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Great ideas from schools
The ENZ Schools’ Reference Group was set up last year as a way to collect school feedback and ideas about how the sector can best develop.
ENZ Business Development Manager Mary Camp says the latest meeting on 25 February generated a swag of suggestions for the professional development workshops held in the lead-up to the New Zealand International Education Conference (NZIEC). More are welcome…
“This reference group is really benefitting our work to support the industry,” Mary says.
“Given there are so many schools, spread from one end of the country to the other, and with so much variety of character and programme, it can be hard for us to be sure we’re hearing what we need to hear from schools.”
“It’s great now to have an official channel open for that conversation, as well as the other connections we have through regional clusters and the like. We’ve been able to design services and products to suit schools’ current needs, and schools’ feedback on other parts of Education New Zealand’s work has been hugely valuable.”
Mary says the pre-conference workshops in 2013 (on business planning, social media and working with agents) were well attended and rated highly by participants. The aim is to keep relevance high for this year’s NZIEC – held in Wellington on 21-22 August 2014.
Additions to this ‘working topic list’ from the Schools’ Reference Group meeting are welcome:
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Collaboration – looking at different collaborative business models, eg regional, niche
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Homestay systems/ processes, building your homestay community, sharing ideas
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Alumni – using them effectively
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Agent perspectives – what are they looking for? (panel)
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Market analysis – including hard stats, competitor analysis, and recommended key markets for schools.
To make a suggestion for workshop topics please contact one of ENZ’s Business Development Managers for the school sector, Richard.Kyle@enz.govt.nz or Mary.Camp@enz.govt.nz. -
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Ministerial visits to Asia shine light on education
In China, Prime Minister John Key’s trade and diplomacy mission included the delivery of a speech at China Agricultural University in Beijing, and an interview with Hurun Report focused on the high quality of New Zealand education. This monthly publication is a leading luxury magazine in China.
Also in Beijing, Food Safety Minister Nikki Kaye attended a Massey University graduation celebration at the New Zealand Embassy. The nine Chinese graduates had completed a unique World Bank-funded "One Health" programme, integrating veterinary and medical specialist topics in a single curriculum as a measure against pandemics. Four graduates completed a Master of Veterinary Medicine (Biosecurity) degree and five completed a Master of Public Health (Biosecurity), in a programme delivered over a year in New Zealand and China.
International education was a focus of Tertiary Education, Skills and Employment Minister Steven Joyce’s visits to Indonesia and Viet Nam in March. In Indonesia Mr Joyce opened the New Zealand Education Fair in Jakarta, met key Indonesian ministers including the Vice-Minister of Education, and hosted a New Zealand gala dinner with guests from the food, beverage, tourism, education and energy sectors.
While in Jakarta, Mr Joyce also witnessed the signing of a Memorandum of Understanding between Auckland UniServices and the Indonesian Geothermal Association to develop specialised geothermal training courses held in New Zealand and Indonesia. This followed his delivery of the keynote speech at the Indonesia New Zealand Renewable Energy Forum.
In Viet Nam, Mr Joyce attended a seminar with education agents, and delivered a speech focused on transnational education partnerships at the University of Economics Ho Chi Minh City.
In the same month, Malaysia was hosting a New Zealand delegation led by Minister of Maori Affairs Dr Pita Sharples, as special guests for New Zealand Week 2014. This festival, Lima Mata Ikan, in particular celebrated the cultural linkages between New Zealand and Sarawak. The Borneo Post International Education Fair was held in Kuching during this week.
The announcement of the signing of the MOU between Auckland UniServices and the Indonesian Geothermal Association in Jakarta can be seen on the Beehive website.
The gala dinner speech in Jakarta given by Minister Steven Joyce is here.
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Full house fairs
The fairs in Santiago, Sao Paulo, Rio de Janeiro and Beijing, as well as New Zealand fairs in Surabaya and Jakarta in Indonesia, were all characterised by big crowds, with lots of keen interest shown by prospective students.
The prize in the round went to Beijing, where the New Zealand exhibition was awarded ‘best pavilion’ by the organisers of the China International Education Exhibition Tour (CIEET). CIEET is acknowledged as China’s most influential international education fair ¬– the October 2013 tour attracted 443 education institutions from 32 countries, and over 40,000 visitors. Numbers were high again this year: on day one of the Beijing event, Education New Zealand staff handed out 1200 brochures.
We applied a bit of ‘Think New’ to our fair programme in Latin America this year. Innovations introduced in Chile included partnering with a reputable local education media/expo company to run a New Zealand only fair, which produced real improvements in the number and quality of student attendees. This bodes well for the coming fair in Bogota, Colombia. In Brazil we attended the FPP Edu-Expo commercial fairs in Sao Paulo and Rio de Janeiro and the New Zealand pavilion at both fairs was really popular.
Another innovation was to host a live feed from two Brazilian bloggers currently studying in Dunedin (between them this pair have an online following of several million). The sessions with Caio Komatsu and Luana Mazotti at the New Zealand stand ¬in Sao Paulo attracted a lot of attention, with the second sitting extended from 30 minutes to an hour to accommodate all the questions from students at the booth.
In Indonesia, the New Zealand Education Fair in Jakarta was opened by the Minister of Tertiary Education, Skills and Employment Steven Joyce. The official launch, accompanied by a cultural performance by Te Puia, was well attended by over 20 media organisations, including national and cable television.
A new aspect of the Jakarta fair was an alumnus presentation, by a graduate of Takapuna Grammar School and Auckland University. Vikra Ijas held a large audience in thrall with a humorous presentation on ‘The seven hardest things about living in New Zealand for Indonesian students’. With a closing endorsement “Life is about choices, I made the right one” it was a high value addition to the fair programme, the organisers believe.
Student numbers were high in Jakarta and in the fair in Surabaya the day before, with lots of the attending institutions commenting on the increased numbers of high quality prospective students, and greater awareness of New Zealand as a preferred study destination.
Next up:
March closes with events in Kuching, Malaysia (where New Zealand Week festivities are keeping Kiwis in the spotlight in lots of ways), and Shanghai and Guangzhou, China. In April, the fair round kicks off in India and in the Gulf states.
Hyderabad fair advisory
If you’re interested in The Hindu Education Plus fair in Hyderabad on 27 April, please get in touch with the organisers directly. Due to space restrictions we will run only a standalone ENZ booth. If you want to participate please contact event organisers directly: www.thehindu.com/features/education/article5339215.ece. -
Ministerial visits to Asia shine light on education
In China, Prime Minister John Key’s trade and diplomacy mission included the delivery of a speech at China Agricultural University in Beijing, and an interview with Hurun Report focused on the high quality of New Zealand education. This monthly publication is a leading luxury magazine in China.
Also in Beijing, Food Safety Minister Nikki Kaye attended a Massey University graduation celebration at the New Zealand Embassy. The nine Chinese graduates had completed a unique World Bank-funded "One Health" programme, integrating veterinary and medical specialist topics in a single curriculum as a measure against pandemics. Four graduates completed a Master of Veterinary Medicine (Biosecurity) degree and five completed a Master of Public Health (Biosecurity), in a programme delivered over a year in New Zealand and China.
International education was a focus of Tertiary Education, Skills and Employment Minister Steven Joyce’s visits to Indonesia and Viet Nam in March. In Indonesia Mr Joyce opened the New Zealand Education Fair in Jakarta, met key Indonesian ministers including the Vice-Minister of Education, and hosted a New Zealand gala dinner with guests from the food, beverage, tourism, education and energy sectors.
While in Jakarta, Mr Joyce also witnessed the signing of a Memorandum of Understanding between Auckland UniServices and the Indonesian Geothermal Association to develop specialised geothermal training courses held in New Zealand and Indonesia. This followed his delivery of the keynote speech at the Indonesia New Zealand Renewable Energy Forum.
In Viet Nam, Mr Joyce attended a seminar with education agents, and delivered a speech focused on transnational education partnerships at the University of Economics Ho Chi Minh City.
In the same month, Malaysia was hosting a New Zealand delegation led by Minister of Maori Affairs Dr Pita Sharples, as special guests for New Zealand Week 2014. This festival, Lima Mata Ikan, in particular celebrated the cultural linkages between New Zealand and Sarawak. The Borneo Post International Education Fair was held in Kuching during this week.
The announcement of the signing of the MOU between Auckland UniServices and the Indonesian Geothermal Association in Jakarta can be seen on the Beehive website.
The gala dinner speech in Jakarta given by Minister Steven Joyce is here.
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Think New in translation
The Brand Lab online marketing toolkit run by Education New Zealand (ENZ) for industry users now includes over 200 individual pieces of marketing material in these languages: Chinese, Thai, German, Spanish, Portuguese, Japanese, Korean and Vietnamese.
That means there are translated versions of 11 posters, 3 brochures, various advertisement templates and the ‘New Zealand education story’ videos (subtitled).
ENZ International Marketing Director Rachel Winkel says the translations truly internationalise the Think New brand, introduced in 2013.
“The brand and its supporting materials were designed to better promote New Zealand education internationally. The idea behind developing these resources is to build awareness of New Zealand education internationally – who we are and what we offer as a country – which paves the way for you to introduce your school, university, business or institution and its distinctive strengths in more detail.”
Rachel Winkel says the translation project was “quite a big” undertaking that is expected to markedly strengthen the value of the free marketing toolkit to industry users.
“The Brand Lab is already proving really useful to education organisations. We have over 1,100 registered users now, and that is steadily rising every month, along with the number of downloads of materials from the site.
“It is great to see lots of the ‘Think New’ material in use at fairs and in other recent marketing initiatives by industry – it means we are building a shared foundation of awareness of New Zealand as a ‘go to’ education destination.”
Having translated material available was the obvious next step for The Brand Lab, she says.
“It’s all about making it easy for education institutions and agents to reach out to audiences in their own languages.”
Phase two of the translation project is underway, involving the creation of digital assets for different markets, in the form of web banners in a range of popular sizes.
The Brand Lab use is free for organisations involved in New Zealand international education.
You can access the translated marketing collateral, as well as the existing English versions and hundreds of photos, on The Brand Lab.
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Research funding available for China edu-tourism research
The China Market Information Programme is administered by the Ministry of Business Innovation & Employment (MBIE). It offers dollar-for-dollar support for businesses keen to research improved offerings in this area.
The aim is to assist tourism and related businesses to better target and develop products and services for our second largest and fastest-growing visitor market.
To be eligible, the research needs to be new, seek to understand the China visitor market better, have a product and/or service development focus, and target one or more of the higher value segments of the market. These segments include the tourism overlap with education services.
The programme opened in October 2013, and has allocated funding of $1.6 million over two years. It invites applications from a wide range of co-investors, who can be individual businesses or research syndicates (based on region, itinerary, supply chain or a ‘special interest’).
For more information about the China Market Information Programme, see the MBIE website.
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Erasmus+ update - European partnership opportunities
In a December 2013 edition of International Education News, we outlined changes to the European Commission’s education funding programme. The new programme Erasmus+ started on 1 January 2014 and will run until 2020 - the budget for the seven-year programme is EUR14.7 billion, a 40% increase on current spending. It has two categories for participation: ‘programme countries’, who are member states of the EU and other specified European countries, and ‘partner countries’, which is all others including New Zealand.
The key point of interest for New Zealand is that Erasmus+ will fund international credit mobility exchanges (learner and staff exchanges) between European and New Zealand higher education institutions, without the need for co-funding. Approximately EUR 1.68 billion will be available to fund mobility with non-EU countries. Applications are made by the European institution to their national agency – see below.
The deadline for this programme has been moved back, following some implementation delays, giving more time for New Zealand institutions to build or reinvigorate existing partnerships. Applications are expected to be invited in September 2014. Funding is allocated to European national agencies, depending on factors such as population and previous uptake of student mobility funding, which means some key European markets for New Zealand will have the largest budgets: Germany, France, Spain, Italy, Poland and the UK.
New Zealand higher education institutions can participate in four parts of the Erasmus+ programme. Mobility programmes open later this year:
- International credit mobility - which will support 135,000 learner and staff exchanges between European and partner countries (within partnerships with a European institution) – call for applications by European institutions is expected in September 2014 (closing in early 2015), and every year after.
These programmes have closed for 2014, but might offer opportunities in following years:
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Jean Monnet activities - which aim to stimulate teaching, research and reflection in EU studies worldwide – this is the only programme which New Zealand institutions can apply to directly, rather than via a partnership with a European institution.
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Joint Masters degrees - developed with European institutions, open to institutions and students from anywhere in the world
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Strategic partnerships and knowledge alliances - non-European institutions can participate if they can demonstrate added value for Europe.
For more information, talk to your EU higher education partners, or contact Shelley Robertson (Brussels) or Ute Haug (Berlin) for help developing new relationships.
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Poised for Growth: NZ’s Edtech Industry can capitalise on a world-class education system
“Talking with people who have been marketing English Language Learning products in the same target country was invaluable and enabled me to reconsider my start-up’s business model before its launch next month.
“A five minute demonstration of our product was enough to generate feedback that was both enlightening and encouraging,” says Tony.
Sponsored by Education New Zealand and organised by Grow Wellington the conference brought together over 180 people from edtech companies, education organisations and business development agencies.
The conference was opened by Steven Joyce, Minister for Tertiary Education, Skills and Employment who emphasised the goal to grow the value of export education services from $104m in 2012 to $500m by 2025.
The Minister urged the industry to collaborate and seek export growth - a message which was reinforced by international keynote speaker, Lee Wilson, CEO of Filament Games from the US. He argued that globalisation is a strategic imperative for the edtech industry, given that the prices for digital and online products were falling but the cost of doing business is not. In his view this left two options – building an expensive branded product or scaling up for export.
It was encouraging to hear other speakers such as Dr Errki Sutinen of the University of Eastern Finland, Dr Sue Watson of Summit Education Asia Pacific and Jennifer Carolan of NewSchools Venture Fund noting that the New Zealand industry was well-placed to build on its unique advantage – a world-class education system.
The conference provided an opportunity for edtech exporters to share their export stories and showcase their products. Jan Zawadzki of Hapara shared his company’s story from the development of its Teacher Dashboard product with Auckland teachers, through participation and graduation from the US-based Imagine K12 education incubator, to exporting to 30 countries around the world.
A diverse range of companies such as Vital English, LearnKo, Metia Interactive and Pixelhouse shared their product development or market stories with an appreciative audience. The business capability conference stream explored the worlds of planning, design and investment to underpin a sustainable edtech business.
You can learn more about New Zealand’s edtech companies by visiting the et4e website and business directory at http://www.edtechforexport.co.nz/.
Video coverage and copies of presentations will be downloaded to the site over the coming week.
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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.
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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