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  • Ask New Anything

    Campaign page: https://www.studyinnewzealand.govt.nz/asknewanything

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    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

    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:

    • WeChat
    • 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.

     

  • Summer plans: what students need to know

    Under current border settings, tertiary-level international students will need to make careful and informed decisions about their plans for the summer period.

    Any international student who chooses to return home (or otherwise leave New Zealand) over the summer break needs to be aware that they are not eligible to re-enter the country to continue study in early 2021 under current border settings. Students facing hardship will need to reconsider whether they should continue to stay in New Zealand or are better to return home.

    International students currently in New Zealand who intend to continue to study in 2021 have the following options at the end of this academic year: 

    • Remain here over the break and continue their New Zealand study next year
    • Find additional summer school study programmes
    • Return home and continue their New Zealand study online next year, if their institution supports this option
    • Return home and cease their New Zealand study.

    Study providers are asked to ensure they are familiar with their ongoing Code obligations over the summer period, and to assist students to understand their options.

    Read more about the responsibilities providers have under the Education (Pastoral Care of International Students) Code of Practice 2016.

    Education New Zealand wants to complement and spread the word about the excellent work the sector and regional economic development agencies are all currently undertaking.

    We are also mindful that remaining in New Zealand will bring challenges for students and so supporting student connection and wellbeing is also a focus over this time.

    At ENZ we are:

    • Creating new NauMai NZ pages, specifically aimed towards keeping students in New Zealand over the summer.
      • The aim of these pages is to provide a central repository of activities and opportunities, addressing key themes of study, recreation, skill development, and connection with other students.
      • They will signpost out to activity happening at a regional and national level, as well as highlighting ENZ-led online initiatives.
      • These pages will be live at the end of September
    • Hosting a Summer in NZ online virtual fair for international students in NZ on 31 October, where regions and contributing organisations will have a chance to showcase summer activities that they are developing and delivering. Students will be able to register via NauMai NZ at the beginning of October.
    • Activating a variety of communications channels to direct students to NauMai NZ and the Summer in NZ fair to maximise awareness of summer opportunities and to gently encourage consideration of further study to those whose programmes may be finishing.
    • Facilitating online events and opportunities to support student wellbeing and connection over the summer period.

    We look forward to showcasing the fantastic experiences for students here in New Zealand over summer 2020/2021, building their capability, and supporting their wellbeing and connection to Aotearoa New Zealand. Further information will be available in the coming weeks.

  • Accelerate Your Growth at NZIEC

    We’re pleased to outline some highlights of this year’s conference programme prior to registrations opening soon.  

    Visit www.nziec.co.nz for more information and to register!

    Conference theme

    NZIEC 2015 brings together practitioners and leaders from across New Zealand’s fifth largest export industry to explore strategies for growth. The Conference provides an opportunity to discuss, strategise and connect with expert speakers and delegates.

    The government’s Leadership Statement for International Education outlines ambitious onshore and offshore goals for the international education industry to achieve by 2025. With less than a decade to go until 2025, NZIEC 2015 focuses on how you can Accelerate Your Growth.

    To achieve success as an industry, we need to understand key changes in international markets, pursue innovation, invest in capability and communicate a strong brand. Through a range of presentations, workshops, discussions and case studies, NZIEC 2015 will provide a platform to learn what organisations around the world are doing to execute these strategies, and what we can do to improve ours.  

    Pre-conference workshops

    Thursday 21 August features pre-conference workshops – for the school sector in the morning and for all sectors in the afternoon.

    School sector pre-conference workshop

    A pre-conference workshop for the school sector kicks off at 9am on Thursday morning. Connect with school representatives from across the country while learning about market trends, our key competitors and opportunities to collaborate through SIEBA.

    All sectors marketing and market intelligence workshops

    The afternoon pre-conference workshops are open to all sectors. Thursday afternoon features a marketing workshop on honing your point of difference followed by a choice of market intelligence sessions spanning the world.

    In the marketing workshop, gain inspiration from the Icebreaker experience to help you understand how to stand out from the crowd.

    Then, choose from nine future-focused market intelligence sessions featuring cherry blossoms, hashtags and samba! Learn about opportunities spanning the globe – from the Americas to Asia to the Middle East and Europe.  

    Networking drinks and conference dinner

    Join in the celebrations on Thursday evening with networking drinks and conference dinner starting from 6pm.  

    Friday highlights

    The Conference on Friday kicks off at 8.30am and features keynote addresses that will inspire, challenge and provide insight.

    In between our fantastic international keynote speakers, you can choose from 12 breakouts on topics ranging from customers and markets, strategy, marketing, operations and innovation.

    Breakouts include several sessions featuring the latest data and intelligence, a panel discussion around offshore delivery, a session seeking your input on the International Education Senior Officials Group work programme, and a Lightning Innovation session featuring six industry innovators.

    Stay tuned for more detail, and save the date now!

  • New student support portal launched by India Government

    “With the big increase in our students making New Zealand their education destination choice, we felt the time was right to extend our outreach to them for the best international experience for them and their families,” said Mr Sanjiv Kohli, High Commissioner of India to New Zealand.

    The new portal has been welcomed by Education New Zealand and its NZ Inc partner agencies, Immigration New Zealand, Ministry of Education, New Zealand Qualifications Authority, and Ministry of Foreign Affairs and Trade.

    “We are committed to supporting these kinds of initiatives, and we encourage providers to share this information with their relevant student cohorts,” said John Goulter, Education New Zealand General Manager, Stakeholders, Communication and Intelligence.

    “We all want our young people to take advantage of the opportunities available to them, and an international education experience broadens horizons and possibilities.

    “Safety and well-being is a critical part of New Zealand’s international education journey and we are always looking for ways to support our international students.”

    More information on the Government of India student portal can be found here. Indian students are encouraged to register.

    Last month, the New Zealand Government strengthened the education code for pastoral care and established a dispute resolution scheme. New Zealand was a world leader when it first introduced the pastoral care code in 2002, and well-being initiatives for international students continue to be a significant part New Zealand’s education environment.

  • BPO Intelligence to make a splash at NZIEC 2018

    The innovative marketing and communications company works closely with many providers across the country, including 85 percent of universities in Australia and New Zealand, to aid them in their international marketing endeavours.

     “We are thrilled to be the lead partner for NZIEC for a fifth consecutive year,” says BPO Intelligence chief executive Naresh Gulati.

    “NZIEC is becoming one of the most significant conferences on the global international education circuit. We are delighted to be able to once again share our expertise in leadership and innovation, as well as helping to explore new strategies and new technologies for growth and development in international education,” says Naresh.

    “We appreciate BPO’s commitment to supporting the development of New Zealand’s international education industry through its backing of NZIEC,” says ENZ chief executive Grant McPherson.

    “BPO has been a strong supporter of NZIEC for the past four years and it’s great to have them involved for the next phase of the conference’s development.”

    “I encourage all conference delegates to head along and touch base with the BPO team at the Expo Hall.”

    NZIEC selling out – fast!

    In just two weeks we’ve sold over 50% of the available places at NZIEC 2018. That makes it our fastest selling conference yet – and we’re on track to sell out. With fewer than half the spots now available, you’ll have to get in quick to avoid missing out on the international education event of the year.

    NZIEC 2018 will be held on Thursday 9 and Friday 10 August at Te Papa Tongarewa in Wellington. Pre-conference workshops will be held on the afternoon of Wednesday 8 August.

    Register here

  • Kiwi mobility in the GIC spotlight

    Brett Berquist, University of Auckland Director International, says while New Zealand counts 4.5 million people onshore, another 15% of Kiwis reside abroad. 

    “New Zealanders travel – for work, for study and for the joy of it. The Kiwi cultural phenomena of the ‘Big OE’ is a key part of this international experience.

    “In particular, New Zealand university graduates have among the highest mobility rates in the world. One in three domestic university graduates are overseas within seven years of graduation, and 41% of doctoral graduates are on their OE within five years of graduation, according to the Ministry of Education.  

    “Traditionally, the OE has been a post-graduation undertaking, but we see that the current generation is keen to begin their OE during study and are particularly driven by employability outcomes. Most Kiwis then return to our shores with new skills and experiences to contribute to our community and economy.”

    In 2017, the University of Auckland received more than 400 applications for 10 eight-week internships in Mumbai, India. Since then, more than 100 students have participated in global internships enabled through ENZ’s Prime Minister’s Scholarships, or self-funded. 

    “Demand is growing for global internships among our students. They understand the value of work-based learning opportunities and increasingly can see the connection to international experience also,” said Brett.

    This increasing interest in offshore learning experiences is encompassed in goal three of the New Zealand International Education Strategy – global citizenship.

    New Zealand representatives from the University of Waikato, Canterbury University, Victoria University of Wellington, Auckland University of Technology and the University of Auckland will present at the GIC on their own experiences in growing participation in global internships, including perspectives from student participants.

    These sessions will enable conference delegates to learn more about how New Zealand is engaging with global internships through analysis and case studies of different models for work-integrated learning being implemented across the country.

    The 2019 Global Internship Conference will take place on 2-5 July, bringing together more than 300 delegates from around the world to discuss integrating employability and internships with study. 

    To register or to find out more about the GIC, click here.

  • Exploring indigenous exchange programmes and internships

    The students, from University of Auckland and AUT, are part of the British Columbia & New Zealand Indigenous Student Mobility Project,a two-year programme that aims to provide reciprocal, short-term learning abroad and professional development and networking opportunities for indigenous students. The students will be joined by five First Nations students from Victoria University (UVic) in Canada, who are also part of the programme.

    Next year the Kiwi students will travel to Vancouver and be hosted by UVic for the 2020 GIC. UVic is a leader in the Canadian Co-Op model, where an internship is a required component of the university degree. 

    “Increasing access to international learning opportunities for all students, and in particular our Māori and Pasifika students, is an important goal for the University of Auckland,” says Brett Berquist, University of Auckland’s Director International.

    “Community and family are key to this strategy, and the chance to share and learn from First Nations students and academics at UVic is a great opportunity for our students.”

    The Student Mobility Project aims to engage indigenous students in immersive experiences that help them to establish and maintain relationships with other indigenous students and communities, industry, academics, and higher education professionals. It intends to provide a forum for indigenous students to present their perspectives and experiences, facilitating an exchange of ideas and networks.

    At the GIC, the students will share their perspectives and experiences on how international experiences benefit indigenous communities, how to best connect indigenous communities internationally, and how work placements and co-operative education have influenced their lives and careers.

    Karima Ramji, UVic’s Manager of International Programmes will also discuss critical success factors in developing indigenous international work-integrated learning exchange programmes.

    The GIC will feature further perspectives on global internships via a panel of University of Auckland Māori and Pasifika awardees of the Prime Minister’s Scholarships funded internships in Asia and Latin America.

    The 2019 Global Internship Conference will take place on 2-5 July, hosted by the University of Auckland. To register or to find out more, click here.

  • NZIEC KI TUA 2023 programme announced!

    The New Zealand International Education Conference 2023 brings together practitioners and leaders from across New Zealand’s international education sector to look to the future and explore strategies for growth.  

    Our keynote speakers include:  

    • Helen Souness: Pathway to the future 
    • Dr Hinemoa Elder: Māori stories for global learning and teaching  
    • Dr Stephen Holmes: Post-pandemic insights from international students and parents 
    • Yemi Penn: Igniting your rebellious curiosity 
    • Dr Paul Spoonley: International education in 30 years 
    • Bridget Williams: International education and the sustainable development goals 
    • Sharon Zollner: The national and global economic outlook for 2024 
    • Kaila Colbin: Future of education 

    The conference also includes a range of energising breakout sessions hosted by experts in the sector, centred on the themes of Marketing Smarts, Growing Global, Authentically Aotearoa and Fresh Offerings.  

    Breakouts include Excellent experiences – Spotlight on student experience insights hosted by Marie Clark and Ross Crosson, ChatGPT, now what? Pitfalls and opportunities of AI in student recruitment hosted by Audrey Voon, Ko wai koe? Building indigeneity into your internationalisation strategy hosted by Monique van Veen and The intersection of EdTech and traditional education hosted by an expert panel. 

    Check out the full programme here: https://www.nziec.co.nz/agenda  

    We look forward to seeing you at NZIEC KI TUA 2023, register today: https://www.nziec.co.nz/registration  

  • Find out more about what international students think about their NZ experience

    Director of Insights for Education New Zealand Manapou ki te Ao (ENZ), Marie Clark, and Student Experience Manager, Ross Crosson will be hosting a webinar on 22 August 2024 from 7-8pm NZST on the recently released 2024 Student Experience Survey results. The webinar is for anyone in our sector who is interested in delving more into the data.

    Marie and Ross will talk about the overall student experience for international students enrolled with a New Zealand education provider and where improvements can be made to enhance the international student experience. 

    You can register via the following link: https://enz.zoom.us/s/81600505051 

    If you can't make the live session, a recording will be available on Intellilab from Friday. 

    ENZ’s media release which includes links to the report and data sets can be found on our website - Rise in international students rating New Zealand experience positively » Education NZ (enz.govt.nz) .

  • ENZ Insights Webinar: New Zealander's Perceptions of International Students, 2024 Results Wednesday 20 November, 12:00-12:45

    Education New Zealand Manapou ki te Ao has been monitoring New Zealander’s perceptions of international students since 2016. 

    A thriving and sustainable international education sector needs the support and buy-in of New Zealanders. Join this webinar with Marie Clark, Director Insights, to hear the results of the November 2024 edition of the survey.   

    You will hear: 

    • The issues of most importance to New Zealanders 

    • Perceptions about New Zealand’s economy and what things are most important to improve it 

    • Perceptions of the social, cultural, and economic benefits of international education/students 

    • Perceptions about the number of international students in New Zealand 

    If you would like to attend this webinar, please register via this page - Microsoft Virtual Events Powered by Teams.

    This session will be recorded, and the slides and recording made available on Intellilab following the webinar.  

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