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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:

  • Priority 1: Delivering skills for industry

  • Priority 2: Getting at-risk young people into a career

  • Priority 3: Boosting achievement of Māori and Pasifika

  • Priority 4: Improving adult literacy and numeracy

  • Priority 5: Strengthening research-based institutions

  • 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. 

• 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.

• 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.

  View the campaign website

• ANZA workshop

  Education New Zealand’s Channel Development Manager Kaye Le Gros presented the Think New brand and the New Zealand Education Story to agents in a seminar that showcased New Zealand. Immigration New Zealand also presented immigration updates at the seminar. 

  Almost 100 education institutions attended the three day workshop, including 44 from New Zealand, along with around 60 work and travel organisations and service providers. 

  Agents from 50 countries were there, all focused on sending students and youth travellers to our side of the world.

  For the first time, Brazil was the top agent country, reflecting the popularity of New Zealand and Australia as study destinations for Brazilian students.

  Next year’s workshop is coming to New Zealand – mark 28-30 April 2015 in your diary for the workshop at Sky City in Auckland. Kaye says this will be a great opportunity for regions and groups to consider familiarisation visits for agents visiting New Zealand in 2015. 

• Flying Kiwis off to Chile

  “We’ve had a fantastic response to this year’s call for Flying Kiwi nominations. Forty one schools from all around New Zealand put forward some outstanding students for consideration – it’s been a quite a task to narrow it down to just seven students,” says Mr McPherson.

  “These senior Spanish students will spend three weeks in Santiago, going to school and living with Chilean families, immersing themselves in the language and the culture.” The Flying Kiwis programme was developed in response to the successful Chilean government-sponsored Penguins without Borders programme which sees Chilean students coming to New Zealand to study. “New Zealand is the first country to develop such an exchange with Chile and I am thrilled to be able to give our young people the chance to experience a taste of the Chilean way of life. “One of last year’s Flying Kiwis said he wasn’t very confident speaking Spanish before he went but the experience in Santiago helped him get top marks in end of year exams. And he plans to go back to South America in the future.

  “Flying Kiwis and Penguins without Borders create bonds between our countries and lifelong connections for both the Chilean and New Zealand students taking part,” says Mr McPherson. Almost 240 ‘Penguins’ have studied in New Zealand since January 2013. There are currently 96 Chilean young people studying at schools in Auckland, Wellington and Christchurch.

  Chile is a small but growing source of students for New Zealand and is our second largest source of students from South America, after Brazil. Chilean high school students value the opportunity to improve their English language skills as they experience a different culture and lifestyle living with New Zealand families.

• Generation Study Abroad

  Students can now apply for a US$2,000 travel award to help with flights to New Zealand and US$500 towards study at a university or participating institute of technology or polytechnic.

  Currently fewer than 10 percent of all US college students study abroad at some point in their academic career. Generation Study Abroad is a new initiative by the Institute of International Education to double the number of American students who study abroad by the end of the decade.

  “New Zealand is already in the top 20 destinations for US students studying abroad, so partnering with Generation Study Abroad should provide a boost to the number of American students coming here,” says Amy Rutherford, International Market Manager for North America at Education New Zealand. “Each of the eight New Zealand universities and a number of institutes of technology have provided funding for the Study Abroad Excellence Awards which were announced at the NAFSA annual conference and expo in San Diego, California this week.”

  In 2012 there were 1,965 US students enrolled in New Zealand institutions, the majority at universities on one semester programmes. American students make up around two percent of the total number of international students studying in New Zealand. Almost 250 US colleges and universities of all types and sizes from 46 states have joined Generation Study Abroad today. New Zealand is one of ten countries to commit to a government partnership with the Institute of International Education.

• Game On English launched in style

  New Zealand has teamed up its expertise in rugby and English language teaching to develop a new edu-sport programme for Japan in the lead up to the 2019 Rugby World Cup and the 2020 Summer Olympics.

  On Monday 7 July Prime Minister John Key and Japanese Prime Minister Shinzo Abe launched Game On English in Auckland as part of Mr Abe's official visit to New Zealand.

  The leaders threw a rugby ball to the programme’s inaugural students – Japan's national sevens female champions from Iwami Chisuikan High School – to kick off a rugby skills training session and officially launch the programme.

  The Prime Ministers, current All Black Conrad Smith and Huriana Manuel, captain of the New Zealand women's sevens team and Black Fern, met and shook hands with each of the rugby players before they went through their training paces.

  In the lead up to Japan hosting the Rugby World Cup and Summer Olympics Prime Minister Abe has announced a government goal to improve English language skills and increase sporting capacity amongst youth.

  "As a country with an envious track record of developing the world’s best rugby players and a top quality education system, New Zealand is well placed to help the Japanese government meet their goal," says Grant McPherson, Chief Executive, Education New Zealand.

  The Game On English programme matches English language providers with sports academies to deliver centrally-organised, bespoke courses for young athletes.

  "Growing export revenue from international education is a key part of the Government’s Business Growth Agenda. Programmes such as Game On English are aligning New Zealand’s educational expertise with demand in the global market."

  Japan is now the third largest source of international students to New Zealand. 

  "Our success as a country will be determined by our level of connectedness with the rest of the world. Education is one of the best ways to build international linkages.

  "These students will act as ambassadors for New Zealand education promoting the quality of our education system when they return to Japan," says Mr McPherson.

  The Iwami Chisuikan sevens team are studying English at the English Language Centre of Auckland Institute of Studies (AIS) in the morning and training with Auckland Rugby Academy in the afternoon for the month they are in New Zealand.

  "New Zealand is very different from Japan, but the people here made it really easy for me to adapt and feel comfortable. I enjoy being able to communicate freely with people from different backgrounds in class, and the support we get from teachers is invaluable," says Iwami Chisuikan player Aoi Kurokawa.

  

  "Kiwis train differently – they emphasise technique and make training fun. I would like to bring what I learned back to Japan."

  Ran Aoki is also enjoying her rugby in New Zealand. "The best part of the programme is the training. Auckland Rugby make it fun and give invaluable comments and feedback."

  "Kiwis value the quality of training in a given timeframe over accumulated hours which allows us to get the most out of our short stay in New Zealand.

  "I learn English all around – in class, whilst training, and at home with my homestay family!"

  In two weeks a second group of Game On English students will arrive from Japan. 

  Eleven secondary school players from Kanto Super League will be based in Dunedin - studying English at the University of Otago Language Centre and receiving rugby training from Otago Rugby Football Union and local Dunedin high schools.

  Both groups of students are in New Zealand at the invitation of the New Zealand government to pilot the programme. 

  "It is our intention that Game on English will be rolled out nationally and New Zealand will support Japan in achieving their English language and sporting ambitions in the next five to six years and beyond," says Mr McPherson.

  We will evaluate the pilot programme over the next month and advise the next step in due course.

• Entries open for New Zealand India Sports Scholarships
  “With New Zealand co-hosting the Cricket World Cup next year, a sport that Indians are especially enthusiastic about, this scholarship will raise awareness of New Zealand expertise in sport,” Minister for Tertiary Education, Skills and Employment Steven Joyce says.
   
  “India has one of the world’s largest economies and total trade with New Zealand currently exceeds $1 billion per year. The Government is focused on developing our relationship with India further so that it becomes a core trade, economic and political partner for New Zealand.
   
  “Education is a key part of this activity, with Indian students making up the second largest and fastest growing source of international students to New Zealand.”
   
  Mr Joyce says the scholarship programme is one of several activities underway to deepen New Zealand’s education relationship with India following a steady flow of Ministerial visits over the last few years.
   
  “Many of these initiatives have a focus on increasing the quality and level of qualifications studied by Indian students here.”
   
  The New Zealand India Sports Scholarships are open to Indian citizens enrolling to study bachelor or postgraduate qualifications in New Zealand beginning in 2015. Successful recipients will have their tuition fees funded for the first year of full-time study and also receive some support for living costs.
   
  As a country with an envious track record in sport and a top quality education system, New Zealand is well placed to offer courses in sports related fields such as sport management, coaching, sports nutrition and exercise science. 
   
  Not only will qualifications in this field help Indian students gain rewarding careers for themselves, they will also serve the ambitions of both sporting nations.
  New Zealand is committed to the New Zealand-India Prime Ministers’ Education Initiative and sporting education links are a valuable stream for continued engagement with India.
   
  The New Zealand India Sports Scholarships are a partnership between Education New Zealand and the New Zealand Ministry of Foreign Affairs.

• New social media launch in China

  “Last year our awareness levels in China grew 17 per cent between April and December,” says Kathryn McCarrison, General Manager Marketing and Channel Development.

  “With year-on-year growth in enrolments and student visa approvals from China, we want to continue building on this momentum in a top priority market for New Zealand.”

  The number of Chinese students studying at a New Zealand institution was up 3 per cent in 2013 on 2012 and this growth looks set to continue, with student visa approvals from January to March this year increasing by 24 per cent. 

  In August new ‘Study New Zealand’ Weibo and WeChat sites will launch, targeting a youth audience with fun, informative and interactive content about studying in New Zealand.

  Weibo is a microblogging platform, similar to both Twitter and Facebook, with more than 129 million monthly active users and more than 61 million average daily active users. Described by Forbes magazines as the world’s most powerful app, WeChat is a similarly popular mobile messaging app used by more than 350 million monthly active users.

  The China team will continue to support the Ministry of Foreign Affairs and Trade Embassy’s Weibo account – supplying all-important content about bilateral education and research collaborations which demonstrate the depth of New Zealand’s strong education relationship with China. 

  “We are focused on profiling the dual opportunities New Zealand offers to China, as a high-quality and committed strategic education partner for our education products and services, and as an exceptional study destination,” says Alex Grace, Regional Director – Greater China.

  Whereas social media activity will reach a wide audience, recent campaign activity in China was targeted at those actively considering studying abroad, particularly at university level.  

  The campaign, which remains active until the end of July, matched prospective students to an agent to find out more information about studying in New Zealand.

  To date, over 6,500 prospective students have registered to find out more about New Zealand and these enquiries are being actively followed up by four agencies, who will in turn provide these qualified leads to New Zealand institutions. 

• Insight into China Education Developments

  Produced by our China team, the latest report provides a roundup of China’s education developments during the first half of 2014 and follows their January report which was picked up and reported around the world.

  Sam Mackay, Senior Education Manager in Beijing, says the Insight Report is the China team’s way of keeping industry up-to-date with changes in the region.

  “There’s so much information flying around about Chinese education developments that it can be hard to keep current. We developed the China Insight Report so you can stay abreast of the key trends in this top priority market for New Zealand.”

  “We’ve also tried to deliver it in an engaging manner. You can contemplate our ‘questions to ponder’, try your luck at some of this year’s Gaokao questions, and even enjoy a (somewhat related) dance clip.”

  Download the China Insight report here. We welcome feedback to china@enz.govt.nz.

  Quick summary:

  • The number of Chinese students heading overseas rose in 2013, but at a slower rate than previous years.  

  • Chinese international student enrolments in New Zealand rebounded, exceeding the 25,000 mark for the first time since 2007. Strong growth occurred in the school and university sectors.

  • Postgraduate student numbers within China are falling due to the introduction of tuition fees. Interest in ‘professionally oriented’ postgraduate programmes, however, is rising.

  • A record number of graduates are finding employment prospects tough. The expected monthly salary has fallen 2000 yuan over the past three years.

  • China’s vocational education system is being transformed. Changes to the exam system, institution entry processes and a boost in the number of higher vocational institutions are all in the works.

  • Global acceptance of Gaokao has increased as the exams get reformed. A technical stream to the exams will be introduced, and students will be able to sit their English exams periodically throughout the year.

  • Chinese parents are increasingly asking providers to illustrate the return on investment.