to actively promote the EHEF on their websites and social media pages. On-site promotion On the days of the fair itself student volunteers handed out flyers in front of both venues. A promotional banner was hung outside the Meiji University venue from 7th to 17th May. Social Media promotion (Facebook campaign) A targeted Facebook campaign was undertaken for the first time in 2014. Two separate event pages were created, one for Tokyo and one for Kyoto, and both were hosted on the Delegation of the EU to Japan s official Facebook page. Targeted adverts then directed potential visitors to the event pages. Adverts were targeted predominantly at students aged between 16-25 with a clear interest in Europe (culture, languages etc.). The campaign ran from the 19th April to 18th May. 12
At the end of the campaign 100 students (out of 733 visitors to the page) had clicked attend for the Tokyo event, and 50 (out of 137 visitors) for the Kyoto event. These figures were seen as slightly disappointing, therefore the co-organisers will look into possible solutions for next year (e.g. the creation of a standalone EHEF Facebook page, raising the age bracket to 30 or 35 to better incorporate those already in employment that may be interested in studying in Europe. However, boosted posts (separate from the paid adverts) proved to be very successful. For example, one post boosted by Campus France managed to reach more than 10 000 people, as shown in the screen shot below. Questionnaire results showed that a total of 23% of visitors (15% in Tokyo, 8% in Kyoto) found out about the fair via social media pages. 13
6. External coverage of the EHEF Online A number of organisations and institutions posted information about the EHEF: Nikkei Shimbun: http://www.nikkei.com/article/dgxnzo70303350t20c14a4l83000/ Mainichi Education: http://professional.myedu.co.jp/topics/877 Excite News: http://www.excite.co.jp/news/society_g/20140414/resemom_18038.html Toshin: http://www.toshin.com/news/2014041501.html Yahoo Buzz news: http://buzz.news.yahoo.co.jp/article/ Travel Vision: http://www.travelvision.jp/news/detail.php?id=61282 Waseda University: http://www.cie-waseda.jp/jp/news/sa/8751/ Chiba University: http://cire-chiba-u.jp/sase/data/data02/ University of Tokyo: http://www.u-tokyo.ac.jp/ja/administration/go-global/event/ Ritsumeikan University: http://www.ritsumei.ac.jp/ise/mirai/news/article.html/?news_id=50 Nihon University: http://www.nihon-u.ac.jp/international/outside_news/ Hitotsubashi University: http://international.hit-u.ac.jp/ Fukushima University: http://kokusai.adb.fukushima-u.ac.jp/top/140502-01.html Kanagawa University: http://www.kanagawa-u.ac.jp/international/welcome/exhibition/ Press Asahi Shimbun article (18th April 2014) Zenshigaku Shimbun article (23rd May 2014) Asahi Shimbun article (21st June 2014) 14 Nikkei Shimbun article (24th April 2014) Kougaku Shimbun article (1st June 2014)
7. EHEF photos Photo credits: Yasuhiko Shimazu, Yuta Okuyama, Meiji University, Kyoto City Transport Office, Dentsu, Akoni KK. 15