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  • Insights from China

    Session One: It’s all about the relationship: that’s the main message to emerge from a panel discussion between education providers that have partnered with institutions in China.

    Professor Alister Jones is Senior Deputy Vice-Chancellor of the University of Waikato, which has a joint institute to fully deliver its degrees at Zhejiang University City College in Hangzhou.

    “It can take 15 to 25 years to create those relationships so it’s important to maintain your China team,” says Alister.

    Steve Burt, Director of International Education at Kāpiti College, says his school began developing its ties with schools in China by working with a Chinese education bureau eight years ago.

    For the Eastern Institute of Technology (EIT), developing relationships with organisations in China’s provinces help it diversify and build on its strengths in viticulture and wine.

    Fred Koenders, EIT’s Executive Dean for Commerce and Technology, says China is looking to increase its capabilities in vocational education.

    Tips for forming partnerships

    The panel’s tips for partnering with institutions in China include:

    • Do your research.
    • Be prepared to invest time and money into developing the relationship.
    • There is no substitute for face-to-face communication.
    • It’s critical to have a fluent Chinese speaker on your team.
    • Your Chinese partners may become friends for life.

    Session Two: Digital marketing in China

    China has a unique and challenging digital landscape. So how can New Zealand’s education sector use digital marketing to effectively promote themselves in China?

    Euan Howden, ENZ’s Director of Marketing Platforms and Campaigns, and Jordi Du, New Zealand General Manager of digital agency UMS, shared their insights into China’s social media landscape at NZIEC.

    Is WeChat enough?

    Jordi advises education providers adopt an omni-channel approach to digital marketing in China, rather than relying on WeChat.

    He says it’s important to look beyond WeChat because:

    • There are barriers to registering a WeChat official account.
    • It can be expensive to invest in content, media and campaigns.
    • It’s difficult to measure conversion.
    • WeChat isn’t the right channel to target Generation Z (born from the mid-1990s to early 2000s) or possibly Generation Y (born from 1980 to 1994).

    ENZ’s approach

    Western websites and social media platforms have issues with accessibility, performance and loading speed in China, so ENZ has created bespoke digital technology to share the New Zealand education story with Chinese students.

    We have multiple touchpoints with our Chinese audience, including an official WeChat account, a China-hosted version of our Study in New Zealand website, email, online media and a WeChat mini program to encourage students to use our My StudyNZ tool to connect with New Zealand education providers.

    Creating a content strategy

    When it comes to content strategy, Euan says some things are the same in China as they would be anywhere else.

    “People want relevant content, in the right place, that resonates with them and makes them want to learn more.”

    He advises using your own sources, such as current students, alumni, parents and agents, to create and share content across channels and tools.

    Euan also suggests: 

    • Choosing the right platform by understanding where your target audience is.
    • Developing carefully targeted content in the best possible format.
    • Aligning with ENZ’s campaigns for better brand recall.
    • Exploring and making use of key opinion leaders (KOLs) in China.

  • Letter from the CE: Navigating our changing world

    A huge thank you to all those who joined us in Auckland for 2019’s NZIEC. The conference was filled with fascinating presentations, promising new connections and enlightening discussions. It was, however, the collaborative spirit, warm reception and energy of those who attended and presented that made this year’s conference our best yet.  

    Like many sectors, we are now operating in a state of constant change in terms of students’ needs and wants – and the challenges and opportunities that stem from this was a focus of discussion across the three days of events. NZIEC’s keynote speakers – Guy Ryan, Dr Lisa Coleman, and Professor Chris Gallavin – presented an impressive range of perspectives and ideas across areas including youth leadership and the role of global connectedness, inclusion and diversity, and the value of working together across different sub-sectors.  

    Our environment is also changing. NZIEC 2019 followed an announcement by Minister of Education, Chris Hipkins, about reforms for vocational education in New Zealand. The reforms are intended to ensure the vocational education sector continues to be globally relevant as the nature of work and the skills required in the workplace shifts. Seven key changes will be made, the major one being the establishment of a single public network of vocational training institutes. For more information on the Reform of Vocational Education, click here.

    I would like to reiterate the Minister’s reassurance that the changes will be introduced gradually over several years. International students can continue to enrol here with confidence, knowing we are in the process of making their education experience even better. At ENZ we are looking at the opportunities a strong national identity for New Zealand’s vocational training presents offshore.

    Lastly, the conference was a chance to acknowledge our strong education relationship with Japan, our country of honour. The nation is the third-largest student source country for New Zealand’s international sector. In 2017, for example, we had 10,272 Japanese students study here. I am confident this relationship will continue to deepen with lots of activity planned in the year ahead.

    I hope you enjoy reading this special NZIEC edition of E-News.

    Ngā mihi,

    Grant

    Grant McPherson, Chief Executive of Education New Zealand

    Grant McPherson5

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  • Keynote speakers Chris Gallavin

  • Statement from Linda Sissons, Acting Chief Executive

    We are deeply saddened by the tragic passing of international students in a road accident near Lake Tekapo on Saturday. 

    Our thoughts and prayers are with the families of the victims, the campus communities at the University of Canterbury and Victoria University of Wellington and the wider Malaysian student community in New Zealand.

    We hope those injured in the crash make a full recovery.

    We are grateful for the community of support that has emerged around the accident in New Zealand and Malaysia to aid the victims and their families during an extremely distressing and challenging time – heartfelt thanks to our emergency response teams, the Malaysian community in Ōtautahi Christchurch, universities, and locals who responded to the scene.

     

    Linda Sissons

    Acting Chief Executive, Education New Zealand

  • Brazilian students ready to travel to New Zealand

    Academic performance and class attendance were a key focus of the selection process for the students, who are between 14 and 16 years old. They were chosen to represent all regions of the state, which has a population of around 11 million people and an economy with a strong emphasis on agribusiness. 

    Their trip is scheduled for late July. Students will fly into Auckland, and most will travel on from there to other parts of New Zealand: Rotorua, Napier, Palmerston North, Wellington, Christchurch and Invercargill. They will study in regular classes at New Zealand schools and stay with local families. The goal of the immersion is not only for them to get to experience the New Zealand education system, but also the way of life of New Zealanders, leisure options and New Zealand scenery. 

    Brazilian students at the presentation of the study abroad programme to New Zealand.

    To mark the beginning of the study abroad process, the teenagers participated in a two-day orientation session in Curitiba, the capital city of Paraná state. At the event, they received information for their trip: how to prepare their luggage, necessary documents, items that can be taken, what to do when arriving in New Zealand, among other tips. 

    (l to r) Ana Laura, Isabela Camargo, Gabriela Martins and Maria Eduarda are ready to study in New Zealand.

    Friends Maria Eduarda (14), Isabela Camargo (15), Gabriela Martins (15) and Ana Laura (14) paid close attention. They have never travelled abroad and are very excited about the chance to study in New Zealand. Maria Eduarda commented that she wants to “make many friends and keep in touch with them even after returning to Brazil”. Isabela hopes to “find a totally different culture, even school I think will be different”. 

    For Gabriela, the goal is “to learn a lot about New Zealand culture, especially about the Māori. I want to learn skills that will really prepare me for the future, as well as improve my English language.” Ana summarises her expectations for the trip: “I think I will return to Brazil with a new perspective on life.” 

    ENZ’s Market Development Manager in Brazil, Bruna de Natale, presents information on New Zealand education to students.

    Bruna de Natale, Education New Zealand's market development manager in Brazil, joined the event to present information on New Zealand education for the Brazilian students. She highlighted the quality of New Zealand’s educational institutions, their focus on useful skills for the future and explained how they work to prepare global citizens able to tackle issues such as sustainability, human rights and development. 

    The New Zealand schools that will be hosting the Brazilian students are: Central Southland College, Freyberg High School, Havelock North High School, Howick College, Hutt Valley High School, Kapiti College, Oxford Area School, Paraparaumu College, Rangiora High School, Selwyn College, and Western Heights High School. 

    This programme is fully funded by the Paraná Government, through Paraná’s Secretary of Education. 

     

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  • Ask New Anything: ENZ's next global campaign

    I Am New Grid2

    Launching in mid-October, ENZ’s global digital campaign 'Ask New Anything' is our most technically sophisticated campaign yet.

    The 'Ask New Anything' campaign aims to challenge commonly held perceptions of New Zealand and increase awareness of the country as a high-quality study destination. It does this in a new and innovative way – by inviting audiences in 14 international markets to question what they know about New Zealand. 

    'Ask New Anything' will be the first time the refreshed 'Think New' brand has been widely used in digital channels. To read more about ‘I AM NEW’, see the E-News story ‘A brand NEW day’. 

    The campaign brings together ENZ’s digital insights, the refreshed brand and the Study in New Zealand chatbot Tohu, to give prospective students the answers they need to make an informed study decision.

    The creative concept

    Drawing on Google search data, China-specific insights and data from Tohu, we’ve pulled together a list of the most commonly searched questions about studying in New Zealand.

    We put these questions to real international students, a New Zealand student, a teacher, a parent and an employer and recorded their responses in 100 unscripted videos.

    As well as being used on YouTube, Facebook and other digital media, the videos will be available on demand in Tohu the chatbot (who can be found on the studyinnewzealand.govt.nz website, the NauMai NZ website and Facebook Messenger).

    If asked a question it cannot answer, Tohu will direct prospective students to a new Facebook group or Instagram Live event, where they can ask current international students their questions in real time, delivering on the promise that you can 'Ask New Anything'.

    In China, the campaign  will use the most relevant questions for the market within WeChat and other local platforms.

    ENZ Director Platforms and Campaigns, Euan Howden, says: “Harnessing our award-winning data and marketing platform, we're bringing the refreshed 'Think New' brand to life with a level of technical sophistication that we couldn't have dreamed of a year ago. I'm looking forward to seeing how audiences engage with this campaign, and how this affects their perceptions of New Zealand as their preferred study destination.”

    Introducing the new brand

    The campaign will be the first global digital showcase of the refreshed 'Think New' brand which  positions our international education brand for success and defines quality by the ways we help students make their mark on the world. Additionally, the campaign captures New Zealand’s values of societal openness, transparency and manaakitanga.

    ENZ Director Brand and Design, Kaylee Butters, says: “This is the most interactive campaign we’ve run to date. The involvement of our Kiwi Ambassadors and the direct connections enabled by the Facebook group and Instagram Live events really underpins the authenticity of the brand and puts our students right at the heart of the creative concept.”

    More information

    To find out more about the campaign, and how you can leverage this activity in your own marketing, please click here. This webpage will be updated regularly throughout the campaign as new information and resources become available.

  • Submissions open: Do you know an exceptional international student in Wellington?

    excellence awards

    Labour MP Paul Eagle with Natasha Faziera Mohd Fadzil, who studied at Victoria University of Wellington, with her Leadership Award from the 2018 Excellence Awards. 

    Applications for the Wellington International Student Excellence Awards opened Wednesday, 18 September. 

    Established by WellingtonNZ, these awards recognise the achievements and contributions of international students from around the region.  

    We would love to hear about your successes during your studies in Wellington – whether academically, in the arts, sports, or in the community. Make sure you encourage any international students or graduates in Wellington to enter. 

    Applications must be submitted by 14 October. To find out more, click here.

     

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