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Marketing tips for schools
These topics and more were discussed during The Crowdsource Café session, led by ENZ Business Development Managers Mary Camp and Richard Kyle. The session tapped in on the wealth of experience in the audience by pooling together practical ideas for improved marketing of schools.
Working in groups, participants shared key tactics they use to nurture meaningful relationships with students, school staff, agents, the local community and alumni.
“Participants all agreed that our industry is built on relationships. They left the session with the challenge of taking away one thing they could action in the next week. No better time than now to get that action going!” Richard said
“It’s also great to remember that the ENZ Skills Lab is a rich resource that schools can use, with many tools that take you step-by-step through marketing projects (including digital marketing and PR),” he said.
ENZ Online Agent Training is closing
In order to facilitate the re-build of the training programme, the current Agent Training in no longer accepting registrations for new learners.
The current Agent Training will become fully unavailable to those currently registered after Saturday 30 June 2018.
(Please see our e-new article on 23 May for details.)
To continue, click on the below link to advise you understand that the current Agent Training is closing and the time frames advised.
Japan events bring growth and connections
Although this was the third year the fair has run, ENZ’s Senior Market Development Manager – Japan, Misa Kitaoka, noted a prevalence of tertiary students this year, often seeking degree programmes.
"While Japan hasn’t traditionally been a study-to-work market, concerns over employment outlook as well as anxieties over life in retirement with the declining population could be encouraging the Japanese to pursue new options to secure their future,” she said.
The fair attracted a record 550 visitors, including 340 students, and 37 New Zealand providers.
As destination marketing plays a key role in student attraction to New Zealand, ENZ received support from Tourism New Zealand and Air New Zealand for the fair, and also welcomed Tobitate! (Leap for Tomorrow) Study Abroad, led by Japan’s Ministry of Education, Culture, Sports, Science, and Technology (MEXT), as the official supporter for the fair. '
“MEXT’s support is an endorsement of ENZ’s 3-year operation in Japan, and a testament to our 10% market growth in 2016,” said Misa.
ENZ’s Sam Heeney, Tomoko Nishikawa from Tobitate Office and Misa Kitaoka.
A representative from the Tobitate Office gave a presentation during the fair, explaining the application procedures and encouraging students to apply for the scholarship to study in New Zealand.
The presentation was followed by a panel of three Tobitate alumni who shared why they chose to study in New Zealand.
In conjunction with the fair, ENZ hosted two education seminars in Osaka and Tokyo, with a record 164 education agents and institutions attending. For those that sought to expand their existing network, SIEBA’s presence was much appreciated as it introduced standardised contracts, as well as services including primary and secondary student placements.
Education seminars have been increasingly popular amongst school teachers looking to send students and student groups to New Zealand secondary schools. This initiative is driven by the Japanese government’s push for internationalisation ahead of the 2020 Tokyo Olympics and Paralympics.
Julie Haskell, Director of International at the University of Auckland English Language Academy (ELA) has attended ENZ events over the last three years.
“Attending these events has helped ELA to identify new business opportunities as well as developing existing partnerships,” she said.
“We look forward to attending future events in Japan.”
Meet the Dream New scholarship recipients
ENZ received nearly 300 applications from across 20 EU countries. Candidates were chosen based on their fantastic academic results as well as creative motivational essays or videos.
The winners begin their New Zealand adventure in February or July 2018, and as official ‘Kiwi Ambassadors’ will keep us updated throughout their time in New Zealand.
Lisa Futschek, ENZ Regional Director – Americas and Europe said the 10 recipients reflect the growing number of high-quality European students that look to New Zealand for a unique study abroad experience.
“European students immerse themselves into the Kiwi lifestyle very easily. They value the wide range of programmes our education providers offer and the accessibility of our professors and tutors – in their home countries, this relationship tends to be much more formal,” said Lisa.
“They are also quite adventurous, and in their free time they will use every opportunity to explore the beautiful New Zealand landscape and engage in outdoor pursuits they have heard so much about.”
The scholarship was launched in December 2015 by Prime Minister John Key as part of the FTA campaigning in Europe. The scholarship offers EU students one study abroad semester in New Zealand (valued at up to $12,500 NZD), sending students to New Zealand universities and ITPs.
Jaime Pérez Fernández (Spain)
New Zealand is so far away from my home, there is no better place to find myself. I chose Victoria University because Wellington is the same size as my home city, and it is close to the South Island – ideal to explore as much of New Zealand as possible. July can’t come fast enough!
Christoph Scholder (Germany)
I am really excited to start a new adventure on the other side of the globe! I am especially looking forward to the nature in New Zealand, and to see how Victoria University of Wellington differs from my home university and city. I’m sure I’m going to have an amazing time!
Anna Stroh (Germany)
I am excited to study anthropology and marine ecology at the beautiful campus of University of Otago. I can’t wait to explore the stunning landscape and I am looking forward to experience Māori culture and perform the haka. To study in New Zealand was my dream, and receiving the scholarship fulfilled it.
Lars Tauer (Germany)
I chose the University of Otago in Dunedin for the nature, the friendly people and the university’s excellent reputation. I will be able to gain insights in fields of study I would not have been able to at my university in Germany. I cannot wait to start having the time of my life in New Zealand.
Nadja Kampendonk (Germany)
I am so excited to study abroad next year. I always dreamt of going to New Zealand and seeing all the unbelievable landscapes. I chose the University of Canterbury because it allows me to further my French studies while also taking an English course to improve my English writing skills.
Lavinya Stennet (UK)
New Zealand is a true adventure – in the physical sense and in terms of being able to learn more. I chose University of Waikato for its Māori and Indigenous Studies courses, which is a privilege for me to learn about. I am ready to learn some Māori songs and explore the mountainous regions of New Zealand!
Claudia Aybar (Spain)
My love of adventure and travelling led me to apply for the Dream New Scholarship. Auckland University of Technology caught my attention for its modern and attractive campus and high-quality standards. New Zealand is the perfect destination to have an amazing experience and enhance my education. I am really looking forward to starting this adventure.
Patricia Jahn (Germany)
I chose Lincoln University for its agriculture and environmental studies. I also imagine its population of 4000 students will be a unique experience, studying in small groups. I also want to explore the countryside including Mount Stokes, Abel Tasman National Park, Mount Cook and Lake Pukaki, as well as Akaroa.
Marlene Braach (Germany)
I have already started my first semester at Ara Institute of Canterbury, and will now stay for a second! New Zealand’s cultural diversity is what drew me here, and I got more involved in this by volunteering at the Contemporary Art Gallery. I’m glad to have the opportunity to study here and learn new things.
Georg Zunhammer (Germany)
My goal has always been to spend a semester abroad, and Massey University in Auckland met all my criteria. As an avid runner and hiker I am fascinated by what the nature there has to offer. I look forward to experiencing a completely different culture, lifestyle and to meet lots of new people
Bringing ideas to life in China
Ideas to Life took place at the University of Auckland Innovation Institute in Hangzhou – an area known as the Silicon Valley of China for its reputation as a leading innovation and technology hub.
The conference showcased the University of Auckland’s work in several areas relevant to the Chinese market. These included digital health, high value nutrition, light metals research, advanced materials and manufacturing, and clinical trials and drug development particularly in oncology.
Leading education experts from China and New Zealand also attended an education industry-specific session at the conference. Organised by the University of Auckland English Language Academy, the presentations provided an overview of international education in New Zealand, updates on programmes including customised services for groups of students, and shared expertise in academic learning and research.
Julie Haskell, Director at the English Language Academy, said the session provided an opportunity for collaboration, networking, and knowledge sharing between academics, agencies and university officials from both countries.
“The education day provided an excellent opportunity for us to showcase the Institute and the opportunities offered by the English Language Academy.
“We look forward to hosting future events at the Innovation Institute in Hangzhou.”
Palmerston North goes international
Peter Brooks, Principal of Freyberg High School, sees value for both international students and locals who have the opportunity to mix with people from around the world.
“International students add another dimension to our school and the wider community. It encourages inclusiveness – something that is so important given what’s going in the world at the moment,” said Mr Brooks.
“We hope to show that New Zealand and New Zealanders are different.”
Freyberg’s international students come from China, Viet Nam, Korea, India, Chile, Thailand, Switzerland, Japan, Brazil and Germany. The school runs dozens of events throughout the year to give them a taste of the Kiwi lifestyle, and to help them feel welcome in their new environment.
“International students add another dimension to our school and the wider community."
In a first for the school, the 2016 dux prize was awarded to an international student from China. Mr Brooks said watching her journey having limited English to being named dux was a highlight for the school.
“We surprised her by secretly inviting her mother to the ceremony, all the way from China, to present her with flowers on stage. That brought the whole house down,” said Mr Brooks.
Building on Freyberg’s ‘sister school’ relationships is also an area of focus for the school. In recent years, the school has sent groups of students to Thailand, Viet Nam and China.
“Putting our students in the shoes of their international peers astounded them – classroom hours are different, expectations are different. It really opened their eyes,” said Mr Brooks.
International students teach Kiwis about the world
Invercargill’s James Hargest College currently hosts 25 to 30 long-term international students, in addition to several visiting groups throughout the year. College staff have seen the positive difference having international students can make.
Jenny Elder, Deputy Principal and Director of International Students, says the College runs an International Friendship Club, which benefits the wider school community as well as the internationals.
“Properly integrating visiting students into the school community alongside their Kiwi peers is key, and well worth the effort,” Elder said.
“We find it’s the best way to break down barriers. International students open the eyes of our local students to the world, which is important given a number of our students have not travelled or experienced living in other communities.”
The International Friendship Club organises social activities and events for international students including ice-skating, skiing, pot luck dinners, quiz nights, picnics, barbeques and movie nights. It also assigns international students with Kiwi “buddies” who help them with schoolwork, show them around and even make welcome gifts and celebrate their birthdays.
"International students have experienced different cultures, giving them perspective our students can learn from."
English teacher Anna McDowall says the international students are also bringing new experiences to the classroom, and has witnessed first-hand how invaluable their perspectives are in a learning environment.
“International students have already experienced different countries and cultures, giving them insights and perspective our students can learn from,” said Anna.
“For example, studying a classic like [George Orwell’s novel] 1984 with a student who has lived under a corrupt government helped Kiwi students to see how surveillance can strip our individuality, and how preserving our freedom is vital.
“We are very fortunate in New Zealand, and that means some of the big ideas in our texts are beyond our students’ comprehension – international students provide the reality of these issues worldwide and help our Kiwi kids to empathise and understand other perspectives, hopefully creating better citizens.
“After all, He aha te mea nui? He tangata, he tangata, he tangata.”
Fun and games at Christchurch student welcome
The event was held at the Christchurch Art Gallery Te Puna o Waiwhetū, and offered free food, games – including jenga, table tennis, and a Rugby 101 workshop led by the BNZ Crusaders – as well as a number of live music and cultural performances such as kapa haka, Indian Bangara dancing and a traditional Chinese lion dance.
Canterbury’s community groups and tourism operators were also on hand to greet new students, alongside Christchurch Deputy mayor Andrew Turner, who gave a welcome speech.
ChristchurchNZ International Education Programme Manager Bree Loverich was pleased to see such a strong turnout.
“This event was a fantastic opportunity to bring together new students, international education staff, homestay families and volunteers to celebrate our different cultures and showcase all there is to see and do in Christchurch and Canterbury,” said Bree.
Reach out to students in Japan
ENZ’s Senior Market Development Manager – Japan, Misa Kitaoka, said the annual guidebook is the only Japanese publication officially supported by the Embassy in Tokyo and ENZ.
“Keibunsha publishes this study guidebook for many other English-speaking embassies and is a great opportunity for New Zealand regional bodies and education providers to promote their offering,” said Misa.
“As destination marketing plays a key part of edu-promotion in Japan, Keibunsha is offering a separate advertising rate for regional groups.”
To advertise, bookings must be made by 10 April.
Market insights from Japanese media
The journalists represented a range of Japanese news media with audiences of various interests, ages and social groups:
- Sachiko Habu, Editor-in-Chief of Nikkei DUAL, a digital magazine for working parents
- Ryo Fujii, Deputy Editor of CNET Japan, focused on technology and innovation news
- Yuko Okumura, a freelance journalist for Glolea!, promoting study abroad for Japanese students.
The journalists visited secondary schools, English language schools, early childhood education (ECE) providers and government agencies involved in technology-focused start-ups.
Misa Kitaoka, ENZ’s Senior Market Development Manager – Japan, said New Zealand’s approach to education was considered very forward-thinking in Japan.
“They realised that education in New Zealand is not about only acquiring knowledge, which is still the case in Japan, but about what one can do with the knowledge in dealing with the uncertainties that come with the accelerated globalisation and digitisation in society.”
New Zealand’s world-first education ranking for instilling future skills resonated with the journalists, as did the Government’s push to enable innovation in the private sector, its tertiary qualifications framework for ITPs, and unique ECE curriculum.
Government-led initiatives such as CreativeHQ were very attractive to the journalists as well.
“In Japan, it’s usually the private sector that drives innovation so seeing a government-led initiative in New Zealand really made an impression,” said Misa.
The journalists were interested that some New Zealand schools offered the International Baccalaureate (IB), which could be a pathway to tertiary study options in Japan, New Zealand, US and the UK.
“IB is a hot topic in Japan at the moment, with the Japanese government promoting international education and introducing international curricula such as the IB diploma to Japanese schools,” said Misa.
The topic of Japanese parents bringing their pre-school children to an English-speaking country like New Zealand for a short-term immersion – the ‘barefeet study abroad’ experience, as one journalist put it – was also of interest. The journalists appreciated the “unique learning environment” offered by the New Zealand ECEs they visited.
“They were impressed to see children immersed in nature while learning how to be independent and resilient,” said Misa.
New Zealand’s high quality of life, healthy work-life balance and the flexibility of “work from home” also made a good impression.