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ENZ launches Future Proof campaign
New Zealand was ranked the #1 country in the world for educating students for the future, according to a report by The Economist Intelligence Unit (EIU) released late last year.
On 19 March, ENZ launched an eight-week global campaign to promote the ranking and encourage international students to sign-up to ENZ’s database marketing programme.
The first phase of the campaign focuses on awareness. Ten days in, the campaign video has attracted more than 6.1 million views on Facebook and over 1.8 million views on YouTube from the target audience.
Patrick Holden, ENZ’s Digital Media Project Manager, said the campaign is part of a robust media framework that ENZ developed in 2017 which can be rolled out globally.
“In the design phase, we used learnings from our previous media activity and leveraged our in-market team knowledge and we’re pretty happy with the results we are seeing so far,” said Patrick.
“We have also put a lot of work into better understanding our audience’s journey – what students first click on, where that leads them, and what other key information they seek.
“This helps us understand what information students connect with, such as the future proof ranking, and what attracts them to study in New Zealand.”
The second phase of the campaign will start in April, and will be focussed on converting the audience into enquiries to institutions.
The ‘Future proof’ campaign integrates ENZ’s social communities and digital channels via ENZ’s student attraction engine and will be the first campaign integrated with the database marketing platform.
The campaign emphasises New Zealand’s strengths outlined in The EIU Worldwide Educating Students for the Future Index, including:
- An education system that develops in-demand skills such as critical thinking, creativity, independence and teamwork.
- We offer diverse learning experiences inside and outside the classroom, and our practical, hands-on approach teaches students to use their knowledge in real-world situations.
- New Zealand is a modern, progressive and open-minded country. The experiences students have here enable them to grow personally as well as academically.
Check out this infographic to find out more about New Zealand’s top performance in the index.
To learn more about Future Proof, visit the campaign landing page.
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Education Minister opens ENZ Singapore office
The Minister’s visit included a market briefing from ENZ, the signing of an Education Co-operation Arrangement with the Singapore Government, and several visits to Singaporean education ministries and institutions.
John Laxon, ENZ Regional Director – South, South East Asia & the Middle East, said the office opening represents a significant milestone in ENZ’s strategy to increase the organisation’s presence across the region. The region includes five of ENZ’s priority markets (Viet Nam, Thailand, Indonesia, Malaysia and the Philippines).
“The Minister’s support of a stronger New Zealand education presence in the region is really appreciated, particularly as we’re seeing growth across South East Asia in the numbers of high-quality students choosing New Zealand,” said John.
“Our organisational strategy is to add value to our industry by providing better intelligence, connections and expertise in areas such as digital marketing and public relations.
“The SEA regional hub office will complement our in-market and global teams, and we look forward to connecting with our New Zealand education providers in the coming months.”
The opening follows several recruitment initiatives across ENZ’s South and South East Asia, Middle East team:
- The appointment of Ben Burrowes as ENZ’s South East Asia Regional Manager
- Recruitment of a South East Asia Regional Marketing and Communications Specialist, to be based in Singapore (recruitment closing 12 April)
- Expansion of the Viet Nam office through the appointment of Van Banh as Market Manager (Van.Banh@enz.govt.nz) and Tam Ngo as Programme Manager (Tam.Ngo@enz.govt.nz)
- Recruitment of a Market Manager responsible for Malaysia and the Philippines (short-listing underway).
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Ara student’s volunteering experience
Sas has been involved in the Christchurch Youth Council’s Civics focus group, is an International Student Representative for the Ara Student Council, and is the Student Representative for Engineering, representing his classmates at the Engineering New Zealand Canterbury Committee meetings each month.
He has found that volunteering is great for networking and considering his future career options.
“I love it because it’s study-related, and I get to meet a lot of industry people,” Sas said.
“It’s been good for developing my communication skills, and public speaking. Currently I’m doing my final year project on recycled concrete but I’ve also talked to the City Council to see if there’s any research they want me to do for them. It’s good to do industry projects.”
In future, Sas is interested in working with Engineers without Borders.
“I’d love the opportunity to go to the Pacific Islands and use the knowledge I’ve learned so far to help build structures and give back to those communities.”
Lynda Clegg from the Ara Careers Centre believes students can find great value in volunteering.
“Volunteering offers a range of opportunities for students including building on their employability skills, gaining experience in an area of interest, contributing to the community and enhancing their CV,” said Clegg.
Ara organised a Student Volunteer Expo earlier this month to connect students to volunteering with a variety of organisations, including Ronald McDonald House, Salvation Army and SPCA.
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From Hanoi to Hamilton – Vietnamese PM visits New Zealand
Prime Minister Nguyen Xuan Phuc and his delegation (including media) visited New Zealand from 12 to 14 March.
Education featured prominently during the visit, with the highlight being a refreshed Strategic Engagement Plan on Education signed by the Vietnamese Vice-Minister of Education, Assoc. Pro. Dr Nguyen Van Phuc and John Goulter, ENZ General Manager Stakeholders and Communications. The signing was witnessed by Prime Minister Phuc and Prime Minister Jacinda Ardern, who both endorsed the plan’s target to increase Vietnamese students studying in New Zealand by 30 per cent by 2020.
The engagement plan on education was first signed in 2015 during former Prime Minister John
Key’s visit to Viet Nam and was up for renewal this year.John Goulter said the agreement positions education as a cornerstone of both countries’ bilateral relationship.
“The plan shifts the New Zealand–Viet Nam education relationship to the strategic level by focusing on activities that are of mutual benefit and captures the full range of activities in the education relationship.”
AUT held a Vietnamese community event during the visit and, as part of a business forum in Auckland, signed two agreements with Viet Nam National University Ho Chi Minh City (VNU HCMC) and with Hanoi University (HANU).
At the University of Waikato, Prime Minister Phuc spoke to students and university staff about the importance of education in the Viet Nam-New Zealand relationship, alongside Professor Neil Quigley, Vice Chancellor University of Waikato, and Charles Finny, ENZ Chairman.
The University of Waikato signed agreements with Vietnamese partners Viet Nam Social Security, VNU HCMC, HANU and Hanoi University of Science.
The visit received significant coverage in the Vietnamese media.
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New Zealand to host APAIE 2021 conference
Education Minister Chris Hipkins today announced that New Zealand has been successful in its bid to host the APAIE conference in March 2021.
The conference theme is “innovation for sustainable futures” and will focus on building links between APAIE and universities in the South Pacific region.
The conference will use the new Auckland Convention Centre after it is completed in 2019 and is expected to attract some 2000 delegates. University of Auckland will host the event and the other seven universities will co-host.
“I want to congratulate the universities who worked together to put forward this successful bid. This is great news for our international education sector as international education adds considerable richness to New Zealand,” said Minister Hipkins.
“We know that international education offers opportunities for young people to study here and for our young people to study abroad. That’s why we want our international education sector to have a strong future.”
Grant McPherson, ENZ Chief Executive, said New Zealand’s selection to host APAIE 2021 was wonderful news. It was also a significant achievement.
“The selection reinforces New Zealand’s reputation for having a world-class education sector and for leadership in international education thinking across the Asia-Pacific region.
“The APAIE conference is a valuable platform for engaging with education organisations across the Asia-Pacific region, providing a one-stop shop for 2,000 delegates to establish partnerships with quality institutions,” said Grant.
“Over the next couple of years, ENZ will work with the New Zealand industry to build our presence at APAIE conferences in Kuala Lumpur in 2019 and British Columbia in 2020, so that the 2021 conference delivers for our industry and showcases the best of our international education sector to the world.”
“The bid has been a true NZ-Inc effort,” Grant emphasised.
“The University of Auckland played a central leadership role, with the strong support of all of our universities. The Ministry of Foreign Affairs and Trade, Auckland Tourism, Events and Economic Development (ATEED) and Tourism NZ’s Major Events team have also provided invaluable support in making the bid a success,” he said.
Read Minister Hipkins' announcement here.
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Market insights from Japanese media
The journalists represented a range of Japanese news media with audiences of various interests, ages and social groups:
- Sachiko Habu, Editor-in-Chief of Nikkei DUAL, a digital magazine for working parents
- Ryo Fujii, Deputy Editor of CNET Japan, focused on technology and innovation news
- Yuko Okumura, a freelance journalist for Glolea!, promoting study abroad for Japanese students.
The journalists visited secondary schools, English language schools, early childhood education (ECE) providers and government agencies involved in technology-focused start-ups.
Misa Kitaoka, ENZ’s Senior Market Development Manager – Japan, said New Zealand’s approach to education was considered very forward-thinking in Japan.
“They realised that education in New Zealand is not about only acquiring knowledge, which is still the case in Japan, but about what one can do with the knowledge in dealing with the uncertainties that come with the accelerated globalisation and digitisation in society.”
New Zealand’s world-first education ranking for instilling future skills resonated with the journalists, as did the Government’s push to enable innovation in the private sector, its tertiary qualifications framework for ITPs, and unique ECE curriculum.
Government-led initiatives such as CreativeHQ were very attractive to the journalists as well.
“In Japan, it’s usually the private sector that drives innovation so seeing a government-led initiative in New Zealand really made an impression,” said Misa.
The journalists were interested that some New Zealand schools offered the International Baccalaureate (IB), which could be a pathway to tertiary study options in Japan, New Zealand, US and the UK.
“IB is a hot topic in Japan at the moment, with the Japanese government promoting international education and introducing international curricula such as the IB diploma to Japanese schools,” said Misa.
The journalists enjoy a Kiwi classic - hokey pokey ice cream.
The topic of Japanese parents bringing their pre-school children to an English-speaking country like New Zealand for a short-term immersion – the ‘barefeet study abroad’ experience, as one journalist put it – was also of interest. The journalists appreciated the “unique learning environment” offered by the New Zealand ECEs they visited.
“They were impressed to see children immersed in nature while learning how to be independent and resilient,” said Misa.
New Zealand’s high quality of life, healthy work-life balance and the flexibility of “work from home” also made a good impression.
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WREDA brings creative education to Beijing
John McKinnon, New Zealand’s Ambassador to China, opened the event which included entertainment, a World of Wearable Arts (WOW) model, and Weta senior prosthetics artists.
The event also saw the signing of a much-anticipated MOU between Victoria University of Wellington (VUW) and Beijing Film Academy.
VUW Assistant Vice Chancellor Julia Innocente-Jones said the university has expanded its creative and digital programmes, including the establishment of the Miramar Creative Centre in 2017, situated near Weta in Miramar.
Adele Bryant, ENZ’s Regional Director North Asia, said nearly 2,000 Chinese students study in the creative capital each year, with plenty of opportunity for further growth.
“Creativity is at the heart of Wellington – whether in business, education, the arts, or tech innovations.
“Events like this help to show that New Zealand is more than just beautiful landscapes, and is home to many lucrative, creative industries.”
Almost 40 education agents attended the event, taking pictures with the ‘dwarf’ – a New Zealand student transformed by Weta prosthetics artists.
“The entertainment provided reinforced the relationships between Wellington institutions and the creative industries” said Adele.
“Agents were dazzled and left with a greater understanding of what the creative capital has to offer their students.”
You can view the WREDA video about Wellington as the creative capital here.
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ENZ updates agents on future plans at ANZA
ANZA is held in New Zealand every three years with this year’s event held at SkyCity Auckland.
Almost 450 participants from 49 countries attended. Agents from China, India, Colombia, Brazil and Viet Nam were most heavily represented. A quarter of agents were taking part in their first ANZA workshop and many had not visited New Zealand before.
ENZ Manager Agents, Dan Smidt speaks at the workshop
“We talked about ENZ’s plans to increasingly engage with quality agents. We want to ensure that quality agents have available to them the most effective tools, resources and training they need to promote New Zealand as a high quality and welcoming international study destination.ENZ Manager Agents, Dan Smidt, said ENZ used the opportunity to give an update on ENZ’s plans for agent engagement.
“We discussed the upcoming re-launch of the Education New Zealand Recognised Agents (ENZRA) programme and the online agent training programme we are creating.
“We also talked about how the new MyStudy platform on the Study in New Zealand website can help agents to advise prospective students on study options in New Zealand.”
ENZ Business Development Manager, Jo Keane, said ENZ staff offered a range of other information, support and advice.
“One of our team ran a seminar on how agents and providers can grow their business profile on Facebook using the collateral and material on ENZ’s current social channels.
“We also ran a seminar focusing on the innovative ways that a number of New Zealand’s regions support agents and grow advocacy through the creation of outstanding student experiences.
Education New Zealand’s plenary presentation in the early evening was particularly well received.
“We talked about our current FutureProof campaign and showed our new FutureProof video, which people loved.
“We also gave an overview of the Student Wellbeing Strategy and the work being done to move from a good-to-great student experience.”
Following the conference, 11 familiarisation tours took place around New Zealand including to Taranaki and Christchurch.
ANZA will next be held in New Zealand in April 2021 at the new Christchurch Convention Centre.
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New Zealand education tours Latin America
From 3-20 March, ENZ joined more than 25 New Zealand education providers and 150 agents for the 5th annual South American Roadshow.
The roadshow kicked off in Bogota, Colombia, with the first New Zealand Ambassador resident in Colombia, HE Lucy Duncan officially opening the New Zealand pavilion at EduExpo.
ENZ’s busy welcome desk at Eduexpo Bogota
Over two days, the pavilion had more than 12,000 visitors and was profiled on national television, proving Colombians’ growing interest in studying in New Zealand. The Bogota agent seminar attracted 120 agents.
For the first time, the roadshow included an agent seminar in Mexico, in response to industry demand to include the Central American country. Some 19 institutions and 24 agents attended, which Javiera Visedo, ENZ’s Senior Market Development Manager Colombia, said was a great start for the new market.
“It was a perfect opportunity to start business connections, and all agents were very pleased to know more about what New Zealand can offer their clients,” she said.
New Zealand Ambassador to Mexico Mark Sinclair at NZ Inc presentation in Mexico City
Brazil was the next stop with a two-day agent seminar attended by 25 institutions and 78 agents from across Brazil followed by involvement in EduExpo Sao Paulo.
Ana Azevedo, ENZ’s Senior Market Development Manager Brazil, said the agent seminar went very well and there were several highlights.
The Agent Seminar session at EduExpo Sao Paulo with New Zealand alumnus Ricardo Mendes speaking.
Also of note was a preview presentation of the 2018 BELTA Market Survey which is co-sponsored by Education New Zealand. Among the results was this figure – 82% of agents interviewed confirmed growth in interest among Brazilian students for study in New Zealand.New Zealand Ambassador to Brazil, Caroline Bilkey, participated in all activities on the first day, and agents and institutions held an impressive 412 meetings over the two days. “The agent seminar had a New Zealand alumni panel with alumni sharing their views on New Zealand education, which was very well received,” said Ana.
“This was extremely pleasing,” Ana said.
The New Zealand Pavilion at EduExpo Sao Paulo attracted 9,717 visitors over the weekend, and institutions were very pleased with the quality of the visitors and are already expecting to grow their current student numbers over the next 18 months.
The roadshow ended in Santiago, Chile with 18 agents (including two from Argentina) and 14 institutions participating in an agent seminar.
At the networking function, Chilean-Kiwi alumni attended as did Peter Chrisp, Chief Executive of New Zealand Trade & Enterprise (NZTE), who was very impressed to hear their stories and to see how proud they are of their time in New Zealand.
Ana and Javiera said the success of the roadshow was due to participation of many NZ Inc colleagues.
“For the first time, an NZ Inc presentation was part of the Agent Seminar, providing key insights to agents and providers of the different approaches and priorities of each New Zealand government entity present in the region.
“In particular, we would like to thank Immigration New Zealand for allowing two immigration officers to participate in the events, providing training sessions to agents and to give advice to students during the fairs.”
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11 million engagements across channels
Patrick Holden, ENZ’s Digital Media Project Manager, said this makes it ENZ's single largest marketing campaign yet.
“We are really pleased with how ENZ’s ‘Future Proof’ campaign has been tracking since its launch on 19 March,” he said.
New Zealand was ranked the #1 country in the world for educating students for the future, according to a report by The Economist Intelligence Unit (EIU) released late last year.
On 19 March, ENZ launched an eight-week global campaign to promote the ranking and encourage international students to sign-up to ENZ’s database marketing programme.
The first ‘dream’ phase of the campaign focused on awareness.
“We reached over 30 million people and have had 11,757,000 engagements across our digital and social ecosystem.
“This is the largest qualified audience ENZ has ever achieved in a single campaign.”
The second phase of the campaign started on 1 April and is focussed on converting the audience into enquiries to institutions. Ten days in, 11,600 referrals have been made.
The ‘Future proof’ campaign integrates ENZ’s social communities and digital channels via ENZ’s student attraction engine and is the first campaign integrated with the database marketing platform.
The third ‘decide’ phase will introduce the My StudyNZ member centre tool for which we received excellent feedback from the pilot prospective student group.
