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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.
Enhancements to Study In New Zealand website
As the audience has been steadily building, we’ve also been working to enhance the student experience, by adding more relevant content and improving the navigability of the site.
Expanded translations
One of the exciting recent developments has been content translation, with students from China, Viet Nam and Thailand now able to access translated versions of most of the site in their native language. The global home page and ‘Get Started’ sections will be updated and translated soon.
The translated content is accessed by selecting the drop down menu under the ‘International’ tab at the top right of the website, as per the screen grab below.
We’re sharing the good news via our hugely popular agent and social media channels, so how about doing the same and giving your Chinese, Thai and Vietnamese students the opportunity to get the lowdown on studying in New Zealand in their own language?
We’ll keep you updated when further translations are rolled out.
New content
Another enhancement to studyinnewzealand.com is our recently-established blog.
Having a modern audience-driven blog is a highly-effective way of connecting with our audiences in an authentic and trustworthy way, and will be one of the cornerstones of our content marketing strategy.
The blog gives prospective international students the chance to explore what it’s like to study and live in New Zealand, through the eyes of current and former students.
To make it as easy as possible for students to identify and access the content that’s of most interest to them, the experiences are arranged in the following sections: ‘Student Life’, ‘Travel and Adventure’, ‘Working while Studying’, and ‘How-tos and tips’ .
We’re aiming for 90 percent of the blog content to be student-generated, with additional content coming from key influencers, such as guest lecturers, our NZ Inc partners where appropriate and ourselves. We’ve seeded the blog with a range of articles to kick off with, and will expand the content as more student experiences are captured.
Our Marketing and Channels team is currently working on a content marketing strategy, which will include a blog content calendar. If you have access to great student-generated content you think might interest our target audiences please feel free to send it through to: blog@studyinnewzealand.com.
Announcements to support industry growth
Here’s a round-up of recent news:
$2.7 million for international education in regions and new markets
An additional $2.76 million of funding is being invested through ENZ to strengthen key market relationships, support diversification into new markets and build on our Regional Partnership Programme.
The Regional Partnership Programme will receive $2 million to help grow international education. The investment is focused on growth in the regions, and will enable more regions to join the Programme and further regional development initiatives to be supported. For more information on the Regional Partnership Programme, contact Greg Scott, Business Development Manager.
Efforts to diversify growth across more markets continue, with an additional $700,000 invested in stepping up marketing and promotional activity in Colombia, the USA and Viet Nam, the Philippines and Indonesia.
Here’s a link to the press release.
School ties with China
Twenty-five schools across New Zealand received funding to build their sister school relationships with China. Recipients include Marlborough Girls’ College and Marlborough Boys’ College, which received funding of $5,000 to develop a sister school partnership in Ningxia Hui Autonomous Region, one of China’s leading wine-producing regions. The colleges are also working with the Nelson Marlborough Institute of Technology to encourage Chinese student enrolments into courses relevant to New Zealand’s wine industry.
Here’s a link to the press release.
Read the article in the Marlborough Express here.
Study Abroad growth
A new scholarship for European Union students will target Study Abroad growth at New Zealand universities.
Total funding of NZ$100,000 for scholarships, co-funded between ENZ and universities, will be offered as part of a marketing campaign being prepared to grow the number of Study Abroad student arrivals from Europe to New Zealand. The announcement came during Prime Minister John Key’s visit to Europe to advance the bilateral and trade relationship between EU and New Zealand.
Here’s a link to the press release.
Scholarships bring Korean students to New Zealand
New Zealand’s profile as a study destination was further raised in Korea during Minister Joyce’s recent visit. In Seoul on 19 October the Minister awarded four aspiring Korean golfers scholarships to spend a month in New Zealand receiving intensive English language teaching and top quality golf coaching, under the Game On English - Golf edu-sport programme.
Here’s a link to the press release.
And, for those of you who read Korean, here’s some of the coverage the event received in Korea:
Ilgan Sports ‘Education New Zealand provides golf training opportunity in New Zealand to four aspiring Korean golfers’
Business Korea ‘New Zealand Educates Korean Golfers’
Segye Ilbo ‘New Zealand ‘Game On English-Golf’ providing opportunity to four recipients’
Record referrals to institutions in January
The size of the Study in New Zealand website audience has grown by 83 percent, from 1.8 million in 2013/14 to 3.3 million in 2014/15.
An exciting development is that January 2016 saw the highest-ever number of referrals – 14,512 – from studyinnewzealand.govt.nz to the websites of New Zealand education institutions.
This means 14,512 visitors to the Study in New Zealand website – parents, agents and prospective students – chose to take the step of sending an enquiry directly to a New Zealand institution to find out more about their study options.
This increased traffic is the culmination of several initiatives ENZ’s Marketing and Channel Development team has undertaken to keep delivering meaningful content to the website’s audiences, and encourage them choose New Zealand as a study destination.
Such initiatives include:
- changing the layout of the homepage (in response to testing)
- improving the navigability of the site, including inserting new tabs across the top of the website to reflect the most popular content searches
- providing tailored content to each of ENZ’s ‘Promote’ and ‘Rebalance’ markets (in the local language in many cases)
- establishing a student-generated blog
- developing new pages, such as study options, programmes and courses, work rights and work ready pages, and dedicated pages for parents, graduates and those interested in scholarships.
We’re grateful to the many providers who have supplied ideas and suggestions for the audience-driven content that is proving so successful.
As always, we’re more than happy to receive your ideas for:
- student-generated content for the blog
- case studies that enable students and parents to directly hear what it’s like to live and learn in New Zealand.
Please send your suggestions to: blog@studyinnewzealand.com
ENZ showcases New Zealand’s commitment to sustainability in education and UN SDGs in India
Education New Zealand Manapou ki te Ao (ENZ) hosted a vibrant Sustainability Carnival on 14 November at the New Zealand High Commission in New Delhi to round off ENZ’s #SustainableTomorrow campaign that was designed to highlight New Zealand’s commitment to SDGs and sustainability in education.

The event showcased New Zealand university course offerings and officially launched ENZ’s Sustainability Guide, a comprehensive resource profiling course offerings in sustainability at New Zealand universities and the New Zealand Institute of Skills and Technology (NZIST).

The event saw over 150 attendees, including representatives from five New Zealand universities, three Indian universities, and students, parents, and teachers from New Delhi’s international schools. The Sustainable Tomorrow campaign was launched as a comprehensive digital and social campaign to spotlight sustainability within the educational landscape. Through diverse activities, and partnerships, the campaign highlighted New Zealand's commitment to embedding sustainable practices in education. It reached 82,266 accounts via the New Zealand in India Instagram page, engaged 2,935 accounts and saw 165 profile visitors.

As part of the campaign, ENZ launched a digital poster design competition for Indian high school students. Centred around the Innovating for a Sustainable Future theme, the competition aimed to raise awareness of key United Nations Sustainable Development Goals (SDGs), including Goal 7 (Affordable and clean energy), Goal 9 (Industry, innovation, and infrastructure), Goal 12 (Responsible consumption and production), and Goal 13 (Climate action). The winning posters were unveiled and recognised at the Sustainability Carnival, which also featured a series of other exciting activities, including street plays performed by students on the importance of sustainability, as well as a croquet match with the New Zealand High Commissioner to India Patrick Rata.

ENZ’s Director of Engagement, India and East Asia, Jugnu Roy, said the campaign did well to spotlight New Zealand’s strong credentials in sustainability stewardship to secondary school students, teachers and parents in India.

“The campaign was a fantastic opportunity to highlight New Zealand universities’ sustainability leadership, particularly their top global ranking for sustainability stewardship in the Times Higher Education Impact Rankings 2024.

“The launch of the ENZ Sustainability Guide that promoted course offerings related to UN SDGs at New Zealand universities and Te Pūkenga really drove home the message about New Zealand’s commitment to a sustainable future that’s visible through our wide range of sustainability-focused education offerings,” Jugnu said.

New Zealand High Commissioner to India, Patrick Rata interacts with New Zealand university and Te Pūkenga representatives at the Study with New Zealand booth at the Sustainability Carnival.

Secondary school and higher education institution students and teachers from India with New Zealand High Commissioner to India, Patrick Rata at the Sustainability Carnival in New Delhi.
ENZ hosts first agent-led fairs in Viet Nam
The fairs, held in in Ho Chi Minh City and Hanoi, attracted more than 500 prospective students and parents and featured 35 New Zealand providers.
Tam Le, ENZ’s Marketing & Strategic Relations Manager for Viet Nam, said the new agent-led fairs were part of ENZ’s wider efforts to work in close collaboration with one of our top education agents in Viet Nam during key recruitment seasons.
“Agent-led events such as these play a key role in raising the awareness of New Zealand education in during September/October, one of Viet Nam’s key recruitment seasons for international education.
“We are very happy with the quality of students who visited the fairs as well as their genuine enquiries about New Zealand and its education system.”
The fairs were a great opportunity for New Zealand education providers to showcase their internationally-recognised qualifications and to highlight the strong education links between Viet Nam and New Zealand, said Tam.
“It’s fantastic to see New Zealand emerging as a popular education destination for international students from Viet Nam.
“There has been a 62 percent increase in the number of Vietnamese students choosing to study in New Zealand in the first eight months of 2017, compared to the same period last year.”
A growing number of students are also choosing to study at New Zealand’s universities, with an 88 percent increase in the number of Vietnamese students in the first eight months of this year compared to 2016.
Otago Chemistry lecturer attracts a crowd at Kuching fair
Jane Goh, ENZ’s Marketing and Strategic Relations Manager, Malaysia, said that around 150 students, parents and teachers in Kuching met with representatives from higher learning institutions, high schools and polytechnics from New Zealand at the fair.
These included Riccarton High School, UC International College (UCIC), University of Canterbury, Lincoln University, The Ara Institute of Canterbury, University of Otago, The University of Auckland, University of Waikato, New Zealand Tertiary College (NZTC) and Academic Colleges Group (ACG).
During the fair, Dr David Warren from the University of Otago gave a lecture on the relevance of chemistry today to teach students how best to study and excel in the subject.
Dr David Warren delivers a lecture on ‘Chemistry and its relevance in today’s life’ during the New Zealand Education Fair 2016 held at Kuching Hilton Hotel.

After the lecture, all participants were given a chemistry quiz contest. Rebecca Chen from Lodge International School won the main prize.
Rebecca Chen from Lodge International School – the top winner of Chemistry Lecture and Quiz.
International students awarded for ICT excellence
Ruslan Levenets, who originally studied law in Russia, came to study in New Zealand in preparation of a career change.
“I had some practical skills and interest in IT, but my main motivation for study was to have a strong theoretical background,” said Levenets.
Ruslan was awarded most outstanding student for the Graduate Diploma in Information Assurance and Security. The award was sponsored by ISACA, an international professional association for IT governance.
Mike Binkhorst, president of the Wellington chapter of ISACA, believes supporting top students is an important part of building the future of their industry.
“We're keen to encourage people into the profession to make a difference in the field. ISACA promotes frameworks and standards in IT to improve governance and security. Education and supporting the next generation is a big part of that,” said Binkhorst.
Alexander Sokolov with Alisdair McKenzie

Also achieving excellence in IT was Alexander Sokolov who was awarded most outstanding student for the Graduate Diploma in Information Technology. He received his award from Alisdair McKenzie, a member of WelTec’s IT Industry Partnership Committee.
“WelTec’s Industry Partnership Committee offers guest lectures, takes interns and reviews WelTec's IT programmes – all so that they deliver what the industry is needing,” said McKenzie.
“We work to ensure that the tertiary education sector is harmonised with business and industry requirements.”
Ian Hunter from WelTec’s School of Business & IT said the involvement of industry associations makes a significant difference to the way WelTec students are taught.
“Our students are working on real scenarios and real problems as part of their academic programme,” said Hunter.
ACG expands its New Zealand vocational group
ACG Group Chief Executive, John Williamson, said that acquisitions are part of ACG’s plan to broaden its portfolio of high-quality educational services.
“With ongoing demand for recognised, quality educational qualifications, we are well positioned to grow, either through developing new offerings ourselves or acquiring providers whose philosophies and standards match ours,” said Williamson.
ACG’s vocational diplomas, degrees and courses are offered in a range of creative industries such as IT, tourism and hospitality, trades and services, health, and early childhood. The acquisitions will now see ACG delivering education to over 12,000 students through its 35 campuses across three countries.
ACG’s other institutions include Yoobee School of Design, New Zealand Management Academies, New Zealand School of Tourism and New Zealand Career College.
Animation College is New Zealand's leading character animation college, delivering both traditional and 3D animation courses. AMES is one of New Zealand’s top IT education providers, while South Seas Film & Television School is a leading film, television, screen acting, animation and photography training institution.
Event season in Viet Nam
Two alumni networking events had more than 200 registrations, as well as the participation of Immigration New Zealand (INZ) and New Zealand Aid, who answered queries from students and parents about studying in New Zealand.
Several seminars were held alongside the fairs to discuss student visas, the New Zealand curriculum and NCEA, and the NZ ASEAN Scholar Awards. The seminars drew significant interest with the rooms full for most of the day.
Ben Burrowes, ENZ’s Regional Communications & Strategic Relations Manager for South East Asia, said it was fantastic to see so much interest in the seminars.
“It was clear that the students and parents had already conducted their own research and had come prepared with specific questions on programmes of study and life as a student in New Zealand.”
The Hanoi agent seminar, held on 17 March, included student visa updates from INZ, followed by education agent training and “speed meetings” between local agents and New Zealand education providers.
The events were accompanied by a comprehensive public relations programme that resulted in good coverage in Vietnamese media. Some 15 local media members attended a media briefing in Ho Chi Minh City, seizing the opportunity to interview two Vietnamese alumni and Ben.
The ENZ team also conducted an online chat with vnexpress.net, a top online news website in Viet Nam with over one million views per month. During the two-hour live chat session, questions were put to panel members Ben, Chris Klaassen (Chair of SIEBA), Giang Nguyen (University of Waikato’s SEA Regional Manager), and Lucy Nguyen (SIT’s International Marketing Officer for Vietnam). They answered nearly 60 questions ranging from New Zealand’s quality of education, the transferability of qualifications, the high school system and NCEA. After the live chat, the answers remained on the news site and were syndicated by many other online sources.
Ben said the number of questions put to the panel was a positive sign.
“A number of questions asked for comparisons between New Zealand and some of our stronger competitors – a further testament to the growing market awareness of New Zealand,” he said.
Air New Zealand was among the events’ partners, providing two sets of return tickets to New Zealand at the fairs.
Ben Burrowes (second from left), Tam Le (second from right) with Vietnamese alumni

Speed meetings at the Hanoi Agent Seminar