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From the CE: Memorable trip highlights value of international education
This was the first mission led by the Prime Minister since our borders closed in 2020, and it combined education, tourism, New Zealand businesses and government agencies. It sent a clear message that New Zealand is open for business and ready to reconnect with the world.
A couple of excellent things happened in Singapore from an education perspective, the first at Gardens by the Bay, which is a nature park of more than 100 hectares, visited by around 14 million people every year.
At a ceremony to mark the unveiling of a bespoke Māori carving, the Chief Executive of Gardens by the Bay, Felix Loh, spoke about his education experience in New Zealand 30 years ago. He said that studying for a Bachelor of Horticulture at Massey University had a huge impact on his life and career, not only because of what he learnt from his studies, but also because of the care and support he received here. It was a great endorsement of the best that an education in New Zealand can offer and highlighted to everyone who heard him that international education brings long-term value.
Image: Felix Loh, Chief Executive of Gardens by the Bay, speaks at the ceremony to mark the unveiling of a bespoke Māori carving. Photographer – Karan Gurnani, 35mm.
We had a similar experience the following day, at the signing of an MOU between the Singapore Institute of Technology (SIT) and FoodBowl, a New Zealand food innovation network based in Auckland. The senior signing official for SIT was their President, Professor Chua Kee Chaing, who was a student in New Zealand 40 years ago. Again, we saw the warmth and long-term relationships that are generated by international education.
The Japan part of our trip featured several events with a specific focus on international education, including signing an agreement with Japan Women’s University, relaunching Game on English for female rugby players, and an event at the Cookie Time store in Tokyo with an opportunity to meet previous participants in the working holiday scheme, including former students. You can read more about these events in a separate article in this issue of E-News.
It was great to meet people who feel such a strong connection to New Zealand, even after many years have passed. We often refer to the social, cultural and economic benefits of international education – what we experienced on this trip brought those words to life and marked another significant step on our path to rebuild New Zealand’s international education sector.
He aha te mea nui o tea ao? He tangata, he tangata, he tangata
What is the most important thing in the world? It is people, it is people, it is people.
Grant McPherson
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Think New with FutureLearn
Quicklinks
About the campaign
Campaign messaging
Tips for promoting the campaign
Check out the Brand Lab to download and use campaign assets
About the campaign
Objectives
- Test an online-focused audience’s appetite for courses delivered under an NZ country brand
- Explore sector capability and willingness for generating and promoting online courses
- Test, understand and validate ENZ's role in the online education space
- Maintaining awareness of the NZ Education brand and NZ as an education destination in target markets
FutureLearn platform and courses
- New Zealand’s offerings include short courses from leading universities, English language schools, vocational PTEs, Institutes of Technology, and edtech educators including virtual reality developers and game designers.
- These not for credit courses are on average 6-8 hours long from providers across the sector.
- FutureLearn is a global online education platform jointly owned by the UK’s Open University and The SEEK Group with an existing community of approximately 15 million learners globally.
- These courses are available to learners (including teachers and educators) all over the world, including here in New Zealand.
FutureLearn is actively promoting this campaign in the following prototype markets:
- Thailand, Japan, Korea, China, India, Brazil, Indonesia, USA, Vietnam, Germany, UK, Colombia
In addition, ENZ will be promoting this opportunity to its global learner database, and through other owned channels, including website and social media.
Campaign messaging
By joining forces and sharing the same message, we can tell a stronger, more consistent story about the FutureLearn prototype, and the opportunity it represents.
The Campaign’s place in the wider strategy for international education
- ENZ is leading a programme of work that focuses on the diversification of international education products and services. It forms part of the Government’s Recovery Plan for International Education, under the “Transforming to a More Sustainable Future State” workstream.
- The New Zealand International Education Strategy, 2018 is clear in its goals for achieving a thriving and globally connected New Zealand through world-class international education.
- Goal 2 of the Strategy is Sustainable Growth - the international education sector flourishes through diversification of markets, people flows and innovative products and services.
Talking points for providers
- We are proud to be part of ENZ’s new pilot, launched with FutureLearn.
- This initiative will showcase a selection of taster courses from New Zealand providers to worldwide online learners, under the national Think New brand umbrella.
- The 12-month initiative launched 8 June and is part ENZ’s Diversifying Products and Services programme of work.
- By taking part, we are supporting the Government’s Recovery Plan for International Education.
Provider participation benefits
These messages are useful when talking about the campaign to other staff in your organisation- This initiative is an opportunity to further raise our profile to a global audience, benefiting from the exposure generated by FutureLearn and the ENZ-funded global campaign.
- We’re able to test a new recruitment and distribution channel at little cost.
- As providers, we receive notification of any further interest generated by these online courses, which could lead to further study opportunities – either online (on FutureLearn or elsewhere), or onshore when current border restrictions sufficiently ease.
- As part of the process FutureLearn worked alongside providers like us, supporting us while we created (or optimised) content for the platform.
- Standard membership fees are being waived by FutureLearn for this prototype.
- ENZ is also funding a global campaign via FutureLearn to promote the prototype.
More about FutureLearn
- FutureLearn offer courses from around 250 providers from around the world. These courses range from tasters to full online degrees.
- 15 million learners use the platform. Many (27%) users are UK-based but increasing numbers of learners across the globe are accessing FutureLearn.
Tips for promoting the campaign
By aligning our marketing activity, ENZ and providers can tell clear and consistent message about the online study courses available with FutureLearn and providers. Here are some tips to start promoting your FutureLearn courses on your channels:
Tip 1: Use the digital assets available in your promotions:
There are plenty of campaign assets designed with campaign messaging available for you to use now on The Brand Lab. Assets have been specifically created to use across websites, emails, social channels & other digital advertising.
Check out The Brand Lab to download and use images, animated tiles, email signatures, an editable ad template where you can feature your own logo and much more!
Tip 2: Share our FutureLearn & Online Learning blogs
We’ve created a blog for a learner audience to promote starting a New Zealand education online, through the FutureLearn product. Check out the blog here and share on your own social channels or website.
We also have supporting blog content written by students for learners thinking about online learning. You can also share this blog, and link to FutureLearn’s Study with New Zealand Online page
Tip 3: Follow and share FutureLearn’s posts on Study in New Zealand Facebook & Instagram channels
ENZ will be posting about New Zealand online study options on our Facebook and Instagram channels. You can easily share & repost this content on your own social channels to reach your own audience. This Facebook post is ready to share now.
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