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Think New enters India
India is currently the second largest and fastest growing source of international students to New Zealand. Education New Zealand (ENZ) is looking to build on this positive momentum with a new marketing campaign.
While New Zealand is well known in India for cricket, tourism and to some extent movies such as The Lord of the Rings and The Hobbit, there is still work to do to improve awareness of New Zealand as a high quality education destination.
Kathryn McCarrison, General Manager Marketing and Channel Development, says: “Those who know New Zealand like New Zealand but there is a lack of awareness about us as a high quality international study destination. This campaign aims to help fill this knowledge gap.”
The campaign challenges prospective students who are already thinking about study abroad options to take the next step and convert their general interest in New Zealand into active consideration.
Visitors who register their interest in studying in New Zealand on the Education New Zealand (ENZ) campaign website will be contacted by a pool of New Zealand specialist education agents who can provide more information about the courses, the criteria and support with the application process.
Popular Indian Premier League (IPL) coach of the Chennai Super Kings and former New Zealand cricket captain Stephen Fleming is fronting the awareness raising campaign. By expressing interest, prospective students will be automatically “in to win” an exclusive dinner date with Stephen Fleming. Fleming’s team is having a great IPL season and he is highly regarded in Indian as among the best captains the Black Caps ever had.
“The New Zealand tertiary education sector has a huge range of programmes available. As well as being specialists in a number of areas we also offer niche and vocational courses which are less developed in other countries so New Zealand really stands out from the crowd.
“We want to continue to grow the number of high quality Indian students studying in New Zealand and for them to secure meaningful jobs, particularly in industries experiencing skill shortages such as I.T, Engineering, Agriculture and Forestry and Construction. We hope that this campaign will help us to achieve this goal,” Kathryn says.
ENZ is working with ten of the top Indian agencies on this campaign. These agencies will amplify the campaign messages through their own networks, reaching many thousands more students.
The campaign will run from 12 May to the end of June, building on a strong public relations strategy that ENZ has been running in India since October 2013.
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ANZA workshop
Education New Zealand’s Channel Development Manager Kaye Le Gros presented the Think New brand and the New Zealand Education Story to agents in a seminar that showcased New Zealand. Immigration New Zealand also presented immigration updates at the seminar.
Almost 100 education institutions attended the three day workshop, including 44 from New Zealand, along with around 60 work and travel organisations and service providers.
Agents from 50 countries were there, all focused on sending students and youth travellers to our side of the world.
For the first time, Brazil was the top agent country, reflecting the popularity of New Zealand and Australia as study destinations for Brazilian students.
Next year’s workshop is coming to New Zealand – mark 28-30 April 2015 in your diary for the workshop at Sky City in Auckland. Kaye says this will be a great opportunity for regions and groups to consider familiarisation visits for agents visiting New Zealand in 2015.
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Flying Kiwis off to Chile
“We’ve had a fantastic response to this year’s call for Flying Kiwi nominations. Forty one schools from all around New Zealand put forward some outstanding students for consideration – it’s been a quite a task to narrow it down to just seven students,” says Mr McPherson.
“These senior Spanish students will spend three weeks in Santiago, going to school and living with Chilean families, immersing themselves in the language and the culture.” The Flying Kiwis programme was developed in response to the successful Chilean government-sponsored Penguins without Borders programme which sees Chilean students coming to New Zealand to study. “New Zealand is the first country to develop such an exchange with Chile and I am thrilled to be able to give our young people the chance to experience a taste of the Chilean way of life. “One of last year’s Flying Kiwis said he wasn’t very confident speaking Spanish before he went but the experience in Santiago helped him get top marks in end of year exams. And he plans to go back to South America in the future.
“Flying Kiwis and Penguins without Borders create bonds between our countries and lifelong connections for both the Chilean and New Zealand students taking part,” says Mr McPherson. Almost 240 ‘Penguins’ have studied in New Zealand since January 2013. There are currently 96 Chilean young people studying at schools in Auckland, Wellington and Christchurch.
Chile is a small but growing source of students for New Zealand and is our second largest source of students from South America, after Brazil. Chilean high school students value the opportunity to improve their English language skills as they experience a different culture and lifestyle living with New Zealand families.
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ENZ to increase investment in South East Asia
General Manager International Peter Bull says New Zealand’s historic ties with the ASEAN region leave New Zealand well placed to grow and deepen its education activities as its nations develop and prosper at rapid pace.
“Recent fairs, events and several other business development initiatives in South East Asia have been very successful, with many leads for New Zealand’s institutions and business in progress. We want to build on this momentum by investing in more highly skilled and capable locally-based employees to support the fantastic team there already.”Previously managed as two regions by South Asia Regional Director Ziena Jalil and South East Asia Regional Director Izak Human, the new regional structure will take effect from 30 June and be led by Ziena Jalil, based in Delhi.
Izak Human, who is based in Kuala Lumpur, will assist with the transition until September 30. All the staff in ENZ’s offices in Delhi, Mumbai, Jakarta, Kuala Lumpur, Bangkok and Ho Chi Minh City will remain in their current positions.
“I thank both Regional Directors for their significant contributions to our industry to date. Izak has supported, advised and helped to develop New Zealand’s international education activity in South East Asia for the last four years, and Ziena has played a major role in turning New Zealand’s second largest source of students, India, into our fastest growing market.”
“I look forward to the opportunities ahead for ENZ’s newest region, but I also ask for your patience and support during this time of transition.”
The location and role descriptions for the new South East Asia positions are still being determined and further updates will be provided in future issues of International Education News.
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Generation Study Abroad
Students can now apply for a US$2,000 travel award to help with flights to New Zealand and US$500 towards study at a university or participating institute of technology or polytechnic.
Currently fewer than 10 percent of all US college students study abroad at some point in their academic career. Generation Study Abroad is a new initiative by the Institute of International Education to double the number of American students who study abroad by the end of the decade.
“New Zealand is already in the top 20 destinations for US students studying abroad, so partnering with Generation Study Abroad should provide a boost to the number of American students coming here,” says Amy Rutherford, International Market Manager for North America at Education New Zealand. “Each of the eight New Zealand universities and a number of institutes of technology have provided funding for the Study Abroad Excellence Awards which were announced at the NAFSA annual conference and expo in San Diego, California this week.”
In 2012 there were 1,965 US students enrolled in New Zealand institutions, the majority at universities on one semester programmes. American students make up around two percent of the total number of international students studying in New Zealand. Almost 250 US colleges and universities of all types and sizes from 46 states have joined Generation Study Abroad today. New Zealand is one of ten countries to commit to a government partnership with the Institute of International Education.
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Growth in EdTech great for NZ exports
“Some of the major trends are now working in our favour,” says Mr Meade, Head of Strategy for Designworks in Wellington. “We are no longer isolated from new markets and increasingly students and consumers prefer to interact remotely, on their terms. This all presents a great opportunity for market growth.”
The national EdTech for Export Conference (eT4e 2014) is on in Wellington on 19 and 20 June. It aims to connect the education sector with tech businesses to ensure New Zealand enjoys growth in this sector – now worth $86 billion globally and forecast to grow to $257 billion by 2017 and is organised by Grow Wellington and Education New Zealand. You can still register for the conference at www.edtechforexport.co.nz
eT4e 2014 will be opened by Hon Steven Joyce, Minister for Tertiary Education, Skills and Employment and feature international speakers including;
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Jennifer Carolan, head of NewSchools Venture Fund in California
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Jan Zawadzki, founder of Hapara, a company which has already attracted investment from NewSchools from its work in New Zealand
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Lee Wilson, the CEO of Wisconsin-based Filament Games
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Dr Erkki Sutinen, head of the edTech Research Group at the University of Eastern Finland.
An exciting range of speakers from New Zealand include;
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Chris Meade, Head of Strategy for Designworks in Wellington
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Dr Sue Watson, the founding CEO of Summit Education Asia Pacific, a division of the Commonwealth Education Trust
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Silvia Zuur from Chalkle
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Chris Bulman from CustardSquare
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Noeline Anderson, director of digital publishing company Pixelhouse
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Adrian Sallis from Vital English
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Maru Nihoniho from Metia Interactive
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Dave Moskovitz from WebFund.
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Joint India New Zealand Research Grants Awarded
Last month Minister Steven Joyce announced the seven successful recipients of the inaugural New Zealand Higher Education Research Grants, with seven winning proposals selected from over sixty applications.
From considering the impacts of climate change on ocean acidification to exploring new chemotherapy treatments, all projects will strengthen academic ties with a country that is New Zealand’s second largest source of international students.
All research proposals have at least one Principal Investigator based in New Zealand and one in India, and the projects clearly indicate the potential for further collaborative research in the future.
Full list of joint India New Zealand Higher Education Research Grant awardees:
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The University of Waikato collaborating with Jamia Millia Islamia university in New Delhi. Joint research project: India at Leisure: Media, culture, and consumption in the new economy.
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The University of Auckland collaborating with Anna University in Chennai. Joint research project: Ploy-ethylenedioxythipphene/nitrogen doped grapheme composites for high performance supercapacitor applications.
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The University of Auckland collaborating with Madurai Kamaraj University in Tamil Nadu. Joint research project: The impacts of climate change induced ocean acidification process of the physiology and calcifying rate of sea urchins between temperate (New Zealand) and tropical (India) species.
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The University of Otago collaborating with the University of Delhi. Joint research project: Vitamin D and calcium intakes of young Indian children living in the slums of South Delhi.
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The University of Auckland collaborating with the University of Calcutta. Joint research project: Organmetallic 2- pyridinecarbothioamide complexes as potential inhibitors of cyclooxygenases in anticancer chemotherapy.
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University of Canterbury collaborating with the University of Delhi. Joint research project: Health, labour, migration and the formation of Indian diasporas in the South Pacific, 19-20th centuries.
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Victoria University of Wellington collaborating with Guru Nanak Dev University in Amritsar. Joint research project: Managing India New Zealand institutional challenges for success.
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Flying Kiwis in Chile
The students have been living with host families and attending school in Santiago, giving them a great opportunity to immerse themselves in the Chilean culture as well as practice their language skills.
Last Friday the Flying Kiwis visited Escuela Nueva Zelandia, a school named after New Zealand and located in Independicia commune, an underprivileged area in Santiago. They talked to the students about New Zealand, and in return the Chileans taught the group the traditional Chilean dance cueca.
The Flying Kiwis have also visited La Moneda, the presidential palace in Santiago where they had a short meeting with the Vice Minister of Foreign Affairs Edgardo Riveros, who was very pleased to meet them.
The Flying Kiwis programme was developed in response to the successful Chilean government-sponsored Penguins without Borders programme, which sees Chilean students coming to New Zealand to study.
The objectives of the scholarship scheme are to broaden New Zealand students’ cultural awareness, encourage New Zealand schools to build relationships with Chilean schools and to promote our school education to the Chilean market.
New Zealand is the first country to develop such an exchange with Chile, creating bonds between our two countries and lifelong connections for all the students taking part.
The Flying Kiwis farewelled Santiago on 24 June and are winging their way back to their families and friends in New Zealand.
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Investment in international education provides boost
Over $600,000 of co-funding was awarded in the third round of International Education Growth Fund grants to a mix of projects across the international education sector aimed at growing New Zealand’s international education industry.
The University of Waikato received co-funding to partner with law schools in China to enable Chinese students to complete their Chinese LLB and undertake a LLM at Waikato, as well as to enable Waikato students to obtain LLM qualifications that are recognised in China.
Study Applied Sciences – a marketing alliance of Christchurch Polytechnic Institute of Technology (CPIT), Eastern Institute of Technology (EIT), Universal College of Learning (UCOL) and Otago Polytechnic (OP) – received co-funding to create print and digital material to raise awareness in Germany of applied science at New Zealand institutes of technology and polytechnics.
Other successful initiatives include a collaboration of four high schools from Auckland and Tauranga to attract more students from Mexico and a project by Hamilton-based Online Education Ltd to translate its ‘Code Avengers’ online computer programming and web development courses for new markets.
“A common theme across this round’s participants is collaboration, an imperative for the industry if we are to achieve our goal of increasing the value of international education to New Zealand to $5 billion by 2025,” says Grant McPherson, Chief Executive of Education New Zealand.
The IEGF offers co-funding to new and innovative projects targeted at international markets. Education New Zealand invests between $10,000 and $50,000 per project to match successful applicants' funding.
“Over three funding rounds we have invested just over $2 million in 59 growth projects that have helped develop new education products, opened the door to new markets, and facilitated contacts that will lead to new business or investment.
“International education brings social and cultural benefits to New Zealand, as well as contributing to economic growth, and we welcome opportunities to develop the market offshore for our world-class education programmes, products and services,” says Mr McPherson.
Applications for round four of the International Growth Fund open on 1 September 2014.
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Think New Kicks Off in Thailand
Running from 5 August to 31 October, the campaign’s objectives are to generate enquires from prospective students which will then be followed up on by ENZ Recognised Agencies.
The campaign will promote New Zealand education generally, but advertising will primarily target prospective school and tertiary students in line with current demand.
The campaign follows recent campaign activity in China, India, Brazil and Japan.
Thailand is a priority market for Education New Zealand with significant potential for growth.
The number of Thai students studying in New Zealand increased by 6 per cent in 2013 and along with ENZ’s new structure within the region, the campaign is the start of increased focus on New Zealand’s largest source country of international students in ASEAN.
