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Think New with FutureLearn
Quicklinks
About the campaign
Campaign messaging
Tips for promoting the campaign
Check out the Brand Lab to download and use campaign assets
About the campaign
Objectives
- Test an online-focused audience’s appetite for courses delivered under an NZ country brand
- Explore sector capability and willingness for generating and promoting online courses
- Test, understand and validate ENZ's role in the online education space
- Maintaining awareness of the NZ Education brand and NZ as an education destination in target markets
FutureLearn platform and courses
- New Zealand’s offerings include short courses from leading universities, English language schools, vocational PTEs, Institutes of Technology, and edtech educators including virtual reality developers and game designers.
- These not for credit courses are on average 6-8 hours long from providers across the sector.
- FutureLearn is a global online education platform jointly owned by the UK’s Open University and The SEEK Group with an existing community of approximately 15 million learners globally.
- These courses are available to learners (including teachers and educators) all over the world, including here in New Zealand.
FutureLearn is actively promoting this campaign in the following prototype markets:
- Thailand, Japan, Korea, China, India, Brazil, Indonesia, USA, Vietnam, Germany, UK, Colombia
In addition, ENZ will be promoting this opportunity to its global learner database, and through other owned channels, including website and social media.
Campaign messaging
By joining forces and sharing the same message, we can tell a stronger, more consistent story about the FutureLearn prototype, and the opportunity it represents.
The Campaign’s place in the wider strategy for international education
- ENZ is leading a programme of work that focuses on the diversification of international education products and services. It forms part of the Government’s Recovery Plan for International Education, under the “Transforming to a More Sustainable Future State” workstream.
- The New Zealand International Education Strategy, 2018 is clear in its goals for achieving a thriving and globally connected New Zealand through world-class international education.
- Goal 2 of the Strategy is Sustainable Growth - the international education sector flourishes through diversification of markets, people flows and innovative products and services.
Talking points for providers
- We are proud to be part of ENZ’s new pilot, launched with FutureLearn.
- This initiative will showcase a selection of taster courses from New Zealand providers to worldwide online learners, under the national Think New brand umbrella.
- The 12-month initiative launched 8 June and is part ENZ’s Diversifying Products and Services programme of work.
- By taking part, we are supporting the Government’s Recovery Plan for International Education.
Provider participation benefits
These messages are useful when talking about the campaign to other staff in your organisation- This initiative is an opportunity to further raise our profile to a global audience, benefiting from the exposure generated by FutureLearn and the ENZ-funded global campaign.
- We’re able to test a new recruitment and distribution channel at little cost.
- As providers, we receive notification of any further interest generated by these online courses, which could lead to further study opportunities – either online (on FutureLearn or elsewhere), or onshore when current border restrictions sufficiently ease.
- As part of the process FutureLearn worked alongside providers like us, supporting us while we created (or optimised) content for the platform.
- Standard membership fees are being waived by FutureLearn for this prototype.
- ENZ is also funding a global campaign via FutureLearn to promote the prototype.
More about FutureLearn
- FutureLearn offer courses from around 250 providers from around the world. These courses range from tasters to full online degrees.
- 15 million learners use the platform. Many (27%) users are UK-based but increasing numbers of learners across the globe are accessing FutureLearn.
Tips for promoting the campaign
By aligning our marketing activity, ENZ and providers can tell clear and consistent message about the online study courses available with FutureLearn and providers. Here are some tips to start promoting your FutureLearn courses on your channels:
Tip 1: Use the digital assets available in your promotions:
There are plenty of campaign assets designed with campaign messaging available for you to use now on The Brand Lab. Assets have been specifically created to use across websites, emails, social channels & other digital advertising.
Check out The Brand Lab to download and use images, animated tiles, email signatures, an editable ad template where you can feature your own logo and much more!
Tip 2: Share our FutureLearn & Online Learning blogs
We’ve created a blog for a learner audience to promote starting a New Zealand education online, through the FutureLearn product. Check out the blog here and share on your own social channels or website.
We also have supporting blog content written by students for learners thinking about online learning. You can also share this blog, and link to FutureLearn’s Study with New Zealand Online page
Tip 3: Follow and share FutureLearn’s posts on Study in New Zealand Facebook & Instagram channels
ENZ will be posting about New Zealand online study options on our Facebook and Instagram channels. You can easily share & repost this content on your own social channels to reach your own audience. This Facebook post is ready to share now.
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Auckland Agency Group progresses student well-being initiatives
AAG Chair Isabel Evans, Director of the Ministry of Education (MOE) in Auckland, says more than 60 per cent of international students currently study in Auckland.
“The AAG group was established to build cross-agency government leadership in the Auckland region,” she says.
“We also wanted to ensure that agencies on the ground in Auckland are collaborating effectively.”
Education members of the AAG include the MOE, Education New Zealand (ENZ), New Zealand Qualifications Authority (NZQA) and Tertiary Education Commission. Other government agencies include New Zealand Police, Ministry of Business, Innovation and Employment (MBIE), Immigration New Zealand, Ministry of Foreign Affairs and Trade, Ministry of Social Development and Office of Ethnic Communities, Waitemata and Auckland District Health Boards and the Human Rights Commission. Auckland economic growth agency ATEED also plays an important role.
Ms Evans said the AAG was involved in stakeholder engagement in August which contributed to a draft International Student Wellbeing Strategy.
“From this engagement, we identified a number of action areas. Since then, group members have been working on ways to improve the overall international student experience in Auckland, with the potential to roll these out nationally if successful.”
Below are some of the initiatives underway.
- ATEED and NZ Police are working on a refresh of a safety video for international students. While it will be filmed in Auckland, its messaging will apply to students nationally, and should be available from early 2017.
- ATEED is developing an International Student Experience programme in partnership with ENZ and industry partners.
- Several agencies are looking at ways to improve the information available to international students and their families. Students are seeking more information on such topics as the true cost of living, insurance and what it covers, employment rights, health services and New Zealand culture.
- Agencies are also looking at ways to provide more volunteer and internship opportunities for international students. ATEED and MBIE will also launch phase two of their job-ready graduate programme working with ICT grads specifically.
- Several agencies are looking at ways to better support international parents, particularly those accompanying children who are studying at primary school here. These parents can be isolated and lonely. This support can also extend to the homestay parents who host international students.
“These initiatives are a start, and the AAG members are enthusiastically collaborating to make sure that opportunities to enhance the international student experience are progressed,” says Ms Evans.
She says the AAG’s work is aimed to enhance the service that international students receive from their education provider, rather than replacing it.
For further information, please contact ENZ Acting Director, Student Experience, Sahinde Pala at Sahinde.pala@enz.govt.nz.
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Around the world in five - May 2022
International
NZ: fully open on July 31 and post-study work reforms announced
New Zealand to continue below Year 9 recruitment as government backs down
NZ consults on new strategy and plans promotional tour of Americas
New Zealand aims for 'high value' and diversity in refreshed strategy
New Zealand international education renews outward focus
Chinese student flows tipped to peak within five years
New Zealand
Chris Hipkins wants to diversify countries international students come from
International students group respond to 'backdoor to residency' comment
Long distance life: Three students navigating the pandemic far from whānau
International student market unlikely to recover quickly, agents warn
Chile
Learn about the benefits of traveling to New Zealand with the visa to study and work
China
China: Could lockdown fatigue influence outbound student mobility?
India
India simplifies procedures for foreign institution partnerships
Thailand
United States
Chris Hipkins wants to diversify the countries where international students come from
NZ consults on new strategy as gov’t plans promotional tour of Americas
Viet Nam
New Zealand ready to welcome Vietnamese students back two months earlier
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COVID-19: How ENZ is communicating to students, agents and providers
On our own channels, ENZ’s communications with students are focused on the following streams of work:
- Keeping students updated with official government information about the COVID-19 situation in New Zealand, and how this affects them
- Supporting international students who are in New Zealand through this difficult time, with content to keep them connected and support their wellbeing.
- Keeping New Zealand top of mind for prospective students and providing information about studying here, so we are well positioned to recruit new students when the crisis period is over and borders reopen.
Agents are a key audience for ENZ, as they are often a student’s first port of call when an issue comes up. Since February 2020, AgentLab has been our primary information channel for communicating with agents updates on COVID-19. The platform has 2,697 users, and has seen a surge in registrations (733 new) in the past three weeks alone.
We recognise that New Zealand education providers are also communicating with their international students regularly. ENZ hosts a dedicated COVID-19 page for education institutions and stakeholders, and has developed messaging for international students at both a tertiary and secondary school level that providers should feel free to recut for their own channels.
Finally, ENZ is communicating regularly with institutions and peak bodies through regular meetings and email updates.
What we’re doing on our student web platforms
NauMai NZ is our central information for hub for international students in New Zealand. Here, students can find out how to access healthcare, open a bank account, find a rental property, and more.
Since February, NauMai NZ has hosted a dedicated COVID-19 page that is regularly updated with key information relevant to international students.
Beyond immediate information updates, our content focus on NauMai NZ for the next few months will be on creating new content to support international students throughout their time in self-isolation and beyond. Wellbeing will be a key theme, as well as helping students stay connected through sharing their stories.
NauMai NZ COVID-19 information page
The Study in New Zealand website has a banner at the top and midway down the page that directs to the NauMai NZ COVID-19 info page.
Tohu the chatbot is available (who lives on the Study in New Zealand website, NauMai NZ and on Facebook Messenger) to answer a number of COVID-19 related queries.
What we’re doing on student-facing social media
Our strategy for our student social media pages is first and foremost to ensure COVID-19 information is easy to find for anyone who visits our social pages. Across our student-facing Facebook, Instagram, Twitter, Facebook Group and Weibo pages, we have ‘pinned’ informative posts and links directing to the NauMai NZ COVID-19 page, for up-to-date, relevant information. On WeChat, we have a site tab with regular updated COVID-19 information.
Over the coming weeks and months, our social media content will also focus primarily on supporting the wellbeing of current international students. We’ll be working with our Kiwi Ambassadors and other students to share their stories, experiences and tips, helping to keep students connected with each other.
Student emails
Most of the emails our marketing team sends out to students and prospective students are automated well in advance. It was therefore important for ENZ to review all of our emails to ensure they are relevant in the current national and international environment.
- We have paused all of our automated emails except enquiry emails that link prospective students through to institutions they are interested in.
- We have emailed our current student and prospective student databases to acknowledge the situation and link them through to the NauMai NZ COVID-19 page.
- Our key message here was that the safety and wellbeing of international students in New Zealand and New Zealand students who are overseas is our top priority at this time, and we look forward to welcoming new international students when borders reopen, and life starts getting back to normal.
- We will be considering our ongoing automated email stream options over the coming weeks, and re-assessing any necessary content changes.
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Student experience takes centre stage at NZIEC 2017
Delegates will gain insights from Study Auckland’s student experience transformation project, discover community support mechanisms to enhance your pastoral programmes and learn how to facilitate the successful education transitions of international students.
There are also sessions on how to foster collective leadership to encourage student wellbeing, how to challenge and motivate students, and how to equip yourself with teaching strategies to engage tertiary international students.
“We have the opportunity to deliver a unique and life-changing student experience in New Zealand,” says Hayley Shields, ENZ’s Student Experience Director.
“This year’s conference includes a broad range of sessions sharing best practice from around the country, and will be useful for institutions and regions seeking to enhance the experiences of international students throughout the student life cycle.”
This year’s conference also brings the voices of international students into the programme as never before. We will explore what current international students think about their New Zealand study experiences and learn from international student graduates about what worked and what didn’t as they transitioned to employment.
You’ll also find international students popping up throughout conference, including in Lian-Hong Brebner’s session ‘We just want to be included’.
Don’t forget to check out ISANA New Zealand’s breakout stream. ISANA have developed a comprehensive breakout programme with positive student experiences at the centre.
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Letter from the CE: Kiwis see the benefits of international education
The 2018 Perceptions research announced today tells us that an increasing number of Kiwis value the sector, which is great news. More New Zealanders can see how international students impact on more than just the education provider they are attached to.
Some of the key findings include that 73% of New Zealanders believe international education benefits New Zealand tourism, 62% believe it benefits our economy and 61% believe it benefits our international networks and trading connections.
These positive perceptions are growing – more New Zealanders noted these benefits than in previous years.
This is a fantastic result and reflects the hard work undertaken by education providers, regional bodies, government agencies, students and the many other champions of our sector who tell our story and showcase the many ways international education enhances our country.
The Perceptions research findings come on top of the $5.1 billion valuation announced last week, which places international education as New Zealand’s fourth largest export industry – one that also supports close to 50,000 jobs.
Taken together, these reports show an increased understanding among New Zealanders of how international education can help to build New Zealand's global linkages, fill skill shortages, enrich our cultural diversity and grow our regional economies.
I’m optimistic that this understanding will grow and, by looking to the International Education Strategy to guide us, our sector can continue to deliver for all New Zealanders and provide meaningful experiences for international students.
For more information on the Perceptions research, click here.
For more information on the economic valuation, click here.
Grant McPherson
Chief Executive, Education New Zealand
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International Education Conference reveals new pathways to success
The conference is an annual part of Study Auckland’s international education programme and featured speakers from throughout the industry including Ministry of Education, Education New Zealand, NZQA, The Mindlab, The University of Auckland, Auckland University of Technology, Howick College and Whitecliffe College of Arts and Design.
International Education Manager Debbie Chambers says the conference provided some interesting insights and direction for the industry.
“There’s some incredibly exciting things happening in the international education sector in Auckland with more institutions doing innovative things and thinking outside the box than ever before. It was great to be able to share some of these ideas and best practices throughout the day.”
The conference also presented the chance for ATEED to highlight its new structure and focus for international education emphasising the strategic importance of the industry to Auckland.
Part of this work to help grow the sector includes working in conjunction with Education New Zealand’s through its Regional Partnership Programme.
This exciting partnership will see ATEED deliver three key projects:
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Telling the Auckland Story – Pathways to success: ATEED will work with the Futures Group to provide institutions and stakeholders with multi-lingual and multi-media collateral and case studies to enable them to tell Regional Auckland’s education, employment and experiential pathway success stories.
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Enhancing the Student Experience: Facilitate a series of events that help international students, education institutions, and employers to connect and engage in order to match their respective needs
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Building Capability – New Product Development: Increase the capability of Auckland’s international education sector by helping them to identify a particular customer need and then develop a new education, tourism and cultural product, which will then be taken to a specific market to be sold.
Debbie says this year’s event really highlighted what an exciting time is to be working in the international education.
“It was heartening to see the support we have from the sector with such a great turnout of attendees and there was a real buzz throughout the whole day. You could see people were hungry for information, new ideas and ways they could work together and share best practice,” she says.
“It was awesome to have our student ambassadors on stage. Hearing their stories about their lives in Auckland and knowing that their lives have been changed for the better as a result of studying here makes all the work we do worthwhile.”
The Director of Marketing at ACG, Kim Harase, says, “The best Study Auckland Conference to date. It had the right mix of presentations, ranging from government agency updates to industry best practice and student experience. There was something for everyone and the Study Auckland team did an excellent job with the organisation of the event."
Diocesan Director of International Students Simone Clark says, “It was a terrific opportunity to hear from those who are passionate about International Education and appreciate its importance to Auckland. Student satisfaction is key; it is vital that their expectations are met – not only at their chosen educational institution but in their overall experience of Auckland. The panel of current International students and their candid, honest feedback was a highlight for me.”
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Around the world in five: E-News February 2022
International
Has the pandemic redirected international student flows forever?
Survey: Covid-19 ‘significant’ impact on wellbeing
New Zealand
New Zealand has ‘continued interest from PhD students’ despite delays in border reopening: expert
Australia
Early signs of international student numbers rebounding (universityworldnews.com)
“They are missing, we miss them”: Plan to bolster city’s student reputation
Unlimited work hours for international students ‘could damage’ Australian reputation
Canberra announces Maitri initiatives to support Indian students at top Australian unis
India
How Omicron has affected the vision of studying abroad for students
United Kingdom
UK hits target of 600k international HE students 10 years early
The English test that ruined thousands of lives
Make immigration rules work for universities, expert says
United States
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NZIEC 2018: Theme and call for speakers
ENZ warmly welcomes presentation proposals from across the global international education industry for the 27th NZIEC. Submissions are welcome on any topic relating to the international education industry. Check out the guidelines for presenters and submit your proposal on the NZIEC website. Our call for speakers closes on Friday16 March 2018.
Conference theme: Inspiring Global Citizens
‘We must no longer consider ourselves
as citizens of the cities or countries in which we live,
but we must consider ourselves citizens of the globe.’In this time of rapid change and globalisation, international education has a vital role in equipping our society with the skills needed for the future. New Zealand is ideally placed to address this need. We rank first in The Economist Intelligence Unit’s Worldwide Educating for the FutureIndex for our ability to equip our young leaders with the critical thinking, collaboration and global awareness skills they need to succeed in an increasingly internationalised and technology-driven world.
The 27th New Zealand International Education Conference and Expo (NZIEC) will explore how international education can build on this strength to equip and inspire our students, educators and professionals to become the new wave of global influencers and leaders. Our international education industry can help change the world.NZIEC 2018 will explore the following questions:
- How do we inspire and develop the next generation of global citizens?
- How can we harness technology to enhance our international education marketing, offering and practices?
- How can we forge leading-edge education products, services and technologies that will be in-demand in existing and future global markets?
- How can we connect the value of international education to our diverse communities?
- How can we work together to ensure international education contributes to New Zealand’s future development?
NZIEC 2018 will feature five breakout streams. Check them out here.
About NZIEC 2018
The New Zealand International Education Conference and Expo is the annual conference for New Zealand’s international education industry. NZIEC 2018 will be held at Te Papa Tongarewa on Thursday 9 and Friday 10 August and is expected to attract 700 delegates. Registration will open in May 2017. For more information, check out www.nziec.co.nz. We hope to see you there!
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Keeping international students at the forefront of the RoVE conversation
ENZ has an important role in the implementation of the NZIST. We are tasked with ensuring the international education voice is heard and considered; supporting the vocational education sector during the transition; and helping shape the long-term plan for the NZIST international offering.
ENZ recently hosted a communications workshop with government agencies, the IST Establishment Unit and RoVE communications professionals to discuss the potential impact the vocational education reforms may have on international students and the international education sector.
The outcomes of the workshop included an international education focused communications approach that will consist of articles for overseas media, tailored updates for agents and students, and supporting brochures and factsheets. These will ensure international students and their support networks, which includes agents, family members and international office staff, receive relevant, timely information on the transition to the NZIST and feel confident that they know what it means for them and that New Zealand remains the best place for them to study.
ENZ’s Kaylee Butters is currently on secondment to the role of Director, IST Implementation. This role is focused on developing a comprehensive marketing programme to support the vocational education sector during the transition to NZIST, and helping shape the long-term brand positioning of the institute internationally.
“ENZ is excited by the opportunity to support the sector and the NZIST in these crucial stages of development,” Kaylee says. “We see this as an incredible chance to market New Zealand’s vocational education offering internationally under a strong, unified national brand.”
The short-term plan will leverage ENZ’s existing channels and platforms to communicate a clear and confident message to prospective international students, agents and partners. The goal is to continue to attract high-calibre learners to the ITP sector with key messaging and content that aligns with ENZ’s Think New brand.
Long-term, ENZ has an opportunity to work with the NZIST and other Government agencies to design a customised and competitive ‘package’ for international students.
To assist with the day one requirements of the NZIST, ENZ is also supporting the development of the institute's new website. ENZ has developed a student-facing digital ecosystem with award-winning digital marketing capability, business intelligence and Government-level security. ENZ is able to leverage crown investment by using www.studyinnewzealand.govt.nz as a foundation to build a new digital platform tailored to the ITP and ITO sector. We can also support the sector by sharing our learning to ensure the best possible user experience and customer journey for all international and domestic students.
