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Export Education Levy projects from 2016/17
The annual report covers the period from 1 July 2016 to 30 June 2017, and can be found on the Education Counts and ENZ website.
The levy is paid by education providers who enrol fee-paying international students in New Zealand.
“In 2003, the Government introduced the Export Education Levy to fund a wide range of development and risk management initiatives for the export education sector. This includes funding the Code of Practice which oversees the wellbeing of our international students while they are studying in New Zealand, as well as marketing, development, quality assurance and research for the sector,” says Belinda Himiona, Group Manager International Education, Ministry of Education.
Activities funded by the levy in 2016/17 include:
- Implementing the International Student Wellbeing Strategy
- supporting promotional activities in ENZ’s priority markets
- expanding the scope and regions in ENZ’s Regional Partnership Programme
Support for promotional activities in ENZ’s priority markets included digital marketing via the Study in New Zealand website, social media campaigns, fairs and events held overseas. It also supported in-bound agent visits and international media familiarisation visits to New Zealand.
Funding also went into expanding the scope of growth activities, and number of regions participating in ENZ’s Regional Partnership Programme, which works with international education providers, local government, regional economic development agencies and communities to encourage regional growth in international education.
Funding was also allocated to administering and monitoring the Code of Practice for the Pastoral Care of International Students. To support the implementation of the new Code of Practice, guidelines and other resources were developed and published on the New Zealand Qualifications Authority’s website. A letter of expectations was sent to all signatories advising them of the new Code of Practice and highlighting their responsibilities
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Around the world in five
AUSTRALIA
Visas and cost could dampen Australia’s growth prospects
Despite Australia’s international student numbers improving, agents at the recent ICEF ANZA workshop in Cairns said ongoing concerns in Australia could hinder the growth – citing difficulties with the new Simplified Student Visa Framework, high tuition fees and an increasing cost of living.
ASIA
‘Glocal’ students get a chance to attend foreign universities at home
As the competition for international students intensifies and the political climate in some Western countries becomes less welcoming, institutions are adapting and offering innovative ways of engaging with international students – including through international branch campuses (IBC).
GERMANY
What Germany is doing right to edge past the competition
Germany is comfortably poised among the top five education destinations worldwide. It is the fourth largest economy in the world, spends 9.3% of GDP on education, and its science and research reputation continues to draw inlarge numbers of international students. While this will remain Germany’s strength, efforts are being made to lure a more diverse pool of students.
GLOBAL
Younger universities outdo old in attracting international talent
Older schools have the upper hand in funding, teaching and research, but trail behind younger schools when it comes to internationalisation, the 2017 Times Higher Education (THE) Young University Rankings show. Newer universities do better than their older counterparts in attracting students from abroad as well as in publishing international research – a finding that researchers say reveals the priorities of these younger schools.
UK
The millennial shift to simple, authentic, and inspiring
In an online survey of more than 2,000 British millennials (ages 16 to 24), more than eight in ten respondents feel that it is important to continuously improve themselves in both skills and wellness, with 22% of respondents saying they study languages. The report also ties the impulse to better oneself to an interest in making the world a better place.
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New Zealand universities launch foundation programme with Malaysian college
Students enrolled in the new FCertNZ Foundation Programme will first undergo a one-year foundation course at KYSIC’s KYS Business School (KYSB) in Melaka before progressing to a three-year (or more) undergraduate degree in New Zealand. The foundation programme offers a variety of courses in humanities, commerce, sciences, engineering and health sciences.
The programme builds on an agreement signed in 2015 between KYSIC and the University of Otago, Victoria University of Wellington and the University of Waikato.
Datuk Kamaruddin, Chief Executive of KYSB and alumnus of Victoria University of Wellington, said the programme aims to create better educational opportunities for Malaysian students.
“KYS has always been at the forefront of quality education in Malaysia and the FCertNZ Foundation Programme kick-starts another chapter in our international education strategy.
“Through this new partnership with the universities in New Zealand, we hope that our students will continue to be exposed to high-quality education and gain valuable international experiences that can eventually help them meet the demands of both the local and global economy’s needs,” he said.
John Laxon, ENZ’s Regional Director for South, South East Asia & the Middle East, said the new foundation programme will provide a seamless pathway for Malaysian students to further their studies in New Zealand.
- Chilean delegation Otago 2
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Learn New Every Day – new global brand campaign launched to attract international students to New Zealand
The new campaign called Learn New Every Day, delivers a student’s point of view of the first-time experiences international students could encounter in a single day when they study with New Zealand.
ENZ’s General Manager of Marketing and Communication, Geoff Bilbrough, said that 'Learn New Every Day’ is designed to cut through in a very competitive market.
“We wanted to capture the essence of what it is really like to study with New Zealand, taking the perspective of a learner as they encounter new experiences, and convey the excitement and emotion as they go through their day.
“What makes the campaign more memorable is its high energy, positive, contemporary feel. And the first-person point of view approach is unique to the category,” Geoff said.
Geoff went on to say, “The scenes and scenarios in the campaign reflect our core values of a high-quality education and employability/future opportunities. These messages are woven through the campaign through imagery and action involving learners in a range of environments across all parts of New Zealand’s education sector, alongside the well-known adventure and social experiences. The featured imagery reflects what we know international students are looking for in a New Zealand education.”
Learn New Every Day was pre-tested and performed well in in-depth one-on-one interviews with students and parents from China, South Korea, India, and Viet Nam. Feedback was also sought from across New Zealand’s international education sector, who also responded positively to the concepts, their relevance to the young learner, and the clarity of the idea.
ENZ’s Global Brand Manager, Nick Sinclair, said that the campaign involved a mix of current international and domestic students from primary, secondary, and tertiary institutions.
“We had a wonderful time interacting with the international students while capturing these ‘first-experience’ scenes. They were really excited about the opportunity to take part in the decision-making process for other students and their parents as they choose their overseas study destination.
“The campaign communicates what we strongly believe is New Zealand’s competitive edge in the international education market. A New Zealand education experience is as much about the adventure, social experiences, and our unique culture and landscapes, as it is about the high-quality study opportunities that we offer”.
The campaign will run for at least 18 months. It is running initially in China, India, South Korea, Thailand, Viet Nam, and Japan targeting students aged 16 to 24 and their parents across all sectors including high school, university, Te Pūkenga, English language schools and private training establishments. Campaign assets include videos of various lengths, digital banners, and assets for the creation of off-line collateral such as banners, and other materials, in English and the local languages of our target countries.
As well as featuring across paid digital media in these countries, the campaign features on all 10 Study with New Zealand websites, in all communications with prospects that sign up to Study with New Zealand, and across all other ENZ channels.
All images and other campaign collateral can be found on ENZ’s Brand Lab here - Home | Education NZ Brand Lab | The ENZ Brand Lab
For media enquiries contact:
Stephanie Morison,
Senior Communications Advisor
Education New Zealand Manapou ki te Ao
+64 223020104, Stephanie.morison@enz.govt.nz
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Summer in NZ
The student retention workstream, a key focus of the Government’s Recovery Plan for international education, has delivered new resources, partnerships and online activity to support international students (and providers) over summer.
Alongside the Summer in NZ initiative, ENZ has been facilitating Instagram Live sessions on social media focused on the themes of wellbeing, employability, skill development and keeping students connected with one-another. For the schedule, visit the Summer in NZ page on the ENZ website, and watch on the StudyinNewZealand Instagram account (@studyinnewzealand). Further sessions will continue over summer.
A Tencent livestream with the theme of how to spend your summer in New Zealand was hosted by students on the NauMai NZ WeChat mini programme. Another two upcoming livestreams in the new year will feature how Chinese students are spending their summer and celebrating Chinese New Year in New Zealand.
ENZ has also partnered with LinkedIn and secured a number of LinkedIn Learning licences. We are now offering these to international students, via providers, free of charge to use over the summer period. This platform is used by education providers across the world to complement their existing courses.
ENZ has also been working with AFS New Zealand to deliver the Global Competence Certificate. The first course facilitated by Massey University began at the end of November. The next course begins 1 March – find out more and sign up here: https://www.massey.ac.nz/massey/about-massey/events/afs-nz-global-competence-certificate/afs-nz-global-competence-certificate_home.cfm
New NauMai NZ pages, developed in conjunction with providers and regional networks, have been added to NauMai NZ (under Summer in NZ), providing advice and information on activities and opportunities to engage and connect students over summer. Students whose programmes are finishing this year are also being encouraged to consider further programmes of study in New Zealand.
The Your Great Kiwi Summer Fair was held at the end of October. The audience was highly engaged, with initial feedback reporting that the fair was a useful source of information. Feedback will help inform future events with international students in New Zealand.
Since the fair, Northland Inc and Study Auckland have launched BeKiwi, a one-stop digital platform for international students looking for travel and volunteering experiences in the Northland and Auckland regions.
We understand this summer will be a very different one for many international students. We thank you for your support and encourage you to continuing sharing this information and these resources with them, as we stand together with our international students to make the most of their time here.
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US Fall recruitment tracking well
ENZ and representatives of New Zealand education providers spent the season interacting with students, parents and education professionals across the US at various recruitment fairs and study abroad fairs.
They also attended industry conferences, such as the NAFSA Regional Conferences which provided great opportunities to network with their US counterparts, reconnect with current partners and find new partners.
Lewis Gibson, ENZ Field Director, North America, said these events, against the backdrop of ENZ’s Future Proof 2.0 campaign, led to a spike in US visits to the Study Abroad page of the SiNZ website and sign ups to MyStudyNZ.
“This highlights the importance of combining digital efforts with in-market visits to the US, where personal relationships are important in ensuring the success of partnerships and the flow of students,” said Lewis.
States where New Zealand representatives were active directly corelate to increases in page views (see table below).
For example, SiNZ saw 9,234 and 7,359 unique visitors from California and Michigan respectively during 2018, out of a total of 71,549 US visitors.
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Reach out to students in Japan
ENZ’s Senior Market Development Manager – Japan, Misa Kitaoka, said the annual guidebook is the only Japanese publication officially supported by the Embassy in Tokyo and ENZ.
“Keibunsha publishes this study guidebook for many other English-speaking embassies and is a great opportunity for New Zealand regional bodies and education providers to promote their offering,” said Misa.
“As destination marketing plays a key part of edu-promotion in Japan, Keibunsha is offering a separate advertising rate for regional groups.”
To advertise, bookings must be made by 10 April.
For further details on the guidebook and pricing for regional groups, download the proposal here. For individual providers, download the proposal here.
