Educational programme

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WETM-IAC 2019 Educational programme

Sunday, 17 March

Opening keynote: Authentic influencing: The entrepreneurial power of social media

10:00 – 11:00


Dr. Adanna Steinacker will outline how authenticity has driven her journey as a social media influencer and entrepreneurial medic. By aligning her personality with her profession and her entrepreneurial passion, she has used her platform to build both a community and a company. She will share lessons learned that are key for organisations across industries that seek to understand audiences, analytics, and the authenticity needed for genuine reach.


Dr. Adanna Steinacker

Founder and CEO
Medics Abroad

Exchange Visitor Program update with the US Department of State

15:40 – 16:20


Join this session with US State Department staff to obtain updated information on current government regulations, policies, and trends impacting the Exchange Visitor Program in the USA.


Ilir Zherka

Executive Director
Alliance for International Exchange


Lymari Torres Reyes

Program Analyst,
Office of Private Sector Exchange
Bureau of Educational and Cultural Affairs
US Department of State

Darra Dirska

Branch Chief,
Office of Private Sector Exchange
Bureau of Educational and Cultural Affairs
US Department of State

Monday, 18 March

Being a bold brand in a world with too many brands

10:20 – 11:20


Being a bold brand doesn’t get easier in the 21st century. Millions of channels in advertising and marketing are screaming at users on a daily basis. But which are the ones who still get the attention needed to survive in a world with too many brands? And how do they do it?

It all comes down to being more relevant to your audience. Having a logo is not enough. Nor is having a website or nice business cards. To become more relevant, one has to be a brand, not just have one. In being there is character, personality, rough edges and everything scary most brands want to avoid. Being a personality in branding means being loved often and hated sometimes. It means risking to speak up, to rock the boat, to have an edge, and also risking to be loved by the ones who want to connect with you.

The ones who do connect are not sheer customers, they become fans and ambassadors that carry your message out into the world. They connect with you as a brand, because your brand becomes a friend, a bold one.

In this hands-on presentation and workshop, founder and creative director of Benchmark Design, Pascal Gabriel will talk about the components of a great brand personality and help you find your voice and become a bold brand.


Pascal Gabriel

Founder and Art Director
Benchmark Design

#unknown: defining and marketing work experience travel

10:20 – 11:20


Is your target group looking for immersion or internship?  Experience or employment? And which is it that you are selling?

During this interactive session we will dig into the lingo of the cultural exchange industry and deconstruct all-too familiar definitions with an eye toward better understanding the potential for disruption and what words actually mean for your target audiences. Roll up your sleeves and bring your passion for the past, present and future of our industry to the table as we challenge ourselves through a structured session of thought and discussion.

A must if you seek to de-clutter your marketing and sales vocabulary, and if you are interested in shaping the industry’s language for common causes.


Ann-Kristin Cohrs

Managing Director


Ashwin Rao

Marketing Manager
The Green Lion

Dealing with uncertainty: Brexit and the cultural exchange sector

14:00 – 15:00


It has been said that uncertainty is the only certainty there is, yet how can your organisation best build a strategy around such a principle? On the eve of one of the biggest political shifts in 21st century Europe, we will discuss the certainties and uncertainties around Brexit and cultural exchange and how cultural exchange organisations are getting Brexit-ready.


Vicki Cunningham

Group Director, Work Abroad
STA Travel


Dave O’Malley

Business Development Manager
World Nomads

Inma Sanchez

Marketing Director

Nick Steiert


Sandra Landau

Childcare International

Mission possible: government and industry finding solutions together

14:00 – 15:00


What practical results can advocacy bring? In this session we look at how our industry voice is being heard at a government level and the role this has played in implementing national policies. Learn more from this case study of a collaborative effort between the French government and a national association to implement new, improved visa regulations for French au pair programme(s).


Linda James

Senior Vice President
Au Pair in America


Simon Bertoux

Deputy Director
Office of Residence and Work
Department for Foreigners in France
French Ministry of Interior Affairs

Delphine Vaills

Managing Director
Europair Services

Sophie Hertzog

French National Au Pair Association (UFAAP)