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  • Brazilian bloggers to report the Dunedin study experience

    While Caio Komatsu (25) from Sao Paulo studies Outdoor Adventure Leadership at Otago Polytechnic, and Luana Mazotti (24) also from Sao Paulo studies English at the University of Otago Language Centre, they will also both produce video diaries and blogs offering insights into local lifestyle, culture and attractions. 

    Together the influential bloggers reach almost five million people through their popular culture blogs Fail Wars and Puro Veneno. They’ve been brought to New Zealand following successful similar social media campaigns into the Brazilian market, also featuring bloggers. The cooperative venture between Education New Zealand and the two Dunedin institutions is again supported by education social media consultancy Conversa.

    ENZ General Manager, Marketing and Channel Development, Kathryn McCarrison says the pair will make excellent ambassadors for New Zealand’s international education programme. "It’s great to be able to use the networks and social media skills of admired and connected social media personalities like Caio and Luana. This is an innovative approach that we hope to roll out and replicate in other target markets across the world."

    The blogging pair will also provide advice on ways to better engage with Brazilian youth. 

  • New penguins arrive in New Zealand

    They are the third group of scholarship students sent to New Zealand by the Chilean Government since the "Penguins Without Borders" programme was expanded from 40 to up to 100 students during the Prime Minister's trade mission to Chile last March.

    The students, known as penguins due to Chile’s distinctive black and white school uniform, are here to expand their international outlook. The breadth of study options and experiences here are a major drawcard.

    Regional Director for Latin America, Lisa Futschek, says 140 Chilean students have experienced New Zealand’s world-class education system through the programme to date. In a new development with this cohort, Education New Zealand (ENZ) negotiated the inclusion of single sex schools and private schools in the programme for the first time.

    "Feedback from the students themselves, their families and Chilean officials has been really positive. There will be a new administration in power in Chile in March, and ENZ is working hard to secure New Zealand as a continuing destination for these students." 

    ENZ's work in Chile has already generated media coverage there about New Zealand education and the penguins programme, including stories in key publications including regional El Mercurio newspapers and national TV stations Canal 13 and CNN Chile. 

    Business Development Manager Richard Kyle says the wide range of course options for students in New Zealand has engaged both the Chilean students and the media.

    "It really is a distinctive strength of our schools that we can meet individual learning needs and interests by offering such a diverse curriculum and extra-curricular activities. It’s one of the first things past penguins talk about and it’s something that’s piqued Chilean media interest when they’re reporting on what these students will see and do."

    To watch an interview (in Spanish) with New Zealand Ambassador John Capper about the penguins, go to: www.cnnchile.com/noticia/2014/01/24/escolares-chilenos-estudiaran-un-semestre-en-nueva-zelandia.

  • NZ education front page in India

    The story, an interview with Education New Zealand’s South Asia Regional Director, Ziena Jalil, was the result of a nationwide awareness-raising mission currently running in India. This includes joint media briefings with ENZ and Immigration New Zealand, and Indian news and education journalists visiting New Zealand. 

    The media work promotes New Zealand as a study destination and education business partner to influential Indian media that are widely followed by prospective Indian students and their parents. 

    Early results are pleasing, with extensive coverage highlighting the benefits of study in New Zealand. The media work has included regular feeding of stories, and two joint media briefings with Immigration New Zealand in New Delhi and Mumbai. More briefings are planned, covering the country from Chandigarh to Kochi.

    The combined approach with INZ has been a particularly successful feature of the mission, Ziena says. It is the first time the two agencies have fronted media together, and the effectiveness of the collaboration suggests it may be useful in other target markets. 

    “The media are also very interested to find out more about immigration related issues so it is great to have Nathanael Mackay, INZ Area Manager, to answer questions about visa processing times and work rights associated with student visas,” she says.

    “More than 11,000 students from India are currently studying in New Zealand, making India one of the fastest growing student markets for New Zealand. Our media work is a great way to raise awareness of the growing Indian presence in New Zealand as well as the business and education partnerships which are underway and in the pipeline.”

    February has been a busy month for Indian media in New Zealand too, with two specialist Indian education writers visiting.  

    Malini Sen, the editor of the Education Times (part of The Times of India), spent five days in early February meeting Indian students in New Zealand and touring universities, institutes of technology and polytechnics throughout the country. One student she talked to was Kevin D’Souza, a former advertising executive from Mumbai. Kevin enrolled in the MBA programme at the Auckland University of Technology after deciding he wanted to "skill up" while "spending more time with my family and enjoying the slower pace of life in New Zealand".  

    On 24 February the editor of Education Plus (the education supplement of The Hindu) arrives for a week’s visit. The Hindu is considered the most influential paper in India, with particularly strong coverage in south India. Archana Subramanium’s focus will be on the niche courses New Zealand has to offer, such as marine biology and geology. 

    Having journalists on the ground can provide surprising insight. A chat with border security staff at Auckland airport revealed a need for arriving students to have more information about the presence of Indian speciality food stores here, saving a lot of food confiscation in customs. Malini Sen promised to confirm to her Education Times readers that Indian foods are widely available in the multi-cultural country that is New Zealand. 

  • Growth Fund applications open

    The IEGF aims to support innovative projects that go beyond ‘business as usual’ – for instance this funding can help accelerate your market expansion plans, develop offshore partnerships or build a new product or channel to market. 

    There has been some fine-tuning of criteria and the selection process, based on feedback from earlier rounds. ENZ Business Development Manager, Adele Bryant, says the new form is designed to guide applicants easily through the process, and in particular help you explain how a project will meet key selection criteria -- including level of innovation, expected commercial return, scalability, value for money and extent of collaboration both on and offshore. 

    Success so far

    Since the fund was piloted in April 2013, 41 projects and 31 institutions and education exporters have received ‘matched project funding’ of between $10,000 and $50,000.  

    Some good results have been achieved already from projects funded in that first April 2013 round.   Wellington-based company Software Education has launched five new courses in Singapore and signed six new partnerships with US organisations, while Kiwa Digital, of Auckland, has used its funding to close international contracts valued at $386,000.

    Victoria University of Wellington used IEGF funding to develop a niche marketing campaign for its high value, postgraduate law programme in Germany and Southeast Asia. The university says without IEGF funding it would have taken longer for the university to gain the market penetration it wanted in Singapore, Thailand and Germany.  The results are an 18% increase in offers of places over 2013 and new relationships with institutions that will help feed the student pipeline into the future.

    Online Education, a start-up company based in Hamilton has developed Code Avengers to teach computer programming.  The product can be used in classroom settings around the world as well as in the potentially huge US home school market.  While still in the development phase the company has used its IEGF funds to “accelerate the speed of many tasks from promotion to IP protection to product development”.  While revenue is small it is growing quickly with an 800% increase over the last year, of which some 80% comes from export sales. The company is now having the product translated into Spanish and Dutch and is in negotiation with overseas distributors as it moves quickly to capitalise on its improved international profile. 

  • Great ideas from schools

    The ENZ Schools’ Reference Group was set up last year as a way to collect school feedback and ideas about how the sector can best develop. 

    ENZ Business Development Manager Mary Camp says the latest meeting on 25 February generated a swag of suggestions for the professional development workshops held in the lead-up to the New Zealand International Education Conference (NZIEC). More are welcome…

    “This reference group is really benefitting our work to support the industry,” Mary says. 

    “Given there are so many schools, spread from one end of the country to the other, and with so much variety of character and programme, it can be hard for us to be sure we’re hearing what we need to hear from schools.”

    “It’s great now to have an official channel open for that conversation, as well as the other connections we have through regional clusters and the like. We’ve been able to design services and products to suit schools’ current needs, and schools’ feedback on other parts of Education New Zealand’s work has been hugely valuable.”

    Mary says the pre-conference workshops in 2013 (on business planning, social media and working with agents) were well attended and rated highly by participants. The aim is to keep relevance high for this year’s NZIEC –  held in Wellington on 21-22 August 2014. 

    Additions to this ‘working topic list’ from the Schools’ Reference Group meeting are welcome:

    • Collaboration – looking at different collaborative business models, eg regional, niche

    • Homestay systems/ processes, building your homestay community, sharing ideas

    • Alumni – using them effectively

    • Agent perspectives – what are they looking for? (panel)

    • Market analysis – including hard stats, competitor analysis, and recommended key markets for schools.

    To make a suggestion for workshop topics please contact one of ENZ’s Business Development Managers for the school sector, Richard.Kyle@enz.govt.nz or Mary.Camp@enz.govt.nz. 

  • University launches global brand

    The focused work to create Massey University Worldwide was supported by $150,000 funding through Education New Zealand, as part of the government’s strategic initiatives to increase the volume of offshore education delivery by New Zealand providers.

    The new brand was launched in Wellington on 25 February, at a function including the representatives of 11 embassies.

    Massey University Worldwide aims to connect and expand the institution’s existing distance learning and transnational activities, which have included partnering with the Singapore government on food technology training, delivering postgraduate programmes for the Royal Brunei Armed Forces, and a blended programme for South Asian veterinarians and public health professionals.

    Vice-Chancellor Steve Maharey says Massey University Worldwide is a natural extension for Massey.  As one of the first universities in the world to launch distance and online learning, Massey has developed strong relationships around the world over many years.

    He says the work to create a strong brand for transnational education came in response to “rapidly growing demand for high quality programmes delivered by internationally focused universities in the student’s own country”.

    “Massey University Worldwide expands our teaching and research activity internationally helping to secure tertiary education as a major export earner for New Zealand.”

    Programmes the university aims to grow under the brand’s umbrella include high quality niche offerings in Massey’s key areas of expertise such as agriculture, business studies, emergency management and design. The university will further develop online programmes to align with international student’s current requirements, making use of emerging technology and delivery platforms such as Massive Open Online Courses (MOOCs), as well as working with New Zealand businesses based offshore to build capability, and to bid for more internationally funded research.

    Mr Maharey says it’s exciting to be working at the heart of transformational change in New Zealand’s education industry.

    www.massey.ac.nz/worldwide

  • Full house fairs

    The fairs in Santiago, Sao Paulo, Rio de Janeiro and Beijing, as well as New Zealand fairs in Surabaya and Jakarta in Indonesia, were all characterised by big crowds, with lots of keen interest shown by prospective students. 

    The prize in the round went to Beijing, where the New Zealand exhibition was awarded ‘best pavilion’ by the organisers of the China International Education Exhibition Tour (CIEET).  CIEET is acknowledged as China’s most influential international education fair ¬– the October 2013 tour attracted 443 education institutions from 32 countries, and over 40,000 visitors. Numbers were high again this year: on day one of the Beijing event, Education New Zealand staff handed out 1200 brochures. 

    We applied a bit of ‘Think New’ to our fair programme in Latin America this year. Innovations introduced in Chile included partnering with a reputable local education media/expo company to run a New Zealand only fair, which produced real improvements in the number and quality of student attendees. This bodes well for the coming fair in Bogota, Colombia. In Brazil we attended the FPP Edu-Expo commercial fairs in Sao Paulo and Rio de Janeiro and the New Zealand pavilion at both fairs was really popular.

    Another innovation was to host a live feed from two Brazilian bloggers currently studying in Dunedin (between them this pair have an online following of several million). The sessions with Caio Komatsu and Luana Mazotti at the New Zealand stand ¬in Sao Paulo attracted a lot of attention, with the second sitting extended from 30 minutes to an hour to accommodate all the questions from students at the booth.  

    In Indonesia, the New Zealand Education Fair in Jakarta was opened by the Minister of Tertiary Education, Skills and Employment Steven Joyce. The official launch, accompanied by a cultural performance by Te Puia, was well attended by over 20 media organisations, including national and cable television.

    A new aspect of the Jakarta fair was an alumnus presentation, by a graduate of Takapuna Grammar School and Auckland University. Vikra Ijas held a large audience in thrall with a humorous presentation on ‘The seven hardest things about living in New Zealand for Indonesian students’. With a closing endorsement “Life is about choices, I made the right one” it was a high value addition to the fair programme, the organisers believe.  

    Student numbers were high in Jakarta and in the fair in Surabaya the day before, with lots of the attending institutions commenting on the increased numbers of high quality prospective students, and greater awareness of New Zealand as a preferred study destination. 

    Next up: 

    March closes with events in Kuching, Malaysia (where New Zealand Week festivities are keeping Kiwis in the spotlight in lots of ways), and Shanghai and Guangzhou, China. In April, the fair round kicks off in India and in the Gulf states.

    Hyderabad fair advisory

    If you’re interested in The Hindu Education Plus fair in Hyderabad on 27 April, please get in touch with the organisers directly. Due to space restrictions we will run only a standalone ENZ booth. If you want to participate please contact event organisers directly: www.thehindu.com/features/education/article5339215.ece.
     

  • Beyond the Summit: the world visits New Zealand education

    The Summit is co-hosted by New Zealand, the OECD and Education International. It draws together representatives of the highest achieving and fastest improving education systems in the world, as measured by the OECD through the Programme of International Student Assessment (PISA) survey. Invited attendees include Ministers of Education, teacher leaders, and heads of national teachers’ unions.  

    The theme for the 2014 Summit is ‘Excellence, Equity and Inclusiveness – High quality teaching for all’.

    On either side of the Summit, the delegations have opportunity for bilateral meetings with government leaders and officials in Wellington and also for visits to peak bodies and education providers. These include a chance to see how education is delivered on an urban marae in Auckland, and how Christchurch schools and early childhood education centres are responding to the post-quake challenge.

    Government officials across various agencies are working together to support the visits by the international delegations, which include education leaders from Hong Kong, Japan, Germany, Poland, Singapore, the Netherlands, UK, USA, Canada, Denmark, Estonia, Finland and Sweden. There are also invited observers coming from Niue, Samoa, Tokelau, Tonga, Vanuatu, Cook Islands and Solomon Islands.

    For more information about the International Summit on the Teaching Profession, see the ITSP webpage. 

  • Think New in translation

    The Brand Lab online marketing toolkit run by Education New Zealand (ENZ) for industry users now includes over 200 individual pieces of marketing material in these languages: Chinese, Thai, German, Spanish, Portuguese, Japanese, Korean and Vietnamese. 

    That means there are translated versions of 11 posters, 3 brochures, various advertisement templates and the ‘New Zealand education story’ videos (subtitled).

    ENZ International Marketing Director Rachel Winkel says the translations truly internationalise the Think New brand, introduced in 2013. 

    “The brand and its supporting materials were designed to better promote New Zealand education internationally. The idea behind developing these resources is to build awareness of New Zealand education internationally – who we are and what we offer as a country – which paves the way for you to introduce your school, university, business or institution and its distinctive strengths in more detail.”

    Rachel Winkel says the translation project was “quite a big” undertaking that is expected to markedly strengthen the value of the free marketing toolkit to industry users. 

    “The Brand Lab is already proving really useful to education organisations. We have over 1,100 registered users now, and that is steadily rising every month, along with the number of downloads of materials from the site.

    “It is great to see lots of the ‘Think New’ material in use at fairs and in other recent marketing initiatives by industry – it means we are building a shared foundation of awareness of New Zealand as a ‘go to’ education destination.”  

    Having translated material available was the obvious next step for The Brand Lab, she says. 

    “It’s all about making it easy for education institutions and agents to reach out to audiences in their own languages.”

    Phase two of the translation project is underway, involving the creation of digital assets for different markets, in the form of web banners in a range of popular sizes.

    The Brand Lab use is free for organisations involved in New Zealand international education. 

    You can access the translated marketing collateral, as well as the existing English versions and hundreds of photos, on The Brand Lab.

  • New Zealand universities feature in Chinese TV series

    All About Going Abroad is a television series that introduces overseas university education to its international audience. The series covers aspects of student and academic life, including learning facilities, social and sporting activities, key programmes and city life. Four to five episodes will be produced as a result of the crew’s visit to New Zealand. 

    The opportunity was facilitated by Education New Zealand’s China team and offered to all New Zealand universities, with the University of Auckland, Auckland University of Technology, Massey University and Victoria University of Wellington deciding to get involved. 

    Alex Grace, ENZ’s Regional Director for Greater China, says the series is a great way to raise New Zealand’s profile with a large audience.

    “China is New Zealand’s leading source country for international students but, despite this, New Zealand is still quite poorly understood as an education destination. We’re delighted our institutions were able to take up this opportunity to introduce themselves and their offering in much greater depth.”

    International Channel Shanghai has a global audience of 9 million. The New Zealand-focused series is due to be broadcast in October.

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