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ENZ to launch major global brand campaign, I AM NEW
As we re-enter a competitive global environment, the brand campaign will look to articulate the high quality of New Zealand’s education experience in a deliberately unique, ownable and attention-grabbing way.
This major campaign will initially run for 12 weeks, complemented by in-market activations, events, and local PR. It will feature eight students from all over the world, spanning across our education sector and regions.
Education New Zealand Manapou ki te Ao invited our eight students to work alongside world-famous Māori fashion designer Kiri Nathan to collaborate on designing a new type of education garment that embodies the cultural values that make a New Zealand education unique: manaakitanga, kaitiakitanga, and the pōtiki spirit of youthful energy and finding a better way. Through the narratives we tell focussed on the students’ experiences and goals, we’ll explore themes such as work and career readiness, sustainability, and innovation through collaboration.
Campaign assets will be available on The Brand Lab, with reporting data to be shared regularly. We look forward to reopening New Zealand education to the world in an inspiring way that only New Zealand could deliver.
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Around the world in five
FINLAND
University World News: What makes international students want to stay on or go?
Three-quarters of bachelor degree graduates and two-thirds of masters and doctoral graduates live on in Finland for three or more years after their degree, according to new research.
NEW ZEALAND
Checkpoint: Education NZ chair details exemptions for foreign PhD students
Interview with Education New Zealand Chair Steve Maharey. "They can come from any country as long as they are involved in PhD study, or they are Masters students."
GLOBAL
University World News: Combating discrimination against international students
Our findings outline disturbing trends in discrimination and racism that must be dealt with urgently by universities in the immediate aftermath of COVID and in the longer term. While this list is certainly not exhaustive, we provide the following suggestions for ongoing social support for and inclusion of international students
UNITED STATES
The PIE News: “Perceived barriers” driving prospective students away from US
While the US higher education community has overcome many of the political and Covid-19 related challenges facing the international education sector, a great deal of “perceived” barriers remain for prospective students considering the US, which could be detrimental for recruitment efforts in the future.
JAPAN
Japan eases restrictions for international travellers, including students
Japan is opening its borders again to international students with visas for longer-term studies. The number of daily arrivals is limited for the time being with greater emphasis given to key sending markets in Asia.
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New initiatives to keep New Zealand education dream alive in Viet Nam
Earlier this year, ENZ asked study providers how we can support the visibility of New Zealand schools who usually operate in the Vietnamese market.
Two proposals have now been selected.
The first will fund Year 10 students from five Manawatū schools to undertake a customised version of AFS’ Global Competence Certificate (GCC).
AFS is partnering with Massey University to facilitate the programme and each New Zealand school will partner with a Vietnamese school from TTC Education, ENZ’s private school network partner with over 18,000 students.
Students from both countries will join weekly virtual workshops facilitated by Massey University – in the last four weeks of New Zealand’s school year – focused on developing the students’ lifelong global ‘power skills’ and providing them with an opportunity to interact and connect directly with their overseas student counterparts.
CEDA and Palmerston North City Council will offer scholarships for up to 25 Manawatū students to participate in the Vietnam GCC, while ENZ will fund the same number of students to participate in Viet Nam.
The second initiative will support the development and implementation of a digital marketing strategy for 14 New Zealand schools. This initiative, which is being delivered by Lightpath Consulting Group, will include dedicated in-market representation, market advice, agent engagement support and a customised Vietnamese website.
The activities will help build a strong, in-market sector presence while borders are closed. They will enable the schools and ENZ to engage through tailored digital marketing programmes to boost the reputation of New Zealand schools with Vietnamese audiences.
Viet Nam is an important market for New Zealand schools. In 2018, it was one of our only source markets to record student growth on the year before, with 39 percent more Vietnamese students choosing to study here.
“Education New Zealand remains committed to supporting New Zealand schools’ activity in Viet Nam and given the current challenges presented by COVID-19, we believe that supporting in-market representation models will maintain visibility in a market which has demonstrated continued growth for the sector,” ENZ Regional Director – Asia, John Laxon, says.
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- Victoria GSA photo
- Arash Tayebi pic 02 with Grace Covey
