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Chinese and Korean education agents visit New Zealand
The famil visit focused on promoting schools in Canterbury and Southland.
ENZ’s Marketing Development Manager – China, Jane Liu, said the famil was successful in developing the agents’ understanding of the study offerings in these South Island regions.
“The agents came away better informed and confident about promoting these regions to students and to their colleagues,” Jane said.
“Most of the agents had never been to New Zealand before. They were strongly impressed by what they saw and experienced. Throughout the trip, they identified key marketing messages for the schools, towns and cities they visited and used social media to share their experiences.”
ENZ’s International Market Manager, Ross Fisher, said the agents shared valuable feedback after the visit and had already started using marketing collateral and information gathered during the visit for student and parent counselling, education events and staff training in their agencies.
“New Zealand appealed to them for the way in which it offers quality education in an open and welcoming environment. One of the agents even commented how it is a place that helps students ‘calm down and focus on study’,” Ross said.
“It was fantastic to have this feedback and to know that they are feeling a lot more confident about promoting New Zealand schools in China and Korea.”
The importance that New Zealand schools place on teaching and respecting Māori culture made an impression on the Korean agents.
ENZ’s Senior Market Development Manager – Korea, Kay Lee, said one agent was particularly impressed with how Māori culture is woven through the school curriculum.
“He said New Zealanders’ open and inclusive attitude was one of the key reasons to consider studying in New Zealand.”
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Around the world in five
GLOBAL
Becoming a global citizen – The power of an arts and social sciences degree
Computers may have speed, precision and data on their side, but how about creativity?
US
Bill aims to keep international student STEM talent in the US
Four senators have introduced a bill to remove “unfair barriers” for science, technology, engineering and mathematics (STEM) educated international students who want to work in the United States after completing their advanced degrees.
CHINA
Safety as crucial as rankings for study abroad
Students from China are as concerned about the safety of a study destination as they are about its education quality, according to the latest Beijing Overseas Study Service Association report.
JAPAN
New policy allows international students to launch businesses
International students in Japan can now apply for a special visa that will let them launch a business, a government measure that will be part of a new growth strategy for the country.
INDIA
Why the number of Indian students going to Britain is rising again
Post-Brexit, a number of UK government-led policies are making it easier for international students from India to choose postgraduate study in the UK.
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What Kiwi employers value in New Zealand-educated international graduates
A new research report published by ENZ looks into Kiwi employers from small to medium-sized (SME) businesses to show what they most value in New Zealand-educated international graduates.
The report, Employer Perceptions of Hiring International Graduates, was launched today at the Global Internship Conference, hosted by the University of Auckland.
The research looked into the hiring practices, pressures and opportunities for employers from SME businesses, which make up 97 percent of enterprise in New Zealand.
ENZ Chief Executive Grant McPherson said the research identified two key areas of New Zealand-educated international graduates’ value to Kiwi SMEs.
“One was the keen attitude of international graduates, which is defined as positively contributing to work outputs; and the graduates’ multicultural energy, which is seen as positively contributing to workplace morale,” McPherson said.
Characteristics associated with a keen attitude include perseverance, earned success, drive and willingness to take on tasks, while those associated with multi-cultural energy include an energising effect and the fostering of creativity and innovation.
“Research we have commissioned previously highlighted the importance that international students place on post-study work and career opportunities and outcomes, and how central this is to a successful overall student experience.
“This research showed that some students find New Zealand poses some challenges in this area,” McPherson said.
The research involved in-depth interviews with SME employers from a range of industries across New Zealand from Whangarei to Dunedin, and a further half-day workshop. The focus was on international graduates who have a post-study work rights visa within current immigration settings.
“There are clearly opportunities to improve employment outcomes for New Zealand-educated international graduates,” he said.
“ENZ is planning to re-define the perceived value of New Zealand-educated international graduates in the eyes of New Zealand employers, based on the research findings.”
Employability is a theme that sits across all three of the goals in the New Zealand International Education Strategy 2018-2030, launched in August last year.
For a full version of the report – see here: Employer Perceptions of Hiring International Graduates.
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Sustainable growth for schools
Industry experts shared their vision of sustainable school growth at NZIEC.
Why should students choose your school?
Dr Stephen Holmes, founder and Principal of The 5Rs Partnership, says the international school landscape is compelling for students.
He believes New Zealand schools will benefit from having clear, distinctive positioning.
“Find a cogent and compelling reason for your audiences to choose your school over others,” he says.
Stephen’s top tips include:
- Find your school’s intrinsic strengths rather than trying to be everything to everybody. “Don’t give me 50 reasons to choose you – give me three reasons to choose you.”
- Communicate substance – teaching, pedagogy, curriculum and staff.
- Back up your claims with evidence of the impact you have on students.
- Make sure staff are engaged with your messaging, so the rhetoric is backed up by the delivery.
- Focus on reputation and co-brands (affiliations, partnerships; who goes to your school).
- Word of mouth has more impact than traditional marketing. Parents, staff and former students are all important advocates.
How to promote internationalism
For John van der Zwan, Executive Director of SIEBA, internationalisation is a powerful driver for student recruitment and an essential element of future-focused education.
He says the aim of internationalisation is to help students become culturally competent and globally ready.
John believes internationalisation requires a commitment across all areas of the school, and should be embedded within teaching and learning.
The role of international staff in internationalisation, he says, is to:
- Support or coordinate cultural PLD (professional learning and development).
- Promote and lead cross-cultural activities.
- Write a paper for the board and school leaders.
- Be an advocate and make conversations happen.
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Letter from the CE: Navigating our changing world
A huge thank you to all those who joined us in Auckland for 2019’s NZIEC. The conference was filled with fascinating presentations, promising new connections and enlightening discussions. It was, however, the collaborative spirit, warm reception and energy of those who attended and presented that made this year’s conference our best yet.
Like many sectors, we are now operating in a state of constant change in terms of students’ needs and wants – and the challenges and opportunities that stem from this was a focus of discussion across the three days of events. NZIEC’s keynote speakers – Guy Ryan, Dr Lisa Coleman, and Professor Chris Gallavin – presented an impressive range of perspectives and ideas across areas including youth leadership and the role of global connectedness, inclusion and diversity, and the value of working together across different sub-sectors.
Our environment is also changing. NZIEC 2019 followed an announcement by Minister of Education, Chris Hipkins, about reforms for vocational education in New Zealand. The reforms are intended to ensure the vocational education sector continues to be globally relevant as the nature of work and the skills required in the workplace shifts. Seven key changes will be made, the major one being the establishment of a single public network of vocational training institutes. For more information on the Reform of Vocational Education, click here.
I would like to reiterate the Minister’s reassurance that the changes will be introduced gradually over several years. International students can continue to enrol here with confidence, knowing we are in the process of making their education experience even better. At ENZ we are looking at the opportunities a strong national identity for New Zealand’s vocational training presents offshore.
Lastly, the conference was a chance to acknowledge our strong education relationship with Japan, our country of honour. The nation is the third-largest student source country for New Zealand’s international sector. In 2017, for example, we had 10,272 Japanese students study here. I am confident this relationship will continue to deepen with lots of activity planned in the year ahead.
I hope you enjoy reading this special NZIEC edition of E-News.
Ngā mihi,
Grant
Grant McPherson, Chief Executive of Education New Zealand
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Letter from the CE: Kia kaha te Reo Māori
Last week, Te Wiki o te Reo Māori, Māori language week, was an important reminder for us all that Te Reo Māori is a core part of who we are as New Zealanders, and what makes Aotearoa unique.
With this in mind, I am delighted to share Education New Zealand’s new Māori name: Manapou ki te Ao.
Manapou means supporting and sustaining life, which allows growth and progression, while ki te Ao means to the world. Nourishing and empowering, a New Zealand education enables students to flourish and creates the world’s next generation of problem solvers.
Manapou ki te Ao encompasses the Māori principles of manaakitanga (the caring and valuing of others), kaitiakitanga (carer and guardianship of the environment and resources), whakawhanaungatanga (process of establishing meaningful relationships through cultural respect, connectedness and engagement) and aroha.
Our new name reflects Education New Zealand’s role in growing and supporting the international education sector – ensuring all students can thrive and share their skills and knowledge with the world.
Many international students find their experience of Māori language and culture a highlight of their time in Aotearoa. One example is Hailey Suina, of the Cochiti Pueblo Indian Reservation in New Mexico, who won a $15,000 Education New Zealand and Go Overseas scholarship to spend a semester studying at Auckland University of Technology (AUT).
The name’s development has been a rewarding journey. It will become part of ENZ’s corporate logo, and you will see it more and more over the next few months. Even more importantly, it will underpin everything we do. And we want you to feel ownership of it too. Please share our new name with your whānau, colleagues and friends.
Ko ngā tini aho o te tukutuku whakaniko i te hinengaro
Me tuitui ki te tūmatakahuki mātauranga o te ao.
The many strands of knowledge that embellish the mind
are woven upon a lattice of global education.
- Nā Rahera Shortland
Other things to keep an eye out for over the next few weeks are the ENZ international events calendar for 2020, the NZeTA: a new requirement for travellers to New Zealand, and ENZ’s first global campaign following our brand refresh: 'Ask New Anything’. You can read more about the campaign in this issue of E-News.
Ngā mihi
Grant McPherson
Kaihautū, Manapou ki te Ao
Chief Executive, Education New Zealand
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New travel rules for NZ coming soon
From 1 October, some international visitors and transit passengers must have an NZeTA (New Zealand Electronic Travel Authority) before travelling to New Zealand.
The NZeTA is a new border security measure. It is not a visa and does not guarantee entry to New Zealand.
From 1 October 2019, travellers must have authority to travel to New Zealand. This means they must hold one of the following:
- An NZeTA (or an NZeTA exemption)
- A visa
- Citizenship of New Zealand or Australia.
What does this mean for international students?
People who are planning to come to New Zealand to complete a short-term course will need to apply for an NZeTA if they are coming from a visa waiver country. Friends and family planning to visit students in New Zealand will also need one, as well as education agents visiting on business.
International students who require a visa to study will not need an NZeTA.
Travel agents, student agents and schools can assist international students with applying for the NZeTA by downloading the NZeTA mobile app or visiting the Immigration New Zealand website.
There is a small fee attached: NZD$9 for mobile app requests and NZD$12 for website requests.
The only official way to request an NZeTA is through Immigration New Zealand. Travellers should be advised not to request an NZeTA through any unauthorised third party.
Visit the Immigration New Zealand website here for more information.
See a factsheet on the NZeTA here.
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Ask New Anything: ENZ's next global campaign
Launching in mid-October, ENZ’s global digital campaign 'Ask New Anything' is our most technically sophisticated campaign yet.
The 'Ask New Anything' campaign aims to challenge commonly held perceptions of New Zealand and increase awareness of the country as a high-quality study destination. It does this in a new and innovative way – by inviting audiences in 14 international markets to question what they know about New Zealand.
'Ask New Anything' will be the first time the refreshed 'Think New' brand has been widely used in digital channels. To read more about ‘I AM NEW’, see the E-News story ‘A brand NEW day’.
The campaign brings together ENZ’s digital insights, the refreshed brand and the Study in New Zealand chatbot Tohu, to give prospective students the answers they need to make an informed study decision.
The creative concept
Drawing on Google search data, China-specific insights and data from Tohu, we’ve pulled together a list of the most commonly searched questions about studying in New Zealand.
We put these questions to real international students, a New Zealand student, a teacher, a parent and an employer and recorded their responses in 100 unscripted videos.
As well as being used on YouTube, Facebook and other digital media, the videos will be available on demand in Tohu the chatbot (who can be found on the studyinnewzealand.govt.nz website, the NauMai NZ website and Facebook Messenger).
If asked a question it cannot answer, Tohu will direct prospective students to a new Facebook group or Instagram Live event, where they can ask current international students their questions in real time, delivering on the promise that you can 'Ask New Anything'.
In China, the campaign will use the most relevant questions for the market within WeChat and other local platforms.
ENZ Director Platforms and Campaigns, Euan Howden, says: “Harnessing our award-winning data and marketing platform, we're bringing the refreshed 'Think New' brand to life with a level of technical sophistication that we couldn't have dreamed of a year ago. I'm looking forward to seeing how audiences engage with this campaign, and how this affects their perceptions of New Zealand as their preferred study destination.”
Introducing the new brand
The campaign will be the first global digital showcase of the refreshed 'Think New' brand which positions our international education brand for success and defines quality by the ways we help students make their mark on the world. Additionally, the campaign captures New Zealand’s values of societal openness, transparency and manaakitanga.
ENZ Director Brand and Design, Kaylee Butters, says: “This is the most interactive campaign we’ve run to date. The involvement of our Kiwi Ambassadors and the direct connections enabled by the Facebook group and Instagram Live events really underpins the authenticity of the brand and puts our students right at the heart of the creative concept.”
More information
To find out more about the campaign, and how you can leverage this activity in your own marketing, please click here. This webpage will be updated regularly throughout the campaign as new information and resources become available.
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'Ask New Anything' campaign update
ENZ’s most technologically sophisticated campaign yet, ‘Ask New Anything’, is now live and we invite New Zealand education providers and ENZ Recognised Agencies to join us.
Aimed at prospective students, ‘Ask New Anything’ takes 100 questions frequently asked by international students considering New Zealand as a study destination and provides unscripted video responses from real international students, sharing their first-hand knowledge of studying and living in New Zealand.
All 100 Q&A videos are available on YouTube for New Zealand education providers and ENZ Recognised Agencies to use in your own marketing. The hero video, featuring a series of students answering the question “What surprised you about studying in New Zealand?” is available for download on the ENZ Brand Lab.
Digital media advertising will run for the next six weeks in 14 key markets: Brazil, Colombia, France, Germany, India, Indonesia, Italy, Japan, Korea, the Philippines, Thailand, the United Kingdom, USA, and Viet Nam. We encourage you to make use of the content and to leverage the campaign during this time.
- Explore the Ask New Anything campaign page
- Read more about the campaign and how to leverage it
- Browse campaign assets on the Brand Lab
By interacting with Tohu - the Study in New Zealand chatbot, or directly with current students through Instagram Live events and on a new Facebook group, prospective students can ‘Ask New Anything’. The chatbot technology, use of social channels and content localisation mean every prospective student will have a unique and personalised experience.
At time of writing, these Q&A videos are currently trending on Tohu:
- What are New Zealanders like?
- Are there any postgraduate training opportunities in New Zealand?
- What’s the learning style like at New Zealand schools?
- Are the facilities high quality in New Zealand?
- How many different cultures are at a New Zealand school?
The bespoke ‘Ask New Anything’ campaign was launched in China this week, using China-specific technologies and platforms. Read more about the China campaign on the ENZ corporate website.
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Insights from Europe's biggest international education conference
EAIE is the main annual international education conference in Europe, and September’s event in Helsinki was the largest to date, attracting 6,200 higher education professionals from 95 countries.
ENZ Senior Advisor – Special Projects, Bronwyn Shanks, sees unique opportunities in the Europe market. “New Zealand education offers a contrast to the traditional, theoretically-based learning we often see in European systems,’’ she says. “New Zealand’s natural environment is already a big drawcard, and our practical, hands-on approach also attracts European students to New Zealand’s ITPs and PTEs.’’
European students willing to pay for education like to see a clearly defined return on their investment, she says. This means gaining skills for the future of work, learning to think critically, collaboratively and globally.
In areas of Europe where youth employment is high — it’s over 20 percent in France and above 30 percent in Italy and Spain — the focus is also work preparedness and employability.
ENZ’s focus markets in Europe are Germany, France, the UK and Scandinavia, as well as Italy at secondary school level only. Each market has its own nuances, but all have strong bilateral ties and research links with New Zealand, so it makes sense for ENZ to work with other New Zealand government agencies and institutions to build on those relationships.
Outside the UK, European students are used to a free public university system, which makes this a price-sensitive market. On the other hand, there are policies in place to encourage international student mobility and provide funding, for example through Germany’s Academic Exchange Service (DAAD), generous government funding programmes in Scandinavia, and EU programmes such as Erasmus+.
“To realise the opportunities Europe offers – especially if we’re being realistic about the resources we have – we need to focus on enhancing international engagement. This means partnering with education agents and building both institution-to-institution links and government-to-government relationships to expand our reach.”
