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• Positive trends signal growth

  "While the effects of increasing competition linger, hard work by many across the industry is turning the tide," says ENZ Chief Executive Grant McPherson.

  Overall, there were 97,283 international students enrolled at a New Zealand education provider in 2013 – 1.8 per cent less than in 2012.

  "This figure is the result of a really hard start to 2013, where from January to April numbers were 5 per cent down on 2012.  Growth since then helped offset some of the decline; from May to December student numbers increased by 4 per cent on the same period in 2012."

  "There’s no doubt numbers do vary sector by sector and market by market, but I’m confident we’re at a point where they’re heading in the right direction. As an indicator for this year, total student visas approved from January to March 2014 are up 22 per cent on 2013," says Grant. 

  Highlights from the report include growth in students from China and India, with both countries increasing by 3 per cent on 2012.

  "These are countries where ENZ has made a significant investment. This investment is reflected in increasing awareness of New Zealand education – our brand awareness is trending up in China and India and preference for New Zealand as a study destination is level with Australia. We’re starting to get noticed, although we’re still well behind UK and USA.

  "In Japan, where enrolments grew 7 per cent between 2012 and 2013, we have also seen our consideration levels increase from 33 to 39 per cent."

  In conjunction with the snapshot report, the Government released another report – the Business Growth Agenda Leadership Statement for International Education Progress Update. 

  The report sets out progress, since 2011, in achieving the goals of the Leadership Statement for International Education. It outlines key actions by government, and ongoing work to support the growth of international education.

  "International education is New Zealand’s fifth largest export industry, contributing $2.6 billion to the New Zealand economy annually, and building links of lasting benefit to our communities."

  "As an industry, we are working together in many ways to increase that contribution. For example, with more than 1,200 people now subscribed to The Brand Lab we’re telling a unified education story internationally. This can only strengthen our brand as a country, paving the way for providers to promote the distinctive strengths of your region and institution."

• What’s new in The Brand Lab?

  We received an overwhelmingly helpful response when we asked for ideas for locations and talent for the recent photo shoot – thanks to everyone who made us feel so welcome.

  “It was lovely to get out around the country to get a wide range of new photos, including shots of primary and co-ed schools, unique ITP and PTE courses, Saudi students, technology and education and general life in New Zealand,” says Kaylee Donald, International Brand Manager.

  “We’ve now got over 800 photos for you to choose from when you are putting together your marketing material, or looking for pictures that show what it is like to be a student in this country.”

  “At the moment we are working on a set of exciting ‘Day in the Life of’ videos, following current students as they go through their day including home and study life.”

  “To keep the videos relevant for all sectors, the specific institution the student is at will not be shown and each video will focus briefly on their studies and then capture what they do outside of study.”

  “We will be including things that might seem ordinary, like catching a bus to school, but we know that prospective students want to be able to get a feel for what actual life in New Zealand will be like.”

  “I can’t think of anyone better to tell our stories than the students that are here experiencing everything this country has to offer,” says Kaylee.

  The new photos are available now in The Brand Lab and the videos are expected to be available in November.

• OECD education report out

  Education at a Glance provides comparable national statistics measuring the state of education around the world. It provides data on the structure, finances and performance of the education systems in the 34 OECD member countries, as well as a number of G20 and partner countries. Most of the recent data in the report relates to 2012.

  Key findings for international education globally

  • In 2012, more than 4.5 million students were enrolled in tertiary education outside their country of citizenship.

  • The United States has the largest market share of foreign students with 16.4 percent and the United Kingdom is second with 12.6 percent.

  • Australia, Canada, France, Germany, the United Kingdom and the United States together receive more than 50 percent of all foreign students worldwide.

  • Students from Asia represent 53 percent of foreign students enrolled worldwide. The largest numbers of foreign students from this continent are from China, India and Korea.

  • Europe is the top destination for tertiary level students enrolled outside their country of origin (48 percent).

  • The number of foreign students in Oceania has tripled since 2000, although this region hosts less than 10 percent of all foreign students.

  Key findings for New Zealand

  • International students make up 16 percent of the New Zealand student population which is double the OECD average and ranks New Zealand fifth in foreign student enrolment as percentage of total tertiary enrolment.

  • New Zealand has the 13th largest market for foreign students in absolute market share terms (at 1.6 percent), about the same as last year but much higher than its share in 2000 (0.4 percent).

  • Three percent of New Zealand tertiary students study abroad.

  • Investment in education has risen to 7.5 percent of GDP which is the fourth highest in the OECD

  • Twenty two percent of all public expenditure is invested in education, the highest percentage in the OECD.

  You can read the full report and examine the data and findings in detail at http://www.oecd.org/edu/eag.htm

• Alumni invaluable at fairs

  A first-time participant at an international education fair, Alexandra was keen to present Wanganui High School from both a student and staff perspective. She was very pleased with the results.

  “Sujin has an insider’s knowledge of our school and the New Zealand education system. Students and parents felt as if they were getting a genuine opinion from Sujin, not just from a marketer selling a product,” said Alexandra.

  For her part, Sujin was delighted to give something back. She studied over years 9 to 13 at Wanganui High School, finishing in 2008, and was keen to share her experience with others considering doing similar.

  “It’s been really special. I never thought I could do this and help people by explaining my thoughts and experiences,” said Sujin.

  Sujin says she finds New Zealanders “incredibly friendly, welcoming and open”. The best part of school for her was the opportunity to choose from a wide range of subjects such as drama, photography and psychology.

  On returning to Korea Sujin completed a BA in English literature and business at Dankook University. Now seeking the right professional path for her, she currently teaches English to high school students part-time.

  “I felt very sad that they were memorising the vocabulary but couldn’t actually use the words in a sentence. I do lots of speaking and listening with them – once they get used to it, they find it really fun.”

  Regional Director Lisa Futschek said: “It was great to see Alexandra and Sujin working so well together. In addition to the essential Korean language skills Sujin brought to the discussions, it was clear the families valued the opportunity to speak directly with a Korean student who had studied recently in New Zealand.” 

  Alexandra was in no doubt about the benefits of having a member of the Wanganui High alumni on her stand: “If Sujin hadn’t been there with me, we wouldn’t have achieved what we did. The conversations were fruitful and authentic. For me it was like having family with me on our booth.”

  And it truly is a family affair at the high school - Sujin’s brother is currently finishing his year 13 studies at Wanganui High School.  

• From Vermont to Victoria University

  Emma McDonough Faucher, a college student from Castleton in the state of Vermont, was one of 1089 applicants from 615 US universities to apply for the scholarship. She impressed the selection panel with her knowledge of New Zealand and desire to understand and experience the Kiwi lifestyle and culture, including Māoritanga.

  “I have wanted to study abroad my entire life and New Zealand has been my goal,” said Emma. 

  “Māori culture is one of the things I am especially looking forward to learning about – I find it interesting that Maori people describe themselves by their tribe (iwi), sub-tribe (hapū), mountain (maunga), and river (awa).”

  ENZ’s Regional Director for the Americas, Lisa Futschek said, “The creativity and passion of Emma’s submission distinguished it from the large number of other very impressive applications. The fact that she plays rugby also makes this a good match!”

  US students choose New Zealand as an education destination because of the unique study experience we offer – a high-quality education in an English-speaking country with a distinct culture and lifestyle. Students who come here are often adventure seekers who enjoy the great outdoors and like to get off the beaten track, but also want to enjoy the vibrant city life.

  ENZ partnered with leading study abroad advisory service, Go Overseas to run a six week campaign across the US from 1 September to 15 October. During this time over 26,000 people visited the campaign page, and 2,600 study abroad advisers and over 1500 universities were contacted and notified of the scholarship.

  Leads from scholarship applicants and others who registered interest have been referred to participating New Zealand education providers.

  “As well as giving a lucky student the chance to study in New Zealand, campaigns such as this are an important part of ENZ’s work to raise awareness around the world of New Zealand’s high-quality education offering,” said Lisa.

  

  Left to right: Sam Hoben, Education New Zealand Market Development Manager USA, Emma McDonough Faucher, scholarship winner, and Ana Maria Alfaro-Alexander, Ph. D, Study Abroad Advisor

   

• Education in focus at Tourism Summit

  The summit focused on Tourism 2025, a framework aimed to achieve economic growth in the tourism industry including an aspirational goal to reach $41 billion in annual earnings by 2025.

  Grant was on a panel discussing the ‘target for value’ opportunities. International students and their families and friends are identified in the framework as one of the target markets that could deliver significant economic benefit to New Zealand.

  “I was keen to take the chance to remind the tourism industry that we are all part of the NZ Inc team. Raising awareness is important for both industries – people need to know about New Zealand to consider us as a destination as a student and a tourist,” said Grant.

  “With more than 97,000 international students, and growing, coming to New Zealand each year, that is 97,000 potential tourists who are in the main young, highly motivated and skilled communicators on social media. These students return home as advocates for New Zealand if we give them an experience of a lifetime – inspiring the next set of students and family and friends to come to this country.

  “And we know family and friends visit international students while they are studying in New Zealand, particularly around graduation or at the end of their programme so there are valuable connections to be made there.

  “The industry roadmaps tasked us with working more closely with New Zealand Trade and Enterprise and Tourism New Zealand, finding opportunities for joined up activities with shared market intelligence and shared services.

  “Recent edu-tourism campaigns in Brazil and Japan targeting English language students gave us the chance to test the water working with Tourism New Zealand and 22 English Language Schools. Branded 100% Pure New Zealand we pitched this country as ‘the most exciting place to learn a new language’ and offered $300 of tourism activity with each enrolment during a specific timeframe.

  “The campaign worked well in Brazil in particular, generating a lot of enquiries and we will continue to monitor the results to see how many of these turn into enrolments.

  “At a more grassroots level, I encouraged tourism operators to meet with their local education institutions to understand the opportunities available to develop joint programmes or student-orientated initiatives. Tailoring services to the needs, ambitions and budgets of students will ensure they take some of the New Zealand spirit with them when they go home.

  “And of course it is a two-way street - if tourism operators are engaging with young visitors and their families who are passionate about New Zealand, why not suggest they consider studying in New Zealand,” said Grant.

• PM’s Scholarships for Asia announced

  “The experience these students will have while living and studying in a different culture will stay with them for the rest of their lives,” says Peter Bull, Education New Zealand’s General Manager International.

  “While in Asia, the students will establish enduring relationships and networks that will help them to succeed in the global economy and bring benefits to New Zealand.”

  “Education relationships are two-way and having smart capable New Zealand students studying in Asia is very valuable in building capability for New Zealand's future.”

  The Prime Minister’s Scholarships for Asia cover overseas study, research or internships ranging from six weeks to two years at the best Asian institutions.

  Successful recipients include a group of students from Unitec who will travel to Japan with service robots they have built, a student from the University of Auckland undertaking a Masters in International Law at Seoul University, and a student with a background in primary produce markets aiming to complete a Chinese language course so he can specialise in trade between New Zealand and China.

  Since the inaugural awards in December 2013, just over 350 New Zealand students have been awarded PMSA scholarships. 

  “As well as the individual benefits, scholarship recipients act as ambassadors for New Zealand and showcase the quality of our education system wherever they go in Asia. The more Kiwis who get the chance to study overseas, the better for our own international education industry,” says Mr Bull.

  “Our students make an invaluable contribution toward raising awareness of New Zealand, giving Asian students a direct link with study in our country and representing the possibilities that are out there to experience the benefits of an international education.” 

  Applications are now open for the next round of scholarships and close on 30 March 2015. Visit the PMSA pages to find out more about eligibility and the application process, and for a list of all scholarship recipients to date.

• A day in the life of a Kiwi student

  Going to classes, studying, hanging out with friends, working, shopping and keeping fit are common experiences – shared through videos that are being published around the world.

  “These students are so passionate about their lives in New Zealand,” says Hannah Lee-Darboe, new Acting Marketing and Channels General Manager, who has joined ENZ on secondment from New Zealand Trade and Enterprise until June 2015.

  “Who better to share the New Zealand study experience, than our current students showing what life is like in New Zealand.”

  As well as paid advertising, ENZ are reaching out to prospective students on the Study in New Zealand Facebook page.

  “We’ve been busting myths and providing more info about life in New Zealand targeted at students who are pretty certain they’ll study abroad but are still deciding where,” says Hannah.

  While the videos provide a slice of student life that could be anywhere in the country, the stars themselves come from Onslow College in Wellington (Yang Xiao from China), Youbee Design School in Christchurch (Anaiss Ramirez from Chile) and Canterbury, Auckland and Waikato universities (featuring Hannah Vu from Viet Nam, Alicia Jauhari from Indonesia and Lucas Castro Oliveira from Brazil).

  They won a competition run by Education New Zealand to find local stars by showing on screen their five favourite things about New Zealand they’d share with family and friends back home.

  “Hokey pokey icecream and our beautiful environment came up a lot,’ says Hannah. “Along with the education and lifestyle experiences we know makes New Zealand special: the good friends that are made, the ability to work while studying, their relationships with their teachers – and of course the wealth of lifestyle options on your doorstep after class.”

  So far the videos have seen 16,000 new likes on Facebook, there are more than 750 conversations underway, and the videos are proving most popular in Indonesia, India and Viet Nam.

  The campaign is running on digital and social channels in all ENZ priority markets until mid-December.

  www.studyinnewzealand.com/day-in-the-life

• PMSA students flying the flag in Beijing

  Students Jessica Clark and Samuel (Kiram) Choi are both currently on PMSA-funded exchanges to Renmin University in Beijing, China.

  Recently, they organised a New Zealand stand at the university’s international cultural festival.

  “It was such an incredible day – the weather was close to perfect with a slight breeze, beaming sun and minimal pollution,” says Jess.

  “The day started at 7.00am when we set up the stall. Throughout the day there were many activities, food and photos. It was a great opportunity to hand out items from our New Zealand universities and teach people how to pass a rugby ball!”

  Jess is completing a Bachelor of Management Studies at the University of Waikato and is currently studying at Renmin University’s world-renowned business school as well as undertaking an intensive Chinese language programme.

  Samuel is at Renmin for 40 weeks studying Chinese law towards completing an LLB (hons) and Bachelor of Commerce conjoint at University of Auckland. He is the first student from the University of Auckland to be nominated to study at Renmin Law School as part of a newly developed exchange relationship between the two universities.

  “Our scholarship students in Asia are ambassadors for New Zealand, helping raise the profile of our country and way of life in places where people may never have met another Kiwi,” says Peter Bull, Education New Zealand’s General Manager International.

  “It’s great to see Jess and Samuel proudly representing New Zealand at Renmin University and perhaps planting a seed in the minds of a few Chinese students considering studying overseas.”

  “Education relationships are two-way and having smart capable New Zealand students studying in China is very valuable in building capability for New Zealand's future.”

  In true international student spirit, Jess and Samuel were joined on the stand by Hweiching Lim, a New Zealander studying towards a law degree at the University of Kent in England, who is also on exchange at Renmin University.

  The Prime Minister’s Scholarships for Asia cover overseas study, research, or internships ranging from six weeks to two years at some of the best Asian institutions.

  In three rounds of funding, just over 350 New Zealand students have been given the opportunity to further their studies in a different country and culture while building all important people-to-people networks with our trading partners.

  Applications are now open for the March and September 2015 rounds of the PMSA. Visit the PMSA pages for further information and to find out about this year’s winners. 

  

• Student stories go social

  The films were promoted on Facebook, Twitter, YouTube, Weibo, Wechat and the blogging platform Naffnang. Students were encouraged to watch the films, ask questions about life in New Zealand, get in touch and join our social community.

  While the videos provided a slice of student life that could be anywhere in the country, the stars themselves come from Onslow College in Wellington (Yang Xiao from China), Yoobee Design School in Christchurch (Anaiss Ramirez from Chile) and Canterbury, Auckland and Waikato universities (featuring Hannah Vu from Viet Nam, Alicia Jauhari from Indonesia and Lucas Castro Oliveira from Brazil).

  The campaign was designed to show prospective students that New Zealand is a fun and welcoming place to live and study so that, when they’re ready to choose a place to study in a couple of years’ time, New Zealand will already be on their short list.

  The videos were viewed by close to 250,000 people around the world and proved most popular in Viet Nam, Malaysia, Saudi Arabia, Indonesia and India in that order. The videos also saw impressive engagement with more than 111,000 ‘likes’, 1,100 ‘shares’ and almost 1,500 questions or comments about the videos and related content posts.

  Topics the students were most interested in included study subjects, living costs, food options and making new friends. Overall, the campaign saw an increase of 32,000 new followers to our social media channels.

  As well as activity on social media, a campaign landing page on studyinnewzealand.com was developed to further engage with prospective students. The landing page has so far seen more than 63,000 unique visitors who have spent an average of 2 minutes 20 seconds on the site watching further videos and learning more about our five campaign heroes.

  There were many learnings from this campaign, not the least of which was gleaning valuable insights in to the social and digital behaviours of our target audiences in each market.

  It is clear from this campaign that social media is both a cost efficient and effective way to reach prospective students and drive awareness of New Zealand as a study destination.

  A reminder that the ‘Day in the Life’ videos are also are available for download from The Brand Lab. You might find them a useful addition to your marketing activities!