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New Futures Need New Paths
New Futures Need New Paths launches on 15 April and runs for eight weeks.
This campaign builds on the messaging introduced in the 2018 Future Proof campaigns while moving towards the updated positioning of ENZ’s Think New brand, which is to be launched later this year.
We encourage New Zealand education providers and ENZ Recognised Agencies to leverage ENZ’s digital activity by utilising the campaign assets and key campaign messages/themes in your marketing activity. Campaign assets will be made available to download on The Brand Lab.
Campaign strategy
The overarching campaign message of New Futures Need New Paths is that a New Zealand education provides students with the skills required to excel in their future careers and create a positive impact in their world.
New Zealand attracts students who think differently, and we expect that this campaign story will resonate with these free-thinkers. Our teaching style and learning environment, alongside our unique cultural values, make us the perfect destination for students who wish to forge their own paths.
The campaign will go beyond an introduction to New Zealand as an education destination and will focus on telling a richer, more emotionally engaging story.
The campaign will focus on three strategic objectives:
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Target new audiences with the Think New brand messaging through the campaign story, to raise brand awareness globally.
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Engage with 'high intent' audiences who are already actively seeking out information about studying in New Zealand.
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Engage with ENZ’s existing prospective student audiences in our social media and database channels, inspiring them to take action and choose New Zealand.
Campaign messaging
The three key messages underpinning the campaign story and campaign content are:
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New Zealand excels at teaching skills required for the future: Skills such as creative thinking, problem-solving and collaboration have been identified as key to future success.
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New Zealand provides hands-on learning in an unlimited learning environment: Our teaching style is self-directed, interactive and connected both in and out of the classroom.
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New Zealand welcomes students who think differently: Our teaching style and learning environment, alongside our unique cultural values, make us the perfect destination for students who wish to forge their own, better paths.
Campaign content
ENZ is creating compelling content pieces that speak to the campaign theme and showcase New Zealand’s education strengths in helping students forge their own paths and prepare for the future.
Our three “hero” campaign videos feature international students all working towards their vision of a better future:
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Alexandra Lischka | Germany | AUT
Alexandra chose New Zealand because of the opportunities to work with internationally respected scientists in her field. Her research in marine biology will help us better understand connections between the marine food chain and human health.
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Enzo Rodriguez-Reyes | Ecuador | Massey University
Enzo worked on the Galapagos Islands for four years and witnessed first-hand what was happening as a result of climate change. That’s what brought him to New Zealand. He sees the country as one of the world leaders in conservation, and a place where he can follow his dream to save a dying species.
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Soheil Mohseni | Iran | Victoria University of Wellington
Soheil feels lucky to have access to all the top expertise and cutting-edge technology to carry out his research in renewable energy. He says he is helping shape a new path for humanity...one he hopes will transition us to a resilient, low-carbon economy, and a healthier planet.
How can New Futures Need New Skills help you?
The above stories as well as additional content assets will be available for education providers and ENZ Recognised Agencies to use in your own marketing.
A variety of content will be available to appeal across sectors and will come in a range of formats including videos, images, infographics and web banners.
These assets, alongside tips on how to leverage this campaign, will shortly be available on The Brand Lab for download.
As the campaign progresses, we will provide more information and updates via enz.govt.nz and E-News.
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Around the world in five
CANADA
Another step toward a new international education strategy
The Canadian government has announced funding for a new international education strategy that will place emphasis on increasing the outbound mobility of Canadian students.
INDIA
Making ‘Study in India’ a success
A lack of infrastructure, funding constraints and a non-existent support system for international students are a few issues restricting 'Brand India' from making India an attractive study destination.
GLOBAL
Humanism is at the heart of international education
Refugee and at-risk migrant students are engaging in international education in different ways than traditional study abroad populations due to the mobility forced on them.
CHINA
Increase in students researching study options 2+ years in advance
Students in China are increasingly commencing preparations to study abroad as early as two years in advance, basing their decision on factors such as expanding international knowledge.
JAPAN
Education on AI proposed for university and technical college students
A panel of experts has called for all university and technical college students in Japan to be given beginner-level education on artificial intelligence with the aim to boost AI research and development.
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How to register for ENZ events
1. Go to https://enz.govt.nz/events and select the event you want to attend.
2. Click on the ‘Event info’ button.
3. Log in if you already have an ENZ Events account, or request a new account by clicking on the link provided. Once you have created a new ENZ Events account, you will need to return to https://enz.govt.nz/events, select the event you want to attend and sign in.
4. When you have signed in, you will be taken to an Overview page. Please scroll down the page to the ‘Click here to register’ link which will take you to the registration page.
5. Complete the registration form, making sure you tick the events you want to attend. If you don’t tick an event, you will not be registered.
6. Once you have submitted your registration form, you will receive an acknowledgement email. Read the email and check the events you registered for are showing correctly. If they are not listed, then you have not registered correctly and need to contact the events team at events@enz.govt.nz.
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India promotional season targets new cities
The ENZRA fairs took place in four new markets this year: Jaipur, Bangalore, Dehradun and Pune.
Jugnu Roy, ENZ’s Country Manager – India, said this offered a great opportunity to reach out to aspiring undergraduate and postgraduate students from new Indian markets.
“Indian families are increasingly choosing a New Zealand education as the best option for their children’s career paths. There was a 17% increase in Indian students enrolling at New Zealand universities in 2018, and a further 43% increase in first-time student visas in 2019.
“As part of the university strategy for India, our focus is on increasing awareness and enrolments at undergraduate levels, particularly amongst students who have traditionally been looking to the US, UK and Europe for their undergraduate degrees.”
In addition to the fairs, ENZ organised further activities for seven New Zealand universities. This included a roadshow to two prominent private schools in Delhi where they presented their strengths in the areas of business, engineering, science & technology, media, and art and design. This was followed by a high energy New Zealand-themed quiz show and some guest lectures by visiting academics from New Zealand universities.
ENZ also announced the first New Zealand Excellence Awards undergraduate package for Indian students, offering 18 scholarships worth $10,000 each to study at any one of the New Zealand’s universities. Applications close 10 June 2019.
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ENZ strengthens role in Indonesia
Desiree Lee
Desiree Lee has been appointed as ENZ Market Manager responsible for Indonesia, in addition to Malaysia and the Philippines.
Naluri Bella Watti has been appointed to the position of ENZ Programme Manager, Indonesia, and will begin with ENZ in the Jakarta office from Monday 17 June. Naluri will be responsible for developing and delivering ENZ’s in-market activities, having formerly worked in a marketing strategy role for British Council Indonesia.
Naluri Bella Watti
ENZ’s Regional Manager East Asia, Ben Burrowes, said these appointments align with ENZ’s strategic direction to bolster in-market representation for ENZ’s priority markets, with at least two representatives now covering the South East Asian markets.
“Indonesia remains an important market for ENZ with a wide range of business opportunities across the country. We’re very pleased to now have additional senior resourcing and with a busy activity calendar ahead, we look forward to working alongside our institution partners to deliver the right results.”
The annual ENZ Fair is the next large event on ENZ’s Indonesia activity calendar and will be held in Jakarta on Sunday 28 July. An agent seminar will also be held the following day on Monday 29 July.
For more information and to register for the events, click here. Please note that the second round of institution registration closes on Monday 13 May.
For any Indonesia enquiries ahead of Naluri’s start date, please contact desiree.lee@enz.govt.nz or ben.burrowes@enz.govt.nz.
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Around the world in five
VIET NAM
Comparison platform Talk Study launched
Talk Study is a new service allowing prospective international students in Viet Nam to compare study abroad options based on over 20,000 student and alumni reviews on institutions across Australia, UK, US, Canada and New Zealand.
US
Ethical agents should support direct student admissions
According to a survey, only 38.5% of US institutions reported using agents in 2017. This means 61.5% – a solid majority – still didn’t. In addition, nearly 70% of institutions said agents were of limited or no importance to their international recruitment strategy.
FRANCE
France will increase university fees for non-EU students
Foreign students that come to study in France will now have to pay higher fees. Fees for non-European university students will be, at least, ten times higher than for their European counterparts.
JAPAN
English level at Japan's secondary schools falls short of government target
The English-language ability of students at public secondary schools fell short of the government’s target in 2018. A survey shows that final-year students of both junior and senior high schools did not reach the 50 percent goal set for them.
INDIA
Higher education system in India needs more investment, reforms: Govt official
The situation of higher education in India is grim and needs to be reformed, an official has said, while emphasising the need to grow Indian expertise in the fields of science, technology, engineering and mathematics.
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Letter from the CE: Celebrating our success
Following our terrific success at the New Zealand Direct Marketing Awards, we have now had some international award successes.
Our Director of Student Acquisition, Euan Howden, has won a Marketo Revvie Award for Fearless Marketerfor leading ENZ’s database marketing transformation, and our Communications team has won a prestigious Gold Quill Award for ENZ’s efforts to build a greater understanding of international education in New Zealand.
We’re in good company – being internationally benchmarked alongside global heavyweights.
But this work has not happened in isolation. We owe it in large part to our collaboration with many representatives from across New Zealand’s international education industry. These awards are also a result of your much-valued ongoing support and assistance.
We had a clear purpose behind our approach: to provide the best support we could to New Zealand's education sector. Importantly, this work is well-aligned with the goals of our International Education Strategy and is a great reflection of our commitment to achieving sustainable growth, delivering an excellent student experience and fostering global citizens.
We want to continue to deliver value to the sector, and always welcome your feedback. I encourage education providers and regional partners to attend ENZ’s ongoing industry engagement events and workshops. It’s a fantastic opportunity to connect with our talented team, pick their brains and find out how we can help you in your efforts, from recruitment through to advocacy.
I hope you’ll join me in congratulating our teams who led this work.
On behalf of ENZ, we look forward to continuing to work together to make New Zealand a special study destination for students from all around the world.
Grant McPherson
ENZ Chief Executive
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Vietnamese alumni promote New Zealand education
Van Banh, ENZ’s Market Manager for Viet Nam, said this was the first alumni event co-hosted by ENZ and the New Zealand Embassy, and was a great chance to recognise alumni and explore how ENZ can work with them to promote New Zealand education in Viet Nam.
“Many of them remain champions of New Zealand education offerings, and in Viet Nam, they are very high profile among prospective students. Vietnamese students here really look to speak to our alumni, so it is crucial that ENZ leverages the alumni network to profile New Zealand’s education.”
“For this reason, we always invite our alumni to attend education fairs to answer enquiries about life and study in New Zealand. Their anecdotes and experience really make an impact on the minds and dreams of prospective students.
“The alumni themselves see these kinds of events as an excellent opportunity to network and exchange ideas for building up a New Zealand-educated community in Viet Nam.”
At the event, Wendy Matthews, New Zealand Ambassador to Viet Nam, spoke about the important role of alumni and the value of cultivating long-term global connections.
New Zealand Ambassador to Viet Nam, Wendy Matthews.
Three alumni in attendance, Phong Ngo (Victoria University of Wellington), Van Nguyen (Otago University) and Thu Trang (Victoria University of Wellington) are giving back by setting up an association for New Zealand alumni in Viet Nam and helping prospective students keen on pursuing education in New Zealand.
ENZ’s Viet Nam team will be running an Alumni Advocacy Campaign in October/November this year. It will feature Vietnamese alumni’s success stories and will also include ENZ-facilitated workshops and one-on-one consultation sessions for prospective students to learn from alumni.
Approximately 2,500 Vietnamese students studied in New Zealand in 2017, the majority at university level.
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Around the world in five
SWEDEN
Higher education sector backs plan for more international students
Stakeholders are strongly backing the government’s proposal to attract more international students, including embassies that support increasing the number of offices for higher education at embassies.
UK
Migrant curbs raise doubts over bid to lure international students
Global competition and rising fees after Brexit fuel concerns in higher education.
ASIA
Times Higher Education’s 2019 Asia University Rankings revealed
Times Higher Education's Asia University Rankings has given top ranking to a Chinese university first for the first time – Tsinghua University ranked ahead of last year’s top-ranked National University of Singapore. Seventy-two Chinese institutions earned a spot this year, up from 63 in 2018.
SCOTLAND
Free European Union student fees to be continued
The Scottish government has guaranteed that EU students will continue to access university courses free of tuition fees in 2020/21 – in a bid to provide clarity to students and institutions.
CHINA
Belt and Road projects lead to growth in international students
Higher education for international students in China has seen growth in terms of quality and scale, as more students arrive in the country to study technology and language and culture.
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Register for NZIEC 2019
Click here to register, or find out more at www.nziec.co.nz.
NZIEC 2019 centres on the theme of ‘Navigating our changing world’. As our education system is reshaped over the coming decade, as international competition continues to intensify, and learner behaviour and technology rapidly evolves, how can we create a distinctive, competitive and valuable education proposition?
We’ll explore some ideas with our keynote speakers Dr Lisa Coleman, Guy Ryan and Chris Gallavin.
Dr Lisa ColemanDr Lisa Coleman is New York University’s Senior Vice President for Global Inclusion and Strategic Innovation, and Chief Diversity Officer, working to promote and build inclusion, diversity and equity initiatives. She previously held a similar role at Harvard University.
Dr Coleman has spent more than 20 years exploring global inclusion, diversity, innovation and technology. She sits on many national and international boards and is the recipient of numerous awards, recognitions, and honours for excellence in teaching and leadership.
Dr Coleman is known to be a dynamic speaker and we look forward to hearing her challenge our thinking on everything from unconscious bias to the benefits of workforce diversity.
Guy RyanGuy is an Edmund Hillary Fellow, was awarded Young New Zealander of the Year in 2015, was a finalist for Most Inspiring Person in the NZ Innovator Awards and has served on boards and strategic groups for business and government. Guy has spoken internationally and at home to more than 25,000 people, including TEDx and World Forums.
As the founder and CEO of Inspiring Stories, Guy has built an impressive track record of programmes and partnerships, supporting more than 7,000 young New Zealanders to build their entrepreneurship and leadership capability.
Chris GallavinProfessor Chris Gallavin is Deputy Pro Vice-Chancellor of the College of Humanities and Social Sciences at Massey University. Before joining Massey, Chris was Dean of the Faculty of Law at the University of Canterbury.
As an internationally recognised thought leader on tertiary education, Chris has a Master’s in tertiary management and governance from Melbourne University and has published in the area of university reform.
In 2018, Chris became an Eisenhower Fellow for New Zealand. His project, ‘The Global University 2.0’ looked at reshaping tertiary education to solve the problems of humanity.
