English Language Promotions
Group - newsletter
Welcome to the fourth edition of the ELPG newsletter which will
update you on promotional and marketing activity currently being
delivered within the UK English language sector.
The ELPG (English Language Promotion Group) came into being in summer 2008. It was formerly known
as the SPG (Strategic Promotions Group), which was set up in August 2005 to work towards a more co-
ordinated approach to the promotion of the English language among the membership of the group; the
British Council, English UK, UK Trade and Investment and VisitBritain. This newsletter aims to provide an
update on the ELPG’s promotional and marketing activity for the English language sector.
Second ELT Marketing Conference Eagerly Anticipated
The ELPG welcomes you to join the second staging of the ELT Marketing Conference on Thursday, 21st
January 2010. The annual event is the brainchild of the English Language Promotions Group and is
designed to help support and develop expertise in marketing the UK as the world’s favourite destination
for ELT courses. Following on from the success of the sell out event in 2009 the capacity of the
Westminster Conference Centre in London (formerly known as the BERR Conference Centre) has been
increased to be able to accommodate a greater number of ELT marketing professionals. The ELPG would
like to thank UKTI for providing a first class venue and catering for this event and Cambridge ESOL for
their continued backing. Bookings will open in early December and if you’d like to be the first to know
when places become available please email, firstname.lastname@example.org.
Two new overseas fairs for 2010
The English Language Promotions Group (ELPG) has launched two new overseas fairs for 2010:
• The Dubrovnik Fair Working for Central, Eastern and Southeast Europe / Tuesday 9 – Friday 12
• The Hanoi Fair Working for the Asia Pacific / Tuesday 16 – Friday 19 November 2010
Both fairs are only open to English UK member centres and selected top quality agents from around the
region. The success and popularity of these fairs is based on their unique small size (limited to 30
educators and 40 agents) and friendly atmosphere. The programme of social events and one-to-one
appointments, all in a relaxed setting, gives educators and agents the opportunity to get to know each
other and develop long-lasting productive partnerships.
For more information about the ELPG's 2010 fairs, please click on the links above. As these fairs have
proved to be extremely popular in the past, we advise you to apply as soon as possible to avoid
disappointment. Please download an application form from the links above.
The São Paulo Fair - Working for the Americas
The São Paulo Fair was held at the Sofitel Jequitimar Guarujá from Tuesday 20 to Friday 23 October
2009 and brought together 32 English UK member centres and 39 study abroad agents and educational
consultants from Argentina, Brazil, Chile, Colombia, Ecuador, Mexico and Venezuela. The workshop was
organised by the English Language Promotions Group (ELPG), which comprises the British Council,
English UK, UK Trade & Investment and VisitBritain.
The Fair was the fourth workshop to be jointly organised by the ELPG. The success and popularity of
these fairs is based on their unique small size and friendly atmosphere.
The programme of social events and one-to-one appointments in the relaxed beach resort setting of
Guarujá gave educators and agents the opportunity to really get to know each other and develop long-
lasting productive partnerships. Martin Raven, HM Consul-General São Paulo and Geoff Smith,
Director of the British Council São Paulo, joined delegates for the welcome reception and seminar
programme, and Marina Zelenoy, Entry Clearance Officer, British Consulate-General, Rio de Janeiro,
led a very useful session on the points-based visa system for students.
Educators praised the overall organisation and concept of the Fair – ‘the English UK events are
excellent and extremely good value for money. One delegate commented, ‘the programme gave us
the opportunity for networking, which is a vital factor for our business. The organisation was fantastic
from the beginning…nothing was missed'. Agents commended the hospitality and the high quality of
the accredited UK English language centres in attendance – ‘this well-organised event provided the
opportunity to meet enthusiastic and friendly UK schools. I enjoyed it very much and came back home
full of information and deeply motivated to go on working’.
English UK Autumn Inward Mission
The Autumn Inward Mission, which was run in association with English UK Central, took place from
Monday 5 to Friday 9 October, 2009. English UK welcomed 19 agents from Saudi Arabia, Libya, Syria,
Oman, Bahrain, Iran, Turkey, Armenia and Georgia.
The busy schedule included visits to Cambridge, Bedford, Loughborough, Cheltenham, Worcester and
London, with the agents visiting four member institutions for showcases, and meeting with
approximately 30 member institutions during two full-day workshops, kindly hosted by the Bedford
School Study Centre and Loughborough College respectively.
On the Thursday evening, the agents attended a Welcome Reception hosted by English UK Central at
Kingsway English Centre, which included presentations about English UK Central and the central
region of England.
On the Friday, there was a reunion event in London for agents and educators who attended the Al Ain
Fair earlier this year, which was also attended by member institutions participating in the inward
mission. Everyone enjoyed a flight on the London Eye in two private pods and then walked along the
river to the nearby Del Aziz restaurant for dinner.
Despite the cold and wet weather that continued throughout the week, the agents seemed to enjoy
their trip, and there was a productive and friendly atmosphere among the group. Feedback from both
agents and members was very positive. One agent commented, "More or less, I met 50 schools during
the trip. That is so great... We always promoted the schools in London or in the south part of the UK.
Meeting with the schools from middle England was so great. Now I will start promoting them too."
English UK plans to hold the next inward mission in May 2010 with agents from South America
BusinessEnglishUK at the UKTI Corporate Training event
BusinessEnglishUK (BEUK) and 13 BEUK members attended a corporate training event in
Vienna, organised by UK Trade & Investment (UKTI), on 23-24 June. Held at the prestigious venue of
the British Ambassador's Residence, this year's event was even bigger than last year, with around 40
UK corporate training providers and over 150 delegates from 21 countries in attendance.
Members gave very positive feedback and commented that the quality of the delegates was high.
Many are confident that they will receive new business from the event. New marketing opportunities
and ideas were also discussed between BEUK and the UKTI overseas team.
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