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  • ENZ social platforms gain momentum in China

    ENZ opened its official Weibo (China’s equivalent of Twitter) and Wechat (a quasi-combination of Facebook and WhatsApp) account in August 2014. So far, we have around 60,000 followers on both platforms combined.

    To increase numbers, at the annual China Education Expo in October, ENZ shared QR codes of our social media channels with visitors at the ENZ booths, accumulating 230 followers in two days. A similar approach at the China International Import Expo in November attracted a further 300 new followers.

    ENZ also launched a WeChat mini-programme that helps followers to make use of the My StudyNZ tool to find and match with education providers in New Zealand.

    ENZ’s Regional Director – China & North Asia, Adele Bryant, said these social platforms are a key way to connect with Chinese students. New Zealand Education Minister Chris Hipkins was very supportive of ENZ’s social media efforts during his visit to China in July.

    “Despite his packed schedule, Minister Hipkins filmed a short video promoting New Zealand education to our social media communities, which was shared on the New Zealand Embassy WeChat account and received 750 views and likes.”

    In addition to the social platforms, ENZ has developed a China-based student-facing website which will enable smoother access for Chinese students, parents and agents.

    “The new website means students can find it in the Chinese search engine more easily as it is hosted in Chinese domain,” says Adele.

    “We will launch the new website soon so stay logged on!”

    If you are interested to find out more, search Education New Zealand in Chinese (新西兰教育国际推广局) to follow us on Weibo and WeChat.

  • Ask New Anything

    Campaign page: https://www.studyinnewzealand.govt.nz/asknewanything

    nagisa japan school 5

    NZ’s second big global digital campaign of 2019 launched on 7 October with our students at the heart of it.

    The campaign will be promoted digitally in our key markets for 8 weeks. Campaign-related content and messaging will remain relevant and live on our channels for the foreseeable future.

    The campaign will be the first time the refreshed Think New brand has been widely used in digital channels.

     

    Campaign Strategy

    The main objective of the campaign is to challenge perceptions of New Zealand by increasing awareness of the country as a high-quality study destination. The campaign aims to achieve this by inviting our target audiences in 14 international markets to question what they know about New Zealand.

    Key markets that will be reached by the campaign are:

    • Brazil
    • Colombia
    • France
    • Germany
    • India
    • Italy
    • Japan
    • Korea
    • Philippines
    • Thailand
    • UK
    • USA
    • Vietnam
    • Indonesia

    The campaign aims to increase New Zealand’s standing as the preferred study destination amongst our target audiences in these key markets.

    For more information about ENZ’s target markets and the general digital campaign strategy, and New Zealand education providers can access the 2019 ENZ Digital Marketing Calendar on IntelliLab. 

    The creative concept and technical execution of this campaign will push ENZ into new territory for its marketing campaigns and award-winning digital strategy. 

    Utilising 100 short videos, a variety of digital media placements, Tohu the chatbot, a range of social media channels including a peer-to-peer Facebook group and Instagram Live sessions hosted by our Kiwi Ambassadors, the campaign embodies the authenticity and bold NEW thinking of the Think New brand. 

    A bespoke campaign strategy has been developed for China, making use of the same campaign creative concept and content, but delivered through the channels we know our audiences in China use and interact with the most. 

    ENZ invites and encourages our New Zealand education sector partners and education agents to participate in the campaign by sharing content and aligning your own messaging with those of the campaign and the Think New brand. 

    The campaign tool kit below provides more information around how your organisation can leverage the campaign. 

    Creative concept

    Brand research tells us there is generally low awareness of New Zealand internationally, and where there is awareness it’s often based on incorrect perceptions of quality.

    The creative concept of the Ask New Anything campaign seeks to address this by answering prospective students’ burning questions authentically and honestly, using unscripted video responses from current international students.

    We started by researching the most used Google search terms relevant to studying in New Zealand, as well as the most asked questions on our Study in New Zealand chatbot Tohu. We combined this hard data with anecdotal questions from prospective and current students around what they want to know/what they wish they had known, and key brand messages we hoped to get across to our audiences.

    From this we narrowed down to a list of 100 questions and filmed videos with international and New Zealand students, alumni, a teacher, a parent, and a New Zealand employer providing the answers. These videos form the basis of the campaign.

    We also know that word of mouth is a key influence on student decision making. The Ask New Anything campaign not only offers pre-recorded Q&As with current students, but also gives prospective students the opportunity to talk directly to current students through a new Facebook group and scheduled Instagram Live events.

    All of this results in a much more interactive campaign than anything ENZ has previously done. We’re not broadcasting a message to students; we’re asking them to start a conversation, putting prospective students themselves at the centre of the campaign.

    Technical execution

     A typical digital media campaign uses creative digital ad placements on social media, relevant websites and search engines to drive traffic through to a campaign landing page on a website.

    Ask New Anything goes well beyond this, using new technology and a broad range of social media tools to be a true omni-channel campaign. The resulting immersive and pleasantly unexpected experience will help the Think New brand stand out.

    The marketing activity and technology being used in this campaign includes:

    • Tohu the chatbot – Tohu was launched on the Study in New Zealand website in 2018, on Facebook Messenger in early 2019, and on the NauMai NZ website in July 2019. Tohu is the centrepiece of the Ask New Anything campaign as it represents the technology through which prospective students can really ask any question they want. From the launch of the Ask New Anything campaign, Tohu will be able to respond to 100 of the most frequently asked questions with one of the short videos created for the campaign
    • Facebook group - Should a question be asked that Tohu cannot answer, prospective students will be invited to join a Facebook group where they can ask real students their questions in real time. The Facebook group will be managed and moderated by our Kiwi Ambassadors.
    • Instagram Live – Throughout the campaign, a select group of Kiwi Ambassadors will host a series of Instagram Live events. These events will be designed and scheduled to suit the key international regions we are targeting in the campaign.
    • Campaign landing page – There will be a campaign landing page on the Study in New Zealand website. Tohu the chatbot will be the main focus of this page.
    • Social media – Beyond the Facebook group, Instagram Live sessions and use of Tohu on Facebook Messenger, all of ENZ’s student-facing social media channels will be driving the campaign messages. Campaign content will be shared on Facebook, and YouTube and Instagram will feature strongly for both organic and paid media content.
    • Database marketing – The database marketing strategy for the campaign ensures we are reaching all our currently engaged audiences, and nurturing new leads throughout their decision-making journey. Personalised email campaigns will be sent to members of the Study in New Zealand, My StudyNZ and NauMai NZ communities, and to anyone who signs up throughout the campaign period.

    The campaign in China

    Because our audiences in China use different digital platforms to our other markets, the Ask New Anything campaign will follow a different strategy in China. 

    Separate research has been undertaken to identify the most-asked questions for prospective international students in China. Based on this, the most relevant videos will be translated into Chinese and integrated into a campaign rollout on our China platforms:

    Paid media:

    • WeChat
    • Zhihu (Zhihu is China’s version of Quora. In classical Chinese, "Zhīhū" means "Know?". Chinese-language internet users nowadays increasingly resort to Zhihu for expert knowledge and insights into various topics.

    Owned media:

    Tohu the chatbot does not exist on our Chinese platforms, so the China Ask New Anything campaign makes use of the question/answer format in a different way, posing questions to our audience and then supplying key information based on their response.

    On the Zhihu platform we will post questions for both Kiwi Ambassadors and users to answer. Key Opinion Leaders (KOLs) will also be recruited to support the campaign and both ask and answer questions about studying in New Zealand.

    Messaging and Brand

    The campaign concept and the technical execution of the campaign both contribute to the overall brand message of ‘I am New’. It showcases our innovative new thinking and captures New Zealand’s values of societal openness, transparency and manaakitanga.

    Through this campaign, we want to show that New Zealand is an inclusive, collaborative and progressive environment where students are challenged and supported to reach their full potential.

    Our new Think New brand strategy and creative approach position our international education brand for success and redefine what a quality education looks like and means.

    Sector representation and localisation

    The 100 question and answer videos have been carefully planned to ensure a good global representation of our markets. Care has been taken to match the talent to questions based region. So where a question is most important to a certain region, the talent has been matched to that region to ensure the most relevant response.

    The videos feature 18 different individuals representing a spread of sectors and markets. We have included students from all the key markets we are targeting in the campaign. A teacher, employer, Kiwi student and parent are also included.

    In the Facebook group and Instagram Live sessions, prospective students will be able to converse with Kiwi Ambassadors in local language – either directly or with the help of Facebook’s automatic translation technology.

    Toolkit

    Throughout the campaign duration New Zealand education will have an increased digital presence in the 13 target markets listed above.

    New Zealand education providers and education agents are encouraged to leverage this campaign activity for your own marketing strategies.

    Here is a toolkit of resources and suggested actions to help you get started:

    • Ensure your institution profile on the Study in New Zealand website is up to date. Follow these step-by-step instructions to find out how. Please note you will be required a login to access this link.
    • Register for the ENZ Brand Lab. There are over 1,000 images, videos and more available on the Brand Lab for you to download and use in your marketing.
    • Read this article about how to leverage ENZ digital campaigns. You will need to be registered and signed in to the Brand Lab to access it. 
    • Share the Q&A videos from the campaign on your social media channels. ENZ will be creating a spreadsheet with all the YouTube links to make this easy for you navigate and choose the most relevant videos for your audiences. Watch this space or sign up to the Brand Lab to get a notification when this becomes available.
    • Download ENZ’s 2019 Digital Marketing Calendar from IntelliLab. The calendar explains our key dates and strategies for each of our target markets. You will need to be registered and signed in to IntelliLab to access this.
    • If you are an education agent, join ENZ’s AgentLab. This new platform was launched this year. Gain access to online training courses, news, webinars and ENZ updates.

     

  • Publishing Association NZ launch international education website

    Supported by funding from Education New Zealand Manpou ki te Ao (ENZ) under the Future Focus Programme (FFP), the new website profiles New Zealand education publishers for key export markets and customers. Earlier FFP research highlighted that being visible online was one of the key challenges facing New Zealand education publishers seeking to grow their exports.

    The website enables education publishers to showcase New Zealand’s pioneering work in Reading Recovery, Big Book shared reading, and resources for the revitalisation of New Zealand’s indigenous Māori language and culture. 

    It aims to support marketing efforts in the key markets of Australia, China, the United States, and the United Kingdom. It will also be used to support New Zealand’s presence at major education publishing events, such as Bologna Children’s Book Fair and the Frankfurt Book Fair, in 2022 and beyond. 

    The website allows for a quick and easy search including by publisher, category, and publishing rights and demonstrates the quality of education products and services developed in New Zealand.  

    Alana Pellow, Business Development Manager at ENZ, says Catriona Ferguson, Association Director of PANZ and her team worked hard to bring this website to life, with the help of education publishers who provided great content. 

    “The outcome is a user-friendly, appealing and comprehensive website that will showcase the unique products and services of our education publishers to the world,” says Alana. 

  • Updated timeframe for the re-opening of New Zealand's borders

    Note: The information in this story was correct at the time of publication, however, some steps in New Zealand's border reopening plan have now been brought forward. Click here to check the current border reopening steps.

    “To slow the rapid spread we have seen overseas, we are pushing out the start of non-MIQ travel until the end of February 2022”, COVID-19 Response Minister Chris Hipkins said. 

    You can read the full announcement from the Government here.

    The Government has not yet announced the date from which any specific group of foreign nationals, such as international students, will be able to travel to New Zealand or apply for visas to do so.

    Until then, New Zealand’s current border settings will remain in place. Most people outside New Zealand cannot apply for a visa unless they have a border exception. There are limited border exceptions for international students.

    New Zealand suspended most offshore visa applications from August 2020 and that suspension currently extends to August 2022. The Government may decide to lift the suspension, in whole or in part, before August 2022 – in line with its decisions on the stages of the border re-opening.

    It is Education New Zealand’s view that it is better for international students, education providers and agents to wait for certainty on border entry conditions before making new plans or commitments to students.

    At this stage, in most cases, if international students who are now in New Zealand leave, they will not be able to return to the country for the start of the 2022 academic year. They will need to wait to apply for visas and to travel to New Zealand until the dates the Government sets for them to do so.

    At Education New Zealand we understand how much international students and education providers have been through during the COVID-19 pandemic.  We will keep students and providers up to date with the Government’s decisions as they are announced.

    We are looking forward to welcoming international students back to New Zealand.

    More information

    Find out more about visas from Immigration New Zealand if: 

    Find out more about New Zealand’s response to COVID-19:

     

  • Tools

    ENZ has five sets of tools to assist with international marketing: IntelliLab, Skills Lab, Brand Lab, Agent Lab and the Study with New Zealand website.

    Institutions and agents will find everything they need to tell a consistent story about New Zealand’s quality education system and its unique benefits.

    NauMai NZ is the official government website for international students who are already in New Zealand or have chosen to study with New Zealand. The site, managed by ENZ, is kept regularly updated with practical information, tips, and advice for living in New Zealand - all in plain English.

  • Update from Immigration New Zealand

    It is now easier for Chinese passport holders to study short courses in New Zealand if they are travelling from Australia and hold an eligible Australian visa.   

    Chinese passport holders can now come to New Zealand from Australia with a New Zealand Electronic Travel Authority (NZeTA), rather than applying for a study visa.  

    An NZeTA allows you to come to New Zealand as a visitor and study short courses of up to three months. You don’t need a study visa.   

    To be eligible you must:  

    • be travelling from Australia – not transiting through Australia  

    • Hold an eligible Australian visa   

    • Meet NZeTA requirements  

      • be in good health.  

      • have a good character  

      • have a genuine reason for visiting New Zealand  

      • have enough money to pay your expenses 

      • have plans to leave New Zealand at the end of your stay.  

    More information, including the full list of eligible Australian visas, is available on the Immigration New Zealand website: Visa free travel from Australia to New Zealand for Chinese visitors :: Immigration New Zealand.   

    You can request an NZeTA through the official NZeTA app or website : NZeTA application - request an NZeTA | Immigration New Zealand. A guide is available in Simplified Chinese: NZeTA application guide for citizens of China :: Immigration New Zealand.   

     

  • COVID-19: How ENZ is communicating to students, agents and providers

    On our own channels, ENZ’s communications with students are focused on the following streams of work:

    1. Keeping students updated with official government information about the COVID-19 situation in New Zealand, and how this affects them
    2. Supporting international students who are in New Zealand through this difficult time, with content to keep them connected and support their wellbeing.
    3. Keeping New Zealand top of mind for prospective students and providing information about studying here, so we are well positioned to recruit new students when the crisis period is over and borders reopen.

    Agents are a key audience for ENZ, as they are often a student’s first port of call when an issue comes up. Since February 2020, AgentLab has been our primary information channel for communicating with agents updates on COVID-19. The platform has 2,697 users, and has seen a surge in registrations (733 new) in the past three weeks alone.

    We recognise that New Zealand education providers are also communicating with their international students regularly. ENZ hosts a dedicated COVID-19 page for education institutions and stakeholders, and has developed messaging for international students at both a tertiary and secondary school level that providers should feel free to recut for their own channels.

    Finally, ENZ is communicating regularly with institutions and peak bodies through regular meetings and email updates. 

    ​What we’re doing on our student web platforms

    NauMai NZ is our central information for hub for international students in New Zealand. Here, students can find out how to access healthcare, open a bank account, find a rental property, and more.

    Since February, NauMai NZ has hosted a dedicated COVID-19 page that is regularly updated with key information relevant to international students.

    Beyond immediate information updates, our content focus on NauMai NZ for the next few months will be on creating new content to support international students throughout their time in self-isolation and beyond. Wellbeing will be a key theme, as well as helping students stay connected through sharing their stories.

    NauMai NZ COVID-19 information page

    The Study in New Zealand website has a banner at the top and midway down the page that directs to the NauMai NZ COVID-19 info page.

    Tohu the chatbot is available (who lives on the Study in New Zealand website, NauMai NZ and on Facebook Messenger) to answer a number of COVID-19 related queries.

    What we’re doing on student-facing social media

    Our strategy for our student social media pages is first and foremost to ensure COVID-19 information is easy to find for anyone who visits our social pages.  Across our student-facing Facebook, Instagram, Twitter, Facebook Group and Weibo pages, we have ‘pinned’ informative posts and links directing to the NauMai NZ COVID-19 page, for up-to-date, relevant information. On WeChat, we have a site tab with regular updated COVID-19 information.

    Over the coming weeks and months, our social media content will also focus primarily on supporting the wellbeing of current international students. We’ll be working with our Kiwi Ambassadors and other students to share their stories, experiences and tips, helping to keep students connected with each other.

    Student emails

    Most of the emails our marketing team sends out to students and prospective students are automated well in advance. It was therefore important for ENZ to review all of our emails to ensure they are relevant in the current national and international environment. 

    • We have paused all of our automated emails except enquiry emails that link prospective students through to institutions they are interested in.
    • We have emailed our current student and prospective student databases to acknowledge the situation and link them through to the NauMai NZ COVID-19 page.
      • Our key message here was that the safety and wellbeing of international students in New Zealand and New Zealand students who are overseas is our top priority at this time, and we look forward to welcoming new international students when borders reopen, and life starts getting back to normal.
    • We will be considering our ongoing automated email stream options over the coming weeks, and re-assessing any necessary content changes.

  • Creating a China-first digital ecosystem

    Western websites and social media platforms have issues with accessibility, performance and loading speed in China, so ENZ has had to create bespoke digital technology to share the New Zealand education story with Chinese students.

    ENZ carried out focus groups with Chinese international students to gather insights while designing the website to ensure it met the needs of a Chinese audience.

    Its new website has a China domain name (.cn), has been search engine-optimised and is tracked with Baidu analytics (China’s equivalent of Google).

    The site has also been integrated with ENZ’s database marketing system, enabling ENZ to follow up leads and capture marketing data. Having a .cn domain name enables ENZ to run a marketing campaign to boost its search rankings in Baidu.

    The site works strategically with ENZ’s account on WeChat, China’s most popular social media app with more than one billion users.

    ENZ has had an account on WeChat since 2014, and now has more than 53,000 followers.

    In October last year, ENZ brought My StudyNZ to WeChat. My StudyNZ provides personalised study matches for international students exploring study in New Zealand.

    Three-quarters of people using My StudyNZ on WeChat browse their study matches for almost two minutes, which is a good level of engagement.

    Students using My StudyNZ in China are more likely to fund their own studies than students globally (76% compared to 33%) and more likely to have tuition budgets of more than $30,000 (30% compared to 15%). Ten percent are interested in studying at a school, compared to 3% of students globally, which illustrates the high value of this market.

    ENZ’s International Social Engagement Specialist, Nicole Baird, said ENZ has a frequent calendar of social media posts to engage with its WeChat audience.

    “We are also increasing our capabilities to segment our WeChat audience to direct content specific to each follower’s needs,” Nicole said.

    ENZ’s Digital Programme Manager, Lucia Alarcon, said ENZ’s bigger and more robust ecosystem offers useful insights to help inform its marketing strategy.

    “We are able to strengthen and increase our data capabilities and gain insights to inform our marketing decisions.”

    Visit the China site here. Read more about My StudyNZ on WeChat here, or take a look at it by searching for its official Chinese name on WeChat (新西兰留学规划) or by scanning this QR code:

    QR code

  • Clarifying visa process for students sees launch of video guide

    ENZ General Manager Marketing and Communications Geoff Bilbrough said the video would support those considering study in New Zealand. 

    “As we get closer to the end of the year and the peak period for student visa applications it was important to get this information out early and help the students considering New Zealand understand what is involved in the application process.”

    The video outlines what applicants can do to make sure their application is able to be processed as quickly as possible. These include: 

    • checking the student visa information sheet on the INZ website to make sure a good quality application is submitted that includes all the evidence and supporting documents needed to process the application

    • demonstrating that applicants can comfortably afford to study in New Zealand. New Zealand has a thorough funds assessment and INZ looks for genuine sources of funds that are credible and can be verified. If INZ cannot verify funds or is not satisfied that any verification would be genuine, then the application will be declined.  


    It aims to make sure the students understand the requirements before applying.

    INZ receives the highest volumes of student visa applications between October and March. Applications generally take longer to be decided during this peak period, so it is important that anyone who is wanting to come to New Zealand to study next year applies early. 

    “If you want to study in New Zealand next year, INZ recommend applying three months before you intend to travel. This gives you the best chance of having your application decided in time,” Bilbrough said. 

    The video is available on Study with New Zealand the official Government website giving information for students considering studying in New Zealand. ENZ will also be promoting the video on social media in all key markets and making it available to education agents.

    Link to video on YouTube: https://youtu.be/GoqKkkXgIck

    Update on 24/9/2024

    The video is now available in Chinese and Thai and will soon be available in Japanese and Korean. These versions can be downloaded from ENZs's BrandLab. 

     

    For further information:

    Justin Barnett | Director of Communications, Education New Zealand 

    justin.barnett@enz.govt.nz

    +64 021 875 132

     

     

    About Education New Zealand (ENZ) https://www.enz.govt.nz/

    Education New Zealand Manapou ki te Ao (ENZ) is the government agency dedicated to helping Aotearoa New Zealand realise the social, cultural, and economic benefits of international education. Our role is to promote New Zealand as a high-quality education destination offering excellent education and students experiences and to encourage New Zealand students to study overseas.

    With approximately 105 staff in 16 locations around the world, ENZ works closely with New Zealand’s diverse education sector which includes schools, English language providers, Private Training Establishments, Institutes of Technology and Polytechnics (Te Pūkenga), and universities. Internationally, we work with a range of education stakeholders, including government agencies and education providers to identify and encourage sustainable growth opportunities for New Zealand’s education sector. 

     

  • New website for MOE

    The new website will become the gateway to and go-to source for all government information about education, and replaces the former MOE website (www.minedu.govt.nz), which was decommissioned on 30 June 2015.

    The new website is part of a suite of changes MOE has made to its online presence and visual identity to work better across all channels, including online and with mobile technology.

    In line with the change to www.education.govt.nz MOE is also changing its email address from @minedu.govt.nz to @education.govt.nz.

    Now would be a good time to update the relevant email addresses and any links you have to the old website.

    Don’t worry if you miss some however, as emails sent to @minedu.govt.nz address will continue to work, as an ongoing rule.

    Please share this information with anyone else, including agents, who you think would appreciate receiving this update.

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