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Evolution of ThinkNew
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.
Around the world in five
CHINA
Plan to introduce universal preschool education
The Chinese government aims to introduce universal preschool education by 2035, including specific goals to make affordable preschool education available for all children by 2035.
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FRANCE
New international student recruitment strategy revealed
The French government has revealed a new strategy to help attract half a million international students by 2027, including a global marketing drive.
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GLOBAL
The new rules of digital marketing
Agents and educators are reporting a steady increase in the number of students recruited via digital channels, with a third of agents indicating that digital channels now generate 30-60 percent of all new business.
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KOREA
Institutions look abroad for revenue, prestige
The number of international students in Korea has increased by 67.5 percent in the last four years to 142,200 students due to active student recruitment, particularly by universities.
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UNITED ARAB EMIRATES
Dubai bucks global trend as international students soar
The number of students at Dubai International Academic City (DIAC), the largest community dedicated to higher education in the Middle East, has witnessed a surge in 2018/2019.
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PM’s Scholarships for Asia announced
The Prime Minister’s Scholarships for Asia cover overseas study, research or internships ranging from six week to two years at undergraduate or postgraduate level at top Asian institutions.
At an event to mark the programme’s first year, Prime Minister John Key and Tertiary Education, Skills and Employment Minister Steven Joyce congratulated recipients.
Successful recipients include a student from Otago University, who will study chemistry and pharmacology at the National University of Singapore, and a group from the New Zealand Institute of Fashion Technology who will deepen their design and manufacturing knowledge working on a collaborative project with Indian students at a partner institution in Tamil Nadu.
The inaugural awards were made in December 2013, with many recipients still completing their studies throughout Asia. This next round of scholarships will enable 103 people to study overseas.
Peter Bull, Education New Zealand’s General Manager International, says the scholarship programme was established to give New Zealanders the opportunity to experience what it's like to operate in a different country and culture, and build all important people-to-people networks with our trading partners.
“Listening to returned students talk about their experiences; it’s clear it’s an opportunity that’s had a significant impact on those involved. One recipient got in touch recently to report her experience studying in Hong Kong had an immediate impact – helping her to secure a job with a top law firm who were very interested in her overseas experience.”
“I’m delighted at how quickly people have leaped at this opportunity to develop their international outlook and act as ambassadors for New Zealand education in parts of the world where there’s generally very low awareness about our country, let alone our way of thinking, learning or teaching.”
Mr Bull says the scholarships demonstrate reciprocity in New Zealand’s education relationships, something that’s very important as ENZ works to intensify education recruitment, business development and government relations activity throughout the region.
Applications are open for the next round of the Prime Minister’s Scholarships for Asia and close 28 September 2014. Applications can be made by individuals or groups.
Mr Bull says overall, the quantity and quality of applications greatly exceeded expectations; a fantastic outcome for a programme that’s only just begun.
“I encourage future applications to take the time to prepare high quality applications – the bar is only going to go up.”
Great ideas from schools
The ENZ Schools’ Reference Group was set up last year as a way to collect school feedback and ideas about how the sector can best develop.
ENZ Business Development Manager Mary Camp says the latest meeting on 25 February generated a swag of suggestions for the professional development workshops held in the lead-up to the New Zealand International Education Conference (NZIEC). More are welcome…
“This reference group is really benefitting our work to support the industry,” Mary says.
“Given there are so many schools, spread from one end of the country to the other, and with so much variety of character and programme, it can be hard for us to be sure we’re hearing what we need to hear from schools.”
“It’s great now to have an official channel open for that conversation, as well as the other connections we have through regional clusters and the like. We’ve been able to design services and products to suit schools’ current needs, and schools’ feedback on other parts of Education New Zealand’s work has been hugely valuable.”
Mary says the pre-conference workshops in 2013 (on business planning, social media and working with agents) were well attended and rated highly by participants. The aim is to keep relevance high for this year’s NZIEC – held in Wellington on 21-22 August 2014.
Additions to this ‘working topic list’ from the Schools’ Reference Group meeting are welcome:
- Collaboration – looking at different collaborative business models, eg regional, niche
- Homestay systems/ processes, building your homestay community, sharing ideas
- Alumni – using them effectively
- Agent perspectives – what are they looking for? (panel)
- Market analysis – including hard stats, competitor analysis, and recommended key markets for schools.
To make a suggestion for workshop topics please contact one of ENZ’s Business Development Managers for the school sector, Richard.Kyle@enz.govt.nz or Mary.Camp@enz.govt.nz.
Update your profile on studyinnewzealand.com
From December 15 we'll be pushing traffic to studyinnewzealand.com. Follow these three simple steps to establish or update your profile:
- Register
Go to www.studyinnewzealand.com/get-started and see if your institution/school has a profile on the site, then follow one of the options below:
a. If you already have a profile you’ll still need to make updates by clicking here: www.studyinnewzealand.com/user.
b. If you do not have a profile, click here: www.studyinnewzealand.com/institution/register.
- Update or
  add your profile.
- Submit your updated profile for ENZ to approve and publish.
Don't have time today? You can still register now, fill out the information you have on hand, and then finish and submit your profile later.
NZ University ISB 2015 Sector Presentation
Kiwi innovation shines in the Expo Hall
To expand US perceptions of New Zealand beyond tourism and adventure, New Zealand’s presence at NAFSA showcased Kiwi innovation and creativity, with the campaign line New Ideas Grow Better Here.
Thirteen New Zealand institutions, including all eight universities, featured on the New Zealand pavilion. Each chose a creative or innovative student project to highlight, ranging from a fully recyclable electric car to New Zealand’s first virtual reality movie. The projects were shown on the pavilion and printed in ENZ’s NAFSA guide book which was handed out to all conference delegates.
Kaylee noticed that innovation was a key word for a number of countries.
“India, Ireland, Portugal, Europe, Malaysia and Germany all included taglines about innovation on their booths – but their storytelling wasn’t as compelling as our own.
“By using real student stories, we were able to communicate ‘innovation’ in a more authentic way and really bring the messaging to life – we showed how students in New Zealand ‘Think New’.”
Kaylee said touring the NAFSA Expo Hall was a great opportunity to consider New Zealand’s education offering.
“Visiting other booths gave us a sense of competitor country education branding and messaging, which is important for understanding how we can uniquely position the New Zealand education story.
“It’s difficult not to sound biased but the New Zealand pavilion had the most brand personality, and stood out above the other country booths in terms of impact, thanks to our strong and unified presence.
“A number of conference delegates said New Zealand set the bar high!”
Other country taglines at NAFSA were:
Spain: “Education, Our Art”
Israel: “Jumpstart your Future”
Germany: “Land of Ideas”
Poland: “Study and be successful”
Russia: “Learn from everyone, copy nobody”
Ireland: “The warmest of welcomes”
Canada: “A world of possibilities”
Clockwise from top left: Australia’s pavilion, Canada’s pavilion, Spain’s pavilion and Japan's pavilion.
Lincoln brings New Zealand national parks to China
Produced by Lincoln University, the exhibition showcases New Zealand’s protected areas and encompasses a range of exhibits, including a three-metre tall giant moa skeleton, outdoor equipment, signs, books, and historic documents.
The project is part of Lincoln’s five-year collaboration with leading Chinese universities, and links with the Chinese Government’s push to establish a national agency to manage its protected areas.
Head of Lincoln’s DesignLab and project lead, Associate Professor Mick Abbott, said countries like China look to New Zealand for leadership and ideas on how to effectively deliver biodiversity outcomes while managing recreation, tourism and public involvement in conservation values.
“The exhibition also showcases Lincoln’s research, and that of Tsinghua University on the future direction of protected area management,” he said.
Dr Mick Abbott speaking during the exhibition opening

“New Zealand has a lot to share on how to manage adverse environmental impacts in protected areas. We can also learn a lot from how China celebrates its cultural connections with nature.”
Dr Abbott said the collaboration would strengthen New Zealand’s connection with China through the sharing of knowledge and networks.
“This exchange of ideas is a timely precursor to both governments announcing 2019 as the International Year of China New Zealand Tourism.”
The exhibition, held at the Museum of Chinese Gardens and Landscape Architecture, was opened by New Zealand’s Ambassador to China, John McKinnon. The Department of Conservation and the New Zealand Centre in Beijing were also represented.
Changes to post-study work rights
The changes are designed to support the attraction of international students enrolled in higher levels of study, and in high-quality sub-degree courses that deliver the skills needed in New Zealand’s growing economy.
Minister Lees-Galloway said the changes to post-study work rights will help ensure international students in New Zealand gain in-demand skills for our economic growth, incentivise study in the regions and help reduce the risk of student exploitation.
“These new immigration settings will better match the skills that people study in New Zealand with the skills that employers need to grow their businesses. The changes preserve a pathway to residence for people with the skills and qualifications we need,” Minister Lees-Galloway said.
“New Zealand is a nation that must compete on quality, not quantity. Our changes reinforce New Zealand’s attractiveness for international students and match up positively with our key comparator nations.”
The Government wants to support the transition to these new immigration settings. These changes include a three year, time-limited incentive for international students to study outside Auckland. This is to ensure the benefits of international education are shared throughout all New Zealand regions, supporting the Government's aims to lift regional investment, growth and productivity.
There is a three-year transition period, to enable those parts of the sector that are most affected by the changes (Institutes of Technology and Polytechnics (ITPs) and Private Training Establishments (PTEs) to be able to successfully transition, over time, to new immigration settings. It also supports the current ITP Roadmap 2020 work underway by the Tertiary Education Commission on the long-term viability of ITPs, while ensuring that Government goals for regional growth are not undermined.
These changes will not impact current post-study work visa holders or current students who are undertaking a qualification that (once completed) will meet the qualification requirements as set out in current immigration settings.
These changes support the Government’s broader plans for a high-quality international education system in order to generate educational, economic, social and cultural benefits to New Zealand.
Click this link for more detail on the changes to the Immigration New Zealand website.
Bold gaokao reforms announced
The changes will see the removal of streaming – a policy which has been in place since 1957 – allowing students greater flexibility in subject choices to count toward their final score. Higher education admission processes are also slated to change.
Common subjects remain
Under the current gaokao system, students must study Chinese language, maths and a foreign language (usually, but not exclusively, English). Students will continue to study these common subjects.
While the three common subjects will be tested at a ‘unified date’, many provinces will allow students to take two separate exams for English and submit their best result.
Streaming abolished
The reforms will remove the policy of streaming students into the arts stream or the science stream in their second year of senior high school. Instead, students will study a mix of arts and science subjects.
More subjects introduced
As well as the three common subjects, the reforms will see students study 11 others. The 11 subject areas will likely vary between provinces.
While students must study all 11 subjects, only three results from six identified subjects – history, geography, politics, chemistry, biology and physics – will count toward their overall gaokao score. The three results may be a student’s best results and/or be from subject areas which align well with their future study plans.
The 11 subjects will be assessed based on a ranking system, with students awarded a ‘pass’ or ‘fail’ grade. How the rankings will be converted into scores for the overall gaokao score is an area that will be clarified through implementation plans.
These changes will likely see students prioritise particular subjects based on their future study plans.
Change in admission processes
The admission processes of China’s higher education institutions will also change. The reforms encourage institutions to adopt a multidimensional enrolment system; to look beyond a singular focus on gaokao results to include ‘academic performance’ and ‘overall qualities’ in their assessments.
With the removal of streaming, it is likely that Chinese higher education institutions will provide students with greater clarity as to the subject requirements they must meet to apply for specific fields of study – for example, a higher score in politics may be more important for students seeking to study law than biology.
Another change relates to the ‘extra points’ policy. This policy saw students with strengths in sports or artistic pursuits awarded bonus points for the gaokao and thus a better chance of entering top universities. This policy will be removed from 2015.
Implementation
The China Ministry of Education has designated Shanghai municipality and Zhejiang province as pilot areas for the reforms. Implementation will begin later this year for first year students at senior high schools.
Both Shanghai and Zhejiang are expected to publish implementation plans in the coming months which will outline in greater detail how the reforms will be implemented.
The reforms will be rolled out nationwide from 2017 and are expected to be fully implemented by 2020.
Rationale for the change
The reforms follow the significant debate across China about the education system’s ‘fitness for purpose’ in an era where innovation is essential for the next phase of China’s economic development.
The reforms seek to address common criticisms of the gaokao. As Vice Minister of Education Du Yubo said, “to put it simply, we are trying to solve the problem of yi kao ding zhong shen (one exam determines one's entire life)”.
Greater international recognition likely
The reforms will likely stimulate an increase in the number of tertiary institutions around the world accepting gaokao for admission into degree programmes. A growing number of institutions already accept gaokao results, including seven of Australia’s Group of Eight universities.
Education New Zealand has been working with Universities New Zealand on the acceptance of gaokao results for direct entry. We are interested in hearing from all New Zealand providers which do currently or are considering direct entry on the basis of gaokao. Email us at china@enz.govt.nz.