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• Future Proof 2.0

  The campaign builds on the success of an earlier campaign in March 2018, which reached more than 33 million potential students and achieved 14 million social engagements.

  We encourage New Zealand education providers to align their marketing activities with Future Proof 2.0 to increase and amplify impact.

  • About the campaign

  • Campaign messaging

  • How can Future Proof 2.0 help you?

  About the campaign

  Future Proof 2.0 is an integrated global campaign run across paid media, social media engagement, studyinnewzealand.govt.nz, email and PR.

  The campaign, which began 8 October and runs for eight weeks, aims to attract high quality students from our key strategic markets by raising awareness of New Zealand’s education quality.

  It integrates all of ENZ’s marketing channels, draws on behavioural data from our database marketing programme and leverages the one million-strong audience on our social channels (Facebook, Instagram, YouTube and, in China, WeChat).

  The campaign will direct prospective students to a Future Proof 2.0 landing page and encourage them to join My StudyNZ, an online tool that helps them find the New Zealand study programmes that best suit their needs. Students can shortlist their favourite programmes, track their application progress and send enquiries to education providers.

  Campaign messaging

  Future Proof promotes a September 2017 report by The Economist Intelligence Unit ranking New Zealand as first out of 35 countries at preparing students for the future. Future Proof 2.0 continues the conversation by showcasing some of the exceptional teachers and academics who make New Zealand’s education system world leading.

  The campaign’s central message is: Our teachers lead the world in preparing students for the future.

  The key messages are:

  1. Our teachers give you the skills to put your knowledge to work in the world.

  • Students in New Zealand learn to think critically and creatively, work collaboratively and develop a global mindset, making them more prepared, and adaptable, for the future world of work.

  2. Our teachers challenge you to reach your potential in an unlimited learning environment.

  • Students in New Zealand gain practical, hands-on skills both inside and outside the classroom.

  3. Our teachers are inspired by a society that encourages curiosity, new ideas and respect for the world around us.

  • Students in New Zealand thrive in an open, welcoming society that embraces new ideas and innovative thinking.

  Future Proof 2.0 will keep the same slogan as the previous campaign: Future Proof yourself in New Zealand.

  We’ve created compelling content – videos, photos and written content – to share stories about New Zealand’s teachers with the world.

  While Future Proof 2.0 will feature many great teachers, our three stars are:

  Professor Kathleen Campbell, a geologist, paleoecologist and astrobiologist at the University of Auckland

  With her expert credentials and involvement in the NASA 2020 Mars Rover Mission, Kathleen is a standout example of the high-quality academics that students can work with at New Zealand universities. 

  Mark Hanlen, a marine studies teacher at Whakatane High School 

  A favourite amongst his students, and with an infectious passion for his subject, Mark's story makes a great showcase for hands-on, real-world learning. He brings the concept of manaakitanga (mutual respect) into his teaching both inside and outside the classroom.

  Dr Faith Kane, a senior lecturer in textiles at Massey University

  Faith brings a creative element with a future focus to the campaign. Her work in laser processing textiles and textile design for sustainability speaks to New Zealand's innovation strengths and real-world problem solving.

   

  How can Future Proof 2.0 help you?

  You can increase the impact of your marketing by aligning your timings and activities with Future Proof 2.0. For example, you might like to highlight your region’s or institution’s teachers while the campaign is running.

  Using our creative assets

  Assets we’ve created for the campaign include videos, imagery and blog posts, quotes and other written content about our teachers and their students. 

  We will add all assets to The Brand Lab as they become available.

  Useful resources

  You can find advice on identifying audiences, channels and story ideas on the Skills Lab.

  For example, there are practical tips on:

  • Creating a digital marketing strategy
  • Using social media to turn your followers into advocates
  • Writing great blog posts
  • How we use My StudyNZ to match students to institutions

• Study Abroad NZ schools programme launched in US

  ENZ Business Development Manager Mary Camp says this is a pilot project to test the waters in the US market.

  “We’re thrilled to be partnering with AFS for this pilot – they are a trusted organisation with a long history of matching US students with life-changing education experiences.

  “New Zealand schools have much to offer US students looking for a high-quality study abroad experience to give them a competitive advantage in the college application process.”

  The programme includes nine New Zealand schools, each offering themed programmes for one semester in the fields of environmental studies, Māori culture, the arts, outdoor education and leadership.

  Mary is hoping to see some more US students coming through in 2019 as a result of the pilot.

  “Opening up new markets for the school sector will help us achieve sustainable growth, which of course is a focus of the International Education Strategy. 

  “If the pilot is successful, we’ll look to roll it out to more New Zealand schools.”

  Check out the AFS web page for more information about the programme.

  The schools involved are Rangitoto College, Western Springs College, Western Heights High School, Aotea College, Papanui High School, Hillmorton High School, Whanganui High School, Whakatane High School and Te Puke High School.

• Brazilian students look to New Zealand tertiary studies

  Organised by Brazil agent FPP Edu-Media, ENZ attended the high school tour to introduce Brazilian students to the tertiary possibilities in New Zealand, particularly undergraduate qualifications.

  The last BELTA SEAL Survey from March 2018 shows that 30% of the Brazilians who studied overseas in 2017 were in the 18 to 21 age group, and that their main motivation for international education is to stand out professionally. 

  Daniela Ronchetti, Director of Operations at FPP Edu-Media, says while short-term programmes have typically been the most popular overseas study for Brazilian students, there's a growing interest in undertaking full degrees overseas.

  “Many of these students, fluent in English and with experience of overseas study via summer courses at a young age, are comfortable enrolling in international universities.

  “With interest in the US and UK declining, Brazilian students are looking closer at New Zealand, Australia and Canada when considering a full degree abroad.”

  Ana Azevedo, ENZ’s Senior Market Development Manager for Brazil, visited eight international secondary schools, from small boutique schools with 15 students per class to large education groups with thousands of students, which are all investing in pathways to international tertiary education.

  

  ENZ’s Ana Azevedo with Marilda Bardal, International Relations Coordinator at International School Alphaville.

  “These schools typically offer bilingual education, IB (International Baccalaureate) or the American diploma and academic counselling, so that by the time students complete high school, they are prepared for an international experience,” said Ana.

  Also in attendance were government education organisations and universities from the US, Canada, Australia, France, Germany, the Netherlands and the UK – but Ana said New Zealand had an edge.

  “It was a great experience to stand among our competitors at the opening of each event and present New Zealand as the country that best prepares students for the future – not an easy ranking to beat!”

  “There is still work to be done on raising awareness of all that New Zealand has to offer to Brazilian students, particularly in tertiary education. It is a significant investment for a family so we need to be clear about the return of this investment.  

  “Showing students the variety of programmes they can find in New Zealand, the cultural diversity and welcoming environment – very few countries offer this combination. It is a full package!”

   

• Six million students look to NZ's teachers in digital campaign

  On 8 October, ENZ launched Future Proof 2.0, the second iteration of its successful “Future Proof” marketing campaign from earlier this year, which raised awareness of New Zealand’s #1 ranking in the Economist Intelligence Unit’s Worldwide Educating for the Future Index.

  Philippa Brown, ENZ’s International Digital Content Manager, said the new campaign aims to personalise the ranking by showcasing the teachers and academics who make New Zealand’s education system world leading.

  “Brand research has shown that teacher quality is an important factor in decision making – so the campaign’s central message is: Our teachers lead the world in preparing students for the future.

  “By creating campaign videos, profiles and photos of our teachers and the ways they work to encourage and challenge their students, we hope to attract more international students seeking that same learning environment.”

  The campaign will run over eight weeks across 14 of ENZ’s strategic markets, and has already reached over six million students and attracted close to 4,000 to sign up to our database.

  “These prospective students receive a series of emails that further tell New Zealand’s education story and encourage them to register for My StudyNZ, where they can find study programmes aligned to their interests, and connect directly with New Zealand institutions and agents.

  “Future Proof 2.0 offers a fantastic opportunity for New Zealand providers to increase the impact of their own marketing by aligning their activities with the campaign. For example, they can highlight their region’s or institution’s teachers while the campaign is running.”

  Providers can access free Future Proof 2.0 assets in The Brand Lab, including videos, imagery and other content.

  Click here for more detailed information on the campaign approach, key messages and how you can make the most of this campaign.

• Update: Developing Viet Nam for the New Zealand school sector

  John Laxon, ENZ Regional Director - South, South East Asia & the Middle East, would like to thank the 87 schools that participated in the webinar (a recording is available on IntelliLab here) and the 56 schools that have expressed interest in participating in a sector-wide initiative for Viet Nam.

  “We’re excited by the overwhelming interest from New Zealand schools in a co-ordinated market development plan for Viet Nam and look forward to partnering with them to grow the numbers of Vietnamese school students in New Zealand.”

  ENZ is now working with SIEBA on how New Zealand schools can be involved in the strategy or broader market development initiatives. This process will include capturing the wide variety of secondary schools including state, integrated and independent schools along with a mix of single sex and co-ed schools.

  Richard Kyle, ENZ Business Development Manager, says the aim is to ensure representation from as many regions as possible to showcase both the variety of the school sector and New Zealand communities.

  “It is challenging but we want to get it right, as selected schools will have priority at the ENZ fairs in Viet Nam in March,” said Richard.

  ENZ hopes to inform all schools of their involvement in the strategy or broader market development initiatives by the week beginning 18 November.

  For any questions, please contact richard.kyle@enz.govt.nz.

• Letter from the CE: Kiwis see the benefits of international education

  The 2018 Perceptions research announced today tells us that an increasing number of Kiwis value the sector, which is great news. More New Zealanders can see how international students impact on more than just the education provider they are attached to.

  Some of the key findings include that 73% of New Zealanders believe international education benefits New Zealand tourism, 62% believe it benefits our economy and 61% believe it benefits our international networks and trading connections.

  These positive perceptions are growing – more New Zealanders noted these benefits than in previous years.

  This is a fantastic result and reflects the hard work undertaken by education providers, regional bodies, government agencies, students and the many other champions of our sector who tell our story and showcase the many ways international education enhances our country.

  The Perceptions research findings come on top of the $5.1 billion valuation announced last week, which places international education as New Zealand’s fourth largest export industry – one that also supports close to 50,000 jobs.

  Taken together, these reports show an increased understanding among New Zealanders of how international education can help to build New Zealand's global linkages, fill skill shortages, enrich our cultural diversity and grow our regional economies.

  I’m optimistic that this understanding will grow and, by looking to the International Education Strategy to guide us, our sector can continue to deliver for all New Zealanders and provide meaningful experiences for international students.

  For more information on the Perceptions research, click here.

  For more information on the economic valuation, click here.

   

  Grant McPherson

  Chief Executive, Education New Zealand

  

   

   

   

• ENZ launches China Savvy

  Developed by ENZ’s in-market China team in collaboration with New Zealand providers, China Savvy aims to equip New Zealand education providers with insights into Chinese students, best practice for the China market, and practical advice on how to succeed in education business in China.

  China Savvy is open to all New Zealand providers via the Skills Lab and includes videos with animated learning and links to various reports and online resources. 

  Specific lessons include Chinese education customer motivations, presenting to Chinese audiences, planning business trips to China, navigating Chinese meal and gift culture and making the best use of Chinese social media (namely, WeChat) – giving users a rich picture so they can approach the China market with confidence. 

  ENZ International Market Manager for China, Ross Fisher, anticipates China Savvy will be most suitable for the school sector but says there are plenty of transferable insights for other sectors too.

  “We’ve tried to create a ‘blended’ learning experience for international education professionals starting out in China, as well those informed practitioners already operating in the market who are looking for some additional insights into best practice, product development, marketing and the mind of the Chinese education customer.”

  As ENZ is assessing the utility of the China Savvy product, we welcome any feedback you may have by using the feedback form on the China Savvy landing page.

  Further enquiries can be directed to Ross.Fisher@enz.govt.nz

  Click here to access China Savvy on Skills Lab. 

• Mortal Engines offers ENZ opportunity to showcase education strengths in creative arts to prospective students

  The New Zealand premiere of Mortal Engines took place in Auckland last night and the film is released to New Zealand audiences from today.

  ENZ and the New Zealand Film Commission (NZFC) have partnered with Universal Pictures, MRC and Hungry City Limited on the film as part of the New Zealand Screen Production Grant 5% uplift.

  ENZ Chief Executive Grant McPherson says this partnership is a great opportunity to build awareness of New Zealand’s world-leading education system – particularly in the creative industries.

  “Mortal Engines marks a real shift in the New Zealand story we want to tell the world,” Mr McPherson says.

  “This film was made in New Zealand not because of the beauty of our landscapes but because of the depth of talent and level of technical sophistication available here.

  “The partnership allows us to showcase New Zealand’s education strengths in the creative arts. It supports our brand positioning of New Zealand as a modern, dynamic and innovative country with a lot to offer in the highly competitive international education market.”

  The last few years have already seen growing numbers of international students studying creative arts in New Zealand – 5,139 in 2017, up 24% on 2012.

  Principal photography took place in Wellington in early 2017, and involved more than 1000 New Zealanders including crew, cast and craftspeople. The film was shot at Stone Street and Avalon Studios and at a few small local exterior locations. Post production was completed by Park Road Post Production with visual effects work realised by Academy-Award winning company Weta Digital.

  Crew members included recent graduates (including several former international students): an assistant props designer who studied Industrial Design at Victoria University of Wellington, an apprentice editor who studied at South Seas Film School in Auckland, a film editor with a Bachelor of Digital Design from Auckland University of Technology, and a visual special effects capture booth photographer who studied animation at Yoobee School.

  Grant says the partnership has provided an opportunity for ENZ to tell graduates’ stories to other prospective international students through an integrated promotional campaign, including PR, digital marketing and social media activity across our channels which have more than one million followers.

  The campaign will begin in January 2019. There will be a Mortal Engines page on the Study in New Zealand website which will encourage prospective students to sign up to ENZ’s database. A series of emails will follow to this qualified audience providing information about a variety of design disciplines and courses related to filmmaking.

  “Our goal is to generate awareness of New Zealand’s specialised courses and hands-on learning style in the creative industries through sharing videos and profiles celebrating our graduates who worked on the film,” says Grant.

  “We look forward to getting the marketing campaign underway next month, and attracting more high-quality, creative international students to study in our institutions.”

  You can read the full media release here.

• Calling all China research specialists

  Since its inception in 2005, the Tripartite Fund has supported the development of strategic research relationships between New Zealand and China. 

  Universities are invited to submit proposals for the latest round, with up to $30,000 available per application to support quality, high-level research and collaboration. The fund seeks to initiate new tripartite partnerships and facilitate the development of existing partnerships between a New Zealand university and two Chinese partner universities.  

  Eligible Tripartite Fund subjects can be drawn from the arts, humanities, social sciences, sciences and applied sciences including agriculture, food safety, conservation, forestry, advanced materials engineering and environmental science. 

  The Tripartite Fund has enabled many high-achieving New Zealand academics to develop relationships with Chinese research partners.

  Since 2009, Auckland University of Technology (AUT) has worked on tripartite collaborative projects with Shanghai Jiao-Tong University (SJTU) and Xinjiang University in China.

  Nikola Kasabov, AUT Professor of Computer Science and Director KEDRI, said that the ‘three brothers’ partners have exchanged multiple visits of both staff members and students.

  “The outcomes have been outstanding, including a large number of joint papers published in international journals and conferences, joint methods and software development in computational intelligence and applications in health, environment protection, and predicting hazardous events.”

  Professor Kasabov was also appointed as Advisory Professor to SJTU, meeting with PhD students and staff on an annual basis.

  “The collaboration helps staff and students to work together on new frontiers of information and computer sciences and technologies along with important applications for both countries.”

  The deadline for applications is 1 March 2019, with a project start date of 1 May 2019, and end 30 April 2020.

  Please complete the application form and submit it to china@enz.govt.nz

• Letter from the CE: Updating ENZ's business model

  Since its launch in August by Minister Chris Hipkins, ENZ has been reviewing our operational structure and approach to ensure they’re consistent with both the Strategy’s objectives as well as the Minister’s Letter of Expectations.

  Our review has also been informed by industry surveys and discussions with staff.

  We’re working to maximise international education’s benefit to New Zealand. We need to optimise current opportunities to build a sustainable future for the sector and to create new opportunities for growth.

  Coming out of the review, we have established some new and revised roles at ENZ. We are recruiting (internally and externally) for the following senior positions – please go to ENZ’s Careers page for more information on the roles and how to apply:

  • General Manager Strategy, Insight and Planning – this senior leadership role will be responsible for all strategic projects related to future-focused thinking and implementation, business intelligence and insights, and ENZ planning and performance.

  • General Manager Industry and Students – this senior leadership role will be responsible for strengthening the connections between education providers and international students by bringing together ENZ’s international marketing, brand development, industry development and channels teams.

  • Director, Industry – this role will be responsible for leading and managing initiatives to build the capability and capacity of New Zealand’s international education industry.

  • Director, Greater China – this China-based role will be responsible for managing, leading and supporting ENZ’s China teams and leveraging opportunities with other NZ Inc agencies both in-market and New Zealand to promote New Zealand education.

  With the approach of Christmas and New Zealand’s summer holiday period, we have decided to leave the application period open till 9am, Tuesday 22 January 2019.

  This change process will be ongoing over the next few months and we will keep you informed throughout.

   

  Grant McPherson

  Chief Executive, Education New Zealand