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Ask New Anything
Campaign page: https://www.studyinnewzealand.govt.nz/asknewanything
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.
ISANA NZ: Upcoming workshops
Register now for ISANA NZ's upcoming workshops.
Professional development workshops
ISANA NZ is offering two professional development workshops this spring:
- In Dunedin on 23 October. Click here to register.
- In Auckland on 5 November. Click here to register.
Mental health first aid workshops
In addition, ISANA NZ is offering two workshops in Dunedin and Auckland to help education professionals become more confident assisting students in the area of mental health.
- Dunedin: 23-24 October at the University of Otago. For more information, click here.
- Auckland: 5-6 November at Sorrento in the Park. For more information, click here.
The workshops are limited to 15 places only, so be in quick to register here.
Furthermore, Wintec is hosting free Mental Health First Aid Training for students. These events will be held in Hamilton but students from any area of New Zealand are welcome. For more information and to register, email info@iamher.org.nz or phone 021 100 7363.
New travel rules for NZ coming soon
From 1 October, some international visitors and transit passengers must have an NZeTA (New Zealand Electronic Travel Authority) before travelling to New Zealand.
The NZeTA is a new border security measure. It is not a visa and does not guarantee entry to New Zealand.
From 1 October 2019, travellers must have authority to travel to New Zealand. This means they must hold one of the following:
- An NZeTA (or an NZeTA exemption)
- A visa
- Citizenship of New Zealand or Australia.
What does this mean for international students?
People who are planning to come to New Zealand to complete a short-term course will need to apply for an NZeTA if they are coming from a visa waiver country. Friends and family planning to visit students in New Zealand will also need one, as well as education agents visiting on business.
International students who require a visa to study will not need an NZeTA.
Travel agents, student agents and schools can assist international students with applying for the NZeTA by downloading the NZeTA mobile app or visiting the Immigration New Zealand website.
There is a small fee attached: NZD$9 for mobile app requests and NZD$12 for website requests.
The only official way to request an NZeTA is through Immigration New Zealand. Travellers should be advised not to request an NZeTA through any unauthorised third party.
Visit the Immigration New Zealand website here for more information.
See a factsheet on the NZeTA here.
Global initiatives show the benefits of collaboration
New Zealand Ambassador to Thailand, Taha Macpherson, at the opening of the AUT/RMUTT Thai-New Zealand Centre.
Auckland University of Technology (AUT) is celebrating two new transnational educational initiatives.
Designed to share New Zealand’s unique education offering with the world, these new projects are the result of years of relationship-building.
AUT joined with Thailand’s prestigious Rajamangala University of Technology Thanyaburi (RMUTT) to open the AUT/RMUTT Thai-New Zealand Centre earlier this month.
Based at RMUTT’s Bangkok campus, the centre is dedicated to English language learning – for students, entrepreneurs and the general public. Eventually, this will enable more Thai students to study at English-speaking providers overseas.
Secondly, in early August, AUT became the first New Zealand university to sign a Memorandum of Understanding (MOU) with the Tokyo Metropolitan Board of Education. This makes AUT the official institutional partner for the board’s new learning platform to promote inquiry-based learning to both students and teachers.
ENZ General Manager International, Lisa Futschek, describes these collaborative efforts as “significant milestones”.
“Transnational education initiatives like these ones not only raise the profile of New Zealand education overseas, but are crucial steps in New Zealand’s internationalisation journey,” she says.
Education New Zealand welcomes urgent changes to pastoral care for domestic students
ENZ Chief Executive Grant McPherson says, “The New Zealand education sector has long been recognised as leading the way in providing great pastoral care for international students, and we welcome the news that a code for domestic tertiary students will be introduced next year.”
New Zealand has had a compulsory Code of Pastoral Care for International Students since 2002. The Code provides an additional duty of care to provide assurance about the quality of the New Zealand system to prospective students and their families.
International students already have strong protections in place in the existing Code of Pastoral Care for International Students, including safety, wellbeing and accommodation and they will continue to be well supported to have an excellent experience while studying during 2020.
McPherson says international providers need to be aware of one important change that affects them. New offences and penalties introduced today will also apply to institutions enrolling international students. These offences and penalties are for severe breaches of the Code.
The interim domestic tertiary code will be in place from 1 January 2020 until 1 January 2021. Next year, the Government will develop a permanent Code of Practice with significant sector engagement to ensure it is enduring. This will provide an opportunity to address any gaps in the current Code of Pastoral Care for International Students, in time for 2021.
“Education New Zealand welcomes any initiative that ensures all students receive a high-quality education and a positive experience that supports their educational achievement.”
Further information:
- Minister’s media release
- Cabinet paper
- The Education (Pastoral Care of International Students) Code of Practice 2016 is administered by NZQA who can, with the Minister’s permission, delegate administration functions to Universities NZ
Spotlight on Japan
When young Japanese student and talented rugby player Megumi came to New Zealand for six weeks to learn English in 2018, she loved it so much she decided to stay.
Her welcoming host family and peers were a large part of why she chose to make the move – on top of the chance to play rugby four times a week and learn at a high-quality secondary school.
Megumi is just one of the over 9,000 Japanese who come to New Zealand annually to study.
In fact, Japan is the third largest source country for New Zealand’s international education sector.
“New Zealand really values its education relationship with Japan, which stretches back over 60 years,” ENZ General Manager International, Lisa Futschek, says. “It’s economically important, but it also helps to enrich our young people’s lives and maintain strong cultural and people-to-people ties.”
The number of Japanese students coming here to study has grown steadily since 2013, and looks likely to increase as a number of Japanese government policies centred on internationalisation take effect.
ENZ Senior Market Development Manager for Japan, Misa Kitaoka, says 688 people visited the 2019 ENZ Fair, held in September; an all-time high and up from 500 visitors in 2018.
“I noticed significantly more parents with young children were present at the fair and this is likely driven by the fact that English will become a compulsory subject for primary-schoolers in Japan next year from 2020,” she says.
While the market demand has traditionally been focused on short-term programmes (less than three months), Misa also saw increasing interest in the long-term studies among the visitors. Given the Japanese government’s internationalisation agenda, Japanese universities are increasingly adopting the Admission Office (AO) method of assessing applicants. This means there is less emphasis on Japan’s university entrance exam held once a year, allowing those students who return from New Zealand with NCEA certification to more easily apply to Japanese universities.
Scholarships are also playing a part in generating interest in New Zealand. The Japanese government also support a series of scholarships. The Japan Student Services Organisation (JASSO), for example, offers monetary awards for both inbound and outbound students studying at tertiary level. The TOBITATE (“leap for tomorrow” in Japanese) Study Abroad initiative administered by the Ministry of Education, Culture, Sports, Science and Technology (MEXT) also provides scholarships for both school and tertiary students to study overseas.
What do Japanese students love about New Zealand?
Most Japanese students travel to New Zealand to study at secondary school level.
The opportunity to learn English in a safe and supportive environment is attractive to many Japanese learners, as is the chance to visit a country that is almost as rugby-mad as Japan. Programmes such as Game On English leverage both interests, bringing students here to both learn English and play sport at the same time.
New Zealand’s unique style of teaching is also a major attraction for prospective Japanese students and their parents. From primary school on, Kiwi students are encouraged to work collaboratively with digital devices, which develops the “21st century skills” promoted by the Japanese government and outlined in a report published by the World Economic Forum. Additionally, Japanese students coming to New Zealand will experience this learning environment in an inclusive and diverse environment with many different cultures.
Many Japanese alumni report that the Māori culture made a big impact on their time in New Zealand. Research released by the Asia New Zealand Foundation in September this year, New Zealand and Japan: To Our Future, identified Japan as the Asian country that held the most culturally similar views and values to Māori culture.
“The importance Japanese people place on reciprocity and hospitality resonates with values like manaakitanga and kaitiakitanga. Both cultures emphasise respect for elders, take a long-term perspective and stress personal relationships underpinning business dealings.”
2019 Rugby World Cup
Education New Zealand, alongside other NZ Inc agencies, have concentrated efforts on raising New Zealand’s profile in Japan during the Rugby World Cup 2019.
New Zealand and Japan: To Our Future found that many Japanese have a limited view of New Zealand. New Zealand was seen as being safe, clean and green, but also a little unsophisticated and not as technologically advanced as Japan.
Tourism New Zealand led the hosting of a pop-up event with support from ENZ last month.
Prime Minister Jacinda Ardern attended and posed for pictures with former All Blacks captain Richie McCaw and international alumni.
ENZ’s Misa Kitaoka says cross-agency collaboration like this is one of the most effective ways to increase awareness of New Zealand among the Japanese public.
“As destination marketing plays a key role for us, I hope to leverage high-profile NZ Inc activities and ministerial visits.”
Insights from Europe's biggest international education conference
EAIE is the main annual international education conference in Europe, and September’s event in Helsinki was the largest to date, attracting 6,200 higher education professionals from 95 countries. 
ENZ Senior Advisor – Special Projects, Bronwyn Shanks, sees unique opportunities in the Europe market. “New Zealand education offers a contrast to the traditional, theoretically-based learning we often see in European systems,’’ she says. “New Zealand’s natural environment is already a big drawcard, and our practical, hands-on approach also attracts European students to New Zealand’s ITPs and PTEs.’’
European students willing to pay for education like to see a clearly defined return on their investment, she says. This means gaining skills for the future of work, learning to think critically, collaboratively and globally.
In areas of Europe where youth employment is high — it’s over 20 percent in France and above 30 percent in Italy and Spain — the focus is also work preparedness and employability.
ENZ’s focus markets in Europe are Germany, France, the UK and Scandinavia, as well as Italy at secondary school level only. Each market has its own nuances, but all have strong bilateral ties and research links with New Zealand, so it makes sense for ENZ to work with other New Zealand government agencies and institutions to build on those relationships.
Outside the UK, European students are used to a free public university system, which makes this a price-sensitive market. On the other hand, there are policies in place to encourage international student mobility and provide funding, for example through Germany’s Academic Exchange Service (DAAD), generous government funding programmes in Scandinavia, and EU programmes such as Erasmus+.
“To realise the opportunities Europe offers – especially if we’re being realistic about the resources we have – we need to focus on enhancing international engagement. This means partnering with education agents and building both institution-to-institution links and government-to-government relationships to expand our reach.”
From the CE: Committed to a quality student experience
I therefore welcome the Government’s announcement this week of a new, interim code of pastoral care for domestic tertiary students in place for 2020. New Zealand is a world leader in providing pastoral care to international students and has had a code in place since 2002.
The domestic code will complement the Education (Pastoral Care of International Students) Code of Practice, which provides assurance about the quality of the New Zealand study experience for prospective international students and their families.
The interim domestic code will not affect international students next year.
Providers, however, need to be aware of one important change that affects them. The Government is introducing new offences and penalties which will also apply to institutions enrolling international students. These offences and penalties are for severe breaches of the Code. Providers can comment on the Bill during the Parliamentary Select Committee submissions process this month.
Next year the Government is developing a permanent Code of Practice which will include opportunities for the sector to engage and contribute to its development. It also provides an opportunity to address any gaps in the current Code of Pastoral Care for International Students, in time for 2021.
ENZ is committed to a quality experience for all international students. We have worked with providers and students to develop resources for students to support their journey – from discovering New Zealand as a destination, through their decision-making process, while they study here, and up until the time they depart and become ‘ambassadors’ for New Zealand. We welcome the use of these resources by our industry partners to support your work with international students.
Resources like Study in New Zealand help students considering New Zealand as a destination. International students can search for courses and scholarships and register with My StudyNZ, which matches them with courses and institutions and enables them to track their applications.
NauMai NZ provides information on life as an international student living in New Zealand. It focuses on their support and wellbeing, helping them to make social connections and reducing the possibility of students feeling overwhelmed. It includes practical information and advice on everything from how to open a bank account to understanding Kiwi slang.
I’m also proud of our new campaign, ‘Ask New Anything’, launched last week. It features students providing unscripted answers to real questions from prospective students. It’s our most technologically advanced campaign to date using Tohu, a chatbot, to answer questions about studying and living in New Zealand.
I invite you to have a look at this and our other resources and to share them with your teams and international students.
After all, our shared goal is to ensure international students are well-informed and supported to enjoy a high-quality education and experience here in New Zealand.
Ngā mihi
Grant McPherson
Chief Executive, Education New Zealand – Kaihautū, Manapou ki te Ao
Wellington International Students Excellence Awards showcase the value of international education
Established in 2016, the Wellington International Student Excellence Awards, held by WellingtonNZ, recognise high-achieving international students based in the Wellington region.
Awardees included Academic Excellence Award winner and Whitireia NZ/WelTec student Matthew Hitchener from England, who was honoured for his project introducing pelvic binders to paramedic services in Wellington. Pelvic binders are commonly used overseas to compress the pelvis to prevent bleeding in those with a pelvic fracture. After a successful trial on a LifeFlight helicopter, the binders will soon be launched on all Wellington Free Ambulances.
WellingtonNZ Workforce and Business Growth Manager, Matt Carrere, says the awards show both what the Wellington region can offer international students, as well as the vast contribution students make to the region in return.
“Wellington is an interconnected, social and diverse region where international students learn and thrive. It’s unsurprising that many choose to remain here after their studies to pursue a career.”
The awards also recognised individuals and organisations that work to welcome international students to the region.
PhD candidate at Victoria University of Wellington, Anna-Marie White, received the Internationalisation Award – Domestic Student for organising regular PhD writing workshops (or ‘bootcamps’) with international students.
She was nominated by a group of PhD candidates from around the world, who said: “Anna has expressed her manaakitanga to her international friends and has increased our feeling of home, our love of New Zealand, and our passion for our research. Bootcamp will always be the highlight of our PhD studies, and Anna is a member of the Wellington community that you can be incredibly proud of.”
This year’s Internationalisation Workplace Award went to Wellington tech company MarginFuel for offering employment and internships to 20 international students and graduates.
“MarginFuel offers the students opportunities to further their careers, and in return we have found the students are intelligent, hard-working and add a rich layer to our team culture,” CEO Andrew Pascoe says. “New hires especially comment on how culturally diverse we are, and how this adds so much to the organisation.”
For the full list of winners, visit the WellingtonNZ website.
Massey and Education New Zealand collaborate on digital marketing service
How prospective students interact with a New Zealand provider before they enrol can make all the difference, when it comes to whether or not a student makes the leap. EOS is a digital tool, managed by ENZ, that has the potential to improve this process significantly.
EOS involves digitally linking up ENZ’s student-facing marketing platforms that provide tailored information about New Zealand with students offshore – such as www.studyinnewzealand.govt.nz, and Massey’s international student Customer Relationship Management (CRM) system. It works by sharing students’ interest in Massey (with their permission), with the university, allowing the Massey team to begin engaging with them through their own marketing processes.
This service benefits both ENZ and Massey: Massey receives leads that ENZ has generated, and ENZ can keep an eye on students to help better understand what marketing activities generate applications that are the best fit for New Zealand.
Massey Manager of International Marketing and Communications, Rachel O’Connor, estimates that the EOS saves about three minutes’ work on each prospective student. In just two months, that’s added up to just over 32 hours of her team’s time.
“We’re improving our understanding of our students’ digital journey through seamless integration, improved automation and better reporting,” she says. “I love the fact that we can actually see things like the most popular courses, markets and demographics.”
Of the prospective students ENZ has shared with Massey, 10 percent have started the enrolment process, and five percent have completed their application.
EOS has been 18 months in the making – and its development has been a collaborative effort between ENZ, ENZ’s data partner SpeakData and Massey.
ENZ Director Marketing Platforms and Campaigns, Euan Howden, says Massey saw the potential of the EOS pilot early.
“The completed project is an excellent example of the value to be gained from partnerships – we’re already working on connecting more institutions to the EOS.”
The EOS is currently available to all universities and some larger PTEs – and ENZ is looking at how it can also be of benefit to other parts of the sector such as schools and ITPs. Once the service has been fully established, ENZ will give further updates on its performance and rollout.
If you would like to learn how your institution could use the service, please contact ebd@enz.govt.nz.