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following initiatives were implemented to enhance the international
students¡¯ overall experience as they pursue education in Singapore.
The initiatives protect the interests of these international
students and ensure that they are well integrated into the Singapore
school system and social fabric.
CaseTrust for Education: Implemented by CASE in Sept 2005, this
scheme protects the interests of international students and
comprises of 2 key components: a) Student Protection Scheme and
b) Standard Contract. There are about 280 Private Education
Organisations (PEOs) in Singapore that have achieved CaseTrust
Singapore Quality Class for Private Education Organisations (SQC-PEO):
The scheme was
launched by EDB & SPRING on 24 Feb 2003.
Administered by SPRING, this scheme recognises business and
organisational excellence in private education organisations.
There are currently 42 SQC-PEO accredited institutions actively
recruiting international students in Singapore.
Overseas Students¡¯ Association (OSA): Established on 1 December
2005, with the support of STB¡¯s Education Services Division, OSA
is an association managed by international students. The
committee consists of international students who organise
regular activities for its 1200 members to participate in. These
activities provide invaluable opportunities for international
students to interact with each other and promote integration
into the local student community.
Singapore Education Specialists (SES): These specialists are
certified education agents based in-market, and they have been
trained by STB to provide accurate information about studying
and living in Singapore to potential international students and
their parents. To date, there are more than 200 certified SE
Specialists from 11 countries.
Singapore Education Services Centre (SESC): The first SESC was
set up in Singapore in October 2005, to provide international
students with education counselling services. It functions as a
resource centre where students can access information on the
various education institutions in Singapore. It also provides
international students with a platform to meet and interact with
their peers, and the centre also houses the office of the OSA.
Singapore Education Brand Campaign
Singapore Education Brand Campaign is formulated based on authentic
student experiences. The campaign aims to engage the audience
directly and on a personal basis through the eyes and experiences of
international students studying in Singapore. It is hoped that their
positive experiences will encourage the target audience to aspire
for a similarly enriching and inspirational education in Singapore.
brand advertisements feature real students of different
nationalities studying in Singapore. Speaking in the capacity of
student ambassadors, they share their experiences through
testimonials which are incorporated into the copy.
campaign ads also highlight the diversity of quality basic education
and higher learning options in Singapore by featuring institutions
that the student ambassadors are studying in. Both the ¡®product¡¯
(education institution) and the ¡®destination¡¯ (Singapore) are
showcased in these ads.
direction for this campaign was influenced by research findings that
established that ¡®word-of-mouth¡¯ testimonials are the most
influential factor in students¡¯ and parents¡¯ decision-making
process. Featuring ¡°real¡± student ambassadors with ¡°real¡± student
testimonials will appeal to the target audience.
the conceptualisation stage, the brand concept was also shared with
education institutions and international students from whom
favourable response was garnered.
engage target audiences on a more personal level, via Singapore
Education roadshows, the brand comes ¡°alive¡± with featured student
ambassadors making special appearances to share their personal
experiences as well as to interact with potential international
students and their parents.
addition to roadshows, the campaign ads will also appear on
in-market print dailies and magazines.
Singapore Education Brand Campaign will also have an online
presence, which includes publicity on the Singapore Education
website and online banners. The STB has plans to encourage featured
student ambassadors and other international students to post their
personal experiences about studying in Singapore onto the website.
Singapore Education Brand Campaign was first launched in India in
the August-September period. Phase II of the campaign will be rolled
out in key overseas markets such as Indonesia, Malaysia and Vietnam
over the next few months.
SE Awards nomination forms will be available at the
Singapore Visitors Centre at Orchard
Address: Junction of Cairnhill Road and Orchard Road
(beside The Heeren)
Opening Hours: 9:30am to 10:30pm daily
Orchard Road, #01-01
Hotline: (65) 6831 3764
Operating hours: 10am to 7pm, Monday to Friday
Singapore Tourism Board
Court, 1 Orchard Spring Lane
hours: 8.30am to 6pm, Monday to Thursday
8.30am to 5.30pm, Friday
Launched in 2003,
Singapore Education is a multi-government agency initiative led by
the Economic Development Board and supported by the Singapore
Tourism Board, SPRING Singapore, International Enterprise Singapore
and the Ministry of Education.
The Singapore Education
initiative highlights the uniquely transforming educational
experience that international students can experience through
Singapore¡¯s holistic, industry-centred education system and global
Board¡¯s (STB) Education Services Division promotes and markets
Singapore Education overseas. The STB works very closely with
Singapore education institutions and specialists to reach out to
potential international students through a range of promotional
platforms, including roadshows, education fairs, education talks and
PR and advertising.
www.stb.gov.sg Media Release
10 Nov 2006