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  • Around the world in 24

  • INZ Flyer education providers June 2015 print

  • James Hargest College international students2

  • Getting started with chatbots

    ENZ is the only country in the world that uses a chatbot to market to prospective international students.

    Tohu is a helpful little bot that sits on Study in New Zealand, NauMai NZ, and the Study in New Zealand Facebook page.

    It answers questions on everything from applying for a visa to what you can do for fun in New Zealand. It gives prospective students an answer to most of their questions immediately, freeing up ENZ’s social media team so they can focus on other projects.

    ENZ’s Director of Planning, Jamie Crump, has developed a whitepaper with ENZ’s chatbot agency partner, Theta, which lays out a framework for developing a chatbot.

    The five-step framework draws on Jamie’s Master of Technological Futures report, and is based on ENZ’s development of Tohu.

    Because ENZ staff can train Tohu on new information at any time, the bot is a versatile tool in our social engagement team’s toolbox. So far, Tohu has been utilised in the Ask New Anything campaign, and has most recently learnt new answers on the COVID-19 situation in New Zealand.

    “Prior to Tohu, with a social media team of two, it could take up to 24 hours for someone to get a response to their question. Now they can get an immediate response, and we know that Tohu can answer more than 80 percent of the most common questions,” ENZ International Social Media Manager, Nicole Baird, says.

    “So the team can spend time answering the specific questions, and doing more of the strategic things for our Facebook channel, rather than answering the same straightforward questions repeatedly.”

    Jamie’s initial research revealed that many people already like engaging with a chatbot, and that more and more consumers are using chatbots as a way of finding out information. For example, 48 percent of people would rather connect with a company via live chat than any other means of contact.

    Tohu is integrated with ENZ’s marketing database and automation software, Marketo. Instead of completing a form, students can sign up to the receive updates from Study In New Zealand or NauMai NZ. This feature also opens up possibilities for Tohu to become a more targeted, useful channel for prospective students.

    “The logical next step is personalisation of the chat experience, and that’s something we’re looking forward to exploring with Theta,” Jamie says.

    Read Get started with chatbots: A proven framework for chatbot implementation

  • New initiatives to keep New Zealand education dream alive in Viet Nam

    Earlier this year, ENZ asked study providers how we can support the visibility of New Zealand schools who usually operate in the Vietnamese market.

    Two proposals have now been selected.

    The first will fund Year 10 students from five Manawatū schools to undertake a customised version of AFS’ Global Competence Certificate (GCC).

    AFS is partnering with Massey University to facilitate the programme and each New Zealand school will partner with a Vietnamese school from TTC Education, ENZ’s private school network partner with over 18,000 students.

    Students from both countries will join weekly virtual workshops facilitated by Massey University – in the last four weeks of New Zealand’s school year – focused on developing the students’ lifelong global ‘power skills’ and providing them with an opportunity to interact and connect directly with their overseas student counterparts.

    CEDA and Palmerston North City Council will offer scholarships for up to 25 Manawatū students to participate in the Vietnam GCC, while ENZ will fund the same number of students to participate in Viet Nam.

    The second initiative will support the development and implementation of a digital marketing strategy for 14 New Zealand schools. This initiative, which is being delivered by Lightpath Consulting Group, will include dedicated in-market representation, market advice, agent engagement support and a customised Vietnamese website.

    The activities will help build a strong, in-market sector presence while borders are closed. They will enable the schools and ENZ to engage through tailored digital marketing programmes to boost the reputation of New Zealand schools with Vietnamese audiences.

    Viet Nam is an important market for New Zealand schools. In 2018, it was one of our only source markets to record student growth on the year before, with 39 percent more Vietnamese students choosing to study here.

    “Education New Zealand remains committed to supporting New Zealand schools’ activity in Viet Nam and given the current challenges presented by COVID-19, we believe that supporting in-market representation models will maintain visibility in a market which has demonstrated continued growth for the sector,” ENZ Regional Director – Asia, John Laxon, says.

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