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International Education Agent Management A Best Practice Guide for the Queensland VET Sector
Provider Resources
List of Forms and Templates
Agent Management Process ....................................................................................................................... 3
Example of an International Education Agent Application Form................................................................ 4
Example of Provider Information (International Prospectus) ..................................................................... 7
Example of an Educational Referee Report ................................................................................................ 8
Example of a Student Referee Report......................................................................................................... 9
Process Checklist: New Agent Application ................................................................................................ 10
Example of Rejection Letter ...................................................................................................................... 11
Example of Education Agent Acceptance Letter ....................................................................................... 12
Example of Education Agent Certificate of Appointment ......................................................................... 13
Example of Order Form for Promotional Materials .................................................................................. 14
Example of Agents Manual Contents ........................................................................................................ 15
Example of Agent Database / Register...................................................................................................... 16
Example of an Agent Annual Communication Plan................................................................................... 17
Example of Performance Review of Agent Template ............................................................................... 18
Example of an Renewal of Education Agents Contract Letter .................................................................. 19
Example of Non‐Renewal of Contract Letter ............................................................................................ 20
Example of Letter of Termination ............................................................................................................. 21
Disclaimer This Guide, ‘International Education Agent Management: A Best Practice Guide for the Queensland VET Sector’, has been developed to provide ideas and examples on recognised industry good practice in international education agent management. It has been developed in good faith to support the Queensland VET sector and is intended for use as a source of ideas and options that can be adapted and customised for a provider’s unique situation. The Queensland Government recommends you obtain legal advice before proceeding.
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Agent Management Process Stage Process Templates and Forms 1. Identifying Agents
2. Appointing Agents • Agent completes application
• Application Form • Application Letter • Provider Information
• Gathering Information • Business Referee Report • Student Referee Report
• Assessment of Application
• Process Checklist
• Notification • Rejection Letter • Acceptance Letter (summary of contract) • Certificate of Appointment • Request for Marketing Material • Example Procedures Manual Template
3. Ongoing Agent Management
• Record Keeping • Example of Agent Database
• Customer Relationship Management
• Example of Communication Plan • Example of Agent Diary
4. Review • Review Performance • Performance table template
• Notification of Review • Renewal Letter • Letter advising of non‐renewal of contract
5. Exit • Exit • Letter of Termination
3
Example of an International Education Agent Application Form
<<Insert Logo>> Application for consideration to be appointed as an education agent Company Profile
Company Details
Company Name
Street Address
Postal Address
Phone
Web
Fax
Skype
Contact Officers Insert more fields as required
Company Director / Principal
Position
Phone
Alternative Representative
Phone
Company Background
Business Registration (ABN) No.
If agent located in Australia require ABN if located offshore ask for evidence of local business registration requirements
Details of registering country and authority
Has the company or any individual within the company every been involved in past, pending, threatened or potential litigation, arbitration, administrative actions or other disputes
Business Profile/Strategic Plan Y/N (please attach)
Organisational Chart Y/N (please attach)
Key Business Activities (List)
Year founded
Years as an education agent
Number of staff
EATC Training (PEIR Online) Y / N
Number of offices (locations)
Sub‐agencies
Partnerships with other agencies (List)
Associations/ affiliations with other relevant organisations (List)
4
Associations with any local authorities / governments / councils/etc. (List)
China Approval Is your agency on the Chinese list of approved Agents by the Ministry of Education or under an approved agreement? Provide details:
Marketing
Please indicate the geographical territory you will service.
Provide description of your target market, trends, demands etc.
Proposal for promotion and marketing in the territories.
Performance
Number of students sent abroad each year.
Proposed number of students sent to us in the next year.
Service Fees and Charges
What services do you provide for students.
Please provide details of any fees you charge students.
Referees
Educational Referees (x2)
Name
Position
Organisation
Address
Phone
Student Referees (x2)
Name
Address
Phone
Organisation/Institution studying
Declaration I am interested in representing you as an educational representative and I agree to do so in an honest and professional manner. I agree to:
• Regularly monitor policies and changes to the policies as reported on the DIAC website. • Regularly monitor policies and regulations and changes to these policies and regulations as reported on the
DEEWR website. • I have read the National Code of Practice for Registration Authorities and Providers of Education and Training to
Overseas Students (2007) and agree to adhere to the relevant Standards. Signed
Name Date
Organisation Position
5
Example of an Application Letter
<<Insert Logo>>
<<Date>>
[Click here and type recipient’s address]
Dear <<agent’s name>>
RE: Application to become an Education Agent for <<organisation>>
Thank you for your interest in representing and working with <<organisation>> as an Educational Representative. Please find enclosed an Agent Application Package. This package is for agents who:
• Have never been registered as a <<organisation>> educational agent,
• Have not been registered in the last twelve months.
<<organisation>> values the development of strong relationships with our Educational Representatives and ensuring mutually beneficial outcomes. We expect all of our Educational Representatives to behave professionally with the highest ethical standards at all times.
Before making an application we strongly encourage you to read the following:
• <<organisation>> International Student Prospectus – www.xxxx,
• ESOS Act (2000) and the National Code (2007) ‐ www.deewr.gov.au/esos,
• It is also recommended that you visit the Department of Immigration and Citizenship (DIAC) website – www.immi.gov.au .
If you decide to apply to become an Educational Representative for <<organisation>> you must answer all questions on the enclosed application form. All of the information MUST be in English or translated into English from a notary office in your country. It is also important to note that two of your referees must come from the educational sector. Once you have completed the application please sign and return the form. Your application will be assessed on the basis of your experience and the strategic alignment of your application with our needs.
We look forward to receiving your application. If you have any queries please do not hesitate to contact us on <<organisational contract details>>
Yours sincerely,
[Click here and type your name] [Click here and type job title]
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Example of Provider Information (International Prospectus)
1. Title Page 2. Welcome from CEO/Principal
3. Organisational Profile
a. History b. Reputation c. Professional memberships/alliances d. Fast Facts
4. City profile
a. <<organisation in>> Brisbane b. City profile (Fast Facts) c. Cost of Living
5. Why choose <<Organisation>>
6. Student support services
a. Overseas Student Health Cover b. Airport reception c. Accommodation d. Orientation e. Personal support f. Social activities g. College facilities h. English language support i. Employment opportunities
7. Study Options 8. Training Course Guide
9. Financial Information
a. Tuition fees b. Fee Refund policies c. Scholarships d. Employment options
10. Admissions Information
a. Entry requirements b. English Language Partners c. International partners
i. Agents ii. Colleges
d. Application Procedures
7
Example of an Educational Referee Report
<<Insert Logo>> Agent Referee Report Company Details
Name of Agent
Reference Check Phone/Email/Post
Date Checked
Referees Name
Position within the organisation
Name of Organisation
Phone
Skype
Background Information
What is the nature of your business relationship with the applicant?
How long have you had a business relationship with the applicant?
What do you consider are the applicant’s key strengths?
Do you have any comments or issues that may impact on the applicant’s knowledge, skills and ability to produce outcomes?
Marketing and Recruitment
Do you have any comments on the applicant’s ability to recruit students and generate business?
How do you find the quality of applications and students being submitted by this applicant?
Any additional comments
I declare that this information is true and correct
Signed: (referee or interviewed by)
Date
8
Example of a Student Referee Report
<<Insert Logo>> Student Referee Report Name of Agent
Reference Check Phone/Email/Post
Date Checked
Referees Name
Phone
Skype
Name and country of education institution
What was the nature of your association with the applicant eg. agent, travel agent, migration adviser.
What services did the applicant provide to you?
What do you consider the applicant’s key strengths?
Do you have any comments or issues on the service and advice you received from the applicant?
Any additional comments
I declare that this information is true and correct
Signed: (referee or interviewed by)
Date
9
Process Checklist: New Agent Application Agent Name
Territory/ies
Action Officer Date Comments
1 Send agent application package Covering Letter Application Form
2. Receive application form back from agent Signed by the agent. Referees provided
3 Application Assessed Referees contacted Application assessed against
organisational agent objectives Agent marketing plan assessed
4 Application Approved Generate Letter of Acceptance
(Cover letter) Generate 2 copies of Education
Agent Agreement. Send signed documents to
Education Agent for signing. Application Rejected Send rejection letter
5 Signed Education Agent Agreement returned Generate Education Agent
Certificate. Agent Manual Send pack to agent Send marketing material eg
International Prospectus to agent.
6 Enter agent details on agent database
10
Example of Rejection Letter
<<Insert Logo>>
<<date>>
[Click here and type recipient’s address]
Dear <<agents name>>
RE: Application to represent <organisation> as an Education Agent
I am writing to you in regard to your recent application to represent <organisation> as an Education Agent. Thank you for your application and interest however we are not appointing agents within <<territory>> at present.
<<organisation>> values the development of long term mutually beneficial partnerships with our approved Education Agents. At the present time <<territory>> is being serviced through a number of established Education Agents.
If you disagree with this decision you have the right to appeal. Please contact {your organisation} for information on the appeal process.
We will keep your application on file and if any opportunities arise where we can work together in the future we will contact you.
Thank you again for your application and we wish you success in your business.
Yours sincerely,
[Click here and type your name] [Click here and type job title]
11
Example of Education Agent Acceptance Letter
<<Insert Logo>>
<<Date>>
[Click here and type recipient’s address]
Dear <<agents name>>
RE: Application to represent <organisation> as an Education Agent in <territory>
I am writing to you in regard to your recent application to represent <organisation> as an Education Agent in <territory>. I am pleased to advise that your application has been successful.
<<organisation>> values the development of a long term mutually beneficial partnership with your organisation and would like to formalise this commitment through the signing of an Educational Agent Agreement.
It is with pleasure that we enclose two copies of the Agent Agreement between <<agents company>> and <<your organisation>>, in accordance with the ESOS Act 2000.
If you would like to accept this offer please sign both agreements and return one to us at your earliest convenience. Once we have received confirmation of your acceptance through receipt of the signed contract we will forward your Agent Certificate of Appointment, brochures and promotional material order form.
We thank you for your support and look forward to a long and successful partnership.
Yours sincerely,
[Click here and type your name] [Click here and type job title]
12
Example of Education Agent Certificate of Appointment
<Insert Logo> CERTIFICATE OF APPOINTMENT
Authorised Education Agent representing
<organisation> This is to certify that
<Education Agent Company>
Has the authority to provide information on courses and assist prospective students with their application and enrolment process with <organisation>. This is in accordance with the ESOS Act
(2000) and The National Code (2007).
<<Contract Signing Date>> until <Contract Expiry Date>>
Signed:
13
Example of Order Form for Promotional Materials
<<Insert Logo>>
Order Form for Promotional Materials Contact Name
Company Name
Company Postal Address
Email Phone No:
We wish to request the following promotional materials: Materials Quantity
Please complete this form and return to: <contact name> <Organisation> <Address> <Email> <Fax>
14
15
Example of Agents Manual Contents
1. Welcome 2. General information for students and agents
a. Studying and living in <where your RTO location> b. About your organisation c. Discipline areas d. Course information e. How to apply f. Credit transfer (RPL) g. Fees h. International scholarships i. Pre‐departure and arrival j. Orientation k. Late arrival
3. Application Submission a. Application procedures b. Contact details c. How to track application
4. General Financial Procedures a. How to invoice b. When to invoice c. What to invoice d. Refunds e. Contact details
5. Marketing a. How to order promotional materials b. Contact details c. Events and exhibitions attending over the next twelve months
6. Communication a. Upcoming agent events b. E‐News letter c. Training and communication opportunities d. Feedback form
7. Links a. ESOS b. DIAC c. DEEWR
Example of Agent Database / Register Agent ID Company Name Contact person Email Phone Postal Address Approved
Territory/ies Representative since
Agreement signed date
Agreement Renewal Date
Note: If this register is developed in Excel you can then sort agents within certain territories, agents with a similar renewal date, etc.
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Example of an Agent Annual Communication Plan Agent Territory/ies Communication Channels Training and Contact Marketing and Promotions E‐News
Letter Agent Portal
Visits Familiarisation Tour
Agent Training
Distribution of promotional material
Promotions Agent Events Marketing Budget
Name of agent
Brisbane x4 year xx/xx/09 xx/xx/09 xx/xx/09 xx/xx/09
x1 access
X1 year x2 linked to student targets x2 boxes
Any special promotions agreed upon and being offered by agent
Any events that agent is organizing
Details of marketing budget for each territory or each agent.
China x1 Access
x1 x1 box
Hong Kong x1 Access
x1 x1 box
Example of Performance Review of Agent Template
<<Insert Logo>> Performance Review Assessment
Agent I.D
Agent Name
Agent Address
Agent Sub branches
Contract Expiry
Contract signed / expired
Territory
Rank performance on the following scale. 1 = Exceeded expectations, 2: Met expectations, 3: Failed to meet expectations. Performance Criteria (KPIs) 1
Exceeded 2
Met 3
Did not Meet
(As per contract)
Target Students
Actual Students
% change from last review period
Compliance
Compliance with ESOS Act
Compliance with DIAC requirements
Compliance with College Code of Conduct
Customer Service
Application Processing
Response to enquiries
Student satisfaction
Admissions staff satisfaction
Marketing and Promotions
Request for additional marketing material
Use of marketing material
Outcome of promotional activities
Effective use of marketing budget
Incentives
Did agent qualify for any incentives?
Training and Qualifications
Has agent completed any further training or qualifications?
Details of training and qualifications
Feedback from Agent
Any comments or feedback from agent concerning partnership?
18
Example of an Renewal of Education Agents Contract Letter
<<Insert Logo>>
<<date>>
[Click here and type recipient’s address]
Dear <<agents name>>
RE: Offer to Renew Educational Representative Agreement.
I am writing to you to extend an offer to renew your appointment as <<your organisation>> educational agent for <<territories>>.
<<your organisation>> values the development of a long term mutually beneficial partnership with your organisation and would like to formalise this commitment through the signing of a renewed Educational Representative Agreement.
It is with pleasure that we enclose two copies of the Educational Representative Agreement between <<agents company>> and <<your organisation>>, in accordance with the ESOS Act (2000).
If you would like to accept this offer please sign both agreements and return one to us at your earliest convenience. Once we have received confirmation of your acceptance through receipt of the signed contract we will forward your Agent Certificate of Appointment, brochures and promotional material order form.
We thank you for your support and look forward to a long and continued successful partnership.
Yours sincerely,
[Click here and type your name] [Click here and type job title]
19
Example of Non‐Renewal of Contract Letter
<<Insert Logo>>
<<date>>
[Click here and type recipient’s address]
Dear <<agents name>>
RE: Educational Representative Agreement.
I am writing to you in relation to your appointment as an educational representative for <<your organisation>>. The current contract between <<your organisation>> and <<agents company>> expires on <<date>>.
During our review process it has come to our attention that you have not recruited any students for us in the last twelve month / OR <<territory>> is no longer a target market for our organisation// OR you have not met any performance indicators for the last twelve months.
For this reason we will not be renewing our contract with you. If you disagree with this decision you have the right to appeal. Please contact {your organisation} for information on the appeal process.
We thank you for your support and wish you future success in your business.
Yours sincerely
[Click here and type your name] [Click here and type job title]
20
21
Example of Letter of Termination
<<Insert Logo>>
<<date>>
[Click here and type recipient’s address]
Dear <<agents name>>
RE: Notice of Termination of Educational Representative Agreement
I am writing to you in relation to the educational representative agreement between <<your organisation>> and <<agent>>. The contract was effective between <<start date>> and <<end date>>.
It has come to our attention that <<agent>> has << insert reason>>. As you have failed to meet the obligations of the contract we hereby give you notice that under the conditions of the termination clause we are terminating the agreement effective from <<date>>.
As outlined in the contract you are required to:
• submit all applications and fees to <<your organisation>> up to the date of termination,
• cease to use any of our promotional material and return any that has not been used.
If you wish to discuss this decision further please contact <<name>> at <<organisation>>.
We thank you for your support and wish you future success in your business.
Yours sincerely,
[Click here and type your name] [Click here and type job title]