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Build your brand with a StudyWorld village

If you came to StudyWorld 2017, you couldn’t miss the red carpet and branded backdrop of the TEN StudyWorld village. And their experience was so good, that they have already booked a village for StudyWorld 2018. If you are thinking of creating a village this year, read on to find out what Kevin McNally of Torquay International School, who organised the TEN village, thought of the experience.

What is a StudyWorld village? A StudyWorld village is a branded zone of education providers in the same association or group. It is a great opportunity to create a strong visual presence and group similar providers for agents and buyers. Last year StudyWorld villages and zones included: BAISIS, TEN, Quality English and ALTO. TEN represents ten independent ELT centres that work together on promotions and best practice.

Why did you decide to come together as a StudyWorld village?

“We thought we would like to have a very strong brand at StudyWorld, particularly as it was UK-based operators only for the first time. As we’re all based in England we thought it was a great opportunity to emphasise the strength of the TEN brand and that all our schools are UK-based.

“We wanted to do something stronger than flags on the tables. Because English UK was so co-operative and Richard Day [of TEN member English in Chester] came up with a very strong branding, working with a designer, that really helped. We wanted to present ourselves as a group sharing the same ideals and philosophy, but with different offers around destinations and courses.”

How did it go? Did it make a difference to bookings?

“It was fantastic, it was great; we feel we set the standard for other groups, which is amazing as we’re a small group of just ten schools. We took on the big players in how we presented to the world, so it was great. And my school alone converted three agents so we’re very happy.”

Did agents and buyers notice you?

“We had really positive comments from agents and cross-fertilisation in the sense that we had a strong group presence so if they’d worked with Torquay for many years then they would wander over to the Cambridge Academy of English and start talking to them. We found the level of quality and trust they had with us would transfer to other TEN members which is great and what we hoped to achieve.”

What happens next?

“We’ll have to see how we can do better next year. We’ve set a standard so we have to keep on improving. This year was better than we thought it would be; there was quite a bit of trepidation in what we thought it would be like.

“StudyWorld I thought was an amazing success. The location was fantastic and although people were worried about it being for the UK only, it worked fantastically. It was the logical thing to do. Now it’s going from strength to strength.”

Could a StudyWorld village boost your brand? Find out more by contacting Siobhan Baccas on siobhan.baccas@englishuk.com