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Learn New Every Day – new global brand campaign launched to attract international students to New Zealand
The new campaign called Learn New Every Day, delivers a student’s point of view of the first-time experiences international students could encounter in a single day when they study with New Zealand.
ENZ’s General Manager of Marketing and Communication, Geoff Bilbrough, said that 'Learn New Every Day’ is designed to cut through in a very competitive market.
“We wanted to capture the essence of what it is really like to study with New Zealand, taking the perspective of a learner as they encounter new experiences, and convey the excitement and emotion as they go through their day.
“What makes the campaign more memorable is its high energy, positive, contemporary feel. And the first-person point of view approach is unique to the category,” Geoff said.
Geoff went on to say, “The scenes and scenarios in the campaign reflect our core values of a high-quality education and employability/future opportunities. These messages are woven through the campaign through imagery and action involving learners in a range of environments across all parts of New Zealand’s education sector, alongside the well-known adventure and social experiences. The featured imagery reflects what we know international students are looking for in a New Zealand education.”
Learn New Every Day was pre-tested and performed well in in-depth one-on-one interviews with students and parents from China, South Korea, India, and Viet Nam. Feedback was also sought from across New Zealand’s international education sector, who also responded positively to the concepts, their relevance to the young learner, and the clarity of the idea.
ENZ’s Global Brand Manager, Nick Sinclair, said that the campaign involved a mix of current international and domestic students from primary, secondary, and tertiary institutions.
“We had a wonderful time interacting with the international students while capturing these ‘first-experience’ scenes. They were really excited about the opportunity to take part in the decision-making process for other students and their parents as they choose their overseas study destination.
“The campaign communicates what we strongly believe is New Zealand’s competitive edge in the international education market. A New Zealand education experience is as much about the adventure, social experiences, and our unique culture and landscapes, as it is about the high-quality study opportunities that we offer”.
The campaign will run for at least 18 months. It is running initially in China, India, South Korea, Thailand, Viet Nam, and Japan targeting students aged 16 to 24 and their parents across all sectors including high school, university, Te Pūkenga, English language schools and private training establishments. Campaign assets include videos of various lengths, digital banners, and assets for the creation of off-line collateral such as banners, and other materials, in English and the local languages of our target countries.
As well as featuring across paid digital media in these countries, the campaign features on all 10 Study with New Zealand websites, in all communications with prospects that sign up to Study with New Zealand, and across all other ENZ channels.
All images and other campaign collateral can be found on ENZ’s Brand Lab here - Home | Education NZ Brand Lab | The ENZ Brand Lab
For media enquiries contact:
Stephanie Morison,
Senior Communications Advisor
Education New Zealand Manapou ki te Ao
+64 223020104, Stephanie.morison@enz.govt.nz
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Around the world in five
CHINA
China’s push to expand vocational education
The Chinese government has allocated NZ$21.88 billion to expand China’s vocational training to a new system that will see graduates emerge with qualifications in high-priority areas.
GLOBAL
Universities ride eSports wave for a stake in its future
Eleven global universities have founded the University eSports International Initiative (UeII) to collaborate on a range of eSports projects, including research, tournaments and governance.
GLOBAL
Why is it so difficult for international students to work in their host countries?
Policymakers see the benefit of retaining highly skilled international students but opinions differ on the best way to do so, with frustrating results for graduates.
TURKEY
International students flocking to Turkey for higher education
Thanks to major investments in education, regulatory amendments and government encouragement of student integration, Turkey now hosts one percent of the world’s international student population.
UNITED KINGDOM
GoXchange student app launched
A new app seeks to support international students by connecting them with peers at the same study destination.
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Celebrating Women of the Future with India
Women leaders from New Zealand and India shared inspiring stories at the event, discussing equity and the inclusion of women in society.
ENZ announced a range of initiatives to inspire young women and enable them to experience cross-cultural values and learning:
- Virtual India Immersion programme for New Zealand-based tertiary students, focussed on enhancing knowledge of Indian culture and business environment. Students interested in taking up this programme can apply here by 30 April. Find out more here.
- 10 virtual micro-internships, in partnership with the University of Auckland, for female undergraduate students from India. Interested Indian students can apply here by Saturday, 16 April.
- A virtual exchange programme involving a cohort of 40 high school girl students from India and New Zealand offering the Global Competence Certificate. Details of the programme for Indian students are available here. Applications close on 22 April.
Hon Priyanca Radhakrishnan, Minister for Diversity, Inclusion and Ethnic Communities opened the summit and encouraged all women to challenge stereotypes and break barriers. The Minister mentioned that she herself had previously come to New Zealand as an international student.
Other speakers included women leaders in education from both countries, as well as Tashi Malik and Nungshi Malik, the twin mountaineering sisters who are winners of New Zealand Prime Minister Sports scholarships and Sir Edmund Hillary Global Impact Visa Awardees, and Miss Malini, a well-known Indian digital influencer.
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US series studies Massey education
Four half-hour TV segments and YouTube clips profile Massey’s education and research expertise in food safety, New Zealand society, aviation and veterinary medicine.
Filming took place at the Manawatu campus in early July, and will be broadcast on America’s East Coast in August.
US host, educational consultant and author Steven Roy Goodman has visited countries all around the world, portraying different aspects of the university sector. However, this is his first time filming in the Southern Hemisphere. The series has screened 123 episodes to date.
“It’s an educational show where I aim to bring the ideas and news of universities around the world to the general public in the best way I can,” said Steven.
Steven singled out the veterinary medicine discussion as one that would be of particular interest to students from the United States because of the Massey Veterinary School’s American Veterinary and Medical Association (AVMA) accreditation.Steven was also fascinated by the discussion on New Zealand society and Massey’s new BA degree with the head of the School of Māori Art, Knowledge and Education (Te Pūtahi-a-Toi) Professor Meihana Durie, and Pro Vice-Chancellor of the College of Humanities and Social Sciences, Distinguished Professor Paul Spoonley.
“For me the discussion on New Zealand society was particularly eye-opening and not at all what I originally envisioned – I don’t think people in the US know a great deal about New Zealand society, but I think they will be introduced to it now,” said Steven.Project leader and International Development Manager for Massey, Bruce Graham, says the project will help promote Massey’s research, Study Abroad opportunities and specialist degree programmes in the US.
“This will also add to the growing reputation of New Zealand’s wider university sector, and the capability and expertise of these institutions.”
The TV episodes can be found on YouTube, and will also be included in Massey’s webpages and social media sites. You can view them below:
Higher Education Today - Food Safety
Higher Education Today - New Zealand Society
HIgher Education Today - Veterinary Medicine
Higher Education Today - Careers In Aviation
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New enrolment guide for students
Enrolment information has been the second-most requested content on SiNZ social media channels, so ENZ has created an enrolment guide to sit on the SiNZ website.
The guide has two sections: how to apply to study at a primary, secondary or English language school, and how to apply to study at a tertiary institution.
Lucia Alarcon, ENZ International Digital Project Manager, says the guide provides step by step information on the enrolment process for each of these levels of study.
“We’ve included brief information about application procedures, including required documents, application fees, interviews and English language assessments.
“We make it clear that the information is a general guide only, with procedures varying between institutions.”
The enrolment guide is part of ENZ’s new 5 Steps to Studying in New Zealand process, which breaks up the study abroad journey to help students understand how to get started.
The 5 Steps encourage students to check out the practical content we’ve added to SiNZ in recent months. Along with the enrolment guide, the new content includes our Cost of Living and Explore NZ pages.
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PTE English for Speakers of Other Language (ESOL) Provision Fund
The $1.5 million fund is designed to help English language schools impacted by the border closure to international students.
The funding was announced in July by Minister of Education Chris Hipkins as part of the Government’s $51.6 million Recovery Plan for International Education.
The PTE ESOL Fund is part of the first workstream, which seeks to stabilise the sector while borders remain closed. Read more about the Recovery Plan.
The funding aims to help increase demand for English language training, to be met by English Language Schools. It will also help with upskilling and improving the employability of New Zealanders with English language needs, including migrant partners and dependents of New Zealanders.
The fund is being implemented by the Tertiary Education Commission (TEC).
Eligibility
To be eligible for the PTE ESOL Provision Fund, your organisation must hold a Category 1 External Evaluation and Review (EER) rating from NZQA as at 1 July 2020.
Teaching enabled by this fund may only be provided to Category A and B learners. All learners must be in New Zealand.
Read more details on eligbility
How to apply
Applications for the PTE ESOL Provision Fund are open now and will close at 5pm on Friday, 28 August.
To apply, you need to complete the form on the TEC website and send it through to the TEC Customer Group via email: customerservice@tec.govt.nz
Other considerations
For the full list of terms and conditions, including successful applicants’ reporting and monitoring requirements, refer to the TEC website.
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Around the world in five
GLOBAL
Survey highlights growing “engagement gap” between international student expectations and institutional response
One in three prospective students say they abandoned an application to a university because of communication issues. In an increasingly competitive marketplace, institutions must quickly and meaningfully engage with students across a widening field of channels.
ASIA
Why Asian universities can no longer overlook trade deals
As trade negotiations increasingly shift away from goods and tariffs to encompass talent mobility, ecosystems of innovation and skills creation, universities are quietly finding themselves at the nexus of economic policy and labour change.
GLOBAL
How business schools can produce globally minded graduates
Make internationalisation a core part of the student experience, rather than an optional extra, by embedding it into the curriculum.
CHINA
China seniors pursue overseas education after retirement to realise unfulfilled dreams
Increasing demand from retirees leaves country facing challenge of finding ‘deeper’ learning strategies, not just ‘hobby’ courses.
GLOBAL
The greatest risk of AI in higher education isn't cheating - it's the erosion of learning itself
Public debate about artificial intelligence in higher education has largely orbited a familiar worry: cheating. But focusing so much on cheating misses the larger transformation already underway, one that extends far beyond student misconduct and even the classroom.
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Around the world in five
GLOBAL
New study anticipates shifts in enrolment and market share into 2021
A new study finds that the number of students saying they will cancel their study abroad plans in light of the pandemic has declined in recent months.
UNITED STATES
US vs China rivalry in edtech, and how Covid-19 is having an impact
China and the US dominate the global edtech landscape, each with eight unicorns out of 18 private companies with a valuation of over $1 billion.
GLOBAL
Agents increasingly valued by educators during the Covid-19 lockdown
In a flash survey of education providers conducted by StudyTravel Magazine in June, 42 per cent of respondents revealed that agents had become more important to their business during the Covid-19 pandemic.
SINGAPORE
Lessons from lockdown
Despite their countries experiencing very different COVID trajectories, teachers in Singapore and New Zealand faced similar challenges during their respective lockdowns. We spoke to teachers from both countries to find out how they kept calm and carried on.
GLOBAL
COVID-19 has accelerated the digital transformation of higher education
Very few people would have predicted that universities would face such a paradigm shift – with predominant virtual teaching and remote working bursting onto the scene – as a consequence to a global pandemic.
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Prime Minister's Scholarships for study in Asia and Latin America for 2023-24 announced
Prime Minister’s Scholarships for study in Asia and Latin America for 2023-24 announced
114 New Zealanders receive scholarships to Asia and Latin America
New Zealand’s connections with Asia and Latin America are set to receive a boost with the announcement of 114 individual recipients of the Prime Minister’s scholarships for Asia and Latin America over the next year, Acting Chief Executive for Education New Zealand Manapou ki te Ao (ENZ), Linda Sissons announced today.
The latest round will see scholarship recipients heading to destinations including Japan, Korea, Malaysia, China, India, Viet Nam, Mexico, Colombia, Brazil, and Chile for study and internship programmes. The individual scholarships follow the group scholarships awards of earlier this year which saw 14 groups of New Zealanders travelling to study in Asia and Latin America.
Scholarships have been awarded to recipients from a wide range of regions from around New Zealand, including Rotorua, Taupo, Gisborne, Hastings, Feilding, Tauranga, Auckland, Hamilton, Wellington, Palmerston North, Christchurch, Dunedin, Riwaka and Oamaru.
“The Prime Minister’s Scholarships offer a fantastic opportunity for New Zealanders to foster lifelong connections as they learn and grow their understanding of cultures and business practices across Asia and Latin America”, Acting Chief Executive for Education New Zealand, Linda Sissons said.
“The scholarships are awarded to enable recipients to undertake a range of global study opportunities, from language learning and exchange study to internships.
“Over the next year, recipients will embark on semester exchanges, medical electives, language immersion and indigenous integration programmes, internships, and research projects in areas such as architecture and healthcare engineering.
“The scholarships continue to enable a rich exchange of knowledge, ideas and culture for New Zealanders through reciprocal study opportunities and increase global understanding of the strength and quality of our education system”.
A full list of recipients of this individual round can be found here.
Additional information
Read how the Prime Minister’s Scholarships have enabled these past recipients to study abroad and have enriching, life-changing experiences:
About the Prime Minister’s Scholarships for Asia and Latin America
The Prime Minister’s Scholarship programme aims to strengthen New Zealand’s ability to engage with Asian and Latin American trading partners, improve the internationalisation of New Zealand tertiary institutions, showcase the strength and quality of New Zealand's education system and grow inter-cultural awareness and connections between New Zealand and other countries.
The scholarships offer flexible funding to support both short- and long-term programmes, including study abroad or exchange, internships, postgraduate study, and language programmes.
The Prime Minister’s Scholarships are funded by the New Zealand Government and administered by Education New Zealand Manapou ki te Ao.
The Prime Minister’s Scholarships for Asia (PMSA) were launched in 2013 and extended to Latin America (PMSLA) in 2016. To date, 4,155 scholarships have been awarded under the programme.
There are two scholarship rounds each year, and applications for the next scholarship round will be open to group applicants in March 2024. Many scholarship recipients are enrolled in tertiary institutions across New Zealand, but this is not a requirement for the scholarship. Any New Zealand citizen or permanent resident over 18 years old can apply for a scholarship.
For more information on the scholarships and the application process, visit https://scholarships.enz.govt.nz/.
For further information:
Justin Barnett | Director of Communications, Education New Zealand
justin.barnett@enz.govt.nz
+64 21 875 132Eve Abernethy | Communications Advisor, Education New Zealand
eve.abernethy@enz.govt.nz
+64 04 887 5215 -
New brand identity of the Manaaki New Zealand Scholarship Programme launching next week
Education providers and suppliers who are part of the programme will be able to start using the new brand’s design assets from The ENZ BrandLab from 23 October.
The Manaaki New Zealand Scholarship website will also prominently showcase the refreshed brand from next week.
The new Manaaki logo consists of three parts. The tohu is on the left, the Manaaki wordmark is placed in the middle, with the Aotearoa New Zealand fernmark on the right-hand side.
New Zealand Ministry of Foreign Affairs and Trade - Manatū Aorere (MFAT) Scholarships Unit Manager, Alexandra Grace, said it was important for the new brand identity to reflect the transformational nature of Manaaki scholarships to build people’s skills and support them to contribute positively to their communities and countries.
“The new brand is an exciting step forward to unify the Manaaki New Zealand Scholarship Programme’s visual identity to appeal to prospective scholars who are most aligned with our Programme’s values,” Alexandra said.
He parirau is one of the key patterns of the new brand. It is inspired by the takarangi (spiral) and parirau (feathers).
The brand identity development and working group involved kaimahi Māori from MFAT, Education New Zealand Manapou ki te Ao and Indigenous Design Innovation Aotearoa (IDIA) who gifted a specially crafted whakatauākī* for the Manaaki New Zealand Scholarship Programme.
The whakatauākī ‘He Parirau Toro Ao’ translates to ‘stretch your wings to the world’.
ENZ’s Senior Advisor, Rautaki Māori, Craig Rofe, said the whakatauākī is a profound taonga and gift to the Manaaki New Zealand Scholarship Programme.
“It beautifully anchors the programme in āhua Māori (Māori ways of being).”
“We are also pleased with how the whole process of creating the new brand has been steeped in āhua Māori. The way everyone involved in the project used whakawhanaungatanga – the specific act of getting to know one another before we started our work – and wānanga, coming together to meet, discuss and deliberate, every step of the way, made all the difference,” Craig said.
Digital banners showing the application of the brand and whakatauākī.
The new brand was developed following research and interviews with 29 scholars and alumni, and a survey covering 627 people.
The research surfaced three compelling principles for the Manaaki New Zealand Scholarship Programme – manaakitanga, empowering people, communities and countries, and fostering enduring connections.
ENZ’s Manaaki Scholarships Manager, Nancy Linton, said the concept of manaakitanga is integral to the Manaaki New Zealand Scholarships Programme – not only by name, but also in the way that scholars are supported during their entire journey, from application and study to their return home.
“The manaaki we show our visitors by embracing them like part of our ‘whānau’ or family is visible in the way our educational providers extend that support to Manaaki scholars and alumni, who really value it as part of their study experience.
“I am pleased with the way we have incorporated this core element of the Programme, among others, into the new brand identity,” Nancy said.
A brand transition period is in place through 28 February 2025, to allow providers enough time to switch to new brand assets.
Visit The ENZ BrandLab to access new design assets for the Manaaki New Zealand Scholarship Programme after 24 October.
* Whakatauākī are proverbs where the person who said it first is known, as opposed to whakataukī, which are proverbs whose origin cannot be traced to a person.
