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New Zealand Cracks Top Five Preferred Overseas Study Destinations for China’s Wealthy
Rupert Hoogewerf, Founder, Chairman and Chief Researcher of the Hurun Report, noted “New Zealand breaking into the ‘Big 5’ shows how far it has come to building a global education programme, attracting many of China’s most successful families to send their children to study there. With 80% of these families now looking to send their children to study overseas, New Zealand’s all-round education system is able to compete at the very highest levels in the world”.
ENZ received a “Best of the Best” award for this achievement. The awards are based on the annual Chinese Luxury Consumer Survey (CLCS), now in its 11th year. Between September and November 2014 the Hurun Report surveyed 376 Chinese individuals with at least CNY 10 million (NZD 2 million) personal wealth. 62% surveyed were from the first tier cities of Shanghai, Beijing, Shenzhen and Guangzhou.
Those surveyed were asked, “what is your preferred overseas study destination?”. New Zealand followed the US, UK, Australia, and Canada (out of 12 countries), and edged out Switzerland, a popular education destination with the world’s wealthy.
“This recognition hasn’t come about by accident”, said Regional Director Alexandra Grace. “We have made a deliberate effort to connect with the Hurun Report’s readership, and to showcase that New Zealand education is something to which to aspire. We have done this in various ways, including through Hurun media interviews with our Prime Minister, Hon Steven Joyce, and with leaders such as Auckland Mayor, Len Brown. The messaging in all has been consistent: New Zealand offers high quality, personalised education in a world-class environment. Our education system fosters creativity and innovation; ideas are born in our country. And future leaders across all sectors are developed in our country”.
This isn’t the only award won recently by ENZ’s China Team. “We had a very successful year on the awards and recognition front in China last year”, said Alex. “We are off to a good start this year by also being awarded an “international partner award” from the China Education Association for International Exchange”.
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Auckland students welcomed
Auckland-based students hailing from Korea, Germany, China, Japan, Brazil and Russia were waiting for the doors to open and the powhiri and mayoral welcome to begin.
Once inside, the students flocked to the 30-plus tourism and service provider stalls and to take part in the games, with the FIFA kick-wall proving most very popular.
Live entertainment throughout the day greatly added to the atmosphere, as did the awarding of spot prizes.
Three Blues players and the FIFA Ambassadors (past All Whites Ivan Vicelich, Andy Boyens and Dan Ellensohn) did Q&A sessions on the main stage which were well attended.
Six of Study Auckland’s top Indian education agents and 10 Indian students who have recently arrived to take up New Zealand India Scholarships for 2015 and were at the event, and one of them, Ketaki Khare, had this to say, “It was as an absolutely wonderful experience to be at the International InAKL Student Event where all of us were greeted so warmly by the Mayor, and by Auckland itself with such a marvellous sunny morning!
“The school kids who performed the kapa haka were absolutely delightful and put a big smile on all of our faces. The highlight though, for me, was getting to meet the Auckland Blues! It was incredible how modest and friendly they are!”
Education providers saw value in the event as a great show of manaakitanga (welcome), and as Jennifer Kirkham, Director of International Students, Botany Downs Secondary College put it.
“Our students had a great time at the Auckland Student Welcome that took place in the Cloud last Thursday. The Cloud was the perfect venue, with a vibrant and warm Pacific flavour. It opened our students’ eyes to what the city has to offer and gave them a chance to take selfies with the Mayor, the Blues, the Police and just to wander around and meet other students.
“It also gave us a chance to show our students that they are welcome not only in our school, but that the city as a whole values their presence. Our students had a lot of fun and took a walk around the Viaduct afterwards to see the Volvo Ocean Race Yachts - just another beautiful day in fabulous Auckland! Our students loved it. “
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Game on English – Golf launched in Korea
Game on English is an edu-sport programme that combines intensive English language classes with top quality sports training. Game On English – Golf is aimed at talented young Koreans, 13 years and over, who want to become professional golfers.
“Game On English combines New Zealand’s expertise and passion for sport with our education system that consistently ranks amongst the best in the world,” said Lisa Futschek, Education New Zealand’s Regional Director for Americas, Japan, and Korea.
“With an estimated 70,000 Koreans passionate about golf, and both our countries’ claims on World #1 women’s golfer Lydia Ko, it seemed the obvious sport to test out the Game On English market in Korea.”
To launch and raise public profile of Game On English in Korea, four young Korean golfers will be awarded scholarships to spend a month in New Zealand working on their game with the professionals at New Zealand’s Institute of Golf while improving their English at English language school, Unique New Zealand.
Applications for these scholarships will open in mid-2015.
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NZ education shines in China
Running alongside the fairs were the ENZ-hosted agent seminars in Beijing, Shanghai and Guangzhou. 34 institutions participated in the seminar in Beijing, alongside 112 consultants, and 46 institutions participating in the Shanghai and Guangzhou seminars, with 60 consultants participating in Shanghai, and 116 in Guangzhou.
A true NZ Inc effort, Immigration New Zealand also attended the fairs and seminars. New Zealand students holding Prime Minister’s Scholarships to Asia and currently studying in China also helped out – and feedback from industry participants highlighted the usefulness of their Chinese-language skills and the value of their more recent experience of the New Zealand education system. The added bonus also being that these students are walking examples of the “outcomes” of New Zealand’s education system.
High-level support for New Zealand institutions in China was demonstrated by the attendance of the New Zealand Ambassador to China, John McKinnon, at the agent seminar and fair in Beijing, and the attendance at the seminars in Shanghai and Guangzhou of the Consul-General in Shanghai, Guergana Guermanoff and the Consul-General in Guangzhou, Rebecca Needham. This underlined the cross-NZ Inc recognition of and support for the key role education plays in the bilateral relationship.
International Market Manager - China, Amy Rutherford said, “I was delighted that so many New Zealand education institutions representing early, secondary, higher and vocational education participated in CIEET 2015 and the agent seminars. These events build on the previous work of industry and Education New Zealand to demonstrate the high value of a New Zealand education for Chinese students – work which is paying off, with New Zealand recently included in the Top 5 preferred overseas study destinations for China’s wealthy, as surveyed by the Hurun Report.”
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Et4e registrations open
The impressive line-up of international speakers includes Frank Catalano of Intrinsic Strategy, who will bring a US-based view of edtech trends, and Hong Kong and Japan-based Allison Baum of Fresco Capital who will cover edtech investment in the high growth Asian region.
Of equally high calibre are the local speakers and panellists: Frances Valintine of The Mind Lab by Unitec will inspire delegates with her use of technology and global approach, and Education Perfect’s CEO and 2014 Internet Entrepreneur of the Year, Craig Smith, will contribute to the panel discussion on developing products and services in response to demand. Sharing tips on how to tackle export markets will be the focus for two panels made up of experienced exporters such as South Pacific Press, ADInstruments/Kura Cloud and more recent entrants to the world of exporting such as Kiwa Digital, as well as successful start-ups such as Boardingware.
The diverse and entrepreneurial edtech community is made of up education publishers, game developers, ICT companies and educationalists and the et4e conference provides great opportunities for making connections. Delegates are often on the lookout for new ideas and partners to collaborate with. An educational publisher who attended the first et4e conference in 2013 was inspired to form a new company with a game developer. In the space of two years, this has led to the launch and export of a new early childhood literacy product, Bud-E Reading.
Et4e is organised by Education New Zealand and Grow Wellington in recognition of the edtech sector’s growing contribution to export growth in international education. New Zealand’s high quality and innovative education system, combined with its entrepreneurial and creative culture, is the perfect ecosystem for the development of leading-edge edtech products and services. Huffington Post recently cited the Hamilton-based company, CodeAvengers, as one of its top ten online learning sites to watch in 2015. CodeAvengers founder Michael Walmsley Jr. will be a panellist at this year’s conference.
Educational Technology is an exciting and growing sector – it is currently worth $86 billion globally and is forecast to grow to $257 billion by 2017. Find out more about et4e 2015 and take advantage of the early bird tickets.
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India communications campaign wins top honours at PRWeek Awards Asia 2015
The awards, in their 14th year, are among the most prominent and competitive ones in the region. Organised by Haymarket Media Ltd, they celebrate the most inspired and successful campaigns, companies and individuals in the Asia-Pacific communications industry.
The integrated campaign developed by ENZ’s India team along with support from industry partners created new ways of engaging with Indian students to study in the country’s institutions. ENZ used a combination of public affairs, public relations, advertising, consumer promotions and digital amplification, to highlight its offerings to the Indian student market. Initiatives introduced by ENZ in India were supported by NZ Inc. agencies and ENZ’s India PR agency partner Genesis B-M.
Speaking about the awards, Ziena Jalil, Regional Director – South and South East Asia, Education New Zealand said, “We are delighted with this recognition. It is a privilege to be considered for these awards with the likes of the UN Foundation and USAID and emerge winners.”
The PR Week Awards complete a hat-trick for the India PR campaign, following its win at the Public Affairs Asia Gold Standard Awards in November last year.
“Industry recognition is a great validation of what we have tried to achieve in terms of raising New Zealand’s profile as a quality student destination and education business partner in India,” says Ziena.
To learn more about the India PR campaign email: india@enz.govt.nz
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Competition winners announced South and South East Asia
The first competition was open to SSEA students from selected institutions currently pursuing undergraduate programmes in business, marketing and/or related disciplines. Students were asked to submit a 12 month marketing strategy that would promote New Zealand as an education destination in their own country.
ENZ is pleased to announce that five entries – two from Viet Nam and one each from India, Indonesia and Malaysia have won all-expenses paid four-week internships in New Zealand. The interns will arrive in New Zealand between July and September.
The winners and their hosting New Zealand institutions are:
Viet Nam
Pham Phuong Lan going to Academic Colleges Group
Nguyen Hoai Thuong going to Palmerston North Girls High School
India
Armeet Narang going to Avondale College
Indonesia
Edo Dwi Prayogo going to the University of Auckland
Malaysia
Kong Kah Weng going to Choose New Zealand Education Alliance
The second competition was targeted at secondary school students in South East Asia only, with the aim of prompting them to research what it would be like to live and learn in New Zealand. The students each submitted a 700-word essay demonstrating their take on the theme of ‘Think New: Think New Zealand’. ENZ received some outstanding entries across all four target markets. The winning essays (listed below) were all published in top-tier media publications.
Malaysia
Nur Afiqah Azizan - essay published in The New Straits Times (Learning Curve)
Indonesia
Siti Hajar Saskia Putri - essay published in Hai! and CosmoGIRL! magazines
Thailand
Sirinut Talpraderm - essay published in The Bangkok Post (Student Weekly)
Vietnam
Nguyễn Thúy An - essay published on Kenh14.vn
We’ll follow up with the students and their host institutions during their time in New Zealand and keep you posted as to their experiences.
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Tauranga-based group visits Korea
E-News caught up with one of the organisers of the visit, Education Tauranga’s Anne Young.
What led to the decision to visit Korea as a group of institutions?
Education Tauranga’s 2013-2017 strategy focuses strongly on collaboration between member institutions. We find that we can make more of an impact in a market as a group, and, with a diverse range of institutions participating in activities, we can demonstrate the pathways that exist within our region to cater for all levels of education.
Korean students are enrolled in the full range of education institutions in Tauranga – from primary right through to tertiary. This is one of the reasons Education Tauranga’s Korean student numbers have continued to rise in 2015, while declining in New Zealand overall. We also attribute our success in Korea to the fact that we have committed local agents, strong local government support, highly effective links with the Korean community in the Western Bay of Plenty and institutions that provide excellent education and care to all international students, including those from Korea.
In choosing Korea as our group visit destination, we were able to further capitalise on our already strong position in that market.
What are the advantages of a group visit such as this?
The main advantage of a group visit is that it’s easier to get noticed and to secure meetings than when you’re an individual institution travelling on your own. Promotional costs can be shared, too. In our case, 21 institutions were pitching in, meaning our advertising dollar went a lot further, resulting greater numbers of prospective students at our fairs and good attendance of officials at other events.
Having trip organisers taking care of all the planning, organising and bookings meant it was a much more efficient process for everybody. It also alleviated stress for some first time travellers to Korea who didn’t have to face many of the challenging ‘unknown factors’ that can pop up when organising your own recruitment trip.
What are the downsides?
I don’t think there are any particular disadvantages to marketing as a group offshore. However, there are challenges in the logistics of dealing with such a large group, such as transport arrangements and getting everyone to where they need to be on time, as well as ensuring that planned activities are of benefit to all institutions from a range of sectors.
What were the highlights?
We attracted over 400 prospective students through our fairs which was a great success for one small region of New Zealand. The students who came along were already pretty well informed about Education Tauranga’s education offerings, demonstrating that the effort that we put into advertising prior to the events hit the mark!
Several alumni families also attended the events, and it was wonderful to see them engaging with prospective students and their families and giving their perspective on what studying in our region is like.
The support of big New Zealand brands such as Zespri was also fantastic; their product promotion at our fair went down really well.
Being hosted at the New Zealand Residence by the Deputy Head of Mission to Korea and Education New Zealand was also a highlight as we were able to recognise the contribution they had made to ensuring our activities were a success.
Are there any outcomes on the horizon or promising connections made?
We’re hoping our visit will result in an increase in student numbers from Korea in 2016. The signs are promising so far, with many new students expressing an interest in coming here. Time will tell however!
We have also strengthened relationships with Tauranga’s ‘friendship city’ of Ansan, with a larger study tour group coming in 2016 than came in 2015.
What would you do differently next time?
The visit to Korea was our second regional group visit (we visited China together as a group in March this year) so we already had experience in what did and didn’t work and were able to iron out any issues prior to this trip.
Any hints and tips for together groups thinking of undertaking this sort of group visit?
I think undertaking a visit of this kind is very effective for regions or groups of institutions. My top tips for making your visit a success are as follows:
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Do your research and have a plan. Know exactly what activities you want to do and why
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Involve all participating institutions in the planning process
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Make sure you have support from local councils and your Economic Development Agency
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Enter the market with a strong brand that all participants believe in
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Make sure you have translated materials and have translators who know your product/region
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The work you do prior to arrival is just as important (if not more than) as the work you will do while in country
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Work with ENZ and local Embassy staff
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Leverage your alumni
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Follow up with the people you met with during the visit!
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Introducing new GM Marketing and Channel Development, Paul Irwin
Hannah Lee Darboe, who fulfilled the role of Acting GM for this team, returned to NZTE recently to take up the role of Director, Business Improvements.
What attracted you to the world of international education?
The GM Marketing and Channel Development role at Education New Zealand builds on highlights from previous roles in my career. Namely, international marketing in Asia with the Economist Intelligence Unit, advertising and communications consultancy to a range of education sector clients (Open Polytechnic; TeachNZ, Ministry of Education; and Agriculture ITO), and the ever-evolving world of digital marketing. Additionally, I’m really impressed with the contribution that international education makes to both New Zealand’s economy and our cultural ties with other countries.
What will you be doing as GM Marketing & Channel Development?
I'll be helping shape ENZ’s international marketing strategies across brand, digital media, social, agents, events and whatever other opportunities we identify. My goal is to work with the marketing team and the rest of ENZ to build on their great work to date. Particular areas of interest are how we can continue to position the Think New brand against our competitors, increase our use of data for insight and conversion, and how we integrate and optimise all our activity, noting the different challenges of each particular market!
What’s on your to-do list for the next three months?
First, to build my understanding of a very complex industry! ENZ and New Zealand’s education providers operate across a wide range of sectors and countries. From a marketing perspective, we use best practice digital marketing, events and agents, while also equipping the industry with a wide range of tools and marketing material.
Second, to better understand the needs of the different education sectors (I really look forward to meeting you all in due course!).
Third, to look to ways to “optimise” our activity, building on past learnings, fine-tuning to the different dynamics of each country and their student populations, and bringing my expertise in integrated marketing to ensure we have the best marketing mix to achieve our collective objectives.
What excites you most about your new role?
I’m excited to be working in a role that delivers economic, social and cultural good. Equally to be working with such a large group of smart, passionate people across ENZ and the entire New Zealand education industry. It’s exciting to be working in an industry that’s part of the “knowledge economy”, which has really strong foundations but equally huge opportunity for innovation and further growth.
What challenges do you expect to face?
There are many challenges in international education, but these are what make the role interesting and rewarding. There’s the complexity of the markets and diversity of sectors. Then there’s being on top of the fast-changing world of marketing today, driven by new digital technologies and channels and access to more and more data. As always, there’s the juggling act between global efficiencies and consistency and in-market tailoring of activity. And last, but not least, being mindful of each education institution’s particular needs, past learnings and future ambitions.
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NZ universities sign collaboration agreement with Malaysia’s KYS International College
The foundation programme will be jointly developed by KYSIC and the Consortium Universities (the University of Otago, Victoria University of Wellington and University of Waikato) but provides Malaysian students with access to all eight New Zealand universities which ranked in the top three percent in the latest QS World Rankings.
The foundation programme consists of four streams which will cover all undergraduate courses available at the New Zealand universities - Foundation in Commerce, Foundation in Health Science, Foundation in Humanities and Foundation in Science.
The collaboration agreement was signed on 2 October between representatives from the Consortium Universities and KYSIC, a school established by successful Malaysian entrepreneur and New Zealand-educated alumni, Tan Sri Halim Saad. The agreement, which builds on the strong and warm relationship which exists between the two countries, was signed by the New Zealand universities in the presence of the New Zealand High Commission and Education New Zealand in Kuala Lumpur.
Stuart McLauchlan, the University of Otago's Pro-Chancellor, has been personally involved in the initiative along with Roger McElwain, the CEO of the University's Foundation Studies Programme.
“The University of Otago has contributed to previous successful education initiatives with Malaysia and is excited with the latest collaborative venture offering a Foundation Programme in Malaysia,” says Mr. McLauchlan.
Otago is the lead New Zealand university for the programme.
Victoria University of Wellington Pro Vice-Chancellor, Professor Roberto Rabel, says this continued collaboration highlights the institution’s commitment to Malaysian students.
“Victoria University is delighted to be working on another New Zealand Malaysian education initiative involving our distinguished alumnus Tan Sri Halim Saad. We hope it will be as successful as the accounting degree venture we have in co-operation with KYS in Melaka.”
Ed Weymes, Waikato University’s Pro Vice Chancellor International, says this signing represents a significant milestone in the ever growing partnership between New Zealand and Malaysia.
“The University of Waikato is thrilled to be a participant in this collaborative venture, offering a Foundation Programme in Malaysia which will be recognised by all New Zealand universities. This signals a new chapter in New Zealand’s international education strategy.”
