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ISANA NZ to launch micro-course on student experience
The six-week online course will provide international education practitioners with key strategies and skills for supporting international students remaining in New Zealand and offering wraparound support for new students entering the country.
Established in 2001, ISANA: International Education Association NZ Inc is a member organisation that seeks to professionalise international education in New Zealand by offering professional development opportunities and creating a network of international education staff.
ISANA NZ has worked closely with ENZ and other Government agencies during the 2020 COVID-19 response, with a focus on student wellbeing.
“It is clear to us that specialist skills will be essential for effective wraparound support for international students and sustainable practice in a COVID-19 era. There is a need for a step-change in the professionalisation of practice to facilitate sector recovery,” ISANA NZ Executive Director,Chris Beard, says.
The International student experience micro-course is the first digital training opportunity ISANA NZ have developed. It usually runs in-person workshops; this micro-course was designed to comply with COVID-19 health guidelines.
International student experience: Orientation, integration and wellbeing begins 28 September 2020.
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How NauMai NZ helps us improve the international student experience
Background
NauMai NZ provides a digital home for international students who have chosen to study in New Zealand, and provide real-world information, support and expert resources to better enhance their student experience.
Since its launch in mid 2019, NauMai NZ has had over 220,000 users and 300,000 separate user sessions with an average bounce rate of 16 percent (very positive by industry standards). The NauMai NZ database has grown to over 8,700 students.
Our challenge this year has been to ensure NauMai NZ remains fit for purpose in the face of the extraordinary events of the COVID-19 pandemic.
The COVID-19 response
The COVID-19 crisis upended our personal and professional lives. International students, far from home had to grapple with a raft of new challenges.
In response, a dedicated NauMai NZ COVID-19 page was launched eight months ago. Written in plain English, it is regularly reviewed and pulls together government information directly relevant to international students in New Zealand.
To ensure reach to the large Chinese student cohort in the country, this page was also translated into simplified Chinese.
An associated Stay well, stay connected page was launched at the same time to support student wellbeing during lockdown and beyond. It provides context for likely emotional responses, provides proactive solutions and links to expert support resources. To date, these pages have been viewed over 60,000 times.
Throughout this challenging year, other content has continued to be developed and delivered, including:
- Dating, relationships and sex
- Sexual healthcare in New Zealand
- Managing your money (including information on gambling and where to find help)
- Help from your embassy or consulate
- Being LGBTQIA+ in New Zealand
Coming soon! Summer in NZ activities
New pages will support those international students remaining in New Zealand over the summer.
These pages will highlight a range of activity and opportunities, including:
- recreation activity across the country
- links to summer programmes that have been developed for international students, and
- information to support wellbeing and connection
On Saturday 31 October, ENZ will deliver a virtual fair (‘Your Great Kiwi Summer’) for students, providing tasters on a range of summer opportunities and signposting out to further information.
Subject experts, fellow international students and alumni from our Prime Minister’s Scholarships programmes will present on the day.
Being online will ensure equity of access to students across the country. Students will be able to register for the fair via the new Summer in NZ NauMai NZ pages.
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Around the world in five
BRAZIL
Brazil unveils new HE internationalisation scheme
Brazil is replacing the Sciences without Borders (CSF) initiative with a new international mobility financing regime, aiming to enhance bilateral relationships with overseas partners. The new fund will be targeted towards postgraduate students and early career researchers looking to develop research abroad. While the CSF was managed at a federal level, the new scheme gives more autonomy to universities, requiring them to form an internationalisation strategy with international partners.
GLOBAL
Is fear of unqualified leads holding back your school website?
If universities optimised their websites, most could multiply the number of enquiries captured by up to 400%. Achieving this result requires just a few simple tweaks that make it easier for visitors to register their interest, such as decreasing the number of questions on a web form, segmenting by readiness (the distinction between “Keep me updated” forms and “Talk to me” forms) and using more student testimonials and videos.
UK
74% of public value international students when economic worth revealed
New research has found that people’s attitudes towards international students change when learning of their economic contribution and the jobs they generate. In a recent survey, only 12% of respondents wanted to see more international students in the country, but this doubled to 24% when they learned of the economic gains. Similarly, the 20% who wanted to see less international students in the country dropped to 13% when told of the economic value of international students.
FRANCE
French tech: A hot spot for entrepreneurs, 15 years in the making
Watch out Silicon Valley – the tech scene in France is gaining massive traction. Students from France’s world-leading business schools are now choosing tech over other job options, with one third of French students stating they would like to either found or join a start-up. The French talent pool is also impressive: Paris has over 134,000 professional developers, the second highest in Europe behind London, and 43% possess an MSc in Computer Science.
SOUTH KOREA
South Korean teens top in maths and science, but lack interest
South Korean students are excelling in science and mathematics, but the way the subjects are taught is not kindling interest in the students, a new report reveals. While South Korea placed fifth worldwide in the Program for International Student Assessment (PISA) 2015 science test, and first for maths, they ranked 26th and 28th (out of 35) in terms of interest. Professor Lee Joo-ho of the Korea Development Institute (KDI) says the disparity can be traced to the “learning by rote” method in the nation’s schools.
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Funding available to reimagine international education
Registrations of interest are open now for ENZ’s International Education Product Innovation Fund (PIF), closing on Wednesday 4 May 2022. Funding is available to all New Zealand-based organisations and individuals with fresh ideas for international education.
The PIF will support providers of education – whether established, new or emerging – to explore, develop and test pilot projects of new products and services that reimagine international education.
“New” could mean the mode of delivery, the configuration, the learner experience and learner outcomes, or the type of collaboration. The pilot projects developed through the PIF will help explore what could set New Zealand apart from its competitors, how students want to engage with New Zealand education, and how to increase the sector’s resilience to future shocks.
“We are extremely excited to now be receiving registrations of interest for the Product Innovation Fund”, says Euan Howden, ENZ’s Director of Innovation. “By encouraging and enabling the development of new, innovative products and services, we are seeking to position the sector for a more sustainable and resilient future and take advantage of trends such as alternative credentials, life-long learning and flexible learning.”
Underlying the PIF is the principle of tukutuku, or partnership. Each pilot project supported through the PIF will be a partnership based on mutual benefit and reciprocity between ENZ and the provider.
ENZ will offer funding of up to $300,000 per pilot (but is open to considering proposals that seek greater funding), as well as connections, support and credibility. In turn, ENZ is looking for applicants who can show a commitment of resource, a willingness to share lessons, reporting and insights for broader benefit, an openness to new thinking, and willingness to give best effect to Te Tiriti o Waitangi.
The PIF is one of ENZ’s initiatives underway to build a sustainable and diverse international education sector for New Zealand which is more resilient to future shocks such as COVID-19. The programme is funded by the Covid Response and Recovery Fund and is linked to the Government’s Strategic Recovery Plan for International Education.
The results of the pilots supported through the PIF will eventually inform recommendations to the Government in September 2023 on future investment in the development and diversification of international education.
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Are you ready for NZIEC 2019?
With a packed breakout programme, outstanding keynote speakers and the return of Miriama Kamo at the helm, the 2019 NZIEC is not to be missed.
What’s on offer at NZIEC 2019?
This year centres on Navigating our changing world and how New Zealand has the opportunity to stand out as one of the most innovative players in the global international education industry.
The full programme is now available. Among the featured highlights are the following sessions.
- Inspirational keynote speaker and founder of Inspiring Stories, Guy Ryan will kick things off by discussing how we can Navigate the needs of future learners. Guy has spoken internationally and at home to more than 25,000 people, including TEDx and World Forums.
- The topic of Resilience and mental wellness in under-represented international students will be explored by Marcela Lapertosa and Huong Diep. They will look at the issues that affect international students while discussing strategies and providing tools to foster resilience in a culturally appropriate manner.
- We will harness the power of the ANZAC spirit by having a look at ANZAC perspectives: strategies, leading indicators and busting international education myths in Australia and New Zealand. This session will ask attendees to compare what’s the same and what’s unique for New Zealand and will challenge them to think about what this means for decisions in our sector.
- It’s time for New Zealand to take a bolder approach to our education brand positioning. In the session I am New. Repositioning the New Zealand Education brand for success, Paul Irwin, ENZ General Manager Partnerships & Marketing, and Kaylee Butters, ENZ Director Brand and Design, will launch a new long-term brand platform for New Zealand that focuses on a high value audience, redefines what a quality education means and is grounded in New Zealand’s unique strengths, both as a country and as an education system. This session will also cover what this could mean for your international marketing.
- As part of our celebration of Japan as the NZIEC Country of Honour, we welcome guest speakers from Tokyo Metropolitan Board of Education and Atsugi City Board of Education. We look forward to presenting a renewed, strategic partnership with Japan to provide new business opportunities for New Zealand providers. We will also look at ways to foster meaningful connections between New Zealand and Japan through a wide range of exchange activities with students and teachers from the two countries.
- Dan Smidt (ENZ), Andrew Galloway and Pii-Tuulia Nikula bring together a range of perspectives and experiences to discuss effective monitoring of education agents; best approaches and potential benefits.
- On day two, keynote speakers, Dr Lisa Coleman, Chief Diversity Officer of New York University, will explore a world of diversity, while Professor Chris Gallivan of Massey University will finish the conference by giving a not-to-be missed exploration of navigating education transformation.
Find out more about what’s in the programme.
Places are selling fast!
Places are selling fast. With nearly half of all places already sold we’re not expecting the remaining places to be around for much longer.
If you’re thinking of attending, you need to get in quick to avoid disappointment and missing out on the international education event of the year.
About NZIEC
The 28th New Zealand International Education Conference and Expo (NZIEC) will be held at SkyCity Convention Centre in Auckland on Wednesday 7 and Thursday 8 August. Find out more about NZIEC at www.nziec.co.nz
BPO Intelligence has returned as the conference’s lead partner for the sixth year running, while The PIE News returns as the media partner.
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India to feature as Country of Honour at NZIEC KI TUA
The Country of Honour designation at NZIEC KI TUA celebrates New Zealand’s international education connections with partner countries and reflects one of the conference’s key values – hononga (connections).
ENZ’s Acting Chief Executive, Dr Linda Sissons, said ENZ is delighted to headline India at NZIEC KI TUA and build on the strong foundation of international education connections with partners in the country.
“Students from India are the second-largest group studying with New Zealand. We are enriched by the skills and research know-how that Indian students bring to our country. New Zealand has a number of valuable institutional and government-level partnerships that make for a strong, bilateral education relationship with India.
“We look forward to showcasing and celebrating these connections at NZIEC KI TUA 2024.”
ENZ’s Regional Director Asia (excluding China), Ben Burrowes, said having India feature as Country of Honour is a valuable opportunity for the international education sector to contribute to the conference programme with sessions that surface insights and learnings focused on India.
“New Zealand and India have such a broad education relationship, from student recruitment and student experience to partnerships on an institutional and governmental level. There’s much to surface and share by way of insights to continue forging our strong education ties.
“We look forward to collaborating with our sector colleagues to deliver a conference programme that showcases these connections and explores new partnerships moving forward.”
NZIEC KI TUA delegates can look forward to programme elements that explore and surface insights from New Zealand’s international education connections with India and also experience a few cultural delights during conference.
ENZ General Manager International, Lisa Futschek, and IIM Ahmedabad Director Prof Bharat Bhaskar sign an education cooperation arrangement during the NZ India Education Connect initiative in February.
Call for speaker proposals
ENZ is accepting speaker proposals for NZIEC KI TUA 2024. We welcome inspiring and engaging presenters on any topic relating to international education, especially our connections and partnerships with India.
Please submit your proposals by 30 April on this link.
Don’t miss earlybird registration pricing
Secure your earlybird registration price for NZIEC KI TUA 2024. There are two-day and one-day registration options available, alongside tickets to a gala dinner.
To find out more information about becoming an NZIEC KI TUA 2024 partner, email us nziec@enz.govt.nz
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From the CE: Introducing The Insight Story
We are planning to release The Insight Story quarterly as a useful and timely snapshot for members of the international education sector.
Overall, the data tells us New Zealand is well-positioned for change – despite the ongoing, devastating impact of COVID-19.
This first issue covers four broad topics that have been top of mind for international education practitioners over the past year: how New Zealand is moving from volume to value, perceptions of international education, the transformation of international education, and the current operating climate.
It shows good progress towards two key goals under the 2018 New Zealand International Education Strategy, which was developed with the sector.
In particular, it is heartening to see that from 2013 to 2019, we can see a real shift from a volume model of student attraction to one of value – the courses and levels of study are changing, and the type of education providers students are choosing is broader, too.
We’re also beginning to see more international students choosing to study in regional New Zealand, and particularly outside of Auckland city.
The majority of the data has already been released by the Government, including ENZ. However, this is the first ENZ publication to bring together the many strands of international education to paint a picture of this complex sector.
To read The Insight Story, head to MaiENZ. MaiENZ is a new way to access ENZ's digital services and was developed to give our industry partners easy, centralised access to our tools and services. It is free and quick to register for MaiENZ – it has a single sign-on, so one account gives you access to multiple tools.
Ehara taku toa I te toa takitahi, engari he toa takitini.
My strength is not that of a single warrior but that of many.
Ngā mihi,
Grant McPherson
Chief Executive Education New Zealand Manapou ki te Ao
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Upcoming webinar: New Zealand International Education Enrolments 2024
Webinar details
- Wednesday 30th July, 11:00am-12:00pm (UTC+12)
- Register here: New Zealand International Education Enrolments 2024
Following the recent launch of the International Education Going for Growth Plan, join this webinar with Marie Clark, Director Insights, Education New Zealand Manapou ki te Ao, to hear more about the 2024 international student enrolments.
The full-year 2024 international student enrolments saw New Zealand reach 72 percent of pre-pandemic levels seen in 2019, with most sub-sectors contributing to this growth. Primary and intermediate schools have experienced the strongest growth, and New Zealand universities and government-funded PTEs are now very close to meeting or exceeding their 2019 enrolment numbers.
During this session, Marie will take participants through the data, including total enrolment numbers by subsector, highlight emerging trends and will offer advice on how this information can be used in your organisational planning.
If you have something you would like us to specifically highlight or a question please email insights@enz.govt.nz by 5pm Monday 28 July.
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Get ready for NZIEC 2018
Previous NZIEC attendees should keep an eye on their inboxes this week for a special link to confirm their place. Registration for everyone else will open next week.
With only 600 places available, we expect a sell-out event, so be sure to get in quick to avoid missing out!
What’s on offer at NZIEC 2018?
NZIEC 2018 centres on the theme of Inspiring Global Citizens, and how we can leverage our international education activity to foster global citizenship across the diverse communities of New Zealand.
We’ll kickstart conference by exploring how we can have global impact from New Zealand with our Inspire Keynote Speaker Yoseph Ayele, Chief Executive of the Edmund Hillary Foundation.
The digital journeys of international students will be under the microscope by Dr Shanton Chang from the University of Melbourne. Dr Chang will share his surprising insights into the online behaviours of international students as they move across countries.
We’ll investigate what our industry can learn from Xero’s Anna Curzon as she outlines how we can develop partnerships for global success. The Xero experience in developing partnerships with customers, partners and others has helped make it Forbes’ Most Innovative Growth Company for two consecutive years.
L-R: Yoseph Ayele, Shanton Chang and Anna Curzon.
We’re also bringing the international student voice into our plenary sessions with international students talking to delegates about their experiences living and studying in Aotearoa. We anticipate this will provide interesting and heartfelt life stories that delegates can reflect upon.
Our Expo Hall has sold out with an amazing array of partners joining us to connect and engage with delegates over the two days. And, as ever, we have a surprise or two up our sleeves – stay tuned in the lead-up to conference to find out more!
Programme format changes
This year, we’ve put back-to-back complementary breakout sessions together into 1hr 20-minute sessions. While you are still free to sneak between sessions, we hope this format will help reduce the amount of time you have to spend navigating around the venue and allows you time to really focus on a particular theme.
We’ve also staggered the timing of our pre-lunch breakout sessions, with some starting 15 minutes earlier than others to help reduce those dreaded lunch queues.
Pre-conference workshops
Remember to check out the pre-conference workshops offered by our programme partner, AFS New Zealand. These workshops are a great way to grapple with global competence in an in-depth way prior to conference kicking off the following morning. You can register for these breakouts direct with AFS or during registration.
About NZIEC
The 27th New Zealand International Education Conference and Expo (NZIEC) will be held at Te Papa in Wellington on Thursday 9 and Friday 10 August. Pre-conference workshops will be held on the afternoon of Wednesday 8 August. Find out more about NZIEC at www.nziec.co.nz
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Ask New Anything
Campaign page: https://www.studyinnewzealand.govt.nz/asknewanything
NZ’s second big global digital campaign of 2019 launched on 7 October with our students at the heart of it.
The campaign will be promoted digitally in our key markets for 8 weeks. Campaign-related content and messaging will remain relevant and live on our channels for the foreseeable future.
The campaign will be the first time the refreshed Think New brand has been widely used in digital channels.
- Campaign strategy
- Creative concept
- Technical execution
- The campaign in China
- Messaging and brand
- Sector representation and localisation
- Campaign toolkit
Campaign Strategy
The main objective of the campaign is to challenge perceptions of New Zealand by increasing awareness of the country as a high-quality study destination. The campaign aims to achieve this by inviting our target audiences in 14 international markets to question what they know about New Zealand.
Key markets that will be reached by the campaign are:
- Brazil
- Colombia
- France
- Germany
- India
- Italy
- Japan
- Korea
- Philippines
- Thailand
- UK
- USA
- Vietnam
- Indonesia
The campaign aims to increase New Zealand’s standing as the preferred study destination amongst our target audiences in these key markets.
For more information about ENZ’s target markets and the general digital campaign strategy, and New Zealand education providers can access the 2019 ENZ Digital Marketing Calendar on IntelliLab.
The creative concept and technical execution of this campaign will push ENZ into new territory for its marketing campaigns and award-winning digital strategy.
Utilising 100 short videos, a variety of digital media placements, Tohu the chatbot, a range of social media channels including a peer-to-peer Facebook group and Instagram Live sessions hosted by our Kiwi Ambassadors, the campaign embodies the authenticity and bold NEW thinking of the Think New brand.
A bespoke campaign strategy has been developed for China, making use of the same campaign creative concept and content, but delivered through the channels we know our audiences in China use and interact with the most.
ENZ invites and encourages our New Zealand education sector partners and education agents to participate in the campaign by sharing content and aligning your own messaging with those of the campaign and the Think New brand.
The campaign tool kit below provides more information around how your organisation can leverage the campaign.
Creative concept
Brand research tells us there is generally low awareness of New Zealand internationally, and where there is awareness it’s often based on incorrect perceptions of quality.
The creative concept of the Ask New Anything campaign seeks to address this by answering prospective students’ burning questions authentically and honestly, using unscripted video responses from current international students.
We started by researching the most used Google search terms relevant to studying in New Zealand, as well as the most asked questions on our Study in New Zealand chatbot Tohu. We combined this hard data with anecdotal questions from prospective and current students around what they want to know/what they wish they had known, and key brand messages we hoped to get across to our audiences.
From this we narrowed down to a list of 100 questions and filmed videos with international and New Zealand students, alumni, a teacher, a parent, and a New Zealand employer providing the answers. These videos form the basis of the campaign.
We also know that word of mouth is a key influence on student decision making. The Ask New Anything campaign not only offers pre-recorded Q&As with current students, but also gives prospective students the opportunity to talk directly to current students through a new Facebook group and scheduled Instagram Live events.
All of this results in a much more interactive campaign than anything ENZ has previously done. We’re not broadcasting a message to students; we’re asking them to start a conversation, putting prospective students themselves at the centre of the campaign.
Technical execution
A typical digital media campaign uses creative digital ad placements on social media, relevant websites and search engines to drive traffic through to a campaign landing page on a website.
Ask New Anything goes well beyond this, using new technology and a broad range of social media tools to be a true omni-channel campaign. The resulting immersive and pleasantly unexpected experience will help the Think New brand stand out.
The marketing activity and technology being used in this campaign includes:
- Tohu the chatbot – Tohu was launched on the Study in New Zealand website in 2018, on Facebook Messenger in early 2019, and on the NauMai NZ website in July 2019. Tohu is the centrepiece of the Ask New Anything campaign as it represents the technology through which prospective students can really ask any question they want. From the launch of the Ask New Anything campaign, Tohu will be able to respond to 100 of the most frequently asked questions with one of the short videos created for the campaign
- Facebook group - Should a question be asked that Tohu cannot answer, prospective students will be invited to join a Facebook group where they can ask real students their questions in real time. The Facebook group will be managed and moderated by our Kiwi Ambassadors.
- Instagram Live – Throughout the campaign, a select group of Kiwi Ambassadors will host a series of Instagram Live events. These events will be designed and scheduled to suit the key international regions we are targeting in the campaign.
- Campaign landing page – There will be a campaign landing page on the Study in New Zealand website. Tohu the chatbot will be the main focus of this page.
- Social media – Beyond the Facebook group, Instagram Live sessions and use of Tohu on Facebook Messenger, all of ENZ’s student-facing social media channels will be driving the campaign messages. Campaign content will be shared on Facebook, and YouTube and Instagram will feature strongly for both organic and paid media content.
- Database marketing – The database marketing strategy for the campaign ensures we are reaching all our currently engaged audiences, and nurturing new leads throughout their decision-making journey. Personalised email campaigns will be sent to members of the Study in New Zealand, My StudyNZ and NauMai NZ communities, and to anyone who signs up throughout the campaign period.
The campaign in China
Because our audiences in China use different digital platforms to our other markets, the Ask New Anything campaign will follow a different strategy in China.
Separate research has been undertaken to identify the most-asked questions for prospective international students in China. Based on this, the most relevant videos will be translated into Chinese and integrated into a campaign rollout on our China platforms:
Paid media:
- Zhihu (Zhihu is China’s version of Quora. In classical Chinese, "Zhīhū" means "Know?". Chinese-language internet users nowadays increasingly resort to Zhihu for expert knowledge and insights into various topics.
Owned media:
Tohu the chatbot does not exist on our Chinese platforms, so the China Ask New Anything campaign makes use of the question/answer format in a different way, posing questions to our audience and then supplying key information based on their response.
On the Zhihu platform we will post questions for both Kiwi Ambassadors and users to answer. Key Opinion Leaders (KOLs) will also be recruited to support the campaign and both ask and answer questions about studying in New Zealand.
Messaging and Brand
The campaign concept and the technical execution of the campaign both contribute to the overall brand message of ‘I am New’. It showcases our innovative new thinking and captures New Zealand’s values of societal openness, transparency and manaakitanga.
Through this campaign, we want to show that New Zealand is an inclusive, collaborative and progressive environment where students are challenged and supported to reach their full potential.
Our new Think New brand strategy and creative approach position our international education brand for success and redefine what a quality education looks like and means.
Sector representation and localisation
The 100 question and answer videos have been carefully planned to ensure a good global representation of our markets. Care has been taken to match the talent to questions based region. So where a question is most important to a certain region, the talent has been matched to that region to ensure the most relevant response.
The videos feature 18 different individuals representing a spread of sectors and markets. We have included students from all the key markets we are targeting in the campaign. A teacher, employer, Kiwi student and parent are also included.
In the Facebook group and Instagram Live sessions, prospective students will be able to converse with Kiwi Ambassadors in local language – either directly or with the help of Facebook’s automatic translation technology.
Toolkit
Throughout the campaign duration New Zealand education will have an increased digital presence in the 13 target markets listed above.
New Zealand education providers and education agents are encouraged to leverage this campaign activity for your own marketing strategies.
Here is a toolkit of resources and suggested actions to help you get started:
- Ensure your institution profile on the Study in New Zealand website is up to date. Follow these step-by-step instructions to find out how. Please note you will be required a login to access this link.
- Register for the ENZ Brand Lab. There are over 1,000 images, videos and more available on the Brand Lab for you to download and use in your marketing.
- Read this article about how to leverage ENZ digital campaigns. You will need to be registered and signed in to the Brand Lab to access it.
- Share the Q&A videos from the campaign on your social media channels. ENZ will be creating a spreadsheet with all the YouTube links to make this easy for you navigate and choose the most relevant videos for your audiences. Watch this space or sign up to the Brand Lab to get a notification when this becomes available.
- Download ENZ’s 2019 Digital Marketing Calendar from IntelliLab. The calendar explains our key dates and strategies for each of our target markets. You will need to be registered and signed in to IntelliLab to access this.
- If you are an education agent, join ENZ’s AgentLab. This new platform was launched this year. Gain access to online training courses, news, webinars and ENZ updates.
