30 August 2017
Evolution of ThinkNew
ENZ’s Paul Irwin and Kaylee Butters led a presentation around ‘Where next? Evolution of the ThinkNew brand’ for conference delegates.
Almost four years after the launch of the New Zealand Education story, there is a need to further sharpen our value proposition for growth and impact.
ENZ Director – Student Experience Kaylee Butters said that while ThinkNew continues to be recognised as a brand leader in the education destination field, the brand awareness of New Zealand education is still low in many of our target markets.
“It is important that we communicate the distinctive and credible position New Zealand holds as a study abroad destination and Education New Zealand has invested over the past two years in brand research that has helped us to better understand this.
“It was a great opportunity to share this research journey with conference delegates at NZIEC and to get feedback on our direction for ThinkNew. We discussed the importance of ensuring we don’t undersell the New Zealand experience, especially for partners such as the English language sector.
“We also discussed the need to ensure our education story works both here in New Zealand and for partners focussed on offshore delivery.”
The next step will be the development of a revised brand strategy which will help us move to a distinctive position in the market that reflects our high quality education offering and New Zealand experience.