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• New Zealand Global Competence Certificate

  The cultural exchange programme started as a pilot partnership between Education New Zealand Manapou ki te Ao, AFS Intercultural Programs Inc. and Massey University in 2020.  Initially set up to support international students remaining in New Zealand due to COVID-19, the programme has expanded rapidly, enabling us to maintain and grow relationships with key international partners. With limited travel opportunities, we can still build global citizenship by connecting students and teachers with peers across the world.   

  The NZGCC, delivered by Massey University, develops cultural self-awareness, emotional resilience, and builds bridges across cultures. It also piques people’s interest in visiting each other in better times. Participants in the programme have described it as ‘life-changing’.   

  The programme delivers animated videos, quizzes, assignments, and weekly live sessions for learners to talk with each other online in a virtual classroom in real time and learn about life from perspectives other than their own.   

  Watch a short video clip about the GCC in 2021.

• Building agricultural links with Japan through education

  “Stereotypes remain strong in Japan when it comes to farming - predominantly male, manual labour and rural. Through bespoke education programmes, we aim to increase awareness of agriculture as an attractive business for both men and women,” says Misa Kitaoka, ENZ’s Director of Education, Japan.  

  On 22 December 2021, Education New Zealand Manapou ki te Ao joined Ministry for Primary Industries (MPI) in hosting a luncheon for students and teachers from Osaka Nohgei High School.  This agricultural high school won the “New Zealand Embassy” prize in the National Agricultural High Schools Website Competition. The competition, organised by Japan’s Ministry of Agriculture, Forestry and Fisheries (MAFF) Young Farmers and Women Division and Keio University, started in 2017.  

  The competition aims to support future generations of farmers, revitalise Japan’s agricultural sector and increase productivity through greater use of technology. The New Zealand Embassy supports the competition each year by offering a gift of kiwifruit from Zespri and hosting a luncheon at the Embassy for the winning school. 

  ENZ has facilitated opportunities for Japanese agricultural students and farmers to study in New Zealand on scholarships since 2014.  Following the signing of the partnership agreement between Education New Zealand and the Hokkaido Board of Education in 2020, ENZ and MPI representatives based in Tokyo called on the Hokkaido Board of Education in 2021 to discuss the Agricultural School Exchange Programme, which aims to provide future generations of Hokkaido and New Zealand farmers with professional development and international friendship opportunities.

  The programme, scheduled to get underway in 2023, will see Hokkaido students placed in New Zealand secondary schools with a focus on learning about the benefits of New Zealand’s pasture-based dairy farming and support for women in farming. 

  These programmes build on visits to Taranaki and Southland several years ago by Japanese female agricultural students, to study at secondary schools and experience homestays, in order to gain insights into the local farming industry and to learn about how women take leadership roles in the primary sector. The programme was supported by Japan’s Ministry of Agriculture, Forestry and Fisheries, in consultation with New Zealand Ministry of Foreign Affairs and Trade, Ministry for Primary Industries and ENZ, and was administered by the Japan Agricultural Exchange Council.  

  Misa says ENZ and MPI are continuing to work together to encourage Japanese students and farmers to change their ways of thinking around farming.

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• 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 

• Publishing Association NZ launch international education website

  Supported by funding from Education New Zealand Manpou ki te Ao (ENZ) under the Future Focus Programme (FFP), the new website profiles New Zealand education publishers for key export markets and customers. Earlier FFP research highlighted that being visible online was one of the key challenges facing New Zealand education publishers seeking to grow their exports.

  The website enables education publishers to showcase New Zealand’s pioneering work in Reading Recovery, Big Book shared reading, and resources for the revitalisation of New Zealand’s indigenous Māori language and culture. 

  It aims to support marketing efforts in the key markets of Australia, China, the United States, and the United Kingdom. It will also be used to support New Zealand’s presence at major education publishing events, such as Bologna Children’s Book Fair and the Frankfurt Book Fair, in 2022 and beyond. 

  The website allows for a quick and easy search including by publisher, category, and publishing rights and demonstrates the quality of education products and services developed in New Zealand.  

  Alana Pellow, Business Development Manager at ENZ, says Catriona Ferguson, Association Director of PANZ and her team worked hard to bring this website to life, with the help of education publishers who provided great content. 

  “The outcome is a user-friendly, appealing and comprehensive website that will showcase the unique products and services of our education publishers to the world,” says Alana. 

• Strong interest in Aotearoa New Zealand from Latin America

  Students ranked New Zealand second highest as a destination of interest for a future international education programme.  The top factors influencing their decisions post-COVID-19 were visa processing, accommodation costs and the academic quality of the institution.

  The top decision-making factors for agents were course costs, border settings and airfare costs. 

  New Zealand ranked highly for competence in managing the pandemic and health control, but it ranked fourth for agents on adequate infrastructure for the reception of international students in the near future.  Both agents and students said face-to-face was the preferred mode of study. 

  Education New Zealand Manapou ki te Ao sponsored the survey run by the Brazilian Education and Language Travel Association (BELTA) across Latin America, to measure the impact of the COVID-19 pandemic on the international education sector.

  ENZ’s Latin America team shared the BELTA Latin America 2021 survey results with around 50 industry representatives and agents at a virtual forum in December 2021.

  The event also celebrated ENZ’s Recognised Agencies (ENZRA) for their contribution to maintaining the visibility of New Zealand’s education brand during the pandemic. 

  You can view the webinar and related materials on Intellilab here.