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Feedback from education agents opens up conversation on how ENZ can better support them
Over half (57 per cent) of those surveyed are members of the ENZ Recognised Agency (ENZRA) programme.
The survey, a cross-team ENZ initiative, was a useful opportunity to open up a conversation with agents and to continue to support them while borders remain closed.
Over 40 per cent of agents surveyed said that that 75 to 100 per cent of their business activities had changed or reduced due to the pandemic. Agents also reported experiencing a reduction of staff, closed branches and transitioning to fully remote operations.
ENZ-supported webinars, online and hybrid events were most valuable to agents, followed closely by digital collateral and marketing material, support for student-facing activities, B2B events with education providers and training.
On training needs, 60 per cent of agents surveyed said that they would like to receive training on student visa application processes, 50 per cent were keen on hearing about New Zealand education providers and their offering, while 40 per cent were keen for more professional development training.
Videos, templates (including banners and PowerPoint presentations), student testimonials and brochures were reported to be the marketing tools that agents find most useful.
ENZ’s Manager – Education Agents, Geneviève Rousseau Cung, says the survey is a key component of ENZ’s agent engagement plan as part of the Government’s Recovery Plan for International Education.
“Insights from the survey will allow ENZ to develop activities, tailored communications and training initiatives that are best aligned with agent needs, which in turn, will also inform and result in better outcomes for education providers.
“Seeing how the agent engagement plan is linked closely to the longer-term recovery of international education, it is crucial that we check in with our agents on a regular basis,” Geneviève says.
The current plan has three areas of focus – supporting the ENZ Recognised Agencies Activity Fund in New Zealand and offshore with marketing initiatives, driving the agent engagement plan through a range of initiatives, and ongoing recognition of the role of education agents.
For enquiries:
- Email Desiree (desiree.lee@enz.govt.nz) for the Asia region excluding China
- Email Jane (jane.liu@enz.govt.nz) for Greater China
- Email Javiera (javiera.visedo@enz.govt.nz) for the Americas, Europe and Middle East
- Email Geneviève (genevieve.rousseau-cung@enz.govt.nz) for New Zealand.
Keep an eye out for the full results from the Agent Survey in the next issue of ENZ’s The Insight Story, due out in early May.
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What do Kiwis think about international education?
Our sector’s successful future requires the public and other stakeholders to know about, and value, international education.
ENZ Director Student Experience & Global Citizens, Sahinde Pala, says the research shows us international education is not front of mind for most New Zealanders.
“However, when the benefits of international education were explained to the research participants, most were really onboard. They were also surprised they hadn’t heard it being talked about publicly and in the media.”
Participants responded extremely positively to the fact international students spend in their community, including to help create jobs across many sectors.
Sahinde says the research showed it is vital that communications broaden the conversation. This means sharing stories about the rich full breadth of other international education benefits New Zealanders care about now including, global citizenship, cultural diversity, tourism, and the fact education is a way to share our innovative ways of thinking, learning and living to benefit the world.
Great fresh insights into how to communicate with Kiwis
Sahinde notes this research gives us the first understanding of the ‘profiles’ of New Zealanders regarding international education – promoters, passives and detractors – and how to share communications that will increase public support.
Encouragingly, half of the NZ population are in the promoter group, with a further 47% in the passive group, and only 3% in the detractor group.
“The greatest social licence gains can be made through the ‘promoter’ group which makes up half of Kiwis. These people either know about international education or they fit a profile of having experiences or attributes that mean they are interested in New Zealand’s place in the world and cultural connectivity. The really great news is promoters will talk to others about international education if they hear it being discussed, and in a way that is meaningful to them.
“This is the task for all of us across the international education system,” she says.
The research also shows that two-thirds of New Zealanders are supportive of students coming into the country in 2021. “This is helpful to understand as we want to ensure those who have stayed and those who come this year receive the manaakitanga Think New promises them,” Sahinde says.
Putting the research findings to work and next steps
Using the insights from this research, ENZ is developing a communications toolkit, including ‘right fit’ messaging, for those in the international education system to use in their own public and stakeholder communications. This is scheduled for release in May.
The toolkit will sit alongside this research, and ENZ’s new regular The Insight Story publication, which provides international education data and insight, as social licence tools to help increase awareness and support for international education.
ENZ is also increasing its own communications to help increase awareness of what international education is, where it is going under the Recovery Plan and NZIES and ultimately, how it benefits students, New Zealand and our global relationships.
ENZ will continue research to understand perceptions and support for international education, including to look at ways of getting real time insights into public sentiment and support.
Read all about it!
The report is now on IntelliLab.
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Around the world in five
New Zealand
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Latin America
If you are from a university, join the virtual THE Latin America Universities Summit 2021 free of charge to examine how the higher education sector across the region can develop strategies to build capacity, adapt to digitisation, increase strategic impact and improve public appreciation of universities’ role in progressing society as we look towards a new era post-pandemic.
Hosted in partnership with the University of São Paulo, this online summit will bring together leaders from across the region and their institutional partners around the world to set the agenda for the future of higher education in Latin America.
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ENZ-Enroller partnership looks to maintain capability of schools to host international students
ENZ is subsidising the cost of Enroller’s digital platform for schools for the remainder of 2021 and 2022. The funding will start with secondary schools.
“ENZ is aware that international student departments at schools are busier than ever, managing the increased pastoral care needs of students still in New Zealand,” ENZ General Manager – Partnerships & Marketing, Paul Irwin, says.
A report released by Edified in March showed that international recruitment and marketing in schools is in a state of flux. Due to a lack of travel, schools are relying more than ever on digital marketing – however, support and guidance is needed to support international departments to make the transition to digital.
“Our aim is to support more schools to continue digital marketing, managing enquiries and applications quickly and easily. This partnership will also help ensure that the schools sector is prepared for when international students return to New Zealand,” Irwin says.
ENZ and New Zealand company Enroller have worked together before on a research project that was completed in 2019.
That research indicated Enroller was incredibly useful to both schools and agents. 90 per cent of schools who participated said it was a more efficient way of processing student enrolments, saving them between two and three hours’ of work per student enrolment. Of the education agencies surveyed nearly 70 per cent said that Enroller made it easier to submit and manage applications to NZ schools.
The next step of that research project will continue with the 2021 partnership.
“We’re excited to be able to offer additional support to schools and continue the work that ENZ and Enroller began in 2018.” CEO and co-founder of Enroller, Michael Barry, says.
“The NZ school sector is hurting – It has been a long and uncertain 12 months for many. The extension of this research project will enable multi-tasking international departments, and their education agency partners, the additional digital capability and resource that they need to manage the rebuild of their international student roll, cost-effectively.”
Representatives from ENZ and Enroller are looking forward to sharing more on the partnership at Enroller’s upcoming virtual roadshow for current Enroller clients. The webinars will take place at 2:00pm on 25 May and 11:30am on 26 May.
Other interested schools can request a pack of information – please contact ENZ Business Development Manager Mary Camp (mary.camp@enz.govt.nz) for more information.
