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• Hawke’s Bay groups collaborate for growth

  The group of education providers and partner agencies are making sure their “shop front” is as attractive and welcoming as possible. E-News caught up with Education Hawke’s Bay Business Development Manager, Steph Kennard, on the approach.  

  Who makes up Education Hawke’s Bay?

  Education Hawke’s Bay is a voluntary member organisation made up of local government, schools, our ITP and PTEs.  We were formed approximately two years ago with the common goal of doubling the value of international students to the region by 2025.   

  What was the motivation behind the re-brand and new website?

   We wanted to create an identity for Education Hawke’s Bay that served multiple purposes, with a brand that would give our members a sense of belonging. We wanted to showcase Hawke’s Bay as a study destination at the same time as promoting the special characteristics of each education provider. By developing a website, and removing the dependence upon printed brochures, we have reduced our overall costs. 

  Based on this brief, we developed a new brand called ‘Learning Hawke’s Bay’ and new website www.learninghawkesbay.nz. The use of the word ‘Learning’ represents both the study and leisure experience – students come here to study in a classroom, but they will also gain experience – learn – outside of it, through our culture and local tourism. 

  Our logo operates on several levels – acting as a pointer to direct the viewer, resembling an open book and also an open laptop. This works well with our ‘Learning’ brand.

  The website works as a stand-alone site, but can also be incorporated within individual members’ marketing collateral. Our website uses large format imagery to “paint a picture” of Hawke’s Bay as pictures require little, or no, translation! These images have been chosen to appeal to both students and parents alike, and regardless of country of origin. 

  Our website ensures we can respond quickly to queries and can be updated within moments.  

  What part does the rebrand and new website play in your overall strategy?

  The website and brand are an integral component of our strategy and give us the tools to promote Hawke’s Bay to students overseas. Building the website has meant we can work more smartly on our international promotions. The next steps are to incorporate a social media presence and build on our communication plan.  

  Are there any particular successes or learnings you’d like to share from the rebranding exercise?

  It was important to ensure that our design, including colour and brand, represented our members and was functional. We also required the website to be built with an easy content management system so that we could make changes quickly in-house, without incurring extra costs.  The framework also needed to be flexible enough to enable us to develop the website and make additions to pages without the need for a full re-design.  

  You recently took part in a regional cluster pilot with Hastings District Council. How has this gone?

  The Agent tour was our first real taste of regional clustering in practice. It certainly had its challenges as each member had a different view of which country we should be targeting. In the end we settled on Japan, which meant that not all members participated.

  The other project in the pilot, is to develop a revenue monitoring framework. This is still in the planning, as it requires data which the Education Hawke’s Bay team can’t yet access. Our stakeholders are keen to know just what revenue is generated by our international students, so we want to ensure accuracy.  

  What part has ENZ’s Regional Partnership Programme played in the development and operationalisation of your strategy?

  The support and advice from the ENZ Business Development team has been hugely appreciated, as it can be quite isolating being based in a region and trying to please each of the members. Of course, the financial support has enabled us to employ someone to help us deliver on our regional strategic goals for growth.  

  Is there anything else you’d like to add?

  Our region has just taken part in a poll which proposed that all five councils amalgamate. The proposal was turned down by the community. Although this has been challenging for our region in general terms, the regional education cluster we have established is a great example of how collaboration among members from both Hastings and Napier can work!

• China – NZ TVET relationship strengthened

  The Minister for Tertiary Education, Skills and Employment, Steven Joyce, opened the event on behalf of the New Zealand government. The symposium was embedded within the International Forum on Vocational Education at the China Annual Conference for International Education, 2015 (CACIE 2015) where New Zealand featured as the country of honour for 2015. This was an achievement secured by ENZ’s China Team and underpins its strong relationship with organising body, the China Education Association for International Exchange.

  The symposium was part of three days of activities that included a joint universities’ alumni event for New Zealand students; a business to business session between New Zealand ITPs and their Chinese counterparts; the CACIE gala dinner, featuring an opening speech by Minister Joyce; the 4th New Zealand – China Higher Education Forum; the opening of the New Zealand Country of Honour Pavilion at the China Education Exhibition (also a part of CACIE) and the full-day symposium itself, on 24 October. Representatives from the Chinese Ministry of Education, the China Education Association for International Exchange and senior representatives from Chinese vocational institutions worked closely with the New Zealand representatives over the three days.

  The symposium featured sessions from New Zealand and Chinese speakers on topics including: the reform of TVET in China, student centric approaches to teaching, producing work ready graduates and a roundtable session on the opportunities and challenges of joint programme development between China and New Zealand. The Chief Executives of Unitec, Wintec and Waiariki Institute of Technology, the Director of Business Development and Partnerships at WelTec and the National Director for Ako Aotearoa were among the impressive array of speakers.

  The symposium was preceded on 23 October by a session with New Zealand ITPs and over ten Chinese counterparts in a business to business activity to match institutions with potential partners. The opportunity provided by the symposium and the business to business session allowed for new relationships and agreements to be formed and an affirmation of existing relationships.

  The Beijing Symposium will be followed by the China – NZ Modern Vocational Education Development Forum to be held at Wintec on 25 and 26 November.  The Hamilton forum will discuss how our institutions can satisfy the Chinese and New Zealand authorities that their transnational education programmes meet appropriate quality standards. They will also explore the issue of how to accelerate the development and approval of such programmes. 

• How big are our product and service exports?

  As part of the valuation process, a short survey will be sent to relevant members of New Zealand’s international education industry this week.

  The survey aims to understand more about the companies and organisations that gain export revenues from providing education products and services offshore, including the type of activities they engage in and the associated revenues. Revenue figures will remain confidential to the researchers and will be aggregated so that it will not be possible to associate any particular entity with the published data.

  The survey will enable ENZ to update our 2012 estimate of the value of education exports at $104 million. We encourage industry who receive the survey email to take part in this important data gathering exercise so that the value of your business is accurately reflected.

  Exports include the offshore delivery of qualifications, consulting, publishing, education technology and industry training. Exporters of education services comprise education organisations and companies, as well as an increasing number of companies whose primary business is not education, but which undertake training overseas.

  If you are an active education exporter and have not received an invitation to participate in the survey by 29 February please get in touch with Adele Bryant.

• Regional partners’ workshop goes to Hawke’s Bay

  The workshop is an initiative of ENZ’s Regional Partnership Programme (RPP), and drew a group of more than 20 regional coordinators from across the country. The RPP is a part of a strategic focus by ENZ to grow the value of international education across the whole of New Zealand as part of the effort to grow the industry’s value to $5 billion by 2025.

  “The aim of the workshop was for participants to share experiences and receive professional development to increase their effectiveness in working with education providers in their regions,” said Greg Scott, ENZ’s Regional Partnership Programme Manager.

  Topics included:

  • Product development

  • Inbound familiarisation planning

  • The upcoming regional digital resource

  • Increasing awareness of the value of international education in regional communities.

  Participants enjoyed a range of presentations including lively show-and-tell sessions from Education Wellington and Education Hawke’s Bay, as well as an update from Karen Chalmers, NZQA’s Director International and Policy.

  The day before the workshop, a smaller group of new regional coordinators came together at an ENZ-facilitated orientation session. They learned more about the RPP, contributed to an interactive business plan workshop, and heard some first-hand insights from Education Taranaki’s Rachael Berndt.

  Greg said feedback about both days was extremely positive.  

  “We've seen a good number of regions join the RPP over the last 12 months, and there is a significant increase in regional growth initiatives as a result of the formation and implementation of their strategies.”

• Regional partners’ workshop goes to Hawke’s Bay

  The workshop is an initiative of ENZ’s Regional Partnership Programme (RPP), and drew a group of more than 20 regional coordinators from across the country. The RPP is a part of a strategic focus by ENZ to grow the value of international education across the whole of New Zealand as part of the effort to grow the industry’s value to $5 billion by 2025.

  “The aim of the workshop was for participants to share experiences and receive professional development to increase their effectiveness in working with education providers in their regions,” said Greg Scott, ENZ’s Regional Partnership Programme Manager.

  Topics included:

  • Product development

  • Inbound familiarisation planning

  • The upcoming regional digital resource

  • Increasing awareness of the value of international education in regional communities.

  Participants enjoyed a range of presentations including lively show-and-tell sessions from Education Wellington and Education Hawke’s Bay, as well as an update from Karen Chalmers, NZQA’s Director International and Policy.

  The day before the workshop, a smaller group of new regional coordinators came together at an ENZ-facilitated orientation session. They learned more about the RPP, contributed to an interactive business plan workshop, and heard some first-hand insights from Education Taranaki’s Rachael Berndt.

  Greg said feedback about both days was extremely positive.  

  “We've seen a good number of regions join the RPP over the last 12 months, and there is a significant increase in regional growth initiatives as a result of the formation and implementation of their strategies.”

• Farm Cove Intermediate and Luoyang International School: Sister Schools

  International education a priority

  At Farm Cove Intermediate (FCI) international education goals are included in our strategic documentation, as this is an area of high priority.  We recognise the importance of our FCI community becoming Asia-equipped with our Asian neighbours now such a significant part of our lives. However, our FCI links with Asia go far beyond obligation and responsibility as we get so much enjoyment from sharing with both students and teachers from other cultures.  Since our first group arrived from Japan 27 years ago, we have experienced the enormous value of celebrating cultural diversity through our hosting of international students from Asia.

  Sister School relationship established

  We’ve particularly enjoyed hosting students and teachers from our sister school, Luoyang International School (LYIS), which is in Luoyang City, Henan Province, China.  Our relationship with LYIS began with a surprise email from their Principal, Jason Tsai, in 2012.  He had visited our school when he was working in Auckland several years ago.  His aim was to connect with an Auckland school and he believed that we would be a good fit to host a group of his students for short visit. We learnt that LYIS was four schools in one, from pre-school to college, and that students boarded five nights a week.  This modern school of 2500 students was built only four years ago and has a focus on English language learning and using a variety of teaching methodologies.  Our planning all came together and, in less than a year, 15 students arrived for a four week stay, accompanied by the principal and a teacher.  The teacher spent her time working alongside our teachers, while the students mixed freely with their classmates and quickly became part of our school.  The visit went so well that they visited us again in 2014, when we signed a sister school agreement to further promote teacher and student exchange and broaden our educational horizons by adding a global perspective. We agreed to join hands as sister schools and seek opportunities for purposeful, genuine and authentic communication.

  

   

  Collaborative Poetry- a challenge but fun. Students were given Chinese names by the students.

  Sister school visit enabled

  After an initial scoping visit by four FCI teachers to LYIS, and with the blessing from our Board of Trustees we decided to take a group from FCI to China. Support from ENZ’s New Zealand China Sister Schools Fund enabled us to take two teachers on the visit.

  The trip far exceeded our expectations.  It provided amazing opportunities, was so much fun and changed us all.  There were many high fives, welcome to China hugs, hand-made gifts and songs sung as we mixed with the LYIS students.  They had spent months preparing for us.  We enjoyed lessons in practical science, calligraphy, Chinese music, English, Mandarin and physical education.  A night in homestays allowed our students to get a glimpse into Chinese life; the food was really yummy and the excursions to local points of interest were truly memorable.

  Our trip to LYIS really advanced our sister school relationship.  We have developed life-long friends and deepened our understanding of Chinese culture and the Mandarin language.  Our learning flowed out across our school and the wider community, as we shared our daily experiences through social media while we were on the road, and presented to our whole school on our return.  

  Relationship set to grow

  Planning is underway for a group from LYIS to visit us, and for a larger group from FCI to return to Luoyang in 2017. Short-term teacher exchanges are also being discussed.

  

  Students greatly enjoyed learning the art of calligraphy.

  Tips and insights

  If you’re thinking of establishing a sister school relationship in China, here are some things to consider.

  • Do you have the support of your school community for such a venture – including your Boards of Trustees, teachers, parents and the students?  You will need all of these stakeholders to support a successful relationship.

  • Are there good lines of communication between the school in China, or their agent, and your school?  This is essential, so that clear understandings and expectations are established and the potential for any misunderstandings minimised. 

  • How easy is it to travel to the Chinese school from New Zealand and for them to travel to you, and how long will it take to complete the journey? China is vast, and it can take three or more flights plus a lengthy train or coach trip to get to some districts. 

  • How much will it cost each participant?  The cost for families to send their child on the trip, plus the cost of sending the teachers, needs to be calculated. It is important that the group has a clear understanding of what is and is not covered by the trip budget.

  • What sort of preparation is required by students, teachers and parents? Good preparation – especially on the part of the students – is a critical factor as it underpins the success of the trip.  You can support the preparation for Chinese students to come to you by sharing facts, photos, videos and links through social media.  At FCI we put a lot of emphasis on teaching our students to be excellent hosts.  In our experience, students travelling to Chinese schools take about ten weeks of lessons and three family meetings to gain the knowledge and skills that will enable them to have a positive experience.

  • Will your students feel comfortable in the Chinese school environment and vice versa?  China is a very different culture, even more so as you get away from the big cities. Similarly, life in your community is likely to be a totally new experience for the Chinese student.  It is our view that children need to experience cultural differences, but not be challenged to the point where they are overwhelmed. 

  • What does the district around your school and their school offer which would be of interest for the students?  Visiting special points of interest in the local district adds significantly to the experience for the students.

  We really value our sister school relationship with LYIS in China.  By hosting them twice and visiting with both a staff group and later with a student group, we are recognising more and more similarities between our cultures, and learning to appreciate the differences.  Future exchanges will allow us to have more fun, too, as we develop an even greater understanding of one another.

  We are very much looking forward to FCI LYIS China Trip 2017.

  Linda Harvie, Principal - Farm Cove Intermediate School

• Educational Publisher Export Growth Strategy

  

  New Zealand is small country that has had a large impact on educational developments worldwide. We are famous for the quality of our teachers, the progressive nature of our education system, and the innovative approach of our publishing sector.

  A proud history of exporting educational success

  New Zealand-designed educational resources have been used in schools around the world for over 40 years. Our curriculum, from early childhood right up to tertiary and vocational study, is valued and often adapted by other countries. Our test results have for many years been among the highest in the OECD nations.

  Dame Marie Clay’s leadership of the Reading Recovery approach led to a new export industry and revenues streams as the Reading Recovery movement spread to other English-speaking countries, notably the USA. With New Zealand publishers and educators in such demand a highly skilled publishing industry began, led by pioneers Wendy Pye and Joy Cowley.

  Over 30 active educational publishers offering you content and expertise.

  Today there are a large group of New Zealand publishers that offer a wide range of topics across early childhood, elementary, high school, tertiary and adult learning. The New Zealand educational publishing industry now serves more than 60 countries, across many languages, and includes much more than literacy publishing – extending to ESOL, science, mathematics, and innovative new digital resources.

  Major multinational publishers regularly commission NZ content creators to design new materials that will be released worldwide under their brand name. As a result, local publishers are highly flexible and customised in their publishing approaches, and able to produce materials that are culturally attuned to the intended market.

  A snap shot of NZ Educational Publishing

  Innovative ideas made in New Zealand

  A pioneer in the design of effective educational resources Over 30 active educational publishers 30% of revenues gained from exports Major provider of literacy materials to Australia, the USA, Canada, the UK and increasingly Asian markets Many years of developing educational content for major multinationals: Pearson, McGraw-Hill, Houghton Mifflin Harcourt, Scholastic etc Fast-developing digital publishing capability

  The Big Book used for shared reading The small book (8 and 16-page) used for small group reading Reading Recovery – developed by Dame Marie Clay and her team The Te Kohanga Reo movement developed for the preservation of New Zealand’s indigenous language and culture Award-winning digital resources Resources for disaster recovery

  Support programme

  ENZ partners with the Publishers Association of New Zealand (PANZ) to develop an export growth strategy, support access to markets and develop new markets. Examples include support for New Zealand’s Guest of Honour status at the 2012 Frankfurt Book Fair and the 2015 Taipei International Book Exhibition.  Information on the programme and tools can be found here:

  • Export Growth Strategy (2013-2016)
  • Directory of Educational Publishers
  • Educational Publishing Export Grants 

  For more information contact Adele Bryant, Business Development Manager at adele.bryant@enz.govt.nz

• Minister congratulates education community on 2015 results

  Mr Joyce made the comments in his media release issued this week about the 2015 International Education Snapshot Report. 

  New Zealand’s international education industry grew to 125,011 international student enrolments in 2015.This is an overall increase of 14,748 enrolments and every region experienced growth.

  “New Zealand is increasingly being recognised for the excellent education and study experiences it delivers to both local and international students,” Mr Joyce said.

  “The benefits of international education extend well beyond the economic contribution to the economy. Young New Zealanders live and learn alongside people from other countries, increasing their understanding of other cultures and boosting our links with the world. These links are vital for us to prosper in an increasingly Asia-Pacific world,” says Mr Joyce.

  Tuition fee income received from international education reached $1 billion for the first time in 2015. Fee income reached $1.029 billion, a 17 per cent increase ($146 million) on 2014.  Statistics New Zealand recorded the value of education exports as $3.1 Billion for the year to March 2016.

  The fastest growing markets for New Zealand education in 2015 were India with a 45 per cent increase in international student enrolments (9,013), China up 13 per cent (3,881), and the Philippines up 83 per cent (1,648).

  “While most of this growth has been good for New Zealand, it is important to ensure that all student recruitment in fast-growing markets like India is done within the rules and regulations that New Zealand sets. The new Code of Practice for Pastoral Care of International Students that came into force last Friday makes it clear that all New Zealand tertiary providers are responsible for the activities of their agents,” says Mr Joyce

  Auckland continues to be the largest region for international student enrolments with 63 per cent of enrolments, similar to 2014.  Canterbury has 8.4 per cent of enrolments (an increase in enrolments of 13 per cent to 10,547), and Wellington has 5.9 per cent (an increase of 9 per cent to 7,456) of international student enrolments.

  Education providers also welcomed more students in Nelson/Tasman (21 per cent growth), Bay of Plenty (22 per cent), Southland (18 per cent), Waikato (7 per cent), Northland (6 per cent) and Hawke’s Bay (4 per cent).

  “It is important that regional New Zealand shares fully in the growth of our international education sector and it’s great to see strong growth in many regions. Education New Zealand will continue to develop their new Regional Partnership Programme to promote the benefits of studying in each regions,” says Mr Joyce.

  The International Education Snapshot: 2015 full year report is available here.

  The Student Visa Dashboard to May figures are available here.

• New portal shows students around New Zealand

  The Study in New Zealand website will soon have a regions portal to show international students what it would be like to study, live and work in different parts of New Zealand.

  Students will be able to access information, search options, maps and interactive tools about New Zealand, which is divided into 15 regions for the purposes of this project.

  The portal aims to increase referrals from Study in New Zealand to institutions and regional cluster websites around the country.

  The Study in New Zealand website already has a New Zealand regions section showcasing tourism attractions, but it isn’t targeted to meet the needs and interests of students. The new portal, to be launched in July, will focus on letting students know about specific advantages of studying, living and working in each regions.

  Education New Zealand (ENZ) worked in partnership with our regional network of representatives to identify value propositions for each region. We also set up a Regional Reference Group, consulting the group at every stage of the project.

  The project is part of the Regional Partnership Programme, launched in 2013 to support the development and growth of international education in selected regions.

  It contributes to one of ENZ’s key Statement of Intent targets which sets out to ‘increase the proportion of international students enrolled to study in regions outside of Auckland’. 

  Our new regions portal taps into a trend highlighted in a recent ICEF Monitor article, which highlights that location is an important factor in the decision to study abroad.

  ICEF Monitor reported that international students considering an education institution look closely at the city or town’s key offerings including weather, cultural and recreation opportunities before committing to study there. The article used New Zealand as an example, referring to our ‘notable destination marketing-based campaign’.

• Putting New Zealand in agents’ hearts and on their maps

  Education New Zealand (ENZ) recently organised a series of agent familiarisation tours.

  Four groups were immersed in New Zealand’s learning, living and working opportunities for international students.

  Agents from Brazil, Colombia, South Korea and Saudi Arabia were treated to tours of New Zealand’s special places – from regional centres to our bigger cities.

  ENZ’s regional and international teams organised the programmes and toured with the agents over May and June. They were shown the full spectrum of the sector, and were also given updates and presentations from government agencies like Immigration New Zealand and the New Zealand Qualifications Authority (NZQA.

  “The agents enjoyed and appreciated the chance to learn about education in New Zealand, meet current international students and understand the distinctive offerings for students across all of New Zealand,” said Greg Scott, ENZ Regional Programme Manager.

  The tour included interactive activities, including an emphasis on education pathways, applied learning and creative technologies, and special open-invitation networking opportunities, like the Networking Starts at Home event

  The agents visited   Taranaki, Nelson, Canterbury, Waiuku, Hamilton, Dunedin, Queenstown and Napier.

  

  COLOMBIAN AGENTS SARA GAMEZ AND ANA KARINA FAJARDIO ENJOY TIME AT AUT BY THE NGA WAI O HOROTIU MARAE

  “As our regional centres become better known international education destinations, the agent familiarisation tours demonstrated how each regional centre has a unique story and value proposition that can appeal to different student interests,” says Greg Scott. 

  The potential benefit to increasing the profile of New Zealand education amongst all these markets is immense.

   “The feedback from the participating agents was extremely positive and heartfelt,” says Sarah Gauthier, ENZ Regional Project Manager.

  “We ensured the agents enjoyed themselves and their time in New Zealand. They enjoyed tourist activities, speaking to international students and their homestay families and gaining a deeper understanding overall of the value of a New Zealand education.” 

  “We are seeing lots of photos of New Zealand on the agents’ social media feeds and their agencies’ websites,” says Jo Keane, ENZ Regional Project Manager.

   “We’d like to thank all the people, organisations and regional groups that supported these familiarisations,” says Sarah Gauthier. 

  “It was a true Team New Zealand effort. We appreciated the time everyone took to host us, meet the agents, organise tours and ensure that the students were available to speak to the agents in their own language. 

  “There’s nothing like hearing why New Zealand is such a great place to be a student than from real international students.  By speaking about their study, lifestyle and work opportunities, the tours were really brought to life,” she says.   

  

  KOREAN AGENTS ENJOY THE NELSON SUNSHINE