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Business development
Advice is available to help organisations take advantage of the potential for growth in the international education market.
Organisations can take advantage of the advice and support offered by the following services and support for their sector.
On this page:
SIEBA
The Schools International Education Business Association (SIEBA) aims to provide leadership, increased business capability, greater collaboration and stronger representation for New Zealand schools in the international education sector.
Strategic roadmaps
New Zealand’s international education industry has developed strategic roadmaps to guide its future growth to 2025. The roadmaps contain ‘strategic choices’ and ‘specific actions’ that are key to achieving success.
There are roadmaps for individual sectors as well as an overall roadmap for the industry. Find out more here.
Strategy advice
With extensive experience of teaching, marketing and recruiting international students, ENZ’s business development managers give advice to help organisations shape their international growth strategies.
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Site reading
And that each website and digital resources helps our international education industry reach hundreds of thousands of international students and parents, education agents, education providers and exporters and people involved in education each year. Monthly visitors to Education New Zealand’s (ENZ’s) websites studyinnewzealand.com and educationnz.govt.nz, total 184,036 and 5,826 respectively. In the three weeks that it has been live The Brand Lab has attracted 2,656 visits, and growing.
Across government, international education now features in a number of ways. We’ll take a look at each of these in turn, and then provide a couple of examples of how you can use these resources to help make connections, enhance your marketing and, ultimately, grow your business.
Studyinnewzealand.com The site studyinnewzealand.com replaces newzealandeducated.com and is designed as a place for international students and parents to find information about the unique benefits of studying in New Zealand. Its ultimate purpose is to drive quality traffic to the websites of New Zealand institutions and those of education agents. Visitors to this website can read about what it’s like to learn, live and work in New Zealand, and get practical information on getting started i.e. getting in touch with an institution or contacting an education agent.
The New Zealand Education Story video is a feature of this site.
Educationnz.govt.nz ENZ’s industry website is educationnz.govt.nz and its purpose is to provide you with information, news, research and an event calendar to support your knowledge of trends and opportunities, and upcoming marketing events and activities.
The Brand Lab The Brand Lab is a sub-domain of educationnz.govt.nz and is a veritable treasure trove of easily-accessed tools and resources – including The New Zealand Education Story – you can use to enhance the marketing of your institution, programme, product or service.
New Zealand.com New Zealand education also features prominently – alongside Tourism New Zealand, New Zealand Trade & Enterprise, Immigration New Zealand – on the homepage of newzealand.com, a site managed by Tourism New Zealand.
The purpose of this site is to provide a gateway through which anyone who is interested in finding out more about New Zealand – as a tourist destination, as a place to do business, as a place to live and work and, most significantly for you, a place to study – can find the information they need. The newzealand.com website also has a link to The New Zealand Story.
The New Zealand Story – a film tells the world about the best New Zealand has to offer – can be viewed and downloaded through this site. Education features strongly in The New Zealand Story, particularly in its third chapter ‘Open Minds’.
newzealand.com is delivering hundreds of new visitors daily to studyinnewzealand.com.
The New Zealand Story also has an asset library that provides tools and resources to assist New Zealand exporters in telling a clear and consistent message about New Zealand to their international audiences.
Summary In summary, the site and film that tells the story of New Zealand as a whole are newzealand.com and The New Zealand Story.
The sister site and film to these – those that tell the story of New Zealand education as a whole – are studyinnewzealand.com and The New Zealand Education Story. These sites, along with the tools and resources provided in The Brand Lab, are designed to help you – our international education industry – tell a clear and consistent story of the unique benefits of New Zealand education to your audience. This paves the way for you to follow with the distinctive attributes of your particular education offering.
Providing you with information and news on marketing activities and events, research, trends and opportunities for professional development is ENZ’s corporate website educationnz.govt.nz
ENZ welcomes ideas and feedback on our digital platforms. Please contact Kathryn McCarrison (General Manager Marketing & Channel Development) at Kathryn.McCarrison@enz.govt.nz
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Hawke's Bay pilots regional approach
This follows the development of an international education growth strategy for the region and is expected to achieve growth in the value of international students in the region – up to 25 percent by mid-2017.
ENZ Business Development Manager Mary Camp says, “The pilot is part of ENZ’s Regional Partnership Programme, and will deliver key outcomes from the strategic roadmaps developed by the international education industry in 2014. ENZ is committed to supporting the development and growth of international education in the regions of New Zealand.”
The funding is being used to create a role to implement the Hawkes Bay International Education Strategy. Stephanie Kennard has recently been appointed to that role, working alongside Vicki Berkahn who has led the project through the initial stages. Stephanie says, “The Education Hawke’s Bay initiative will provide schools and institutions alike with the ability to collaborate and create real growth. I am looking forward to working alongside the members and the fantastic institutions they represent.”
The first phase of the pilot will deliver activities including a Japanese agent tour, market research, the translation of marketing material and the set-up of a revenue monitoring framework. It will also scope the development of shared services such as management of value-added homestay packages and adventure education experiences.
Hastings District Council has taken a strong leadership role. Economic and Social Development Manager Steve Breen says, “Progressing the collaborative aspect of regional economic development is something where Hastings District Council can add value. International student attraction is a key project for our region’s economic development.”
Education Hawkes Bay anticipates the business model will be self-sustaining by the end of 2017. ENZ will share successful elements of the model in other regions.
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ENZ makes new friends with Kea
Kea helps New Zealanders living offshore to connect with home and with one another, and to share and use their global experience, knowledge and opportunities. It has recently broadened its network to include “friends of New Zealand”.
ENZ sees Kea as another way to link international students and New Zealand educated alumni around the world – and for them to stay in touch with New Zealand and the wider international Kiwi community long after they have returned to their country.
“The partnership will help to grow our network of alumni – our champions of New Zealand’s Education Story – and will provide a way for all current and former students to stay connected to New Zealand,” according to ENZ’s General Manager Marketing and Channel Development Hannah Lee-Darboe.
“Our alumni are really important for their authentic, word-of-mouth recommendations about studying in New Zealand and how important international education is for cultivating long-term global connections,” according to Hannah.
ENZ will help Kea find people to add to Kea’s network and communicate and engage with this audience via Kea.
“This partnership makes so much sense, Kea’s Chief Executive Craig Donaldson said. “Kea’s global network enables students to stay connected to New Zealand after they leave, while it provides an easy way of interacting with alumni and current international students.”
Kea and ENZ are also partnering to develop an international education version of Kea’s World Class New Zealanders (WCNZ) network in South East Asia. WCNZ is made up of high profile industry leaders and includes the likes of Mark D’Arcy, Director of Creative Solutions at Facebook, and London-based jewellery and accessories designer Amanda Allen, whose work appears in Harpers and Vogue.
Kea and ENZ are currently seeking nominations of high profile New Zealand educated international alumni residing in South East Asia to be a part of this very prestigious network. Please send through nominations (name, what and when they studied, brief resume) to Hannah.lee-darboe@enz.govt.nz by May 15 2015.
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Canterbury launches Strategy Leadership Accord
The Accord represents a commitment to grow the social, cultural and economic value of international education in the region over the next 10 years.
The strategy vision is that Canterbury is a “a globally connected region for international education with education and training that leads to enhanced student opportunities and outcomes with enduring benefits for the community”.
This will be achieved through:
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Strong industry leadership via the Accord
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Building partnership with government, iwi and other sectors
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Building a regional value proposition and strong international partnership in key markets
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Developing flagship programmes in areas of regional strength
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Developing pathways through school, higher education and employment in areas of regional strength
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Enhancing the student experience through developing a regional qual-mark for international education providers
At the launch function this week, Michaela Blacklock, General Manager for Business and Sector Development at Canterbury Development Corporation (CDC) noted:
“CDC believes that Christchurch’s international connectedness is critical to growing a strong economy which contributes to a better quality of life for people living in the region. We recognise both the economic and social benefits to Christchurch and Canterbury from a strong international education sector.”
The Leadership Accord has appointed Murray Strong as the Independent Chairperson, charged with overseeing the implementation of the strategy.
“It is important that we build on the industry cohesion and momentum gained during the post-earthquake period, which may be lost if there is no medium-term strategy to provide focus - the real work starts now.” says Murray Strong.
The strategy development process was funded by Education New Zealand and facilitated by Canterbury Development Corporation, the Christchurch City Council economic development agency.
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Latin America a focus
The education opportunities for New Zealand in the nation of 46 million were highlighted in the Embassy announcement, which came as the Government outlined an update on their trade strategy yesterday.
Broadening New Zealand’s export markets in South America and South East Asia was a key theme of the update of the Business Growth Agenda (BGA) 2015/16.
The BGA is a programme of work that supports the growth of New Zealand businesses by delivering initiatives and policy reforms that help create a more productive and competitive economy. The BGA focuses on six key “ingredients” businesses need to grow: Export markets, innovation, infrastructure, skilled and safe workplaces, natural resources, and capital. Each of these has its own programme of work.
International education is seen as a key pillar in the ‘Export Markets’ work stream in the BGA and the action points for the sector are:
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Expanding the Prime Minister’s Scholarships to Asia to include Prime Minister’s Scholarships to Latin America.
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Using the International Education Growth Fund to support the growth of revenue from education and training delivered offshore.
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Expanding the Education New Zealand Regional Partnership Programme to accelerate the growth of international education regionally.
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Leveraging international alumni linkages to lift the skills of our international workforce in the public and private sector.
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Reviewing ENZ to ensure it continues to be fit for purpose and is well placed to achieve the international education industry’s medium-term goals.
Follow this link to download copies of the Business Growth Agenda: Towards 2025 reports.
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International Student Barometer results
In the 15 April issue of E-News we reported on the results of the International Student Barometer (ISB) survey of international students studying in the English language and PTE sectors.
ENZ commissioned ISB surveys of students at universities and Institutes of Technology and Polytechnics (ITP) to investigate the decision-making, expectations, perceptions and experiences of over 8,000 international students enrolled with these providers.
The surveys feature a global benchmark which indicate how New Zealand compares to other countries offering similar levels of study. Satisfaction can also be compared to previous ISB surveys in 2008, 2009, 2011 and 2013.
The good news is that overall satisfaction in the university and ITP sectors is high.
Eighty-eight percent of ITP students surveyed were satisfied with their experience. This on par with the global benchmark and the 2013 survey. ITP students showing the highest satisfaction level were from South Africa (100 percent), Nepal (98 percent) and Sri Lanka (96 percent).
Satisfaction at universities is also in line with the global benchmark, improving by two percent since 2013, to reach 90 percent. University students who were the most satisfied with their experience included those from Sri Lanka (98 percent), Tonga (96 percent), and England (95 percent).
Across the board, four out of five students would recommend their institution to other students thinking of studying there.
It’s worth noting that overall satisfaction levels vary noticeably by institution and by nationality. Each institution has received their own results to analyse and help inform the development of services and support for their student cohorts. It is important for institutions to be aware of their students’ expectations and needs - in particular, understanding and addressing the needs of the 20 percent of students who would not recommend their institution to others.
Generally speaking, the areas with lowest student satisfaction tend to be around costs, employment/employability and social life; many elements of which are issues for international students globally, not just in New Zealand.
One particular point for New Zealand institutions to keep in mind is the relatively high importance students place on employment/employability factors – both during and after study. Focusing attention on aspects such as work experience and placements, learning that facilitates students’ employability, and careers advice, will help avoid a mismatch between expectations and reality in this area. It will also boost the reputations of both the institution and New Zealand education.
You can read the ISB ITP summary report and sector presentation.
Read the ISB university summary report and sector presentation.
i-Graduate’s New Zealand Director, Kyla Steenhart, presented overall findings from the ISB surveys at the New Zealand International Education Conference 2015 in Hamilton in August. Check out her presentation regarding all four sector surveys here.
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Talkin’ ‘bout a Generation
Around 300,000 US students study overseas each year, and, recognising the value of international education, the US has strong plans to increase this number. Last year the Institute of International Education (IIE) launched the Generation Study Abroad initiative, which aims to have 600,000 US students studying overseas by the end of this decade.
In April last year, ENZ committed as a foreign government partner to the initiative, and pledged to double the number of US students studying in New Zealand by 2020 (in 2014, there were almost 2,500 US students enrolled at New Zealand institutions).
The inaugural Summit on Generation Study Abroad was held in Washington, D.C. in October. As part of the New Zealand commitment to the Generation Study Abroad initiative, ENZ hosted one of four official receptions at the New Zealand Embassy.
Four New Zealand universities, Waikato, Auckland, Otago and Canterbury, attended the Summit.
“Being asked to host a Summit reception was a recognition of the strong support New Zealand has given to the Generation Study Abroad initiative,” said Amy Rutherford, International Market Manager, North America.
“The US wants to increase the number of its students studying abroad at all levels – including from schools, community colleges and universities – and New Zealand is well-positioned to work with US institutions to host US students.”
The second IIE Summit on Generation Study Abroad will take place in Washington, DC in September/October 2016. Check here for more details.
If you’re interested in becoming an official commitment partner to the Generation Study Abroad initiative, email Amy at amy.rutherford@enz.govt.nz
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New portal shows students around New Zealand
The Study in New Zealand website will soon have a regions portal to show international students what it would be like to study, live and work in different parts of New Zealand.
Students will be able to access information, search options, maps and interactive tools about New Zealand, which is divided into 15 regions for the purposes of this project.
The portal aims to increase referrals from Study in New Zealand to institutions and regional cluster websites around the country.
The Study in New Zealand website already has a New Zealand regions section showcasing tourism attractions, but it isn’t targeted to meet the needs and interests of students. The new portal, to be launched in July, will focus on letting students know about specific advantages of studying, living and working in each regions.
Education New Zealand (ENZ) worked in partnership with our regional network of representatives to identify value propositions for each region. We also set up a Regional Reference Group, consulting the group at every stage of the project.
The project is part of the Regional Partnership Programme, launched in 2013 to support the development and growth of international education in selected regions.
It contributes to one of ENZ’s key Statement of Intent targets which sets out to ‘increase the proportion of international students enrolled to study in regions outside of Auckland’.
Our new regions portal taps into a trend highlighted in a recent ICEF Monitor article, which highlights that location is an important factor in the decision to study abroad.
ICEF Monitor reported that international students considering an education institution look closely at the city or town’s key offerings including weather, cultural and recreation opportunities before committing to study there. The article used New Zealand as an example, referring to our ‘notable destination marketing-based campaign’.
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International education gets $444,000 boost in co-funding
The IEGF is designed to help New Zealand’s education providers achieve growth by boosting bold, innovative ideas to maximise international education opportunities.
“The 2016 round of the IEGF brought applications from around the country, building on a sustained period of growth in international students choosing New Zealand as their study destination,” said ENZ Chief Executive Grant McPherson.
“We are particularly keen to see further growth across New Zealand so it is encouraging that more than two thirds of the innovative projects awarded funding are from education providers in the regions.”
Successful projects range from a fully integrated literacy programme in the United States, and the development of school-to-university pathway programme with middle schools in Changzhou, China, to the establishment of institutional relationships with selected Norwegian institutions.
Massey University is collaborating with the University of California at Davis to develop a world-class training programme in oiled wildlife response.
AFS Intercultural Programmes New Zealand is working with intermediate schools in Wellington to deliver a short programme for Chinese students which has a strong intercultural component.
“It is vital for New Zealand to continue to build on our international connections and ensure our young people are equipped with the cultural capability to study, live and work in the increasingly interconnected world we live in,” said Mr McPherson.
“Market diversification is key to the sustainable growth of international education. We welcome education providers exploring new avenues and looking to expand into new markets. Over half of the successful recipients are targeting more than one market while others are setting out to widen their reach to include US, Germany, Norway and Japan,” he said.
Matched funding worth up to $50,000 is open to all quality education providers, peak bodies, and businesses that offer education services or products internationally. The application process is competitive with preference given to bold approaches to growing the international education industry. In this latest round, 49 applications were received.
For a list of the successful recipients, click here.
