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• 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.

• China hears our creative story

  Well-known author Emily Perkins addressed student audiences at Fudan University and Shanghai International Studies University in Shanghai; and Sun Yat-sen University and Guangdong University of Foreign Studies in Guangzhou.  

  Emily is the author of four novels, including The Forrests, and Novel About My Wife, and a collection of short stories, Not Her Real Name. She is also currently Senior Lecturer at the International Institute of Modern Letters at Victoria University of Wellington.

  She spoke from her own experience as a student, artist and creative writing tutor. This included talking about the support within New Zealand education for innovation and creative thinking, and the ways students are encouraged to discover their full potential and equipped with the knowledge and skills to achieve it.

  Emily proved a popular speaker, with ready audience participation in question and answer sessions around creative writing and the New Zealand education style.  Questions were sophisticated, and showed keen interest in writing technique and story construction, as well as the creative process. 

  Education New Zealand regional director Alexandra Grace says Emily’s tour was hugely successful. 

  “We need to be doing a lot more showcasing of excellence to tell our education story, and to think creatively about how we do this,” says Alex.  

  “Emily is a great ambassador not only for New Zealand literature, but also for New Zealand education, and certainly the students responded warmly to Emily’s exemplification of New Zealand’s teaching style.”

• Research funding available for China edu-tourism research

  The China Market Information Programme is administered by the Ministry of Business Innovation & Employment (MBIE). It offers dollar-for-dollar support for businesses keen to research improved offerings in this area. 

  The aim is to assist tourism and related businesses to better target and develop products and services for our second largest and fastest-growing visitor market. 

  To be eligible, the research needs to be new, seek to understand the China visitor market better, have a product and/or service development focus, and target one or more of the higher value segments of the market. These segments include the tourism overlap with education services. 

  The programme opened in October 2013, and has allocated funding of $1.6 million over two years. It invites applications from a wide range of co-investors, who can be individual businesses or research syndicates (based on region, itinerary, supply chain or a ‘special interest’). 

  For more information about the China Market Information Programme, see the MBIE website. 

• Agent inbound tours kickoff in April

  This is the start of the 2013/14 round of agent visits supported with Education New Zealand funding on a regional and niche market basis.

  The programme gives regional and sector groups the opportunity to introduce agents directly to their specific education offering. It follows the inbound agent funding offered to regions in 2013, when nine regions hosted 38 agents from 12 different countries involving 75 institutes and schools.

  This year the programme was altered to require matched funding, so hosting organisations contribute half of the costs. It was also expanded to include speciality groups, such as the MARA scholarship coordinators (and one agent) who will tour the New Zealand universities they send scholars to. 

  Regional groups hosting later in the year include Education Wanganui Export Network, Bay of Plenty, Venture Southland, Grow Wellington, and International Education Manawatu. 

  The list of region/sector groups awarded funding this year is shown on the Education New Zealand website, including the countries the agent groups are coming from. 

  To secure matched funding hosts have set up programmes for agents from priority markets that showcase pathway opportunities and foster alumni networks. They have also developed 12-month forward plans in order to build and maintain effective relationships with the visiting agents. All collaborative regional programmes were supported by the local economic development agency.

• Campaigns go live

  New marketing campaigns are launching in these key markets in April and May – the first major campaigns to use the ‘Think New’ brand. 

  Kathryn McCarrison, General Manager Marketing and Channel Development, says the campaigns aim to raise awareness about New Zealand and provide information to people interested in studying here to support their decision-making, and to capture contact details.

  “Our research shows that New Zealand is close to halfway behind the awareness levels of key competitor countries: we’re just not top of mind when students overseas are considering their options.”

   “So these campaigns have a dual focus: to continue to raise awareness of New Zealand as a place to study generally, and to build up a database of students actively considering New Zealand for introduction to institutions and/or agents.”

  “The countries targeted are those identified by industry and in our market research as areas of significant potential growth in the near future.”

  The China campaign launched on Friday 11 April, with India to follow after Easter and Japan in May. 

  “As well as being the first major campaigns to use ‘Think New’, they’re also the first trial of a partnership approach with key education agencies. These agencies will amplify the campaign messages through their own networks,” adds Kathryn McCarrison. 

  “While the campaign messaging will be sector-focused – universities in China, tertiary education in India, and English language schools in Japan – agencies will advise prospective students on New Zealand education as a whole.”

  “Using such a targeted approach allows us to refine our campaign messaging tightly – to be sure we’re reaching people already considering studying in New Zealand with information relevant to their home country in order to generate high quality enquiries.” 

  “It’s a formula we’re trialling with a view to repeating it in other countries.”

  For more information about the first campaign off the block, read this story about the ‘Think New’ China campaign. 

  You can see where it fits into New Zealand’s overall education marketing activities in China here.

• Think New enters China

  It is the first major campaign to use ‘Think New’ brand and campaign concepts since their launch in November 2013.

  Kathryn McCarrison, General Manager Marketing and Channel Development, says while the campaign messaging will be university focused, agencies will advise prospective students on New Zealand education as a whole.  

  “This campaign is designed to target those already aware of New Zealand as a study destination – and turn their general interest into active consideration by introducing prospective students to key agents.”

  “These high-quality leads will go to high-quality education agents who can provide relevant information as students research New Zealand further. While the campaign messaging is university focused, these agencies are well informed about New Zealand and will introduce students to institutions offering all types of programmes and courses.”

  “In the process, ENZ will continue to grow a database of students interested in New Zealand who we can stay in touch with.” 

  Kathryn McCarrison says as well as being the first major ‘Think New’ campaign in China, it’s also the first trial of a partnership approach with key education agencies. 

  “These agencies will amplify the campaign messages through their own networks, reaching many thousands more students.” 

  The campaign will run from mid-April to the end of June, building on the successful CIEET fairs, the Dragons in a Distant Land documentary and ongoing awareness-raising work underway in China.   

  Agencies responding to student enquiries are Shinyway, JJL, New Oriental Vision Overseas and EIC.

  Download the campaign overview

• Tokyo calling: new appointment

  Fiona has a Master of Arts in International Relations from Waseda University, Tokyo. She is a fluent speaker of Japanese and has studied, lived and worked in Japan.  Most recently the Business Education Partnership Coordinator at the Asia New Zealand Foundation in Wellington, Fiona has a solid background in the education sector.  

  Fiona will be based at the New Zealand Embassy in Tokyo from 7 May 2014, following two weeks orientation in New Zealand. An early focus of her work will be finding opportunities to partner with the Japanese government in its push to internationalise education under ‘Abe-nomics’. This may include initiatives such as improved English capacity and delivery, and exposing young people to international perspectives.

  Fiona will also be involved in collaborative efforts by New Zealand government agencies to produce products that are attractive to Japan as it gears up to hosting the Rugby World Cup 2019 and the Summer Olympics 2020. Products may include short-term English and rugby programmes, and programmes that address volunteer capacity building to support these major sporting events. 

  You can contact Fiona at this address: fiona.haiko@enz.govt.nz.

• Hong Kong happenings

  Regional Director for Greater China Alexandra Grace reports Hong Kong has recently received heightened attention from Education New Zealand’s China team, particularly following Secretary for Education Peter Hughes’ visit with a sizeable delegation last October. Minister Steven Joyce also met with Hong Kong’s Secretary for Education Eddie Ng in Wellington in March (at the time of the International Summit on the Teaching Profession), and education was also discussed during the Prime Minister’s visit to Hong Kong in March – the first visit by a New Zealand head of government since 2006.

  Discussions between Minister Joyce and Secretary Ng focused on ‘doing more in education’, including sister-school relationships, study abroad options in New Zealand for Hong Kong students, and joint programmes between education providers. 

  In addition to these high-level discussions, officials have been working closely together on the ground. This includes a delegation from the Hong Kong Education Bureau visiting New Zealand to learn about school-based management, and a formalised arrangement between the New Zealand Qualifications Authority and the Hong Kong Education Bureau for the development of qualifications frameworks. This sits alongside a broader education cooperation arrangement between our Ministry of Education and the Bureau. 

  On the profile-raising and student recruitment front, Guangzhou-based Education Manager, Felix Ye, attended a key education and careers expo in February. Enrolments at New Zealand education institutions by Hong Kong students have dropped in recent years – a trend also reported by Australia, which ascribes the decrease to the high exchange rate. Immigration New Zealand worked alongside Felix at the Hong Kong Trade Development Council Education and Careers Expo (800 exhibitors from 18 countries)  – providing a ‘one stop shop’ for students inquiring about study and employment options. 

  Felix reports many of the students were seeking study opportunities that included internships and other employment options. “Their inquiries reflect a broader interest expressed by students across Greater China and is a key driver that New Zealand institutions will need to address.”

  The China team will be talking further with the Hong Kong Education Bureau and Hong Kong education providers about opportunities for stepped-up collaboration. Alexandra Grace also says they will be doing more work to raise awareness of New Zealand education in the market: “people need to know about us to consider us, and awareness is not currently that high in Hong Kong”.

  She adds the team would be glad to hear from New Zealand institutions about their relationships in Hong Kong, and how they would like to strengthen and expand these -- email china@enz.govt.nz.

  You can see the wider overall China market overview here. 

• Erasmus+ update - European partnership opportunities

  In a December 2013 edition of International Education News, we outlined changes to the European Commission’s education funding programme. The new programme Erasmus+ started on 1 January 2014 and will run until 2020 - the budget for the seven-year programme is EUR14.7 billion, a 40% increase on current spending. It has two categories for participation: ‘programme countries’, who are member states of the EU and other specified European countries, and ‘partner countries’, which is all others including New Zealand.

  The key point of interest for New Zealand is that Erasmus+ will fund international credit mobility exchanges (learner and staff exchanges) between European and New Zealand higher education institutions, without the need for co-funding. Approximately EUR 1.68 billion will be available to fund mobility with non-EU countries.  Applications are made by the European institution to their national agency – see below. 

  The deadline for this programme has been moved back, following some implementation delays, giving more time for New Zealand institutions to build or reinvigorate existing partnerships.  Applications are expected to be invited in September 2014. Funding is allocated to European national agencies, depending on factors such as population and previous uptake of student mobility funding, which means some key European markets for New Zealand will have the largest budgets: Germany, France, Spain, Italy, Poland and the UK.  

  New Zealand higher education institutions can participate in four parts of the Erasmus+ programme. Mobility programmes open later this year: 

  • International credit mobility - which will support 135,000 learner and staff exchanges between European and partner countries (within partnerships with a European institution)  – call for applications by European institutions is expected in September 2014 (closing in early 2015), and every year after.

  These programmes have closed for 2014, but might offer opportunities in following years:

  • Jean Monnet activities - which aim to stimulate teaching, research and reflection in EU studies worldwide – this is the only programme which New Zealand institutions can apply to directly, rather than via a partnership with a European institution.

  • Joint Masters degrees - developed with European institutions, open to institutions and students from anywhere in the world

  • Strategic partnerships and knowledge alliances - non-European institutions can participate if they can demonstrate added value for Europe.

  For more information, talk to your EU higher education partners, or contact Shelley Robertson (Brussels) or Ute Haug (Berlin) for help developing new relationships.