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  • Strong team established in South East Asia

    It was first time everyone in the South East Asia team had been together in one location and it was a great opportunity for the them to work on the business plan for the coming year.

    Three areas of focus were identified during the planning sessions; first, delivering great marketing events (such as those recently held in Indonesia and Malaysia and soon to be held in Thailand and Viet Nam); second, introducing New Zealand institutions to potential partners and facilitating business development. Opportunities currently being explored in this area include early childhood education in Indonesia and Borneo; vocational education in Viet Nam; and English language opportunities in several countries. The third area of focus is leveraging Government connections and relationships.

    Also over the two days, the team spent time working out the best way to ‘pitch’ New Zealand as a destination for tertiary education to students at selected schools in all countries of focus. The first task was to identify which Year 8-10 students and parents would consider New Zealand as an education destination, and what types of schools they were at; and then, how the team could most effectively raise awareness of New Zealand education as a study destination among this group. The South East Asia team will be trialling a pitch in selected schools soon, and awareness-raising activities of this sort will become an important part of their job at the conclusion of the fairs.

    Many of you will already know some of the team – but perhaps only as a voice over the phone, so the accompanying photo shows, from left to right: Sarah Gauthier, ENZ’s Wellington-based International Market Manager who supports South East Asia; Izak Human, ENZ’s Regional Director – South East Asia; Margaret Low (Malaysia), Yenny Chen (Indonesia); Gewalin (Nan) Lertrasameewong  (Thailand), Dinh Duong (Viet Nam) and ENZ General Manager – International, Peter Bull.

    Yenny and Dinh are new to the team and next month Dinh will be in New Zealand for the first time. During her stay in New Zealand, from 10–18 October, Dinh is hoping to gain as much understanding of New Zealand education as possible and would very much like to meet education providers and visit schools and other education institutions

    If you would like to meet Dinh and show her what New Zealand can offer Vietnamese students, or discuss your plans for market development in Viet Nam, please email Sarah Gauthier: sarah.gauthier@enz.govt.nz.  (Note: due to itinerary constraints, we may not be able to honour every request, so please understand if we are unable to visit you – but rest assured that we will do our best!)

  • IEGF success key to Chile market

    Vital English’s success in Chile started in mid-2012 when ENZ staff introduced Vital English to STEP, an institute associated with the University of Santo Tomas that regularly tenders for Chilean Government bids in English for Speakers of Other Languages (ESOL).

    Through this introduction, Vital English was able to identify an opportunity for developing an ESOL product based on an existing Vital English course that would be suitable for upskilling Chilean primary and secondary school teachers.

    Just a few months later, Vital English and STEP were involved in a Chilean Government pilot involving 380 teachers. The pilot saw teachers improve their Test of English for International Communication scores by one or more levels on the Common European Framework of Reference for Languages in three months.

    Given that success, the Chilean Government sought to extend the pilot to a 12 month course in 2013 involving 4000 teachers.

    Vital English was under pressure to rapidly develop new content to meet the needs of this bid and attend a number of meetings with Chilean Government officials. While both STEP and Vital English could recognise the scope of the opportunity, neither party had sufficient resources available to meet these requirements within the required timeframe.

    “Fortunately, the IEGF was announced”, says Adrian. “Winning an IEGF has provided enough of a financial boost to allow Vital English to develop the required content and get to market quickly to maximise the opportunity.

    “The result of being able to respond quickly to the requirements of the Chilean Government has, without question, strengthened our position there and accelerated our ability to grow the market. It has led to Vital English being invited to participate in a further bid for providing ESL to 1000 secondary school students.

    “Vital English is now participating in three different Chilean Government bids worth hundreds of thousands of dollars. More importantly, the lessons learned from the partnerships formed, have opened the door to a new business model that Vital English is well positioned to maximise.”

    For more information on the IEGF, click here.

    About Vital English

    Vital English is a supplier of digital support products for international students throughout the student engagement lifecycle; from helping institutions build awareness in the market to communicating with alumni digitally. Central to the Vital Suite of products is a catalogue of online and blended English courses. Vital English supply these products globally working with institutions in New Zealand, Canada, Australia, South East Asia and the Americas.

    Vital English is happy to share more feedback from lessons learned in Chile. Please contact Adrian Sallis for more information. adrian.sallis@vitalenglish.com

  • School campaign hits a million

    This is a strong result for a campaign that was designed to build awareness of New Zealand’s education brand in these markets. To ensure that the messages reached the right audience the campaign specifically targeted parents via online keyword searches who are thinking of sending their children overseas for high school education. Through short video clips, students shared what it’s like to study and live in New Zealand; parents shared what it’s like to send their child here; and international support staff at New Zealand schools talked about how they support their international students during their studies.

    After watching the videos parents could read further information and follow a link to find their closest local New Zealand Specialist Agent (NZSA). They could also choose to download a PDF of the key information and a list of their local agents.

    The campaign focuses on marketing ‘more than a world class education’ by showcasing to potential students and their parents that you get more from a New Zealand education: a better learning experience, greater lifestyle opportunities and the foundations for a promising future and career.

    The school campaign has now finished but ENZ is using the landing pages for ongoing specific search engine queries from these audiences.

  • New Zealand Story launched

    An initiative to help Kiwi organisations gain competitive advantage by building a strong, consistent profile for New Zealand in international markets.

    The New Zealand Story - which you can watch online here - was produced to broaden the perception of New Zealand internationally, beyond the scenic beauty of the country to include attributes like our innovation and resourcefulness, our unique Māori culture, our integrity and our welcoming, friendly approach.

    Education is a strong part of the story, particularly in its third chapter ‘Our Open Minds’, which illustrates New Zealanders ingenuity and problem-solving skills by sharing examples from tutorials, research labs and small-to-medium businesses around the country.

    The New Zealand Story reflects attributes and values shaped by New Zealand’s place in the world, and highlights the welcoming nature, integrity and resourcefulness of New Zealanders.

    It was developed by Tourism New Zealand, New Zealand Trade and Enterprise and Education New Zealand, in close consultation with public and private sector stakeholders including those working in international education.

    Read the full media release here or visit www.newzealand.com.

  • ENZ welcomes new Business Development Manager

    He will work with private training establishments in Auckland and throughout New Zealand.

    Henry, who most recently worked for New Zealand Trade and Enterprise in brand management and international marketing roles, will be based in Auckland. 

    A graduate of Otago University in New Zealand, Henry studied Tourism Marketing and spent a number of years working offshore in business roles based in Japan, the United Kingdom and the Netherlands. Since returning to New Zealand in 2003, Henry has delivered marketing strategies and campaigns for brands in New Zealand including Air New Zealand Holidays and Westpac New Zealand.

    “I’m delighted to welcome Henry to the team,” says General Manager Business Development Clive Jones.

    “His passion and purpose lies in helping New Zealand organisations win on the world stage, and I’m confident this enthusiasm and energy will make a real difference to one of the most important sectors in New Zealand’s international education industry.”

    Henry begins his role on 18 November. 

  • Growth Fund applications open

    The IEGF aims to support innovative projects that go beyond ‘business as usual’ – for instance this funding can help accelerate your market expansion plans, develop offshore partnerships or build a new product or channel to market. 

    There has been some fine-tuning of criteria and the selection process, based on feedback from earlier rounds. ENZ Business Development Manager, Adele Bryant, says the new form is designed to guide applicants easily through the process, and in particular help you explain how a project will meet key selection criteria -- including level of innovation, expected commercial return, scalability, value for money and extent of collaboration both on and offshore. 

    Success so far

    Since the fund was piloted in April 2013, 41 projects and 31 institutions and education exporters have received ‘matched project funding’ of between $10,000 and $50,000.  

    Some good results have been achieved already from projects funded in that first April 2013 round.   Wellington-based company Software Education has launched five new courses in Singapore and signed six new partnerships with US organisations, while Kiwa Digital, of Auckland, has used its funding to close international contracts valued at $386,000.

    Victoria University of Wellington used IEGF funding to develop a niche marketing campaign for its high value, postgraduate law programme in Germany and Southeast Asia. The university says without IEGF funding it would have taken longer for the university to gain the market penetration it wanted in Singapore, Thailand and Germany.  The results are an 18% increase in offers of places over 2013 and new relationships with institutions that will help feed the student pipeline into the future.

    Online Education, a start-up company based in Hamilton has developed Code Avengers to teach computer programming.  The product can be used in classroom settings around the world as well as in the potentially huge US home school market.  While still in the development phase the company has used its IEGF funds to “accelerate the speed of many tasks from promotion to IP protection to product development”.  While revenue is small it is growing quickly with an 800% increase over the last year, of which some 80% comes from export sales. The company is now having the product translated into Spanish and Dutch and is in negotiation with overseas distributors as it moves quickly to capitalise on its improved international profile. 

  • International education top priority – Tertiary Education Strategy 2014-19

    Speaking at the Tertiary Education Strategy launch at the Higher Education Summit in Auckland, Mr Joyce said the new Strategy is about achieving faster progress with some of the key challenges facing New Zealand learners in the 21st century.

    “Our tertiary education sector must continue to adapt and change to provide the skills and qualifications New Zealanders will need to contribute in the labour market in innovative and competitive ways,” Mr Joyce said.

    The Tertiary Education Strategy 2014-19 sets out six strategic priorities designed to encourage a more adaptable outward-facing New Zealand tertiary education system that makes the most of strong links with businesses, communities and the world economy. They are:

    • Priority 1: Delivering skills for industry

    • Priority 2: Getting at-risk young people into a career

    • Priority 3: Boosting achievement of Māori and Pasifika

    • Priority 4: Improving adult literacy and numeracy

    • Priority 5: Strengthening research-based institutions

    • Priority 6: Growing international linkages.

    For the full text of Mr Joyce’s speech see the Beehive website. 

    The Strategy is available on the Ministry of Education website. 

  • Growth in the outdoors

    The Outdoor Education New Zealand (ODENZ) cluster has been working since 2002 to develop this niche, and enrolments are rising from northern Europe. 

    ODENZ chief executive Ian Reedy says the participating schools from across the country are united by two things: passion for the outdoors, and awareness that joint marketing efforts are the way to go. 

    ODENZ is growing the international outdoor education business through a concerted multi-year campaign, with support funding from Education New Zealand. The aim is to end up a self-sustaining organisation with a regular ‘in-market’ presence in northern Europe.

    In 2012 there were 184 international students recruited to outdoor ed programmes at participating schools. Figures for Term 1 2014 show an encouraging trend, with 20 percent growth against the same time in 2013. This year they come from Germany, Norway, Switzerland, Austria and Luxembourg.

    The aims for 2014 and 2015 are to increase the number of schools in the cluster, and to increase the numbers of students on the ground – or the water, or high on the rockface…

    ODENZ is one of several clusters supported by Education New Zealand. Others include independent schools, faith schools and regional groupings. Email us for more information about our support for clusters.

    For information on the outdoor cluster, email info@outdoorednz.co.nz or see www.outdooreducation.co.nz.

  • Ministerial visits to Asia shine light on education

    In China, Prime Minister John Key’s trade and diplomacy mission included the delivery of a speech at China Agricultural University in Beijing, and an interview with Hurun Report focused on the high quality of New Zealand education. This monthly publication is a leading luxury magazine in China. 

    Also in Beijing, Food Safety Minister Nikki Kaye attended a Massey University graduation celebration at the New Zealand Embassy. The nine Chinese graduates had completed a unique World Bank-funded "One Health" programme, integrating veterinary and medical specialist topics in a single curriculum as a measure against pandemics. Four graduates completed a Master of Veterinary Medicine (Biosecurity) degree and five completed a Master of Public Health (Biosecurity), in a programme delivered over a year in New Zealand and China.

    International education was a focus of Tertiary Education, Skills and Employment Minister Steven Joyce’s visits to Indonesia and Viet Nam in March. In Indonesia Mr Joyce opened the New Zealand Education Fair in Jakarta, met key Indonesian ministers including the Vice-Minister of Education, and hosted a New Zealand gala dinner with guests from the food, beverage, tourism, education and energy sectors. 

    While in Jakarta, Mr Joyce also witnessed the signing of a Memorandum of Understanding between Auckland UniServices and the Indonesian Geothermal Association to develop specialised geothermal training courses held in New Zealand and Indonesia. This followed his delivery of the keynote speech at the Indonesia New Zealand Renewable Energy Forum. 

    In Viet Nam, Mr Joyce attended a seminar with education agents, and delivered a speech focused on transnational education partnerships at the University of Economics Ho Chi Minh City. 

    In the same month, Malaysia was hosting a New Zealand delegation led by Minister of Maori Affairs Dr Pita Sharples, as special guests for New Zealand Week 2014. This festival, Lima Mata Ikan, in particular celebrated the cultural linkages between New Zealand and Sarawak. The Borneo Post International Education Fair was held in Kuching during this week.

    The announcement of the signing of the MOU between Auckland UniServices and the Indonesian Geothermal Association in Jakarta can be seen on the Beehive website.

    The gala dinner speech in Jakarta given by Minister Steven Joyce is here.

  • Full house fairs

    The fairs in Santiago, Sao Paulo, Rio de Janeiro and Beijing, as well as New Zealand fairs in Surabaya and Jakarta in Indonesia, were all characterised by big crowds, with lots of keen interest shown by prospective students. 

    The prize in the round went to Beijing, where the New Zealand exhibition was awarded ‘best pavilion’ by the organisers of the China International Education Exhibition Tour (CIEET).  CIEET is acknowledged as China’s most influential international education fair ¬– the October 2013 tour attracted 443 education institutions from 32 countries, and over 40,000 visitors. Numbers were high again this year: on day one of the Beijing event, Education New Zealand staff handed out 1200 brochures. 

    We applied a bit of ‘Think New’ to our fair programme in Latin America this year. Innovations introduced in Chile included partnering with a reputable local education media/expo company to run a New Zealand only fair, which produced real improvements in the number and quality of student attendees. This bodes well for the coming fair in Bogota, Colombia. In Brazil we attended the FPP Edu-Expo commercial fairs in Sao Paulo and Rio de Janeiro and the New Zealand pavilion at both fairs was really popular.

    Another innovation was to host a live feed from two Brazilian bloggers currently studying in Dunedin (between them this pair have an online following of several million). The sessions with Caio Komatsu and Luana Mazotti at the New Zealand stand ¬in Sao Paulo attracted a lot of attention, with the second sitting extended from 30 minutes to an hour to accommodate all the questions from students at the booth.  

    In Indonesia, the New Zealand Education Fair in Jakarta was opened by the Minister of Tertiary Education, Skills and Employment Steven Joyce. The official launch, accompanied by a cultural performance by Te Puia, was well attended by over 20 media organisations, including national and cable television.

    A new aspect of the Jakarta fair was an alumnus presentation, by a graduate of Takapuna Grammar School and Auckland University. Vikra Ijas held a large audience in thrall with a humorous presentation on ‘The seven hardest things about living in New Zealand for Indonesian students’. With a closing endorsement “Life is about choices, I made the right one” it was a high value addition to the fair programme, the organisers believe.  

    Student numbers were high in Jakarta and in the fair in Surabaya the day before, with lots of the attending institutions commenting on the increased numbers of high quality prospective students, and greater awareness of New Zealand as a preferred study destination. 

    Next up: 

    March closes with events in Kuching, Malaysia (where New Zealand Week festivities are keeping Kiwis in the spotlight in lots of ways), and Shanghai and Guangzhou, China. In April, the fair round kicks off in India and in the Gulf states.

    Hyderabad fair advisory

    If you’re interested in The Hindu Education Plus fair in Hyderabad on 27 April, please get in touch with the organisers directly. Due to space restrictions we will run only a standalone ENZ booth. If you want to participate please contact event organisers directly: www.thehindu.com/features/education/article5339215.ece.
     

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