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• August 2014 Scanning Report

• Scholarships and Student Experience Coordinator PD

• Rebuilding New Zealand education’s visibility in China

  Last month, Lillian spent three weeks in New Zealand in what was her first visit to the country as part of her role at Education New Zealand Manapou ki te Ao.

  The two-pronged purpose of her trip was to provide refreshed marketing insights to education providers in New Zealand and hear from providers on their expectations and the challenges they face when marketing their offering in China.

  Here are Lillian’s takeaways from her visits and interactions in New Zealand –

  Need for storytelling that better highlights New Zealand education’s points of difference

  1. Engaging with education providers and visiting campuses highlighted to me several points of difference for New Zealand education, particularly how it is innovative, how it develops work-ready graduates, as well as how international students are welcomed and valued in New Zealand. Seeing these points of difference in real time made me realise how underrated the New Zealand education story is overseas, and the need to tell that story better. We need to focus on telling a New Zealand education story that is authentic and has concrete examples. A more visual storytelling format would be ideal to deliver the story.
     • Tip: Demonstrate the teaching and student engagement practices your institution delivers using visuals (images or videos).
     • Example: Take photos/videos in the lab, with robotics machines, with the 3D printer, the hands-on experience and student engagement (student hub), self-learning and learning from their peers.
  

  Visit to Middleton Grange Intermediate School to understand the differences between New Zealand and Chinese classrooms

  Demonstrate outcomes of education programmes via successful alumni stories to promote offering

  1. Chinese parents and students are very outcome driven. Institution or programme rankings remain the key consideration, but other indicators and outcomes are becoming increasingly important, including employability, international recognition, and a life-changing experience.

  Demonstrating the outcome of an education programme by leveraging successful student or alumni stories and testimonials can be a critical in activating ‘word-of-mouth’ promotion that influences the decision-making of prospective students and parents.

  • Tip: Highlight successes or outcomes for students through stories. Degree + good experience = happy alumni story. Parents and students want to know if a qualification from a New Zealand institution will be recognised in China, the world or if it could be a pathway to further study.
  • Example: A Chinese student studied a business degree with a New Zealand tertiary provider and then landed a job at a Fortune 500 company or became an industry leader. Or if a Chinese student studied virtual art in a New Zealand PTE, got a job in Weta Digital, which has worked on recent Chinese blockbuster films. We have seen Chinese media are very interested in interviewing and profiling such students in their publications.

  Consider digital content in local language for marketing impact

  1. Research indicates that more Chinese students do their own research online and make their own decisions when choosing an overseas study destination and institution. So having a digital presence on China’s digital platforms is critical. Digital content in local languages also goes a long way in building brand awareness. If resources allow, exploring multiple channels and interacting with your audience in local languages will help you to gain a major advantage in optimising brand awareness and driving results in student recruitment.
     • Tip: Host Chinese language and China specific channels such as an official WeChat account. We understand it isn’t easy to set one up. If you are unable to set up a WeChat account for any reason or don’t have Chinese-speaking staff, having a Chinese language website is the next best option. Having crucial information online in Chinese helps promote the institution as trustworthy. Parents and students will use the Chinese language website to confirm information, even if they rely heavily on agents or school counsellors.
     • Example: ENZ has been working to optimise our digital presence in China, including with our Chinese language website: studywithnewzealand.cn. We recently revamped the storefront of SWNZ.cn to bolster its localisation, ensuring that from a Chinese user point of view, we can keep them interested and engaged in considering a New Zealand education provider. To ensure our digital presence continues to be fit for purpose, we undertake regular work to update and troubleshoot our platform and content.

   

  

  ENZ’s Lillian Zhang presents China Marketing Insights and Strategies session to members of Study Dunedin on 24 February

  With China fully re-opening to the world in January, the tempo of in-person events in the country is at pace already.

  ENZ’s Greater China team is looking forward to supporting New Zealand providers visiting the country for agent seminars in Guangzhou and Beijing in May and other events later in the year.

  If you have any enquiries related to marketing in China, please contact: china@enz.govt.nz 

• From the CE: 2023 is off to a flying start

  Following the appointment of Chris Hipkins to Prime Minister, last week we welcomed our new Minister of Education, Jan Tinetti. Minister Tinetti knows education well. She has over 20 years as a primary school principal, in four schools across Southland and Tauranga. She also holds a Diploma in Teaching (Primary), a Bachelor of Education and Master’s in Education with First Class Honours, from the University of Canterbury.  

  Both appointments are good news for international education. We have both a Prime Minister with rich knowledge and appreciation for the many benefits that international education brings working alongside a Minister of Education who has significant education experience. 

  The first month of the year saw significant announcements in China, an important partner country. The first was the change to the Zero-COVID policy, followed shortly after with the decision by the Chinese qualification recognition agency to revert to pre-COVID settings for online qualifications. Chinese students were already returning to study in New Zealand and these announcements will encourage this further.   

  In response to these changes in China our team collaborated with Tourism New Zealand to drive awareness of New Zealand as a short-term study destination. Late last year we put the New Zealand education brand back on the map in Colombia with an important event in Bogota. I am also excited to see the relaunch of the New Zealand Schools Scholarships – our flagship initiative for Viet Nam.  

  The first month of the year also saw our first iwi-led Prime Minister’s Scholarship for Asia recipients (Te Piriru Marae, Ngāti Maniapoto) travelling to Hokkaido for six weeks, forging connections with the indigenous Ainu people of Japan. There will be more on this in next month’s ENews.  

  While I’m on the subject of the Prime Minister’s Scholarships the most recent round of applications saw a significant and very pleasing increase in Māori participation to 22 percent up from five percent from 2016 to 2019. We are eager to continue this increase and will be partnering with iwi to raise it further in the March group application round. 

  After the challenges of the past couple of years, a flying start was exactly what we needed and I am very pleased that is what we have.  

  Waiho i te toipoto, kaua i te toiroa  

  Let us keep close together, not wide apart. 

  Ngā mihi nui, 

  Grant McPherson  

• Applications open for group Prime Minister’s Scholarships to study in Asia and Latin America 

  Applications from groups, institutions or organisation who can meet the objectives of the scholarship are welcome. Last year, successful group applicants included marae, whānau Māori trusts, tertiary providers, non-profit organisations and more. Applications close on 23 April 2023.   

  ENZ’s General Manager Sector Services, Sahinde Pala, says the scholarships are a wonderful opportunity for New Zealanders to gain transformational education experiences in Asia and Latin America. 

  “We love how the scholarships allow New Zealanders from a wide range of backgrounds to continue to add a global aspect to their learning, and make meaningful, often lifelong connections with people from other countries and cultures. 

  Applicants are invited to think differently about what overseas learning opportunities could enrich the lives of learners or members of their community, and how they contribute to New Zealand more broadly.”  

  The Prime Minister’s Scholarships are funded by the New Zealand Government and administered by Education New Zealand Manapou ki te Ao to support New Zealanders on learning experiences in Asia and Latin America. 

  The Scholarships’ group programme offers a flexible way to organise learning experiences in Asia and Latin America. Groups apply for a certain number of people, minimum of three, and once a programme is awarded, the organiser will run their own process to select the members who make up the group based on guidelines provided by ENZ. 

  Scholarship awardees from the 2022 group round have engaged in a diverse range of programmes, including customised indigenous-to-indigenous cultural exchange, advancing their language skills, learning new fashion design skills, and more.  

  Participants in a group programme simply need to meet the same eligibility requirements as individuals, including being a New Zealand citizen or permanent resident at least 18 years old at the date of applying. 

  Since its launch in 2013, the Prime Minister’s Scholarship programme has seen nearly 3,000 recipients, which helps New Zealand continue to engage with key partners in Asia and Latin America. 

  Applications for student groups from wānanga, universities, Te Pūkenga, private training establishments, iwi and other organisations will be open from 8 March – 23 April 2022, with successful applicants advised in early June. 

  More information is available on ENZ's dedicated scholarship website here. 

  A list of successful applicants from the 2022 group scholarship round is available here.  

  ENDS 

  Media contact: 

  Sai Raje 

  Senior Communications Advisor  

  021 479 649 

   

  Scholarship queries: scholarships@enz.govt.nz     

    

  Education New Zealand (ENZ) is a New Zealand Government agency dedicated to international education. ENZ promotes New Zealand as a study destination globally and supports New Zealanders to broaden their horizons through international education experiences beyond our shores. 

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