Cyndi McLeod Associate Vice President, TRU World Chief Executive Officer of Global Operations Thompson Rivers University Location and Campus Dr. Kathleen Scherf President and Vice-Chancellor Thompson Rivers University is located in the city of Kamloops, and the province of British Columbia, In Western Canada Thompson Rivers University ` Dual-Sector, Dual-Mode University ` Founded in 1970, public, degree-granting ` Annual Budget: $138.5 million, Research Budget: $10.6 million ` 10,000 Canadian students + 16,000 distance education students ` More than 1200 International Students from 70 countries ` Approx. 570 faculty, and 465 staff ` 100 different programs at the certificate, diploma, undergraduate and masters level ` 400 distance education courses Thompson Rivers University (International) ` 60 different training projects in more than 30 countries worldwide ` 600 Short Term trainees each year for Professional Programs ` 1400 offshore students studying transnational education programs ` Projects, partnerships in over 30 countries ` 60 bilateral exchange agreements worldwide ` 220 exchange agreements through ISEP Thompson Rivers University ` Began in 1970 as a community college, Cariboo College, to deliver career-technical and two-year academic university transfer programs during the provinces’ initial expansion of post-secondary education. It evolved into The University College of the Cariboo, and has recently received full university status with a change in name to Thompson Rivers University, and is designated as a special purpose university. The University of Choice for International Opportunities

Thompson Rivers University has a rich history of being open and accessible to students from around the world, and of extending the expertise of the university to the international community. Building on the legacy of thirty years of international connections, the university seeks to balance success in the international context by creating expanded international opportunities and experiences for Canadian students, faculty and staff, and by increasing levels of international awareness and understanding within the university community. ` Ecosystems and Environmental Resources ` Sustainable Communities ` Agri-Foods ` Bio-products, quality control, bioremediation and product testing ` Healthy Communities, Wellness, and Human Development ` Informatics and Optimization ` Visual, Verbal and Cultural Literacy and Communication and Communication Technologies ` Culture and Creative Arts ` Advanced Technologies and Applications

` The Overarching Theme: Sustainable Development Thompson Rivers University is ` Accredited by the Government of British Columbia, Canada ` A member of CIS, AUCC, ACCC, CBIE, CECN, and other professional and academic organizations ` Recognized worldwide as an accredited Canadian post-secondary institution

Domestic & International ` Decline of 14% in college age students in 2016 and 2026 ` In Vancouver and Toronto 25% of student population are immigrants ` More students coming from working single parent families ` Competition for government spending is increasing ` Increasing tuition, increasing debt ` Access to technology ` High school graduation rate is increasing, but still below other countries ` Post-secondary education does pay! ` Increased competition = increased marketing, CRM, etc. to look to new markets ` More competition by private sector ` More competition for students world-wide International Education Sector represents:

` Worldwide: $2.2 trillion ` Canada: $5 billion ` British Columbia: $2 billion Increase Market Spending, and Differentiating Our Branding University of Ottawa ` In the fall of 2002, the University of Ottawa began a very important exercise: an examination of what their University represents to those who know them and know about them. The University of Ottawa wanted to know what people were (or were not) saying about their programs, their educators and their research capabilities. ` Some of the key results of the 2002 reputation survey pointed out firm positive perceptions about their University, including their national character, their bilingualism, their position in the nation’s capital and their diversity of programs. The survey also indicated that the University would benefit from developing a clear image or ‘brand’ in the minds of its various audiences. After considerable research, consultation and dialogue, “Canada’s university” rose to the surface as their brand promise. McMaster University ` Through interdisciplinary education and collaborative, cutting-edge research, the University encourages students, faculty and alumni to celebrate the art of teaching and the art of learning new things about the world. The McMaster community values innovation and openness to new ideas. Professors break new ground and pass their learning to a new generation. Students open their horizons through research, interdisciplinary connections and student life. And alumni continue to discover and grow in their professions and their personal lives. ` Innovative McMaster is consistently ranked among the most innovative institutions in the country. We offer an intellectually welcoming environment that celebrates diversity of ethnicity, culture, thought and vision. We are joined by a central purpose – the sharing and deepening of knowledge and opportunity for the betterment of our communities, Canada and the world. With a productive and diverse research agenda, research intensity and determination, students are here not to just learn more, but to learn differently. ` Engaging The 2006 National Survey of Student Engagement determined that students rank McMaster highly for its supportive campus environment. The innovative teaching model and research opportunities allow students to play a part in their own education and prepare for the future. McMaster boasts a tightly knit community featuring a diverse population of students and alumni, a welcoming environment, and professional and social organizations. ` Inspiring McMaster provides many opportunities for people to be exposed to the new and different. In 2005 Employee Benchmark Tracking Research, 93 per cent of McMaster’s faculty agreed that “I personally play a role in helping students to achieve their maximum potential,” 81 per cent said they “play a role in making McMaster the most innovative university in Canada” and 73 per cent agreed that they help to make McMaster a “student-centred university.” Dalhousie University ` Dalhousie University: Inspiring Minds represents the successful union of contrasting traits: while we celebrate individuality and personal choice, we also intensely value teamwork and collaboration. Dalhousie has a long tradition of excellence and prestige, yet we focus on the future and our impact on the community, the country, and the world. Dalhousie is an involved partner of the vibrant and sophisticated city of Halifax, yet the campus remains friendly, welcoming, and warm. ` Dalhousie is internationally recognized for outstanding academics and attracts a diverse mix of high-ability scholars from Canada and the world who want to be part of a vital urban campus experience. Both faculty and students are bold, determined, self-motivated. They look for prestige, value, and career benefits that come from a university with an international reputation for quality. They are drawn by and thrive in the vibrancy and diversity of Halifax, and they have intense respect for the university’s rich history of excellence. ` Above all, Dalhousie provides an array of opportunities of all kinds that inspire every individual – faculty, staff, and student alike – to intellectual and personal growth. Thompson Rivers University — TRU World ` BRAND POSITIONING STATEMENT: TRU is a contemporary student-centric University, a one-stop model providing exceptional choice in learning models and programs, within a highly caring campus community. ` KEY ATTRIBUTES / MESSAGES: Personalized experience — Campus and location — Flexibility and choice — Caring community ` TAGLINE — TRU: Now THIS is University ` TAGLINE — TRU WORLD: Where the University Meets the World Defining, “Positioning”, and Establishing a Brand ` I haven’t finished school yet and already have job offers from different countries. Francesco, Chile

TRU World Challenges ` Name change from UCC to TRU in 2005 ` Small relatively unknown university in a small city in the middle of the province of British Columbia ` Limited Master’s Program (limited unique program offerings) ` Increasing competition in Canada, but also internationally Mandate: To Coordinate International Initiatives for TRU

Five Areas of Focus: 1. International Marketing and Recruitment for Academic Programs and Open Learning 2. International Student Affairs 3. Study Abroad and Internationalization 4. Institutional Linkages and Accreditations / Transnational Education 5. Contract Training and Development ` Leading Canadian post-secondary institution in international education and training ` Educating international students at the TRU campus in Canada ` Customized training, and consulting delivered in Canada or abroad ` Joint delivery of academic programs with international partners ` Student and faculty exchange, assist to identify international research opportunities ` Development programs

` Directly responsible for approx. 48 faculty positions (25:1 student:faculty ratio) ` Over 52 staff dedicated to International Activities ` Direct revenues of over $17 million ` Local Economic Impact currently estimated at over $50 million ` Directly funds International Building ` International revenues provide 640 spaces for full-time Canadian students (Dr. James R. Seldon, 2005) TRU World Expenditures Through Strategic Marketing Initiatives ` Increasing post-secondary capacity and quality building within source countries ` Heightened competition from U.S., U.K., Australia, New Zealand and Singapore ` New BC universities ` Increased efforts of many Canadian institutions ` Increase transfer students out of TRU ` Impact of economic crisis Thompson Rivers University

` Position ` Invest ` Evaluate ` Reposition ` Reinvest ` In house ESL program and university prep program ` Attend 200 recruitment events worldwide annually in 188 cities, 25 countries ` Web presence ` Mass mailout to international representatives ` Familiarization tours, delegation hosting (approx. 75/year), in-house branding ` Marketing materials in 15 languages ` Pathway programs, accreditation programs, student referrals and feeder school relationships with international and local schools ` Use of honorary doctorates for profile building in key markets ` Trade Missions / Provincially, Nationally, Locally ` Sister City Relationships with City of Kamloops ` Cooperative Marketing with the City of Kamloops and the School District ` Agent Fairs ` Use of local associates and agents ` FAM Tours ` Build Brand through OFFSHORE Program (3+1, 2+2, 4+0) ` Articulations / Pathway Partners ` Dedicated Admissions / Country Specialization ` High End Student Support ` Retention Strategies ` Commission Structure ` Agent Manual ` Marketing Services Representatives ` Offshore Office — 9 countries TRU World Marketing Budget

Agent Familiarization Tour $59,004

Travel $505,931 Agent Commissions $713,296 Advertising $115,311

Education Fairs $476,280

TOTAL $1,869,822 For TRU Representatives and Partners: ` Brochure (Search Piece) ` Overview Inserts — Key Languages ` MBA Brochure ` TRU Calendar www.tru.ca ` Posters and Banners ` Agency information binder ` Kamloops information ` Agent information website

ZiPing Feng ` TRU Agent Relations & Personalized support by TRU Marketing Team Communications Coordinator — Agent Relations Committee For TRU Representatives and Partners: ` International Marketing Coordinator coordinates all preparations for TRU World’s involvement in promotional and recruitment activities worldwide, including the development of promotional materials, print and web advertising, giveaways, and display booths ` Coordinator maintains TRU World website and research other online marketing options ` Maintains TRU World’s Marketing Budget ` Researches new and innovative ways of marketing (ie mobile marketing) Sherri King Coordinator, ` In-house Graphic Design International Marketing ` Overseas Fair Logistics ` TRU World hosts an intense two-day Familiarization Tour of Kamloops, TRU campus and Sun Peaks. This allows worldwide agents to become familiar with our area and benefits them as they sell TRU to prospective students.

Left: Premier Gordon Campbell

Centre: TRU Past-President Roger Barnsley

Right: President Ma and Professor Li, from the Tianjin University of Technology (TUT), China

Through Transnational Education — Offshore Programs ` Building brand recognition offshore ` Internationalization / faculty / students ` Student Recruitment ` Off-shore revenue generation ` Faculty professional development ` Study Abroad opportunities for TRU Students ` Reputation strengthening in Country/Region ` Development assistance ` Institutional strengthening Current Accreditation Partners

Partner Institute Country Program Starting Students Graduat Transfer (08-09) es Students

Tianjin University of Technology (TUT) China BBA (dual-degree) 2002 429 431 36

Shanghai Institute of Technology (SIT) China BBA (dual-degree) 2003 275 121 17

Kolej Poly-Tech Mara (KPTM) Malaysia CSOM 2003 32 51

St. John’s International School Thailand Matriculation 2003 20 59 (St John’s)

Canadian Institute for International India BTACS, PBDM, BBA, 2006 170 29 19 Studies (CIIS) BTM,UPREP

Beijing Concord College of Sino-Canada China BTM (articulation) 2003 35 (BCCSC) TRU_OL CGS 2007

Washington Commercial and Language Singapore BBA 2007 21 School (Washington)

Tianjin Transportation Vocational College China BTTM 2007 80 (TTVC)

Nilai International College (Nilai) Malaysia BTM 2007

Vietnam National University, Hanoi Vietnam BBA, BTACS, BTM 2009 (ISVNU)

Legenda Education Group Malaysia BGS, BComm, BTTM

Total 6 19 1024 691 123 Offshore Enrollments by Country 2007-2008

Singapore Thailand Malaysia 2% 2% 3%

India 16%

China 77%

Through TRU Pathway Partners and Feeder Schools ` Hansa Language Centre (Toronto) ` International House (Vancouver) ` International Language Schools of Canada (ILSC) (Montreal, Toronto, Vancouver) ` International Language Academy of Canada (ILAC) (Toronto, Vancouver) ` Pacific Language Institute (Vancouver) ` Simon Fraser University English Language (Harbour Centre, Vancouver) ` Vancouver Community College (Vancouver) ` Braemar College (Toronto) ` Century College / Century High School ` Columbia College ` School Districts: Kamloops, Langley, Maple Ridge, Vernon, Golden Hills, Elk Valley ` Dalian Maple Leaf International School ` Beijing Huijia Private School ` Beijing Concord College of Sino-Canada ` SASA-Roper Academy-India Through Selected / Well-positioned Honorary Doctoral Awards Left: Dr. Frances Pang, Leading Educator for Sino/Canadian Joint Ventures and highly regarded Chinese Business Entrepreneur

Right: Dr. Mark Evered, Provost, TRU, in China

Through Gold-Plated Student Services The Model: International Student Services and Support

REGISTRAR’S OFFICE TRU STUDENT LIFE • International Admissions • TRU Student Society • International Academic CENTRALIZED Advisors INTERNATIONAL SUPPORT - Int. Student Reps - International Student TRU WORLD INTERNATIONAL CENTRE Associations & Clubs STUDENT Director, TRU World • TRU Athletics DEVELOPMENT Manager, Student Affairs & Study Abroad • Omega Newspaper • Recreation & Social Events • English Language • Committee for International Programs Service & Support Liaison • Multi-cultural Advisors • ESL + Academic • Pre-Departure/Orientation ACADEMIC PROGRAMS • University Preparation • International Student • Departmental liaison Activity Program • First Year Experience: • Faculty Academic Advisors Student Success Courses • Int. Student Leader Council • Faculty Support • Supplemental Learning • Center for Teaching and • Writing Centre Learning & GMC Resources • Institutional linkages abroad INTERNATIONALIZATION • Faculty Overseas Teaching • Diversity/Intercultural Classroom Workshops & Student/Faculty Exchange • International Days • Senate International Affairs Committee TRU WORLD TEAM ONGOING SUPPORT ` Director, TRU World ` Follow-up Orientation ` Manager, Student Services & Study Abroad Sessions and Workshops ` International Student Advisors ` Canadian Buddy (Multicultural) and Volunteer Program ` International Activity Program Facilitators ` International Days ` Secretarial Assistants ` Ongoing support, immigration assistance, translation PRE-ARRIVAL AND ARRIVAL ` Faculty liaison and guidance for success ` Pre-departure support ` Online Advising: Forms, ` Accommodations and airport reception Updates, FAQ, ` Orientation Week and Welcome Luncheon Information Larry Peatt Chris Gas Jan Petrar Manager International Projects, Manager International Manager International Student Services Training and Development Marketing and Study Abroad

Lori Defrias Baihua Chadwick Victoria Baker International Training Coordinator Manager International Liaison Manager Business Operations

Internalization as a Branding Initiative ` Globally-minded campus resource ` Intercultural Communications Workshops ` Study Abroad ` Field Schools ` Internationalization of the Curriculum ` Collaboration with the Centre for Teaching and Learning ` Senate Committee for Internationalization

AUSTRALIA FRANCE THE NETHERLANDS ` Southern Cross University ` Universite d'Angers ` Avans Hogeschool ` University of Western Sydney ` NHVT Breda University GERMANY of Applied Sciences AUSTRIA ` University of Cologne ` FH Joanneum University ` University of Applied Management NORWAY ` of Applied Sciences ` University of Erfurt University of Stavanger ` Management Centre Innsbruck ` FH Osnabrueck ` Salzburg University ` Fredrich Schiller University of Jena SCOTLAND of Applied Sciences ` UHI Millenium Institute ` University of Applied Sciences Wiener Neustadt GREECE ` Trinity International SPAIN CHILE School of Tourism Management ` Universidad Autonoma de Barcelona ` Universidad de Santiago de Chile ` Universidad Autonoma de Madrid ` Universidad de Vina Del Mar INDIA ` Universidad Europea ` Canadian Institute Miguel de Cervantes for International Studies (CIIS) CHINA SWEDEN ` Tianjin University of Technology ITALY ` Halmstad University ` Universita Catholica ` Kristianstad University ENGLAND Del Sacro Cuore ` University of Gävle ` Bournemouth University ` University of Chichester JAPAN SWITZERLAND ` University of Salford ` Bunkyo Gakuin University ` University of Applied Sciences ` Hirosaki University Northwestern Switzerland FINLAND ` Kyoto Sangyo University ` Zurich University of ` Turku University of Applied Sciences ` Nagasaki Wesleyan University Applied Sciences Winterthur ` J.F. Oberlin University ` Toyo University VIETNAM ` International University, Vietnam National University Through Contract Training Designed in collaboration with partner Approximately 600 students each year ` University Students ` Principals and Teachers ` Indigenous Tourism Specialists

Examples ` Beijing Olympic Training, 4 contracts ` Programs for universities: Tourism & ESL; Social Work & ESL; Psychology & ESL; English Language and Recreation ` Executive Leadership Training for Principals ` Teacher training for Ministries of Education in China, Korea, Chile TRU World ` Advertising in many different sizes and shapes for fair catalogs and publications worldwide, in multiple languages. ` Scholarship promotion in Mexico with Jorge Campos — banner and newspaper advertisement. Jorge will be joining TRU in our booth for the CEC Mexico education fair in Guadalajara, to promote the scholarships. ` Banners for Agent Workshops ` Sets of hanging banners for booth display. We are currently working on 2 more (Open Learning and School District 73). We also include a programs banner in native language (see next slide). ` Banners for specific markets in English and the following languages:

Arabic, Chinese Simplified, Chinese Traditional, German, Indonesian, Portuguese, Russian, Spanish (Mexico), Spanish (South America), Thai, Turkish, Korean, and Japanese. ` Banners for the TRU World sponsored lounge at the ICEF Berlin Workshop, November 2008 ` Corporate Profile & Viewbook/Search Piece ` Reference flyer printed in 19 different languages: English, Spanish (Mexico), Spanish (South America), Japanese, Korean, Chinese Traditional, Chinese Simplified, Indonesian, French, Italian, German, Portuguese, Arabic, Persian, Polish, Thai, Turkish, Vietnamese, Russian ` Left: Agent Certificate (with Silver Seal) and Right: Multi-purpose Certificates (ie Appreciation)

Branding Example UNLOCK THE POSSIBILITIES ` Continuous enrolment ` Flexible scheduling ` Study anytime, anywhere ` Minimal program admission requirements ` Transfer existing credits from other institutions ` Credit granted for knowledge gained through prior work experience ` Online tutors ` Reduce your carbon footprint and save on commuting costs Distance learning course delivery reduces our environmental impact as it minimizes personal dependency on fuel and energy consumption.

TRU International Brand Enrolment Results Student Diversity: Number of Source Countries Growth in Total Offshore Enrolments 2001-2008 1200

1000

800

600

400

200

0

2001-2002 2002-2003 2003-2004 2004-2005 2005-2006 2006-2007 2007-2008 Growth in Total International Student Enrolment 1990-Present

Thank You! Thompson Rivers University Kamloops, British Columbia Canada