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• US students: Adventurers and Future Makers

  When talking to American students, Lewis found that most held positive views of New Zealand, but lacked any specific details of what study in New Zealand involved. It got him thinking about the four international student personas and, for the most part, Lewis said US study abroad students fall into two categories – Adventurers and Future Makers.

  

  The Adventurer persona

  “Adventurers are students who see study abroad as an opportunity to experience new things and places, and to have fun while learning more about themselves,” explained Lewis.

  “Most of my time with these students was spent mapping out the closest mountains to their university of choice, or explaining how to road trip around the country.“Adventurers are students who see study abroad as an opportunity to experience new things and places, and to have fun while learning more about themselves,” explained Lewis.

  “They’re an easy sell for New Zealand but there were a number of other students who weren’t as convinced.”

  Lewis believes this second group of students are in the Future Maker category. For them, career outcomes are top of mind, and education is seen as the road to get there. Lewis said these students were concerned that New Zealand’s appeal to thrill-seekers meant that the academic components wouldn’t be up to standard.

  “For these students, study abroad is a serious opportunity. Beautiful pictures of Fiordland aren’t enough – they need cold, hard facts of New Zealand’s high quality education.

  

  The Future Maker persona

  “Because of the perception of New Zealand as a place for outdoor adventure, many students were surprised to hear that they could study subjects like mechanical engineering, IT or physiotherapy in New Zealand, and that all universities ranked in the top 3% in the world.

  “They also had many enquiries about internship opportunities and programmes that combine study and work experience.”

  Lewis also saw that alumni play a  powerful role in this market.

  "At one fair, alumni from the University of Southern California were key in piquing the interest of their fellow students, sharing that their courses in New Zealand were cross-credited, and that the Tongariro crossing was just as beautiful as the pictures.

  “That’s the balance needed – students who are able to attest to both the academic rigour of courses in New Zealand and the adventure opportunities.”

• Students flocking to Study in New Zealand website

  SiNZ is now the top-ranking site in Google results for people in the UK, US, India, Thailand and Viet Nam when they search ‘studying in New Zealand’. It also ranks highly for ‘cost of living New Zealand’ and ‘universities in New Zealand’.

  From December 2016 to January 2017, organic (unpaid) traffic to SiNZ increased by 24%, which means that the site is easier to find online. The SiNZ pages driving the most organic traffic include Scholarships, Study options and Work while you study.

  Lucia Alarcon, ENZ’s International Digital Project Manager, said SEO (search engine optimisation) is a long-term strategy that helps make the site increasingly easy to find online.

  "Having a SEO strategy helps to drive the right traffic to studyinnewzealand.govt.nz, growing value and conversion opportunities,” said Lucia.

  As a result of this work, the bounce rate (the percentage of visitors who leave the site after seeing only one page) dropped from 15% to 13% between December 2016 and January this year.

  Organic visits from mobile phones have increased 61% since July last year, corresponding with an impressive 70% increase in referral conversions from mobile phones. The site has also had a 44% increase in organic visits from tablet devices since last July.

  These results demonstrate the importance of the site in raising awareness of the benefits of studying in New Zealand and in increasing referrals to institutions.

  Other work contributing to these results includes better use of insights to create more engaging content, and tighter integration of social media channels with SEO, which ensures a more secure website that meets Google’s mobile-friendly criteria.

• Miriama Kamo returns to NZIEC
  

  Miriama Kamo

  “Miriama did such a great job emceeing last year’s conference that we’re delighted to have her return to NZIEC 2017,” says Sam Mackay, ENZ Strategic Projects Manager.

  Miriama is presenter of TVNZ1’s flagship current affairs programme, Sunday, co-presents current affairs programme Marae, is a regular 1NEWS newsreader and is the host on TVNZ1’s new lifestyle programme, Kiwi Living.

  “I learned so much from NZIEC 2016 that I’m coming back for more!” says Miriama.

  “I’m looking forward to seeing everyone again at this year's conference.”

  “Miriama will be joining us for the duration of conference and will bring her considerable interviewing talents to several breakout sessions,” says Sam.

  “I’m sure Miriama will keep our panel participants on their toes!”

  The 26th New Zealand International Education Conference and Expo will be held at the SkyCity Convention Centre in Auckland on 22 and 23 August 2017. Registrations will open in May.

  For more information, check out www.nziec.co.nz and keep an eye out for our e-News updates.

• Event season in Viet Nam

  Two alumni networking events had more than 200 registrations, as well as the participation of Immigration New Zealand (INZ) and New Zealand Aid, who answered queries from students and parents about studying in New Zealand.

  Several seminars were held alongside the fairs to discuss student visas, the New Zealand curriculum and NCEA, and the NZ ASEAN Scholar Awards. The seminars drew significant interest with the rooms full for most of the day.

  Ben Burrowes, ENZ’s Regional Communications & Strategic Relations Manager for South East Asia, said it was fantastic to see so much interest in the seminars.

  “It was clear that the students and parents had already conducted their own research and had come prepared with specific questions on programmes of study and life as a student in New Zealand.”

  The Hanoi agent seminar, held on 17 March, included student visa updates from INZ, followed by education agent training and “speed meetings” between local agents and New Zealand education providers.

  The events were accompanied by a comprehensive public relations programme that resulted in good coverage in Vietnamese media. Some 15 local media members attended a media briefing in Ho Chi Minh City, seizing the opportunity to interview two Vietnamese alumni and Ben.

  The ENZ team also conducted an online chat with vnexpress.net, a top online news website in Viet Nam with over one million views per month. During the two-hour live chat session, questions were put to panel members Ben, Chris Klaassen (Chair of SIEBA), Giang Nguyen (University of Waikato’s SEA Regional Manager), and Lucy Nguyen (SIT’s International Marketing Officer for Vietnam). They answered nearly 60 questions ranging from New Zealand’s quality of education, the transferability of qualifications, the high school system and NCEA. After the live chat, the answers remained on the news site and were syndicated by many other online sources.

  Ben said the number of questions put to the panel was a positive sign.

  “A number of questions asked for comparisons between New Zealand and some of our stronger competitors – a further testament to the growing market awareness of New Zealand,” he said.

  Air New Zealand was among the events’ partners, providing two sets of return tickets to New Zealand at the fairs. 

  

  Ben Burrowes (second from left), Tam Le (second from right) with Vietnamese alumni

  

  Speed meetings at the Hanoi Agent Seminar

• Win the ‘ultimate’ tour of Wellington

  Four prizes are up for grabs, which include return flights and accommodation in Wellington for five nights, a helicopter ride over the city and visits to top education facilities. The winners will also tour Wellington’s famous film locations and studios where movies like Avatar and The Hobbit were created.

  WREDA Education Programme Manager Brook Pannell said agents influence more than half the international students who come to Wellington and the competition is about increasing awareness and knowledge of the region.

  “We’re aiming to pique agents’ interest in Wellington as a study destination and create four new experts for the region.

  “All entrants will be encouraged to sign up for our new quarterly newsletter that contains tips and resources to help them market Wellington schools and institutions to students.”

  To enter, agents need to answer three simple questions about Wellington and propose why they should be picked to win. They must also have current agreements with New Zealand institutions in order to enter.

  Agents can submit their entries on this link.

  The competition closes April 9 and the winners will tour Wellington from 8-12 May 2017.

• Changes to dispute resolution rules

  Set up in July 2016, the Dispute Resolution Scheme (DRS) aims to resolve financial and contractual disputes between international students and their education providers.

  The Ministry of Education (MoE) is now making a technical change to the wording of the rules governing the DRS to make them consistent with the Education Act 1989. The current DRS wording says that the adjudicator’s decision is final when the student claimant has formally accepted it, whereas the Education Act 1989 simply says that the adjudicator’s decision is final.

  From 29 May 2017, the DRS rules will state that the adjudicator’s decision is final. This should prevent potential confusion or unnecessary delay in resolving disputes.

  As is now the case, students who disagree with the outcome of the disputes resolution process can still challenge it in the Disputes Tribunal, through the court system or through any other complaint resolution body.

• Sister schools go from strength to strength

  Tip Sister-school relationships are a great way to connect on a personal level as well as a professional one

  The sister-school agreement was officially signed back in 2015, and since then, the schools have alternated sending a cohort of students and staff to each campus.

  Representatives from Chaotian Elementary School, including principal Kong Hong, visited New Zealand for the first time in 2016. During their visit to Owairoa Primary School, they discussed and compared educational philosophies, school management issues, teaching strategies, curriculum and cultural differences, as well as potential synergies and future co-operation between the schools.

  Last month was Owairoa Primary School’s turn to travel to Guangzhou to share ideas with the principal and Board of Trustee members at Chaotian School. The Chaotian students were on hand to present musical numbers, martial arts, stories and art works for their guests – as well as drone acrobatics.

  Principal of Owairoa Primary School, Alan McIntyre, said the Chaotian students were proud to perform for the Kiwi visitors, and were looking forward to having their turn to go abroad again.

  “The Chaotian students couldn't contain themselves about the prospect of visiting us in New Zealand later this year – they were so excited.”

  The visit also gave Alan an opportunity to try out principal Kong’s office chair for size, and the two talked about the possibility of a school principal exchange in future.

  As part of the ongoing relationship, negotiations are currently underway to set up an Owairoa classroom at Chaotian school, and a Chaotian classroom at Owairoa school. 

  

  L-R: English Teacher/International Co-ordinator Sherry Xie, Principal Alan McIntyre, Principal Kong and Felix Ye, ENZ Education Manager Southern-Western China & Hong Kong.

  However, Alan said the key to a strong sister-school dynamic is finding lighter moments in each visit to humanise their relationship.

  “In New Zealand, we refer to a person by their first name and then surname, so in China where the names are reversed, we were addressing Principal Kong Hong as Principal Hong Kong!

  “This cultural difference allowed us the cheeky opportunity to present her with a Miss Hong Kong sash and crown. The hilarity of the moment really helped cement our schools’ friendship and did so much for China–New Zealand relations,” said Alan.

• General election comes to NZIEC 2017

  Hon Paul Goldsmith, Minister for Tertiary Education, Skills and Employment, and Chris Hipkins, Labour Party Spokesperson for Education, will outline their respective party’s vision for the future of our industry.

  Both politicians will speak to the theme of ‘The future of New Zealand’s international education industry’. After their speeches, conference delegates will have an opportunity to ask them questions.

  Hon Paul Goldsmith is List Member of Parliament for Epsom. In 2016, Mr Goldsmith was appointed Minister for Tertiary Education, Skills and Employment, Minister of Science and Innovation and Minister for Regulatory Reform.

  Chris Hipkins is Member of Parliament for Rimutaka. Ranked number six in the Labour Shadow Cabinet, Mr Hipkins is the party’s Spokesperson for Education (including Tertiary and Early Childhood Education) and Shadow Leader of the House of Representatives.

  With the election fast approaching, and with immigration and student visa numbers in media headlines, what do New Zealand’s two main political parties have in store for our industry?

  Find out at NZIEC 2017. With tickets selling quickly, be sure to secure your place today at www.nziec.co.nz. 

• ENZ wins gold

  ENZ took home Gold at PR Week Asia in the category of South Asia PR campaign of the year – the most prestigious PR category that evaluates a campaign’s overall impact and success.

  'From Volume to Value' aimed to enhance New Zealand’s education brand position in the Indian student market, to attract more high-quality students from south India as well as more students overall wanting to study at level seven and above, particularly at graduate and postgraduate level. The campaign supported a 20 percent increase in university enrolments from India, and saw New Zealand move up in preference ranking from seven to three as a study destination for Indian students.

  ENZ was nominated alongside Marico Ltd, Star India Pvt. Ltd., The Coca-Cola Company and Team Indus.

  John Laxon, ENZ Regional Director – South, South East Asia & the Middle East is delighted with the win.

  “It's a big achievement, going up against Coke, Star India and Team Indus to win ENZ's first gold in the South Asia PR Campaign of the year. To give a sense of the calibre of the entrants other category winners included AirBnB, Panasonic, SAP, Huawei, Ford and the World Wildlife Fund.”

  “The award is a testament of the hard work and passion put in by the entire team to deliver a high-impact campaign, and to the support and commitment from our New Zealand education industry partners.

  "We’d like to thank all of the New Zealand education providers who have invested in attracting high-quality students from the Indian market, and look forward to further strengthening New Zealand’s reputation as a positive learning destination for international students.”

  You can find the complete list of winners here. 

• Kiwi hospitality in Los Angeles

  Held at the Unique Space in downtown Los Angeles, the New Zealand networking function welcomed guests including education agents, providers, partner institutions, clients and friends of New Zealand from around the world.

  Guests had the chance to meet high profile Kiwis in person, including Sir Richard Taylor and violinist Elena who mixed in with the crowd.

  Attendees were even treated to a ‘taste of New Zealand’ with venison, lamb, salmon, fresh mussels and tuatuas prepared by Gwithyen Thomas, a New Zealand-born chef who owns Aroha, a New Zealand-themed restaurant in Los Angeles.

  One of the most popular areas at the function was the green screen photo booth, where guests had fun posing with New Zealand-themed props.

  Inde Chandra, International Partnerships Advisor at Wintec, said the annual New Zealand reception continues to be a NAFSA highlight.

  “New Zealand is renowned for its networking functions at NAFSA. It’s an opportunity for our education institutions to provide hospitality with a distinctly ‘kiwi flavour’ to valued partners and clients from around the world,” said Inde.

  “We find quirky spaces, provide great New Zealand food, wine and beer, and there’s a lot of engaging conversation as a result!”

  

  The New Zealand reception welcomed some 300 guests.

  

  Guests posing at the photo booth