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Press Releases
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Connecting Through the Use of English
9/13/1999 (By Barbara Pinckney Business Review Reporter)
English Connection Taps Worldwide Market for English as a Second Language
Highlights: English Connection discovered many years ago that teaching English as a second language was a growing market in which could build a successful business. They were right.
But they also realized that in order to keep their business successful, they had to operate by a basic principle: a smile is the universal language.
“There are a lot of people teaching English as a second language,” said Joanne P. Kubricky, President and CEO of English Connection, an English as a Second Language school in Saratoga Springs, New York. “There are many English language schools, so we had to distinguish ourselves.”
“We found that the No. 1 thing with international students is to keep it personal,” she added. “We care, and they know it. We could just bring people in and send them out, but sooner or later that catches up with you and your school is over.”
Instead, English Connection is growing rapidly. Plans call for satellite schools in Europe, Central and South America and Asia, and the company has expanded domestically by signing on to run the English as a second language, or ESL, programs at several colleges and universities in the U.S. The flagship school, at 480 Broadway, Saratoga Springs, operates 52 weeks a year, recruiting students-including many business executives-from more than 80 countries worldwide. Enrollment averages more than 250 students a year and Kubricky professes to know every individual-not only by name but by likes, dislikes, siblings and pets.
“I keep in touch will all the students,” she said. “Last year, we had an English Connection reunion in Rome. All the students in Europe came. Next year, we’re having a reunion in Tokyo, Japan.”
Gerald Shaye, director of international trade development for Empire State Development Corp., New York’s economic development agency, said companies are wise to focus on personal relationships when what they are exporting is service.
“With a manufactured product, you can send out a catalog and if someone likes it, they’ll call and tell you if they want red or blue,” he said. “But service is intangible and personal. It is business that has to be done by people, and word of mouth is important.”
“I think that is a lot of the success of English Connection,” Shaye added. “When you’re dealing with an intangible, it is the good reputation and the warmth and energy of the people directly involved that can make the difference.”
Shaye sits on the board of the Global Business Network of the Capital Region, a non-profit association that in June presented English Connection with an excellence in export award for Excellence in Service.
Getting English Connection off the ground was not easy, however. Kubricky had to “reach out to the world,” which meant making personal contacts at embassies, consulates, travel agencies and with anyone else who could help promote her business. She listed the school in some international guidebooks and hired some overseas representatives to drum up students.
“It was hard,” she said. “You put all you have into this thing and it’s a slower reaction than you expect.You have to get known throughout the world."
But today, there is no shortage of eager students, many of whom learned about English Connection from former clients. “The students sell the school,” Kubricky said. English Connection is now known all over the world and students contact the school directly.
English Connection operates on a rolling admissions basis, meaning students constantly are coming and going. Some stay only for a week or tow, while others may remain for several months. The programs are flexible, including group classes and private instruction. Classes are limited to six students to allow for more personal interaction and to prevent students from getting lost in a crowd.
Prices vary and largely depend on where the student chooses to live. Options include residing with host families, school apartments, on local college campuses or in hotels.
Language lessons are only a part of the package. The students also are immersed in U.S. culture, with trips to the Saratoga Race Course, Lake George, area businesses and other cities in the Northeast.
“The teachers are very kind,” said Hisako Mori, a 54-year-old woman from Japan. “This school has small classes, less than 6 students per class, and for me, it is very very good. I had a very good time here.”
So good, in fact, that two days after leaving English Connection to visit her daughter in New York City, Mori asked to return to Saratoga Springs and attend English Connection for a longer period of time.
English Connection is a division of CONNECT International Corporation and is operated by a Board of Directors. Kubricky—who since returning from Italy has obtained two master’s degrees, one in teaching ESL and one in educational administration—has a staff of 15-35 teachers and now spends most of her time acting in an administrative capacity.
“But I do pop in (to the classroom) every once in awhile,” she said. “It helps me keep up with what everyone is doing. In business school, they call it ‘managing by wandering around.’ “
Kubricky also has been working on the school’s expansion plans. Earlier this year, EC Online was created to give both new and former students a chance to polish their language skills via the Web. The school also contracted with several colleges to provide a complete ESL curriculum.
“They want help in getting more international students,” Kubricky said. “Now we are working with another college for the same reason.”
Kubricky said English Connection may continue to expand in the United States, but “right now it is focusing on overseas.”
The first European school was scheduled to open in Rome this fall, but permitting problems with the original site have sent English Connection on a search for new space.
Once the school is set, “We want more in Italy and others in Europe,” Kubricky said. “Then we’ll look at Central America and South America and finally Asia.”
480 Broadway P.O. Box 1054, Saratoga Springs, New York 12866
Work Phone: (518) 581-1478
e-mail: admissions@englishconnection.com
www: http://www.englishconnection.com
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