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• EdTech connections good for business

  This was the view from Education New Zealand hosted networking events for over 40 representatives from the edtech sector in Wellington, Auckland and Dunedin last month. 

  It was a great opportunity to share development and export experiences and meet like-minded business contacts. As well as making new business connections, attendees were interested in ways to create more opportunities to learn and collaborate. 

  Bennett Medary, Chairman of the NZ Technology Industry Association, spoke to the meetings about creating a group of edtech members under the NZTech umbrella. Edtech investor, Dr Sue Watson, Chief Executive of Summit Education Asia Pacific, facilitated the discussion.

  Views were varied but overall attendees were positive about the formation of an edtech sector group, particularly as part of a well-established industry association. There was interest in a group that connected widely across sectors including with educators, other tech companies and investors. 

  Chris Bulman of Bud-e-Digital said: “Getting together is important so you can learn from what others are doing and joining with NZTech would mean that edtech companies are hooked into the wider tech sector.“

  Other priorities expressed for the group included coordination and monitoring of international research and trends, support to take New Zealand companies to market, and established opportunities for networking and real collaboration.

  “Working together means the sector can have more resources to build the reputation of New Zealand edtech which is good for us all,” said Joanne Ho of Kiwa Digital.

  NZTech and ENZ are working on the formation of an edtech group and will be contacting people who offered support at the meetings to help develop a programme for the group to grow the value of the edtech sector.

  To learn more about global edtech opportunities and New Zealand’s special advantages – a high quality education system and an innovative, problem solving culture - watch this video from the EdTech for Export conference held in late June this year.

• Student stories go social

  The films were promoted on Facebook, Twitter, YouTube, Weibo, Wechat and the blogging platform Naffnang. Students were encouraged to watch the films, ask questions about life in New Zealand, get in touch and join our social community.

  While the videos provided a slice of student life that could be anywhere in the country, the stars themselves come from Onslow College in Wellington (Yang Xiao from China), Yoobee Design School in Christchurch (Anaiss Ramirez from Chile) and Canterbury, Auckland and Waikato universities (featuring Hannah Vu from Viet Nam, Alicia Jauhari from Indonesia and Lucas Castro Oliveira from Brazil).

  The campaign was designed to show prospective students that New Zealand is a fun and welcoming place to live and study so that, when they’re ready to choose a place to study in a couple of years’ time, New Zealand will already be on their short list.

  The videos were viewed by close to 250,000 people around the world and proved most popular in Viet Nam, Malaysia, Saudi Arabia, Indonesia and India in that order. The videos also saw impressive engagement with more than 111,000 ‘likes’, 1,100 ‘shares’ and almost 1,500 questions or comments about the videos and related content posts.

  Topics the students were most interested in included study subjects, living costs, food options and making new friends. Overall, the campaign saw an increase of 32,000 new followers to our social media channels.

  As well as activity on social media, a campaign landing page on studyinnewzealand.com was developed to further engage with prospective students. The landing page has so far seen more than 63,000 unique visitors who have spent an average of 2 minutes 20 seconds on the site watching further videos and learning more about our five campaign heroes.

  There were many learnings from this campaign, not the least of which was gleaning valuable insights in to the social and digital behaviours of our target audiences in each market.

  It is clear from this campaign that social media is both a cost efficient and effective way to reach prospective students and drive awareness of New Zealand as a study destination.

  A reminder that the ‘Day in the Life’ videos are also are available for download from The Brand Lab. You might find them a useful addition to your marketing activities!

  

• Hawke's Bay pilots regional approach

  This follows the development of an international education growth strategy for the region and is expected to achieve growth in the value of international students in the region – up to 25 percent by mid-2017.

  ENZ Business Development Manager Mary Camp says, “The pilot is part of ENZ’s Regional Partnership Programme, and will deliver key outcomes from the strategic roadmaps developed by the international education industry in 2014. ENZ is committed to supporting the development and growth of international education in the regions of New Zealand.”

  The funding is being used to create a role to implement the Hawkes Bay International Education Strategy.  Stephanie Kennard has recently been appointed to that role, working alongside Vicki Berkahn who has led the project through the initial stages.  Stephanie says, “The Education Hawke’s Bay initiative will provide schools and institutions alike with the ability to collaborate and create real growth.  I am looking forward to working alongside the members and the fantastic institutions they represent.”

  The first phase of the pilot will deliver activities including a Japanese agent tour, market research, the translation of marketing material and the set-up of a revenue monitoring framework. It will also scope the development of shared services such as management of value-added homestay packages and adventure education experiences.

  Hastings District Council has taken a strong leadership role. Economic and Social Development Manager Steve Breen says, “Progressing the collaborative aspect of regional economic development is something where Hastings District Council can add value.  International student attraction is a key project for our region’s economic development.”

  Education Hawkes Bay anticipates the business model will be self-sustaining by the end of 2017. ENZ will share successful elements of the model in other regions.

• New Zealand in Norway

  The ENZ Europe team recently attended student recruitment fairs in Norway’s capital city of Oslo and its second most populous city, Bergen.

  The New Zealand booth attracted a high number of students, mostly school leavers on the verge of deciding where to study, and all keen to hear about the possibilities for study in one of the lesser known education destinations.

  ENZ’s Senior Market Development Manager in Europe, Ute Haug, says, “New Zealand is an attractive country for Norwegian students, offering a relaxing lifestyle and exciting outdoor experiences, along with a high-value education that is recognised by Norwegian institutions and even funded, in some cases, by the Norwegian government.”

  As is the case in most markets, the first step in the Nordic region is still to raise awareness of New Zealand – and New Zealand education – in general.

  “New Zealand’s location and relatively low profile does not make it an obvious choice for students, especially given the rich array of study destinations available in their neighbourhood.

  “It’s important to be present in a market if we are to be on the radar of these students as they scan the options for overseas education, and participating in education fairs is one way of doing that”, says Ute.

  In Oslo, ENZ was privileged to secure a presentation slot as part of the official fair programme, with ENZ and Immigration New Zealand also jointly hosting an agent workshop for Norwegian and Swedish education agents in the Norwegian capital.

  To find out more about the opportunities in Norway, and other European countries, please email our Europe team.

• Wanted: Good news stories

  With ENZ teams in key locations around the world, we understand the local media and work with relevant media outlets to get New Zealand stories published, broadcast and onto computer screens.

  And we’ve had some good success – last year ENZ’s integrated PR and marketing activity in India won the Public Affairs Asia Gold Standard Award for Country Promotion. 

  While we monitor New Zealand media for stories to highlight abroad, we are always looking for innovative and interesting story ideas that showcase high quality education.

  Are you launching a new course, celebrating unique student success or releasing new research that would be of interest to international media? Or is your regional group planning a visit offshore? With early notice, we can help to tell your region’s education story to the media.

  Have you got students or experts travelling in-market who are great representatives of the strengths of a New Zealand education? Give us the details and we’ll try and link them up with local media.

  Do you have alumni stories of the connections created between countries and people in the years following graduation? We’d love shine a light on them.

  Email us at media@enz.govt.nz if you have a great story to share.

  Take a look at the kind of stories we have worked to profile in China:

  • Student success stories with relevance to China: Chinanews.com reported on a team of Auckland University students, including one Chinese national, which competed in an international robotics competition.

  • China-related education events held in New Zealand: People.com reported on the University of Auckland’s seminar session promoting study opportunities in Qingdao. Xinhuanet.com highlighted Victoria University of Wellington’s Confucius Institute sunrise ceremony to celebrate the 10th anniversary of the establishment of the global network of Confucius Institutes. China Daily reported on a Chinese Week which promoted Chinese language and culture through television, libraries and apps.

  • Institutional developments of relevance to China: Waikato University launched a scholarship scheme for international students from Asia, including China. Coverage was secured in a range of media, including Sohu.com. The article highlighted the $1 million Excellence Scholarships for nearly 200 students and noted Waikato’s strengths in education, economics, law and information technology.

  • Scientists and researchers visiting China who can be interviewed about New Zealand’s strengths in their fields: Sir Peter Gluckman, the Prime Minister’s Chief Science Advisor, visited China in September. Media interviews arranged by ENZ resulted in coverage highlighting New Zealand’s education strengths in science and research, including in agriculture, medicine and nanotechnology.

  • Regional cluster visits: The Shanghai Morning Post reported on Study Dunedin and Education Southland’s joint education fair in Shanghai. ENZ also helped secure coverage for Dunedin education institutions during the Dunedin Mayoral Delegation to Shanghai, resulting in a total of 74 media reports across TV, online and print media – equating to NZ$564,677 in PR value.

  • Collaboration with Chinese counterparts: Chengdu Evening Post reported on ties being developed by New Zealand schools with Chinese counterparts. The Daily Evening News reported on the 2014 Sino-New Zealand Modern Vocational Education Development Forum held in Tianjin.

  • Visiting scholars and institution leaders: Beijing Business Today interviewed Caroline Daley, Dean of Graduate Studies at the University of Auckland, highlighting the university’s job seeker support for international students. 

• Pakistan providers visit New Zealand

  The visit’s primary purpose is to increase the number of New Zealand Universities on Pakistan’s approved PhD scholarship list.

  This visit follows an ENZ-led inaugural education delegation trip to Pakistan from 26-30 October 2014. The trip was to scope out opportunities in the Postgraduate and Degree-level student markets. The delegation included representatives from universities, Institutes of Technology and Polytechnics and Private Training Establishments, and was also supported by Immigration New Zealand and the Honorary Consul General for Pakistan, Mr Moin Fudda.

  Feedback from the providers on this market development approach was positive, with delegation members signalling they’ll be heading back into the market in 2015 as part of a sustained promotional effort.

  “We’re really happy with the lessons and outcomes from the trip. We’re progressing a market-development plan with Immigration New Zealand, which can provide a staged market development approach focussing on high-value students” says Middle East Director John Laxon.

  The visit attracted some media coverage in Pakistan, including these pieces in Pakistan Today and the Daily Times.

• Christchurch Educated “Owning Our Future”

  Thought-provoking and at times challenging messages were received from Kay Giles, Chief Executive of CPIT (“My view on opportunities in international education”), Michael Prentice, Designworks (“The brand journey”) and Lester Wolfreys, Focus Consulting (“Commercialising opportunities”).

  This event was supported by Education New Zealand and in his opening address, Chief Executive Grant McPherson welcomed the pleasing progress towards recovery in the Canterbury region and encouraged members to work together to continue the momentum for sustainable growth.

  From the conference, Christchurch Educated members gained a greater awareness of the value and potential of our New Zealand and regional brands and participants discussed a range of ideas related to the further development of pathways, student experience and possible models for collaborative market and product development.  These outcomes will form the basis for initiatives that the Board of Christchurch Educated will consider in the coming months.

  To find out more, receive copies of the conference presentations or to make contact with Christchurch Educated, contact Karen Haigh (karen.haigh@enz.govt.nz)

  Below: Christchurch Educated Board Member and Cobham Intermediate School Principal, Scott Thelning MC’s the conference.

  

• South Canterbury education of value to all

  Students enrich South Canterbury community 

  

  Above: Students from 16 different countries attended the Mayoral welcome (Photo courtesy of Kolourcare, Waimate)

  Students from 16 different countries spanning Asia, the Americas and Europe recently attended a Mayoral welcome as the school year got underway. As part of their orientation, the students also camped in Peel Forest.

  As well as contributing $10 million-plus to the local economy each year, Julie says both local students and the wider community learn a lot from the diverse cultures of the visitors.

  She says South Canterbury, with the city of Timaru as the hub, appeals as a destination for international students because of its smaller population, safe environment and record of strong academic achievement. 

  “The international students love the scenery and access to the outdoors, the friendly locals and our unique teaching style,” according to Julie.  “Our local students, their families and the wider community get to experience cultures from all over the world.”

  Dunedin follows Shanghai for fashionista

  

  Above: Daniel Kwok with a model wearing one of his creations at his graduate show 

  Former student from Roncalli College in Timaru, Daniel Kwok, will be showcasing his collection at the iD Dunedin Fashion Week from 18 to 26 April. Originally from Hong Kong, after leaving his adopted high school in Timaru Daniel went on to complete a design degree at Otago Polytechnic.

  Last October he showed his collection at the Shanghai Fashion Week as one of six fashion and two communications students selected for a project with the Shanghai University of Engineering Sciences.

  Now working at Barkers in Dunedin, Daniel started off selling custom bow ties as a student and has since created KWOK’s Revolutions, building a Chinese cultural influence into his designs.  Daniel says he loves Dunedin’s multiculturalism and fashion focus – a perfect fit for his talents!

• Malaysian student teachers value NZ experience

  While it was not much money, it motivated them, according to Mdm Anis Abdullah, co-ordinator of the Kiwi Experience Project at the Institute of Teacher Education (Batu Lintang) in Kuching, who accompanied the students.

  Over the next year they raised their target of 100,000MYR or $NZ 30,000. That first day they rented out the bikes for less than 1 ringgit – so the fact there were 12 takers was the incentive to continue.

  During the March visit to Dunedin the third-year primary-level English language student teachers gained insights into New Zealand culture, education techniques, ways of managing pupil behaviour and various literacy programmes. The tour ended with the students performing three songs, including a waiata, at North East Valley Normal School.

  Aged 21 to 25, many will be posted in rural areas with added responsibilities as school administrators and for pastoral care of pupils. “English is part of the curriculum in both primary and secondary schools now but in 2016 it will become compulsory and pupils will be required to pass English language studies to graduate from high school,” according to Mdm Anis.

  She said the trip enabled the students to have the total Kiwi experience.  “I believe in the holistic approach to education where learning entails much more than just what you study in class. Trips like this enrich an education. New Zealand is the most expensive benchmark option for us, but it is the best because we would like our students to see first-hand how the early literacy and reading recovery programmes are carried out here.  Besides, New Zealand is a very beautiful and safe country and the warmth of the Kiwis always made us feel very welcomed.”

  This visit was the first time some had left their home region of Sarawak. “They have had a great time and many said that when they graduate and have worked for a few years, they will come back.”

  Mdm Anis said commonalities existed between the Malaysian and New Zealand teaching ethos. “It is about teachers being informed, knowledgeable and global citizens. Our teacher development programmes focus not only on intellectual aspects, but  also on developing values and the emotional, spiritual and physical aspects – similar to the ‘life-long-learner’ concepts in New Zealand.”

  Mdm Anis hopes the Malaysian Ministry of Education will plan another twinning programme for Malaysian students to study at the University of Otago, possibly at Masters level. She previously helped co-ordinate such a programme at the institute where she works, that ended in 2013, for 117 student teachers to complete half of their Teaching English to Speakers of Other Languages, TESOL, degree at Otago.

• Cricket star hits home the NZ education message

  Stephen is supporting the strategy by helping to raise New Zealand’s profile as an education destination among India’s leading universities, faculties and students in the South and West of India.

  Stephen’s own brand, shaped from his outstanding international cricket career, resonates enormously right across India and his down-to-earth, humble Kiwi style works well with a wide range of stakeholders.

  ENZ’s General Manager International, Peter Bull, was in India last week participating in promotional activities with Stephen and was thrilled both by the former world-class cricketer’s commitment to ENZ’s goals and by the publicity his presence creates.

  “The attention on New Zealand education that Stephen Fleming generates among the students and faculties of important universities in India is absolutely tremendous.”

  Stephen’s strong India connection can be traced back to 1994 when he faced India in his debut test cricket match. He is now the coach of the most successful Indian Premier League (IPL) franchise, the Chennai Super Kings (CSK), following an exceptional captaincy of the Black Caps.

  Using Stephen’s profile in India during April means the three-day ENZ-Stephen Fleming programme of institutional visits and media interviews is happening against the backdrop of the IPL’s eighth season. As the most watched Twenty20 league in the world with a brand value of over US$7 billion, the IPL easily tempts business outside of cricket into action as excitement in India reaches fever pitch.

  The first day of the programme took Stephen and ENZ to Hindustan University, a highly ranked engineering and technical college in Chennai, the day after CSK won its first match of this IPL season. The team won off the last ball, sparking even stronger media excitement.

  Stephen pitched New Zealand education to more than 500 passionate students and staff at the university whose graduates regularly go abroad for postgraduate studies. Stephen also drew on his own education experiences, talking about his parents’ encouragement regarding the importance of education, and in the value education has had in shaping his future. This was later noted by the university’s reporting on the visit.

  Stephen also talked to the audience about the quality of New Zealand’s education programmes, universities and work opportunities in areas including the Christchurch rebuild.

  

  Above: Stephen Fleming delivering an inspirational speech to students and faculty at Hindustan University

  “I believe in the value of an education from New Zealand, and I’m always thrilled at the enthusiasm these students show in what New Zealand can offer them in terms of our education proposition,” Stephen told ENZ staff.

  The visit also included Stephen’s inauguration of a new cricket academy with some super-star batting by the New Zealand education brand ambassador and an on-air interview at Chennai’s leading English language radio which has an audience of 600,000.

  Stephen and the ENZ team finished the day with three print media interviews, with Stephen continuing to prove his worth by bringing cricket conversations back to the benefits of a New Zealand education. He also announced a New Zealand education t-shirt design competition open to students from leading fashion schools in India. Building on recent media success from two fashion-related Prime Minister’s Scholarship for Asia group tours to India, and on New Zealand’s creative, innovative, fresh-thinking approach, the design competition is targeting a niche audience in a market known for engineering, business and IT. The competition closes on 1 July when Stephen Fleming will be photographed in the winning design.

  Stephen Fleming and ENZ will be in Mumbai on 16 April and Bangalore on 21 April for more institutional visits and media interviews.

  This month ENZ’s India team has also supported agent-led New Zealand fairs in Pune, Kolkata and Ahmedabad with institutions pleased with the quality of students overall. A fourth agent fair is scheduled for Cochin on 21 April while the team also supports a Christchurch Educated mission in-country.