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New campaign focuses on new paths
The integrated global campaign aims to engage ENZ’s existing audiences across our database and social media channels, and to raise brand awareness with new audiences, particularly reaching those who are actively seeking out information about studying in New Zealand.
Kaylee Butters, ENZ’s Director, Brand & Design, says New Futures Need New Paths builds on the messaging introduced in the 2018 Future Proof campaigns, while aligning with ENZ’s refreshed Think New brand strategy, which will be launched later this year.
“Our overarching campaign message is that a New Zealand education provides students with the skills required to excel in their future careers and create a positive impact in their world,” said Kaylee.
The campaign draws on New Zealand’s strengths in educating students for the Future.
In both 2017 and 2018, New Zealand has been ranked among the top three countries in the world in the Economist Intelligence Unit’s Educating for the Future Index.
“Our teaching style and learning environment, alongside our unique cultural values, make us the perfect destination for students who think differently and wish to forge their own paths,” said Kaylee.
The 2018 World Economic Forum Future of Jobs Report highlights analytical thinking and innovation, active learning and learning strategies, creativity, originality and initiative as some of the top skills that will be in demand in the near future.
To support the campaign, ENZ is creating three compelling hero videos that speak to the campaign theme, featuring three international PhD students with visions of a more sustainable future. Conducting research in the fields of marine biology, conservation and renewable energy, their paths have all brought them to New Zealand because of the unique opportunities they have here that will help them pursue their goals.
“We encourage education providers to use the campaign assets and key campaign messages/themes in your marketing activity,” said Kaylee.
Videos, images and infographics as well as tips on how to leverage this campaign will feature on The Brand Lab for New Zealand education providers and ENZ Recognised Agencies to use in marketing activity, including on websites, social media and at events.
For more information about the campaign click here.
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New Futures Need New Paths
New Futures Need New Paths launches on 15 April and runs for eight weeks.
This campaign builds on the messaging introduced in the 2018 Future Proof campaigns while moving towards the updated positioning of ENZ’s Think New brand, which is to be launched later this year.
We encourage New Zealand education providers and ENZ Recognised Agencies to leverage ENZ’s digital activity by utilising the campaign assets and key campaign messages/themes in your marketing activity. Campaign assets will be made available to download on The Brand Lab.
Campaign strategy
The overarching campaign message of New Futures Need New Paths is that a New Zealand education provides students with the skills required to excel in their future careers and create a positive impact in their world.
New Zealand attracts students who think differently, and we expect that this campaign story will resonate with these free-thinkers. Our teaching style and learning environment, alongside our unique cultural values, make us the perfect destination for students who wish to forge their own paths.
The campaign will go beyond an introduction to New Zealand as an education destination and will focus on telling a richer, more emotionally engaging story.
The campaign will focus on three strategic objectives:
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Target new audiences with the Think New brand messaging through the campaign story, to raise brand awareness globally.
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Engage with 'high intent' audiences who are already actively seeking out information about studying in New Zealand.
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Engage with ENZ’s existing prospective student audiences in our social media and database channels, inspiring them to take action and choose New Zealand.
Campaign messaging
The three key messages underpinning the campaign story and campaign content are:
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New Zealand excels at teaching skills required for the future: Skills such as creative thinking, problem-solving and collaboration have been identified as key to future success.
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New Zealand provides hands-on learning in an unlimited learning environment: Our teaching style is self-directed, interactive and connected both in and out of the classroom.
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New Zealand welcomes students who think differently: Our teaching style and learning environment, alongside our unique cultural values, make us the perfect destination for students who wish to forge their own, better paths.
Campaign content
ENZ is creating compelling content pieces that speak to the campaign theme and showcase New Zealand’s education strengths in helping students forge their own paths and prepare for the future.
Our three “hero” campaign videos feature international students all working towards their vision of a better future:
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Alexandra Lischka | Germany | AUT
Alexandra chose New Zealand because of the opportunities to work with internationally respected scientists in her field. Her research in marine biology will help us better understand connections between the marine food chain and human health.
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Enzo Rodriguez-Reyes | Ecuador | Massey University
Enzo worked on the Galapagos Islands for four years and witnessed first-hand what was happening as a result of climate change. That’s what brought him to New Zealand. He sees the country as one of the world leaders in conservation, and a place where he can follow his dream to save a dying species.
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Soheil Mohseni | Iran | Victoria University of Wellington
Soheil feels lucky to have access to all the top expertise and cutting-edge technology to carry out his research in renewable energy. He says he is helping shape a new path for humanity...one he hopes will transition us to a resilient, low-carbon economy, and a healthier planet.
How can New Futures Need New Skills help you?
The above stories as well as additional content assets will be available for education providers and ENZ Recognised Agencies to use in your own marketing.
A variety of content will be available to appeal across sectors and will come in a range of formats including videos, images, infographics and web banners.
These assets, alongside tips on how to leverage this campaign, will shortly be available on The Brand Lab for download.
As the campaign progresses, we will provide more information and updates via enz.govt.nz and E-News.
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New Sino-New Zealand vocational teacher training base opens
The new training base will operate out of the Shaanxi Polytechnic Institute, a key institution partner for New Zealand ITPs and one of the leading vocational education colleges in Western China’s Shaanxi Province.
It follows the first Sino-New Zealand vocational teacher training base launched in Qingdao Technical College late last year.
Adele Bryant, ENZ’s Senior Advisor – China, said it’s a great opportunity to bring New Zealand best practice to more Chinese TVET teachers, particularly in areas such as curriculum design, quality assurance and assessment.
“More Chinese TVET teachers will benefit from the tailor-made training programmes jointly developed by New Zealand and Chinese TVET experts, building on the Train the Trainers Programme that many Chinese vocational teachers have undertaken in New Zealand over the last few years,” said Adele.
An unveiling ceremony was held on 11 May at the Silk Road Education Cooperation Expo in Xi’an, with representatives from the Shaanxi Provincial Government, Department of International Cooperation and Exchange of the Chinese Ministry of Education (MoE) in attendance.
Other attendees included the President of Shaanxi Polytechnic Institute, Director of the Central Institute of Vocational and Technical Education, the Economic Counsellor from New Zealand Embassy Beijing and Tony O’Brien, Sino-New Zealand Project Director of the Model Vocational Education Programme.
The training bases are part of the Model Vocational Education Programme work plan for 2018-2019.
The Chinese government released its National Implementation Plan for Vocational Education Reform in February this year, in which upskilling TVET teachers is a key priority, including through the building of 100 teacher training centres.
Adele says this would open further teacher training opportunities for the New Zealand TVET sector.
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Thailand education expo coming in October
TIECA (Thai International Educational Consultants Association) is Thailand’s only peak body of education agents. It provides quality assurance of more than 70 agent members and ensures high counselling standards for Thai students seeking to study abroad.
The 34th TIECA Study Abroad Expo will run in Bangkok in October, where education providers will meet prospective students and network with TIECA agents for future collaboration.
Jaruwan Pongjaruwat, ENZ’s Programme Manager for Thailand, says the TIECA expo is the best agent-led event in Thailand, making it important to have New Zealand representation.
“Having New Zealand institutions join this event shows New Zealand’s commitment to the Thai market. It’s also a good opportunity for institutions to expand their connections with TIECA agents and interact with students face-to-face – especially in Thailand where agents still play a major role,” says Jaruwan.
“TIECA Expo also runs seminars on the latest insights on the Thai market, providing useful recommendations for institutions to increase enrolments.”
The Expo’s primary focus is high schools, language schools, universities and exchange organisations from New Zealand, Australia, Canada, United Kingdom, the United States and many other countries.
The 2018 Expo had around 400 visitors; 60 percent were school students looking to study abroad, and 45 percent of this group would make a study travel decision within 1-2 years.
New Zealand institutions wanting to attend must download and complete an application form and submit it to manager@tieca.com.
Date: Saturday, 26 October 2019
Venue: The Westin Grande Sukhumvit, Bangkok, Thailand
Exhibit Profile:
First Tier: High schools, language schools and exchange organisations
Second Tier: Universities, technical schools
Visitor Profile: Students, families, professors, teachers
Fees: Single Table $2,145/Table (Early bird rate due Aug 24)
Shared Table $2,789 /Table (Early bird rate due Aug 24)
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Major engagement for ENZ’s latest marketing campaign
ENZ’s first marketing campaign for 2019, New Futures Need New Paths, is focussed on expanding prospective international students’ understanding of New Zealand education and sharpening New Zealand’s brand position.
Because of this, the campaign has been designed to focus on engaging with target audiences, says Patrick Holden, ENZ’s Digital Media Project Manager.
“Already, we’ve had more than 21 million engagements with our digital paid media. This has come from 38.9 million viewers who have seen ENZ’s paid advertisements through a number of ad placements.
“We have seen an increased overall engagement rate of 12.60% compared to 8.43% for the previous Future Proof campaign, which is a great improvement! This is because we have tweaked the style and type of campaign content to that which best engages our student audience, including using new ad placements which uses custom-fit content tailored to different channels.”
The highest engagement has come from Korea, Germany and Japan. In an online website poll, more than 85% of users say they are ‘very likely’ or ‘somewhat likely’ to consider New Zealand as a study destination.
“While engagement is the campaign’s primary objective, we’re also achieving secondary objectives such as attracting new database leads, as a high volume of our audience are also engaging with our campaign landing page to find out more about studying in New Zealand,” said Patrick.
The campaign has been integrated with ENZ’s social audiences too. So far, the engagement has been positive.
A screenshot from the Study in New Zealand Facebook page.
Thank you to all our industry partners for collaborating with us on this campaign, in particular by sourcing talent.
The campaign will run until the end of May.
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Consultation on NCEA offshore delivery
The proposal would close a legislative loophole which allows private schools and tertiary education providers to award NCEA offshore.
Exceptions would be made to allow the continued awarding of NCEA through Te Aho o Te Kura Pounamu for domestic students based offshore, and where government relationships exist to support it (such as in the Cook Islands and Niue). Where tertiary education providers are awarding standards that lead to other qualifications as well as NCEA, they will continue to be able to award standards leading to those other qualifications.
As NCEA has been developed for a New Zealand context, it is not readily transferable internationally. Therefore, awarding NCEA for study done overseas would present difficulties in moderation and quality assurance, which could create risks to the quality and international credibility of NCEA qualifications.
The Ministry would like to hear your views on this proposal.
Click here to download the NCEA Consultation Document.
To have your say, email your submission to legislation.consultation@education.govt.nz
Consultation closes 14 June 2019.
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Around the world in five
UK
Report seeks to measure “Brexit sensitivity” of prospective students
According to the QS International Student Survey 2019, at least 20,000 EU students are ‘at risk’ of choosing a different study destination than the UK.
JAPAN
Foreign graduates get the call to fill gap in retailing, restaurant jobs
Foreign graduates of universities in Japan with a high level of Japanese proficiency will be allowed to work at restaurants and retailers to help alleviate labour shortages.
US
More American students need to study abroad
Higher education leaders almost unanimously express support for study abroad. However, it has too often been an enrichment for privileged students than a basic educational experience available to a range of students.
CHINA
Mapping a fast-changing agent market
Research into the China agent market reveals a fast-changing fragmented landscape, which requires education providers to strategise their agent partnership efforts for maximum benefit.
EUROPE
Erasmus+ helps universities to become more innovative
Erasmus+, the European Union’s student and staff study and exchange programme, makes students more successful in their personal and professional lives and helps universities to become more innovative, according to two independent studies.
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Chinese and Korean education agents visit New Zealand
The famil visit focused on promoting schools in Canterbury and Southland.
ENZ’s Marketing Development Manager – China, Jane Liu, said the famil was successful in developing the agents’ understanding of the study offerings in these South Island regions.
“The agents came away better informed and confident about promoting these regions to students and to their colleagues,” Jane said.
“Most of the agents had never been to New Zealand before. They were strongly impressed by what they saw and experienced. Throughout the trip, they identified key marketing messages for the schools, towns and cities they visited and used social media to share their experiences.”
ENZ’s International Market Manager, Ross Fisher, said the agents shared valuable feedback after the visit and had already started using marketing collateral and information gathered during the visit for student and parent counselling, education events and staff training in their agencies.
“New Zealand appealed to them for the way in which it offers quality education in an open and welcoming environment. One of the agents even commented how it is a place that helps students ‘calm down and focus on study’,” Ross said.
“It was fantastic to have this feedback and to know that they are feeling a lot more confident about promoting New Zealand schools in China and Korea.”
The importance that New Zealand schools place on teaching and respecting Māori culture made an impression on the Korean agents.
ENZ’s Senior Market Development Manager – Korea, Kay Lee, said one agent was particularly impressed with how Māori culture is woven through the school curriculum.
“He said New Zealanders’ open and inclusive attitude was one of the key reasons to consider studying in New Zealand.”
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Korean students study in New Zealand under English scholarship programme
From mid-July, a group of 150 Korean students will attend intermediate and high schools in the Waikato, Nelson-Marlborough, Manawatu and Canterbury regions over eight weeks as part of a Korea-New Zealand English Scholarship Programme.
The scholarship programme is an outcome of a three-year education cooperation agreement (2016-2018), which is part of the Korea New Zealand Free Trade Agreement (FTA) that was signed in December 2015. Earlier this year, the two governments agreed to extend the programme for one more year to 2019.
Since the scholarship programme’s launch in 2016, 449 Korean students have visited New Zealand. The programme is operated by the Schools International Education Business Association (SIEBA) on ENZ’s behalf.
On 29 June, Korean students attended a pre-departure orientation session in Daejeon, where New Zealand Ambassador to the Republic of Korea, Philip Turner, congratulated the students and gave them an overview of school life in New Zealand.
ENZ’s Senior Market Development Manager – Korea, Kay Lee, said it was fantastic to think that at its conclusion the programme will have supported 599 Korean students to experience life in regional New Zealand.
ENZ’s Business Development Manager, Richard Kyle, said: “The scholarship programme is a great opportunity for Korean students to immerse themselves in a new culture, new language, and new experiences in New Zealand, and equally for Kiwi children to learn about the culture and lives of their Korean classmates.”
During their stay with Kiwi homestay families, the visiting students will be encouraged to share photos, study experiences and visit impressions through a mobile app as part of a Study in New Zealand competition.
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Otago strengthens its engagement with China
The agreement with Nanjing Medical University will see increased engagement between the two institutions in research as well as staff and student mobility, starting with a Nanjing Medical University delegation visiting the University of Otago later this year.
University of Otago, Deputy Vice-Chancellor – External Engagement, Professor Helen Nicholson said Nanjing Medical University was a well-respected and internationally recognised institution.
“We are looking forward to building strong academic, research and mobility links with them, with a focus on pharmacy and the wider health sciences.”
Professor Nicholson and Director International, Jason Cushen, travelled as part of the Dunedin City mayoral delegation to mark the 25th anniversary of Dunedin’s sister city relationship with Shanghai, as well as to hold alumni events in Shanghai and Beijing to celebrate the university’s 150th anniversary.
The Shanghai visit involved the University of Otago and Dunedin City in a number of events including a meeting with the Mayor of Shanghai on 15 July, a formal Shanghai City welcome banquet, and meetings with key education institution partners including Fudan University, Shanghai Jiao Tong University and the University of Shanghai.
“We marked these important milestones and honoured our sister-city relationship with a number of events held in conjunction with the mayoral delegation. The strong relationship between the University of Otago and the City of Dunedin is an important factor in the University’s engagement with Shanghai and greater China,” said Professor Nicholson.
