Miami 2015 Seminar Program - ICEF · National Association for College Admission Counseling (NACAC),...

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Connect. Recruit. Grow.

The ICEF North America Workshop - Miami

Seminar Program Overview • December 07, 2015Loews Miami Beach Hotel • December 07 - 09, 2015

Exclusively for educators from the US and Canada and international student recruitment agents focused on North America

Seminar Room 1

2:00 –

2:45

How to Maximize your ICEF Workshop Experience - For Agents

Stephanie Zimmermann, Senior Agent Relations Manager,

ICEF, Germany

Audience: Agents

2:45–

3:15

The US Agent Training Course (USATC) and the ICEF Agency Recognition Program

Tiffany Egler, Director - Agent Relations, ICEF, Germany

Audience: All

3:15 –

4:00

Where are the Students? Mobile Technology, Big Data and

Market PenetrationDuleep Deosthale, Co-Founder and

Vice President, Admission Table, USA

Audience: Providers

4:00 –

4:45

Work with Agents – The Student Perspective.

A University of South Florida Case Study Tim O‘Brien, VP - Global Business

Intelligence & Development, INTO University Partnerships, UKGlen Besterfield, Assistant VP -

International Admission & Global Partnerships,

University of South Florida, USA

Audience: Providers

4:45 –

5:30

Push and Pull: How to Drive Better Student Recruitment

Pamela Barrett, Director,Barton Carlyle, United Kingdom

Audience: Providers

5:30 –

7:00

The Rise of the Selfie: How Marketers Can Leverage Digital Trends

in Pop Culture Jacqueline Kassteen, Director,

ICEF Monitor, Germany Chris Price, CEO and Principal Advisor,

Adventus Education, Sri Lanka / United Kingdom

Anthony Lee, Digital Director,Study Group, United Kingdom

Audience: All

Seminar Room 2

2:00 –

2:45

How to Maximize your ICEF Workshop Experience - For Providers

Ian Cann, Sales Director - USA, ICEF, Germany

Audience: Providers

2:45–

3:15

The ICEF Agent Barometer 2015 - North America Findings

Sarah Mines, Sales Director - Canada, ICEF, Germany

Audience: All

3:15 –

4:00

The Study Abroad Market in EcuadorOliver Ricardo Dávila Rosero,

Managing Director, Estudios Internacionales WEA

(World Education Access) Cia. Ltda., Ecuador

Audience: Providers

4:00 –

4:45

Is Your International Recruitment Strategy Like the SS Titanic - Blindly Full

Steam Ahead but Doomed to Sink? Mark Lucas, CEO, iae Global, Australia Pushpinder Bhatia, CEO and Managing Director, PAC Asia Services P. Ltd., India

Audience: Providers

4:45 –

5:30

Recruiting from India: Market Trends and Future Potential

Sushil Sukhwani, Managing Director, Edwise Overseas Education Consultants,

India

Audience: Providers

5:30 –

6:15

Market Trends for the US and Canada in 2016

Samuel Vetrak, Founder & CEO, StudentMarketing Ltd., Austria

Audience: Providers

6:15 –

7:00

Choosing and Reaching a Target Market: A How To Discussion

Benjamin Waxman, CEO and Co-Founder, Intead -

International Education Advantage, USA

Audience: Providers

Seminar Room 3

2:00 –

2:45

Illinois, A Premier Study Destination Wojciech Wloch, Coordinator of

International Partnerships, Northeastern Illinois University, USA

Audience: Agents

2:45–

3:15

International Recruitment Strategies for a State Study Consortium: Promoting West

Virginia as a Study Destination Clark Egnor, Director of International Programs, Study West Virginia, USA

Tammy Johnson, Executive Director of Admissions and International Student

Services, Marshall University, USAMichael Wilhelm, Director - Office of

International Students & Scholars, West Virginia University, USA

Audience: Agents

3:15 –

4:00

Study Hawaii Educational Consortium: Why Study Anywhere Else?

Roger Fong, Executive Board Member, Study Hawaii, USA

Audience: Agents

4:00 –

4:45

Study Texas: Connecting International Students and Professionals with a

Quality Education in Texas! Teresa Kennedy, Executive Director -

Office of International Programs, University of Texas - Tyler, USA

Audience: Agents

4:45 –

5:30

StudyWisconsin: Connecting Agents & Institutions

Kevin Beisser, Chair, Study Wisconsin, USA

Audience: Agents

5:30 –

7:00

Truth and Transparancy: A Deep Dive into University-Agency

Relationships Lindsay Mathers Addington, Assistant

Director of International Initiatives, National Association for College

Admission Counseling (NACAC), USA

Audience: Providers

Seminar Room 4

11:00 –

1:00

Understanding AIRC Certification Mike Finnell, Executive Director,

American International Recruitment Council (AIRC), USA

Jennifer Wright, Director of Certification, American International

Recruitment Council (AIRC), USA

Audience: Agents

2:00–

2:45

EnglishUSA: We’re All about IEPs! Cheryl Delk-Le Good,

Executive Director, EnglishUSA, USA

Audience: Agents

2:45–

3:15

The Power of Reviews in Student Recruitment

Ross Holmes, Director, Online Products, ICEF, Germany

Audience: All

3:15 –

4:00

Study in Canada Information Session & Overview of the Canada Course

Colleen Duke, Public Affairs Officer, Consulate of Canada in Chicago IL, USACharbel Moreno, Manager, International

Affairs and Marketing, Languages Canada, Canada

Audience: Agents

4:00 –

4:45

Canadian Resource Showcase – Panel Discussion

Moderator: Sarah Mines, Sales Director - Canada,

ICEF, Germany

Audience: Agents

4:45 –

5:30

Study in Jamaica and Feel Alright Marlene Porter, Export Development

Manager, Jamaica Promotions Corporation (JAMPRO), Jamaica

Audience: Agents

5:30 –

6:15

The Global Reach of Online Education. How Does it Fit into Your Business Model? What Will it Mean to You in

2016 and Beyond? David Hooser, Chief Administrative Officer, Franklin Virtual Schools &

President/CEO, Franklin Learning Centers, USA

Audience: Agents

6:15 –

7:00

U.S. Department of Commerce Programs for International Student Recruitment Debra Rogers, Senior International Trade Specialist, U.S. Department of

Commerce Commercial Service Office, USA

Audience: All

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The US Agent Training Course (USATC) and the ICEF Agency Recognition ProgramTiffany Egler

Audience: All

►Session description

This session will provide you with an introduction to ICEF’s agent training courses as well as its agency recognition program.The US Agent Training Course (USATC) is designed for international education agents working with American schools, universities, and colleges to recruit international students, and is aimed at increasing agents’ knowledge and standards of practice in their work with both institutions and students.The course begins with a background on the US (history, geography, culture etc) and why it is the world’s leading study destination, then proceeds to detail the education system and what options it offers to international students. Topics include how to choose an institution, costs of studying, financial aid, how to apply, how to prepare, student visa and work possibilities, ethics, legalities and much more. Course participants can take an optional examination to become US Course Graduates (USCGs). USCGs will be listed on icef.com

The ICEF Agent Status (IAS) is recognised as an indicator of agent quality, showing that an agent has been successfully vetted for, and participated in, ICEF Workshops. The IAS is renewed through ongoing quality assurance screening and reference checks.

Educators and service providers are welcome to join the session.

►Speaker

Tiffany Egler, Director - Agent Relations, ICEF, Germany

Tiffany is a leading professional in the field of agent relations and workshop procedures. As Director of the Agents Department at ICEF, her knowledge and dedication has been crucial to the development of ICEF workshops and agent recruitment.During her 15 year tenure at ICEF, Tiffany has overseen the successful organisation of most of ICEF’s agent workshops and today, manages an international team which continues to develop and to increase efforts to ensure the recruitment of professional study abroad agents worldwide.

How to Maximize your ICEF Workshop Experience - For AgentsStephanie Zimmermann

Audience: Agents


This session will provide you with a step by step guideline on how to make the most out of your participation in ICEF Workshops in general and the ICEF North America Workshop - Miami in particular. The session will cover the following topics:

• Preparation prior to the workshop• Workshop parameters and how to maximise your time

during the event• Post-workshop follow-up• How to maximize your working relationship with providers

►Speaker

Stephanie Zimmermann, Senior Agent Relationship Manager,ICEF, Germany

Stephanie joined ICEF in 2006 through an internship program while completing her Master’s degree in Germany. In 2007 she accepted a full time role as a Project Manager in the Agents Department and has since May 2011 held the position of Senior Agent Relationship Manager.

Stephanie’s role includes connecting multinational student recruitment agents with international educators at ICEF events. In addition, she is responsible for building and managing a wide range of agent relationships and advising agents as to which ICEF Workshops will provide them with educator contacts to fit their student profiles and demand.

2:00 - 2:45

Seminar Room 12:45 - 3:15

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Work with Agents – The Student Perspective. A University of South Florida Case StudyTim O‘Brien & Glen Besterfield

Audience: Providers


Much has been written and discussed about the relationship between agents and institutions. At the centre of these relationships of course are the students and their wider experience. Based on internal and external research this presentation will explore what is important to students in the agent relationship, the extent to which students rely upon and value the guidance they receive form agents prior to arrival and whether they would recommend that service to their friends. We will then explore the implications of these findings from an individual institutional perspective – focusing on the University of South Florida.

The University of South Florida has grown international enrollments faster than any other university in the State of Florida over the past six years. It has built extensive relationships with agents world-wide and builds student feedback loops into the overall management. Dr Glen Besterfield will explore why students choosing USF use agents, what their experiences are and how that in turn helps shape the overall relationship. We will share insights which may help institutions and agents refine their relationship based on the shared student experience.

►Speakers

Tim O‘Brien, VP - Global Business Intelligence & Development, INTO University Partnerships, UK

Tim has spent the past seven years at INTO, having worked in a variety of senior roles across many areas of the business. Tim and his team are responsible for supporting the global business development function. His team also

leads on the market insight and intelligence function for the group. Prior to joining INTO, Tim held a variety of senior international positions at Liverpool John Moores, Salford and Nottingham Trent University - where he was International Development Director. During his tenure in the public university sector, Tim and his teams collected three HEIST International Student Recruitment awards - including Gold awards for best student recruitment campaigns. He has also served on the international board of UCAS, the UK’s national undergaduate student admissions body and was a board member of the Northern Consortium.

Glen Besterfield, Assistant VP - International Admission & Global Partnerships, University of South Florida, USA

Dr. Glen Besterfield has been a member of the Engineering Faculty at the University of South Florida (USF) for 28 years. He received his BS degree from the Missouri University of

Science and Technology, MS degree from Purdue University, and his Ph.D. from Northwestern University, all in Mechanical Engineering.In 2004, Dr. Besterfield served as Associate Dean in Undergraduate Studies and then in 2010, Dr. Besterfield assumed the role of Center Director for INTO USF, overseeing all aspects of the INTO USF operation. In Fall 2015, Dr. Besterfield assumed a new role in addition to his duties with INTO USF as AVP for International Admissions and Global Partnerships.

Where are the Students? Mobile Technology, Big Data and Market PenetrationDuleep Deosthale

Audience: Providers


The current generation of prospective students are frustrating the recruitment efforts of universities. The short attention span, an emphasis on bite sized information, an informal language coupled with a preponderance for the visual over the written word all have become a challenge for current marketing approaches. So how does one respond?

It is big data that becomes critical in helping understand the current generation’s behavioral patterns and attitudes from the mundane to the complex in order to engage with them. Furthermore, how does one penetrate into markets to find those elusive gifted students from beyond the select metropolitan destinations which account for a tiny fraction of prospective international students. Recruiting efforts must be scalable and sustainable. Mobile technology gives us the power to engage with a generation in their terms.

A generation that has little or no interest in accessing or using desktops or laptops, be it by design and / or by circumstances. The gamification generation is looking beyond and we have to respond appropriately or become obsolete.

►Speaker

Duleep Deosthale,Co-Founder & Vice President,Admission Table, USA

Dr. Duleep Deosthale (PhD, UCLA) is co-Founder & Vice President of the Silicon Valley based Admission Table www.admissiontable.com which uses mobile technology to engage with and help recruit international students for universities around the world. Admission Table has nearly 3 million prospective students on their community pages and services 75 university partners around the world. He was Dean and Professor of Humanities & Interim Dean School of Business at Manipal International University, Kuala Lumpur, Malaysia and also served as Vice President for International Education for Manipal Global Education (India) where he oversaw all international education initiatives of the Manipal group of universities in India, Dubai, Malaysia, Nepal and Antigua. Prior to this he was President of the New York based study abroad provider Knowledge Exchange Institute and before that Associate Professor and Dean, International Programs, Marist College, New York. He was an Asst. Professor and Director International Programs, University of Alabama at Birmingham.

3:15 - 4:00 4:00 - 4:45

Seminar Room 1

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Push and Pull: How to Drive Better Student RecruitmentPamela Barrett

Audience: Providers


Business as usual in international education is no longer an option. Increasing dependence on fewer markets driven by demographic realities requires a more creative, expensive and potentially riskier approach to student recruitment, overseas delivery and partner development. Growing financial demands and increased competition for the “best” students and a more complex pattern of student decision-making behaviours means that as international educators we need to make good decisions.But how do you get it right in a complex, fast-moving environment with few resources and little time?

This seminar will consider these challenges and focus on those international student recruitment and marketing levers that work. Based on close-up consulting experiences with many of the most active institutions and organizations in international education today, we will discuss the practices which can really drive strategic change and enhance international student recruitment. We’ll review the underlying themes and the principles behind great practice. We’ll identify those areas that have made a difference and why, and the key learnings that can help you achieve your goals.

►Speaker

Pamela Barrett,Director,Barton Carlyle,United Kingdom

Pamela is an experienced international education consultant, having worked in senior positions in the UK, USA, and South East Asia. Pamela has more than 25 years’ experience in global education issues in higher education institutions and organisations worldwide. Over the past 8 years, Pamela has delivered training and consulting projects in the UK, North America, Australia and Europe through her company, Barton Carlyle, which is based in Scotland.An Associate with KPMG, one of the global “Big Four” audit and advisory firms; Pamela operates as an international education expert providing insight for KPMG clients in the UK, Ireland and Australia. Previously Education Attaché in Washington DC for the British Council, Pamela worked in Malaysia and the USA to represent the bilateral relationship in education. Pamela has also represented i-graduate in North America for the ISB international student satisfaction survey and is an expert in the international student experience. A member of NAFSA: Association of International Educators, EAIE, NAGAP, AIR, Pamela has published articles on international student recruitment and marketing, retention and the student experience.

The Rise of the Selfie: How Marketers Can Leverage Digital Trends in Pop CultureJacqueline Kassteen & Chris Price & Anthony Lee

Audience: All


In this session we’ll offer examples of brands - in the education industry and beyond - that have successfully taken advantage of “the latest craze” (i.e., selfies, the Ice Bucket Challenge, memes) by using pop culture trends in their marketing and digital media efforts to build brand awareness, enable brand attributes to resonate with prospects, and better connect with young people.

Throughout the use of these examples, we will share best practice tips when engaging with current and prospective students, as well as alumni, on social platforms (i.e., Instagram, Twitter, YouTube, Vine).

Furthermore, we’ll look at how key characteristics of the Millennial generation align with current trends. In doing so, we will show the audience how we might use these characteristics and behavioral tendencies (as well as innovations in the tech industry) to predict future trends.

Attendees will walk away with a toolkit so that when the next trend pops up, they are prepared and can act quickly to leave a lasting impression with students. Tools include a checklist of how to identify a real trend, a planning structure to determine whether it is right or wrong for your brand to react to the latest trend, and a tracking system to determine the success of the campaign.

Moderator: Jacqueline Kassteen, Director, ICEF Monitor

►Speakers

Jacqueline Kassteen,Director - ICEF Monitor,ICEF,Germany

Jacqueline Kassteen has over 15 years of marketing experience in the international education and student travel industries, as well as in publishing, lead generation, retail, and financial services. She has lived in eight countries and is now based in London.Jacqueline joined ICEF in 2011 to launch ICEF Monitor, now the most popular website for international student recruitment covering all education sectors as well as areas that impact our industry such as immigration policies, technology, marketing,

4:45 - 5:30 5:30 - 7:00

Seminar Room 1

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and youth trends. Jacqueline is a regular presenter, plenary speaker, and panelist at various global events such as EAIE, English UK, English USA, ICEF, IALC, ALTO, AIRC, UK NARIC, and Quality English.

Chris Price,CEO and Principal Advisor,Adventus Education,Sri Lanka / United Kingdom

Chris Price is a Director and the CEO/Principal Advisor of Adventus Education. He is a highly experienced international education professional with 20 years experience of internationalisation, teaching, marketing and recruitment in Higher and Further Education. Educated in both the UK and USA, he has a Bachelor’s degree in International Politics and History, a Postgraduate Diploma in Marketing, and is a Fellow of the Chartered Institute of Marketing (FCIM) and a member of the Academy of Marketing.Chris held several international leadership positions in international education including on the Steering Committee and Board (latterly as the acting co-chair) of the EAIE Marketing and Recruitment Professional Section (for over 10 years), the international committee of the National Association of Graduate Admission Professions (NAGAP), representing London based universities in the British Universities International Officers Association (BULIA) and several other leader-ship positions.

Anthony Lee, Digital Director,Study Group, United Kingdom

Anthony has 20+ years experience promoting and marketing to youth audiences. He was involved in one of the world’s first TV-to-web enterprises, and was the marketing manager for a UK youth-based TV channel. He became the commercial manager for Optimistic Entertainment PLC, overseeing its international rollout, and won a nomination for a digital Emmy Award. He was the runner up in Channel 4’s National search for an Internet entrepreneur, and was one of the founders of University Choice TV.

Tony has been actively involved in digital marketing for student recruitment since 2005, working directly with Google and Facebook to reduce student acquisition costs and increase the proportion of directly recruited students. He lectures on digital marketing to universities on behalf of EAIE, the British Council, ICEF, CASE, and to US universities at NAFSA. Tony was with INTO University Partnerships from 2009 to 2015 where he spearheaded the organisation’s digital ambitions and specialised in attribution modelling and data-driven media buying while benchmarking metrics during recruitment cycles. Tony was recently appointed as the Digital Director of Study Group.

5:30 - 7:00

Seminar Room 1

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2:00 - 2:45How to Maximize your ICEF Workshop Experience - For ProvidersIan Cann

Audience: Providers


This session will provide you with a step by step guideline on how to make the most out of your participation in ICEF Workshops in general and the ICEF North America Workshop - Miami in particular. The session will cover the following topics:

• Preparation prior to the workshop• Workshop parameters and how to maximise your

time during the event• Post-workshop follow-up• How to maximize your working relationship with

agents

►Speaker

Ian Cann, Sales Director - USA, ICEF, Germany

In 2009, ICEF was pleased to announce Ian’s appointment as Business Development Manager for the USA, serving new customers in a rapidly growing market. Ian strives to assist those educators who are new to ICEF Workshops, and those who are new to the agent process as a whole.Previously, Ian was involved in international education as a sales and operations representative for BMI Media (Salão do Estudante/Expo Estudiante) based in Salvador, Brazil. He gained a wealth of experience in the global student recruitment industry, and especially the Latin American international student market.Prior to this, Ian was based in London, working for IPC Media (Time Inc.) on some of the most popular magazines and websites in Britain.Ian gained a Bachelor of Arts with Honours in Philosophy from the University of Leeds in the UK in 2005. He speaks English, Dutch, Portuguese, and some rusty French and Spanish. He currently divides his time between London and Barcelona, with frequent visits to the USA.

2:45 - 3:15The ICEF Agent Barometer 2015 - North America FindingsSarah Mines

Audience: All


The ICEF Agent Barometer is an annual survey of over 1000 ICEF-screened agents from more than 100 countries. This seminar will present the latest results from the 2015 Barometer, with a particular focus on those results most relevant to US and Canadian educators. This includes a year-on-year comparison of the attractiveness of international study destinations per education sector, as perceived by agents recruiting for a range of study programs.

We will also share:

• Where agents plan to send students in 2016• What agents’ concerns are for the year ahead• What agents see as the most effective marketing strategies for

educators• What institutions need to provide in terms of support for the

agents they work with The results provided will help educators to build their reputation and relationships with agents, and assist in developing strategies to market themselves and their destinations more effectively to agents worldwide.

►Speaker


Sarah Mines is a leading authority on international education trends in Canada, with over 15 years’ experience in marketing and partnership building. Most recently, Sarah was promoted to Director of Sales for ICEF Canada, where she has been working since 2011. As part of her mandate, Sarah works closely with key industry partners and educational institutions to help them achieve their internationalization goals and put Canada on the map. Prior to her role at ICEF, Sarah was the Marketing Manager for BCCIE, where she was involved in advancing British Columbia’s international education interests in key markets.

Although based out of Vancouver, Sarah can most often be found travelling the world and has visited over 60 countries.

Seminar Room 2

4:00 - 4:45

Is Your International Recruitment Strategy Like the SS Titanic - Blindly Full Steam Ahead but Doomed to Sink?Mark Lucas & Pushpinder Bhatia

Audience: Providers


This session looks at the challenges around developing and managing effective, mutually beneficial, high level relationships between agents and institutes. Whilst a growing number of Institutes from the US are working with education agencies, in reality, not many have been able to translate agreements from a signature on a dotted line into actual student recruitment that generates real income and profit for the institution or for their agent partners. Focusing on identifying and characterizing the key aspects that make agent / institution relationships work, the session will end with an open discussion forum to discuss actual cases / issues of institutes in this critical area.

►Speakers

Mark Lucas, CEO, iae Global, Australia

Mark Lucas established iae GLOBAL in partnership with OJ Kim of iae EDUHOUSE in January 2006. iae GLOBAL is one of the world’s leading international education recruitment and marketing consultancies with over 80 offices in 18 countries in the network recruiting in excess of 20,000 students per year to institutions

around the world. Prior to iae GLOBAL, Mark was the founding director and CEO of Technos Language and Commerce College (TLCC). In 2001, TLCC merged with Aspect Education Holdings, a UK-based education group. Mark was the Managing Director and Australian shareholder of Aspect Education in Australia until March 2005. Mark has been active in the private export education sector and was a director of and past Chair of the Australian Council for Private Education and Training, a former convener of the Affiliation of International Education Peak Bodies and a founding member of the Commonwealth Government Contribution Review Panel in Canberra. He is a past board member (Agent representative) of AIRC as well as NSW government International Education Task Force.

Pushpinder Bhatia, CEO and Managing Director, PAC Asia Services P. Ltd., India

Pushpinder Bhatia is an entrepreneur with 17 years experience in International Education & Student Mobility. He is a Permanent Resident of Australia and living in Delhi (India) & Sydney for the past few years. He is a proud Graduate

of Said Business School, University of Oxford, UK. He runs a successful company called PAC Asia Services Pvt. Ltd and represents over 250 institutes from the USA, Canada, Australia, UK, and New Zealand with offices in India, Nepal, Sri Lanka and Bangladesh. He is also a ‘startup’ Mentor and Angel Investor for early stage start-ups in Australia, he has recently launched his new online venture mapmystudy.com, an innovative online platform which allows students to search and map their education destination and program of choice based on their academic grades & profile. He has presented at many forums on student outcomes, employability and innovations in the education industry. He has also written for the EAIE Forum magazine and has assisted many international institutes in developing their marketing and recruitment strategies. Pushpinder is an active member of AIRC (American International Recruitment Council), EAIE and NAFSA and in India he is a member of the prestigious CII - YI (Young Indian Association).

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Seminar Room 2

The Study Abroad Market in EcuadorOliver Ricardo Dávila RoseroAudience: Providers


This presentation will provide you with an overview about the current status, opportunities and challenges of the Ecuadorian education market facing international education.

►Speaker

Oliver Ricardo Dávila Rosero, Managing Director, Estudios Internacionales WEA (World Education Access) Cia. Ltda., Ecuador

Ricardo Davila graduated from the Central University of Ecuador in the area of Finance and Business Administration. In 1985 he founded the Cambridge Language Institute in Ecuador, which currently has 3 centers in the country that operate successfully in different parts of country, all certified as official test preparation centers for the University of Cambridge.

In 2006 he started a new project, a Bilingual Elementary School under the license and the name of Cambridge Integral. In 2007, with his partner Ricardo Toscano they started “World Education Access”, a company entirely dedicated to promote and market programs to study abroad that is now a proud member of COICEC that brings together the most serious and important companies of this industry in Ecuador.

3:15 - 4:00

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Market Trends for the US and Canada in 2016Samuel Vetrak

Audience: Providers


What have we learnt from recent development in the US and Canada? How do they stand in comparison with other study destinations?

And what about source markets? Are there any new rising stars affecting the usual suspects?

Based on the latest market trends, Samuel Vetrak, CEO of StudentMarketing and renowned industry strategist, will identify and advise US and Canadian institutions on what they should keep and what should be rather left out when creating a successful 2016 international student recruitment and marketing strategy.

►Speaker

Samuel Vetrak,Founder & CEO,StudentMarketing Ltd.,Austria

Samuel Vetrak is the founder and CEO of StudentMarketing, a market research and business development company specialising in the global youth, student and educational travel market. The company, a United Nations World Tourism Organization (UNWTO) Affiliate Member, also a member of the prestigious international research association ESOMAR (Samuel Vetrak), provides comprehensive insights on the global student mobility patterns and market trends, and helps organizations to succeed in the international youth travel market (strategies, policies, solutions).

5:30 - 6:15

Seminar Room 2

Recruiting from India: Market Trends and Future PotentialSushil Sukhwani

Audience: Providers


The session deals with the dynamics of recruiting from India. Several institutions have learnt by trial and error the peculiarities of the Indian study abroad market. The talk deals with the education system of India and programs that the students seek. It explains how study destination choices are made and the various reasons that drive students to study abroad. The regional market profiles are explained, with locations to focus on for undergraduate and postgraduate programs. The presentation also deals with how to identify and service relationships with agents and institutions.

►Speaker

Sushil Sukhwani, Managing Director, Edwise Overseas Education Consultants, India

Sushil Sukhwani founded Edwise International in 1991, one of India’s first overseas education consultancies. He is a graduate from Mumbai University and has an MBA in Services Marketing from Bond University, Australia. As Director he has over 24 years experience in the field of International Education. Edwise is a founder member of AAERI (Association of Australian Education Representatives of India), AIRC, NAFSA, NZRA (New Zealand Recognized Agency). Sushil has vast experience in recruiting for UK, USA, Canada, Australia, New Zealand, Singapore and several other destinations. Edwise today has 24 offices across India and is India’s leading Overseas Education Consultants.

4:45 - 5:30

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6:15 - 7:00

Choosing and Reaching a Target Market: A How To DiscussionBenjamin Waxman

Audience: Providers


This session will address the challenge of building a global brand with a limited budget.

Participants will discuss international student recruiting and the criteria that can focus resources on target markets and marketing efforts most likely to work given their institution’s unique characteristics.

It’s a big world; you simply can’t reach everyone.

►Speaker

Benjamin Waxman, CEO and Co-Founder, Intead - International Education Advantage, USA

Ben has run a marketing agency serving academic institutions for more than 20 years. As CEO of Intead, Ben offers his extensive experience building internal and external relationships and overseeing and motivating virtual teams to all client engagements – important to international, multi-time zone marketing initiatives.

Embracing data, analytics, marketing trends, technology/web-based tools and social media, Ben brings far-reaching perspective to the challenge of promoting complex, multifaceted academic offerings.

Ben earned his Bachelor’s degree from Wesleyan University and his Masters in Business Administration from Northeastern University. He has also studied politics at Hebrew University in Jerusalem.

Seminar Room 2

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Illinois, A Premier Study DestinationWojciech Wloch

Audience: Agents


This session will provide an overview of the state of Illinois and why it is a great place to live and study, as well as information about the Study Illinois International Education Consortium and its purpose and membership.

Illinois is the 5th most popular study destination for international students in the U.S. We’ll talk about the many different educational, cultural, and career opportunities that attract them to Illinois, providing photos and statistics as illustrations.

►Speaker

Wojciech Wloch, Coordinator of International Partnerships, Northeastern Illinois University, USA

- Graduate studies at the University of Warsaw (M.A. in Political Science and Journalism, 2001-2003).

- Ed.D. studies at University of St. Thomas (International Higher Education Leadership, defense date: November 18, 2015).

- 2006 - Now: Coordinator of International Partnerships, Northeastern Illinois University

- 2013 - Now: International student recruiter for Europe, Eurasia, and Southeast Asia, Northeastern Illinois University

- 2015 - Now: Interim Associate Director, School for the Advancement of English Language and Learning, Northeastern Illinois University.

International Recruitment Strategies for a State Study Consortium: Promoting West Virginia as a Study Destination Clark Egnor & Tammy Johnson & Michael Wilhelm

Audience: Agents


Study West Virginia is an International Education Consortium of Colleges and Universities established by the West Virginia Higher Education Policy Commission (WVHEPC) in May 2006. The Consortium seeks to increase the number of international students in West Virginia by promoting West Virginia as a study destination for international students. In this session, the WVHEPC Director of International Programs will provide an overview of current international student recruitment strategies used by the Consortium and two of its member universities in West Virginia, Marshall University (presented by Dr. Tammy Johnson, Executive Director of Admissions and International Student Services) and West Virginia University (presented by Michael Wilhelm, Director, Office of International Students & Scholars).

►Speakers

Clark Egnor, Director of International Programs, Study West Virginia, USA

Clark Egnor has over 20 years of experience in international education. He has a Bachelor’s degree from Boston University and Master’s and Doctoral degrees from West Virginia University. He currently serves as Director of International Programs at the Higher Education Policy Commission (HEPC) where he provides leadership and support for the international programs and initiatives at all of the West Virginia public state colleges and universities. Prior to his appointment to this statewide position in September 2013, Dr. Egnor served as Executive Director of the Center for International Programs at Marshall University where he worked as an international education administrator for 20 years. As the chief university officer responsible for all international programs and activities at Marshall, Dr. Egnor was in charge of the university’s study abroad and exchange programs around the world, the international student programs, which served over 400 international students and scholars, the international admissions office, and the English as a second language program.

2:00 - 2:45 2:45 - 3:15

Seminar Room 3

Study Hawaii Educational Consortium: Why Study Anywhere Else? Roger Fong

Audience: Agents


The Study Hawaii Educational Consortium is here to show that while Hawaii is a beautiful paradise, it is also an excellent destination for educational opportunities. The Study Hawaii Educational Consortium represents over 27 accredited educational institutions across the state including K-12 schools, English as a Second Language (ESL) programs and schools, community colleges, and universities (public and private) This presentation will show all of the excellent reasons why students should choose to study in the state of Hawaii and what the various Study Hawaii institutions can offer including outstanding education and training opportunities.

The Study Hawaii Educational Consortium is accredited by the Better Business Bureau and works closely with the State of Hawaii DBEDT, NAFSA, and Education USA.

►Speaker

Roger Fong,Executive Board Member,Study Hawaii,USA

Roger Fong is an executive board member for the Study Hawaii Educational Consortium and has been in the international education field for over 20 years. He is the Center Director for ELS Language Centers/Honolulu located on the campus of Hawaii Pacific University. Roger has overseen Intensive English Programs all over the mainland US and is a board member for English USA, a board member for NAFSA Region XII, and a past chair for the NAFSA Hawaii/Pacific Islands district. He has also traveled internationally with the Governor of Hawaii to promote Aloha and educational opportunities to the state of Hawaii. A graduate of the California State University system (CSUN); and coursework at the Sorbonne, Roger is also certified in TESOL/TEFL.

3:15 - 4:00

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Tammy Johnson,Executive Director of Admissions and International Student Services, Marshall University,USA

For the last 20 years, Tammy Johnson has worked in admissions and enrollment management at various types of institutions of higher education. Currently, she is employed at Marshall University where she serves as Executive Director with oversight of undergraduate, graduate, and international admission, as well as international student services. Johnson is an active member of AACRAO and has twice served as Chair of the national AACRAO Admissions Policies and Practices Committee, has presented multiple times at state, regional and national conferences, has served as a trainer and professional resource for NAFSA, and as a peer reviewer for the Higher Learning Commission. Her published work has appeared in The Chronicle of Higher Education, ACCRAO SEM, and most recently, in the NASPA sponsored book “Increasing Adult Learner Persistence and Completion Rates: A Guide for Student Affairs Leaders and Practitioners.”

Michael Wilhelm,Director - Office of International Students & Scholars, West Virginia University,USA

Michael Wilhelm is the director of the Office of International Students and Scholars at West Virginia University, a land-grant university with a comprehensive Health Sciences Center. He has worked in international education for the last fifteen years, specializing in the areas of immigration, student services and recruitment. He has recently presented at national and international conferences including the OACAC Annual Conference, the NAFSA Annual Conference, the EducationUSA Western Hemisphere Regional Forum; the EducationUSA National Forum in Washington D.C.; and the ISEP 35th Annual Conference in Washington D.C.

2:45 - 3:15

Seminar Room 3

StudyWisconsin: Connecting Agents & InstitutionsKevin Beisser

Audience: Agents


Whether you are looking for a degree program or English language training, a city or a small town setting, the educational opportunities for your students can be found in Wisconsin. In this session we will discuss what makes Wisconsin unique as well as how agents can work with our institutions.

►Speaker

Kevin Beisser, Chair, StudyWisconsin, USA

Kevin Beisser is a Senior Immigration Coordinator in the Center for International Education at the University of Wisconsin-Milwaukee and current Chair of StudyWisconsin. Kevin has worked with International students at UWM for 18 years. Before his move to The Center for International Education, Kevin served for over 12 years as Assistant Director of Student Services in UWM’s English as a Second Language Program. Kevin has also served as Chair of the Wisconsin Association of International Educators and the NAFSA Region V Wisconsin State Representative. Kevin has traveled abroad extensively with extended stays in both Venezuela and Colombia. He has also presented at numerous State, Regional, National, and International Conferences including six previous ICEF Workshops. Kevin holds indefinite status at UWM and was the 2006 UWM Academic Staff Outstanding Performance Award winner.

4:45 - 5:30

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Seminar Room 3

Study Texas: Connecting International Students and Professionals with a Quality Education in Texas!Teresa Kennedy

Audience: Agents


The motto here in Texas is: Texas is like a whole other country!

Texas, the second largest state of the United States, is home to the best of everything: intellectual achievement, civic responsibility, artistry, athleticism, cultural diversity, and good old-fashioned knowhow. From innovative cultural centers to vast wild landscapes, the Texas experience combines the sensory and the cerebral in an exciting blend. Texas is home to the largest number of Fortune 500 companies in the United States, and is the top exporting state. Over the years, it has diversified its industry base and it is now a leader in many of the following industry sectors: energy, petrochemicals, computers, electronics, biomedical, aerospace, and agriculture.

There is a world of opportunities just in this one state and this makes Texas a great place for international students to study!

►Speaker

Teresa Kennedy, Executive Director - Office of International Programs, University of Texas - Tyler, USA

Dr. Kennedy joined the University of Texas at Tyler in 2009 and holds a joint appointment as Professor of bilingual science education/STEM Education in the College of Education and Psychology and as Professor of Engineering in the College of Engineering. She also serves as the Executive Director of the Office of International Programs (OIP), a unit within Academic Affairs, responsible for managing several cross-functional units including Study Abroad and Faculty-Led Travel Study Programs; International Student, Scholar and Faculty Services; International Research and Engagement; International Recruitment and Marketing; and the UT Tyler Intensive English Language Institute. As the Senior International Officer for UT Tyler, she serves as the Principal Designated School Official (PDSO) for F Program activities and as the Responsible Officer (RO) for J Program activities working with the U.S. Department of State Student Exchange and Visitor Program.

4:00 - 4:45

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Seminar Room 3

Truth and Transparancy: A Deep Dive into University-Agency RelationshipsLindsay Mathers Addington

Audience: Providers


Agency-based international student recruitment has been the subject of considerable controversy in recent years, particularly in the United States. In response, the National Association for College Admission Counseling (NACAC) has made changes to its code of conduct, issued guidance to institutions and students, and undertaken research into university-agent contracts. NACAC is committed to raising awareness and providing its members, the broader education community, and most importantly international students and parents with reliable information about agency-based recruitment. Come to this session to learn about preliminary research findings and related tools, and engage in a discussion around problematic practices and potential solutions.

►Speaker

Lindsay Mathers Addington, Assistant Director of International Initiatives,National Association for College Admission Counseling (NACAC), USA

Lindsay Addington is the Assistant Director of International Initiatives at the National Association for College Admission Counseling. She develops programs for and research around the counseling, recruitment, enrollment, and support of students looking to study in another country. Prior to NACAC, Lindsay worked at the American Council on Education’s Center for Internationalization and Global Engagement and at the George Washington University’s (GW) Office of Undergraduate Admissions. She holds a Bachelor’s in Communication from the University of Delaware and a Master’s and Doctorate in Higher Education Administration from GW.

5:30 - 7:00

Understanding AIRC CertificationMike Finnell & Jennifer WrightAudience: Agents


The certification (agency accreditation) process of the American International Recruitment Council is the industry qualification standard in the U.S. for verifying agency best practice. Educators wishing to require or reward AIRC certification in their agency vetting process and agencies considering undergoing certification are jointly invited to learn the steps required for an agency to become AIRC certified. The presentation will include concrete examples of key aspects of the certification process such as agency eligibility, high-level background screening, agency self-study documentation, site visit verification and ongoing compliance features, as well as an open ended discussion on the costs and benefits.

►Speakers

Mike Finnell,Executive Director, American International Recruitment Council (AIRC), USA

Mike Finnell became the Executive Director of AIRC in December of 2015. Previously he was the President and CEO of Youth For Understanding USA. He has nearly thirty years of experience in the international education and cultural exchange field and has also worked at Meridian International Center, Global Ties U.S., NAFSA and the Alliance for International Educational and Cultural Exchange. He holds a B.A. in Anthropology from the University of Kansas and a M.A. in International Affairs from the University of Pennsylvania.

Jennifer Wright,Director of Certification, American International Recruitment Council (AIRC), USA

Jennifer Wright (MA – International Affairs), directs the certification program for the American International Recruitment Council - the recruitment industry qualification standard organization in the U.S. AIRC‘s rigorous certification process for agencies is the quality mark for best practice in third party recruitment in the US. Her experience includes directorship of university study abroad programs and international programs offices at institutions including The George Washington University, The Cleveland Institute of Art and Cleveland State University.

11:00 - 1:00

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Seminar Room 4

EnglishUSA: We’re All about IEPs!Cheryl Delk-Le Good

Audience: Agents


Since its founding in 1986, EnglishUSA – the American Association of Intensive English Programs – has become the largest and most important IEP membership organization in the United States. Our mission is to provide support, standards and advocacy for our members – and for non-members as well. This presentation will outline: key issues, trends and challenges facing the organization and the IEP community; the services we provide for our members; and our vision to be the recognized voice of IEPs in the USA. The new executive director will provide a report of recent activities and highlight the value of EnglishUSA programs for agents and opportunities available for companies that provide services for IEPs.

►Speaker

Cheryl Delk-Le Good, Executive Director, EnglishUSA, USA

Cheryl Delk-Le Good is the Executive Director of EnglishUSA. She has been an active member in the field for more than 20 years. She served as President of EnglishUSA in 2011-12 and on the UCIEP Board from 2006-2011. She was the IEP Network Leader for the International Enrollment Management Knowledge Community for NAFSA in 2015 and recently completed a term as CEA Commissioner/Treasurer. Prior to joining EnglishUSA, she worked in the Intensive English Program at Georgia State University for 15 years as director/faculty. She earned MA degrees in French and TESOL at Michigan State University.

2:00 - 2:45

The Power of Reviews in Student RecruitmentRoss HolmesAudience: All


Online consumer reviews have disrupted many industries, particularly the travel industry. This seminar focuses on the power of reviews in the language travel industry, how this affects student recruitment and discusses how agents and schools can benefit.The seminar will also showcase Coursefinders.com, a student-facing site from ICEF that utilises student reviews as a central feature.The presentation is best for providers of language programs and agents.

►Speaker

Ross Holmes, Director - Online Products,ICEF, Germany

Ross spent 6 years based in Brazil with BMI Media organising student fairs in Latin America. He then returned to his native UK and worked for GB Mag, a media-channel reaching international students studying at UK universities.

He has now joined ICEF and is developing CourseFinders.com, a consumer-facing website that allows students to find and compare language schools around the world using peer reviews.

2:45 - 3:15

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Seminar Room 43:15 - 4:00

Study in Canada Information Session & Overview of the Canada CourseColleen Duke & Charbel Moreno

Audience: Agents


Come and get the latest information on Canada as a top study destination from the Government of Canada. The information presented will be of interest to agents in international education who seek facts, resources and other information to promote Canada to students and parents. The session will cover several key topics such as key characteristics for each level of study; average costs for international students; and a better idea of what it’s like to study, live and work as a student in Canada.

Learn about updates to the Canada Course for Education Agents, an online course produced by Foreign Affairs, Trade and Development Canada (DFATD) in cooperation with ICEF and the Canadian Consortium for International Education (CCIE), designed for education agents advising families about study opportunities in Canada.

►Speakers

Colleen Duke, Public Affairs Officer, Consulate of Canada in Chicago IL, USA

Colleen Duke serves as Public Affairs Officer in the Foreign Policy and Diplomatic Services section at the Consulate General of Canada in Chicago. Her sectors include environment, academic relations, education marketing, social/new media, and special projects. Colleen joined Foreign Affairs Canada in 2003, having previously worked in museums in Chicago and Washington DC. She has a BA in Art History and Economics from the University of Chicago and an MBA from Northwestern University.

Charbel Moreno, Affairs and Marketing, Languages Canada, Canada

Originally from Toluca, Mexico, Charbel has a Bachelor’s degree in Communications and a Master’s degree in Administration specialized in Marketing. He is currently enrolled at the University of Toronto studying for a certificate in Digital Marketing Management. Charbel has over 10 years of experience working for the education sector putting in place marketing strategies, events, giving presentations and building public relations. He speaks Spanish, English and French. His hobbies are food, playing soccer, movies and music. He loves all kinds of animals, especially dogs.

Study in Jamaica and Feel AlrightMarlene Porter

Audience: Agents


The eyes of the world are fixed on Jamaica for more than its appealing natural beauty and its captivating culture and cuisine. We are a small island country that has made a huge mark on the world through our culture, our music and athletic process. Who does not know Bob Marley’s reggae music and Usain Bolt, the fastest man on earth? Jamaica also boasts a wide range of quality institutions of higher learning that offer outstanding and dynamic traditional and professional programs in a variety of disciplines including medicine, engineering, teaching, business and the arts/creative industries.

The Study Jamaica program offers an opportunity to international students to immerse themselves in the wonderful culture, beauty and splendour of this major landmark of the Caribbean, as they pursue their field of study. Some local institutions are already attracting and engaging international students for their English Language Training, Undergraduate and Postgraduate Degrees and Diploma programs, as well as innovative short courses. Our premier institutions of higher learning have gained international reputation for their educational standards and their programs are comparable to those offered by some of the top universities globally. Jamaica Promotions Organisation (JAMPRO), the trade and investment promotions arm of the government of Jamaica, recognizes the tremendous opportunity for Jamaica to tap into this important trade and has rolled out a program to build the Study Jamaica Brand. The brand is excellent; and so too is the product and the price! Be a part of this tremendous growth opportunity. Choose Jamaica and choose quality, variety and diversity.

►Speaker

Marlene Porter, Export Development Manager, Jamaica Promotions Corporation (JAMPRO), Jamaica

Marlene Porter joined Jamaica Promotions Corporation (JAMPRO) in January 2008. She was subsequently appointed to her current position of Export Development Manager. In these roles she has enjoyed extensive and successful collaboration with public and private sector partners and with various Jamaican exporters. Many micro, small and medium sized businesses have benefited from her expertise as she has provided useful guidance in the design and implementation of enterprise development and capacity building programs, which have helped to enhance their competiveness and their ability to take advantage of market opportunities. Marlene holds a Masters’ degree in Business Administration (MBA) from the University of New Orleans and a Master of Science (MSc) degree in Economics and a Bachelor’s degree in Mathematics with Social Sciences from the University of the West Indies. She is also a trained Mathematics teacher.

4:45 - 5:30Canadian Resource Showcase – Panel DiscussionSarah Mines

Audience: Agents


Join this moderated panel discussion as CAPS-I, DFATD, EduNewBrunswick, and Languages Canada demonstrate key online tools and resources for studies in Canada. Learn the benefits and features of Canadian private schools as CAIS and La Fédération des Établissements d’Enseignement Privés explain the environment of private schools in Canada from both the national and provincial perspective.

The session will close with an interactive Q&A session.

Organizations represented: CAIS, CAPS-I, DFATD, EduNew-Brunswick, Fédération des Établissements d’Enseignement Privés and Languages Canada.

►Moderator


Sarah Mines is a leading authority on international education trends in Canada, with over 15 years’ experience in marketing and partnership building. Most recently, Sarah was promoted to Director of Sales for ICEF Canada, where she has been working since 2011. As part of her mandate, Sarah works closely with key industry partners and educational institutions to help them achieve their internationalization goals and put Canada on the map. Prior to her role at ICEF, Sarah was the Marketing Manager for BCCIE, where she was involved in advancing British Columbia’s international education interests in key markets.

Although based out of Vancouver, Sarah can most often be found travelling the world and has visited over 60 countries.

4:00 - 4:45

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Seminar Room 4

U.S. Department of Commerce Programs for International Student RecruitmentDebra Rogers

Audience: All


The U.S. Commercial Service, a division of the U.S. Department of Commerce, has a variety of programs that assist U.S. educational institutions with their international recruitment. Our staff can assist institutions with locating agents, meeting high school guidance or university counselors, and potential partner universities in over 70 countries.

►Speaker

Debra Rogers, Senior International Trade Specialist, U.S. Department of Commerce Commercial Service Office, USA

Debra Rogers is a Senior International Trade Specialist at the U.S. Department of Commerce Commercial Service office in Chicago. The mission of her agency is to expand U.S. exports of goods and services. Debra spends a large portion of her time working specifically on expanding exports of U.S. educational services, and has served as Global Education Team Leader for her agency. She has spoken about her work at numerous national and regional international education conferences. Prior to joining the Department of Commerce in 1991, Debra worked as a Peace Corps volunteer in Cameroon and as an International Operations Specialist for a grain trading company in Minneapolis. She also studied in Germany both as an undergraduate exchange student and as a Fulbright Scholar in international economics. Debra speaks German and French and has traveled to over 40 countries.

6:15 - 7:005:30 - 6:15The Global Reach of Online Education. How Does it Fit into Your Business Model? What Will it Mean to You in 2016 and Beyond?David Hooser

Audience: Agents


FLC (Franklin Learning Centers) is a recognised, global education organisation bringing cost effective, blended classroom and online academic solutions to students in over 50 countries. FLC academic programs include American middle school, high school, and tutoring solutions through its Franklin Virtual Schools brand.

FLC solutions also include English language enhancement, and a variety of study abroad and university preparation programs via its FLC brand. FLC’s partnership programs will ensure your agency or school is ready for a bright future in education services.

►Speaker

David Hooser, Chief Administrative Officer, Franklin Virtual Schools & President/CEO, Franklin Learning Centers, USA

Mr. Hooser is the President and CEO of Franklin Learning Centers, LLC. David is a 13-year electronics executive turned 17+ year entrepreneur. His career in the semiconductor business included sales and senior management positions at notable companies like Advanced Micro Devices, National Semiconductor and Motorola Semiconductor.Mr. Hooser has been in digital learning since 2006 and launched its branded online American school program, Franklin Virtual High School (FVHS) in 2009. FVHS is leveraging the Internet to deliver solutions to those needing a comprehensive, cost-effective and innovative way to complete a high school, enhance their English skills, prepare for college, or complete trade specific adult learning programs. FVHS is now offering courses, including a fully accredited grades 9-12 American high school graduation program, to students in over 50 countries.

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Seminar Room 4

Miami 2015 Seminar Program - ICEF · National Association for College Admission Counseling (NACAC),...

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