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Tutoring at the Crossroad

Inside this issue...
Tutoring at the Crossroad The Growth of the ATA ATA in the Press 1 2 2

Volume 8 | Issue 1 March 2013

In many ways tutoring nationally and internationally is at a crossroad. At the same time as there has been sustained growth and a rising recognition of the phenomenon of private tutoring, there has also been disquiet from mainstream schooling authorities who have an ambivalent attitude to the industry. This ambivalence belies reality and seems disingenuous. Apparently private tutoring for the purpose of remediation is ne, but private tutoring for the purpose of boosting academic chances on tests such as scholarship and selective schools tests and even NAPLAN is somehow abhorrent.This, even though on internationally standardised tests the literacy and numeracy standards of Australian children is falling. The NSW Teachers Federation was quoted recently as saying that preparation for the (NSW) selective school test is absurd and that preparation defeats the purpose of the test. This is an interesting stance. Clearly preparation, for anything where an outcome matters, is always better than not. The question of whether preparation subverts testing or, in the alternative, improves overall standards is an open one. People have always used coaches and mentors - to acquire skills in and hone athletic ability, to develop the capacity to sing and for dance and drama. Many parents also pay for driving instructors for their children who are learning road rules and to practice driving. Why should these endeavours be supported and encouraged but academic pursuits disparaged? The no-need-to-prepare approach to testing is at a crossroad as parents increasingly opt to invest in private supplementary education, as a preparation not only for academic success but as an entry into a meaningful life. The other aspect of the crossroad is the issue of technology. Since the roll out of laptops in schools and with the falling cost of tablet devices, the use of technology both to assist in tutoring and in providing possible opportunities has arisen. Most tutors will integrate technology and ICTs into their preparation and many will utilise technology for the purpose of internet-based research during the actual tutoring session(s). These are obvious uses of the technology. The overarching question for the industry is where to now? Subsidiary questions are:

Welcome to a New ATA Member 3 Grow Your Practice Global News News from Europe News from USA News from Vietnam News from Canada Malaysia Tutor Association Press Release 4 6 6 7 7 8 8 8

s Is it time and is the market ready for wholly online solutions to become the norm or will that s Will face-to-face tuition be displaced or replaced with technology offering exible modes of s s
delivery? What form should websites take and how much if any content should be free and how much paid for? What are the IP implications arising from the increased use of technology in respect of original materials and resources produced by tutors and private tutoring businesses? never be the form private tutoring takes?

It is important that tutors and tutoring businesses begin a cogent dialogue in respect of these matters. The market must be both responsive to the challenges presented by new technologies and also harness the best such technologies can bring to enhance student learning. A special contribution in this newsletter comes from Louisa Chan, a digital marketing expert from Malaysia. In her article she provides tips to tutors and tuition businesses in regards to use of the digital space. Tutors and private tutoring businesses are experienced change and the presence and implications of the digital space for the private tuition market are yet to be understood.

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The Growth of the ATA
The ATA continues it growth and as at end of February had 433 members. The ATA Board set a goal to reach 450 members by 30th June 2013 and we seem substantially on the way. Growth for the peak body has come at a signicant time. Private tuition in Australia and abroad is experiencing sustained growth and this has been attracting the attention of regulators. In Australia, the ATA enjoy a good relationship with government and the consumer protection bodies as well as the Department of Education tend to view the idea of responsible self-regulation favourably. Growth in interest in the ATA has meant that we are attracting interesting new businesses and tutors. Nadine Teffaha, a homeopath has recently joined. She is proled in this newsletter. We have had our rst Samoan language teacher join the ATA recently as well. The Public Service news reported as follows in Issue Number 304, 6 February 2013

Consumers Taught About Tutors

Parents and students are being warned about the need to check carefully before signing up for tutoring products and services. Commissioner for Fair Trading, Rod Stowe said tutoring businesses needed to be able to substantiate any claims they made and abide by the Australian Consumer Law and its guarantees in relation to any tutoring services or products. Fair Trading has issued a substantiation notice to one business about its marketing claims and all businesses should be aware of the need to be able to back up any claims they make to consumers, Mr Stowe said. Testimonials should be genuine and businesses selling products door-to-door should not take payments within the 10-day cooling off period and must abide by termination requirements. He said Fair Trading received 12 complaints and six enquiries about tutoring products and services in 2012. Mr Stowe said consumer detriment was a concern in non-English speaking communities where there was a great demand for tutoring and less inclination to make formal complaints to government agencies. We will be working closely with multicultural communities to get the message out to parents and students about their rights and the help that Fair Trading can provide if and when disputes arise, Mr Stowe said. Chief Executive of the Australian Tutoring Association, Mohan Dhall said the organisations membership had grown about 20 per cent in the last year. We now have 428 business and individual members and the Association is the largest it has ever been, Mr Dhall said. Tutoring in all its forms is highly valued by parents and the sector continues to grow. However, in some non-English speaking background communities parents do not exercise their rights for proper accountabilities. They should ask whether their tutor is a member of the ATA. With NSW school students facing the public schools selective schools test on March 14, the Fairfax media reported that the nature of exams leads to nancial opportunities for tutors. The article by Josephine Tovey and Amy McNeilage is titled, Testing times are big business and may be read at:
Source: http://www.smh.com.au/national/education/testing-times-are-bigbusiness-20130223-2ey2q.html#ixzz2Mtw75xfT A S S O C I AT I O N ( ATA ) LT D .

The New ATA Website

The new website, whilst still undergoing some ne tuning is helping to attract a larger member base. The capacity for people to sign up on-line means that we have broadened our reach and attracted members who visit the site. Download your free QR Reader app for your smartphone and scan here to visit our website

ATA in the Press

In December 2012 Katherine Danks, from News Limited, wrote a story on the use of tutors by parents seeking to have their child gain entry into a private school on scholarship.The notion of investment in private tutoring as a source of support and learning for children preparing for transfer testing (public to private) was explored. The article titled, Parents buying place at schools may be found at: http://www.news.com.au/national-news/nsw-act/parents-buying-placeat-schools/story-fndo4bst-1226533267747#ixzz2MuUMnny1 The new year always bring renewed interest and focus on private tutoring. The NSW Ofce of Fair Trading issued its annual Press Release on 8 February, which was followed up by a news story on Channel 10. Fair Trading Minister Roberts statement can be read on the NSW OFT website at: http://www.fairtrading.nsw.gov.au/About_us/News_and_events/ Media_releases/2013_media_releases/20130208_warning_on_ tutoring_products_and_services.html 2
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Welcome to a new ATA Member - Nadine Teffaha
My name is Nadine Teffaha I am a Homeopath, a graduate of The Victorian College of Classical Homeopathy. I have always been fascinated and captured by the gentleness and simplicity of the homeopathic treatment yet its high efciency. I am also a Medical herbalist, a graduate of the Southern Cross Herbal School. Plants have been used as medicines since prehistoric times. Our contemporary pharmacy of medical drugs contains more than one hundred drugs whose active ingredients are sourced from plants. Most plants are natures gifts for us to support our health and general well being. I have enhanced my health care provision skills with attaining the Bachelor in Health Science (Complementary Medicine) from Charles Sturt University. Health is a state of wellbeing. In order to achieve it, we need to seek treatment for what is ailing us as well as learning innovative ways of perceiving ourselves, our environment and implementing health promoting changes in our lifestyle such as our nutrition and activity. I have also trained at Health Traditions in the Eastern and Western Traditions of Cupping, Moxibustion and Gua Sha. These long established tactile therapies have proven to be a great adjunct to any other treatment in hastening the recovery to health. Our body is very intelligent. It is constantly capable of maintaining balance and harmony in all its systems and on all levels of its expression. However, there are times in our lives when certain challenges create stress, which can affect the ne balance that exists within us. It is at these times of disharmony and imbalance that Homeopathic and Herbal medicine can be a great support on their own or as an adjuvant to other complementary or conventional treatments. Using the wonderful ways of healing that I have been privileged to learn and practice, it brings me great joy to be of service to my patients in helping them re-gain and maintain health and well being at an optimum level. I have joined recently ATA as I was seeking the support and guidance of a professional body in relation to the tutoring service I provide to students of homeopathy. It is a great advantage to be a member of a professional association who can inform its members of the latest development in the eld and encourage them to provide best practice by reaching and maintaining quality, consistent and ethical standards. The role of a tutor is very exciting and rewarding. I get very pleased when my client gives a sigh of relief when an area of learning or practice which was previously obscure becomes claried and easy to comprehend. Through my experience as a student of natural medicine and as
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an assistant supervisor in a homeopathy student clinic at a local college, I have found that time spent one on one by a teacher/tutor with the student ensures that areas of confusion or misunderstanding of the course theory and application are attended to swiftly. The student: s )S GUIDED IN THE RIGHT DIRECTION s $EVELOPS A GREATER DEPTH OF UNDERSTANDING AND RETENTION of the material studied s (AS FURTHER INSIGHT INTO THE PRACTICAL APPLICATION OF THE material s )S GIVEN AMPLE TIME TO PRACTICE WHAT IS LEARNED THROUGH supervised exercises. One of the greatest obstacles for a student towards effective learning is developing a faulty understanding of the subject due to minimal individual supervision and guidance during the students education journey and later, building on that faulty platform further knowledge. The number of students, tight schedules and pressing curriculum deadlines can be quite taxing on time available and do not often allow the teachers to provide sufcient individual attention in the classroom. Tutors complement teachers work at school/college by offering this extra individual attention.

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withintuition Grow Your Practice - Reach Out To An Explosive Reach More Prospects, Help More People Online Market by Louisa Chan 
Grow Your Practice - Reach Out To An Explosive Online Market by Louisa Chan

  More Prospects, Help More People Reach They Are Searching For owner, Your reaching Service Online Whether you areActively a private tutor or a business more prospects allows you to help more people. But where are these people and how do you nd them? 
   They Are Actively Searching For Your Service Online  actively looking  We have 2.5 billion people on the internet doing 3.3 billion Google searches every day. In addition to that 2 billion YouTube searches checking out service providers and 1  billion Facebook searches are done daily. These people are actively looking for information or solutions to their problems. And they are checking out service providers  and vendors before they engage their services.  online visibility  They may not all be looking for tutoring services, but that is potentially a lot of trafc that you can tap into. It makes sense for you to  have some online visibility so you show up online when prospects look for your services. So Where Do I Set Up My Online Presence? Facebook So Where Do I Set Up My Online Presence?  LinkedIn   YouTube  At the time of my writing, Facebook , the top Social Media Platform reports 1.06 billion active monthly users. LinkedIn hit 200 million   users in Feb 2013 and YouTube has 800 million active users with 4 billion views per day. YouTube is the second largest online search
 engine after Google. Users go to YouTube and search for How To solutions. 

  Ideally we would set up presence on all major social media platforms. However, not many private tutors have the time nor the  resources to do that right away. And promising new platforms are popping up every month!   So Heres the Strategy - 2 Tips For Your Online Visibility So Strategy - 2 Tips For and Your Online Visibility Tip # 1 Here's - Set upthe your own website as a Hub Focal Point for all your online activities. s 9OU ATTRACT PROSPECTS TO YOUR WEBSITE Tip #THAT 1WITH Set PROVIDING up yourINTERESTING own website as INFORMATION a Hub and Focal Point for all your online activities. s 9OU DO AND USEFUL THAT ADDRESS THE PROBLEMS YOUR PROSPECTS ARE FACING   POST  s !ND YOU REGULAR SUGGESTIONS SOLUTIONS STRATEGIES ON TRENDS IN EDUCATION OR THEORIES OF LEARNING SO THEY ARE ATTRACTED TO VISIT your site  regularly  
This way you your online Authority and the Trust Factor with your prospects. The more they read your material and know  build  about you and your approach, the more they will see you as the go-to person in your area of expertise.




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 Build on Relationships  You can do that by: Show your Authenticity your Website.  s 0UTTING UP A PROFESSIONAL YET APPROACHABLE PHOTO  s !DDING SOME TESTIMONIALS newsletters  s 3HOWCASING YOUR QUALIlCATION EXPERIENCE AND CERTIlCATES  s 9OU CAN ALSO INCLUDE A SECTION FOR BLOGGING WHERE VISITORS CAN  leave comments and communicate with you. So your website becomes Own Your Web Address active with engaging audience.  own Web Address Build Relationships You may also want to collect your website visitors email addresses so you  can send them regular newsletters even if they may not have the time to  come visit your site often.   Own Your Web Address  And one very important point is to build you website with your own  Web Address using your own domain name. So youll have a website whowhere they hang  strong Social Media presence  Tip # 2 - Set Up Social Media Presence where your clients are  Facebook Depending on who you want to focus on tutoring and where they hang out online you will dry up a strong Social Media presence. YouTube For example, if you want to tutor high school or college students you will set up a Facebook Page because that is where the students as Instagram well as their moms hang out. But if you want to run a guitar class you may want to set up a YouTube channel. And if you want to teach  photography then youll do well to have an Instagram account. Don't Mechanically Auto Post social media platformunique charactersegments of people Dont Mechanically Auto Post toneconversations Because each social media platform has its unique character, different segments of people will meet up there. The tone and  nuance of the conversations that takes place will vary among the platforms. It is therefore not advisable to use the same message on  all social media platforms.You wouldnt repeat the sentence you just said to a friend at the school board meeting, would you? 
Listen First,Then Add Value Listen First, Then Add Value. Once you have a presence, you can listen in on the conversations and get to know your prospects. Pitching your audience on Social listen inget to know Media platform the moment you meet them will turn them off. Participating in their conversations and offering practical advice will  add value to your prospects, build relationships and trust. with an address of www.YourDomain.com instead of www.YourDomain.SomethingElse.com. This is for branding purposes as well as for Tip # 2 - Set Up Social Media Presencewhere your clients are. having control of your content and positioning your site for online searchability.

practical adviceadd value  Then You Bring Them Home  Once you have built some measure of credibility, you can then invite them to your page or group and build your community. Eventually Then You Bring Them Home. you will want to direct your fans and followers to your website, your home base. From there, you can further nurture the  relationship with your newsletter and turn them into loyal clients. direct your fans and followers to your
So now that you know where your clients are and how you can reach them, start implementing these tips and attract some students!

About Louisa Chan

Louisa helps Tutors and Training Providers grow their businesses with Digital Marketing. She has project managed and consulted with multi-national corporations in 6 countries. Her Digital Marketing Courses are approved and accredited by the Australian Association of Massage Therapists of Australia. Louisa manages her own Marketing Agency and has been featured on national press and featured on national Business Radio. For more business growth tips, visit www.SynergyMarketingPro.com

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Global News
There is much happening around the world in the eld of private tutoring. Recent research conducted by the ATA revealed that at least 25 major news items had been in the Press in the last 6 months across the world. Some of these may inform ATA policy and planning. In Europe, the peak body, ENES convened in the German parliament in order to send a strong message to the Turkish government in regards to its ban on private tuition to commence on July 1.

News from Europe

The Extraordinary Congress of the European Network of Educational Support (ENES) took place on Saturday 19th January 2013 in Berlin. The main topic of the conference was the issue of the pending ban on Turkish Dershane (private tutoring bodies). The Turkish government, led by Mr Erdogan has announced a ban to commence after the middle of the year. The management of ENES with a letter from the President Mr George Hagitegas sent a formal protest to the European Union (EU) and organisations such as UNESCO. Freedom in education is a requirement for progress and prosperity in all modern democracies. It was the main message of the Congress and the European national associations that make up ENES want the market of educational services. Many journalists from Turkey were at the conference and gave extensive reports in the Turkish press and TV networks.

Upcoming Conference Thessaloniki 6 and 7 July

The next Congress of ENES will take place in Thessaloniki on 6 and 7 July 2013 and many representatives of supporting education centers from many countries are invited. An important theme of the conference is to nalise the structure of the GTA (Global Tutorial Association) an Australian Tutoring Association initiative - which will protect all forms of education by government interference and unfair competition across the world.

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News from USA
by Sandi Ayaz, NTA
National Tutoring Association Works with AT&T Aspire Program and LEAD to Keep Teens in School The National Tutoring Association (NTA),The LEAD Program and AT&T have teamed up to mentor and tutor over 1,000 students at risk of dropping out of high school. This six-city program will develop student academic and life skills as a project within the AT&T Aspire Mentoring Academy. The Mentoring Academy is the key community engagement program of AT&Ts $350 million investment in Aspire, focused on high school success and leading to college and career readiness. AT&Ts employees are helping their communities with a goal of providing 1 million hours of mentoring to students at risk of dropping out of high school. The NTA was chosen by LEAD, the organizer of this particular program, as the primary tutor training resource. With over 20 years of experience, NTA is the only US educational association accredited to train and certify tutors, tutor trainers, tutoring programs and centers, and academic coaches. The mentoring and academic readiness program incorporates NTA training and certication of high-school peer tutors at approximately 36 schools designated during this semester. AT&T employees may also elect to receive academic coach training and national NTA certication in support of their mentoring activities. In addition, city champions will have the opportunity to join the NTA Train-the-Trainer program, in order to conduct future tutor trainings in 2013 and thereafter. The tutor and academic coach training workbooks and on-line trainer development campus were developed by Crossroads of Learning (Los Angeles) in conjunction with the NTA and Fielding Graduate University (Santa Barbara). This curriculum is currently in use at hundreds of schools and tutoring centers throughout the U.S. and internationally from Bejing, China through Canada and Saudi Arabia. It is approved for continuing education units by Fielding Graduate University. The AT&T sponsored program kicked off in Chicago at Northwestern University on October 20, 2012 where high school students met with AT&T employees who will mentor them during the 2012-2013 school year. The ve other cities (Raleigh/Durham NC, Bedminster NJ, Atlanta GA, Dallas TX, and Washington D.C.) will also begin operations in the coming weeks. The Chicago launch featured team-building exercises and oneon-one meetings between mentors and students. Karen RoysterJames, Director of the Learning Studio - Science and Math Learning Center at Columbia College Chicago and NTA Vice President and Board of Directors Member addressed the group to prepare them for the tutoring and coaching challenges that lie
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ahead. The following weekend saw the rst group of peer tutors trained by NTA Certied Master Tutor Trainer Avery Austin who found that these are highly motivated students are willing form a vanguard for educational change within their schools. It was a pleasure to engage them in the crucial development of the skills and understanding of effective peer tutoring. Throughout the program year, the student participants will meet regularly with their AT&T mentors and receive regular tutoring at their schools. The goal will be accomplished through utilization of Inspired by LEADs TRIAD program, one-on-one mentoring with AT&T employees and individual and small group peer-tutoring to develop skills and plan careers.

News from Vietnam

By Nam Nguyen, ATA Board Member

The phenomenon of private tutoring in the Vietnamese education system exists alongside the ofcial education system. In the private tutoring system, students attend extra classes (di hoc them literally meaning to do extra study) to receive further reinforcement or intense teaching in concepts they have touched upon in school. These private tutoring sessions have become widespread in both urban and rural areas in Vietnam with a current enrolment of more than 30 percent and 50 percent of primary and secondary students respectively. Private tutoring accounts for a considerable portion of Vietnamese household budgets allocated to education. There are many forms of private tutoring in Vietnam. Private tutoring can be organised by teachers, by schools or by private tutoring centres. The form private tutoring takes can range from one on one student teaching at either the students or the teachers home to very large classes of hundreds of students at private tutoring centres. The main driver of private tutoring in Vietnam is admissions examinations for public university placements in Vietnam. The most popular subjects tested on university entrance examinations and upper secondary school graduation examinations are Mathematics, Physics and Chemistry and consequently, these subjects are also the most popular subjects for private tutoring in Vietnam. Culturally, most high school graduates in Vietnam prefer to continue their education at university rather than do something else and consequently, they are fully prepared to invest in private tutoring classes to obtain university admission. As such, private tutoring has therefore become popular because passing admissions examinations has become a gateway to further education and career advancement in Vietnam.
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News from Canada PRESS RELEASE:
Selection and merit
12th March 2013
In 2013 4,158 children in NSW will be offered a place in a selective school following the NSW Selective Schools Placement Tests an increase of 21 places from 2012. However 13,512 children will sit the entry test on Thursday March 14th having applied to get into selective schools - an increase of 147 over last year. Most of the children sitting the test will have had private tuition. Whilst the schools will be the beneciaries few if any will acknowledge the important role of private tutors and coaching colleges in supporting children and their families to prepare for the tests. Preparation for entry into academically selective schools is similar to entry in any other selective school, sporting, dramatic or musical: it requires that students demonstrate merit in the chosen eld and application in order to succeed. All of the following notable Australians went to selective schools: Michael Clarke, Jaryd Hayne, Israel Folau and Usman Khawaja (Westeld Sports) Lindsay Farris (Newtown Performing Arts) Justice Michael Kirby and Sir Douglas. ATA CEO, Mr Mohan Dhall said, Just as academically selective schools benet from the excellent work done by tutors to prepare students for exams including the test to get into such schools so too do other schools benet from coaches and mentors. An element of the success of selective schools comes from the work of private tutors and coaching specialists, he said. It is time for these schools to acknowledge the important input private tutors, mentors and coaching make to students.

Jennifer Roselli,Vice President of Operations, Tutordoctor

The need for tutoring services worldwide does not seem to be slowing down! Tutor Doctors expansion into Mexico, Columbia, Chile, Panama, Ecuador, Saudi Arabia, Nigeria and the UK markets continues to grow as the need for help with education is international and families are the main driver. Parents all over the world are ensuring that their children not only attend school, but also engage in extra-curricular activities, and that includes tutoring! Tutor Doctor sees these markets as a big driver in their growth and are excited at all the attention tutoring is receiving as a means to move forward.

Malaysia Tutor Association...?

Some ATA research has revealed the existence of a Malaysia Tutor Association - http://www.mta.org.my/ The MTA has set up but there is no reference to the lifting of ideas from the ATA website! Huge sections of text have been lifted and they even purport to have a Newsletter but no link to a newsletter exists on their site. The ATA has been aware for some time that occasionally members have raised concerns about breaches of copyright occurring between rivals. We did not think that the Association as a whole would have its material copied! The ATA will be in contact with the MTA who presumably will change the webcontent or offer some explanation. Interestingly, the ATA has been involved in the past with people in Malaysia, Singapore and Indonesia to set up a tutoring organisation for each of those nations. Indeed we even offered to assist. It seems as though some action has been taken - alas not quite in the way envisaged.

Within Tuition Editor Mohan Dhall Email mdhall@ata.edu.au Phone 02 9704 5724 Mobile 0408 619 714 Contacting Us For contributions and comments please email the ATA mdhall@ata.edu.au or ofce@ata.edu.au Alternatively, mail us at: Australian Tutoring Association (ATA) Ltd. PO Box 256, Croydon NSW 2132 Phone 02 9704 5724 or Mobile 0408 619 714 Fax 02 9744 0519

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