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  • Investment in international education provides boost

    Over $600,000 of co-funding was awarded in the third round of International Education Growth Fund grants to a mix of projects across the international education sector aimed at growing New Zealand’s international education industry.

    The University of Waikato received co-funding to partner with law schools in China to enable Chinese students to complete their Chinese LLB and undertake a LLM at Waikato, as well as to enable Waikato students to obtain LLM qualifications that are recognised in China.

    Study Applied Sciences – a marketing alliance of Christchurch Polytechnic Institute of Technology (CPIT), Eastern Institute of Technology (EIT), Universal College of Learning (UCOL) and Otago Polytechnic (OP) – received co-funding to create print and digital material to raise awareness in Germany of applied science at New Zealand institutes of technology and polytechnics.

    Other successful initiatives include a collaboration of four high schools from Auckland and Tauranga to attract more students from Mexico and a project by Hamilton-based Online Education Ltd to translate its ‘Code Avengers’ online computer programming and web development courses for new markets.

    “A common theme across this round’s participants is collaboration, an imperative for the industry if we are to achieve our goal of increasing the value of international education to New Zealand to $5 billion by 2025,” says Grant McPherson, Chief Executive of Education New Zealand.

    The IEGF offers co-funding to new and innovative projects targeted at international markets. Education New Zealand invests between $10,000 and $50,000 per project to match successful applicants' funding.

    “Over three funding rounds we have invested just over $2 million in 59 growth projects that have helped develop new education products, opened the door to new markets, and facilitated contacts that will lead to new business or investment.

    “International education brings social and cultural benefits to New Zealand, as well as contributing to economic growth, and we welcome opportunities to develop the market offshore for our world-class education programmes, products and services,” says Mr McPherson.

    Applications for round four of the International Growth Fund open on 1 September 2014.

  • New appointments in South and South East Asia

    Including some new roles to support the existing and potential opportunities the region offers New Zealand education providers. 

    “The SSEA region accounts for around a quarter of all international students in New Zealand and offers significant export education opportunities as well. It is home to two of ENZ’s three tier one markets and our fastest growing market this year – India,” says Peter Bull, General Manager International.

    Peter says the new appointments will increase the depth of in-market expertise in marketing, business development and government relations, as well as ensure strong coordination with NZ Inc agencies and the education sector in New Zealand. 

    Following the appointment of Ziena Jalil, as Regional Director – SSEA from 1 July, the latest additions to the region include:

    Sarah Stabler has been appointed Lead – Public Relations/Marketing (SSEA). This is a new role and aims to provide stronger marketing and PR expertise and leadership in the region to increase awareness of New Zealand as a study destination and to lead the delivery of ENZ PR and marketing activity. Sarah is currently Senior Director at PR agency Baldwin Boyle Shand in Singapore and has more than 16 years of PR and marketing experience in South East Asia. Sarah is based in Singapore.   

    Grant Fuller has been contracted as a Senior Advisor to work on a specific project with ENZ in-market staff and the Business Development team in New Zealand to develop a strategy for realising the many business development opportunities that the region offers. Grant is a former New Zealand Trade Commissioner to Malaysia, Indonesia and Singapore and has considerable in-market experience.  

    Jugnu Roy has been appointed Lead – Events (SSEA). In this role, Jugnu will provide leadership to ENZ’s SSEA marketing staff on developing and implementing an events strategy which supports New Zealand institutional needs. Jugnu has most recently been ENZ’s Marketing and Strategic Relations Manager for South Asia and will continue to perform this function while taking on leadership for regional events as well. Jugnu is based in New Delhi. 

    Francesca Hilbron has been appointed Lead – International Market Manager, South and South East Asia, Japan and Korea. Francesca’s role provides the conduit between ENZ in-market staff and New Zealand strategic relationships. It also provides leadership for activities such as Ministerial missions and bilateral meetings. Francesca has most recently been ENZ’s International Market Manager for South Asia, Japan and Korea and brings useful NZ Inc experience to the role, having also worked for Immigration New Zealand. Francesca is based in Wellington. 

    Johnny Tramoundanas-Can has been appointed International Market Manager, South East Asia and reports to Francesca Hilbron. Johnny has joined ENZ from the Tertiary Education Commission where he was most recently Private Secretary in Minister Joyce’s office. Johnny is based in Wellington. 

    In addition, ENZ will shortly be recruiting for another new role – Marketing and Strategic Relations Manager Malaysia, to be based in Kuala Lumpur. 

    “Malaysia is a very important market for New Zealand given the high value of students who come from there. However, recent changes in-market have meant that our student numbers are down. This role will play an important function in strengthening in-market relationships and strongly driving awareness for New Zealand in this key market,” says Ziena Jalil, ENZ Regional Director SSEA. 

    “There are exciting times ahead for the South and South East Asia team, with ASEAN 2015 commemorations and the Cricket World Cup coming up, among many other activities. Our team is determined to ensure we make the most of these opportunities for New Zealand’s education sector,” says Ziena. 

    For further information on ENZ plans for SSEA please contact Ziena Jalil at: ziena.jalil@enz.govt.nz

  • EAIE and Erasmus+

    The annual event combines conference sessions with an exhibition hall, and a rare opportunity for institutional partners to meet face to face. This year was the biggest yet, with over 5,000 attendees from 90 countries.

    For the first time, Education New Zealand hosted a networking reception which was attended by over 100 guests from European institutions. New Zealand wine and a gorgeous venue with a balcony overlooking Prague’s Wenceslas Square created a real kiwi vibe. One New Zealander commented “it made our partners feel really valued”.

    Over the week in Prague, our institution representatives were kept busy meeting existing partners, while the ENZ team responded to a steady flow of enquiries from institutions seeking New Zealand partners. Our high-ranking institutions, English language teaching, exotic location and participation in credit recognition arrangements such as the Lisbon Convention make New Zealand institutions highly desirable partners.

    One hot topic was the international opening of Erasmus+. Some of the key features of the programme are:

    It will provide living cost and travel funding for both European and non-European students and staff exchanges. 

    • Over the seven year programme, a total of 135,000 grants are planned for international student mobility

    • Periods of study could be between 3 and 12 months at any level from bachelor to doctorate degree, and from 5 days to 2 months for staff. 

    • Principles of the Erasmus Charter including credit recognition and fee waiver must be followed. 

    For New Zealand institutions the programme provides an opportunity to build brand awareness, and give students and staff an international experience.

    A call for applications from European institutions is expected in early October, closing 4 March 2015 for mobility in the 2015/16 academic year. New Zealand higher education institutions interested in taking part in credit mobility should contact a partner university in a European Programme Country, which will be able to apply for funding from their National Agency. 

    If you would like to discuss the Erasmus+ opportunities you can contact Shelley Robertson in Brussels

    Further information about Erasmus+ is available free from the EU Bookshop.

     

  • Education in focus at Tourism Summit

    The summit focused on Tourism 2025, a framework aimed to achieve economic growth in the tourism industry including an aspirational goal to reach $41 billion in annual earnings by 2025.

    Grant was on a panel discussing the ‘target for value’ opportunities. International students and their families and friends are identified in the framework as one of the target markets that could deliver significant economic benefit to New Zealand.

    “I was keen to take the chance to remind the tourism industry that we are all part of the NZ Inc team. Raising awareness is important for both industries – people need to know about New Zealand to consider us as a destination as a student and a tourist,” said Grant.

    “With more than 97,000 international students, and growing, coming to New Zealand each year, that is 97,000 potential tourists who are in the main young, highly motivated and skilled communicators on social media. These students return home as advocates for New Zealand if we give them an experience of a lifetime – inspiring the next set of students and family and friends to come to this country.

    “And we know family and friends visit international students while they are studying in New Zealand, particularly around graduation or at the end of their programme so there are valuable connections to be made there.

    “The industry roadmaps tasked us with working more closely with New Zealand Trade and Enterprise and Tourism New Zealand, finding opportunities for joined up activities with shared market intelligence and shared services.

    “Recent edu-tourism campaigns in Brazil and Japan targeting English language students gave us the chance to test the water working with Tourism New Zealand and 22 English Language Schools. Branded 100% Pure New Zealand we pitched this country as ‘the most exciting place to learn a new language’ and offered $300 of tourism activity with each enrolment during a specific timeframe.

    “The campaign worked well in Brazil in particular, generating a lot of enquiries and we will continue to monitor the results to see how many of these turn into enrolments.

    “At a more grassroots level, I encouraged tourism operators to meet with their local education institutions to understand the opportunities available to develop joint programmes or student-orientated initiatives. Tailoring services to the needs, ambitions and budgets of students will ensure they take some of the New Zealand spirit with them when they go home.

    “And of course it is a two-way street - if tourism operators are engaging with young visitors and their families who are passionate about New Zealand, why not suggest they consider studying in New Zealand,” said Grant.

  • EdTech connections good for business

    This was the view from Education New Zealand hosted networking events for over 40 representatives from the edtech sector in Wellington, Auckland and Dunedin last month. 

    It was a great opportunity to share development and export experiences and meet like-minded business contacts. As well as making new business connections, attendees were interested in ways to create more opportunities to learn and collaborate. 

    Bennett Medary, Chairman of the NZ Technology Industry Association, spoke to the meetings about creating a group of edtech members under the NZTech umbrella. Edtech investor, Dr Sue Watson, Chief Executive of Summit Education Asia Pacific, facilitated the discussion.

    Views were varied but overall attendees were positive about the formation of an edtech sector group, particularly as part of a well-established industry association. There was interest in a group that connected widely across sectors including with educators, other tech companies and investors. 

    Chris Bulman of Bud-e-Digital said: “Getting together is important so you can learn from what others are doing and joining with NZTech would mean that edtech companies are hooked into the wider tech sector.“

    Other priorities expressed for the group included coordination and monitoring of international research and trends, support to take New Zealand companies to market, and established opportunities for networking and real collaboration.

    “Working together means the sector can have more resources to build the reputation of New Zealand edtech which is good for us all,” said Joanne Ho of Kiwa Digital.

    NZTech and ENZ are working on the formation of an edtech group and will be contacting people who offered support at the meetings to help develop a programme for the group to grow the value of the edtech sector.

    To learn more about global edtech opportunities and New Zealand’s special advantages – a high quality education system and an innovative, problem solving culture - watch this video from the EdTech for Export conference held in late June this year.

  • Student stories go social

    The films were promoted on Facebook, Twitter, YouTube, Weibo, Wechat and the blogging platform Naffnang. Students were encouraged to watch the films, ask questions about life in New Zealand, get in touch and join our social community.

    While the videos provided a slice of student life that could be anywhere in the country, the stars themselves come from Onslow College in Wellington (Yang Xiao from China), Yoobee Design School in Christchurch (Anaiss Ramirez from Chile) and Canterbury, Auckland and Waikato universities (featuring Hannah Vu from Viet Nam, Alicia Jauhari from Indonesia and Lucas Castro Oliveira from Brazil).

    The campaign was designed to show prospective students that New Zealand is a fun and welcoming place to live and study so that, when they’re ready to choose a place to study in a couple of years’ time, New Zealand will already be on their short list.

    The videos were viewed by close to 250,000 people around the world and proved most popular in Viet Nam, Malaysia, Saudi Arabia, Indonesia and India in that order. The videos also saw impressive engagement with more than 111,000 ‘likes’, 1,100 ‘shares’ and almost 1,500 questions or comments about the videos and related content posts.

    Topics the students were most interested in included study subjects, living costs, food options and making new friends. Overall, the campaign saw an increase of 32,000 new followers to our social media channels.

    As well as activity on social media, a campaign landing page on studyinnewzealand.com was developed to further engage with prospective students. The landing page has so far seen more than 63,000 unique visitors who have spent an average of 2 minutes 20 seconds on the site watching further videos and learning more about our five campaign heroes.

    There were many learnings from this campaign, not the least of which was gleaning valuable insights in to the social and digital behaviours of our target audiences in each market.

    It is clear from this campaign that social media is both a cost efficient and effective way to reach prospective students and drive awareness of New Zealand as a study destination.

    A reminder that the ‘Day in the Life’ videos are also are available for download from The Brand Lab. You might find them a useful addition to your marketing activities!

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  • Hawke's Bay pilots regional approach

    This follows the development of an international education growth strategy for the region and is expected to achieve growth in the value of international students in the region – up to 25 percent by mid-2017.

    ENZ Business Development Manager Mary Camp says, “The pilot is part of ENZ’s Regional Partnership Programme, and will deliver key outcomes from the strategic roadmaps developed by the international education industry in 2014. ENZ is committed to supporting the development and growth of international education in the regions of New Zealand.”

    The funding is being used to create a role to implement the Hawkes Bay International Education Strategy.  Stephanie Kennard has recently been appointed to that role, working alongside Vicki Berkahn who has led the project through the initial stages.  Stephanie says, “The Education Hawke’s Bay initiative will provide schools and institutions alike with the ability to collaborate and create real growth.  I am looking forward to working alongside the members and the fantastic institutions they represent.”

    The first phase of the pilot will deliver activities including a Japanese agent tour, market research, the translation of marketing material and the set-up of a revenue monitoring framework. It will also scope the development of shared services such as management of value-added homestay packages and adventure education experiences.

    Hastings District Council has taken a strong leadership role. Economic and Social Development Manager Steve Breen says, “Progressing the collaborative aspect of regional economic development is something where Hastings District Council can add value.  International student attraction is a key project for our region’s economic development.”

    Education Hawkes Bay anticipates the business model will be self-sustaining by the end of 2017. ENZ will share successful elements of the model in other regions.

  • New Zealand in Norway

    The ENZ Europe team recently attended student recruitment fairs in Norway’s capital city of Oslo and its second most populous city, Bergen.

    The New Zealand booth attracted a high number of students, mostly school leavers on the verge of deciding where to study, and all keen to hear about the possibilities for study in one of the lesser known education destinations.

    ENZ’s Senior Market Development Manager in Europe, Ute Haug, says, “New Zealand is an attractive country for Norwegian students, offering a relaxing lifestyle and exciting outdoor experiences, along with a high-value education that is recognised by Norwegian institutions and even funded, in some cases, by the Norwegian government.”

    As is the case in most markets, the first step in the Nordic region is still to raise awareness of New Zealand – and New Zealand education – in general.

    “New Zealand’s location and relatively low profile does not make it an obvious choice for students, especially given the rich array of study destinations available in their neighbourhood.

    “It’s important to be present in a market if we are to be on the radar of these students as they scan the options for overseas education, and participating in education fairs is one way of doing that”, says Ute.

    In Oslo, ENZ was privileged to secure a presentation slot as part of the official fair programme, with ENZ and Immigration New Zealand also jointly hosting an agent workshop for Norwegian and Swedish education agents in the Norwegian capital.

    To find out more about the opportunities in Norway, and other European countries, please email our Europe team.

  • Wanted: Good news stories

    With ENZ teams in key locations around the world, we understand the local media and work with relevant media outlets to get New Zealand stories published, broadcast and onto computer screens.

    And we’ve had some good success – last year ENZ’s integrated PR and marketing activity in India won the Public Affairs Asia Gold Standard Award for Country Promotion. 

    While we monitor New Zealand media for stories to highlight abroad, we are always looking for innovative and interesting story ideas that showcase high quality education.

    Are you launching a new course, celebrating unique student success or releasing new research that would be of interest to international media? Or is your regional group planning a visit offshore? With early notice, we can help to tell your region’s education story to the media.

    Have you got students or experts travelling in-market who are great representatives of the strengths of a New Zealand education? Give us the details and we’ll try and link them up with local media.

    Do you have alumni stories of the connections created between countries and people in the years following graduation? We’d love shine a light on them.

    Email us at media@enz.govt.nz if you have a great story to share.

    Take a look at the kind of stories we have worked to profile in China:

    • Student success stories with relevance to China: Chinanews.com reported on a team of Auckland University students, including one Chinese national, which competed in an international robotics competition.

    • China-related education events held in New Zealand: People.com reported on the University of Auckland’s seminar session promoting study opportunities in Qingdao. Xinhuanet.com highlighted Victoria University of Wellington’s Confucius Institute sunrise ceremony to celebrate the 10th anniversary of the establishment of the global network of Confucius Institutes. China Daily reported on a Chinese Week which promoted Chinese language and culture through television, libraries and apps.

    • Institutional developments of relevance to China: Waikato University launched a scholarship scheme for international students from Asia, including China. Coverage was secured in a range of media, including Sohu.com. The article highlighted the $1 million Excellence Scholarships for nearly 200 students and noted Waikato’s strengths in education, economics, law and information technology.

    • Scientists and researchers visiting China who can be interviewed about New Zealand’s strengths in their fields: Sir Peter Gluckman, the Prime Minister’s Chief Science Advisor, visited China in September. Media interviews arranged by ENZ resulted in coverage highlighting New Zealand’s education strengths in science and research, including in agriculture, medicine and nanotechnology.

    • Regional cluster visits: The Shanghai Morning Post reported on Study Dunedin and Education Southland’s joint education fair in Shanghai. ENZ also helped secure coverage for Dunedin education institutions during the Dunedin Mayoral Delegation to Shanghai, resulting in a total of 74 media reports across TV, online and print media – equating to NZ$564,677 in PR value.

    • Collaboration with Chinese counterparts: Chengdu Evening Post reported on ties being developed by New Zealand schools with Chinese counterparts. The Daily Evening News reported on the 2014 Sino-New Zealand Modern Vocational Education Development Forum held in Tianjin.

    • Visiting scholars and institution leaders: Beijing Business Today interviewed Caroline Daley, Dean of Graduate Studies at the University of Auckland, highlighting the university’s job seeker support for international students. 

  • Pakistan providers visit New Zealand

    The visit’s primary purpose is to increase the number of New Zealand Universities on Pakistan’s approved PhD scholarship list.

    This visit follows an ENZ-led inaugural education delegation trip to Pakistan from 26-30 October 2014. The trip was to scope out opportunities in the Postgraduate and Degree-level student markets. The delegation included representatives from universities, Institutes of Technology and Polytechnics and Private Training Establishments, and was also supported by Immigration New Zealand and the Honorary Consul General for Pakistan, Mr Moin Fudda.

    Feedback from the providers on this market development approach was positive, with delegation members signalling they’ll be heading back into the market in 2015 as part of a sustained promotional effort.

    “We’re really happy with the lessons and outcomes from the trip. We’re progressing a market-development plan with Immigration New Zealand, which can provide a staged market development approach focussing on high-value students” says Middle East Director John Laxon.

    The visit attracted some media coverage in Pakistan, including these pieces in Pakistan Today and the Daily Times.

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