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Get ready for unprecedented profile of NZ education in China
We also need to make a leap in scale.
We can’t do that with a business as usual approach.
This realisation is behind the Dragons in a Distant Land documentary now set to screen before 650 million people in China from August 2013.
The documentary highlights the experiences of Chinese considering studying in New Zealand and of successful alumni who have returned to China.
Education New Zealand (ENZ) General Manager of Marketing and Channel Development Kathryn McCarrison says the two-part documentary (renamed from Dragons in the Land of the Long White Cloud) is designed to be a “game changer” for New Zealand’s student attraction marketing in China and will boost referrals to Chinese agents and New Zealand institutions. The documentary seeks to capture parents’ attention; students aged 16-25 will be targeted by a digital campaign.
“We’ll get unprecedented coverage of New Zealand education in China with the documentary.
“We all need to get ready – the Chinese networks will only give three days’ notice of the first on-air date.
“To get full value out of the investments in the documentary, we – that is ENZ and the industry – need to run an integrated campaign leveraging each other’s work.”
ENZ is developing marketing materials to help institutions plan their marketing in China following the screenings of Dragons in a Distant Land on national and regional television.
These materials will be made available to institutions.
ENZ’s production company, the Gibson Group, is negotiating with Chinese networks to have the documentary screened in August. The associated student dragons’ marketing campaign will be ready on 1 August 2013 to support the launch of the documentary.
Key features of the campaign include:
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Using alumni and agents on Weibo (the Twitter of China) to post about studying in New Zealand and direct people to the campaign’s website
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Creating posts for targeted internet forums and bulletin board sites
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Posting content to Youku, the YouTube of China.
To directly engage the target audience – parents, prospective international students and education agents - there will be:
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Video advertising targeting social networking and video sites and top student portals
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Performance display advertising.
ENZ’s current Baidu search campaign will be reconfigured to ensure relevant searches are directed to the student dragon’s campaign website.
Kathryn says the traffic from the student dragon’s campaign website will go to the New Zealand Educated website. “Your information on it will likely be the first impression of your institution for many Chinese visitors.
“We recommend you check out your institution’s page on newzealandeducated.com very soon to ensure your content is up to date.”
Closer to the launch date ENZ will make available key messages for each episode, press releases, a media question and answer and photography from the documentary. The final media buying plan, showing when and where ENZ will be advertising in China as part of the campaign, will also be available to help institutions with their own media buying.
A drop-box folder has been set up to access these materials when they become available. Email Deena for details. She will keep you posted on developments through e-news.
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College of Creative Arts “foots it” with the world’s best
The US National Association of Schools of Art and Design has granted the College “substantial equivalency”, the most comprehensive international benchmark of quality in art and design education in the world. The College now officially sits alongside such world-leading schools as Rhode Island School of Design, Cranbrook Academy of Art and CalArts.
“The College of Creative Arts is another great example of a New Zealand education institution footing it with the world’s best,” says Kathryn McCarrison, Education New Zealand’s General Manager Marketing and Channel Development.
“Based on what we know about how international students make their choices over where to study, the college’s substantial equivalency award is a potential game changer for them.
“The key drivers of choice all relate to quality and reputation – does my institution choice advance my career prospects? How does it stack up quality wise? What’s its reputation and how does it rank internationally?
“For this reason institutions need to make the most of any international recognition.”
Kathryn says this type of recognition is also invaluable when it comes to Education New Zealand’s job of promoting New Zealand as a study destination.
The College’s School of Design is already ranked top in Australasia by Red Dot, the global design award organization.
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Brazilian science scholarship opening
Education New Zealand is now working with New Zealand Institutes of Technology and Polytechnics (NZITP) on an agreement to include ITPs the SWB programme.
The inclusion of New Zealand universities in the national call for applications for the SWB Scholarship follows the signing of an agreement between Universities New Zealand and the National Council for Scientific and Technological Development (CNPq) which was witnessed by Prime Minister John Key and Brazilian President Dilma Rouseff, during Mr Key’s visit to Brazil in March 2013.
The SWB programme aims to send 100,000 Brazilian students on undergraduate “sandwich” courses; PhD “sandwich” courses; full PhD and post doctorates programmes to study science, technology, engineering, mathematics and creative industries at top universities around the world.
The SWB also offers opportunities to foster relationships between institutions under a Special Visiting Researcher scholarship scheme. This scheme aims to attract recognised international researchers in priority areas set by the SWB programme to conduct projects with Brazilian research groups and visit Brazil for up to three months each year over a period of two to three years.
Information and applications for study at New Zealand universities is now available to Brazilian undergraduate and postgraduate students at this link.
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Understanding Indonesia’s education market
Every year, more and more Indonesian students look to further their studies overseas. There is an awareness of the need for a better quality of education and the current circumstance in Indonesia is that facilities and quality education are somewhat still below expectations, especially when compared to abroad. International schools based in Indonesia also take a part of the increasing number of Indonesian students looking for an international education. After finishing at these high schools with an “overseas” qualification, these students usually opt to pursue their tertiary study abroad.
With the number of Indonesian students choosing to go abroad increasing each year, why has New Zealand not truly benefited? It is simply because of the lack of information about New Zealand and the perception that New Zealand is a very quiet country with more sheep than people. We in Indonesia seldom see advertisements about New Zealand or the institutions while other countries have put lots of effort in branding their country and their institutions consistently. People are all the same. We tend to remember products that have a strong branding. So, if you want people to always remember your product, you need to keep reminding people by persistently branding your product to the market.
At first, I had the same perception of New Zealand being quiet too. Joining the May 2013 trip was my very first time to see New Zealand. I was so excited.
I got a chance to visit representative institutions in Auckland, Hamilton, Wellington, Christchurch and Dunedin. In the South Island, my first destination was Christchurch where I found lots of major work to rebuild and renovate its buildings.
The first day touching down in Auckland, and seeing the city itself, changed my perception. Auckland is not as crowded as in my country, Indonesia, of course. But it is not as quiet as what I thought! The city has everything that a student needs - shops, cafes, restaurants, flats, shopping centres and even the education institutions are all within walking distance.
New Zealand is such a perfect place to study. You have everything in town, people are so nice and friendly, and it’s very safe. I don’t need to worry about pick-pockets or drunken people when walking with my female friends back to hotel at night.
After seeing these cities, and visiting various institutions, I also found that New Zealand has a great education system. Students are taught in a very practical way, both, in high schools and tertiary institutions. And this is what New Zealand needs to show. You need to educate the Indonesian market about this and change the perception of New Zealand.
Indonesian families are unique. They have a strong family relationship. Their children’s study destination is also influenced by their relatives and friends. Parents feel more comfortable about letting their children study in a country where they have relatives or friends staying. Most of the time, the experience and opinions from their relatives play a great part in their decision. Apart from that, Indonesian parents will usually send their children overseas after they graduate from high school. They believe at this stage their children are mature enough and can take a good care of themselves overseas. Therefore, tertiary education is more attractive to the Indonesian market.
Recently, the postgraduate market for Indonesian students has also been growing significantly. For postgraduate students, study duration, value for money and the opportunity for job placement are the key areas they are usually looking at. Little do they know that New Zealand offers a postgraduate job search visa and the opportunity to work and stay in New Zealand after they graduate.
So, by understanding Indonesian market better, I believe institutions can plan a better strategy for their marketing activities. Together we can promote New Zealand as one of the top destinations for Indonesian students to consider as a study destination.
Key points:
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New Zealand has a low profile in Indonesia
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To change this we need persistent and consistent marketing in Indonesia
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The Indonesian market is primarily a tertiary education market, but there are opportunities for other sectors
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The postgraduate market is growing significantly.
SUN Education describes itself as the “most complete” International Educational Consultancy firm in Indonesia, providing the largest selection of quality education and country destination under one roof with its main focus being Australia, Singapore, UK, USA, Malaysia, New Zealand, Switzerland and Canada. Suwarni has more than eight years of student recruitment activity and currently works with 10 countries including New Zealand.
Suwarni Puspita, Branch Manager, Mal Ciputra, with Indonesia’s SUN Education Group recently took part in a visit to New Zealand with other education agents from Indonesia. She offers some impressions of the opportunities and challenges for New Zealand institution, and in particular tertiary institutions, in Indonesia.
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Introducing new offshore staff
Welcome to Education Manager Shelly Xu, who is based in Shanghai, and Market Development Manager Dinh Duong, who is based in Ho Chi Minh City (HCMC).
Shelly Xu has joined Education New Zealand’s China team as of 2 September and arrives to the role with more than 10 years of experience at Immigration New Zealand’s (INZ) Shanghai Branch, where she built up a concrete understanding not only of visa policy and settings, but also of the New Zealand- China international education landscape.
“We are really thrilled to have Shelly on board and she brings invaluable strengths to this role,” says Regional Director – Greater China Alexandra Grace.
“Shelly’s appointment to this newly created “Education Manager” position will enable better identification and uptake of growth opportunities, as well as better support to industry, in this key region of the China market”.
Shelly’s involvement with industry through her student visa responsibilities led to a desire to work for Education New Zealand. “Through INZ I learnt about the high quality of New Zealand education and found my passion and strong interest in promoting New Zealand education to more international students”, she says.
Get in touch with Shelly when you are visiting Shanghai; or would like to update Shelly on your business or institution’s activities in Shanghai, Zhejiang, Jiangsu, and Anhui (Shelly’s areas of responsibility, working to the Regional Director). Her email address is shelly.xu@enz.govt.nz. Shelly is a part of the New Zealand Consulate-General effort in Shanghai, and will be based with New Zealand Trade and Enterprise (NZTE) at New Zealand Central.
Dinh Duong is the new Market Development Manager in Viet Nam, reporting to Izak Human, Regional Director – South East Asia.
Dinh will be working to promote New Zealand education in Viet Nam through fairs, events, exhibitions, meetings, workshops and other activities. She’ll be supporting New Zealand education providers and business by providing insights into the Viet Nam market, researching and working to establish high quality partnership opportunities for institutions, and keeping on top of developing education trends in Viet Nam.
Dinh joins Education New Zealand with four years’ experience in the education sector, having worked for a big English language provider as well as the British Council in Viet Nam. In addition to speaking English and Vietnamese, Dinh speaks Mandarin, Cantonese, and Chaozhou Chinese dialects.
Get in touch with Dinh when you are visiting HCMC; or would like to update her on your business or institution’s activities in Viet Nam. Her email address is dinh.duong@enz.govt.nz, and she works alongside NZTE staff at the Consulate-General office in HCMC.
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Expert advice for schools
The case studies provide expert advice for schools from leading international education practitioners within the school sector.
The case studies highlight key lessons from a primary, an intermediate and five secondary schools, from Auckland to Invercargill. The case studies explore a range of themes, including marketing, staffing models and capability, economics and financing, planning and processes, student experience, homestay and academic support, and overarching principles.
A summary of the key lessons from all the case studies has been compiled into the Top tips for international student programmes.
The case studies are part of the growing range of ENZ products and services for schools. Other support includes the Strategic Roadmap programme, the International Education Growth Fund, school website review service, school reference group and Business Development Managers who can provide advice and support to help you grow your international business. More tools to support schools will be released in the coming months. To keep up with developments, subscribe to our E-news and keep an eye on our web site.
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New resource on the Brand Lab
"Peking University’s New Zealand Centre (which involves several of our universities and government agencies) runs this undergraduate course which students take to earn foreign language credits (and because of their interest in New Zealand, of course). Enrolments have grown year-on-year, with 75 students now taking this class.
In the past, I have delivered a more academic lecture on New Zealand’s education system, including on policies and reform. And in the past, this has been met with glazed eyes. So in a break with tradition I decided to make the session more interactive and incorporate some of the tools we now have at our disposal. I gave an informal “why study in New Zealand” presentation, then moved on to showing the New Zealand Story and New Zealand Education Story.
We then broke into small groups (just like we do in New Zealand classrooms and tutorials), and students worked on the task I had set: to discuss and agree on “what three words best exemplify what is ‘special’ about New Zealand education.”
And I was blown away by the responses. Each group came up to write its words on the blackboard, and common themes included innovation, openness, diversity, inspiring, and opportunity. Our messaging is clearly resonating.
After then watching some of ENZ’s Gibson Group-produced Dragons in a Distant Land alumni episode (and remembering far too late that I have a cameo in it), I asked each group to explain its three words. And again – I was blown away. The willingness of these students to contribute their thoughts and to ask questions – in English, in public - with a second member from one group even volunteering additional thoughts – really impressed me. The course coordinators were also very pleasantly surprised.
As products of New Zealand’s education system, volunteering our thoughts, asking questions and speaking in public come naturally to us. This isn’t so in every education system.
Almost best of all, the course was that day being audited by a very senior Peking University Professor. She stood up at the end and said, “I did my PhD in economics at the University of Chicago. After today, I want my grandchild to go and study in NZ”.
I always give the class my email address, and as of right now have received five enquiries from these students at China’s top-ranked university. I have also had to courier additional blocks of Whittaker’s chocolate. Each of the nine groups deserved a prize.
A Chinese subtitled version of the New Zealand Education Story is now available on the Brand Lab, so I encourage you to use this when next in China or hosting Chinese visitors.”
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International education top priority – Tertiary Education Strategy 2014-19
Speaking at the Tertiary Education Strategy launch at the Higher Education Summit in Auckland, Mr Joyce said the new Strategy is about achieving faster progress with some of the key challenges facing New Zealand learners in the 21st century.
“Our tertiary education sector must continue to adapt and change to provide the skills and qualifications New Zealanders will need to contribute in the labour market in innovative and competitive ways,” Mr Joyce said.
The Tertiary Education Strategy 2014-19 sets out six strategic priorities designed to encourage a more adaptable outward-facing New Zealand tertiary education system that makes the most of strong links with businesses, communities and the world economy. They are:
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Priority 1: Delivering skills for industry
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Priority 2: Getting at-risk young people into a career
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Priority 3: Boosting achievement of Māori and Pasifika
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Priority 4: Improving adult literacy and numeracy
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Priority 5: Strengthening research-based institutions
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Priority 6: Growing international linkages.
For the full text of Mr Joyce’s speech see the Beehive website.
The Strategy is available on the Ministry of Education website.
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Campaigns go live
New marketing campaigns are launching in these key markets in April and May – the first major campaigns to use the ‘Think New’ brand.
Kathryn McCarrison, General Manager Marketing and Channel Development, says the campaigns aim to raise awareness about New Zealand and provide information to people interested in studying here to support their decision-making, and to capture contact details.
“Our research shows that New Zealand is close to halfway behind the awareness levels of key competitor countries: we’re just not top of mind when students overseas are considering their options.”
“So these campaigns have a dual focus: to continue to raise awareness of New Zealand as a place to study generally, and to build up a database of students actively considering New Zealand for introduction to institutions and/or agents.”
“The countries targeted are those identified by industry and in our market research as areas of significant potential growth in the near future.”
The China campaign launched on Friday 11 April, with India to follow after Easter and Japan in May.
“As well as being the first major campaigns to use ‘Think New’, they’re also the first trial of a partnership approach with key education agencies. These agencies will amplify the campaign messages through their own networks,” adds Kathryn McCarrison.
“While the campaign messaging will be sector-focused – universities in China, tertiary education in India, and English language schools in Japan – agencies will advise prospective students on New Zealand education as a whole.”
“Using such a targeted approach allows us to refine our campaign messaging tightly – to be sure we’re reaching people already considering studying in New Zealand with information relevant to their home country in order to generate high quality enquiries.”
“It’s a formula we’re trialling with a view to repeating it in other countries.”
For more information about the first campaign off the block, read this story about the ‘Think New’ China campaign.
You can see where it fits into New Zealand’s overall education marketing activities in China here.
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Think New enters India
India is currently the second largest and fastest growing source of international students to New Zealand. Education New Zealand (ENZ) is looking to build on this positive momentum with a new marketing campaign.
While New Zealand is well known in India for cricket, tourism and to some extent movies such as The Lord of the Rings and The Hobbit, there is still work to do to improve awareness of New Zealand as a high quality education destination.
Kathryn McCarrison, General Manager Marketing and Channel Development, says: “Those who know New Zealand like New Zealand but there is a lack of awareness about us as a high quality international study destination. This campaign aims to help fill this knowledge gap.”
The campaign challenges prospective students who are already thinking about study abroad options to take the next step and convert their general interest in New Zealand into active consideration.
Visitors who register their interest in studying in New Zealand on the Education New Zealand (ENZ) campaign website will be contacted by a pool of New Zealand specialist education agents who can provide more information about the courses, the criteria and support with the application process.
Popular Indian Premier League (IPL) coach of the Chennai Super Kings and former New Zealand cricket captain Stephen Fleming is fronting the awareness raising campaign. By expressing interest, prospective students will be automatically “in to win” an exclusive dinner date with Stephen Fleming. Fleming’s team is having a great IPL season and he is highly regarded in Indian as among the best captains the Black Caps ever had.
“The New Zealand tertiary education sector has a huge range of programmes available. As well as being specialists in a number of areas we also offer niche and vocational courses which are less developed in other countries so New Zealand really stands out from the crowd.
“We want to continue to grow the number of high quality Indian students studying in New Zealand and for them to secure meaningful jobs, particularly in industries experiencing skill shortages such as I.T, Engineering, Agriculture and Forestry and Construction. We hope that this campaign will help us to achieve this goal,” Kathryn says.
ENZ is working with ten of the top Indian agencies on this campaign. These agencies will amplify the campaign messages through their own networks, reaching many thousands more students.
The campaign will run from 12 May to the end of June, building on a strong public relations strategy that ENZ has been running in India since October 2013.
