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News Washington News
March, 2003 - Edition 8 Welcome to the March, 2003 edition of Washington News. Washington News is published each second month and is designed to alert clients and others to developments in international school and university administration. Read on for client consulting activity, development and marketing news items and a featured article on Web Usage for Marketing and Development. Washington Services works with schools and universities internationally assisting them with alumni relations, fundraising, marketing, feasibility studies, placements and governance opportunities. In this edition:
Consulting & Speaking Activity (return to top) International Christian School, Hong Kong This successful and fast growing school was founded only in 1992 and has already grown to some 700 students. As it plans the building of its permanent campus in Shatin, (expected completion June 2006), we have been pleased to have the opportunity to work with its Headmaster and Board on preparations for and structuring of a major fundraising campaign. The appointment of a well connected and enthusiastic Director of Development has been central to the all important planning process. Munich International School In March we had the opportunity to again work with MIS as it embarks on its first formal capital appeal in support of a Performing Arts Centre. As is often the case with projects such as this, it is gratifying and rewarding indeed for an external consultant to be associated with a caring and dedicated group of parents volunteering their time and expertise. International School of Phnom Penh This school of 340 students faces the opportunity of consolidating its operations on one site within the next five years as it continues to grow. We were pleased to have the chance in February to brief the Director, the Business Manager and representatives of the Board and senior staff on development opportunities and strategies. Sekolah Antarabangsa Tun Dr. Ismail, Malaysia During January we conducted a broad based administrative review for this small but growing international school in Johor Bahru, Malaysia and subsequently oversaw a successful search for a new Principal. With much investment, especially in transportation, being diverted from Singapore to Johor just across the causeway, the prospects for growth at this school are substantial and, with new leadership, it is now well placed capitalise on this opportunity. CASE Council for Advancement and Support of Education
The CASE Europe Schools' Development Conference, 9 -11 March in Manchester, at which Frank Opray presented two papers, provided a valuable forum for those in development and marketing in international schools to shares experiences, aspirations and successes. Some of the more arresting features included:
Thailand & Zimbabwe – What’s the Connection? A riveting presentation by the former Deputy Prime Minister of Thailand and now Director-General of the World Trade Organization, Dr Supachai Panitchpakdi, at the CASE Europe Schools’ Conference in Manchester, highlighted the contribution educational services make to the world economy. Some US$3 billion he estimated, second only in terms of economic clout to financial services worldwide which are estimated to total US$3.5 billion. Those of us associated with international schools are critically aware of the contribution these schools make to the educational offering in the host country but the economic significance they have for the local economy is often overlooked. In recent times we have been working with or assessing schools in each of Thailand and Zimbabwe, countries which hold special significance for us. From an “economic indicator” standpoint it is illuminating to observe the relationship which can be identified between the growth and health of international schools in a particular country and the forecast economic growth of that country. Where the international schools are growing strongly and/or new ones are opening, it seems reasonable to assume that strong economic growth, in GDP terms, will soon follow. Conversely, where international school enrolments are in decline, all else being equal the economy in that country is probably due for a bath. In Thailand, successful schools such as Bangkok Patana and the New International School of Thailand, (NIST), are close to capacity or are building to accommodate the demand for more places. Meanwhile new schools due to open this September include the Siam International School and Shrewsbury International School whilst as many as six other schools are seeking registration. The Thai economy? Bounding along with growth of 6.1% in the 4th quarter of 2002 with forecasts of up to 6.8% for calendar year 2003. Conversely in Zimbabwe, Harare International School which experienced strong growth during the 1990s, (from 42 students in 1992 to approximately 400 by the end of the decade), with Zimbabwe’s GDP growth peaking at 9.7% in 1996, more recently has seen a decline of some 12% in student numbers accompanied by a negative real GDP figure in 2002 of 12.1% and a Government inflation rate forecast of 96% (sic.) for 2003. “Paradise lost” as a Zimbabwe national commented to us recently! Which is the chicken and which is the egg can be debated but in our view corporations worldwide could do worse than factor international school growth by country into their investment location decisions.
"Earth from the Air"
En-route to the above conference in Manchester we visited the "Earth from the Air" photographic portrait of our planet by Yann Arthus-Bertrand in London. Whilst this is not directly related to international schools the messages it carries, as substantial side issues to the spectacular photographs, are remarkably akin to the global mission and aspirations of most international schools and is worthy of reflection by staff and students.
This exhibition of over 150 giant aerial photographs shows the astonishing beauty of natural and man-made landscapes. Closer up there is a starker reality...illustrated by some arresting facts about humanity at the start of the new millennium.
Here are some of them........
- Half of humanity lives on less than $2 a day
- 1 in 5 of the world's population does not have access to safe drinking water
- Last century, the world's population multiplied by 3. World water consumption multiplied by 6
- One in three children under the age of five suffers from malnutrition - 40% of the world’s population does not have electricity - The 50 poorest countries' share of world trade went from 4% to 2% between 1990 and 2000 - 20% of the people living in the wealthiest countries consume 60% of the Earth’s commercial energy production - Every week, more than a million people are added to the world’s population - One out of five of the world’s adults cannot read or write. 98% of them live in developing countries and two-thirds are women. - The amount of oil consumed in 6 weeks, half of which is used for transport, would have lasted a whole year in 1950 - World reserves of fresh water: For those arrested and disturbed by all of this, as we were, more information on the "Earth from the Air" project can be found at www.earthfromtheair.com
The Development and Marketing Audit
Often we are asked to provide external and hopefully objective advice to school Boards relative to the effective operations of their development and/or marketing function. Project work or briefings on these fronts have recently been conducted at Yarra Valley Grammar School in Melbourne, (marketing), St Andrew's School in Adelaide, (fundraising) and Ruamrudee International School in Bangkok, (marketing).
In each case the school reports value in accessing an external viewpoint bringing with it experience in a range of school setting and countries. Interestingly, as a valid concept, this approach was much endorsed by the delegates at the CASE conference in Manchester with some of the larger and more successful schools reporting that retaining external assistance is standard operating procedure as they embark on new programmes.
Featured Article - Web Usage for Marketing and Development (return to top) School marketing and fundraising on the web – what’s happening? In preparation for a speaking engagement at the March 2003 CASE Europe Schools’ conference in Manchester, Washington Services recently surveyed a broad cross section of national and international schools in Australia, Asia and throughout Europe. The objectives of the survey were to:
The survey was conducted against the background of an assumption that the web is playing an increasingly important role in the outreach process in international schools worldwide. Responses from Heads, Business Managers and Directors of Development from 30 schools through Australia, Asia and Europe provided the following information. 1. Web Usage by Schools Respondents reported their web sites were applied to the following applications: - enrolment marketing 93% of respondents - alumni relations 93% - fundraising 29% - matched giving 11% - staff recruitment 82% - community services 36% - other* 43% * Other included parent information/news, (9 responses), weather warnings, information on summer programmes and public relations. Clearly at present the usage is primarily as a means of information dissemination re enrolments, alumni issues and staff positions with the interactive opportunities of fundraising and matched giving in particular, yet to really take off. 2. Marketing the School Respondents were invited to rank various elements of the marketing mix employed within their school according to their perceived importance now and in 3 to 5 years time. The mean scores of the resulting ranking were as follows, (zero being the highest and five the lowest): Now 3 - 5 Years
- web 0.4 0.3 - word of mouth 2.0 1.9 - media advertising 2.5 2.3 - school tours 2.7 2.7 - public/corporate relations 3.0 2.4 - recruitment fairs 3.5 3.3 The arresting features of this are that the web was ranked far ahead of the other options and that it is projected to move further ahead of the other factors over time. 3. Relevance for Alumni Relations In an effort to understand the significance of the web relative to alumni relations, respondents were invited to indicate those areas where they currently use the web. The results were: - address recovery 82% of respondents - alumni to alumni communication 53% - reunion promotion 82% - “news” of alumni 50% - promotion of donations 43% - promotion of bequests 29% Again usage relative to the promotion of on-line fundraising is roughly only half of that for address recovery or reunion promotion and opportunities exist to substantially exploit this. 4. On-line Giving More specifically respondents were asked about the effectiveness of on-line giving as a fundraising strategy to date. The results were disappointing in the extreme. Effectiveness was said to be: - Very successful 0% of respondents - Moderately successful 3% - Disappointing 14% - “Waste of time” 7% - Not applicable 75% Our inclination however is to not be deterred by these results given the extent to which on-line payments are becoming all pervasive in a range of industries. (Ireland’s highly successful “budget” airline Ryanair reports that as at end 2002 the web accounted for 94% of its bookings!) It is clear that the younger generation is totally committed to effecting transactions on-line and in our view schools will eventually have to offer this facility in order to engage them. 5. Editorial Control of the Web Site Who has day-to-day editorial control of the site was canvassed with respondents the results being: - Director/Head of School 14% - IT Dept 24% - Registrar 0% - Marketing/Development 45% - Others 17% If the web site is to be an effective external relations and marketing outreach tool it is worrying indeed to find that editorially one in four sites reside with the school’s IT department! Our hope is that this represents an interim phase in the evolution of the web as a communications vehicle and that the Marketing and/or Development department will gain editorial control in due course. It is difficult to see how sites can effectively reflect the “corporate image” of a school in the absence of this. 6. Appropriateness of control of web site In the light of the responses to question 5 above respondents were asked if they considered the present editorial control of their site appropriate. Clearly the majority of respondents do not share our view about the inappropriateness of control not residing with Marketing/Development as the results indicate: Yes 82% No 18% We suspect that this attitude will change over time as schools come to realise the critical importance of a coordinated approach to all forms of communication – the web included. 7. Independent and external overview of the web site Finally, respondents were asked if they engaged an independent external monitor or auditor to provide an objective view of the communications effectiveness, readability and functionality of their web site. The results revealed that the vast majority do not: Yes 18% Further Information (return to top) For further information and all other enquiries regarding Washington Services' consultancy services, please contact Frank Opray at: frank@opray.net Washington Services [ About Us | Our Products | Sporting Clubs |Email Form | Related Sites ] Copyright © 1998-2007 Washington Services. All Rights Reserved. |
