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• Future Proof 2.0

  The campaign builds on the success of an earlier campaign in March 2018, which reached more than 33 million potential students and achieved 14 million social engagements.

  We encourage New Zealand education providers to align their marketing activities with Future Proof 2.0 to increase and amplify impact.

  • About the campaign

  • Campaign messaging

  • How can Future Proof 2.0 help you?

  About the campaign

  Future Proof 2.0 is an integrated global campaign run across paid media, social media engagement, studyinnewzealand.govt.nz, email and PR.

  The campaign, which began 8 October and runs for eight weeks, aims to attract high quality students from our key strategic markets by raising awareness of New Zealand’s education quality.

  It integrates all of ENZ’s marketing channels, draws on behavioural data from our database marketing programme and leverages the one million-strong audience on our social channels (Facebook, Instagram, YouTube and, in China, WeChat).

  The campaign will direct prospective students to a Future Proof 2.0 landing page and encourage them to join My StudyNZ, an online tool that helps them find the New Zealand study programmes that best suit their needs. Students can shortlist their favourite programmes, track their application progress and send enquiries to education providers.

  Campaign messaging

  Future Proof promotes a September 2017 report by The Economist Intelligence Unit ranking New Zealand as first out of 35 countries at preparing students for the future. Future Proof 2.0 continues the conversation by showcasing some of the exceptional teachers and academics who make New Zealand’s education system world leading.

  The campaign’s central message is: Our teachers lead the world in preparing students for the future.

  The key messages are:

  1. Our teachers give you the skills to put your knowledge to work in the world.

  • Students in New Zealand learn to think critically and creatively, work collaboratively and develop a global mindset, making them more prepared, and adaptable, for the future world of work.

  2. Our teachers challenge you to reach your potential in an unlimited learning environment.

  • Students in New Zealand gain practical, hands-on skills both inside and outside the classroom.

  3. Our teachers are inspired by a society that encourages curiosity, new ideas and respect for the world around us.

  • Students in New Zealand thrive in an open, welcoming society that embraces new ideas and innovative thinking.

  Future Proof 2.0 will keep the same slogan as the previous campaign: Future Proof yourself in New Zealand.

  We’ve created compelling content – videos, photos and written content – to share stories about New Zealand’s teachers with the world.

  While Future Proof 2.0 will feature many great teachers, our three stars are:

  Professor Kathleen Campbell, a geologist, paleoecologist and astrobiologist at the University of Auckland

  With her expert credentials and involvement in the NASA 2020 Mars Rover Mission, Kathleen is a standout example of the high-quality academics that students can work with at New Zealand universities. 

  Mark Hanlen, a marine studies teacher at Whakatane High School 

  A favourite amongst his students, and with an infectious passion for his subject, Mark's story makes a great showcase for hands-on, real-world learning. He brings the concept of manaakitanga (mutual respect) into his teaching both inside and outside the classroom.

  Dr Faith Kane, a senior lecturer in textiles at Massey University

  Faith brings a creative element with a future focus to the campaign. Her work in laser processing textiles and textile design for sustainability speaks to New Zealand's innovation strengths and real-world problem solving.

   

  How can Future Proof 2.0 help you?

  You can increase the impact of your marketing by aligning your timings and activities with Future Proof 2.0. For example, you might like to highlight your region’s or institution’s teachers while the campaign is running.

  Using our creative assets

  Assets we’ve created for the campaign include videos, imagery and blog posts, quotes and other written content about our teachers and their students. 

  We will add all assets to The Brand Lab as they become available.

  Useful resources

  You can find advice on identifying audiences, channels and story ideas on the Skills Lab.

  For example, there are practical tips on:

  • Creating a digital marketing strategy
  • Using social media to turn your followers into advocates
  • Writing great blog posts
  • How we use My StudyNZ to match students to institutions

• Spring has sprung so let’s refresh your Study in New Zealand profile

  Euan Howden, ENZ’s Student Attraction Director, says an institution’s SiNZ profile is an important digital flag that ENZ can help promote through its digital work programme.

  “Think of your SiNZ profile as the digital shop front that links to your own website. For many schools, and especially smaller providers, this profile is a key way that a prospective student can find you through ENZ’s marketing efforts.

  “We want to make your profile as good as we can. Over the next few months, ENZ will be undertaking a scan of all profiles and where needed we’ll refresh a profile so it’s ready for the new year.

  “We’ll start by looking to see where a profile hasn’t been updated for quite a while or where key information isn’t included. We’ll then refresh profiles with information from your own website and check in with you to ensure you are on board. We’ll also check that we have the correct administrator details so that you can update it in the future.”

  Want to refresh your own profile? Have questions? Email info@studyinnewzealand.govt.nz and we’ll be in touch.

• Future Proof 2.0 campaign increases student engagement

  While ENZ’s first Future Proof campaign in March 2018 was designed to raise awareness of New Zealand’s ranking as first in the world for preparing students for the future, Future Proof 2.0 evolved to focus on lead conversion. To do this, ENZ showcased some of the exceptional teachers and academics who make New Zealand’s education system world leading.

  The result was a 42 percent increase in active visits on the Study in New Zealand website and over 9,000 new leads to the ENZ database, which is a 208 percent increase compared with Future Proof 1.0.

  “While the majority of these leads are interested in bachelor’s or master’s degrees, there was an increase in students interested in New Zealand secondary schools too. In fact, it was the biggest interest in schools that we’ve seen from a campaign to date," says Patrick Holden, ENZ’s Digital Media Project Manager.

  “Furthermore, we polled users of the Future Proof landing page asking ‘How likely are you to consider studying abroad in New Zealand’ – over 82% said they were either ‘very likely’ or ‘somewhat likely’ to choose New Zealand. That’s a fantastic result.”

  Thirty-eight percent of users of the Study in New Zealand website said they’re intending to leave to study abroad within 1-6 months, followed by 25% within 6-12 months and 37% one or two years away.

  “As many of these students are still in the consideration/research phase of deciding on a country to study abroad, our database marketing enables us to engage with these students to promote New Zealand.

  ENZ’s Facebook followers were also highly engaged with the campaign content, with an 11.8% engagement rate (nearly double the 6% benchmark). Messenger inquiries from prospective students showed interest in master’s education, praise for New Zealand’s teaching quality and questions about student visa requirements.

  “These specific enquiries indicate the audience is moving through the conversion process, from discovering New Zealand to deciding on a study programme here,” says Patrick.

  “This is a result of having an accurate targeting strategy in place to help attract the right type of student leads.”

• Chilean students and teachers tour New Zealand

  The programme aims to broaden access to intercultural learning opportunities for Chilean students from disadvantaged backgrounds. It is fully funded by the Chilean Government and administered by AFS Chile and AFS New Zealand.  

  The students – from Cerro Navia, Lo Prado, and Pudahuel, three of the lowest income territories in Chile – had never travelled before. In New Zealand, they participated in English language lessons as well as cultural activities in Auckland and Whitianga. This included visiting a Marae and living with local host families to experience family life in New Zealand.

  AFS National Director, Doris Cuthell, said it was a privilege to welcome the students to New Zealand.

  “The Chilean Government is committed to increasing access to cultural and educational experiences for young people, to help equip them for a more interconnected world,” said Ms Cuthell.

  “Our Global Choice programme was a perfect fit for these students, and the experience life-changing.”

  The students and their teachers finished their trip at a reception in Wellington on 12 December with Wellington Mayor Justin Lester, the Chilean Ambassador to New Zealand Rodrigo Espinosa and AFS New Zealand. Mr Lester spoke to the students about his own life-changing AFS experience during an exchange to Germany.

  “Immersion allows students to experience other cultures and learn English in a way you can’t at home in the classroom,” said Ms Cuthell.

  “From Barrancas to New Zealand is a fantastic initiative – we’re very proud to be involved in a programme that is increasing our capacity to broaden access to intercultural learning for more diverse communities.”

  The Chilean Government is committed to working with AFS New Zealand through the Global Choice programme and will provide From Barrancas to New Zealand scholarships for the next three years.

• US Fall recruitment tracking well

  ENZ and representatives of New Zealand education providers spent the season interacting with students, parents and education professionals across the US at various recruitment fairs and study abroad fairs.

  They also attended industry conferences, such as the NAFSA Regional Conferences which provided great opportunities to network with their US counterparts, reconnect with current partners and find new partners.

  Lewis Gibson, ENZ Field Director, North America, said these events, against the backdrop of ENZ’s Future Proof 2.0 campaign, led to a spike in US visits to the Study Abroad page of the SiNZ website and sign ups to MyStudyNZ.

  “This highlights the importance of combining digital efforts with in-market visits to the US, where personal relationships are important in ensuring the success of partnerships and the flow of students,” said Lewis.

  States where New Zealand representatives were active directly corelate to increases in page views (see table below).

  For example, SiNZ saw 9,234 and 7,359 unique visitors from California and Michigan respectively during 2018, out of a total of 71,549 US visitors.

  

• Student visa processing update

  A very large number of applications have been submitted to INZ in January for courses beginning within four weeks of the application submission date.  

  Jeannie Melville, INZ’s Assistant General Manager, Visa Services reminds applicants to apply for their student visa at least eight weeks before their course start date. 

  “For those with an application in progress, we ask that they first check the recent student visa processing times published on the INZ website before contacting INZ to seek an update on their application. Those who submitted their visa application online should also check their online account regularly to ensure they haven’t missed any communications from INZ. If INZ needs more information to decide an application, it will take longer to assess.” 

  During this peak student visa application period, INZ is processing applications in some additional sites in an effort to ensure applications are decided as quickly as possible.  

  To ensure the sector is well informed, INZ is developing improved reporting on application processing, including the volume of work in progress and expected processing times. INZ will provide this information in regular email updates to education peak bodies.

  ENZ is working closely with INZ on student visa processing matters, to help providers, students and agents understand the current situation.  While INZ continues to experience high volumes of student visa applications, ENZ continues to monitor market reactions and engage constructively with INZ. 

  Current fee paying student visa application volumes (as at 27 January 2019)

  Status	Application volumes
  Assessment ongoing	7430
  Approved in principle	1109
  Total on hand	8539

   

  Recent processing timeframes (calculated based on fee paying student visa applications decided 28 Oct 2018-28 Jan 2019) 

  Provider Type	80% decided within:	90% decided within:
  Institutes of Technology and Polytechnics	38 days	50 days
  Private Training Establishments	36 days	47 days
  Schools	15 days	25 days
  Universities	21 days	31 days

   

• Malaysian students mean business

  The students attended the camp over two weekends, learning about KYS’ study pathways in New Zealand through the Foundation (Accounting and Science) and Bachelor of Commerce in Accounting programmes offered at the KYS campus in Melaka. 

  KYS Business School’s strengths are in its accounting programmes as its founder, Tan Sri Halim Saad, studied Accounting at Victoria University of Wellington in the 1970s.  

  KYS Chief Executive, Datuk Kamaruddin Bin Awang, and CEO & Academic Director, Mr Noor Zaidi Bin Mohd Noor, attended the camps and shared their experiences studying in New Zealand.  

  Desiree Lee, ENZ’s Market Manager, Malaysia & Philippines also joined the events and provided small Kiwi gifts to the students. 

  “The students came from across the country and were delighted with their eye-opening weekend at KYS. There was interest in the FCertNZ from parents too, given the traditional preference for STEM subjects from Malaysian parents. 

  “The event also featured an alumni panel where graduates spoke fondly of their time in New Zealand, particularly the welcoming nature of Kiwis and Muslim-friendly environment – such as the ease of getting halal food.” 

  In the Foundation in Accounting programme, students complete their first two years of study locally in Malaysia before continuing study in New Zealand to qualify as chartered accountants or work towards a Bachelor of Commerce in Accounting.  

  Since 2015, a total of 530 Malaysian students from KYS’ Bachelor of Commerce in Accounting programme have attended university in New Zealand.  

  The FCertNZ is another of KYS’ foundation programme for entry into all science degrees at New Zealand universities. This one-year Foundation in Science study programme enables students to enter into a science degree at any our eight New Zealand universities. 

  KYS Business School is currently joining ENZ for other activities in East Malaysia from 8-16 March, including a commercial fair and schools roadshow.

• Japanese teachers tour Kiwi schools

  The 10 teacher participants were carefully selected from New Zealand education seminars in 2018. It was oversubscribed, showing strong interest among Japanese teachers wanting to learn about what makes New Zealand education special.

  In partnership with SIEBA and regional education bodies, the group visited four schools and enjoyed tourism activities in Hamilton, Cambridge, Rotorua, Taupo, Tauranga and Auckland including Te Puia, Huka Falls and the Waitomo Caves to show what each city offers students outside of the classroom.

  Misa Kitaoka, ENZ’s Senior Market Development Manager for Japan, said the teachers were very interested to learn about Kiwi’s different approaches to teaching.

  “A teacher from Tauranga Boys’ College showed us how Google Classroom was used in his class which was a great learning experience for the Japanese teachers as they transition from lecture style to more student-led learning,” said Misa.

  “NCEA offering subjects like food technology, creative arts and performing arts was also seen as a real strength of New Zealand’s secondary school education, as it supports creativity as well as students’ wellbeing.

  “The teachers were particularly impressed by the strong Māori influence in New Zealand schools.”

  An English language teacher from Hiroshima Jogakuin Junior and Senior High School noted, “During this tour, I was so impressed with Māori culture and their spirituality. I would very much like my students to enjoy the lovely experience that I had there, to learn what well-being is, and to find a path they can follow.”

  With Japan hosting the 2019 Rugby World Cup and 2020 Olympics and Paralympics, the Japanese government will be implementing education policies to promote English education, resulting in a strong interest from schools and universities across Japan to study abroad to learn English.

  “Since 2015, school teacher famils have resulted in an increase of 735 students,” said Misa.

  “These famils wouldn’t have been possible without our partnership with Air New Zealand. We are very interested in replicating it in the future for the tertiary sector.”

• Work and study options for Koreans

  Held at the CGV Cine Library in Seoul, the seminar was aimed at young Koreans interested in New Zealand’s Working Holiday Visa (WHV) scheme.

  The event attracted nearly 100 participants including university students and young professionals who received practical advice about English language learning, job seeking, safety and life in New Zealand.

  Kay Lee, ENZ’s Senior Market Development Manager for Korea, said the seminar was a great way to reach out to young Koreans who are already interested in New Zealand and help them gain a better understanding of New Zealand education and ELS programmes.

  “Some 3,000 Koreans obtain a New Zealand WHV every year – and each is a potential student for our ELS providers. WHV holders normally take a three to six-month English language course prior to travelling or finding a job in New Zealand.”

  The annual WHV quota for Koreans was increased from 1,800 to 3,000 in 2016 and allows Koreans aged between 18 and 30 years to spend 12 months in New Zealand.

  “They come to New Zealand mainly to improve their English proficiency and experience New Zealand culture by working at Kiwi farms or in hospitality and tourism industries.”

  Kay used the seminar to showcase qualified ELS programmes and how to prepare for student life in New Zealand. This was complemented by presentations from New Zealand Trade and Enterprise, Tourism New Zealand and Air New Zealand which focussed on New Zealand culture, business sectors, travel and flight options.

  

• New Zealand tops English-speaking countries in Educating for the Future ranking

  There were just 1.6 points between top-ranked Finland (80.9), second place-getter Switzerland (80.3) and New Zealand on 79.3 points.

  The overall ranking was a small drop for New Zealand, which ranked first out of 35 economies in the first EIU report which came out in September 2017. However, the 2018 ranking involves 50 economies and additional indicators on which countries were evaluated.

  "This is a very good result for New Zealand," said ENZ Chief Executive Grant McPherson.

  "New Zealand retains its position as the number one English-speaking country in the ranking as well as its top ranking in the Asia-Pacific region.

  "Along with Finland, New Zealand is the only country that has been in the top 3 two years in a row."

  The index evaluates the way that countries approach future-focused education to encompass problem-based learning, innovative teaching methods and broader themes of global citizenship.

  It has a focus on young people aged 15 to 24 in 50 economies, and measures three pillars of education systems – policy approaches, teaching conditions and broader gauges of societal freedom and openness – as a means of preparing young people to meet the challenges of work and society in future.

  You can read the full report here.

  The top 10 country rankings were:

  Rank	Economy	Score
  1	Finland	80.9
  2	Switzerland	80.3
  3	New Zealand	79.3
  4	Sweden	78.1
  5	Canada	77.9
  6	Netherlands	76
  7 =	Germany	74.8
  7 =	Singapore	74.8
  9	France	74.2
  10	UK	74.1