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Marketing toolkits
On this page are links to a number of toolkits that you may find helpful as you look to market your education institution to international students.
Also, included are some toolkits to help you raise the profile and benefits of international education here in New Zealand.
Digital Boost
This is a free self-directed online learning platform, packed with short videos, live events and expert advice to help you grow your business and thrive in today's digital world. https://digitalboost.business.govt.nz/s/?language=en_NZ
NZ Story Toolkit
On this website, you will find free resources including images, footage, brand videos, infographics, presentations, research and how-to-guides to promote New Zealand offshore. New Zealand Story | New Zealand Story Group (nzstory.govt.nz)
Social Licence Toolkit
Check out ENZ's communications toolkit that helps you tell stories about the benefits of international education to New Zealanders. The significant impacts of COVID-19 mean international education needs increased public support to rebuild and recover, so it can help our country to do the same. By using unified messaging and telling shared stories, we can create a new international education story that captures the hearts and minds of the New Zealand public. Communicating the benefits of international education - toolkit | ENZ IntelliLab
Brand Lab
The ENZ Brand Lab is a rich source of images, videos and other marketing tools to help our industry partners promote New Zealand education. Home | Education NZ Brand Lab | The ENZ Brand Lab
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From the CE: Wishing you a Happy Lunar New Year and prosperous Year of the Dragon
The dragon is a majestic and lucky creature in folklore, symbolising bravery, creativity, and innovation. According to the Chinese horoscope, 2024 is a year full of potential and opportunities for personal growth, professional success, and social impact.
Potential. Opportunities for growth. Social impact. The Year of the Dragon is perfectly matched to international education in New Zealand.
Entering our second full year since the borders reopened, the good progress made in 2023 sets the platform for further growth in 2024. In November and December, Immigration New Zealand data tells us that the number of offshore applications exceeded all other months in 2023. While this is to be expected, it is without doubt a good sign for term one.
New Zealand’s reputation for delivering a quality education in a safe environment remains intact and attractive to learners.
This was further confirmed by the results of our student experience survey completed last year. It reported that 84% of international students rated their overall student experience positively. And that 83% of students would be likely to recommend New Zealand as a study destination compared to 81% in 2021.
I was also greatly heartened to see the results of our survey of New Zealanders’ attitudes to international education. It found that 75% of New Zealanders believe that international students benefit New Zealand. Specifically, New Zealanders were positive about the contribution international students make to local business during their study, their contribution to New Zealand’s cultural diversity and how they help local students learn about other ways of life.
This is a win-win. The learners are coming. They have a positive experience when they are here, and they are welcomed by the community for the contribution they make. In the Year of the Dragon this is confirmation of the potential and the social impact of international education.
Now we must turn that potential into reality, which is what the teams at ENZ are focused on working with you to deliver. International education at all levels is highly competitive, and potential does not just happen – even in the Year of the Dragon. In this edition of E-News you will learn about activities across all geographies and offices, and this week there is an ENZ delegation, comprising all eight universities, meeting important Government, agent and sector partners in India.
As I said in December, there is still much to do.
Ehara taku toa i te toa takitahi engari he toa takitini.
It is not the strength of one person alone, but the strength of many that contribute to our success.
Ngā mihi,
Linda Sissons
Acting Chief Executive -
From the Acting Chief Executive: Building global connections
Tēnā koutou katoa
Earlier this week the Prime Minister of the Socialist Republic of Viet Nam, His Excellency Phạm Minh Chính, made an official visit to New Zealand accompanied by a large delegation. Joining him was their Minister of Education and Training, Nguyen Kim Son. The visit was a timely opportunity to highlight our education cooperation with Viet Nam and to identify areas in which we can grow.
Viet Nam is a multi-sectored market for New Zealand’s international education sector and the fifth largest source country for international students.
I was delighted to witness first-hand the signing of an Education Engagement Arrangement (EEA) between New Zealand and Viet Nam, signed by our Minister for Tertiary Education and Skills, Hon Penny Simmonds, and Viet Nam’s Minister of Education and Training. This arrangement demonstrates to prospective students and their families that New Zealand is a partner of choice for the Vietnamese Government in the field of education, which aligns with the New Zealand Government’s priority to build a more resilient and sustainable sector. You can read more about the EEA and the signing event in this issue of E-News here.
Keeping with the theme of building global connections, last week I was pleased to meet with Ambassador Eduardo Saboia, the Secretary for Asia and Pacific at Brazil’s Ministry of Foreign Affairs (Itamaraty). Brazil is our largest partner in Latin America and prior to the COVID-19 pandemic, New Zealand welcomed over 3,000 Brazilian students. We know that Brazilian students are valued additions to New Zealand classrooms, and that Brazil has been a popular destination for the Prime Minister’s Scholarships for Latin America.
Last week we also received formal confirmation that Hon Penny Simmonds, Minister for Tertiary Education and Skills, will be the Minister responsible for international education and Education New Zealand Manapou ki te Ao.
Minister Simmonds is the Member of Parliament for Invercargill, elected in 2020. Prior to her election, Penny was Chief Executive of the Southern Institute of Technology (SIT) from 1997 to 2020.
The coalition Government has made clear its objective to double the value of exports in 10 years and we now await the Minister’s Letter of Expectations which will set out her detailed expectations for our work.
In closing, positive news to share is that international students are returning to New Zealand. The total number of international student visa holders, in and outside New Zealand is now 45,753 – that is a 171 percent increase since our borders reopened in August 2022 (16,853). The total number of visa holders in March 2024 is 68 percent of those in March 2020 (67,331), when the borders closed. It is heartwarming to see the beaming and excited faces of the new intake of international students joining their schools, universities, Polytech's, English language institutes, and other private training establishments in the gallery of student welcomes that has been compiled here.
After the challenges of recent years, it is a reason to celebrate.
Ngā mihi,
Linda Sissons
Acting Chief Executive
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Around the world in five
Australia
Risk ratings could 'damage' long term health of Australian education sector
The latest release of immigration risk ratings for international education providers in Australia has raised questions about the best approach to ensure the sustainability of the sector.
Brazil
The Brazilian outbound market is continuing to grow after a post-Covid boom with increases across several products and new destinations emerging, while the role of the agent has become even more important.
Canada
Canadian Immigration Minister Marc Miller has announced an official national cap allocation of study permit applications for this year.
United Kingdom
But what do international students think of these proposed policy changes, and to what extent is it really having an impact on their interest in studying in the UK?
Global
Is the drive for internationalisation grinding to a global halt? Entry to major HE providers is getting tougher just as pressure rises within universities to attract ever greater numbers of international students.
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Around the world in five
United Kingdom
UK: student visas down as dependent applications plummet
The UK Home Office has published data showing a large decline in student dependent applications since new legislation was introduced at the beginning of this year, as well as a fall in student visa applications.Australia
The Australian government has announced a legislative package with a series of new measures for the country’s international education sector. The measures include a cap on new international student enrolments, a prohibition on education providers holding ownership positions in education agencies, a ban on agent commissions for onshore student transfers, and more stringent oversight of education providers and agents alike.
India
Record immigration is colliding with housing crises across the world
India Times is reporting that countries like Canada and Australia are reevaluating their immigration policies to address the pressures on housing affordability and sustain economic growth.
United States
Agents worried over high US visa rejections for African students
International education actors in Africa are uniting with their US partners and activists to call on the study destination’s government to ‘rethink’ visa policies for African students.
SEA
Malaysia, Singapore & Thailand rise in THE Asia rankings
India has overtaken China as the second-most represented country in the Times Higher Education Asia University rankings 2024, with 91 universities compared with the neighbouring nation’s 86 institutions.
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International education front and centre during Prime Minister’s trade mission to SEA
From 14 to 20 April, New Zealand Prime Minister Rt Hon Christopher Luxon led a delegation of New Zealand business and government leaders to Singapore, Thailand, and the Philippines. Included in the delegation was Tracey Bridges, Board Chair of Education New Zealand Manapou ki te Ao (ENZ), who joined a small group of education sector representatives, as well as other New Zealand Inc partners, including New Zealand Trade and Enterprise and New Zealand Story.
ENZ’s offshore teams based in Singapore and Thailand played a pivotal role in organising and supporting the international education events, ensuring international education was front and centre throughout the visit.
Tracey said that it was pleasing to see that our sector received significant attention throughout the visit and that it played an important part in the New Zealand export story.
“Being part of this delegation gave ENZ the opportunity to reinforce the significant economic, social, cultural, and diplomatic value that international education brings to New Zealand.
“It was also a wonderful opportunity to underscore the importance of people-to-people links in strengthening bilateral relations. The delegation particularly enjoyed meeting so many New Zealand alumni and hearing how their New Zealand education has had a profound impact on their personal and professional success,” added Tracey.
Positive attention on our sector was achieved from the start when Massey University’s Vice-Chancellor Professor Jan Thomas signed an Enhanced Collaboration Agreement with Singapore’s PSB Academy’s Executive Chairman Viva Sinniah. This collaboration is a first for a New Zealand university and marks a significant expansion beyond traditional offshore teaching partnerships.
From Singapore, the delegation moved on to Thailand, where ENZ facilitated further international education events. Massey University signed a Memorandum of Understanding (MoU) with the Office of the Basic Education Commission (OBEC) under the Thai Ministry of Education. Under the MoU, Massey University in collaboration with ENZ will host in-market English training workshops for more than 100 Thai teachers under the supervision of OBEC in June 2023. This took place during a joint press conference at the Thai Government House, witnessed by the Rt Hon Christopher Luxon and Thai Prime Minister Srettha Thavisin.
ENZ Thailand, in partnership with Rajamagala University of Technology Phra Nakhon (RMUTP), then hosted New Zealand Member of Parliament Mr. Paulo Garcia, along with 27 delegates at the RMUTP campus for several cultural performances and tours. Later that afternoon, the ENZ Thailand team hosted a New Zealand Alumni Network event inviting the education representatives on the delegation, media representatives and 25 alumni who have all made substantial contributions to the bilateral relationship between New Zealand and Thailand.
ENZ’s Regional Director Asia (excluding China), Ben Burrowes said that Prime Minister Luxon engaged enthusiastically with the alumni and was able to see first-hand the role that international education plays in strengthening people-to-people connections around the world.
“During this event Prime Minister Luxon presented the Distinguished Service Awards to acknowledge the New Zealand Alumni Association in Thailand and the invaluable support it gives to international education.
“In addition to this Award, the Prime Minister presented an Eminent Alumni Award to a graduate who has made outstanding contributions to furthering bilateral ties between our two countries,” said Ben.
The Thai leg of the itinerary finished with a cocktail reception commemorating the Prime Minister’s visit. Over 400 guests representing various New Zealand Inc agencies, key local stakeholders from government agencies, educational institutions, private corporations, and education agents attended the event, reinforcing the close education ties between New Zealand and Thailand.
Lastly, the delegation travelled to the Philippines which for many members was their first visit. The time was effectively used here to engage with a number of ENZ’s key stakeholders invited to New Zealand Inc engagements across the programme.
At the close of the trip, Prime Minister Luxon said "the commercial announcements and deals between the delegation on the trip and counterparts in Singapore, Thailand, and the Philippines represent the growth of long-term, strategic partnerships.
"These relationships bind our countries closer together and deliver increased prosperity for all those involved."
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Malaysian students and NZ universities strengthen ties in series of education events
From 13 to 20 May, the Education New Zealand Manapou ki te Ao (ENZ) team in Malaysia supported a series of international education events across the country. The activities were co-funded with education agencies and were organised to raise awareness of the quality of New Zealand’s universities and the breadth of education opportunities for Malaysian students.
The initiative kicked-off with a series of education fairs held at MARA Colleges in Kuala Lumpur, Ledang, and Lenggong from 13 to 16 May. MARA (Majlis Amanah Rakyat) is the Malaysian Government Scholarship Provider and supports Malaysian students to pursue higher education at home or abroad. At these fairs, ENZ and participating New Zealand universities partnered with IDP to engage with diploma students from MARA who are looking to continue their bachelor's degrees overseas.
ENZ’s Market Manager for Indonesia and Malaysia, Naluri Bella (3rd from left), and education representatives delivered a session at Mara College in Lenggong, Perak, Malaysia.
ENZ followed this event by co-hosting another education fair in Kuala Lumpur with AECC Global Malaysia from 17 to 19 May. This event attracted approximately 100 enthusiastic students interested in pursuing undergraduate and postgraduate programmes at New Zealand universities.
Crowd at the Education New Zealand fair with AECC Global Malaysia on 18 May 2024 in Kuala Lumpur.
Prospective international students from East Malaysia were then offered the opportunity to learn more about studying in New Zealand at an information session in Kuching from 19 to 20 May. This session was held in collaboration with the city's leading education agency, MMS, and gave students valuable insights into New Zealand's academic landscape, empowering them with the knowledge to make informed decisions about their future education.
Study in New Zealand Information session at MMS office in Kuching, East Malaysia, 19 May 2024.
ENZ’s Regional Director, Asia (excluding China) and Acting General Manager of International, Ben Burrowes, highlighted the importance of conducting such events in Malaysia.
“Running student recruitment activities like these in Malaysia are a core part of ENZ’s strategy to promote diversity within New Zealand’s international student community.
“They also serve to foster cultural exchange and mutual growth, strengthening the enduring ties between our nations that were originally established through the Colombo Plan,” said Ben.
ENZ’s Market Manager for Indonesia and Malaysia, Naluri Bella, added that it was positive to see so much interest in learning more about studying in New Zealand from students right across the country.
“In an effort to broaden the reach of our recruitment efforts, ENZ and agents also connected with international schools in Malaysia. Our PR activity also gained traction with local media who shared details of our information sessions.
“This approach really underscores our commitment to fostering educational exchanges and facilitating pathways for Malaysian students to pursue higher education in New Zealand,” said Naluri.
School visit at Sayfol International School in Kuala Lumpur, 17 May 2024.
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NZ among top 10 preferred educational destination for Brazilian students
According to the latest survey by Belta (Brazilian Educational & Language Travel Association), New Zealand ranks seventh on the list of preferred educational destinations for Brazilian students. The survey interviews 836 students and 569 international education agents along with companies who work in the international education sector in Brazil.
Respondents who chose New Zealand said their choice was based on New Zealand’s excellent positions in various international rankings for quality of life, education, civil rights protection, government transparency, and women's safety/rights. Other factors are being able to study and work during the study programme, and New Zealand’s natural beauty and cultural attractions.
International education professionals attended the Belta survey launch event. Photo credit: Belta
According to the survey, the main objective of students participating in a study abroad program is to fulfil the dream of experiencing different countries and cultures (39.6%); the second is the interest in language studies (27.2%).
The majority (77%) of those who said they went abroad to learn a new language chose English when travelling. The quality of education is another reason cited by respondents who chose New Zealand. All universities in New Zealand are ranked among the top 2% in the world by major international indices, such as QS World Universities and THE – Times Higher Education.
Bruna de Natale, Education New Zealand Manapou ki te Ao (ENZ) Market Development Manager in Brazil, said, “The Belta survey is the most important source of consistently updated international education data in Brazil. It is very encouraging that Brazilians continue to perceive New Zealand as a safe, trusted and quality education to develop their academic and professional goals.,”.
The data from the Belta Survey 2024 reinforces the international Better Life Index, which measures variables that constitute the quality of life in countries of the Organization for Economic Co-operation and Development (OECD). In this survey, New Zealand is ranked as one of the best countries in the world to live in.
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Education links recognised during Prime Minister’s Trade Mission to Malaysia and Republic of Korea
Prime Minister Christopher Luxon’s recent Trade Mission to Malaysia and the Republic of Korea involved a wide range of education-related events. They proved the perfect opportunity to recognise New Zealand’s education cooperation with both host countries while also raising New Zealand’s education brand awareness. The events also highlighted the strong people-to-people connections that were started through international education and continue through links to alumni and the industries they have gone on to work in.
Prime Minister Christopher Luxon speaking at the New Zealand-Korea Education Partnership Ceremony in Seoul held on 5 September.
Representing our sector during the Mission was Professor Grant Edwards, Vice Chancellor of Lincoln University, and John van der Zwan, Executive Director of Schools International Education Business Association (SIEBA). Education New Zealand Manapou ki te Ao (ENZ) and NZ Inc agencies worked closely with the sector delegates on the education components of the Mission which included two education-related arrangement signings, education representatives at the two Gala Dinners, the Green Room with Influential Alumni event in Kuala Lumpur, and the New Zealand – Korea Education Partnership Ceremony in Seoul.
Professor Grant Edwards of Lincoln University with Prime Minister Christopher Luxon at the signing of a MOU with Universiti Putra Malaysia.
Joining the Mission for the education elements of the programme was ENZ’s Acting General Manager – International, Mr Ben Burrowes. Mr Burrowes said that having education representatives and dedicated education components feature strongly on the Prime Minister’s agenda supports the education sector with our brand awareness and elevates New Zealand’s reputation in these two important source countries for international students.
"During the series of events, Prime Minister Luxon highlighted the strong connections between our people that have been nurtured through education.
“At one of the alumni events in Malaysia which featured Malaysian alumni who are now influential leaders in politics, business, science, and education, Prime Minister Luxon spoke of the importance of such alumni networks in fostering these connections,” said Mr Burrowes.
While in Korea, ENZ’s Acting General Manager International, Ben Burrowes, provided an appreciation gift to our school sector partner, Seoul Metropolitan City Office of Education to recognise their commitment to supporting young learners through global citizenship initiatives.
Professor Edwards said that he found the discussions on trade and education with Malaysia and the Republic of Korea highly valuable.
“Lincoln University signed two significant agreements during the trip: firstly, we signed an MoU with Universiti Putra Malaysia to advance research collaboration in agriculture and food security, and then a second MOU with the Korea Agency of Education, Promotion and Information Service in Food, Agriculture, Forestry and Fisheries (EPIS) to support student training in specialised agricultural education programmes.
“The new agreements will broaden Lincoln University’s collaborations with international institutions and further expand Aotearoa New Zealand’s global education partnerships,” said Professor Edwards.
Professor Grant Edwards of Lincoln University with Prime Minister Christopher Luxon at the signing of a MOU with the Korea Agency of Education, Promotion and Information Service in Food, Agriculture, Forestry and Fisheries (EPIS) in Seoul.
Representing the school sector for the Republic of Korea leg of the Mission, John van der Zwan of SIEBA provided remarks at the education event on fostering school cooperation and participated in local education site visits after the Trade Mission programme concluded. Mr van der Zwan also visited a local education agency and a school in Seoul where he taught twenty years ago.
Executive Director of SIEBA Mr John van der Zwan speaking at the New Zealand-Korea Education Partnership Ceremony.
Mr van der Zwan said that the Trade Mission was a special opportunity to join with the Prime Minister to promote the New Zealand school sector for international education.
“Our schools are seen as world-leading, providing excellent education to students from the Republic of Korea. The education event organised by ENZ and attended by the Prime Minister was a highlight for SIEBA with important connections made with education officials looking to strengthen people-to-people links with schools in New Zealand,” said Mr van der Zwan
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Supporting PTEs to grow internationally
The recent 2024 ITENZ Conference in September provided the ideal platform for Sharon-May McCrostie, Acting General Manager of Sector Engagement for Education New Zealand Manapou ki te Ao (ENZ) to highlight some of ENZ’s work to support Private Training Establishments (PTEs).
Strengthening New Zealand’s reputation as a preferred destination for international students studying with PTEs by taking a collaborative approach with the subsector has been key, said Sharon-May.
“This includes how ENZ works with PTEs to develop the subsector by organising roadshows, in-market education fairs, events and webinars. We also have a strong pipeline of activity ahead, working with PTEs through strategic marketing, partnerships, capability building, with a focus on delivering high-quality educational experiences,” added Sharon-May.
The team at the ENZ booth during the 2024 ITENZ conference. From left Business Development Manager, Jane Yang, Coordinator Sector Engagement, Isabella Gunadjaja, Acting GM Sector Engagement, Sharon McCrostie, and GM Māori, Ed Tuari. Ed kick-started conference proceedings with an energising mihi whakatau.
During her presentation, Sharon-May highlighted four key points:
- Expanding recruitment efforts in key markets such as India, China, Viet Nam, Latin America, and the Philippines, will be incredibly important in the diversification of the international student base. This will also be vital in achieving the New Zealand government’s goal to double export earnings from international education to $4.4 billion by 2027 and meeting the student enrolment target of 85,000 by 2024/25 (up from 69,000).
- ENZ conducts targeted marketing campaigns that aim to boost visibility and awareness of a New Zealand education. Providers can leverage ENZ marketing support in their international journey through tools like BrandLab for developing promotional materials and AgentLab for connecting with education agents.
- ENZ provides valuable market insights through IntelliLab, offering data on trends, student preferences, and enrolment statistics to help providers make informed decisions.
- Lastly, to improve the student experience, ENZ provides resources such as NauMai NZ and conducts an annual Student Experience Survey, giving providers insights into how they can better meet the needs of international students.
Sharon-May ended by confirming ENZ’s commitment to the subsector.
“We are committed to providing ongoing support for PTE providers through research, resource and capability building. We look forward to continuing our efforts in supporting the growth of this very important part of New Zealand’s international education eco-system,” said Sharon-May.
