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Sustainable growth for schools
Industry experts shared their vision of sustainable school growth at NZIEC.
Why should students choose your school?
Dr Stephen Holmes, founder and Principal of The 5Rs Partnership, says the international school landscape is compelling for students.
He believes New Zealand schools will benefit from having clear, distinctive positioning.
“Find a cogent and compelling reason for your audiences to choose your school over others,” he says.
Stephen’s top tips include:
- Find your school’s intrinsic strengths rather than trying to be everything to everybody. “Don’t give me 50 reasons to choose you – give me three reasons to choose you.”
- Communicate substance – teaching, pedagogy, curriculum and staff.
- Back up your claims with evidence of the impact you have on students.
- Make sure staff are engaged with your messaging, so the rhetoric is backed up by the delivery.
- Focus on reputation and co-brands (affiliations, partnerships; who goes to your school).
- Word of mouth has more impact than traditional marketing. Parents, staff and former students are all important advocates.
How to promote internationalism
For John van der Zwan, Executive Director of SIEBA, internationalisation is a powerful driver for student recruitment and an essential element of future-focused education.
He says the aim of internationalisation is to help students become culturally competent and globally ready.
John believes internationalisation requires a commitment across all areas of the school, and should be embedded within teaching and learning.
The role of international staff in internationalisation, he says, is to:
- Support or coordinate cultural PLD (professional learning and development).
- Promote and lead cross-cultural activities.
- Write a paper for the board and school leaders.
- Be an advocate and make conversations happen.
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Six million students look to NZ's teachers in digital campaign
On 8 October, ENZ launched Future Proof 2.0, the second iteration of its successful “Future Proof” marketing campaign from earlier this year, which raised awareness of New Zealand’s #1 ranking in the Economist Intelligence Unit’s Worldwide Educating for the Future Index.
Philippa Brown, ENZ’s International Digital Content Manager, said the new campaign aims to personalise the ranking by showcasing the teachers and academics who make New Zealand’s education system world leading.
“Brand research has shown that teacher quality is an important factor in decision making – so the campaign’s central message is: Our teachers lead the world in preparing students for the future.
“By creating campaign videos, profiles and photos of our teachers and the ways they work to encourage and challenge their students, we hope to attract more international students seeking that same learning environment.”
The campaign will run over eight weeks across 14 of ENZ’s strategic markets, and has already reached over six million students and attracted close to 4,000 to sign up to our database.
“These prospective students receive a series of emails that further tell New Zealand’s education story and encourage them to register for My StudyNZ, where they can find study programmes aligned to their interests, and connect directly with New Zealand institutions and agents.
“Future Proof 2.0 offers a fantastic opportunity for New Zealand providers to increase the impact of their own marketing by aligning their activities with the campaign. For example, they can highlight their region’s or institution’s teachers while the campaign is running.”
Providers can access free Future Proof 2.0 assets in The Brand Lab, including videos, imagery and other content.
Click here for more detailed information on the campaign approach, key messages and how you can make the most of this campaign.
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Kiwi educational publishers promote NZ at Frankfurt fair
Running over five days in early October, the Frankfurt Book Fair saw publishers, agents and authors from all over the world converge to deal in rights and talk books, with many opportunities to forge new publishing relationships.
This year, nine publishers from commercial and educational areas of New Zealand publishing shared the collective stand under the PANZ (Publishers Association of New Zealand) banner, with ENZ proudly sponsoring Dame Wendy Pye, Sunshine Publishing; Tracy Strudley, Global Education Systems Ltd; and Nicola Smith, Essential Resources.
New Zealand publishers have steadily cemented a firm and respected place at the fair, riding high on the back of being Guest of Honour in 2012.
PANZ President and Publisher at Oratia Media, Peter Dowling said the support from Creative New Zealand and Education New Zealand has helped them to promote New Zealand literature and educational publishing internationally.
“With help from these two agencies, we’ve worked hard to expand New Zealand’s global presence over the last year, adding two new book fairs to our roster alongside Frankfurt — the Bologna Children’s Book Fair in March, and the Guadalajara International Book Fair in November.”
For many educational publishers, these fairs are key platforms to launch globally. To help educational publishers prepare for these opportunities PANZ, supported by ENZ, will host a free networking lunch and workshop in Auckland focussing on export rights. This will be a valuable opportunity for educational publishers interested in extending their international reach, and is open to non-PANZ Members.
If you’re interested in the global opportunities for educational publishing, please connect with PANZ at admin@publishers.org.nz or with ENZ’s Business Development Manager Annabel Robertson at Annabel.Robertson@enz.govt.nz
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Christchurch highlights regional education pathways
Attracting more international students to come to Canterbury for secondary school study and stay on for tertiary studies has been the key focus of a nine-month project by ChristchurchNZ and Christchurch Educated, with support from Education New Zealand Manapou ki te Ao.
A series of education and career planning resources has been produced for school staff to help guide students along their study pathways. These resources, which are available as web pages, a downloadable pdf, and as printed booklets and activities, host important information and advice about tertiary study, while showcasing the three high-calibre public tertiary institutions in Christchurch. The response has been enthusiastic and International Directors at Canterbury secondary schools say they are already being used successfully to support current international students.
“I used the resources with my Year 11s the other day. It was an outstanding exercise. I used the planner and had them all so focused,” says Colleen Steyn, Director of Middleton Grange School's International College.
Video case studies are another essential marketing component of the study pathway project. The stories feature three young Chinese students talking about their education journeys, and why they love living and studying in Christchurch. All three moved to the city in their mid-teens and discovered the Kiwi lifestyle and culture was the right fit for them.
Caroline Su has discovered a career in construction
Caroline Su spoke little English when she arrived as a 15-year-old, nine years ago, and now she is helping Christchurch grow, through an exciting new role focussed on commercial renovation.
“The construction industry probably wouldn’t have been a possible pathway for me if I had stayed in China. The more self-directed style of learning here let me change my major when I discovered I wanted to be in construction. I wouldn’t have done that in China,” Caroline says.
Stella Liu is loving life and her teaching career in Christchurch
Quan Zhou is studying for an agricultural science degree
Stella Liu followed her passion as an early childhood teacher in Christchurch, while Quan Zhou is in his second year studying towards a Bachelor of Agricultural Science at Lincoln University. He is looking forward to starting his career and with Canterbury’s strong agritech sector, Quan is confident this will lead to a wide range of career options.
The project also launched an initiative to further strengthen relationships between tertiary providers Ara Institute of Canterbury, Lincoln University, and the University of Canterbury. Each hosted a familiarisation event for international school staff and included an opportunity to meet with alumni and current students. The well-attended events received positive feedback and were a valuable experience for schools as well as the tertiary providers.
Stefi Porter, International Education Partnership Manager at ChristchurchNZ, says the project has opened doors to new conversations and collaboration between Christchurch Educated providers.
“This project has been a great opportunity to work together as a region to build back up after the challenges of the last two years.”
The project complements the strong Christchurch Educated community and will support the sector to build back collaboratively and more sustainably.
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Update: Developing Viet Nam for the New Zealand school sector
John Laxon, ENZ Regional Director - South, South East Asia & the Middle East, would like to thank the 87 schools that participated in the webinar (a recording is available on IntelliLab here) and the 56 schools that have expressed interest in participating in a sector-wide initiative for Viet Nam.
“We’re excited by the overwhelming interest from New Zealand schools in a co-ordinated market development plan for Viet Nam and look forward to partnering with them to grow the numbers of Vietnamese school students in New Zealand.”
ENZ is now working with SIEBA on how New Zealand schools can be involved in the strategy or broader market development initiatives. This process will include capturing the wide variety of secondary schools including state, integrated and independent schools along with a mix of single sex and co-ed schools.
Richard Kyle, ENZ Business Development Manager, says the aim is to ensure representation from as many regions as possible to showcase both the variety of the school sector and New Zealand communities.
“It is challenging but we want to get it right, as selected schools will have priority at the ENZ fairs in Viet Nam in March,” said Richard.
ENZ hopes to inform all schools of their involvement in the strategy or broader market development initiatives by the week beginning 18 November.
For any questions, please contact richard.kyle@enz.govt.nz.
