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English UK Annual Conference & AGM Wednesday 15 and Thursday 16 May 2013 The Hotel Russell, London

Contents Page

General information 2-3 Programme - Day One 4 Programme - Day Two 5 Sessions and speakers - Day One 6-13 Sessions and speakers - Day Two 15-24

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Introduction

Welcome to the English UK Annual Conference and AGM 2013. This two-day annual event is one of the

highlights of the English UK calendar, giving you the chance to take part directly in the affairs of English UK,

hear from industry experts, gain updates on topical issues and, of course, catch up with colleagues from all

over the country.

In addition to English UK’s review of 2012/2013 and the trends and prospects for 2013/2014, this year we are

delighted that representatives of BIS will discuss their work on the ‘Education Exports Industrial Strategy’ and

that the conference will end with the launch of market reports for Russia and Japan. In between, there are

sessions on managing technology, immigration law, homestays, the major trends in ELT, the challenges of

representing English in dictionaries, selling your school and more. At the end of the first day, Adrian Liley will

finally deliver his ‘Anti-marketing’ talk, postponed from this year’s Marketing Conference.

Delegates are also encouraged to share opinions on the work of English UK: this is an opportunity not just to

be informed but also to inform the work of the association. Participating delegates will include owners of

language teaching operations, senior centre managers and heads of department from across the ELT sector.

The venue

This year the conference is again held in The Hotel Russell, one of the most impressive Victorian buildings in

London. Nestled in the heart of Bloomsbury, the marble and oak clad interior provides a grand space for

conferences, events and guests. The venue is easily reached by tube or bus – please check www.tfl.gov.uk

before setting off for possible disruptions.

Travelling by tube The nearest station is Russell Square, on the Piccadilly Line. The hotel is a 10 minute walk from Holborn (Piccadilly and Central Lines) and Euston (Victoria and Piccadilly Lines) London buses From Kings Cross St Pancras take bus 91 from stop R towards Trafalgar Square. From Charing Cross take bus 91 from stop F towards Crouch End. From Victoria take bus 38 from stop D to towards Hackney. Change at Tottenham Court Road to bus 7 towards Russell Square. From Paddington Station take bus 7 from stop H towards Russell Square.

Address

Hotel Russell

Bloomsbury

WC1B 5BE

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Registration

Conference registration will be situated and clearly signposted in the hotel foyer and is open from 9:00 – 9:45

on both days. All delegates will be given a name badge, which has to be worn throughout the event, and a

delegate pack. Delegates are welcome to tea, coffee and pastries and can visit our exhibitors.

Main conference supporter

We would like to extend our warm thanks to Cambridge English Language Assessment for once again

supporting our Annual Conference and AGM. Cambridge English Language Assessment will welcome all

delegates at the start of the event, and will have an exhibition stand. Please visit them for the latest

information on their leading qualifications suite and other products.

For further details about Cambridge English Language Assessment please go to:

http://www.cambridgeenglish.org/ .

Exhibition

On both days of the conference, delegates will have the opportunity find out what’s new in the world of ELT.

The following exhibitors will be present in the Woburn and Wharncliffe Suites:

AMLAPS, Association of Business Practitioners, BQu, Britannia Student Services, British Council, Cambridge

English Language Assessment, EAQUALS, Endsleigh, Gibbs Denley Insurance Services, Guided e-learning,

Homestay Technologies Ltd, Oxford University Press, Password - English Language Testing, Pearson, PPI,

Study World, Trinity College London and Uni-Pay.

All refreshments will be served in the Woburn.

Drinks reception – Thursday 16 May

The British Council are kindly sponsoring a drinks reception following the launch of

two new market reports on Russia and Japan and we hope you can all join us.

Why not discuss the day’s events, catch up with old friends and make some new

ones in the Woburn Suite from 18.15 to 20:00?

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English UK Annual Conference & AGM

Hotel Russell, Bloomsbury, London

Conference Programme - Day One, Wednesday 15

9:00 – 09:45 Registration & exhibition (refreshments will be served)

Woburn Suite

10:00 – 10:10 Welcome by English UK and conference sponsor Cambridge English Language Assessment Sue Edwards, English UK and Pamela Baxter, Cambridge English Language Assessment Wharncliffe Suite

10:10– 10:40 English UK review of 2012/2013 Tony Millns, English UK Wharncliffe Suite

10:40 – 11.30 Education exports industrial strategy Fran Spawls and Tom Strachan, BIS Wharncliffe Suite

11:30 – 12.00 Exhibition & coffee/refreshment break Woburn Suite

12:00 – 12:50 Managing technology Gavin Dudeney, The Consultants-E

Wharncliffe Suite

12:50 – 13:10 English UK AGM (English UK member centres only)

Wharncliffe Suite

13:10 – 14:30 Lunch (buffet style) Woburn Suite

13:55 – 14:20 Optional session

How to grow sales to the UK in a fast changing economy -

Brazil Trends

Santuza Paolucci Bicalho, STB Student Travel Bureau

Virginia Woolf Room

14:30 – 15:20 Perspectives on international students and immigration Nichola Carter, Carter Thomas Solicitors, Lee Bartlett, Fragomen LLP and Alice Sachrajda, IPPR Wharncliffe Suite

15:20 – 15:25 Transit time to elective sessions

15:25 – 16:10 Delegates will have a choice of attending one of the following:

A1. Assuring safe homestays as an integral part of the UK language travel industry Debbie Flynn, Susan Goldstein, Homestay Technologies and Michele Da Silva, Britannia Student Services

A2. Working with the British Council to promote UK ELT Jodie Gray, English UK, Amy Rogers, Rachel Newton and Oliver Phillips, British Council

A3. The dark arts of language travel: selling your school to agents and others Thomas Jones, Trinity College London.

Virginia Woolf Room Wharncliffe Suite Benjamin Room

16:10 – 16:30 Exhibition & coffee/refreshment break

Woburn Suite

16:30 – 17:20 Anti-marketing: how to get business doing it all the wrong way! Adrian Liley, British Study Centres Wharncliffe Suite

18:30 – 20:30 Parliamentary Reception (for English UK members only)

Council Room , One Great George Street, SW1P 3AA

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English UK Annual Conference & AGM

Hotel Russell, Bloomsbury, London

Conference Programme - Day Two, Thursday 16

9:00 – 9:45 Registration & exhibition (refreshments will be served)

Woburn Suite

10:00 – 10:10 Welcome by English UK and conference sponsor Cambridge English language Assessment

Sue Edwards, English UK and Jon Grant, Cambridge English Language Assessment

Wharncliffe Suite

10:10 – 11:00 Where is ELT heading? Navigating the major trends

Samuel Vetrak, StudentMarketing

Wharncliffe Suite

11:00 – 11:30 Exhibition & coffee/refreshment break

Woburn Suite

11:30 – 12:15 Delegates will have a choice of attending one of the following:

B1. Overseas intermediaries

and UK VAT: a fuss over

nothing or a time bomb about to

explode?

Guy Haines,

PricewaterhouseCoopers

B2. Eliminating visa refusals

and protecting your revenue:

AMLAPS

Zakaria Mahmood, AMLAPS

B3. Continuous development

for every teacher

Tim Banks, Cambridge

English Language

Assessment

Wharncliffe Suite Virginia Woolf Room Benjamin Room

12:20 – 13:05 Hard words, best words, words in use: writing the inventory of English

Lynda Mugglestone, University of Oxford

Wharncliffe Suite

13:05 – 14:20 Lunch (buffet style)

Woburn Suite

14:20 – 15:05 Delegates will have a choice of attending one of the following:

C1. Employment and

immigration update

Pat Saini, Hazar El-Chamaa,

and Hilary Aldred, Penningtons

C2. How to sell your

language school: the top 10

things to get right for a

successful sale! James Dixey, Pilgrims

Language Courses Ltd

C3. Generating income

diversity through trans-

national delivery, bids and

projects

Manjeet Kumari-Lal,

Walsall College

Wharncliffe Suite Virginia Woolf Room Benjamin Room

15:10 – 15:30 Auto-enrolment: practical advice, guidance, and pension solutions for English UK language

schools. Adam Smallman, Endsleigh Insurance Services Ltd

Wharncliffe Suite

15:30 – 16:00 Trends and prospects for 2013/14

Tony Millns, English UK

Wharncliffe Suite

16:00– 16:30 Exhibition & coffee/refreshment break

Woburn Suite

16:30 – 18:15 English Language Market Reports launch: improving student numbers from Russia and Japan Patrik Pavlacic, StudentMarketing Ltd and Tatsu Hoshino, Rising Star Wharncliffe Suite

18:15 – 20:00 Drinks reception , kindly sponsored by

Woburn Suite

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Sessions and speakers – Day One (Wednesday)

10:00 – 10:10 Welcome by English UK and conference sponsor Cambridge English Language Assessment Sue Edwards, Chair, English UK, and Pamela Baxter, Cambridge English Language Assessment

Wharncliffe Suite

10:10 – 10:40 Plenary English UK review of 2012/2013 Tony Millns, Chief Executive, English UK

Tony Millns will give an account of English UK’s work over the last year, covering what

we have achieved and the changes in the national and international scene, with a first

rough cut of statistics on how the UK English language sector performed in 2012.

Tony Millns was Postmaster in English at Merton College Oxford, then lectured in Anglo-Saxon literature at

Cambridge. He was director of communications/marketing/external relations for Cambridgeshire County

Council, the University of London and the Association of County Councils.

At the end of 1999, he was appointed Chief Executive of the Association of Recognised English Language

Services (ARELS), and led the proposal to bring together ARELS and the state sector association BASELT to

form English UK. In 2004 he was appointed Chief Executive of English UK, which is a UK registered charity

and the world’s leading language teaching association.

He holds a prize-winning MBA from Henley Management College and an MBA in Technology Management

from the École Supérieure de Commerce de Grenoble, and is a Fellow of seven professional institutes and

chartered bodies. Admitted as a Chartered Director in 2001, he is now a professional review interviewer

examining candidates for chartered status.

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10:40 – 11:30 Plenary Education Exports Industrial Strategy Fran Spawls, Head of India, Middle East and Africa Team, International Knowledge and Innovation Unit and

Tom Strachan, Economic Adviser, Higher Education Analysis, BIS

Wharncliffe Suite

The government recognises the importance of education exports to the UK economy and has been working in

partnership with stakeholders across the UK education sector to gather evidence, identify barriers and

opportunities. Fran Spawls, Strand Leader ELT, and Tom Strachan, Economic Adviser will discuss their

analysis and emerging finding relating to the ELT sector.

Fran Spawls leads on bilateral science, higher education and innovation relations with

India, the Middle East and Africa. Her team’s aim is to build strong bilateral relationships

with key economies that contribute to improvements in the UK and partner country’s

science and higher education base and that support the UK and partner’s economy. In

addition, she is leading on the English Language Training strand of the Education

Exports Industrial Strategy.

Tom Strachan has worked for BIS since 2009 and joined the HE Analysis team in

October 2011. He is currently leading the analytical work underpinning the Department's

Education Exports Industrial Strategy and has previously lead work examining the

impact of increasing competition in the HE sector and the development of a market for

higher education. During his time in BIS, Tom has also worked on issues such as

business regulation, postal services, and energy and climate change.

Tom studied Economics at the University of Bath and has previously worked at the

Foreign & Commonwealth Office.

11:30 – 12:00

Exhibition and Refreshments Woburn Suite

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12:00 – 12:50 Plenary Managing Technology Gavin Dudeney, Director of Technology, The Consultants-E

Wharncliffe Suite

In this session Gavin will look at a brief history of technology implementation in ELT before moving on to

examine the technology landscape today and to consider what technologies make the best investment and

what it takes to move from concept to implementation. Gavin will also be making particular reference to a

recent handheld learning project in a medium-sized language school in Bournemouth, and examining lessons

learned.

Gavin Dudeney is Director of Technology at The Consultants-E and Chair of the IATEFL

Electronic Committee (ElCom). He has worked in the field of educational technologies for

nearly twenty years. Author of ‘The Internet & The Language Classroom’ (CUP 2000,

2007) and co-author (with Nicky Hockly) of ‘How to Teach English with Technology’

(Longman 2007) he is currently working on a new book on digital literacies (with Nicky

Hockly and Dr. Mark Pegrum). Gavin's award-winning company specialises in teacher

training and development and the application of technologies in the education sector.

12:50 -13:10

English UK AGM (English UK member centres only) Wharncliffe Suite

13:10 – 14:30

Lunch (buffet style) Woburn Suite

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13:55 – 14:25 Optional Session How to grow sales to the UK in a fast changing economy - Brazil trends Santuza Paolucci Bicalho, Chief Executive Officer, STB Student Travel Bureau

In November 2009 the British publication "The Economist" printed a cover story about Brazil taking off. Since

then, the interest and demand for opportunities in the country has grown extensively. In the language travel

sector, Brazil had good results in 2010 and 2011. But since 2012, this promising economy showed signs of

decrease. The so-called growth of middle class staggered and may not continue to be a reality at least until

2016. There is labor demand, consumer demand, but the country lacks solid grounds for investments in infra

structure and the inflation ghost is surrounding the economy. The middle class won't consume as it did in the

past 3 years as it is highly indebted. This presentation intends to show who and where the customers are in

Brazil and what are the key factors that language schools can take into consideration when planning to grow

numbers from Brazil.

CEO of STB Student Travel Bureau Brazil since 2007, Santuza Paolucci Bicalho has

18 years of experience in the youth and student travel industry. With a vast knowledge

of the Brazilian market, managing a company that has over 70 offices countrywide and

1.000 staff members, Santuza has also served in several different executive boards of

Federations and Associations of the student travel sector. She served as Mme.

Chairmam of ALTO Association of Language Travel Organizations from 2003 to 2009

and as Treasure of the association in two different mandates: 2001-2003 and 2009-

2011. She has also contributed as board member of FIYTO Federation of International

Youth Travel Organizations, as executive board member of WYSE Travel

Confederation and as Director of World Youth and Student Travel Conference. She is graduated in Law by

UFMG Universidade Federal de Minas Gerais, has a Post Graduate degree in Human Resources

Management by Fundação Getúlio Vargas (FGV) and two management specialization programs by London

Business School. Santuza was an exchange student in Cambridge and Bournemouth in the UK in 1992,

studied at UCR University California Riverside (UCR), at Sydney English Language Centre Australia (SELC)

and at Eurocentres Paris.

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14:30 – 15:20 Plenary Perspective on international students and immigration Nichola Carter, Head of Immigration, Carter Thomas Solicitors, Alice Sachrajda, Research Fellow, IPPR and

Lee Bartlett, Compliance and Audit Manager, Fragomen LLP

Wharncliffe Suite

This session will explore the continued high profile debate around international students and immigration. The

Government’s specific policies in relation to international students and the institutions that teach them will be

scrutinised against the backdrop of the wider net migration policy. The remodeling of UKBA and associated

implications will be considered and the speakers will also look at the future policy and politics that may be on

the horizon. Specific areas such as teaching general visitors and the educational oversight system will be

explored along with a closer look at the extended student visitor visa. Finally the session would not be

complete without a review of tier 4 compliance best practice

Nichola Carter is founder and head of immigration at Carter Thomas Solicitors.

Chambers & Partners, the independent guide to the legal profession, ranks her as a

band 1 key individual and describes her as ‘having done a huge amount to develop the

law of Tier 4 sponsorship.’ Nichola has designed and implemented training programmes

for Universities UK, UKCISA, Association of MBAs and Study UK and she was

instructed as lead lawyer by English UK in its successful 2010 judicial review challenge.

She regularly teaches immigration law to other practitioners and in her spare time she

enjoys cooking and surfing.

Alice Sachrajda is a research fellow at the Institute for Public Policy Research

specialising in immigration and social policy research. Prior to joining IPPR Alice worked

at the POPPY Project run by Eaves Housing where she conducted research about

women who had been trafficked. She previously worked at Wilson & Co. Solicitors

preparing asylum applications and appeals. Alice holds an MSc with distinction in

Human Rights from the London School of Economics and a BA in Law and French from

the University of Sheffield.

Lee Bartlett leads Fragomen LLP immigration compliance services across the EMEA

region. In this role he works closely with the legal teams to strengthen their clients’

compliance with local laws, regulations and policies. Before joining Fragomen in 2012,

Lee held the post of Deputy Director at the UK Border Agency. He has over 10 years

experience of working for both the UK Home Office and UK Border Agency (UKBA) in

strategic operational and policy roles. Between 2010 and 2012, he was the UKBA’s

national operational lead for sponsor licensing and regulation of UK-based employers

and educational institutions under the Points Based System, and lead for the UKBA on

the development of regulations to prevent illegal working.

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15:25 – 16:10 Elective Sessions

A1. Assuring safe homestays as an integral part of the UK language travel industry Debbie Flynn, Co Founder, Susan Goldstein, Senior Advisor, Homestays Technologies and Michele Da Silva,

Britannia Student Services

Virginia Woolf Room

The UK’s ELT industry relies heavily on the homestay sector for accommodation services. Homestays offer

not just accommodation; they provide safe and secure custodial care, as well as a truly authentic immersion

experience. But this critical element in a school’s service delivery chain is often the most vulnerable,

representing both the most intense part of a student’s experience, and yet remaining largely outside of the

schools control. This session will look at how schools can successfully recruit, vet and manage host families

to assure transparency and most of all student safety, using the Homestaymanager platform.

With government regulatory bodies demanding more stringent controls on the one hand, and a new culture of

booking private accommodations online without any controls on the other, schools face the dual challenge of

how to attract and retain proper host families while maintaining quality standards of care.

Whether your school manages its own placements, or works with local homestay providers, you will want to

hear how a new technology can help you – and the UK language travel industry - protect one of its most

critical services. Including case studies from UK members and ChildSafe.

Debbie Flynn has over 30 years’ experience in the international education business and

holds directorships across a range of companies. Debbie advises emerging

entrepreneurs, providing expertise and support in business development and

management. As a basketball coach of 30+ years, Debbie draws on the principles of

sport, teamwork and leadership in business management and mentoring. She maintains

a clear focus on the bottom line in business management and has a wealth of travel

industry expertise and connections. Founder of the company and an expert in the

education travel business, Debbie is instrumental in forming partnerships with key

industry players and rolling out our technology solutions globally for the education industry

(Homestaymanager.com).

Susan Goldstein has over 30 years’ experience in youth, student and educational

travel. She has served as Director General of the Federation of International Travel

Organisations (FIYTO) and as Managing Director of the World Youth and Student Travel

Conference and currently serves as business development advisor to companies

engaged in all sectors of international education. Throughout her career in both the

private and public sector, Susan has used her professional networking skills to create

value-adding chains of communication and collaboration within and especially between

individuals and communities of like-minded professionals as well as institutions and companies with shared or

complementary interests.

Michele da Silva is partner and Sales and Marketing Director of Britannia Student

Services, a leading London student accommodation agency established in 1997 and

catering to language schools and agencies both internationally and within the UK. Prior

to her current role as an accommodation specialist, Michele held senior management

roles in travel and travel related services for over 20 years in Hong Kong, New York and

Rome, where she also taught business English and presentation skills to executives.

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A2. Working with the British Council to promote UK ELT

Jodie Gray, Senior International Manager, English UK, Amy Rodgers, UK ELT Marketing Manager, Rachel

Newton, Marketing and Projects Officer and Oliver Phillips, Senior Account Manager, British Council

Wharncliffe Suite

There have been a number of changes at the British Council over the last few years. These changes have

positively impacted how the organisation promotes the UK’s English language teaching sector. English UK

and the British Council are strategic partners, cooperating closely through the work of the English Language

Promotions Group. This session is intended to showcase how the British Council promotes the UK’s ELT

sector and to highlight opportunities for English UK members to engage in their activities.

Jodie Gray joined English UK in February 2007 as Marketing Communications

Manager. Appointed to the position of International Marketing Manager in 2008 and

Senior International Manager in July 2011, she oversees the work of the International

Team, together with Annie Wright, Deputy Chief Executive (Business Services). This

team is responsible for agent-facing initiatives, promotional activities and international

affairs including StudyWorld London and the English UK Fairs, as well as inward

missions, outward missions, scoping visits, the partner agency scheme, market

research and all marketing communications activities.

Amy Rogers is the British Council’s UK ELT Marketing Manager. She joined the

British Council in 2006 and has worked on governance projects in Northern Ireland

and the British Council’s quality assurance scheme for language institutions,

Accreditation UK. Amy graduated with a degree in Business Management from

University of Newcastle-upon-Tyne, she gained the CELTA qualification in 2009, and

the Chartered Institute of Marketing Certificate in 2011. As UK ELT Marketing

Manager, Amy engages with UK institutions and education agents at overseas

workshops and exhibitions, and manages relationships with UK ELT stakeholders.

Oliver Phillips joined the British Council in 2008 as an Exhibitions Officer for the

Education UK Partnership and was responsible for coordinating Education UK Events

in a number of key markets. In 2011 he was promoted to Exhibitions Manager, during

which time he contributed to the transition from the Education UK Partnership (EUKP)

to Services for International Education Marketing (SIEM). After transition, Oliver

continued to support the development of SIEM as Account Manager for Higher

Education Institutions in Scotland, Northern Ireland and the North of England. He has

recently been promoted to Senior Account Manager and is responsible for the UK

team.

Rachel Newton is the Marketing and Projects Officer for Education UK and manages

social media, student and agent communications as part of the UK based team. She

joined the British Council in 2010 and has worked on a variety of marketing campaigns

with colleagues around the world to market UK HE and FE colleges and institutions,

English language and boarding schools to an international market. Rachel graduated

from Northumbria University with a degree in Architectural Design and Management

and has worked with a variety of organisations from large architectural practices to

smaller developers as a designer and marketing professional. Rachel now represents

Education UK in the ELPG group.

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A3. The dark arts of language travel: selling your school to agents and others Thomas Jones, Head of Business Development, Trinity College London

Benjamin room

There are two main markets for language schools: language travel (agents) and direct sales to businesses,

companies, schools and universities and parents and students themselves-each group requires an entirely

different approach and separate skill set.

This session is a lively look through the sales window of:

How to target differing segments of the market

How to appeal to the HR/management of companies who will often have little or no knowledge, or

interest, in EFL

How to prove a link to bottom line and ROI-internal/external

How to prove tangible progress and skills acquisition-internal/external

The programme and building USPs - what are yours?

Finding agents

Getting rid of agents

Direct bookings?

Mapping a sales trip-physical and mental prep-maximizing time

Why you? Why now? Why not?

Pricing/packages

Staff and delivery

Seasons in the sun?

Pitch or putt?

Thomas Jones is Head of Business Development at Trinity College London. He has

been an activity leader, teacher, DoS, and centre manager in summer schools and

teacher, trainer, DoS and principal in year round schools in France, Greece, Spain,

Germany, Indonesia, Australia, the USA and Mexico. Formerly General Sales Manager

at Embassy CES before becoming Director of Operations USA for Studygroup he

returned to the UK four years ago to take up his current position with Trinity. He has

presented around the world but most recently at NAFSA, FIID and MEXTESOL.

He has lived through more than 16 summer seasons.

16:10 – 16:30

Exhibition and refreshments

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16:30 – 17:20 Plenary

Anti-Marketing: how to get business doing it all the wrong way! Adrian Liley, Head of Sales at British Study Centres

Warncliffe Suite

There are times that you put a lot of time, effort and energy into getting business from an agent and … get

nothing. Other times, you shoot off a cursory email or you go to a meeting late, give a bored presentation

and wander off after an hour and… business starts rolling in. Why? What is it that gets language travel

agents working with you? Clearly it’s not just a case of wearing a sharp suit, having a bag of glitzy brochures,

massive commissions and a neat haircut. Sometimes, doing everything right does not ensure that you get

the business. Why is that? This session explores the psyche of the agent and how to get under his or her

skin. Why is it that a perfect Power Point presentation filled with diagrams will fail, whereas forgetting your

brochures and just chatting over a cup of green tea will get you over the line? We will also look at the various

reasons why doing the wrong thing can be a positive force especially in such rigid cultures as China, Japan

and the Middle East.

Adrian Liley has taught English in Japan, the Middle East and England for 15 years

and has marketed and sold English courses in over 70 countries over the last 25 years

for a variety of language schools doing it mostly the wrong way. Adrian has lived in

Japan, Saudi Arabia, Qatar and more recently for seven years in China, where he ran

his own consultancy company called Asiaquest. He is now Head of Sales at British

Study Centres based in central London. He has also written five novels about the

language teaching industry and has come to realise that in this difficult and

complicated industry, anti-marketing just could be the key to success in a field crowded

with over-qualified marketing and sales experts.

18:30 – 20:30

Parliamentary Reception (for English UK members only) Council Room, One Great George Street, SW1P 3AA

Drinks and canapés will be served.

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Sessions and speakers – Day Two (Thursday) 10:00 – 10:10 Welcome by English UK and conference sponsor Cambridge English Language Assessment Sue Edwards, Chair, English UK, and Jon Grant, Cambridge English Language Assessment

Wharncliffe Suite

10:10 – 11:00 Plenary Where is ELT leading? Navigating the major trends

Samuel Vetrak, CEO, StudentMarketing

Wharncliffe Suite

By 2020 the market will look different. Many challenges and opportunities lie ahead. Understanding the

factors that are shaping the future is critical to making the right decisions for ongoing success.

In this session renowned industry experts in market intelligence and development will guide you through the

major trends that will impact the industry, including insights on:

Programme preferences and changing booking patterns

New source markets and hot tips for the future

Unforeseen alliances and surprising partnerships

Mergers and acquisitions

Take this opportunity to explore the key trends affecting the industry and your school specifically, to get the

most out of your future in ELT.

Samuel Vetrak is the founder and CEO of StudentMarketing, a market research and

business development company specialising in the global youth, student and

educational travel market.

The company, a United Nations World Tourism Organization (UNWTO) Affiliate

Member, also a member of the prestigious international research association

ESOMAR (Samuel Vetrak), provides comprehensive insights on the global student

mobility patterns and market trends, and helps organisations to succeed in the

international youth travel market (strategies, policies, solutions).

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11:00 – 11:30

Exhibition and refreshments Woburn Suite

11:30 – 12:15 Elective Sessions B1. Overseas intermediaries and UK VAT: a fuss over nothing or a time bomb about to explode? Guy Haines, Senior Indirect Tax Manager, PricewaterhouseCoopers

Wharncliffe Suite

VAT can be a frustrating and perplexing tax, and for ELT providers never more so than when grappling with

the implications of dealing with overseas intermediaries in respect of the recruitment or teaching of foreign

students. Even non-VAT registered providers are in danger from the potential reach of a VAT cost. In this

session we plan to cut through the terminology and misunderstandings that hamper a clear discussion of the

nature of the VAT problem, the extent to which it affects your business, what you should do about if it does,

and how to avoid it in the future. Along the way we will answer some of the most common questions that

arise when considering these issues, including: What is the difference between a principal, an agent, an

undisclosed agent, and an intermediary? What difference do these distinctions make to your VAT position?

Does it matter how the money flows between you, them and the students or what your contracts say?

Aggressive challenges from HMRC elsewhere in the education sector mean that it is more a question of when

rather if HMRC begins to focus on ELT providers. This session will arm you with all you need to know about

what might be coming and where you stand.

Guy Haines is a Senior VAT Manager from professional services provider, PwC. With

over 25 years experience of indirect taxes to draw on, including 8 years as an HMRC

VAT inspector, Guy advises a wide range of clients on all aspects of VAT compliance

and planning matters. One of his key specialisms is VAT in the education sector

where he works with higher and further education institutions, independent schools,

ELT providers, and other commercial education providers. Guy has spent much of the

last two years helping these clients, and arguing with HMRC, about the VAT issues

arising as a result of overseas contracts.

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B2. Eliminating visa refusals and protecting your revenue: AMLAPS Zakaria Mahmood, CEO, AMLAPS

Virginia Woolf room

Zakaria Mahmood will provide an overview of the range of financial solutions that AMPLAPS offers to both

Tier 4 and non-Tier 4 sponsors and addresses the needs of the UKBA. AMLAPS is built around a

sophisticated escrow solution which protects the financial interest of language schools and students. It

further provides a valuable mechanism for eliminating visa refusals relating to finances. Other services

include insurance, advisory and transnational investment.

AMLAPS has been designed and developed in conjunction with the world’s leading and prominent

organisations that have a distinguished track record across numerous sectors including education. The

management are leading authorities across the financial services, security, immigration and the education

sector. These services are free for language schools so come and learn more.

Zakaria Mahmood is currently the CEO of AMLAPS and has significant experience

across the education industry having managed a host of investments across UK and

emerging markets. Zak has experience of working across 8 sectors including education

and has been a management consultant for Deloitte and Ernst & Young Capgemini

Consulting. Zak has also served as a Trusted Advisor to the board of a major mobile

network operator. He is an undergraduate of King’s College, London and has an

Executive MBA from Cass Business School.

AMLAPS ½ PAGE ADVERT

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B3. Continuous development for every teacher Tim Banks, Global Manager – teacher development, Cambridge English Language Assessment

Benjamin room

Cambridge English Teacher’s new Institutional Membership offers online professional development for all

your teachers, allowing them to continuously improve their skills and achieve the results you need. Because

it’s online, it fits into even the busiest teacher’s schedule. Over 25,000 teachers on Cambridge English

Teacher are already earning certificates from Cambridge through our courses, and deepening their

knowledge with webinars and articles from renowned experts. In this session, we’ll show how Institutional

Membership is cost-effective, easy-to-manage, and can be part of your commitment to excellence.

Tim Banks has been working in ELT for 25 years as a teacher, teacher trainer,

academic and business manager and materials writer; most recently he has been

working in assessment. He has worked in Europe, Asia and Africa, and he is now with

Cambridge English Language Assessment, based in Cambridge.

12:20 – 13:05 Plenary Hard words, best words, words in use: writing the inventory of English Linda Mugglestone, Professor of History of English, University of Oxford

Wharncliffe Suite

English, as its vocabulary confirms, is constantly on the move – both words and meaning act as witnesses to

time and change, revealing the pathways of contact and conflict with other nations as well as changes in

culture and identity. This talk will look at the challenges of trying to represent English in dictionaries – at the

problems of what ‘English’ is, and of what is, or should be, included in a dictionary. Popular notions of ‘the

dictionary’ often assume that it is a simple and non-problematic entity, neutrally telling us ‘the truth’ when we

look up words and meanings. Yet, in reality, the differing agendas of dictionary-makers (and the cultural

climate in which a dictionary is composed, as well as the personal sympathies/ dislikes/ anxieties of the

individual lexicographer) all affect the forms in which such lexical life-histories are told. Can the dictionary

ever be just a simple ‘inventory’ of the language? This talk will examine some of the more complex issues

which lie behind the supposedly neutral territory of lexicography, looking too at how dictionaries have been

redefined over time, both in what they do and in what they might intend to do.

Lynda Mugglestone is Professor of History of English at Oxford University and Fellow

and Tutor in English at Pembroke College, Oxford. She has published widely on

language in the late eighteenth and nineteenth centuries. Her recent work includes

‘Talking Proper: The Rise of Accent as Social Symbol’ (Oxford University Press, 2007)

and ‘Lost for Words: The Hidden History of the Oxford English Dictionary’ (Yale

University Press, 2005). She is editor of ‘The Oxford History of English’ (Oxford

University Press, 2006, 2007, 2012), and her new book on dictionaries (‘Dictionaries: A

Very Short Introduction’) was published in 2011 by Oxford University Press. She is

currently writing a book on Samuel Johnson.

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13:05 – 14:20 Lunch (buffet style) Woburn Suite

14:20 – 15:05 Elective sessions

C1. Immigration: issues for students; employment: a roundup of recent changes and an overview of proposed amendments to legislation

Hilary Aldred, Partner, Pat Saini, Partner and Hazar El-Chamaa, Associate, Penningtons

Wharncliffe Suite

The session will be divided in two parts and will provide an immigration law update as well as an update on

changes in the employment law. The session will be structured as follows

1) Key changes in employment law in 2013

A) What has happened already – changes to parental leave and collective redundancy

B) What will happen next

Employee-shareholder contracts

New Rules of Procedure for Tribunals

Introduction of fees for Tribunals

Changes to TUPE

Introduction of “pre-termination negotiations”

Changes to whistle-blowing

Changes to compromise agreement

2) Immigration issues for students:

Who needs a visa to come to the UK as a student?

Routes into the UK as a student: tier 4 versus student visitors

Conditions of applying: types of courses, English language ability, finances, dependants, work

rights

Compliance issues

Hilary Aldred is a partner in Penningtons’ employment team specialising in both

contentious and non-contentious employment issues. She joined Penningtons in 2012

from a top 50 law firm and deals with all aspects of tribunal work, including appeals to

the Employment Appeal Tribunal, and is also experienced in a wide range of HR

problems, policies and strategy. She has advised a number of clients on the

management of reorganisations and redundancy programmes, and also has expertise

in trade union matters, including collective disputes. Hilary regularly appears as an

advocate in the employment tribunal covering matters from straightforward unfair

dismissal claims to complex discrimination and whistle-blowing disputes. She is also

experienced in dealing with senior terminations including negotiated exits, restrictive covenants and

injunctions.

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Pat Saini is head of Penningtons' highly successful immigration team. She joined the

firm as an associate in 2009 and has over 16 years of experience practising in

immigration and nationality law. She currently advises corporate, university and large

private sector clients on risk management, sponsor compliance matters, UKBA

changes, highly trusted sponsor status and the immigration aspects of takeovers and

mergers. Pat's specialist areas of work also include immigration services for private

individuals, many of whom are applying for Tier 1 investor and entrepreneur visas,

and she has a wealth of experience in dealing with human rights cases, appeals,

judicial reviews and Court of Appeal matters. Pat co-convenes the Family and

General ILPA sub-committee.

Hazar El-Chamaa joined Penningtons’ immigration team upon qualification in 2006

and has eight years immigration experience in total. She specialises in all aspects of

immigration and nationality law. Her current work focuses on advising corporate

clients, many of which are large multinational organisations, and high net worth

individuals looking to invest in the UK. She plays a pivotal role in dealing with

university and private sector clients, advising on all aspects of compliance,

restructuring and business strategies. Her experience includes advising on complex

Tier 1 investor and entrepreneur applications as well as other applications under the

various categories of the points based system, EU law, freedom of movement, claims

to British citizenship, naturalisation and registration applications.

C2. How to sell your language school: the top 10 things to get right for a successful sale! James Dixey, Founder of Pilgrims Language Courses Ltd

Virginia Wolf room

Hear from somebody who has been there and actually done it!

James started Pilgrims in 1974. He built it up over 30 years and then sold to OISE.

James will share his personal experiences of the sale process with you, including the mistakes he made!

This will be an interactive session; and without PowerPoint!

James now runs his own Business Consultancy. He will be available after the session for 1-1 meetings in

confidence.

James Dixey started Pilgrims in 1974, aged 26. He attracted a wonderful team of

teachers and trainers from all over the world and developed some great services and

products in all the main sectors of the ELT market. He built the business both by

acquisition and internal growth using a wide range of marketing and sales techniques.

Following successful sale, James has spent a lot more time pursuing his passions of

fishing, cricket and gardening. He continues to run his own business consultancy.

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C3. Generating Income Diversity through trans-national delivery, bids and projects Manjeet Kumari-Lal, Head of International, Walsall College

Benjamin room

The key objective of this session is to demonstrate how and why English language providers should look at

developing trans-national partnerships, bids and projects.

The first part of the presentation will analyse the benefits of engaging in trans-national delivery and projects.

We will give an overview of different project opportunities through EU funds, British Council bids, UKIERI and

PMI, in addition to self funded projects through Ministries e.g. Human Resource and Labour.

The second part of the presentation will look at aligning business strategies to training provider’s curriculum

offer to establish:

a provider’s unique selling point

‘product’ positioning

pricing strategies

target audience

The third part of the presentation will look into the processes for developing partnerships, trans-national

delivery bids and projects:

identification of teaching and learning outcomes

a targeted marketing strategy

quality assurance processes & procedures

project planning

costs

clear profit margins to sustain a partnership

growth and sustainability

Manjeet Kumari-Lal has worked in the further education sector for over ten years and

is now a member of the Senior Management Team at Walsall College. As Head of

International, Manjeet has reduced operating costs by 50%, increased the income and

profit margin derived from international activity. Recent successes have included

winning ‘Best International Trade’ by the IAB, a part of the Birmingham Chamber of

Commerce Group, securing a UKIERI bid and 2 British Council Skills for Employability

Bids in China and South Africa. Walsall College also now has one of the largest Middle

Eastern contracts within the region for EFL at £8,000 per year per learner.

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15:10 – 15:30 Plenary Auto-enrolment: practical advice, guidance and pension solutions for English UK language schools Adam Smallman, Senior Indirect Tax Manager, Endsleigh Insurance Services Ltd

Wharncliffe Suite

Legislation requiring employers to provide and contribute to a qualifying pension scheme on behalf of their

employees is currently being phased in across the UK. This session will provide detail on these requirements

to enable language schools to build up an understanding of obligations and timescales for their own specific

situation.

Further to this, the session will also present practical solutions for English UK language schools. These

including the government NEST pension and the proposed ‘English UK Pension Scheme’ - the low cost,

comprehensive solution to meet auto-enrolment requirements.

Adam Smallman joined Endsleigh’s Financial Advice Graduate Scheme in 2008 having

studied Economics, Banking and Finance at Cardiff University. Quickly gaining industry

qualifications and experience in personal financial planning, Adam broadened the scope

of advice given to employers on employee benefits. Adam has experience in advising

organisations on many areas of advice including pensions, group life insurance, group

income protection and key person cover with this experience being heavily focused in

the education sector.

15:30 – 16:00 Plenary Trends and prospects for 2013 / 2014 Tony Millns, Chief Executive, English UK

Wharncliffe Suite

The last year has seen many challenges and threats, and great political and economic

turmoil both in the UK and round the world. What are the prospects for the UK English

language sector for this year and the future? Tony Millns will set out English UK’s plans

and his views.

Tony Millns is Chief Executive of English UK, which is a UK registered charity and the

world’s leading language teaching association.

Please see page 6 for a more detailed biography.

16:00 – 16:30

Exhibition and refreshments Woburn Suite

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16:30 – 18:15

English Language Market reports launch: improving student numbers from Russia and Japan Patrik Pavlacic, Research manager, StudentMarketing Ltd and Tatsuhiko Hoshino, Founder, Rising Star,

Japan

The reports are part of a new series of comprehensive market studies to be produced by the British Council

and English UK. They aim to provide support for UK ELT institutions in recruiting students from overseas

markets. They focus on key markets that are vital for the work of accredited ELT institutions. There is a need

for ELT-specific market information and it is hoped that these reports will help British Council accredited

institutions to gain insights into how the education market works in the target countries. The reports will assist

institutions in building closer connections with and promote their products to potential students and their

influencers, overseas partners, study abroad agents and other stakeholders.

Patrik Pavlacic is the Head of the Research Department at StudentMarketing, a

market research and business development consultancy specialising in the global

youth, student and educational travel market. The company provides comprehensive

insights on the global student mobility patterns and market trends, and helps

organisations to succeed in the international youth travel market (strategies, policies,

solutions). Within his four years with StudentMarketing, Patrik has led or taken part in

various research initiatives for governments, associations, educational institutions, PE

firms and other brands interested in market intelligence and its usage for

understanding the market and driving growth. Patrik holds a Masters Degree in

International Relations.

Tatsuhiko Hoshino is the leading expert in the study abroad and international

education spheres in Japan. After a successful career as an executive with many of

the largest study abroad corporations in Japan, he began his own consulting practice.

“Tatsu” as he is known in the industry, is a regular contributor of perspective and

analysis to magazines and publications, including The New York Times. He has

presented on the world stage, at NAFSA, and KC World. Additionally, he is a regular

speaker at industry events throughout Japan and Asia. Consulting private businesses,

universities, governments, and foreign embassies, Tatsu has developed a reputation

as somebody who brings results to any project he is assigned.

Tatsu’s writing skills have lead him to write ‘How to become a Study Abroad Counsellor’, and his soon to be

released ‘Study English Opportunities in Asian Countries’. If that doesn’t keep him busy enough, Tatsu is also

the General Secretary of JACSAC (Japan Association for Certified Study Counsellors) and an Advisory

Member of JAOS (Japan Association of Overseas Studies).

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18:15 – 20:00

Drinks reception sponsored by the British Council Woburn Suite

Join us for drinks and canapés, meet old friends, make new ones and

discuss the day’s events at this reception which is kindly sponsored by the

British Council.

BRITISH COUNCIL ½ PAGE ADVERT

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