International Educator - May/June 2015 - 51

in this area, CBIE has developed a website and is using
social media to get the Canada brand message out more
effectively. We launched istudentcanada.ca in 2013 and we
will be relaunching it in the fall of 2015, tying it in with our
own strong CBIE brand. It's a two-way site, paving the way
to Canada for international students and to international
destinations for Canadians. We are inviting the governments, institutions, and students to participate in our site."
She says a reboot for Canadian international education branding efforts is needed. While noting Canada
has a brand logo, symbol, and slogan developed several
years ago, she notes that the IES calls for a refresh of these
resources, given that research showed they were not receiving the desired recognition or buy-in. "The underlying
message embedded in our brand-that Canada is a great

First-year science
students hard
at work in the
classroom.

50  

place to realize your potential-resonated with students,"
says Humphries. "Students are interested in Canada, but
we need to speak to them with a brand that encapsulates
the huge opportunities that Canada offers and we need to
respond to their interest proactively."
Humphries tied further progress in developing the
country as an international student destination to more
study abroad by its own students. "One area where we'd
like more investment is study abroad; CBIE will be making proposals regarding the investment we think we need
going forward," Humphries says. "On my recent visit to
Beijing, my Chinese colleagues were very positive about
President Obama's 100,000 Strong Initiative [a U.S. national effort designed to increase dramatically the number,
and diversify the composition, of American students
studying in China announced by Secretary of State Hillary
Clinton in May 2010 in Beijing.] The Chinese are not seeing that from Canada, and they want to. We have to move

INTERNATIONAL EDUCATOR M AY + J U N E .15

on reciprocity programs. We also are concerned about
raising a generation of noncompetitive Canadians. CBIE
member institutions are doing great work in developing
short-term mobility programs, but they need support to
step up the education abroad exposure of their students:
it's what we call Canada's Global Engagement Challenge."
Others struck a similar note. "While the IES is a good
starting and reference point to drive forward a collaborative effort to strengthen Canada's brand of education
excellence abroad, there is still room to do more, particularly to support international opportunities for Canadian
students and international research collaboration," says
Gail Bowkett, AUCC's director of research, policy, and
international relations. "Currently only about 10 to 12
percent of Canadian university students have experience
participating in international placements or exchanges
during the course of their study. Comparatively, approximately 30 percent of Germans and 24 percent of U.S.
students have a study abroad experience."
"While the IES recognizes the importance of study
abroad for Canadian students, to ensure our graduates
have the knowledge and skills to achieve their potential in
a globalized economy, no specific targets were established
for outbound Canadian student mobility," Bowkett says.
"Canada must stand apart from its competitors by highlighting our unique strength as a partner in international
education, not simply as a recruiter. More can be done to
enable Canadian students of all disciplines and all levels
to gain international experience as an integral component
of their university education."
Some international educators are also concerned that
the IES is not being supported with adequate financial
resources and that the Canadian higher education sector's
infrastructure of foreign offices and representatives may
be inadequate to achieve its stated objectives.
The Canadian government has allocated CAD $23 million to support the plan in its latest federal budget, and
has committed to CAD $42 million over two years to accelerate visa processing for temporary residents, including
students, a move Humphries says is welcome given a history of slow visa processing in peak application seasons,
plus the substantially increased volume of applications.
She notes, however, that of the CAD $23 million in support, only CAD $10 million is dedicated to cover the costs
of social media, branding research, and data collection.
"It's a start, but we hope for much greater investment in
future budgets," Humphries says.
AUCC's Bowkett expresses similar concerns. "Canada's
main competitors have offices in key markets with budgets for promoting and building brand awareness," says

THE UNIVERSITY OF BRITISH COLUMBIA

InternatIonalIzatIon
StrategIeS



Table of Contents for the Digital Edition of International Educator - May/June 2015

Pathfinders
Job Search: An American Tale
On the Rise
Frontlines
In Brief
Voices
Education Abroad
Foreign Student Affairs
International Enrollment
Forum
In Focus
International Educator - May/June 2015 - Cover1
International Educator - May/June 2015 - Cover2
International Educator - May/June 2015 - 1
International Educator - May/June 2015 - 2
International Educator - May/June 2015 - 3
International Educator - May/June 2015 - Frontlines
International Educator - May/June 2015 - 5
International Educator - May/June 2015 - 6
International Educator - May/June 2015 - 7
International Educator - May/June 2015 - 8
International Educator - May/June 2015 - 9
International Educator - May/June 2015 - 10
International Educator - May/June 2015 - 11
International Educator - May/June 2015 - In Brief
International Educator - May/June 2015 - 13
International Educator - May/June 2015 - 14
International Educator - May/June 2015 - 15
International Educator - May/June 2015 - 16
International Educator - May/June 2015 - 17
International Educator - May/June 2015 - 18
International Educator - May/June 2015 - 19
International Educator - May/June 2015 - 20
International Educator - May/June 2015 - 21
International Educator - May/June 2015 - Voices
International Educator - May/June 2015 - 23
International Educator - May/June 2015 - 24
International Educator - May/June 2015 - 25
International Educator - May/June 2015 - Pathfinders
International Educator - May/June 2015 - 27
International Educator - May/June 2015 - 28
International Educator - May/June 2015 - 29
International Educator - May/June 2015 - 30
International Educator - May/June 2015 - 31
International Educator - May/June 2015 - 32
International Educator - May/June 2015 - 33
International Educator - May/June 2015 - 34
International Educator - May/June 2015 - 35
International Educator - May/June 2015 - 36
International Educator - May/June 2015 - 37
International Educator - May/June 2015 - 38
International Educator - May/June 2015 - 39
International Educator - May/June 2015 - Job Search: An American Tale
International Educator - May/June 2015 - 41
International Educator - May/June 2015 - 42
International Educator - May/June 2015 - 43
International Educator - May/June 2015 - 44
International Educator - May/June 2015 - 45
International Educator - May/June 2015 - On the Rise
International Educator - May/June 2015 - 47
International Educator - May/June 2015 - 48
International Educator - May/June 2015 - 49
International Educator - May/June 2015 - 50
International Educator - May/June 2015 - 51
International Educator - May/June 2015 - 52
International Educator - May/June 2015 - 53
International Educator - May/June 2015 - 54
International Educator - May/June 2015 - 55
International Educator - May/June 2015 - 56
International Educator - May/June 2015 - 57
International Educator - May/June 2015 - Education Abroad
International Educator - May/June 2015 - 59
International Educator - May/June 2015 - 60
International Educator - May/June 2015 - 61
International Educator - May/June 2015 - 62
International Educator - May/June 2015 - 63
International Educator - May/June 2015 - 64
International Educator - May/June 2015 - 65
International Educator - May/June 2015 - Foreign Student Affairs
International Educator - May/June 2015 - 67
International Educator - May/June 2015 - 68
International Educator - May/June 2015 - 69
International Educator - May/June 2015 - International Enrollment
International Educator - May/June 2015 - 71
International Educator - May/June 2015 - 72
International Educator - May/June 2015 - 73
International Educator - May/June 2015 - Forum
International Educator - May/June 2015 - 75
International Educator - May/June 2015 - 76
International Educator - May/June 2015 - 77
International Educator - May/June 2015 - 78
International Educator - May/June 2015 - 79
International Educator - May/June 2015 - In Focus
International Educator - May/June 2015 - 81
International Educator - May/June 2015 - 82
International Educator - May/June 2015 - 83
International Educator - May/June 2015 - Cover3
International Educator - May/June 2015 - Cover4
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