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Letter from the CE: Welcoming new ENZ whānau
As a result, we have established some new and revised roles at ENZ. Please join me in welcoming them to the ENZ whānau.
International appointments include:• Lisa Futschek – General Manager, International
Lisa will be developing our international operations and integrating the work of all our international staff with the Partnership and Marketing team, in particular. Lisa has been with ENZ since 2013, after an 18-year diplomatic career with MFAT which included postings in Chile and Germany. At ENZ, Lisa has spearheaded initiatives such as the Generation Study Abroad and Go Overseas scholarships and Game on English; has championed the development of local language and tailored marketing materials; and has led the establishment of a permanent ENZ presence in Tokyo, Los Angeles and Bogota.• Amy Rutherford – Regional Director, Americas and Europe (based in Washington DC)
Amy joined ENZ back in April 2013 as the International Market Manager (IMM) for China. She subsequently picked up IMM responsibility for the USA and in that capacity spearheaded ENZ’s approach to North America. Since January 2016, Amy has been ENZ’s Senior Market Development Manager in the US, based initially in Los Angeles and now in Washington, DC. Amy joined ENZ with substantial experience in international education having worked for the International Office at the University of Otago and later for IFSA (a US third-party study abroad provider).• John Laxon – Regional Director – South and South East Asia Regions (based in Singapore).
John’s role has been expanded to encompass all of Asia including China, Japan and Korea. John had previously held responsibility for the South and South East Asian regions and the Middle East and has previously been based in Saudi Arabia. John has been with ENZ since 2014, having previously held roles at the Tertiary Education Commission, The Treasury and as a Ministerial Advisor.• Miranda Herbert – Director, Greater China
This China-based role will be responsible for managing, leading and supporting ENZ’s Greater China teams and leveraging opportunities with other NZ Inc agencies both in-market and New Zealand to promote New Zealand education. Miranda was previously the Deputy Director International at the University of Auckland (UoA) where she led UoA’s internationalisation work. Miranda’s leadership in transnational education projects and understanding of the Chinese student journey will be invaluable as we continue to evolve our ENZ China strategy. Miranda is a fluent Mandarin speaker, having graduated with a BA (Hons) in Chinese from the University of Waikato and spent four years living in China working in the education sector. Miranda will relocate to Beijing in July.
Sector and student-related appointments include:• Paul Irwin – General Manager, Partnerships and Marketing
Paul will be responsible for strengthening the connections between education providers and international students by bringing together ENZ’s international marketing, brand development, industry development and channels teams. Paul was previously General Manager Student Marketing, having joined ENZ from advertising agency FCB Wellington where he led the Wellington office for almost five years. He has extensive experience in marketing strategy, digital marketing, international marketing and team management, honed during the past 15 years in a range of management roles.• Laura Simpson – Director, Industry
Laura will be responsible for leading and managing initiatives to build the capability and capacity of New Zealand’s international education industry. Laura has a breadth of experience in the education and health sectors and is currently at the University of Auckland where she is the Associate Director for the MBA and Post Graduate Diploma programmes. Over her career, Laura has developed strengths in programme development and leading innovation and change in complex organisations, systems and teams. Laura will start on 8 July in our Auckland office.• Dan Smidt – Director, Channel Services & Partnerships
Dan joined ENZ in October 2017 on a two-year contract to revitalise and manage ENZ’s agent programme. This new role includes Dan’s previous responsibility for managing agents and developing our agent strategy, plus assumes responsibility for managing our events team and exploring channel partnership opportunities. A big focus in this role will be how we evolve and optimise our non-digital channels to improve impact and efficiencies while better meeting the changing needs of students, industry and agents. Dan will work closely with digital marketing teams to ensure all our non-digital channels are working efficiently alongside our digital channels and integrated with our data strategy.• Sahinde Pala – Director, Student Experience and Global Citizens
Sahinde will be managing the student experience (SX) and scholarships teams and shaping ENZ’s approach to Student Experience and Global Citizens within ENZ as well as with the education sector and government agency partners. Sahinde has been involved with ENZ’s student experience work for over three years, making important contributions to the development of NauMai NZ and the New Zealand International Education Strategy. From her time in ENZ’s Industry Development team, Sahinde brings great connections with education providers, peak bodies and regional agencies.
Grant McPhersonENZ Chief Executive
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Languages International turns 40
Around 90 people, including the school’s founders Chris and Frances Woolcott, attended the evening event at its Merchant House buildings in Auckland.
Darren Conway, CEO Languages International, said the school has come a long way since it opened four decades ago.
“Over the years, Languages International has brought tens of thousands of young people into the country, from all over the world, for a language and travel experience. We’ve also helped more than 1,500 English teachers into jobs across New Zealand and abroad,” said Mr Conway.
“Initially, our students came for a study, travel and cultural experience, and this ‘edu-tourism’ segment is still the core market. However, more students are now wanting to take work experience home or develop their English in order to pursue higher education or training in New Zealand.”
A key project for Languages International in 2019 will be preparing to host the annual IALC (International Association of Language Centres) workshop in March 2020. IALC is an association of 140 leading independent schools teaching languages – IALC members and over 100 education agents will travel to Auckland in March 2020 to take part.
L-R: Chris and Frances Woolcott, the founders, with Larissa Merz, Russia Marketing Manager and her husband, Dmitri.
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Around the world in five
CANADA
Country briefing: Canada confirms travel exemption and emergency assistance for eligible international students
In a normal academic year, this week would have marked the end of classes for the winter semester at many Canadian universities and colleges, followed by a transition to final exams and the packing up of campus for the summer break. Needless to say, this year has been anything but normal so far.
AUSTRALIA
Int’l Student Support Network launched
The Australian Homestay Network has launched an Australia wide program called the International Student Support Network to provide short-term, heavily discounted homestay to eligible international students impacted by the global crisis.
GLOBAL
Measuring COVID-19’s impact on higher education
A new report from Moody’s Investors Services highlights the financial impacts of the pandemic on higher education institutions around the world.
UNITED KINGDOM
A day in the life of an online student
To further her business career, Charlotte Synnestvedt had to make a choice. She could either stay in her home country of Norway where her business education would be subsidised or she could apply for a leading business school overseas.
GLOBAL
Vouchers over refunds could save study travel sector from collapse
The study travel sector is at risk of imploding unless language students are obliged to accept vouchers instead of being given refunds for cancellations of their overseas study experience, industry professionals have told The PIE News.
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New Zealand commended for inclusivity and humanity at APAIE
A New Zealand delegation featuring all eight universities attended APAIE 2019 as part of a planned strategy to build New Zealand’s presence ahead of the 2021 conference which will be hosted in Auckland.
The 2019 conference, themed “Diversity and inclusivity in higher education”, attracted more than 2,500 delegates between 25-29 March.
Discussions centred around the role that international education could play to enable disparate cultures and communities to embrace diversity and difference.
This theme had particular resonance in the wake of the Christchurch terrorist attack, and New Zealand’s response earned high praise from University of Oxford-educated Her Majesty The Permaisuri (Queen Consort) of Johor, Raja Zarith Sofiah Binti Almarhum Sultan Idris. (Johor is a state in the south of the Malay Peninsula and shares maritime borders with Singapore and Indonesia.)
In her opening address of the conference, Raja Zarith Sofiah said: “While we at this conference speak about diversity and inclusivity as part of academic discussions and presentations, the New Zealand Prime Minister, Jacinda Ardern, and all New Zealanders, from students to biker groups, have shown what inclusivity truly means when it is more than just words and promises, but are acts of great kindness, acceptance and humanity.
“Indeed, the way that the schools and universities there showed their respect and empathy prove – beyond mere words – that the breadth and depth of diversity and inclusivity transcends all levels, giving everyone equal opportunities at being heard and being understood,” said Her Majesty.New Zealand’s 2021 conference theme is “Innovation for sustainable futures” and will focus on building links between APAIE and universities in the South Pacific region.
With 2,500 – 3,000 delegates and at least 300 exhibition booths, it is expected to be the largest international education event to be held in New Zealand to date. It will be held in Auckland at the New Zealand International Conference Centre (NZICC), which is currently under construction.
“Over the next couple of years, ENZ will work with the New Zealand sector to build our presence at the APAIE conference British Columbia in 2020, so that the 2021 conference delivers for our education providers and showcases the best of our international education sector to the world” said Grant McPherson, ENZ Chief Executive.
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Ask New Anything: ENZ's next global campaign
Launching in mid-October, ENZ’s global digital campaign 'Ask New Anything' is our most technically sophisticated campaign yet.
The 'Ask New Anything' campaign aims to challenge commonly held perceptions of New Zealand and increase awareness of the country as a high-quality study destination. It does this in a new and innovative way – by inviting audiences in 14 international markets to question what they know about New Zealand.
'Ask New Anything' will be the first time the refreshed 'Think New' brand has been widely used in digital channels. To read more about ‘I AM NEW’, see the E-News story ‘A brand NEW day’.
The campaign brings together ENZ’s digital insights, the refreshed brand and the Study in New Zealand chatbot Tohu, to give prospective students the answers they need to make an informed study decision.
The creative concept
Drawing on Google search data, China-specific insights and data from Tohu, we’ve pulled together a list of the most commonly searched questions about studying in New Zealand.
We put these questions to real international students, a New Zealand student, a teacher, a parent and an employer and recorded their responses in 100 unscripted videos.
As well as being used on YouTube, Facebook and other digital media, the videos will be available on demand in Tohu the chatbot (who can be found on the studyinnewzealand.govt.nz website, the NauMai NZ website and Facebook Messenger).
If asked a question it cannot answer, Tohu will direct prospective students to a new Facebook group or Instagram Live event, where they can ask current international students their questions in real time, delivering on the promise that you can 'Ask New Anything'.
In China, the campaign will use the most relevant questions for the market within WeChat and other local platforms.
ENZ Director Platforms and Campaigns, Euan Howden, says: “Harnessing our award-winning data and marketing platform, we're bringing the refreshed 'Think New' brand to life with a level of technical sophistication that we couldn't have dreamed of a year ago. I'm looking forward to seeing how audiences engage with this campaign, and how this affects their perceptions of New Zealand as their preferred study destination.”
Introducing the new brand
The campaign will be the first global digital showcase of the refreshed 'Think New' brand which positions our international education brand for success and defines quality by the ways we help students make their mark on the world. Additionally, the campaign captures New Zealand’s values of societal openness, transparency and manaakitanga.
ENZ Director Brand and Design, Kaylee Butters, says: “This is the most interactive campaign we’ve run to date. The involvement of our Kiwi Ambassadors and the direct connections enabled by the Facebook group and Instagram Live events really underpins the authenticity of the brand and puts our students right at the heart of the creative concept.”
More information
To find out more about the campaign, and how you can leverage this activity in your own marketing, please click here. This webpage will be updated regularly throughout the campaign as new information and resources become available.
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Massey and Education New Zealand collaborate on digital marketing service
How prospective students interact with a New Zealand provider before they enrol can make all the difference, when it comes to whether or not a student makes the leap. EOS is a digital tool, managed by ENZ, that has the potential to improve this process significantly.
EOS involves digitally linking up ENZ’s student-facing marketing platforms that provide tailored information about New Zealand with students offshore – such as www.studyinnewzealand.govt.nz, and Massey’s international student Customer Relationship Management (CRM) system. It works by sharing students’ interest in Massey (with their permission), with the university, allowing the Massey team to begin engaging with them through their own marketing processes.
This service benefits both ENZ and Massey: Massey receives leads that ENZ has generated, and ENZ can keep an eye on students to help better understand what marketing activities generate applications that are the best fit for New Zealand.
Massey Manager of International Marketing and Communications, Rachel O’Connor, estimates that the EOS saves about three minutes’ work on each prospective student. In just two months, that’s added up to just over 32 hours of her team’s time.
“We’re improving our understanding of our students’ digital journey through seamless integration, improved automation and better reporting,” she says. “I love the fact that we can actually see things like the most popular courses, markets and demographics.”
Of the prospective students ENZ has shared with Massey, 10 percent have started the enrolment process, and five percent have completed their application.
EOS has been 18 months in the making – and its development has been a collaborative effort between ENZ, ENZ’s data partner SpeakData and Massey.
ENZ Director Marketing Platforms and Campaigns, Euan Howden, says Massey saw the potential of the EOS pilot early.
“The completed project is an excellent example of the value to be gained from partnerships – we’re already working on connecting more institutions to the EOS.”
The EOS is currently available to all universities and some larger PTEs – and ENZ is looking at how it can also be of benefit to other parts of the sector such as schools and ITPs. Once the service has been fully established, ENZ will give further updates on its performance and rollout.
If you would like to learn how your institution could use the service, please contact ebd@enz.govt.nz.
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Education New Zealand’s Brand Protect our most successful brand campaigns to date
Both campaigns exceeded previous ENZ results and were well above industry standards. These results, alongside the brand tracking research, have affirmed that global appetite for a New Zealand education remains high.
“We have learnt that our message resonates globally with people who are now seeing New Zealand in a whole new light,” ENZ Director Brand, Clayton Foster, says.
The second brand protect campaign – also known as Brand Protect 2.0 – ran from November to December 2020. It targeted the UK, Vietnam and Indonesia, and utilised the same video as the first campaign.
Brand Protect 2.0 reached 47 million people and achieved a high view through rate of 33.79 percent – or one in three viewers watched the video to a meaningful extent. The overall engagement rate was also high at 29.42 percent.
The first global brand campaign ran from July to August 2020. For a modest investment of $190,000 in Germany, Indonesia and Brazil, this campaign reached more than 30 million people across the three key markets and achieved an engagement rate of 22.35 percent. One in four people who came across this campaign watched the video to a meaningful extent.
The Brand Protect campaigns are a key part of the Recovery Plan’s third workstream, ‘Transforming to a more sustainable future state’. They leverage the positive global sentiment towards New Zealand to keep the dream of a New Zealand education alive in-market.
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Brazil to headline NZIEC as Country of Honour
ENZ has joined with the Brazilian Embassy in Wellington to bring to life the partnership, which celebrates the growing education connections between New Zealand and Brazil.
Lisa Futschek, ENZ Regional Director Americas and Europe, said ENZ is excited to showcase Brazil this year.
“As the largest student recruitment market in Latin America and with momentum growing, Brazil is an important diversification market for New Zealand’s international education industry.
“Moreover, conference participants will revel in tasters of Brazil’s vibrant music and cuisine culture!”
Paulo Camargo, Ambassador of Brazil in New Zealand, is delighted to see Brazil featured as the Country of Honour at NZIEC 2018.
“Every year, thousands of Brazilians come to New Zealand to study across a variety of sectors. I also see a growing interest of New Zealand students going to Brazilian universities. In the process, this exchange builds one of the best foundations for the strong relationship between two countries: the human ties of friendship and understanding.
“Brazil and New Zealand share many values and have great potential to enhance educational cooperation. I look forward to working with Education New Zealand to turn 2018 into a landmark for our two-way partnership."
Be sure to soak up some of the sights and sounds of Brazil at NZIEC 2018
Last year, almost 3,600 Brazilian students studied in New Zealand. Engagement with Brazilian institutions is also increasing due in part to the Prime Minister’s Scholarships for Latin America and the funding offered to help internationalise Brazil’s postgraduate departments.
In March this year, five New Zealand universities participated in the Brazil/New Zealand Academic Cooperation Forum designed to enhance collaboration and research linkages at postgraduate level.
The Country of Honour designation at NZIEC celebrates and showcases New Zealand’s international education connections with partner countries.
NZIEC delegates can look forward to engaging with the team from the Brazilian Embassy at its booth in the Expo Hall – and experience a few delights during conference.
NZIEC 70% sold out!
With fewer than a third of places left at NZIEC 2018, make sure you book your ticket soon. Register today at www.nziec.co.nz
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New travel rules for New Zealand from 1 October 2019
The NZeTA (New Zealand Electronic Travel Authority) needs to be granted before traveling to New Zealand. It can take up to 72 hours for an approval to come through, so anyone coming to New Zealand should apply with plenty of time. Requests can be made via the official app or Immigration New Zealand’s website. There is a small fee.
Who needs an NZeTA?
- People visiting or in transit from a visa waiver country — that is, a country whose passport holders do not need to get a visa before they arrive in New Zealand.
- People travelling on a passport from a transit visa waiver country, and who will be in transit through Auckland International Airport’s transit lounge on the way to another country.
- Permanent residents of Australia.
What does this mean for international students?
People who are planning to come to New Zealand to complete a short course, such as an English language course, will need to apply for an NZeTA if they are coming from a visa waiver country.
International students who need a visa to study will not need to get a NZeTA.
- New Zealand school sector approach to Viet Nam
