Password was successfully changed.

News from the IALC 2017 Workshop and AGM in Boston

Published on Wednesday, April 5, 2017

As many of you know IALC has recently held its annual Workshop and AGM in Boston, US between the 23rd and 26th of March 2017. Here are some of the highlights of this event.


AGM Elections

Celestine Rowland of Galway Cultural Institute completed her three-year term of office as IALC President and stepped down from the IALC Board. She was given a standing ovation at the AGM and her service to the association was also recognised by agents and service providers at the IALC gala dinner.


Giorgia Biccelli of Linguaviva, Italy, succeeds Celestine as President.  Kevin McNally of Torquay International School, UK, was elected Vice President – Quality Assurance, the role held by Giorgia for the past three years. The other Board roles remain as before:


VP Membership – Florian Meierhofer, BWS, Germany


VP Marketing – Robin Adams, Global Village, Canada and USA


Treasurer/Company Secretary – Stefan Kaven, ILA, France


Workshop and Seminars


As is the tradition at the IALC workshop, the first day is characterized by interesting seminars which are designed for delegates from all sides of the language travel industry. The four seminars for 2017 were:


1. Marketing - Attract, Convert, Close, and Analyze: The Digital Marketing Funnel for Language Schools & Agents


This seminar was given by Vitaly Radsky who is Account Manager at  Studyportals and who showed how to align your digital presence with student preferences and behaviour.


2. Technology - Real-time Collaboration. How Leading Schools and Agencies are Leveraging Platform Technology.


This seminar was given by Nicolas Miller, CEO of Edvisor, and it was so popular it overran. He demonstrated how platform technology gives agency counsellors access to the latest products and services from schools, customized for their market. Schools can control their branding with media-rich profiles, share promotions in real-time, and streamline registrations directly from agents. Agents can search their partner schools, products and services in one place, access real-time pricing and promotions directly from schools, create quotes that “sell the dream” with photos and videos in minutes, and sync student applications directly with schools.


3. Digital Marketing in Study Travel: Expert Panel Discussion


All language schools and agents know the importance of digital marketing, but the pace of change in this technology-driven area can be daunting, especially for smaller organisations. This session aimed to demystify online marketing for schools and agents by inviting four digital specialists in study travel to give their top two tips and answer questions from the audience. As a sign of how important this topic is to our industry, questions from the audience flowed over into the coffee break.


The discussion was moderated by Matthew Knott, news editor of Study Travel Magazine and it was divided into two parts:

  • Each pannelist gave tips related to specialist knowledge and understanding of the digital landscape
  • Audience Q&A to allow delegates to ask what mattered to them


The profiles of the presentors can be viewed here.


Speaking of these seminars, Jan Capper, Executive Director of IALC said that, "Two seminars at IALC2017 overran because everyone in language travel wants to understand the key drivers of change in our sector. There’s huge interest in digital marketing and online booking platforms, and we’ll have more talks and discussions on these topics at future IALC Workshops. Our five specialists did a great job of explaining digital marketing techniques in terms we non-experts can understand.”


4.  IALC 2017 Research on the Student Experience: Exclusive Preview


This was a preview of the study commissioned by IALC in early 2017. The full report will be published at the end of April 2017.


Over 4750 past and current students of IALC schools took part in an online survey of their expectations and experience of language study abroad. The research will help schools and agents to improve their service and to advise prospective students.  It covers the main academic and social aspects of their stay as well as booking patterns and overall alignment with their original learning objective. One interesting finding of the study is that student satisfaction grows with time – perhaps as they see the impact of their improved language skills in exam results and career opportunities back home.


The IALC Workshop is hosted by an IALC member in a different study destination each year, and in 2017 it was the turn of ELC in Boston. Three evening events showed agents the best of Boston, ELC and the USA. The Welcome Reception took place at Fenway Park Baseball Stadium, the oldest baseball stadium in the world, home to the famous Red Sox and a highlight for students studying at ELC.


ELC’s party night at their downtown language school had a Wild West theme – bluegrass music, the reception transformed into a saloon bar and even a bucking bronco!


The gala dinner took place in the ballroom of the historic Boston Park Plaza, with American music performed by a live band and hip hop dancers.


We, at Schools & Agents, are already looking forward to #IALC18 :) See you there!!



Promote Your School
Chat with US