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     Inaugural Singapore Education Awards 2007

Continued from FrontPage of Article

ANNEX A

The following initiatives were implemented to enhance the international students¡¯ overall experience as they pursue education in Singapore. The initiatives protect the interests of these international students and ensure that they are well integrated into the Singapore school system and social fabric.

    1. CaseTrust for Education: Implemented by CASE in Sept 2005, this scheme protects the interests of international students and comprises of 2 key components: a) Student Protection Scheme and b) Standard Contract. There are about 280 Private Education Organisations (PEOs) in Singapore that have achieved CaseTrust accreditation.

 

    1. Singapore Quality Class for Private Education Organisations (SQC-PEO): The scheme was launched by EDB & SPRING on 24 Feb 2003. Administered by SPRING, this scheme recognises business and organisational excellence in private education organisations. There are currently 42 SQC-PEO accredited institutions actively recruiting international students in Singapore.

 

    1. Overseas Students¡¯ Association (OSA):  Established on 1 December 2005, with the support of STB¡¯s Education Services Division, OSA is an association managed by international students. The committee consists of international students who organise regular activities for its 1200 members to participate in. These activities provide invaluable opportunities for international students to interact with each other and promote integration into the local student community.

 

    1. Singapore Education Specialists (SES): These specialists are certified education agents based in-market, and they have been trained by STB to provide accurate information about studying and living in Singapore to potential international students and their parents. To date, there are more than 200 certified SE Specialists from 11 countries.

 

    1. Singapore Education Services Centre (SESC): The first SESC was set up in Singapore in October 2005, to provide international students with education counselling services. It functions as a resource centre where students can access information on the various education institutions in Singapore.  It also provides international students with a platform to meet and interact with their peers, and the centre also houses the office of the OSA.

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ANNEX B

Singapore Education Brand Campaign

The Singapore Education Brand Campaign is formulated based on authentic student experiences. The campaign aims to engage the audience directly and on a personal basis through the eyes and experiences of international students studying in Singapore. It is hoped that their positive experiences will encourage the target audience to aspire for a similarly enriching and inspirational education in Singapore.

The brand advertisements feature real students of different nationalities studying in Singapore. Speaking in the capacity of student ambassadors, they share their experiences through testimonials which are incorporated into the copy.

The campaign ads also highlight the diversity of quality basic education and higher learning options in Singapore by featuring institutions that the student ambassadors are studying in. Both the ¡®product¡¯ (education institution) and the ¡®destination¡¯ (Singapore) are showcased in these ads.

The direction for this campaign was influenced by research findings that established that ¡®word-of-mouth¡¯ testimonials are the most influential factor in students¡¯ and parents¡¯ decision-making process. Featuring ¡°real¡± student ambassadors with ¡°real¡± student testimonials will appeal to the target audience.

During the conceptualisation stage, the brand concept was also shared with education institutions and international students from whom favourable response was garnered.

To engage target audiences on a more personal level, via Singapore Education roadshows, the brand comes ¡°alive¡± with featured student ambassadors making special appearances to share their personal experiences as well as to interact with potential international students and their parents.

In addition to roadshows, the campaign ads will also appear on in-market print dailies and magazines.

The Singapore Education Brand Campaign will also have an online presence, which includes publicity on the Singapore Education website and online banners. The STB has plans to encourage featured student ambassadors and other international students to post their personal experiences about studying in Singapore onto the website.

The Singapore Education Brand Campaign was first launched in India in the August-September period. Phase II of the campaign will be rolled out in key overseas markets such as Indonesia, Malaysia and Vietnam over the next few months.

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ANNEX C

SE Awards nomination forms will be available at the following locations:

Singapore Visitors Centre at Orchard

Address: Junction of Cairnhill Road and Orchard Road (beside The Heeren)

Opening Hours:       9:30am to 10:30pm daily

 

Singapore Education Services Centre

1 Orchard Road, #01-01
Singapore 238824
Hotline: (65) 6831 3764
Operating hours:      10am to 7pm, Monday to Friday

 

Singapore Tourism Board

Tourism Court, 1 Orchard Spring Lane

Level 1 Reception Counter

Singapore 247729

Opening hours:        8.30am to 6pm, Monday to Thursday

                              8.30am to 5.30pm, Friday

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About Singapore Education

Launched in 2003, Singapore Education is a multi-government agency initiative led by the Economic Development Board and supported by the Singapore Tourism Board, SPRING Singapore, International Enterprise Singapore and the Ministry of Education.

The Singapore Education initiative highlights the uniquely transforming educational experience that international students can experience through Singapore¡¯s holistic, industry-centred education system and global learning environment.

Singapore Tourism Board¡¯s (STB) Education Services Division promotes and markets Singapore Education overseas. The STB works very closely with Singapore education institutions and specialists to reach out to potential international students through a range of promotional platforms, including roadshows, education fairs, education talks and PR and advertising.
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Source: www.stb.gov.sg Media Release 10 Nov 2006

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