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South Canterbury education of value to all
Students enrich South Canterbury community
Above: Students from 16 different countries attended the Mayoral welcome (Photo courtesy of Kolourcare, Waimate)
Students from 16 different countries spanning Asia, the Americas and Europe recently attended a Mayoral welcome as the school year got underway. As part of their orientation, the students also camped in Peel Forest.
As well as contributing $10 million-plus to the local economy each year, Julie says both local students and the wider community learn a lot from the diverse cultures of the visitors.
She says South Canterbury, with the city of Timaru as the hub, appeals as a destination for international students because of its smaller population, safe environment and record of strong academic achievement.
“The international students love the scenery and access to the outdoors, the friendly locals and our unique teaching style,” according to Julie. “Our local students, their families and the wider community get to experience cultures from all over the world.”
Dunedin follows Shanghai for fashionista
Above: Daniel Kwok with a model wearing one of his creations at his graduate show
Former student from Roncalli College in Timaru, Daniel Kwok, will be showcasing his collection at the iD Dunedin Fashion Week from 18 to 26 April. Originally from Hong Kong, after leaving his adopted high school in Timaru Daniel went on to complete a design degree at Otago Polytechnic.
Last October he showed his collection at the Shanghai Fashion Week as one of six fashion and two communications students selected for a project with the Shanghai University of Engineering Sciences.
Now working at Barkers in Dunedin, Daniel started off selling custom bow ties as a student and has since created KWOK’s Revolutions, building a Chinese cultural influence into his designs. Daniel says he loves Dunedin’s multiculturalism and fashion focus – a perfect fit for his talents!
Korea alumni association reinvigorated
The Association has been energised by the arrival of new members, including recent graduates, and has plans for championing the New Zealand education story with prospective students in Korea and with industry.
Prime Minister Key met 13 alumni of New Zealand education institutions – both Koreans and New Zealanders now based in Korea – who briefed him on the Association’s future direction and activities, and shared their study experiences in New Zealand. The alumni present at the event hold a wide range of positions including fashion designer, music company executive, children’s book illustrator, attorney, CEO of a technology company, a former professor of design and officers in the Korean military.
“A New Zealand education provides many Korean students with a platform from which to launch successful careers in business, academia, and a range of other industries in Korea and New Zealand,” said Lisa Futschek, Education New Zealand’s Regional Director for Americas, Japan, and Korea.
“New Zealand education has strong links with industry and business, meaning New Zealand-educated graduates are work-ready, innovative and flexible. The diversity of the local Korean-Kiwi community in Korea shows the range of choices that can open up with a New Zealand education.”
The Association will organise various activities catering to shared interests and goals of other Korean-Kiwi community such as job opportunities, charitable activities, and a grand networking event in October 2015.
To find out more and join (or recommend a friend that they join!): https://www.facebook.com/NZAAkorea
International Student Barometer results
What can we do differently to meet and exceed students’ expectations?
The 2014 English Language Sector (ELS) and Private Training Establishment (PTE) International Student Barometer (ISB) surveys were commissioned by Education New Zealand to investigate the decision-making, expectations, perceptions and experiences of over 2,000 international students enrolled with New Zealand providers.
The ISB surveys also incorporate a global benchmark to provide an indication of how New Zealand compares to other countries offering English language learning and niche education such as that offered by PTEs.
Overall, students rate their study experience in New Zealand highly – above the global benchmark for both sectors. Students’ inclination to recommend their institution is above the global average 2012 for the ELS, but slightly below the global average for the PTE sector.
Interactive seminars for PTE and ELS providers were held last week as an opportunity for providers to delve a little deeper into the findings and examine best practice activity.
Participants in both seminars were in agreement that the setting and meeting of expectations, and opportunities to meet and interact with New Zealanders were priorities going forward.
Other areas identified by participants for consideration included:
- The need to address the sense of isolation from school and community that some students feel by facilitating involvement in community, cultural and groups and sports clubs.
- Providing timely and accurate information to the student before they arrive in New Zealand, on the programme of study and on the New Zealand lifestyle and Kiwi culture.
- With social networking sites ranking low in importance as an influencer for choice of institution should organisations rethink their marketing activities?
- The provision of tailored pathways advice for students progressing to further study or into employment.
Cricket star hits home the NZ education message
Stephen is supporting the strategy by helping to raise New Zealand’s profile as an education destination among India’s leading universities, faculties and students in the South and West of India.
Stephen’s own brand, shaped from his outstanding international cricket career, resonates enormously right across India and his down-to-earth, humble Kiwi style works well with a wide range of stakeholders.
ENZ’s General Manager International, Peter Bull, was in India last week participating in promotional activities with Stephen and was thrilled both by the former world-class cricketer’s commitment to ENZ’s goals and by the publicity his presence creates.
“The attention on New Zealand education that Stephen Fleming generates among the students and faculties of important universities in India is absolutely tremendous.”
Stephen’s strong India connection can be traced back to 1994 when he faced India in his debut test cricket match. He is now the coach of the most successful Indian Premier League (IPL) franchise, the Chennai Super Kings (CSK), following an exceptional captaincy of the Black Caps.
Using Stephen’s profile in India during April means the three-day ENZ-Stephen Fleming programme of institutional visits and media interviews is happening against the backdrop of the IPL’s eighth season. As the most watched Twenty20 league in the world with a brand value of over US$7 billion, the IPL easily tempts business outside of cricket into action as excitement in India reaches fever pitch.
The first day of the programme took Stephen and ENZ to Hindustan University, a highly ranked engineering and technical college in Chennai, the day after CSK won its first match of this IPL season. The team won off the last ball, sparking even stronger media excitement.
Stephen pitched New Zealand education to more than 500 passionate students and staff at the university whose graduates regularly go abroad for postgraduate studies. Stephen also drew on his own education experiences, talking about his parents’ encouragement regarding the importance of education, and in the value education has had in shaping his future. This was later noted by the university’s reporting on the visit.
Stephen also talked to the audience about the quality of New Zealand’s education programmes, universities and work opportunities in areas including the Christchurch rebuild.
Above: Stephen Fleming delivering an inspirational speech to students and faculty at Hindustan University
“I believe in the value of an education from New Zealand, and I’m always thrilled at the enthusiasm these students show in what New Zealand can offer them in terms of our education proposition,” Stephen told ENZ staff.
The visit also included Stephen’s inauguration of a new cricket academy with some super-star batting by the New Zealand education brand ambassador and an on-air interview at Chennai’s leading English language radio which has an audience of 600,000.
Stephen and the ENZ team finished the day with three print media interviews, with Stephen continuing to prove his worth by bringing cricket conversations back to the benefits of a New Zealand education. He also announced a New Zealand education t-shirt design competition open to students from leading fashion schools in India. Building on recent media success from two fashion-related Prime Minister’s Scholarship for Asia group tours to India, and on New Zealand’s creative, innovative, fresh-thinking approach, the design competition is targeting a niche audience in a market known for engineering, business and IT. The competition closes on 1 July when Stephen Fleming will be photographed in the winning design.
Stephen Fleming and ENZ will be in Mumbai on 16 April and Bangalore on 21 April for more institutional visits and media interviews.
This month ENZ’s India team has also supported agent-led New Zealand fairs in Pune, Kolkata and Ahmedabad with institutions pleased with the quality of students overall. A fourth agent fair is scheduled for Cochin on 21 April while the team also supports a Christchurch Educated mission in-country.
NZ education shines in China
Running alongside the fairs were the ENZ-hosted agent seminars in Beijing, Shanghai and Guangzhou. 34 institutions participated in the seminar in Beijing, alongside 112 consultants, and 46 institutions participating in the Shanghai and Guangzhou seminars, with 60 consultants participating in Shanghai, and 116 in Guangzhou.
A true NZ Inc effort, Immigration New Zealand also attended the fairs and seminars. New Zealand students holding Prime Minister’s Scholarships to Asia and currently studying in China also helped out – and feedback from industry participants highlighted the usefulness of their Chinese-language skills and the value of their more recent experience of the New Zealand education system. The added bonus also being that these students are walking examples of the “outcomes” of New Zealand’s education system.
High-level support for New Zealand institutions in China was demonstrated by the attendance of the New Zealand Ambassador to China, John McKinnon, at the agent seminar and fair in Beijing, and the attendance at the seminars in Shanghai and Guangzhou of the Consul-General in Shanghai, Guergana Guermanoff and the Consul-General in Guangzhou, Rebecca Needham. This underlined the cross-NZ Inc recognition of and support for the key role education plays in the bilateral relationship.
International Market Manager - China, Amy Rutherford said, “I was delighted that so many New Zealand education institutions representing early, secondary, higher and vocational education participated in CIEET 2015 and the agent seminars. These events build on the previous work of industry and Education New Zealand to demonstrate the high value of a New Zealand education for Chinese students – work which is paying off, with New Zealand recently included in the Top 5 preferred overseas study destinations for China’s wealthy, as surveyed by the Hurun Report.”
A million-plus in a month
As part of our support for the Christchurch Rebuild Programme, ENZ partnered a delegation of six institutions led by Canterbury Development Corporation (CDC) to promote the region across six Indian cities.
Agent training sessions in each city reinforced the range of opportunities offered by the Canterbury region. ‘Showcase Christchurch’ events in New Delhi and Mumbai, included visits to prominent Indian institutions, a business development round table and networking session. A highlight was announcing the second annual ‘Christchurch Educated Skills Scholarships’ worth more than NZ$100,000 which received an excellent reception from students, agents and Indian media.
Also this month, through partner ENZ Recognised Agents (ENZRA), Think New branded fairs were held in Pune, Kolkata, Ahmedabad and Kochi. More than 20 New Zealand institutions participated in the fairs which collectively attracted some 1000 pre-screened potential students for New Zealand.
“Working with recognised agents on these fairs enables us to have a wider geographical reach and retain two rounds of New Zealand education fairs in India (in April and August). The fairs all comply with ENZ brand guidelines ensuring consistency in messaging and agents also pre-screen students so a quality turnout is assured,” says Ziena Jalil, ENZ Regional Director – South and South East Asia.
Above: The ENZRA fair in Kochi saw a good turnout of quality students
Amidst the fairs and Christchurch Educated events, Stephen Fleming continued to bat for New Zealand education, connecting with more than 2,200 enthusiastic students through high profile institutional visits in Chennai, Mumbai and Bangalore. In addition to raising awareness for New Zealand education the visits opened up a range of engagement opportunities for New Zealand institutions such as student and faculty exchanges and twinning programmes.
Through a variety of media initiatives, Stephen reached 1,702,218 active readers and listeners across India to convey New Zealand education messages.
Building on this momentum, ENZ has launched two student competitions in India, again aimed at targeting high quality students and raising interest and preference for New Zealand as a study destination.
For more information please email: india@enz.govt.nz
ENZ makes new friends with Kea
Kea helps New Zealanders living offshore to connect with home and with one another, and to share and use their global experience, knowledge and opportunities. It has recently broadened its network to include “friends of New Zealand”.
ENZ sees Kea as another way to link international students and New Zealand educated alumni around the world – and for them to stay in touch with New Zealand and the wider international Kiwi community long after they have returned to their country.
“The partnership will help to grow our network of alumni – our champions of New Zealand’s Education Story – and will provide a way for all current and former students to stay connected to New Zealand,” according to ENZ’s General Manager Marketing and Channel Development Hannah Lee-Darboe.
“Our alumni are really important for their authentic, word-of-mouth recommendations about studying in New Zealand and how important international education is for cultivating long-term global connections,” according to Hannah.
ENZ will help Kea find people to add to Kea’s network and communicate and engage with this audience via Kea.
“This partnership makes so much sense, Kea’s Chief Executive Craig Donaldson said. “Kea’s global network enables students to stay connected to New Zealand after they leave, while it provides an easy way of interacting with alumni and current international students.”
Kea and ENZ are also partnering to develop an international education version of Kea’s World Class New Zealanders (WCNZ) network in South East Asia. WCNZ is made up of high profile industry leaders and includes the likes of Mark D’Arcy, Director of Creative Solutions at Facebook, and London-based jewellery and accessories designer Amanda Allen, whose work appears in Harpers and Vogue.
Kea and ENZ are currently seeking nominations of high profile New Zealand educated international alumni residing in South East Asia to be a part of this very prestigious network. Please send through nominations (name, what and when they studied, brief resume) to Hannah.lee-darboe@enz.govt.nz by May 15 2015.
WeChat – THE Chinese social media
WeChat has become a default social networking tool for Chinese users.
WeChat is China’s version of WhatsApp or Viber but with many additional social networking features. Released in January 2011 it is the largest standalone messaging app with more than 500 million monthly active users of which 15% are based outside of China.
WeChat provides text messaging, hold-to-talk voice messaging, broadcast (one-to-many) messaging, sharing of photographs and videos, and location sharing. It is well integrated with other social networking services. Photographs can be enhanced with filters and captions, and an automated translation service is available.
To understand the scale of WeChat’s growth, the following statistics are interesting:
25% of users check WeChat more than 30 times a day Subscribers spent US$15.3B on mobile data using WeChat last year 86.2% of WeChat users are aged 18 to 36 WeChat users consume more content on WeChat than any other app.
When it comes to marketing, WeChat has a number of advantages;
Relationship building - WeChat acts like a customer relationship management (CRM) tool due its one to one communication, allowing a personal conversation between brands and followers.
Customer Feedback - Customers also use WeChat for collecting information, opinions and comments about products. It is a great platform to gauge consumer satisfaction and to collect followers’ feedback.
Education New Zealand’s WeChat platform was launched last August and has more than 2,500 followers. It is designed to enhance the awareness and understanding of New Zealand education among Chinese students and parents.
Alexandra Grace, Education Counsellor of the New Zealand Embassy Beijing said, “Through the New Zealand’s official Weibo and WeChat, we hope to engage more stakeholders in China about New Zealand’s quality education, encourage exchanges and interactions, promote and enhance cooperation in early, secondary, higher education, and vocational education between the two countries.”
If you are on WeChat, follow Education New Zealand and let us know how this new marketing tool is helping to grow awareness for your business.
Accelerate Your Growth at NZIEC
We’re pleased to outline some highlights of this year’s conference programme prior to registrations opening soon.
Visit www.nziec.co.nz for more information and to register!
Conference theme
NZIEC 2015 brings together practitioners and leaders from across New Zealand’s fifth largest export industry to explore strategies for growth. The Conference provides an opportunity to discuss, strategise and connect with expert speakers and delegates.
The government’s Leadership Statement for International Education outlines ambitious onshore and offshore goals for the international education industry to achieve by 2025. With less than a decade to go until 2025, NZIEC 2015 focuses on how you can Accelerate Your Growth.
To achieve success as an industry, we need to understand key changes in international markets, pursue innovation, invest in capability and communicate a strong brand. Through a range of presentations, workshops, discussions and case studies, NZIEC 2015 will provide a platform to learn what organisations around the world are doing to execute these strategies, and what we can do to improve ours.
Pre-conference workshops
Thursday 21 August features pre-conference workshops – for the school sector in the morning and for all sectors in the afternoon.
School sector pre-conference workshop
A pre-conference workshop for the school sector kicks off at 9am on Thursday morning. Connect with school representatives from across the country while learning about market trends, our key competitors and opportunities to collaborate through SIEBA.
All sectors marketing and market intelligence workshops
The afternoon pre-conference workshops are open to all sectors. Thursday afternoon features a marketing workshop on honing your point of difference followed by a choice of market intelligence sessions spanning the world.
In the marketing workshop, gain inspiration from the Icebreaker experience to help you understand how to stand out from the crowd.
Then, choose from nine future-focused market intelligence sessions featuring cherry blossoms, hashtags and samba! Learn about opportunities spanning the globe – from the Americas to Asia to the Middle East and Europe.
Networking drinks and conference dinner
Join in the celebrations on Thursday evening with networking drinks and conference dinner starting from 6pm.
Friday highlights
The Conference on Friday kicks off at 8.30am and features keynote addresses that will inspire, challenge and provide insight.
In between our fantastic international keynote speakers, you can choose from 12 breakouts on topics ranging from customers and markets, strategy, marketing, operations and innovation.
Breakouts include several sessions featuring the latest data and intelligence, a panel discussion around offshore delivery, a session seeking your input on the International Education Senior Officials Group work programme, and a Lightning Innovation session featuring six industry innovators.
Stay tuned for more detail, and save the date now!
ENZ asks Saudi students: WhyNewZealand?
The 18-member trade delegation included Chief Executives of six education organisations, and the visit provided great opportunities to promote New Zealand’s education system and to profile education companies doing business in the region. The Middle East is New Zealand’s largest export market for the delivery of education products and services, and the sixth largest recruitment market for students.
The #WhyNewZealand campaign targets entries via www.whynz.com and has the primary aim of raising awareness of New Zealand as a study destination. This is Education New Zealand’s first social media campaign in the Middle East and a competition is being run in conjunction with it whereby Saudi students have a chance to win one of eight English language scholarships on offer by promoting New Zealand on Twitter and Facebook. In the 12 days since its launch #WhyNewZealand has already attracted over 9,000 Twitter followers.
As well as participating in events associated with the Prime Minister’s visit, the university and ITP delegation members attended the International Exhibition and Conference on Higher Education (IECHE) in Riyadh, Saudi Arabia; and the Global Higher Education Exhibition (GHEDEX) in Muscat, Oman. The IECHE event week in Riyadh provided an opportunity to launch ENZ’s new Arabic language Study in New Zealand website, as well as Twitter and Facebook pages. A broad mix of Saudi education stakeholders heard from University of Canterbury alumnus, Saleh Alkhozaim, about his experience of studying in New Zealand, and an agent networking event was held to broaden the champions promoting New Zealand as a study destination.
The Middle East region continues to show positive signals for growth, with high levels of engagement via social media; increased investment across Middle Eastern countries in education infrastructure, programmes, and technical and vocational education. If you are interested in discussing the business prospects for your organisation in the Middle East region, send an email to middleeast@enz.govt.nz.