EduNova Annual Report 2021-2022

BRIDGING GAPS C A N A D A ’ S E DU C A T I O N D E S T I N A T I O N

2021-2022 Annual Report

WE ARE ALL TREATY PEOPLE We acknowledge that EduNova’s office, members, students, graduates and Nova Scotia-based partners are in Mi’kma’ki, the ancestral and unceded territory of the Mi’kmaq.

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Photo: Jan Walter EduNova Annual Report 2021-2022

TABLE OF CONTENTS Message from the Board Chair and President & CEO ........................ 4 About EduNova .................................................................................. 6 Bridging gaps through virtual student recruitment .......................... 8 Key student recruitment moments.................................................. 10 FPP EduMedia virtual student recruitment fairs ............................. 12 The Study and Stay™ - Nova Scotia Program .................................. 14 Key Study and Stay™ - Nova Scotia Program moments .................. 16 Bridging gaps through mentorship ................................................. 18 Additional student retention initiatives .......................................... 20 Financial statement ......................................................................... 23 Media highlights and awards ........................................................... 25 Our board ......................................................................................... 26 Our team .......................................................................................... 27 Funding and support........................................................................ 28

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MESSAGE FROM THE BOARD CHAIR AND PRESIDENT & CEO The 2021-2022 year has challenged the ways in which we approach international education in Nova Scotia and beyond. Our world has changed, and so have we.

We have experienced the ebb and flow of the many disruptions caused by COVID-19 and have navigated through the wake of its waves. We recognize how difficult this past year has been for our members, students and partners. We have experienced loss; leadership changes; increased provincial, national and global competition; budget restrictions; and the need to adapt to digitization and emerging technologies.

The past year has also taught us that we are inextricably connected to each other and has shown us what we miss out on when we are not fully engaged globally.

The challenges we have faced illuminate that our collective impact is greater than what we could ever achieve by ourselves. These challenges have shone a light on the importance of deep collaboration in international education — a philosophy that has helped EduNova and Nova Scotia make strides in this space.

Choosing to collaborate when we are hard-wired to compete is no easy feat. EduNova’s model of collaboration means tackling the tangly issue of rewiring our mindsets and nurturing the instinct to work together in spaces where we can be better than the sum of our parts.

Collaborating across sectors and institutions helps us bring the best of Nova Scotia to our students and the best of EduNova to our members. Working together to stay laser-focused on an aligned goal to maximize 4

EduNova Annual Report 2021-2022

impact for the province is the reason our model works.

This means learning from and with each other by sharing data, resources and expertise. It means following an iterative development approach with multi-stakeholder participation and diverse opportunities for engagement.

And finally, it means meeting students and working with them “where they are.”

As the world continues to learn from COVID-19, we see collaboration through international education as an essential tool to reconnect Nova Scotia on a global level.

EduNova’s new president & CEO, Shawna Garrett, has taken over from the invaluable leadership of Katie Orr and Nicole Johnson-Morrison. Garrett sees that EduNova’s vision of transforming Nova Scotia through international education and mission of championing the province as a leader in international student experience are as relevant as ever.

With classes moving from in person to online and back again, and with international travel severely restricted, EduNova has continued to use technology to collaborate on student recruitment and retention initiatives. Some of this year’s highlights include, but are not limited to: Delivering nine international recruitment events via FPP EduMedia’s virtual platform, with a total of 13,491 prospective international students in attendance; Receiving 582 registrations for the 2022 Building Employment Skills for Successful Transitions (BEST) Conference — a new record for the annual event;

Increasing our social media following by more than 1,000 users on our primary accounts, boosting our online presence in an increasingly virtual world; and Welcoming 97 international students from 32 countries into our Study and Stay ™ - Nova Scotia Program, making this year’s cohort our largest and most diverse to date.

Behind another year of success at EduNova is a passionate and dedicated support network committed to our wonderful province. Thank you to everyone who helps to breathe life into EduNova’s vision, especially: EduNova’s board, members and community partners for championing our initiatives and ensuring their success; Katie Orr and Nicole-Johnson-Morrison for their leadership and commitment to EduNova’s future; Our funding partners — the Atlantic Canada Opportunities Agency (ACOA), the Nova Scotia Department of Advanced Education (AE), and Labour, Skills and Immigration (LSI) — for their belief in our mission, and ongoing support to foster collaboration in the province and ensure the continued success of our member institutions; and Most importantly, the students who choose to study in Nova Scotia.

We could not do this without you.

– Shawna Garrett, President & CEO, EduNova Cooperative Ltd – Dr. Peter Ricketts, President & Vice-Chancellor, Acadia University and EduNova Chair, Board of Directors

“THE CHALLENGES WE HAVE FACED ILLUMINATE THAT OUR COLLECTIVE IMPACT IS GREATER THAN WHAT WE COULD EVER ACHIEVE BY OURSELVES.” EduNova Annual Report 2021-2022

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ABOUT EDUNOVA EduNova, located in Halifax, N.S., is a provincial co-operative association of education providers — the only one of its kind in Canada. EduNova’s membership is composed of colleges, universities, language schools and K-12 schools that work together to bring international students to Nova Scotia and help them build their futures in the province.

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Photo: Tobias Negele EduNova Annual Report 2021-2022

C A N A D A’ S E D U C AT I O N D E S T I N AT I ON

VISION Transforming Nova Scotia through international education — where students study, stay and thrive.

MISSION We champion Nova Scotia as a leader in international student experience while advancing social and economic growth in our province.

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BRIDGING GAPS THROUGH VIRTUAL STUDENT RECRUITMENT For another year, EduNova has worked closely with its members to adopt new technologies and deliver international student recruitment events online to prevent the spread of COVID-19. This shift to virtual recruitment has bridged the gap between Nova Scotia’s institutions and thousands of prospective students who live outside of their primary recruitment zones.

Through virtual recruitment, Nova Scotia’s messages of welcome have travelled farther afield than ever before. Students who may not have had the opportunity to travel to in-person recruitment events in the past can now learn about opportunities to study, work and live in Nova Scotia with the simple click of a button.

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Photo: Jeswin Thomas EduNova Annual Report 2021-2022

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KEY STUDENT RECRUITMENT MOMENTS BRAZIL CANADA CHAMBER OF COMMERCE – CANADA DAY CELEBRATION

NOVA SCOTIA CURRICULUM SCHOOLS RECRUITMENT EVENT

WECHAT

On June 30, 2021, EduNova delivered a virtual presentation during the Brazil Canada Chamber of Commerce – Canada Day Celebration.

The event was organized by the Brazil Canada Chamber of Commerce in Sao Paulo to celebrate Canada Day and expose prospective students to education opportunities in Canada. More than 300 prospective Brazilian students tuned into EduNova’s presentation, which offered a short introduction to education in Nova Scotia, followed by a student panel discussion led by five Brazilian alumni of EduNova’s Study and Stay™ programs.

In September and October 2021, EduNova and several member institutions virtually connected with students and teachers at Nova Scotia curriculum high schools in Bangladesh, Abu Dhabi and multiple locations across China. Students were invited to learn about their study options in Nova Scotia through a presentation that featured institutional introductions, answers to frequently asked questions and an alumni panel discussion.

EduNova continues to produce and promote content on WeChat — a popular social media messaging app used in China — to highlight opportunities to study and live in Nova Scotia. The overall number of followers on EduNova’s WeChat account has continuously increased since its establishment in 2020. Much of this growth has stemmed from the account being heavily promoted during Nova Scotia curriculum school recruitment events in September and October 2021. Hebei province boasts EduNova’s largest concentration of followers, likely owing to the large Nova Scotia curriculum school located in Zhengzhou, Hebei.

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EduNova Annual Report 2021-2022

VIETNAM BUSINESS-TO-BUSINESS EVENT

EDUCANADA SOCIAL MEDIA CAMPAIGN

STUDY ATLANTIC CANADA MARKETING PROJECT

In November 2021, EduNova participated in a virtual education business-to-business matchmaking event organized by the Canadian High Commission in Ho Chi Minh City, Vietnam. The event featured 105 participants who represented education agencies, university partnership offices, the Canadian government, and high schools in Vietnam. EduNova was one of four associations invited to present an overview of education opportunities in Nova Scotia to a group of 55 interested parties from the participant list, and was also able to participate in eight one-on-one meetings with high schools and education agencies.

In March 2022, EduNova and EduCanada partnered up to offer a lead generation campaign on Facebook, Instagram and Google to promote Nova Scotia to prospective students, primarily in Vietnam and the Philippines. To date, the campaign has generated more than 250 leads. EduNova has worked on triaging the leads and distributing them to suitable institutions in Atlantic Canada for follow-up.

Over the past year, EduNova has continued to lead the development of a regional marketing project — Study Atlantic Canada — to promote Atlantic Canada as a top education destination for prospective international students. Between July 2021 and June 2022, EduNova has worked closely with m5 Marketing Communications and a steering committee composed of representatives from the various institutions the project will support to finish planning three key phases of the project: 1.

2.

3.

A brand identity; An awareness campaign; and A photo and video library.

The fourth and final phase of the project is to finalize a website that will enhance the Study Atlantic Canada brand’s online presence, which is now near completion.

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FPP EDUMEDIA VIRTUAL STUDENT RECRUITMENT FAIRS Over the past year, EduNova facilitated more than 70 member registrations for nine regionally-focused virtual international student recruitment fairs through FPP EduMedia — a digital platform dedicated to hosting such events. As a result, thousands of prospective students across the globe got to learn more about studying and living in Nova Scotia.

Breaking down the total number of student participants globally, this map highlights the percentage by which each region was represented during the fairs throughout the 2021-2022 year.

16.36% Mexico (2021)

OVERALL IMPACT Total number of student participants: 13,491 Total number of countries reached: 100+ Total number of Nova Scotian institutions represented: 12

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Top 10 countries with highest rates of student participation:

1. Brazil 4. Colombia 7. Mexico 10. Senegal

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2. Peru 5. Egypt 8. The Philippines

EduNova Annual Report 2021-2022

3. Pakistan 6. India 9. Bangladesh

7.99%

Spanish-Speaking

14.77% South Ameri ca

6.65%

Mexico, Central America & Caribb ean

8.04% Francophone Africa

11.36%

Middle Ea st

15.19% Asia

9.92% Brazil 9.67% Anglophone Africa

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THE STUDY AND STAY™-NOVA SCOTIA PROGRAM EduNova’s Study and Stay™ - Nova Scotia Program — a 10-month program designed for international students completing their post-secondary studies in Nova Scotia — entered its sixth year in October 2021. This has been a record-breaking year for the program, with the highest number of students enrolled to date.

The Study and Stay™ - Nova Scotia Program aims to help international students build successful careers and futures in Nova Scotia after graduation. This year, the program has been revamped to offer eight distinct pillars of support: • • • • • • • •

Intercultural/professional communication Career supports Networking Employer connection development Community integration Mentorship Access to immigration supports Entrepreneurship

Adopting a new app has allowed EduNova to provide these supports in an entirely virtual format, increasing connectivity and accessibility for students across the province.

By the program’s end in August 2022, students will have the knowledge, skills, connections and experience they need to thrive in Nova Scotia and help the province grow.

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SEEING RESULTS 97

INTERNATIONAL STUDENTS FROM

32

DIFFERENT COUNTRIES

87

joined this year’s Study and Stay™ - Nova Scotia Program as they completed their post-secondary studies in Nova Scotia — making this the largest and most diverse cohort yet!

PROFESSIONALS volunteered to join this year’s Study and Stay™ - Nova Scotia Program as mentors to help international students kickstart their careers in Nova Scotia.

This dedicated group of mentors is the program’s largest to date.

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POST-SECONDARY INSTITUTIONS ACROSS NOVA SCOTIA

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GROUP LEARNING SESSIONS

were represented by international students in this year’s Study and Stay™ - Nova Scotia Program.

helped international students learn about strategic networking, soft skills development, cultural competencies and career discovery.

These informative sessions were delivered in collaboration with EnPoint, BTC Consulting and ISANS.

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KEY STUDY AND STAY™-NOVA SCOTIA PROGRAM MOMENTS STUDY AND STAY™ RETREAT OCTOBER 2021

STUDY AND STAY™ HOLIDAY SOCIAL DECEMBER 2021

STUDY AND STAY™ MENTORSHIP FEBRUARY 2022

In October 2021, students were provided with an overview of the Study and Stay™ - Nova Scotia Program shortly after receiving their acceptance during a two-day virtual retreat. The Study and Stay™ Retreat allowed students to meet and connect with one another, EduNova staff and program alumni. Students also learned from experts who presented on several informative topics, including:

In December 2021, students in the Study and Stay™ - Nova Scotia Program and EduNova staff gathered virtually to celebrate the holiday season. The Study and Stay™ Holiday Social was an opportunity for students to further connect through a series of icebreaker activities and engaging discussions.

A key component of the Study and Sta is mentorship. It provides an opportun apply what they have learned, network understanding of Nova Scotia’s workp market. In February 2022, EduNova we returning mentors into the program. S been carefully matched with these pro their fields and areas of interest.

• • • • •

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The reasoning behind land acknowledgments; Professional communication in Nova Scotia; Tips to succeed in a diverse workplace; Immigration and pathways to permanent residency Wellness and being mindful of oneself.

EduNova Annual Report 2021-2022

By sharing their expertise, advice and in the Study and Stay™ Mentorship Pro significantly impact international stud their futures in Nova Scotia.

P PROGRAM

ENTREPRENEURSHIP 101 WORKSHOP MARCH 2022

STUDY AND STAY™ WEEKEND 2022 MAY 2022

ay™ - Nova Scotia Program nity for students to k, and gain a deeper place culture and job elcomed new and Since then, students have ofessionals according to

In March 2022, the Centre for Entrepreneurship Education and Development and Nova Scotia Immigration and Population Growth joined EduNova to deliver the Entrepreneurship 101 Workshop virtually. During the workshop, students in the Study and Stay™ - Nova Scotia Program learned more about the steps needed to pursue a career in entrepreneurship in Nova Scotia and gained information on the International Graduate Entrepreneurship Stream as an immigration option.

EduNova held its first ever Study and Stay™ Weekend in May 2022. The three-day event was an opportunity for students in the Study and Stay™ - Nova Scotia Program to attend several career development sessions that covered critical topics such as networking, job interviews and professional communication.

The students also had a chance to further build their connections through social activities, including a karaoke night and trip to Peggy’s Cove.

connections, mentors ogram continue to dents who strive to create

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BRIDGING GAPS THROUGH MENTORSHIP By providing mentorship opportunities through the Study and Stay™ - Nova Scotia Program, EduNova has helped to create strong connections between international and local talent. Mentors within the Study and Stay™ Mentorship Program have provided invaluable support for international students preparing to navigate Nova Scotia’s job market after graduation.

NATHAN LAIRD STUDY AND STAY™ - NOVA SCOTIA PROGRAM MENTOR I was drawn to mentorship because of my desire to help others. In my role as Connector Program Manager for the Halifax Partnership, I’ve worked with hundreds of international students, helping them better understand the local labour market and make connections. However, I wanted to be able to do more. EduNova offered me that opportunity.

This year, I’m working with an amazing mentee from Colombia named Adriana. We have a natural connection, and talk and email multiple times per week. We discuss job searching, resumes, networking, personal branding and more. I’ve connected Adriana with several leaders in her industry. I’ve also had the pleasure of getting to know her husband, Javier, and supporting his job search efforts as well. It’s been an incredibly rewarding experience and I look forward to seeing what the future holds for us!

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EduNova Annual Report 2021-2022

ADRIANA MARTÍNEZ STUDY AND STAY™ - NOVA SCOTIA PROGRAM STUDENT Being selected for EduNova’s Study and Stay™ - Nova Scotia Program was a much greater blessing than I could have imagined. Immigration is a complex process. You don’t know what to do or where to go, but have the awareness that if you don’t learn quickly or make bad decisions, you’ll face consequences.

Throughout all of this, I’ve been able to count on EduNova for support in the same way I’d count on my family. All the people I’ve met during this program — EduNova staff, my mentor, my peers and many others along the way — have become almost like relatives to me.

My mentor has been a constant support. He connected me with several contacts he considered important for my career, reviewed my resume and LinkedIn profile, gave me strategies to plan my career, and gave me hope and a smile when I saw a dark and lonely path ahead.

I can only thank EduNova’s funders and staff for the beautiful work they do with so much love, the advisors and volunteers who support this program, and especially the mentors — for the time, wisdom and friendship they give us.

ELMER LOWE STUDY AND STAY™ - NOVA SCOTIA PROGRAM STUDENT Mentorship has been a valuable process for me since day one. The first day I met with my mentor, Youji, he gave me great ideas for possible career paths that I have been seriously considering since. Initially, I was a bit hesitant to join the mentorship program. However, my mentor and I definitely clicked, and I quickly began to look forward to our next meeting. Being paired with someone who has great knowledge and experience will certainly help anyone interested in improving their various skills and receiving much needed guidance.

YOUJI CHENG STUDY AND STAY™ - NOVA SCOTIA PROGRAM MENTOR I’ve been a supporter of the Study and Stay™ - Nova Scotia Program since its beginning. Having been in Canada for 10 years, I built a career in technology commercialization and learned many things the hard way.

I want to support newcomers so they don’t make the same mistakes I made.

Coaching others requires practice, but I enjoy it. It helps me enhance my own skills as I move into senior management. I like to do career development exercises with my mentees, my favourite being skill audits.

I teach my mentees how to analyze job postings and then help them identify the required skillsets for their desired careers. A skill audit helps with discovering one’s strengths and weaknesses, which goes a long way in terms of self-improvement.

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ADDITIONAL STUDENT RETENTION INITIATIVES TAX RETURN INFORMATION SESSION In February 2022, EduNova collaborated with the Canada Revenue Agency to deliver a free virtual tax return information session for all international students in Nova Scotia. Offered for the third year in a row, this session has been consistently well attended and liked by students. This year, 270 students joined the session — more than ever before — and learned about: • • •

General filing requirements; Student benefits and credits; and The Community Volunteer Income Tax Program.

IMMIGRATION SESSION: PATHWAYS TO PERMANENT RESIDENCY In April 2022, EduNova collaborated with Immigration, Refugees and Citizenship Canada and Labour, Skills and Immigration to host a virtual immigration session for all international students across Nova Scotia. During the session, students had the opportunity to learn about federal programs for permanent residency, the Nova Scotia Nominee Program, and the Atlantic Immigration Program.

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EduNova Annual Report 2021-2022

BUILDING EMPLOYMENT SKILLS FOR SUCCESSFUL TRANSITIONS (BEST) CONFERENCE

UP TO A DIG

In March 2022, EduNova delivered the seventh annual Building Employment Skills for Successful Transitions (BEST) Conference, collaborating with post-secondary institutions and partners across Nova Scotia. This free one-day virtual event, available for all international students in Nova Scotia, equipped attendees with the tools needed to be well-positioned for the province’s job market. Students benefited from a series of workshops, networking opportunities and panel discussions. Topics covered during the conference included:

Over th Nova S busine three c medium

• • • • • • • • •

Networking tips and resources; Interview preparation; Attaining a post-graduation work permit and pathways to permanent residency; Inclusive workplaces; Financial management; Applying for jobs in the public and private sectors; The entrepreneurial mindset; Workplace etiquette; and Experiential learning and volunteering.

With 234 international students in attendance, this year’s BEST Conference had a higher participation rate than ever before.

NOVA SCOTIA INTERNATIONAL STUDENT PROGRAM AMBASSADOR AWARDS On June 11, 2021, EduNova hosted its Nova Scotia International Student Program Ambassador Awards Gala. The virtual event was an excellent opportunity to celebrate a group of outstanding Nova Scotian students who joined the Nova Scotia Student Ambassador Program, demonstrating a commitment to welcoming international students into their schools and communities across the province. Each of the 30 student ambassadors were individually recognized and awarded $2,000 toward their tuition at a post-secondary institution in Nova Scotia.

The ser during Brandi • • • • •

Some c directly

Aside f learned Gradua

O SPEED: MARKETING ESSENTIALS IN GITAL ECONOMY

he past year, EduNova, the Atlantic Canada Opportunities Agency - Nova Scotia and Scotia Business Inc. partnered to deliver a five-part virtual series for Nova Scotian esses called Up to Speed: Marketing Essentials in a Digital Economy. The series supported cohorts between September 2021 and March 2022, benefiting more than 50 small and m-sized enterprises across the province.

ries brought participating companies up to speed on the essentials of digital marketing two-hour sessions over five weeks. The sessions, which were facilitated by Revolve ng Inc., included: Before You Launch: The Fundamentals Always Open: Building Your Virtual Storefront Efficient Communication: Getting the Right Message, to the Right Audience, at the Right Time Know Your Trajectory: Measuring, Analyzing, and Optimizing Your Digital Marketing Boosting Your Efforts: Recognizing Why and When to Partner

companies also opted into hour-long aftercare sessions, which allowed them to work y with Revolve Branding Inc. to take a deeper dive into their online strategic planning.

What participants had to say about the program:

“ “ “

This course was well planned out with great reminders.

The classes I attended were exactly what I needed to improve my skills.

- Directions Utd. I loved that the videos were recorded and shared. I will be re-watching them many times to digest the information fully. Thank you for putting this program together.

- Martin Ceramic The homework throughout this course was helpful, as it was relevant to each business. For the length of the course, there was a good amount of information. The follow-up sessions were very useful. They were a great way to translate high-level information to match the specific needs of my organization.

- SaySo Communications

from receiving support with their digital marketing efforts, participating companies also d about opportunities to hire international graduates with representatives from the ate to Opportunity Program and Information and Communications Technology Council.

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“Along with building a strong foundation for attracting international students to Nova Scotia, EduNova is creating a plan with a financially-sound strategy and ground-breaking innovation that will deliver value to our members over the next decade.

Throughout the past year, the EduNova team has worked hard to support various projects that positively contributed to our economy and province. It has been a great honour to support the work of EduNova’s board and keep our financial focus on ensuring sustainability as we deliver on our strategic plan.

I want to take this opportunity to thank our funders for their continued support, finance team for a job well done, and Grant Thornton for supporting the organization through the transition of our accounting system over the past year.

EduNova is ready for an exciting year ahead and we look forward to continuing to bring value to all of our stakeholders.”

- Saeed El-Darahali Treasurer, EduNova

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Photo: Liz Cummings EduNova Annual Report 2021-2022

FINANCIAL STATEMENT As of March 31 Assets Current Cash and Cash Equivalents Account Receivable Prepaids Capital Assets

Liabilities Current Payables and Accruals Deferred Revenues

Net Assets Unrestricted net assets

2021-22

2020-21

$1,396,999 $382,547 $6,073 $1,785,619 $2,216 $1,787,835

$1,530,266 $328,877 $6,605 $1,868,729 $2,981 $1,868,729

$211,162 $682,117 $893,279

$198,029 $724,353 $922,382

$894,556 $1,787,835

$946,347 $1,868,729

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CELEBRATING EDUNOVA As we celebrate another year of success at EduNova, we have our board, members, funders, partners, supporters and Study and Stay™ students and graduates to thank for their continued dedication.

We’re proud to be part of a strong community that works hard to champion Nova Scotia as a leader in the international student experience while advancing social and economic growth in the province.

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Photo: Nataliia Kvitovska EduNova Annual Report 2021-2022

MEDIA HIGHLIGHTS AND AWARDS Over the past year, EduNova was chosen as the recipient of two Corporate Vision Magazine awards — the Educational NPO of the Year - Nova Scotia Award for 2021 and the Best Education and Training Association - Nova Scotia Award for 2022.

Thank you to Corporate Vision Magazine for this opportunity, as well as EduNova’s supporters for making it possible.

To learn more about EduNova’s impact in Nova Scotia and beyond, read through some of this year’s media highlights: • • • •

Nova Scotia to launch digital hub for internationals | The Pie News Program helps international students build careers in N.S. | The Signal Connection and Community | NSCC Support exists for immigration in Nova Scotia | Saltwire

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OUR BOARD

Peter Ricketts Board Chair

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Eleanor L. Anderson Board Vice-Chair

EduNova Annual Report 2021-2022

Saeed El-Darahali Treasurer

Sheila Nunn

Don Bureaux

William Lahey

Mike Rosson

Dawn Gordon Observer

OUR TEAM

Shawna Garrett President & CEO

Michael Hennigar Director of International Student Recruitment & Marketing

Natasha McNeil Director of Finance & Operations

Aris Hernandez Study and Stay™ Program Manager

Yentl Lee Projects Coordinator

Gabriela Martins Administrative Coordinator

Mia Samardzic Communications Coordinator

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FUNDING AND SUPPORT GENEROUSLY PROVIDED BY:

OUR MEMBERS

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OUR PARTNERS

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C A N A D A’ S E D U C AT I O N D E S T I N AT I ON

studynovascotia.ca

804-1809 Barrington St., Halifax, Nova Scotia, Canada, B3J 3K8