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11 million engagements across channels
Patrick Holden, ENZ’s Digital Media Project Manager, said this makes it ENZ's single largest marketing campaign yet.
“We are really pleased with how ENZ’s ‘Future Proof’ campaign has been tracking since its launch on 19 March,” he said.
New Zealand was ranked the #1 country in the world for educating students for the future, according to a report by The Economist Intelligence Unit (EIU) released late last year.
On 19 March, ENZ launched an eight-week global campaign to promote the ranking and encourage international students to sign-up to ENZ’s database marketing programme.
The first ‘dream’ phase of the campaign focused on awareness.
“We reached over 30 million people and have had 11,757,000 engagements across our digital and social ecosystem.
“This is the largest qualified audience ENZ has ever achieved in a single campaign.”
The second phase of the campaign started on 1 April and is focussed on converting the audience into enquiries to institutions. Ten days in, 11,600 referrals have been made.
The ‘Future proof’ campaign integrates ENZ’s social communities and digital channels via ENZ’s student attraction engine and is the first campaign integrated with the database marketing platform.
The third ‘decide’ phase will introduce the My StudyNZ member centre tool for which we received excellent feedback from the pilot prospective student group.
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More Vietnamese students to study in Wellington
WREDA’s Study Wellington has signed an MOU with an English language school, Apollo English Vietnam, a language school with 30 locations across Vietnam.
A major component of the partnership is that most students who pass English language studies at Apollo Vietnam will be recognised as meeting English language requirements for entry into affiliated Wellington high schools.
WREDA’s Brook Pannell says the partnership with Apollo Vietnam will pay dividends.
“Apollo Vietnam is a quality provider and represents a large channel of potential students. They have educated around 500,000 students since 1995 and many of those students have a desire to apply their knowledge in a safe, English-speaking environment like Wellington.
“The company is so confident about the quality of their teaching that if a student doesn’t pass their language test, they can retake the course for free. This gives us confidence that more Vietnamese secondary school-age students will come to Wellington to study, bringing with them significant economic and cultural benefits.”
Mr Pannell said international education currently delivers approximately $230 million in foreign exchange earnings to Wellington region, with latest data showing 5 percent growth (275 students) in total student visas for the year ending 2017.
The MOU was made possible through education consultancy Lightpath Consulting, recently established by former New Zealand Ambassador to Vietnam, Haike Manning, as well as NZiFocus and Education New Zealand.
A virtual classroom simulation at the ENZ Education Fair in Hanoi for students considering New Zealand as an education destination
ENZ’s Regional Director South, South East Asia & the Middle East, John Laxon, said: “This partnership is a great example of how in-market partnerships can grow awareness of New Zealand as an education destination. The partnership will provide a trusted local endorsement of New Zealand to students that are more likely to study abroad.”
The MoU was signed at the ENZ Education Fair in Hanoi on 8 April, which also included a virtual classroom simulation for students considering New Zealand as an education destination.
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My StudyNZ connects students to institutions
My StudyNZ, an online members’ centre on the Study in New Zealand website, enables students to match with the courses and institutions that best suit them. It is designed for students who are not yet sure what to study and need recommendations.
Lucia Alarcon, ENZ’s International Digital Programme Manager, said students on the database have been invited to join My StudyNZ, where they’ll be able to create a profile, review personalised study recommendations, shortlist matches and track their progress towards applying for courses and visas.
“We had very positive feedback when we tested the tool with students – 76% of the students we surveyed found it either easy to use or very easy to use!” said Lucia.
“My StudyNZ uses a sophisticated algorithm to match students’ preferences with the information in institutions’ profiles on our admin platform. Institutions then receive a ‘priority enquiry’ email for each student they’re matched with.”
Click here to see an example of a priority enquiry email (please note the details in the email are just for example purposes).
My StudyNZ will continue to evolve and improve with user feedback and the quality of information entered into institution profiles. No institutions are excluded from the matches. If you are from an education institution and would like to make sure you’re getting the most out of My StudyNZ, please check to see that you have an updated profile in Study in New Zealand, or contact us to find out more: info@studyinnewzealand.govt.nz
My StudyNZ showcases the latest best practices in database marketing, and is part of ENZ’s increasing use of digital innovation to give students all the help they need to make the decision to study in New Zealand.
ENZ is using digital tools such as My StudyNZ to:
- make iteasier for students to find the right courses
- gain a deeper understanding of prospective students
- motivate students to choose New Zealand over other countries
- reduce costs for institutions by referring higher-quality students.
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Changes to online agent training programme
Dan Smidt, ENZ’s Manager – Agents says the upgrade is long overdue and will make the programme more tailored to agents.
“The current online agent training programme has operated largely unaltered since 2013, and there have been considerable changes in technology and learning styles since then that mean the programme is not as effective as it could be,” says Dan.
“The programme will be re-designed from the agent perspective and have a range of tools, resources and training material that will assist agents in promoting New Zealand as an international education destination.
“Industry stakeholders will also have an opportunity to create learning modules when the new programme is launched.”
The new online agent training programme is intended to re-launch in November 2018.
In order to facilitate the build of the new programme, the current programme will become unavailable near the end of June.
We encourage all agents who have started the training to complete it as soon as possible. Click here to log in.
For further assistance, or any questions, please email agenthelp@enz.govt.nz.
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Thailand fair 2018 is on the horizon
TIECA (Thai International Educational Consultants Association) is Thailand’s peak body of education agents with more than 70 members. In November, it will run the 33rd TIECA Study Abroad Expo.
Jaruwan Pongjaruwat, ENZ’s Programme Manager for Thailand, said as the biggest fair led by agents in Thailand, the expo is a key event for all institutions interested in meeting Thai students and networking with member agencies.
“TIECA has a very good connection with the Thai school network, and teachers are a big influence on bringing their students to the TIECA expo every year,” she said.
“It is important to have New Zealand institutions joining this event to show New Zealand’s commitment to the Thai market.
“It’s also a good opportunity for institutions to expand their connections with TIECA agents and to interact with students face-to-face.”
The expo will include seminars about education systems in different countries and will focus on high schools, language schools and exchange organizations from New Zealand, Australia, Canada, UK, US and other countries.
The 2017 expo had more than 700 visitors; 60 percent were school students looking to study abroad while the remainder were looking for language schools and tertiary education.
New Zealand institutions interested in the event must download and complete an application form and submit it to manager@tieca.com.
Date:
Saturday 3 November 2018
Venue:
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 $1,895/Table (early bird rate due Aug 31)
Shared Table $2,365/Table (early bird rate due Aug 31)
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Europe agent promotion fund winners
Four creative and innovative projects from agents across Europe were selected for ENZ Europe’s 2018 Agent Promotion Fund.
Content: Olga Elli, ENZ’s Education Marketing Manager – Europe, said the fund of 2,500 EUR supports creative and innovative projects that promote New Zealand as a world-leading study destination.
“We received a number of really exciting proposals from agents across Germany, Italy, Spain and France,” said Olga.
“While only four agents were awarded funding to implement their ideas, it’s encouraging to see the enthusiasm and creativity in this market from agents eager to send students to New Zealand for an excellent education experience.”
The winners of the 2018 Agent Promotion Fund are:
This agent will use funding to support the Kiwi-Cup Hockey Tournament in Hamburg in June, which more than 300 students aged 11-14 years old attend. Hausch & Partner believe that education and sports have always been a winning combination, and that this tournament is a great opportunity to promote New Zealand to these students.
This agent will implement a digital promotion package via Facebook, LinkedIn and a New Zealand blog. As a new agent promoting New Zealand, they have found that online campaigns offer some of the best results and conversions in the Italian market.
This agent will implement a digital promotion campaign in France through social media channels, newsletters and alumni stories. They plan to use ENZ key messages to promote the significant benefits that students can gain from studying in the New Zealand education system.
Under the title “Please don’t disturb – I’m already in New Zealand!”, this virtual reality project will introduce VR headsets to their stands at the 45 international education fairs they attend in Germany each year.
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Mortal Engines trailer showcases Kiwi creativity
ENZ and the New Zealand Film Commission partnered with Universal Pictures, MRC and Hungry City Limited on the Mortal Engines promotion – recognising the benefits the production will bring to New Zealand including promotion of education.
Kristen Meads, ENZ’s Director Student Engagement, says the film showcases New Zealand’s education strengths in the creative arts which offer graduates global career opportunities.
“Production of this film took place entirely in New Zealand – not for our scenic landscapes but for our world class professionals in the creative industries sector. Some 98% of the crew were New Zealanders!“For international students interested in these fields, this shows New Zealand is a modern and creative country that offers world-leading and practical, creative arts education.”
Kristen says a marketing plan is taking shape to share the stories of recent graduates and industry professionals who worked on Mortal Engines.
"These stories will be shared across our one-million-strong social communities, paid digital advertising programme, worldwide PR, events and other in-market activities.”
The Mortal Engines trailer has been a big hit with our Study in New Zealand Facebook followers. A post on the SiNZ Facebook page this morning has already reached over 13,000 followers, with more than 2,000 video views and a high engagement rate of 7.9% (the benchmark is 1%).
Check out the trailer here.
Mortal Engines opens worldwide December 2018.
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Future Proof assets on The Brand Lab
The “Future Proof Yourself in New Zealand” celebrates New Zealand’s ranking as best in the world for preparing students for the future, in a report by the Economist Intelligence Unit.
Philippa Brown, ENZ’s International Digital Content Manager, said that since the launch of the campaign in March, ENZ’s messaging has reached more than 33 million people around the world.
“Being ranked number one in the world has given us an opportunity to catch people’s attention and highlight the quality of New Zealand’s education offering,” she said.
“It’s a very strong message that resonates in every market. Because of this, we wanted to share the assets with the wider industry to ensure this positive message spreads far and wide.”
Future Proof imagery, videos and other assets are now available for New Zealand education partners to use in their own marketing.
These materials can be found on The Brand Lab by searching “Future Proof”.
The Future Proof campaign focuses on three key messages that outline New Zealand’s strengths in preparing students for the future:
- Develop future skills: In New Zealand, students learn to think for themselves and are supported to develop in-demand skills such as problem-solving, critical thinking, creativity and teamwork.
- New ways to learn: New Zealand combines a robust academic education with hands-on learning and real-world experience, giving students an edge in their future career.
- Open and welcoming: New Zealand’s fair, free and diverse society allows students to be themselves, and helps them develop qualities that can get them ahead in the global workplace.
Find out more about Future Proof.
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ENZ Europe connects with students
European students ‘Follow the Kiwi’ to New Zealand
L-R: The Follow the Kiwi Scholarship recipients Ellen, Gabriel and Gaia.
Three high school students from Germany, France and Italy have received Follow the Kiwi scholarships valued at $15,000 towards study at a New Zealand high school in 2018/2019: Ellen Mamier (Germany), Gabriel Zerguit (France) and Gaia Leidi (Italy).
They were chosen from nearly 200 students who applied for the scholarship, each submitting a motivational letter, video or photo collage saying why and what they want to study in New Zealand.
Olga Elli, ENZ’s Market Development Manager for Europe, is pleased with the response from both students and agents in Europe.
“There’s a real interest in New Zealand’s education offerings. Across all applications, we saw students wanting to try their hand at subjects like design, sciences, music, theatre, Māori culture or to learn some Kiwi sports like rugby!
“While many of the applicants are already enrolled and preparing for their Kiwi study experience, we hope the unsuccessful candidates who are still in the decision process will ‘follow the kiwi’ anyway. ENZ will refer these applicants to New Zealand providers, working with their agents to encourage them to study in a New Zealand high school.”
Kiwi Cup in Hamburg
Nearly 300 teenagers from Northern Germany and Denmark descended on Hamburg for the Kiwi Cup tournament – a two-day hockey competition that profiled New Zealand sporting expertise and education.
Twenty teams of German and Danish students aged 11-14 competed in the event, organised by THK Rissen (a Hamburg-based sports club) and Hausch & Partner, one of Germany’s largest student exchange agencies sending students to New Zealand.
To support the event, ENZ and 30 New Zealand schools provided promotional material and prizes such as hockey bags, shirts and fluffy Kiwis all the way from New Zealand. Rupert Holborow, New Zealand Ambassador in Germany, handed the trophies to the winners at the award ceremony.
Olga Elli said the tournament promoted student exchanges to New Zealand to around 300 high school students and has no doubt sparked an interest in many of them.
“This kind of partnership between the agency, New Zealand schools and ENZ is a great example of working together to highlight the New Zealand school system, where students also get to enjoy the lifestyle and sports outside the classroom.”
Lifeswap screens at German universities
Following its premiere in April, the ENZ-commissioned episode of Lifeswap has reached a broad audience of students after screening in nearly 90 university cinemas around Germany.
Olga said the university screenings have been well received and are a great opportunity to connect with students, particularly those open to study abroad options.
She joined Lifeswap creators Steffen Kreft and William Connor at a screening at the Technische Universität in Berlin.
“The episode was a great talking point – we could share our experience of making the episode and also give information about New Zealand as a study destination.
“Steffen was an international student himself, so can authentically talk to students about his experience at Massey studying animation and filmmaking.
“The episode got a huge applause and the students liked the jokes and blend of German and Kiwi humour.”
Lifeswap is an animated series that follows the lives of Jörg (a German) and Duncan (a Kiwi) and the cultural misunderstandings that crop up as they live and study in each other’s country.
The episode features a cameo from Prime Minister Jacinda Ardern who voiced a line of dialogue. It premiered in April during Ms Ardern’s visit to Berlin.
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Around the world in five
UK
What can the UK do to attract overseas students? Imitate Australia
The UK must not become complacent – competition for international students around the world is growing. We need a coordinated effort between universities, government and the private sector.
SCOTLAND
Push for post-study work scheme
Scotland has urged the UK government to review its immigration policy and to create a Scotland-specific post-study work scheme.
VIET NAM
Cram-and-exam framework has got to go
Employers across Vietnam say its graduates lack critical thinking skills and work-readiness and are calling for the cram-and-exam framework to go.
RUSSIA
New recruitment drive to attract students from Europe and America
The Russian government is planning to introduce a series of measures, including new scholarships and streamlined visa processing, to encourage more students from Western countries to study in Russia.
CHINA
Belt and Road countries attract students
Countries that are part of China’s Belt and Road Initiative are more popular among Chinese students as study destinations, with 66,100 students in ‘en route’ countries in 2017, up 15.7 percent from 2016.
LAE (Italy)
Study Nelson (Germany)