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• Tauranga-based group visits Korea

  E-News caught up with one of the organisers of the visit, Education Tauranga’s Anne Young.  

  What led to the decision to visit Korea as a group of institutions?

  Education Tauranga’s 2013-2017 strategy focuses strongly on collaboration between member institutions. We find that we can make more of an impact in a market as a group, and, with a diverse range of institutions participating in activities, we can demonstrate the pathways that exist within our region to cater for all levels of education.

  Korean students are enrolled in the full range of education institutions in Tauranga – from primary right through to tertiary. This is one of the reasons Education Tauranga’s Korean student numbers have continued to rise in 2015, while declining in New Zealand overall. We also attribute our success in Korea to the fact that we have committed local agents, strong local government support, highly effective links with the Korean community in the Western Bay of Plenty and institutions that provide excellent education and care to all international students, including those from Korea.

  In choosing Korea as our group visit destination, we were able to further capitalise on our already strong position in that market.  

  What are the advantages of a group visit such as this?

  The main advantage of a group visit is that it’s easier to get noticed and to secure meetings than when you’re an individual institution travelling on your own. Promotional costs can be shared, too. In our case, 21 institutions were pitching in, meaning our advertising dollar went a lot further, resulting greater numbers of prospective students at our fairs and good attendance of officials at other events.

  Having trip organisers taking care of all the planning, organising and bookings meant it was a much more efficient process for everybody. It also alleviated stress for some first time travellers to Korea who didn’t have to face many of the challenging ‘unknown factors’ that can pop up when organising your own recruitment trip.  

  What are the downsides?

  I don’t think there are any particular disadvantages to marketing as a group offshore. However, there are challenges in the logistics of dealing with such a large group, such as transport arrangements and getting everyone to where they need to be on time, as well as ensuring that planned activities are of benefit to all institutions from a range of sectors.  

  What were the highlights?

  We attracted over 400 prospective students through our fairs which was a great success for one small region of New Zealand. The students who came along were already pretty well informed about Education Tauranga’s education offerings, demonstrating that the effort that we put into advertising prior to the events hit the mark!

  Several alumni families also attended the events, and it was wonderful to see them engaging with prospective students and their families and giving their perspective on what studying in our region is like.

  The support of big New Zealand brands such as Zespri was also fantastic; their product promotion at our fair went down really well.

  Being hosted at the New Zealand Residence by the Deputy Head of Mission to Korea and Education New Zealand was also a highlight as we were able to recognise the contribution they had made to ensuring our activities were a success.  

  Are there any outcomes on the horizon or promising connections made?

  We’re hoping our visit will result in an increase in student numbers from Korea in 2016. The signs are promising so far, with many new students expressing an interest in coming here. Time will tell however!

  We have also strengthened relationships with Tauranga’s ‘friendship city’ of Ansan, with a larger study tour group coming in 2016 than came in 2015.  

  What would you do differently next time?

  The visit to Korea was our second regional group visit (we visited China together as a group in March this year) so we already had experience in what did and didn’t work and were able to iron out any issues prior to this trip.  

  Any hints and tips for together groups thinking of undertaking this sort of group visit?

  I think undertaking a visit of this kind is very effective for regions or groups of institutions. My top tips for making your visit a success are as follows:

  • Do your research and have a plan. Know exactly what activities you want to do and why

  • Involve all participating institutions in the planning process

  • Make sure you have support from local councils and your Economic Development Agency

  • Enter the market with a strong brand that all participants believe in

  • Make sure you have translated materials and have translators who know your product/region

  • The work you do prior to arrival is just as important (if not more than) as the work you will do while in country

  • Work with ENZ and local Embassy staff

  • Leverage your alumni

  • Follow up with the people you met with during the visit!

   

• Launch of a visa-free guide for students

  To help students prepare to enter New Zealand, Education New Zealand and Immigration New Zealand have launched a guide including the information required to enter New Zealand visa free. The guide is also available in Arabic and is particularly helpful for students travelling from the Gulf-Co-operation Council Countries during the Northern Hemisphere summer. You can check out both versions of the Travelling and Studying in New Zealand guide here.

  Further translations will be added in due course.

  If you've got students travelling to New Zealand from visa-waiver countries, or you're a student advisor in these countries then you may want to consider familiarising yourself with, and distributing the brochure.

• Open Hearts, Open Minds, Open Books

  New Zealand’s Guest of Honour presence at the Taipei International Book Exhibition (TIBE) had a strong education flavour as Education New Zealand staff and six education publishers participated alongside a cast of leading New Zealand authors and other New Zealand publishers.

  Education New Zealand contributed $100,000 to New Zealand organiser Publishers Association of New Zealand (PANZ) to support the participation of the Wendy Pye Group, ESA Publications; MJA Publishing; Lanky Hippo Publishing; the New Zealand Council for Educational Research; and Clean Slate Press at TIBE held over 11 – 16 February 2015.

  TIBE is the largest book fair in Asia and acts as a gateway to the region. In 2014, TIBE had more than 500,000 visitors, over 1,000 events for visitors or publishers, more than 700 domestic and international reporters and 423 international publishing houses in attendance. 

  This year TIBE brought in free entry for school-aged children, which was expected to boost visitor numbers as well as providing an expanded audience for Education New Zealand’s “Study in New Zealand” messaging.

  New Zealand’s Guest of Honour status ensured that we received prime positioning within the fair venue as well as enhanced interest and attention from media; Taiwan authorities; and industry representatives seeking to buy rights. 

  A wide-ranging programme included strong publisher presence, public presentations, kapa haka performances, carving by the New Zealand Māori Arts and Crafts Council/Ngā Kete Tuku Iho, a visiting author programme, and offsite events including an art exhibition. The eye-catching New Zealand Pavilion – in a design of three Māori tokotoko (orator’s sticks) – exemplified New Zealand’s “Open Hearts, Open Minds, Open Books” theme.

  “Education New Zealand has previously supported our education publishers’ attendance at such key international trade events, as it gives them the opportunity to explore new markets and opportunities in a dedicated business setting”, said ENZ’s Business Development Manager, Adele Bryant.

  “Dame Wendy Pye was busy at her stand following up leads she attributed to attendance at Frankfurt 2012 where New Zealand was also Guest of Honour and ENZ supported education publishers.”

  

  Above: Dame Wendy Pye and a young Taiwanese student demonstrating one of Wendy’s education tools.

  While the delegation of education publishers represented a mix of experienced and new exporters, all were united in having high-quality products that represented New Zealand's reputation for innovation and quality education. 

  “ENZ support for TIBE and earlier scoping visits to Hong Kong and Seoul has helped profile our strengths in education publishing to Asian publishers. The New Zealand delegation has been able to understand how their product can better fit the market as well as meet new business leads”, said Adele.

  ENZ’s Regional Director – Greater China, Alexandra Grace, also delivered presentations profiling New Zealand as a high-quality education destination that fosters innovation and creativity in its students.

  “It was inspiring to deliver these presentations as part of New Zealand’s Guest of Honour programme”, said Alex.

  “Being part of a programme that included such creative and talented New Zealanders as Eleanor Catton, Witi Ihimaera, and Joy Cowley – not to mention our education publishers, who are seeking to inspire, delight, and educate children around the world with their innovative learning tools – was a real buzz. Their presence complemented perfectly the message I was seeking to make about New Zealand as a place where ideas and talent are nurtured and developed.”

  “I was also able to point to Eleanor Catton and Witi Ihimaera – both of whom teach at Manukau Institute of Technology – as being event-appropriate examples of how New Zealand delivers applied education in a way that is closely linked to industry.”

  Education New Zealand will continue to work with TIBE participants and other education publishers to assist them in finding opportunities to promote their products, skills and expertise offshore; as well as working to promote New Zealand as an education destination of choice to students from Taiwan.

  For further information on New Zealand’s participation at this year’s Taiwan International Book Exhibition, visit: www.publishers.org.nz

  To find out about other connections our education publishers made on their way to Taipei, read here. 

  Below: Inside the NZ pavilion ENZ Regional Director – Greater China, Alex Grace, presents on the strengths of NZ education publishing.

  

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