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Students, schools and agents connect in Viet Nam
Held over a week in late March, ENZ’s Regional Manager East Asia, Ben Burrowes, said the events were a chance to showcase New Zealand’s Future Proof education during Viet Nam’s key recruitment season.
Held in in Ho Chi Minh City and Hanoi, the fairs attracted nearly 700 students and parents – an almost eight percent increase on the 2018 fairs – to connect with more than 50 New Zealand education providers.
“As Viet Nam’s largest in-market promotional events, the fairs presented a wide range of New Zealand scholarships, including the inaugural New Zealand Schools Scholarships (NZSS) offered exclusively to Vietnamese students,” said Ben.
“To promote them, we organised for 31 New Zealand schools in the scheme to visit 20 local schools in Ho Chi Minh City and Hanoi before and after the fairs.
“The visits were a great opportunity for New Zealand schools not only to showcase their education offering to prospective students but to explore partnership opportunities with Vietnamese schools,” said Ben.
ENZ also hosted a School Strategy Workshop to provide New Zealand schools with insights into Vietnamese parent and student study decision-making processes, and different marketing and business development tactics for the market.
Karlene Davis (Left), Consul-General and ENZ CE Grant McPherson (Right) hit the ceremonial gong to open the ENZ Fair in Ho Chi Minh City.
The agent seminars in Ho Chi Minh City and Hanoi were also a success, with more than 75 local agents attending.
“Agent seminars play a key role in connecting New Zealand providers with capable education agents in the market. Getting to know the right agents is the very first step for New Zealand institutions to set their footprint in the market through agent network development,” said Ben.Viet Nam is a key market for international education in New Zealand. The number of Vietnamese students increased by 7 per cent in 2018 (34 per cent for the high school sector), with over 2,500 Vietnamese now studying in New Zealand.
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New Futures Need New Paths
New Futures Need New Paths launches on 15 April and runs for eight weeks.
This campaign builds on the messaging introduced in the 2018 Future Proof campaigns while moving towards the updated positioning of ENZ’s Think New brand, which is to be launched later this year.
We encourage New Zealand education providers and ENZ Recognised Agencies to leverage ENZ’s digital activity by utilising the campaign assets and key campaign messages/themes in your marketing activity. Campaign assets will be made available to download on The Brand Lab.
Campaign strategy
The overarching campaign message of New Futures Need New Paths is that a New Zealand education provides students with the skills required to excel in their future careers and create a positive impact in their world.
New Zealand attracts students who think differently, and we expect that this campaign story will resonate with these free-thinkers. Our teaching style and learning environment, alongside our unique cultural values, make us the perfect destination for students who wish to forge their own paths.
The campaign will go beyond an introduction to New Zealand as an education destination and will focus on telling a richer, more emotionally engaging story.
The campaign will focus on three strategic objectives:
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Target new audiences with the Think New brand messaging through the campaign story, to raise brand awareness globally.
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Engage with 'high intent' audiences who are already actively seeking out information about studying in New Zealand.
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Engage with ENZ’s existing prospective student audiences in our social media and database channels, inspiring them to take action and choose New Zealand.
Campaign messaging
The three key messages underpinning the campaign story and campaign content are:
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New Zealand excels at teaching skills required for the future: Skills such as creative thinking, problem-solving and collaboration have been identified as key to future success.
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New Zealand provides hands-on learning in an unlimited learning environment: Our teaching style is self-directed, interactive and connected both in and out of the classroom.
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New Zealand welcomes students who think differently: Our teaching style and learning environment, alongside our unique cultural values, make us the perfect destination for students who wish to forge their own, better paths.
Campaign content
ENZ is creating compelling content pieces that speak to the campaign theme and showcase New Zealand’s education strengths in helping students forge their own paths and prepare for the future.
Our three “hero” campaign videos feature international students all working towards their vision of a better future:
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Alexandra Lischka | Germany | AUT
Alexandra chose New Zealand because of the opportunities to work with internationally respected scientists in her field. Her research in marine biology will help us better understand connections between the marine food chain and human health.
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Enzo Rodriguez-Reyes | Ecuador | Massey University
Enzo worked on the Galapagos Islands for four years and witnessed first-hand what was happening as a result of climate change. That’s what brought him to New Zealand. He sees the country as one of the world leaders in conservation, and a place where he can follow his dream to save a dying species.
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Soheil Mohseni | Iran | Victoria University of Wellington
Soheil feels lucky to have access to all the top expertise and cutting-edge technology to carry out his research in renewable energy. He says he is helping shape a new path for humanity...one he hopes will transition us to a resilient, low-carbon economy, and a healthier planet.
How can New Futures Need New Skills help you?
The above stories as well as additional content assets will be available for education providers and ENZ Recognised Agencies to use in your own marketing.
A variety of content will be available to appeal across sectors and will come in a range of formats including videos, images, infographics and web banners.
These assets, alongside tips on how to leverage this campaign, will shortly be available on The Brand Lab for download.
As the campaign progresses, we will provide more information and updates via enz.govt.nz and E-News.
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India promotional season targets new cities
The ENZRA fairs took place in four new markets this year: Jaipur, Bangalore, Dehradun and Pune.
Jugnu Roy, ENZ’s Country Manager – India, said this offered a great opportunity to reach out to aspiring undergraduate and postgraduate students from new Indian markets.
“Indian families are increasingly choosing a New Zealand education as the best option for their children’s career paths. There was a 17% increase in Indian students enrolling at New Zealand universities in 2018, and a further 43% increase in first-time student visas in 2019.
“As part of the university strategy for India, our focus is on increasing awareness and enrolments at undergraduate levels, particularly amongst students who have traditionally been looking to the US, UK and Europe for their undergraduate degrees.”
In addition to the fairs, ENZ organised further activities for seven New Zealand universities. This included a roadshow to two prominent private schools in Delhi where they presented their strengths in the areas of business, engineering, science & technology, media, and art and design. This was followed by a high energy New Zealand-themed quiz show and some guest lectures by visiting academics from New Zealand universities.
ENZ also announced the first New Zealand Excellence Awards undergraduate package for Indian students, offering 18 scholarships worth $10,000 each to study at any one of the New Zealand’s universities. Applications close 10 June 2019.
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Global conference puts spotlight on student employability
More than 300 delegates from 35-plus countries will attend the conference, which is designed for new and experienced practitioners of academic work placement and experiential education.
This will be the first time the conference is held in Australia or New Zealand.
“We see the conference as an important opportunity to broaden our national conversation about employability for both domestic and international students,” said Brett Berquist, University of Auckland Director International.
“Employability is a key driver for international students choosing New Zealand. It’s also important for the growing number of Kiwis who are starting their ‘OE’ (overseas experience) during their university study.
“The GIC is a place for us to think about international mobility and the importance of employability outcomes for all students – as well as to network and learn from each other.”
A number of New Zealand tertiary providers are participating as well as hosting post-conference partnership visits.
Auckland Tourism, Events and Economic Development (ATEED) is the city sponsor for the conference and is moderating a New Zealand employer panel debate “Working with international students”.
ENZ is the country sponsor and will present new research, “Employer Perceptions of Hiring International Graduates”.
“We know that students want to have strong employability prospects after they graduate, whether they are back home, staying in New Zealand for some post-study work or in a third country,” said John Goulter, ENZ Acting Chief Executive.
The conference will cover an introductory track for those new to the field as well as latest research and trends, ideas for scaling up delivery and models for working with internship providers.
Among the presentations are topics on: “International Exposure at Home and Abroad: Employability gains through internships”; “The Connection Catalyst: Virtual internships for wider access to cultural fluency and employability”; and “Emerging Internship Destinations: Keys for developing employers’ most desired skills in recent graduates”.
“The GIC plays an integral part in exploring past, present and future trends,” said Brett.
“This year we have an important focus on the employability needs of international students, both in their country of study as well as supporting their return to their home market. This is a particularly important theme for New Zealand and Australian education providers.”
The conference will be held at the Owen G. Glenn Building, and receptions will be held at the Fale Pasifika, Auckland Town Hall, and the Auckland War Memorial Museum.
Founded in 1999, previous GIC conferences have been held in the US, Singapore, Ireland, Canada, Mexico, South Korea, Germany, and the Netherlands.
Registrations are currently open. For the full GIC programme see here: http://globalinternshipconference.org
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Tokyo teachers learn from New Zealand
The workshop was hosted by ENZ in collaboration with the Tokyo Metropolitan Board of Education, and facilitated by Dr Howard Youngs, Director of Auckland University of Technology (AUT) School of Education.
Misa Kitaoka, ENZ’s Senior Market Development Manager – Japan, said the interactive workshop on key values, social competencies and learning areas based on the New Zealand Curriculum, was a valuable experience for participating teachers.
“The most popular exercise among the teachers was the pepeha, where they introduced themselves by speaking in te reo Māori for the first time. The experience helped the teachers relate to and better understand their students who may not be native Japanese speakers.”
The workshop was particularly relevant to today’s Tokyo schools which are becoming increasingly diverse in terms of ethnicity and language, Misa said. This was particularly the case with the launch of the Tokyo Board of Education’s ‘Diverse Link Tokyo Edu’, a new learning initiative to promote inquiry-based learning with overseas institutions and organisations.
“I look forward to working with New Zealand providers to showcase the Kiwi classroom experience, and the way it highlights the uniqueness of the New Zealand curriculum, to complement our student recruitment work.”
Held in the last week of April, the workshop was also a way to acknowledge Japan’s new Reiwa era, which began on 1 May after Emperor Naruhito ascended the Chrysanthemum throne.
“Hosting an event around a new imperial era is of enormous significance in Japan, and Reiwa (which means beautiful harmony in Japanese) is said to reset the national mood,” Misa said.
Dr Youngs’ innovative workshop was featured in Japanese media, including Yomiuri Shimbun, one of Japan’s largest national newspapers.
Tokyo Metropolitan Board of Education’s Director of International Education, Ms Akiko Mori, said the workshop was a wonderful opportunity for Tokyo teachers to get a taste of the latest pedagogy from a New Zealand university through the board’s partnership with Education New Zealand.
“I have received great feedback from the participants and look forward to promoting more opportunities like this as part of the Diverse Link Tokyo Edu initiative,” she said.
Ms Mori will be speaking at the upcoming NZIEC to introduce new initiatives by the Tokyo Government to promote international education, global talent and leadership in Japan.
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ENZ Regional Partners Workshop lands in Queenstown
This was ENZ’s twelfth Regional Partners Workshop, coordinated under ENZ’s Regional Partnership Programme which aims to ensure that regions throughout New Zealand increasingly share the benefits of international education.
Jo Keane, ENZ Business Development Manager, said the workshops are a chance to bring together regional representatives of international education to receive professional development training and learn the latest news and updates from ENZ.
“ENZ is committed to the development of international education in the regions. We work closely with our Regional Partners across 15 regions to grow value, deliver an excellent student experience and create global citizenship opportunities – in line with the goals of the International Education Strategy.
“Of course, our regional partners need to ensure their local communities see the benefits of international education too. For this reason, a key focus of the latest workshop was empowering our regional representatives to ‘Tell the Story’ of international education in their communities, with a session on news media and communication skills.”
The group also heard presentations from representatives of Destination Queenstown, Queenstown Resort College and Queenstown Lakes District Council on the opportunities and challenges for the region across tourism, infrastructure and international education.
Representatives from the Secondary International Education Business Association (SIEBA) also presented, focussing on partnership with the regions.
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Major engagement for ENZ’s latest marketing campaign
ENZ’s first marketing campaign for 2019, New Futures Need New Paths, is focussed on expanding prospective international students’ understanding of New Zealand education and sharpening New Zealand’s brand position.
Because of this, the campaign has been designed to focus on engaging with target audiences, says Patrick Holden, ENZ’s Digital Media Project Manager.
“Already, we’ve had more than 21 million engagements with our digital paid media. This has come from 38.9 million viewers who have seen ENZ’s paid advertisements through a number of ad placements.
“We have seen an increased overall engagement rate of 12.60% compared to 8.43% for the previous Future Proof campaign, which is a great improvement! This is because we have tweaked the style and type of campaign content to that which best engages our student audience, including using new ad placements which uses custom-fit content tailored to different channels.”
The highest engagement has come from Korea, Germany and Japan. In an online website poll, more than 85% of users say they are ‘very likely’ or ‘somewhat likely’ to consider New Zealand as a study destination.
“While engagement is the campaign’s primary objective, we’re also achieving secondary objectives such as attracting new database leads, as a high volume of our audience are also engaging with our campaign landing page to find out more about studying in New Zealand,” said Patrick.
The campaign has been integrated with ENZ’s social audiences too. So far, the engagement has been positive.
A screenshot from the Study in New Zealand Facebook page.
Thank you to all our industry partners for collaborating with us on this campaign, in particular by sourcing talent.
The campaign will run until the end of May.
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Around the world in five
GLOBAL
Study abroad decision process is changing, with more factors at play
Peer reviews, virtual campus tours, videos, and cost of tuition and living becoming much more influential factors in students’ choice of study destinations.
CHINA
Students choosing from a wider pool of study destinations
While the US remains the top study destination for Chinese students, a growing number of students are choosing to study in the UK, Australia and Canada.
EUROPE
Europe a top destination for non-EU researchers
For many non-European Union scientists, a successful research project in Europe is a springboard to a career in their home country.
GLOBAL
Three ways artificial intelligence is transforming higher education
Chatbots for student support and wellbeing, robot teachers and changes to the research ecosystem are among the major ways in which artificial intelligence is transforming higher education.
TURKEY
Higher education authority lifts limit on international students
The Council of Higher Education has lifted the cap on the proportion of international students allowed to study at Turkish universities, with plans to formulate a strategic plan for international recruitment.
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Education influencer workshops in South & South East Asia
Held in April, the workshops were targeted at school counsellors and principals who work closely with students and were facilitated by academics from the University of Auckland (UoA) and Massey University.
More than 40 secondary schools participated in Thailand, sending 140 teachers, principals, heads of academic departments and English departments. In Indonesia, 250 school counsellors and principals took part while in India there were two sessions for private school counsellors and principals in Delhi and Mumbai.
ENZ’s Regional Manager East Asia, Ben Burrowes, said the workshops were a great opportunity to leverage New Zealand’s reputation for ‘educating for the future’.
“The training focused on how New Zealand schools act as a collaborative hub for school leaders, teachers, students, family, community and industry. It also looked at global data and trends for Generation Z and how education systems must adapt to meet their uncertain future, training attendees on how they might accelerate student learning outcomes.
“In each session, we delivered presentations on studying in New Zealand, equipping counsellors and principals with information to be better informed when discussing New Zealand as a study destination with students and parents.”
In Thailand, local provincial education offices joined the workshops to present school engagement plans, which inspired many schools to explore partnership initiatives and professional development programmes in New Zealand.
The Indonesian workshops were another hit and were even covered by local media highlighting New Zealand’s future-focussed and innovative delivery of education.
In India, the workshops included sessions about studying in New Zealand led by India representatives of New Zealand universities, as well as the professional development sessions delivered by academics from the UoA and Massey.
Attendees found the workshops informative, and offered ENZ and New Zealand university representatives an opportunity to establish relationships with premier Indian schools.
Thailand workshop
India workshop
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ENZ working with INZ
John Goulter, General Manager, Stakeholder and Communications, says “ENZ has been continuing to monitor international and domestic market reaction to student visa processing delays being experienced”.
John confirms “ENZ is working with INZ to find ways to help providers through the current situation. Both agencies have developed a joint work programme. High level deliverables have been agreed and detailed planning is underway”.
Priority areas for the work programme include an overarching plan focused on communicating what INZ is doing to address processing pressures and how INZ and ENZ can align activities to help providers deliver on the goals of the International Education Strategy – to attract high quality students – including:
- Information-sharing in relation to ENZ marketing strategies
- Developing visa application checklists to help students provide complete applications.
- Early communication of concerns/issues identified that could affect the sector (e.g. emerging immigration risks identified in markets, where appropriate)
- Co-developing market reports to help the sector with key information about priority markets
