FINDING OUR PLACE Marketing Private Canadian Institutions Presented - PowerPoint PPT Presentation

FINDING OUR PLACE Marketing Private Canadian Institutions Presented by: Cyndi McLeod, CEO Global University Systems Canada

Cyndi McLeod, CEO Global University Systems Canada

OUR GUS BRANDS With multiple brands established within our global network, we have extensive experience of delivering global education services – while always maintaining the highest standards of student experience. GUS in the only institution in the UK to own universities in UK, Canada and Germany.

STRENGTHS OF PRIVATE INSTITUTIONS • Flexibility: Not constrained by the bureaucracy of public schools; decision making process can be faster • Financial Autonomy: Not constrained by the ever-shrinking public funding and can invest strategically in programs and services • Close ties to business and industry: Can respond to changing needs of global employers

STRENGTHS OF PRIVATE INSTITUTIONS • Capacity: Can be more agile than publics in adding capacity to high demand programs • Agent Incentives: Can provide more attractive and competitive commissions structure and additional incentives • Scholarships: Can offer diverse portfolio of scholarships, entrance awards and grants

LOVE CANADA SCHOLARSHIP PROGRAM Providing entrance and continuation scholarships for students. These awards recognize academic achievement as well as leadership, community involvement and potential. #GUSLoveCanada

STRENGTHS OF PRIVATE INSTITUTIONS • Innovative: Continuously exploring opportunities for growth

APPROVAL & ACCREDITATION PROCESS FOR PRIVATE INSTITUTIONS • Approval of institutions is through provincial governments • Must fully meet all requirements of public institutions plus additional ones • In addition to institutional approval, each program and in some provinces each course, must undergo approval by regulators • In most cases, private institutions must meet a higher standard of quality than public institutions

DRIVING RECRUITMENT FOR PRIVATE INSTITUTIONS Factors in Student Selection Process: • Academic Reputation / Prestige • Campus Life / Student Experience • Location & Proximity to Home/Work • Cost & Availability of Funding & Scholarships • Outcomes

HOW DO PRIVATE INSTITUTIONS DISTINGUISH THEMSELVES?

HOW CAN PRIVATE INSTITUTIONS DISTINGUISH THEMSELVES? Programming: • Identify skill gaps in labour market • Work directly with employers to determine their needs • Strategically invest in program development • Small class sizes

HOW CAN PRIVATE INSTITUTIONS DISTINGUISH THEMSELVES? Student Services: • Strategically invest in student services that exceed those offered at publics • Faster service times • Specialized services for international students • Enhanced academic supports • Build retention

HOW CAN PRIVATE INSTITUTIONS DISTINGUISH THEMSELVES? Career Services: • Differentiate through a focus on facilitating career success • Utilize industry connections to provide real-life work experience such as internships and co-op placements during their studies • Integrate career skills into curriculum • Utilize global networks to prepare graduates for international careers

HOW CAN PRIVATE INSTITUTIONS DISTINGUISH THEMSELVES? Tamwood Careers: Global Start Up School

HOW CAN PRIVATE INSTITUTIONS DISTINGUISH THEMSELVES? Building Your Profile: Content marketing through LinkedIn, Industry Publications, Facebook, YouTube

HOW CAN PRIVATE INSTITUTIONS DISTINGUISH THEMSELVES? Building Your Profile: Content marketing through LinkedIn, Industry Publications, Facebook, YouTube

HOW CAN PRIVATE INSTITUTIONS DISTINGUISH THEMSELVES? Building Your Profile: • Feature faculty research strengths in non-academic articles of interest to public and industry • Celebrate and highlight success of students and alumni

MBA ALUMNI TESTIMONIAL 2017 CLASS VALEDICTORIAN “Smaller class sizes were a real benefit. It gave me more one-on one time with my professors. It also facilitated the exchange of ideas with my classmates, as well as the faculty.” Kathya Arteaga Gonzalez, MBA El Salvador

HOW CAN PRIVATE INSTITUTIONS DISTINGUISH THEMSELVES? “Branding Up” through Strategic Partnerships with well-known and highly ranked post-secondary institutions • Articulate pathways to further education • Joint programming • International program pathways

HOW CAN PRIVATE INSTITUTIONS DISTINGUISH THEMSELVES? “Branding Up” through Strategic Partnerships Formal credit transfer and articulation agreements such as BCCAT

HOW CAN PRIVATE INSTITUTIONS DISTINGUISH THEMSELVES? Additional Tactics: External accreditation with professional bodies, US and global school and program accreditation agencies

HOW CAN PRIVATE INSTITUTIONS DISTINGUISH THEMSELVES? Additional Tactics: Coalitions with other private institutions for • Pathway Partnerships and Cooperative Recruitment Efforts • Government Advocacy • Cooperative Branding efforts to increase positive perception of private institutions

CONCLUSION • Private Institutions offer high quality education; however, awareness needs to be increased • Focus on preparing students with tools and skills for success in future education or careers • Innovate to respond to changes faster than publics can • Differentiate, don’t emulate public institutions

Thank you