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Education New Zealand launches Brand Protect 2.0 Campaign
On 23 November, ENZ will be launching a digital brand campaign informally known as ‘Brand Protect 2’.
This is a direct continuation of the Brand Protect campaign that ran July to August, and became our most successful brand awareness campaign to date. Research shows us that global sentiment towards New Zealand remains positive, so this is a key moment to leverage this attention to tell the education story in-market.
The new iteration will run in Indonesia, the UK, and Viet Nam from 23 November-23 December, with China following in January. Our campaign activity will be supported by a range of content on our own social media channels.
In addition to the content, a new landing page has been developed to further underline New Zealand education values and draw a connection between our global reputation and the strength of our education system. As well as this, audiences will be directed to explore their future study options on SINZ and join our social communities.
Please email brand@enz.govt.nz for all questions and enquiries, or speak to your ENZ representative.
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Tune in for more useful insights from the ENZ Insights team!
On Wednesday 4 December, our Minister of Tertiary Education and Skills, Hon Penny Simmonds, released the interim 2024 enrolment figures. These numbers are used to assess the state of the New Zealand international education sector.
ENZ’s Insights team have been going through the numbers and our Director of Insights, Marie Clark, is holding a webinar on Thursday 12th December from 2.30-3.30pm. Tune in as Marie will take you through the data including total enrolment numbers by subsector, highlight emerging trends and will offer advice on how this information can be used in your planning.
Register for this webinar here.
Also coming up over summer....
Join us to hear more about the state of New Zealand’s education brand overseas
Our latest brand health research was conducted in October, and we’re pleased to say that the results are looking good! ENZ will be hosting another webinar on Wednesday 29 January at 10:30am NZT and invites the sector to come and hear about:
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International student considerers’ perceptions of New Zealand as an international education destination
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New Zealand’s competitiveness compared to other key international education destinations
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How perceptions and competitiveness of a New Zealand education has changed over time.
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The drivers and barriers to international study, and study with New Zealand
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How findings are being put into action
You can register for this session here.
Both sessions will be recorded and available, along with the Brand Tracking Report on Intellilab following the webinars.
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India insights snapshot
Country dashboard – India
In the year ended December 2024 New Zealand exported $398.02 million of education related travel to India and imported $3.9 million, representing a trade balance of $394.12 million and a total trade value of $401.92 million.
Broad field and level of study for Indian students in New Zealand - 2023
Browse the full country dashboards for India and other markets on this link.
International student enrolments from India
Between January and August 2024, overall international student enrolments from India grew 34% to 10,640 from 7,930 enrolments in the full year period for 2023. Enrolments for universities grew around 64%, private training establishment enrolments grew 36% and Te Pūkenga enrolments from India grew 15% over the same period.
86% of Indian students in New Zealand rate overall experience positively
Indian students are thriving in New Zealand. The New Zealand International Student Experience Survey 2024 reveals that 86% of Indian students rated their overall experience in New Zealand positively.
From high-quality education and a warm, welcoming environment to strong community connections, these insights reflect New Zealand’s continued commitment to delivering a world-class, student-centred experience. -
Around the world in five
CHINA
HSBC launches international education payment service
HSBC has launched a mobile payment system on mobile app and WeChat for Chinese international students. The service offers tuition payment with currency conversion and transfer to major global universities.
SOUTH EAST ASIA
ASEAN higher education more open to international engagement
Higher education systems in the ASEAN region, particularly Malaysia, Viet Nam, The Philippines, Indonesia and Thailand, are becoming more open for international engagement, according to a new British Council report.
US
The continuing expansion of online learning in the US
Distance education enrolments continue to increase in the US, with total enrolments of 6.36 million, which equate to nearly 31.6% of all higher education enrolments in the country.
CANADA
Ontario’s new international strategy for post-secondary education
The Canadian region has released a new strategy, Educating Global Citizens, in a bid to create study abroad opportunities for students, enrich the learning environment at Ontario’s public colleges, and build a stronger workforce by attracting more students to the region.
GLOBAL
Google invests in app to prep students for TOEFL
Google has announced its investment in an app that helps students prepare for standardised English language tests such as TOEFL. This is part of the company's investment in start-ups offering developing technologies that will broaden features offered by Google’s virtual assistant.
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Europe agent promotion fund winners
Four creative and innovative projects from agents across Europe were selected for ENZ Europe’s 2018 Agent Promotion Fund.
Content: Olga Elli, ENZ’s Education Marketing Manager – Europe, said the fund of 2,500 EUR supports creative and innovative projects that promote New Zealand as a world-leading study destination.
“We received a number of really exciting proposals from agents across Germany, Italy, Spain and France,” said Olga.
“While only four agents were awarded funding to implement their ideas, it’s encouraging to see the enthusiasm and creativity in this market from agents eager to send students to New Zealand for an excellent education experience.”
The winners of the 2018 Agent Promotion Fund are:
This agent will use funding to support the Kiwi-Cup Hockey Tournament in Hamburg in June, which more than 300 students aged 11-14 years old attend. Hausch & Partner believe that education and sports have always been a winning combination, and that this tournament is a great opportunity to promote New Zealand to these students.
This agent will implement a digital promotion package via Facebook, LinkedIn and a New Zealand blog. As a new agent promoting New Zealand, they have found that online campaigns offer some of the best results and conversions in the Italian market.
This agent will implement a digital promotion campaign in France through social media channels, newsletters and alumni stories. They plan to use ENZ key messages to promote the significant benefits that students can gain from studying in the New Zealand education system.
Under the title “Please don’t disturb – I’m already in New Zealand!”, this virtual reality project will introduce VR headsets to their stands at the 45 international education fairs they attend in Germany each year.
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Agents key to NZ’s international education recovery
Education agents have been playing a crucial role in ensuring that international students and their parents have accurate information about the impact of COVID-19 on New Zealand. Many international students will approach their agent for support and advice, ahead of their study provider.
Looking ahead, agents will play an even more important role in the recovery of our international education sector and visibility of New Zealand as a study destination.
ENZ’s General Manager – Partnerships & Marketing, Paul Irwin, says our partnerships with education agents will be essential for the international education sector’s recovery.
“Education agents play an important role in students’ New Zealand education experience and are key information sources for both prospective and current international students. In most cases, they are the main interface between international education providers and students. Working with agents is a significant focus for ENZ and most providers as part of our COVID-19 recovery phase.”
This view is shared by the sector. For example, at a recent SIEBA (Schools International Education Business Association) webinar, 77 percent of participating SIEBA members said recognised that education agents would be more important to the sector through the post COVID-19 recovery phase, while 33 percent said agents would be important.
In response to COVID-19, ENZ has upped the frequency of communications and engagement with agents have the information they need to advise current and future students and their families.
A key tool is AgentLab, ENZ’s special resource for education agents. Over 3500 agents around the world are registered to use AgentLab. It supports agents with regular COVID-19 updates, and a dedicated COVID-19 FAQs section to answer agent queries.
In addition ENZ has held 11 well-attended COVID-19-specific webinars since February, reaching over 2000 agents. Topics have included measures taken by New Zealand in response to COVID-19, the importance of education agents in a post COVID-19 world and a Schools sector update on the support available to international students during this time.
Agents also receive a fortnightly update from ENZ’s Chief Executive Grant McPherson, and a monthly electronic newsletter to ENZ’s 305 Recognised Agencies.
Agents are also supported with market-specific webinars and live social interactions by ENZ’s internationally based teams, who are the first point of engagement for overseas agents.
ENZ’s Manager – Education Agents, Geneviève Rousseau Cung, education agents are highly engaged with COVID-19-specific resources and communications to date.
“We have seen 1081 new education agents register on AgentLab since late March (when New Zealand moved to lockdown under Alert Level 4). This is a huge 30 percent increase in registered agents in just seven weeks.
“We are seeing high attendance for our COVID-19 specific agent webinars, which have emerged as one of our key communication channels with agents as they facilitate direct interactions and let us respond to a range of market-specific queries.”
Agent webinars are also a good opportunity for to run quick polls to measure agent sentiment on key topics.
In a recent webinar, poll results showed that the perception of New Zealand’s COVID-19 response in agents’ countries or regions was overwhelmingly positive (84 percent). Just over 51 percent of agent participants said that their prospective students (with an offer of place to New Zealand institutions) were willing to defer their start date to 2021 (and 38 percent were undecided as yet).
“At such a critical, unprecedented time, it’s great to see education agents playing a crucial role in ensuring that international students and their parents have access to the necessary information and advice regarding COVID-19,” Geneviève says.
ENZ is planning a series of webinars involving ENZ teams, other New Zealand government agencies and the international education sector. If you would like the ENZ team to engage with you regarding a potential agent webinar, please get in touch with us at agenthelp@enz.govt.nz.
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From the CE: Coming together to offer a New Zealand Education online
Through this initiative, we’re bringing a New Zealand education to those who can’t be onshore due to COVID-19 restrictions. We’re also tapping into a wider audience of learners looking for online options, and developing a pipeline of learners seeking a pathway to study in New Zealand.
This initiative supports the Government’s Recovery Plan for our international education sector. Part 3 of the Plan led by Education New Zealand, Transforming to a more sustainable future state, has accelerated the diversification of products and services, one of three goals set out in the New Zealand International Education Strategy.
ENZ is supporting the international education sector through this initiative by facilitating engagement with a global audience online. Our partnership with FutureLearn lets us explore the value of promoting New Zealand content under a national online banner, as well as the benefits of partnering with third parties who have existing online audiences.
Some quick day-one statistics that I would like to share with you. We had close to 1,000 enrolments in a New Zealand-based course within the first 24 hours of launching. I expect to see very strong enrolment numbers once the promotional campaign funded by ENZ begins today (9 June).
FutureLearn host quality online courses that help learners build skills and upskill in areas of interest or need, from home – with potential to continue study in country (when border restrictions ease sufficiently) or continue online where available. The New Zealand collection collated for this initiative includes short courses from universities, English language and TESOL educators, vocational/institutes of technology and edtech educators including virtual reality developers and game designers. ENZ has funded the initial eight-week promotional campaign to celebrate the FutureLearn initiative’s launch.
We understand sustainability is becoming an increasingly important factor in a student’s study choices. Research commissioned by ENZ in May 2021 indicated that 79 percent of responders showed interest in studying sustainability and climate change as a subject.
Moreover, the QS Environmental Concerns Survey in 2019 found 79 percent of prospective international students were “somewhat more likely” or “much more likely” to choose a degree if the content helped them to learn about reducing their environmental impact.
A survey undertaken by Times Higher Education in April 2021 on students, sustainability and study choices showed that 80 percent believe in living their lives as sustainable citizens.
To cater for this, more than half of the courses included in this initiative are themed around sustainability. Courses like teaching and learning for sustainable education, English language for sustainability, and growing a sustainable workforce. It’s a great demonstration to the world that we take our cultural value of kaitiakitanga seriously.
Let me take this opportunity to also thank the providers who took the leap and joined ENZ on this new and exciting journey.
If you’re worried about missing this opportunity, it’s not too late to be part of the action. Get in touch with Project Manager Tim Brown [tim.brown@enz.govt.nz] for more information on how you can be part of this 12-month initiative, and any future initiatives that spring from this.
And if you’re keen to make the most of the New Zealand education offerings on FutureLearn, visit the following link: futurelearn.com/courses/collections/study-new-zealand
Ngā mihi,
Grant McPherson
Chief Executive Education New Zealand Manapou ki te Ao -
From the Chief Executive: Take a new look at a New Zealand education
Kia ora koutou,
I’m excited to share Education New Zealand’s new global brand campaign – “Take a new look at a New Zealand education.”
The brand campaign is designed to ensure that a New Zealand education remains a highly desirable one.
The campaign promotes our international education sector and the audience includes students around the world who want to explore new, flexible study options.
In other words, it’s a move from Study in New Zealand to Study with New Zealand – a broader idea that draws together all our onshore options with online, offshore, pathway and blended learning.
The campaign is crucial to the evolution of our New Zealand education brand, as we move towards reconnecting with the world.
It’s one of the keys to the Strategic Recovery Plan for International Education, which aims to diversify New Zealand’s education offerings and create a resilient international education sector.
Over November and December 2021, the first phase of the campaign will position New Zealand as a global education provider – one that students can choose to study with from anywhere in the world.
The video-led campaign targets all our markets using a robust email strategy. It is underway in most markets now and will be rolled out in China over the next few weeks. Watch the campaign video here.
ENZ has also produced new creative materials for education providers to use in their own promotions and marketing activity. I am really pleased to see how these materials – brand messages, photographs and video – reflect the shift to the Study with New Zealand message.
All brand and campaign materials are available to you on this ENZ Brand Lab link. Please use them in your work and encourage our education agent partners to do the same.
Our digital platforms will also be evolving to reflect the shift to the Study with New Zealand message.
I’m grateful to our education providers, who worked with us on this project. It was great to develop this campaign in consultation with people from the sector and to meet their request for unified marketing and messaging for New Zealand education.
He moana pukepuke e ekengia e te waka
A choppy sea can be navigated by a wakaGrant McPherson
Chief Executive, Education New Zealand Manapou ki te Ao -
From the CE: Telling the story of international education
Kia ora koutou,
I’m pleased to return with another update and much has changed in recent months. The Delta variant has severely impacted several regions across the country, emphasising the importance of the COVID-19 vaccine rollout. Despite the challenges we face today, I believe the international education sector will remain a vital part of the future of Aotearoa New Zealand. We have many positive stories to tell.
Many of us are aware of the broad social, cultural, and economic benefits of international education. However, research shows there is limited public awareness of these benefits. We need more New Zealanders to speak up publicly in support of international education.
To help us carry this crucial message to all New Zealanders, I am very proud to release Communicating the benefits of international education – a toolkit. This new resource from Education New Zealand is designed to help you find and tell your own stories, in your communities, about the valuable contributions you and your international students are making.
You’ll find the toolkit on the ENZ Brand Lab. There is a story framework with eight content themes to help you develop your ideas, and advice on how to tell a clear, consistent story and to promote it on multiple communication channels.
At ENZ we are expanding our own efforts to explain what international education is, how much it matters to our students, our country and our global relationships, and where it is going under the Recovery Plan and the New Zealand International Education Strategy. We have partnered with the award-winning online magazine The Spinoff to publish a series of feature stories. You can read the first feature on the vital role of international education in keeping Aotearoa connected.
If recent months have shown us anything, it’s that we are not out of the woods yet. The world has a way to go before we’re ready to welcome each other with wide-open borders, and we are still fighting to retain and rebuild our sector.
I know that many of you are dealing with the loss of revenue, capability, capacity and global market share, as well as with the impact on your personal lives.
But your hard work is making a real difference, not only to your students and their distant families but also to the reputation of Aotearoa New Zealand as a place that cares about people, regardless of their origins or beliefs.
He rā ki tua – better times are coming.
Grant McPherson
Chief Executive, Education New Zealand Manapou ki te Ao
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Funding available for science projects with leading Indian institution
A total of USD100,000 in seed funding is available for joint research projects with the Indian Institute of Technology Delhi (IIT Delhi), under a programme facilitated by Education New Zealand Manapou ki te Ao. Applications open on 1 February 2022 and close on 1 March 2022.
The funding is administered by the New Zealand Centre at IIT Delhi, which has been set up to help researchers to collaborate, host visiting scientists and act as a forum for diplomatic and trade dialogue.
A virtual summit in late 2021 organised by ENZ attracted more than 100 participants from IIT Delhi and all eight New Zealand universities to explore opportunities for collaboration.
The summit was led by the University of Auckland’s Director International, Brett Berquist and IIT Delhi’s Dean of Research and Development, Professor Naveen Garg. They were joined by the High Commissioners from both countries.
ENZ’s Country Manager for India, Jugnu Roy, says the New Zealand Centre at IIT Delhi is a major contribution to ENZ’s strategy for building New Zealand’s academic reputation internationally.
“Academic cooperation with a key market like India, helps to enhance New Zealand’s output of joint research projects with leading institutions.
“It is an opportunity to sustain and increase the visibility of New Zealand universities, as well as their connections and rankings.
“We are delighted at the way the virtual summit has kickstarted the research conversations,” she said.
The memorandum of understanding setting up the New Zealand Centre at IIT Delhi was signed between all eight New Zealand universities and IIT Delhi in February 2020. It is the second such research centre – the other is the New Zealand Centre at Peking University in Beijing, China.
Find out more about the New Zealand Centre @ IIT Delhi and seed funding applications. If you have questions, contact Sheree.Moanaroa@universitiesnz.ac.nz
LAE (Italy)
Study Nelson (Germany)