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• Gold Standard for Education New Zealand

  The Public Affairs Asia Gold Standard Awards celebrates and showcases the achievements of companies, governments, and diplomatic missions in the Asia Pacific region. 

  In Hong Kong to receive the award, Ziena Jalil, ENZ Regional Director for South and South East Asia said: “It’s fantastic to receive this recognition from industry peers against some very tough competition and for a campaign that has only really been running for a year.”

  The awards attracted more than 200 entries and were presented at a gala ceremony attended by a host of senior professionals from corporate affairs, communications agencies, NGOs, the media and the diplomatic service.

  “Our campaign aimed to build New Zealand’s reputation in India as a high quality education destination. It’s really exciting and satisfying to see the strategy translate into student numbers. India is now the fastest growing source of international students to New Zealand.”

  The Think New: Think New Zealand campaign weaves together multiple strands of activity focused on three strategic themes: deepening government relations; targeted business development initiatives; and an intensive integrated PR and marketing campaign.

  “Our strategy focused on consistent messaging and leveraging advocates across key states in India. The Think New brand launched in November 2013, introducing messaging and visuals focused on the concept of ‘new’ to better promote New Zealand.

  “We also worked closely with other agencies including the New Zealand High Commission and Immigration New Zealand to support the messaging in-market. The changes to students’ work rights policy implemented in January 2014 were followed by joint ENZ/INZ communications in India creating greater awareness of the change,” said Ziena.

  

  Recognising India and New Zealand’s shared love of cricket, popular Indian Premier League coach of the Chennai Super Kings and former New Zealand Black Caps cricket captain Stephen Fleming joined the campaign as a brand ambassador.

  Stephen was integral in raising awareness through digital competitions, media events, scholarship announcements, school roadshows, education fairs and networking functions. He attracted thousands of potential students and stakeholders, taking the time to talk to people about the benefits of education in New Zealand

  We worked to turn challenges into opportunities - during New Delhi’s summer heat and Mumbai’s monsoon, we took to the shopping malls with the Think New campaign, capturing the crowds as they escaped the weather.

  Business development opportunities continue to be explored both in India and New Zealand with ENZ presenting regularly at industry conferences around India, sharing New Zealand’s strengths with key business people. Several new scholarships have been established for study in New Zealand, linked to post-study work options that will establish valuable connections between both countries.

  Brand awareness has increased by 33 percent in India and New Zealand education featured in over 700 print and online media from October 2013 to July 2014.

  Indian student numbers in 2013 increased for the first time in three years and student visas issued to Indian nationals increased 83 percent between January and July 2014.

• ENZ staff update
  Hannah Lee-Darboe has been seconded from NZTE to Education New Zealand as Acting General Manager – Marketing and Channel Development. Hannah was the High Impact Programme Portfolio Director at NZTE and is an experienced international marketer with 14 years’ experience growing businesses internationally. She will be with us until the end of June 2015.
   
  Emily Branthwaite, Programme Leader – Christchurch Industry Support Programme is leaving Canterbury Development Corporation and Education New Zealand after nearly three years of playing a central role in driving the recovery of Christchurch’s international education industry post-earthquakes. As the Christchurch Industry Support Programme transitions from delivery to complete by June 2015, Emily leaves to pursue other opportunities and we wish her well for the future. Emily hands over her programme leadership responsibilities to ENZ’s new Christchurch-based Business Development Manager, Greg Scott.
   
  Chortip Pramoolpol has been appointed to the position of Marketing and Strategic Relations Manager – Thailand. Chortip has been the Marketing Manager for Zespri International Limited since 2011 where she oversaw sales, marketing, customer relations and operations of the Zespri business in Thailand. Her role will be to establish and manage relationships with government agencies and key Thai education partners, provide information on the market and opportunities for New Zealand organisations, and lead ENZ marketing and promotional activities. Chortip starts with us on 12 January 2015.

• We’re Always On

  Having a continual in-market presence that actively promotes New Zealand’s attributes as a study destination boosts our chances of prospective students including New Zealand in their consideration set.

  The objective of the 'Always On' activity is to drive prospective students (and parents of students) to targeted content landing pages on studyinnewzealand.com.  The goal of the landing pages is for these students to register their details to find out more about studying in New Zealand either through an Education New Zealand Recognised Agency (ENZRA) or directly with an institution.  The other objective of the activity is to deliver the New Zealand education brand proposition, ‘Think New’, in a way that will resonate with our target audience and see them consider New Zealand as a valid study option.

  We’re currently live in India, China, Malaysia and Viet Nam, and will go live very soon in Thailand and Indonesia.  For each country we’re creating ‘’home’’ pages

  (e.g. India), sector-specific pages (e.g. universities) and, coming soon, programme-specific pages (e.g. engineering).

  All pages will be in the local language.  

  

• Student stories go social

  The films were promoted on Facebook, Twitter, YouTube, Weibo, Wechat and the blogging platform Naffnang. Students were encouraged to watch the films, ask questions about life in New Zealand, get in touch and join our social community.

  While the videos provided a slice of student life that could be anywhere in the country, the stars themselves come from Onslow College in Wellington (Yang Xiao from China), Yoobee Design School in Christchurch (Anaiss Ramirez from Chile) and Canterbury, Auckland and Waikato universities (featuring Hannah Vu from Viet Nam, Alicia Jauhari from Indonesia and Lucas Castro Oliveira from Brazil).

  The campaign was designed to show prospective students that New Zealand is a fun and welcoming place to live and study so that, when they’re ready to choose a place to study in a couple of years’ time, New Zealand will already be on their short list.

  The videos were viewed by close to 250,000 people around the world and proved most popular in Viet Nam, Malaysia, Saudi Arabia, Indonesia and India in that order. The videos also saw impressive engagement with more than 111,000 ‘likes’, 1,100 ‘shares’ and almost 1,500 questions or comments about the videos and related content posts.

  Topics the students were most interested in included study subjects, living costs, food options and making new friends. Overall, the campaign saw an increase of 32,000 new followers to our social media channels.

  As well as activity on social media, a campaign landing page on studyinnewzealand.com was developed to further engage with prospective students. The landing page has so far seen more than 63,000 unique visitors who have spent an average of 2 minutes 20 seconds on the site watching further videos and learning more about our five campaign heroes.

  There were many learnings from this campaign, not the least of which was gleaning valuable insights in to the social and digital behaviours of our target audiences in each market.

  It is clear from this campaign that social media is both a cost efficient and effective way to reach prospective students and drive awareness of New Zealand as a study destination.

  A reminder that the ‘Day in the Life’ videos are also are available for download from The Brand Lab. You might find them a useful addition to your marketing activities!

  

• Enrolments on the rise

  “These are exciting times for our international education industry – a 12 percent increase in enrolments means just over 10,000 more students from all around the globe have come to New Zealand for a world-class education,” says John Goulter, Acting Chief Executive, Education New Zealand.

  “International education is vital to strengthening New Zealand’s economic and social links with the world. Every student takes home a quality qualification and an unforgettable experience, raising the profile of New Zealand in communities in all corners of the world.”

  International education brings in $2.85 billion a year which makes it the country’s fifth most valuable export industry.

  The International Education Snapshot Report: January to August 2014 is available here.

• Manawatu hosts agents

  “A successful famil tour provides a holistic experience for the agents, and gives them first-hand knowledge and experience from which to recommend Palmerston North and Manawatu to prospective students and parents,” said Lesley McDonald, Co-Chair of International Education Manawatu (IEM).

  “We decided that we would split the agents into two groups – those focussed on the tertiary sector and those on the secondary sector. That way, the agents in each group could focus on their specific sector and spend more time at the relevant institutions,” said Lesley.

  The agent visit was timed to coincide with the Massey University graduation ceremony, demonstrating the successful outcome of study.

  To give them a taste of the Manawatu student lifestyle, the agents stayed with homestay families in the region.

  “We recognised that international education is more than the study experience – it also includes a safe lifestyle, leisure activities, internship and part-time employment opportunities which lead to residency and employment.”

  “The agents saw the Royal New Zealand Ballet perform at the Regent Theatre in Palmerston North and had a trip to Wellington. One agent even stayed on an extra day to take part in a tour of Wairarapa wineries!”

  For the visiting agents the visit was an immersion in what it’s like to live and study in Palmerston North and the Manawatu region, and for the education providers it was a chance to showcase the best their institution and the region has to offer.

  For both, it was an invaluable relationship-building experience.

  “We have received very positive feedback from the visiting agents who wish to build on the relationships with the educational providers that they met and interacted with”, said Lesley.

  To fund the agent visit a cross-sector group of education providers – all members of IEM – pooled their resources, with some additional funding was provided by Education New Zealand’s Regional Agent Funding programme.

• US students win NZ study experience

  The collaboration is part of Education New Zealand’s commitment to the Institute of International Education’s Generation Study Abroad initiative to double the number of students from the United States who study abroad by 2018,

  Participating universities and ITPs funded US$500 tuition or living costs awards, and ENZ funded US$2,000 travel awards to help students pay for their flight to New Zealand.

  Eleven students were offered the US$500 university or ITP excellence awards to study at the University of Auckland, AUT, Unitec, Massey University, the University of Waikato, Victoria University of Wellington, the University of Canterbury, Otago Polytechnic and the University of Otago, and four students (including one who also received an institute award) were offered the US$2,000 travel awards to study at the University of Auckland, the University of Waikato, Massey University Wellington, and the University of Otago.

  As part of the application process, students were required to submit a blog or video explaining why they wanted to study in New Zealand. “The standard of applications received was very high, and their blogs and videos were inventive and entertaining,” said Amy Rutherford, International Market Manager, North America.

  “I can’t wait to see what the students get up to during their time in New Zealand!”

  You can view the application blogs and videos through the links below.

  Phillomena Wong from the University of Southern California, recipient of an AUT University excellence award                 

  Emily Garrett from Park University, recipient of a Massey University excellence award

  Allison Cluett from Brown University, recipient of a University of Otago excellence award

  Nicole Guinn from the University of Mary Washington, recipient of a University of Otago excellence award

  Reese Sun from the University of Texas at Austin, recipient of ENZ travel award, studying at the University of Otago

  Zoa Smalley from the Kansas City Art Institute, recipient of an Otago Polytechnic excellence award

  Leo Valdez from the University of Central Missouri, recipient of a Unitec excellence award

  Sara Lobdell from Franklin and Marshall College, recipient of a University of Auckland excellence award, and an ENZ travel award

  Yasaman Sahba from Southern Methodist University, recipient of University of Canterbury excellence award

  Abe Levitan from Olin College, recipient of a Victoria University of Wellington excellence award

  Logan Coffman from the University of Colorado at Boulder, recipient of a Victoria University of Wellington excellence award

  Annalisa Palmer from the University of Nevada, recipient of an ENZ travel award, studying at Massey University Wellington

  Kora Nixon from Michigan State University, recipient of a University of Waikato excellence award

  Dustin Flores from Utah State University, recipient of ENZ travel award, studying at the University of Waikato. 

• Hawke's Bay pilots regional approach

  This follows the development of an international education growth strategy for the region and is expected to achieve growth in the value of international students in the region – up to 25 percent by mid-2017.

  ENZ Business Development Manager Mary Camp says, “The pilot is part of ENZ’s Regional Partnership Programme, and will deliver key outcomes from the strategic roadmaps developed by the international education industry in 2014. ENZ is committed to supporting the development and growth of international education in the regions of New Zealand.”

  The funding is being used to create a role to implement the Hawkes Bay International Education Strategy.  Stephanie Kennard has recently been appointed to that role, working alongside Vicki Berkahn who has led the project through the initial stages.  Stephanie says, “The Education Hawke’s Bay initiative will provide schools and institutions alike with the ability to collaborate and create real growth.  I am looking forward to working alongside the members and the fantastic institutions they represent.”

  The first phase of the pilot will deliver activities including a Japanese agent tour, market research, the translation of marketing material and the set-up of a revenue monitoring framework. It will also scope the development of shared services such as management of value-added homestay packages and adventure education experiences.

  Hastings District Council has taken a strong leadership role. Economic and Social Development Manager Steve Breen says, “Progressing the collaborative aspect of regional economic development is something where Hastings District Council can add value.  International student attraction is a key project for our region’s economic development.”

  Education Hawkes Bay anticipates the business model will be self-sustaining by the end of 2017. ENZ will share successful elements of the model in other regions.

• New Zealand in Norway

  The ENZ Europe team recently attended student recruitment fairs in Norway’s capital city of Oslo and its second most populous city, Bergen.

  The New Zealand booth attracted a high number of students, mostly school leavers on the verge of deciding where to study, and all keen to hear about the possibilities for study in one of the lesser known education destinations.

  ENZ’s Senior Market Development Manager in Europe, Ute Haug, says, “New Zealand is an attractive country for Norwegian students, offering a relaxing lifestyle and exciting outdoor experiences, along with a high-value education that is recognised by Norwegian institutions and even funded, in some cases, by the Norwegian government.”

  As is the case in most markets, the first step in the Nordic region is still to raise awareness of New Zealand – and New Zealand education – in general.

  “New Zealand’s location and relatively low profile does not make it an obvious choice for students, especially given the rich array of study destinations available in their neighbourhood.

  “It’s important to be present in a market if we are to be on the radar of these students as they scan the options for overseas education, and participating in education fairs is one way of doing that”, says Ute.

  In Oslo, ENZ was privileged to secure a presentation slot as part of the official fair programme, with ENZ and Immigration New Zealand also jointly hosting an agent workshop for Norwegian and Swedish education agents in the Norwegian capital.

  To find out more about the opportunities in Norway, and other European countries, please email our Europe team.

• Agent e-learning upgrade

  Having trained agents ensures that prospective students get the right information about living and studying in New Zealand, helping make New Zealand their study destination of choice.

  This week Education New Zealand (ENZ) is upgrading the e-learning system to enhance the learning experience for users and make the training programme compatible with mobile devices. We have advised agents that e-learning will not be available from 2 – 9 February as we complete the upgrade.

  ENZ is also making progress on translating the e-learning modules into Chinese, Japanese and Spanish to support agent training around the world. We will let you know when these are available.