INDEX

INTRODUCTION
OBJECTIVES
1. Review of information on Latin American students traveling to Australia and
government statistics.
1.1. Students from Colombia who traveled to Australia in 2018
1.2. Study in Australia
1.3 Increase our Hispanic population in Australia

2. Surveys
2.1. Satisfaction and performance surveys that will be conducted in Australia to
active students.
2.2. Surveys to future applicants made to our students and people interested in
carrying out the academic project of improvement of the language.
2.3. Surveys to the company's academic consultants in Latin America to determine
improvement actions so that they can promote Greenwich College more actively.

3. Projection of current and potential students for the 2019 AO and Greenwich
College.
4. Facilities and interesting aspects to highlight
5. Marketing Proposals for Greenwich and AO support
6. Conclusions
 INTRODUCTION

The present project aims to give Greenwich all the tools and support of the company
AO and the constant work of marketing by the applicant Natalia Diaz Valdiri, will
carry out a series of proposals that have the purpose of giving Greenwich the
recognition and importance it deserves, as well as helping the company in all its
offices with the promotion and constant hard work to increase the number of
applications to it, through these tools we have the conviction of increasing numbers
has the school, generate a voice to voice and that Greenwich begins to improve the
position it currently has not only within Australia but in the countries where the
Australian Option has offices.
Greenwich College is an institution that has a wide variety of programs not only in
the language improvement part but also in vocational programs of high demand in
Australia, academic teaching in the majority of Australians or those from English
speaking countries, facilities and campuses for be the number 1 of Australia all this
in order to get in exchange a scholarship for 40 weeks where it will be shown with
numbers and reports and work with the marketing teams of Greenwich and AO from
a personal perspective sharing it to each other applicants and encourage AO
students in Australia and new students to make their visa extensions with Greenwich
College, it is worth noting that Greenwich has always been one of the top institutions
for the company and it is for this reason that it has the best disposition to perform all
the proposals that are framed in the following project and which seeks in general to
improve the position of the nstitution in a global way.
 OBJECTIVES

1. Avoid the low numbers of students in Greenwich because of the different market
variables such as: Competition, the rise of the dollar, the embassy and its migratory
changes or updates, the mix of nationalities, bad comments, reputation before the
government.
2. Increase the number of Greenwich applications through the work of Natalia Diaz
Valdiri - Australian Option Education and Greenwich College
3. Publicize the number of potential students for Australia and how it can be attracted
despite having so many choices of destinations and academic institutions.
4. Create new commercial and marketing tools to encourage current students of the
institution to make known the things to improve and the good of it by encouraging
the testimonies of Latin American students, disclosure of the same students in social
networking groups, post and contests that promote Greenwich more.
5. Make the marketing team aware of Greenwich's weaknesses and turn them into
strengths that allow us to grow much more.
6. Through marketing studies, student satisfaction surveys and networking,
incentives must be created that positively impact students and increase applications.
DEVELOPMENT OF THE MARKETING PROPOSAL FOR THE GREENWICH
COLLEGE SCHOLARSHIP - AUSTRALIAN OPTION EDUCATION

1. Review of information on Latin American students traveling to Australia and

government statistics.
1.1. Students from Colombia who traveled to Australia in 2018
According to data provided by the newspaper El Espectador, it is estimated that
more than 50,000 Colombians travel to this destination every year, with young
people being a considerable group in this group of travelers.

"Different rankings and studies help these young people to make the best decision,
for example, that in the latest study presented by the renowned newspaper The
Economist: 'The most livable cities in the world' was named for the seventh time in
a row City of Melbourne (Australia) as the best place to live, above mega cities such
as London, Paris, New York and Tokyo, which present different security, traffic and
mobility problems ".

It is expected that this migration trend will continue to increase for the coming years,
only in 2018, it is expected that the number of Colombian travelers to Australia will
increase by 33%.
https://www.elespectador.com/economia/por-que-miles-de-colombianos-estan-
viajando-australia-cada-ano-articulo-739091
1.2 Estudy in Australia :

"Education is the largest export of services in Australia. In 2016, more than 440,000
international students were studying and living in Australia, adding A $ 19.5 billion to
the Australian economy.
International students are attracted to Australia because of its high level of
education, its internationally accepted qualifications and its welcoming and diverse
society.
Australia has more than a thousand universities, training schools, English institutes
and schools that offer international students about 25,000 courses. The quality of
Australia's education and training sector is recognized throughout the world.
In 2014, students from all over the world came to Australia to study English. 66
percent of the enrollments abroad in intensive English courses in 2014 were from
Asian countries, including China, Japan, South Korea, Thailand, Vietnam and
Taiwan, "which opens the opportunity for Latin America and other countries to open
up to this market.
1.3. Increase our Hispanic population in Australia
According to the review of the bibliography, the last Census of 2016 indicated that
the Latino community increased with 23,324 new immigrants, for a total of 140,817
BySoraya Caicedo
Published onTuesday, June 27, 2017 - 17:19
File size2.5 MB
Duration5 min 29 sec
"An Australia with a more diverse population. This is one of the first conclusions of
the results of the 2016 census published by the Australian Bureau of Statistics, ABS,
this Tuesday, June 27.
The census showed that in total the population of Australia reached 24,400,000
inhabitants.
In total, 1 million 300 thousand people arrived in the country since 2011, of which
most come from India with 163,000 and China with 191,000 people.
Not counting those who left the country in the last 5 years, there is an increase of
almost 900,000 people living in Australia but born in another country.
And what happened to our Hispanic community?
In 2011 we were about 117,500 and now we are 140,817. In other words, we
experienced a growth of about 16%, with about 23 thousand new Spanish-speaking
residents.
Of these, most are women. Also, after English, Spanish is ranked as the eighth most
spoken language at home following Mandarin, Arabic, Cantonese, Italian, Greek,
Hindi, and Vietnamese.
This table reflects where the Hispanic community in Australia comes from and where
it is located.
In this way, Australia - with more than 24 million inhabitants - is ranked as the ninth
country with the largest percentage of immigrant population before Spain, Italy, New
Zealand and Canada, according to a comparison of data from the United Nations,
while the United States is the country with the largest number of population from
other regions.
Where is most of the people living?
It is not surprising that they are living in the capital cities and that this population is
growing twice as fast as the rest of the country, with 86% of the immigrants who
have arrived in the last 25 years to settle in our capitals. In summary, two thirds of
the population live in large cities.
Melbourne is growing by leaps and bounds and in fact every 7 days, 203 people
leave Sydney and leave for Melbourne.
The Victorian capital has grown 2.4% with a total of 4 million 600 thousand, Sydney
has grown 1.7% reaching a total of 5 million, Brisbane has grown more than Sydney,
1.8% reaching a total of 2 million 300 thousand inhabitants. Adelaida grew 0.7% and
has a total of 1 million 300 thousand inhabitants. Perth grew 1.3% and has 2 million
inhabitants. Darwin has 143 thousand inhabitants, grew 0.8%. Hobart grew just like
Darwin and has a total of 222 thousand inhabitants and Canberra now has 397,397,
an increase of 11.2%. (The information concerning the population of Canberra has
been corrected with respect to the one we provide in the podcast).
And the religion that professes?
30% of Australians say they do not profess any religion, a percentage that increased
by 10%.
In the meantime, Christian religions dominate, although they have decreased by 9%.
The ones that increased were Hinduism, Buddhism and, to a lesser extent, Islam.
Another factor evidenced in the results of the census is the increase of people from
Asia instead of Europe.
England remains the most common country of birth of immigrants. However, in the
last 10 years, three times more people from China and India have arrived than
English.
Finally, the proportion of people with aboriginal and Torres Strait Islander origins has
grown by 100,000 since 2011, which has doubled since 1996. The figure reached
649 thousand people.
For more information, visit the website of the Australian Bureau of Statistics, ABS. "
https://www.sbs.com.au/yourlanguage/spanish/es/audiotrack/aumenta-nuestra-poblacion-
hispana-en-australia?language=es

2. Surveys
2.1 Satisfaction and performance surveys that will be conducted in Australia to active
students.
3. Projection of current and potential students for the 2019 AO and Greenwich
College.
Taking into account the numbers and registers of nationalities it is necessary to know
what Greenwich expects in terms of numbers and create a guide to develop it
together.
According to records of the year 2018 in Greenwich the number of students varies
from 400 to a maximum of 640 students at the highest peak per week of 30 different
nationalities on the Melbourne and Sydney campuses, which so far are as follows :
Due to the changes, it is important to keep in mind that in order to avoid student
dropouts or minimum reception of students, the different factors must be foreseen:
• The dollar: It is one of the most important aspects without a doubt and that we must
keep in mind when promoting programs and destinations, since it is a key point to
make the decision to study in Australia. We take this into account, since in the
seasons of the year in which the Australian dollar has a lower cost, it is where a
higher percentage of applications is evident and this influences the time they make
the payments, that is to say , according to statistics of the behavior of the dollar,
between the months of February, March, April, July, October the dollar had a
behavior lower than normal and this low, caused that the sales of the company
increased by 60% in general, that is to say that this factor causes people to be
encouraged to apply, for this reason it is important that the school during this period
of the year should keep this determining factor in mind in order to positively impact
with promotions and discounts or extra activities that increase the number of
applications as shown in the table below
• Competitive promotions: It is important to be constantly evaluating our competitors
and also to evaluate the unfair competition which brings with it losses in Greenwich,
for this we will be doing benchmarking, to take positive things and improve them in
our favor, as well as continue generating ideas own to avoid copying in other
schools.
• Mix of nationalities: Taking into account the amount of income by international
students on a monthly basis, it is recommended that the school is disseminating this
information among the agents, in order that the students know the dates on which
there is lower percentage of Latinos and can apply for these dates, in addition to this
is one of the most important questions that students want to reach schools that really
care for the Mix and where they can really have an interesting mix of nationalities so
that their process is faster and define at the moment if the Melbourne or Sydney
campus is better.

• Constant training for academic consultants: Be in constant accompaniment with

the agents and keep them informed in a more didactic way about: modifications of
study programs, events, creation of new programs and other promotions, through a
press room or through their means of internal communication (email, whatsapp or
videos)
• Greenwich Plus differential with other schools: Promote your English courses,
promote much more the theme of free online courses such as digital marketing, the
intermediate weeks of vacation which greatly expanded the number of applications
for benefit for our students, Management programs or VET and see the likelihood of
implementing programs such as Barista, Employment Club, RSA among others that
could play an important role.

• Prizes awarded: Give greater recognition and divulge more deeply all the awards
that have been awarded to the school so far since the students are very much fixed
on this (disseminate interviews with Latin American students if possible since most
of them the interviewees are from other countries and languages other than Latin
America)

• Minors and support: This new change to receive better students will extend the
institution market much more, positioning it in a better place, it should be informed
in depth of the accommodation services (homestay, shared accomodation, student
residences which are always a headache for the students) This would simplify the
processes of finding a school faster and we can promote it more with the minors
since lately they are the ones who are having more participation in carrying out
studies in AU and even reaching agreements through of the agency with schools
directly in Latin America.

• Additional services and promotion: Students always want to see the plus of the
services or that they are earning by applying to any institution so we must implement
those services such as employment clubs, Information to get the different certificates
to work as RSA, Blue Card, Working with children check, Barista and extracurricular
classes (Create a calendar with images, pictures of students and send it to agents
to be more recognized) escort and guidance services in a personalized way.
• Recognition of the Institution: We have to make everyone talk about the Institution
in social networks, that everyone recommends (Students, agents, teachers, etc.), for
this events can be designed as GringosThursday where activities are carried out
integration as cafes, a beer, an ice cream, a bbq with people from outside to
recognize us and make brand positioning, generating a voice to voice from the
community of Australia, Latin America and other nationalities.

4. Facilities and interesting aspects to highlight

• 3 levels - more than 50 spacious and fully equipped classrooms

Outside terraces and study areas throughout the campus.
• Computer labs for students with free internet access
• FREE high-speed Wi-Fi throughout the campus
• Photocopying and printing facilities.
3 large, contemporary student kitchen with great views of Melbourne
• Large student refrigerators in each level.
Multiple microwave ovens
• It has air conditioning throughout the access for reduced mobility.
The reception staff is available from 8am to 8pm each day.
• Availability of staff that can speak with you in your native language
• Policies of late arrivals 15 minutes late
• Only English
• Cambridge courses in the 4 modalities which makes it more attractive than other
schools
5. Marketing Proposals for Greenwich - AO
1. Creation of a YouTube channel Greenwich College. This channel will generate
content according to tips for active students of Greenwich and future applicants,
personally I will be responsible for sending reports to the company twice in the
month, where I will inform you about my personal experience in language learning,
empathy with teachers , students, support of the institution, transport system and
facilities of the city and school, will review the programs to be able to promote them
more among the company's consultants and in this way the school can be promoted
through a much stronger support .
2. Creation of Vlogs in social networks motivating more people to apply to
Greenwich, will be addressed topics of: Educational system, Certified education
agent, Classes that you can attend in Greenwich, Facilities, mix of nationalities, as
it is a class , demands from teachers, tips from the city, activities and events to carry
out and topics that provide a positive value and deep support for students since the
decision to study here has been made.
3. POP and digital advertising of the schools that are in Australia and the country, is
not so influential nor encourages them to apply precisely because they feel that it is
not real, unlike that people seek true and accurate information from students in
Australia and testimonies of life that reflects the reality on the different institutions
and agencies, otherwise the idea would be to attract people with real experiences of
a student who is really living it from the view of a newspaper including the choice of
the school, the agency and the country going through issues of how to organize
luggage, where to change dollars, how much money to take, how to get work in
Australia, things you can and can not take to Australia, how to open the account,
how the trip was like are the connections of the airports, how to get to Australia, how
is the place where you will live, as it is the first day of classes, what are the facilities
of the school, what courses can I take, because Greenwich yes and not other
schools, start doing blogs inside the school where it is evident what they like and
what needs to be improved and transmitted to the institution to solve flaws and win
with this more students.

4. Hold seminar events in the AO Melbourne office so that more students register
where I personally will share my personal experience.
5. Projects and activities to implement (museums, parks, and outdoor activities for
new ones, extra classes, etc.)
6. In Colombia the institution will continue to be strongly promoted and from Australia
I could be the filter to give the students my positive experience regarding the election
and everything I have achieved there that I did not find anywhere else.
7. Process of visa renewals within Australia in the Melbourne office and follow-up of
new processes and networks from the offices of AO to do it with Greenwich.

8. I will participate actively in all events of the institution such as:

• Orientation for new students
• Creation of new facilities of the institution as a tour of the main sites of Melbourne
and have this accompaniment to the students
• Creation of Greenwich events
• Events such as webinars for agents and students
• Workshops and improve the connections between Colombia and Australia from the
social networks of Australian Option Education, the social networks of Greenwich
and my own personal social networks in which I will start actively generating
influencing content that really interests students and encourages them to apply

• Be more aware of the agents in terms of never missing teaching and information
material for promotion.
6. Bi-monthly reports of work, performance and growth and projection.
Bimonthly reports of the work that is being carried out will be made and the
comparison of the presented projection will be made to continue growing and
improving with the personal and team work of admissions and marketing of
Greenwich.
 Conclusions

1. We have received comments from students that when they go to school to review
the tour they do it in their language and it would be interesting if everyone is
accustomed and required to use the English language, one of the options for those
that people in If you want to learn more, why do they need to be taught in the same
language?
2. Through my experience in AO during these 4 years I consider that I have all the
capabilities to provide the project with an added value and meet the expectations of
the institution in terms of promotion, marketing, activities and everything related to
pro to improve the school in all aspects and highlight the positive things it has.
3. Reviewing the information of reviews is notorious to highlight that Australia at the
moment is the number one destination for international students, however it is
important to highlight that we must learn to use the pros and cons in our favor since
there are many people who still they consider it unattainable and really the idea is
that the student is given all the support so that the process is much more bearable.
4. The decision was made to carry out three types of surveys for future applicants,
activate students and academic consultants of the company to see how the market
was related to what is achieved.
5. The surveys will be sent shortly but it is well known that in Latin America Canada
is a strong competitor, that is why it will be requested that people know much more
about the destination and show all the advantages that they had when applying for
this option.
6. The consultants will be an important part of this process, since it is interesting to
highlight that they are the ones who ultimately help to make the decision of the
student, for this it is important to carry out different trainings to the staff which I will
personally do through Skype, whatsapp, emails electronic and interactive videos that
can even be used for consultations, with this it was found that the consultants prefer
to apply to institutions of high recognition, that the application is simple, that the
process with the students is fast and above all the feedback from our students It has
been the most important thing because of this special attention will be given to the
consultants to make them more in love with the institution and that they can promote
it without problem.