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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.
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Insights from China
Session One: It’s all about the relationship: that’s the main message to emerge from a panel discussion between education providers that have partnered with institutions in China.
Professor Alister Jones is Senior Deputy Vice-Chancellor of the University of Waikato, which has a joint institute to fully deliver its degrees at Zhejiang University City College in Hangzhou.
“It can take 15 to 25 years to create those relationships so it’s important to maintain your China team,” says Alister.
Steve Burt, Director of International Education at Kāpiti College, says his school began developing its ties with schools in China by working with a Chinese education bureau eight years ago.
For the Eastern Institute of Technology (EIT), developing relationships with organisations in China’s provinces help it diversify and build on its strengths in viticulture and wine.
Fred Koenders, EIT’s Executive Dean for Commerce and Technology, says China is looking to increase its capabilities in vocational education.
Tips for forming partnerships
The panel’s tips for partnering with institutions in China include:
- Do your research.
- Be prepared to invest time and money into developing the relationship.
- There is no substitute for face-to-face communication.
- It’s critical to have a fluent Chinese speaker on your team.
- Your Chinese partners may become friends for life.
Session Two: Digital marketing in China
China has a unique and challenging digital landscape. So how can New Zealand’s education sector use digital marketing to effectively promote themselves in China?
Euan Howden, ENZ’s Director of Marketing Platforms and Campaigns, and Jordi Du, New Zealand General Manager of digital agency UMS, shared their insights into China’s social media landscape at NZIEC.
Is WeChat enough?
Jordi advises education providers adopt an omni-channel approach to digital marketing in China, rather than relying on WeChat.
He says it’s important to look beyond WeChat because:
- There are barriers to registering a WeChat official account.
- It can be expensive to invest in content, media and campaigns.
- It’s difficult to measure conversion.
- WeChat isn’t the right channel to target Generation Z (born from the mid-1990s to early 2000s) or possibly Generation Y (born from 1980 to 1994).
ENZ’s approach
Western websites and social media platforms have issues with accessibility, performance and loading speed in China, so ENZ has created bespoke digital technology to share the New Zealand education story with Chinese students.
We have multiple touchpoints with our Chinese audience, including an official WeChat account, a China-hosted version of our Study in New Zealand website, email, online media and a WeChat mini program to encourage students to use our My StudyNZ tool to connect with New Zealand education providers.
Creating a content strategy
When it comes to content strategy, Euan says some things are the same in China as they would be anywhere else.
“People want relevant content, in the right place, that resonates with them and makes them want to learn more.”
He advises using your own sources, such as current students, alumni, parents and agents, to create and share content across channels and tools.
Euan also suggests:
- Choosing the right platform by understanding where your target audience is.
- Developing carefully targeted content in the best possible format.
- Aligning with ENZ’s campaigns for better brand recall.
- Exploring and making use of key opinion leaders (KOLs) in China.
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Global initiatives show the benefits of collaboration
New Zealand Ambassador to Thailand, Taha Macpherson, at the opening of the AUT/RMUTT Thai-New Zealand Centre.
Auckland University of Technology (AUT) is celebrating two new transnational educational initiatives.
Designed to share New Zealand’s unique education offering with the world, these new projects are the result of years of relationship-building.
AUT joined with Thailand’s prestigious Rajamangala University of Technology Thanyaburi (RMUTT) to open the AUT/RMUTT Thai-New Zealand Centre earlier this month.
Based at RMUTT’s Bangkok campus, the centre is dedicated to English language learning – for students, entrepreneurs and the general public. Eventually, this will enable more Thai students to study at English-speaking providers overseas.
Secondly, in early August, AUT became the first New Zealand university to sign a Memorandum of Understanding (MOU) with the Tokyo Metropolitan Board of Education. This makes AUT the official institutional partner for the board’s new learning platform to promote inquiry-based learning to both students and teachers.
ENZ General Manager International, Lisa Futschek, describes these collaborative efforts as “significant milestones”.
“Transnational education initiatives like these ones not only raise the profile of New Zealand education overseas, but are crucial steps in New Zealand’s internationalisation journey,” she says.
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Refresh of ENZ Recognised Agency programme
The ENZ Recognised Agency is a programme focused on identifying and engaging with proven, committed and ethical education agencies. It was re-launched in late 2018.
ENZ is dedicated to increasing engagement with quality education agencies that have demonstrated a long-term commitment to promoting New Zealand as an international study destination and are successfully placing students at New Zealand education providers.
The Recognised Agency programme intends to allow ENZ to better, and more regularly, interact with high-quality education agents. While it is not a regulatory programme, it is anticipated that education providers and prospective students will have a higher level of confidence in the quality, expertise and commitment of a Recognised Agency.
Recognised Agencies are able to display the above logo.
Go to our StudyinNewZealand website to view the refreshed list. For queries regarding education agents, please email: agenthelp@enz.govt.nz.
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Message from the Secretary of Education
Tēnā koutou
You will have seen that the Prime Minister has made an announcement this afternoon. It includes the following information concerning all foreign nationals travelling from, or transiting through mainland China:
“The Government is placing temporary entry restrictions into New Zealand on all foreign nationals travelling from, or transiting through mainland China to assist with the containment of the novel coronavirus and to protect New Zealand and the Pacific Islands from the disease.
This will take effect from tomorrow and will be in place for up to 14 days. This position will be reviewed every 48 hours.
Any foreign travellers who leave or transit through mainland China after 2 February 2020 (NZ time) will be refused entry to New Zealand.
Any foreign travellers in transit to New Zealand on 2 February 2020 will be subject to enhanced screening on arrival but, pending clearance, will be granted entry to New Zealand.
New Zealand citizens and permanent residents returning to New Zealand will still be able to enter, as will their immediate family members, but will be required to self-isolate for 14 days on arrival back in the country.
The Ministry of Foreign Affairs and Trade has also raised its travel advice to New Zealanders for all of mainland China to “Do not travel”, the highest level."
The Ministry of Education, TEC, and NZQA are working together and we will provide you with information over the next couple of days regarding the Government’s announcement. In the meantime please contact TEC, NZQA or the Ministry of Education with any questions or concerns. We will keep our websites updated.
Please continue to refer to the Ministry of Health website for health advice and the latest information:
Novel coronavirus (2019-nCoV) guidance – Ministry of Health
Everyone's health and wellbeing, including international students’, is important to us. While there are no confirmed or suspected cases in New Zealand at the moment, the Ministry of Health continues to encourage a precautionary approach and a focus on good hygiene. Please err on the side of caution and be alert, not alarmed.
Thank you for your recent work and support helping our students, parents, staff and providers on this issue, I appreciate the complexity that the current situation causes. I know you all have the interests of our children and students as your priority.
Nāku noa, nā
Iona Holsted
Secretary for Education
