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  • Merry Christmas from ENZ

    Earlier this month I was forwarded a message from the proud and grateful parents of a Chilean ‘penguin’ secondary school student. The parents of this student were sharing with his school how energised and enthused their son had returned home, filled with new experiences, friends and knowledge.

    “Our beloved son is back home. His smile remains the same…his enthusiasm and spirit have been renewed. He comes bearing experiences, friends, brothers and sisters, voices and knowledge,” they wrote.

    It was an inspiring and moving letter, and one that reminded me why we are all involved in international education. One of the benefits of this industry is that it can positively change lives, and not only for the students. The three exchange students my own family have hosted this year have also taught me this.

    At ENZ we don’t see or hear of the individual impact studying in New Zealand has on students, their families and our communities as often as you do, and we can’t measure it in the same way as we can their economic contribution. We know it has an impact though, and it was nice to hear of this example.

    I want to wish you, your families and your students a safe and enjoyable summer holiday.

    I’m looking forward to working with you in the New Year. Till then, have a refreshing and well deserved break.

    Grant.

  • We want to hear from you!

    This survey is important to gauge ENZ’s performance and importantly, hear from New Zealand international education providers on how we’re doing, what services you value and what you’d like to see more of.    

    Your feedback last year highlighted the value of ENZ’s branding and promotional work and offshore connections, and you wanted more data and insights to assist planning.   

    Since the launch of Learn New Every Day, our marketing campaign, and through optimising our media spend, we have driven significantly improved reach of New Zealand’s position as an education destination and engagement through content and connection. 

    Importantly, focus lies in building awareness, reputation and quality associations and ahead, we will be connecting with you to establish more effective partnership ways to amplify our joint promotional work.

    ENZ underwent an organisational change process early in the new year, with the creation of the International & Sector Engagement team, which has a stronger focus on international services, with the aim of ensuring a seamless flow of market and sector intelligence to support sustainable growth in New Zealand’s international education sector.

    We have held online sessions with deep dives into enrolment information, brand health and student experience to help you understand the work that ENZ does to assist your planning. We have more data and insights sessions planned in the year ahead and the survey is your opportunity to signal what else we can do to support your work.  

    A survey link will be sent to providers in the coming weeks. We look forward to hearing your thoughts to enable us to improve our support to the New Zealand international education sector.

    Thank you in advance for your participation.    

  • Introducing new GM Marketing and Channel Development, Paul Irwin

    Hannah Lee Darboe, who fulfilled the role of Acting GM for this team, returned to NZTE recently to take up the role of Director, Business Improvements.

    What attracted you to the world of international education?

    The GM Marketing and Channel Development role at Education New Zealand builds on highlights from previous roles in my career. Namely, international marketing in Asia with the Economist Intelligence Unit, advertising and communications consultancy to a range of education sector clients (Open Polytechnic; TeachNZ, Ministry of Education; and Agriculture ITO), and the ever-evolving world of digital marketing. Additionally, I’m really impressed with the contribution that international education makes to both New Zealand’s economy and our cultural ties with other countries.  

    What will you be doing as GM Marketing & Channel Development?

    I'll be helping shape ENZ’s international marketing strategies across brand, digital media, social, agents, events and whatever other opportunities we identify. My goal is to work with the marketing team and the rest of ENZ to build on their great work to date. Particular areas of interest are how we can continue to position the Think New brand against our competitors, increase our use of data for insight and conversion, and how we integrate and optimise all our activity, noting the different challenges of each particular market!  

    What’s on your to-do list for the next three months?

    First, to build my understanding of a very complex industry! ENZ and New Zealand’s education providers operate across a wide range of sectors and countries. From a marketing perspective, we use best practice digital marketing, events and agents, while also equipping the industry with a wide range of tools and marketing material.

    Second, to better understand the needs of the different education sectors (I really look forward to meeting you all in due course!).

    Third, to look to ways to “optimise” our activity, building on past learnings, fine-tuning to the different dynamics of each country and their student populations, and bringing my expertise in integrated marketing to ensure we have the best marketing mix to achieve our collective objectives.  

    What excites you most about your new role?

    I’m excited to be working in a role that delivers economic, social and cultural good. Equally to be working with such a large group of smart, passionate people across ENZ and the entire New Zealand education industry. It’s exciting to be working in an industry that’s part of the “knowledge economy”, which has really strong foundations but equally huge opportunity for innovation and further growth.  

    What challenges do you expect to face?

    There are many challenges in international education, but these are what make the role interesting and rewarding. There’s the complexity of the markets and diversity of sectors. Then there’s being on top of the fast-changing world of marketing today, driven by new digital technologies and channels and access to more and more data. As always, there’s the juggling act between global efficiencies and consistency and in-market tailoring of activity. And last, but not least, being mindful of each education institution’s particular needs, past learnings and future ambitions.

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  • From the CE: 12 months on from the borders reopening

    Kia ora tātou,

    Twelve months ago, New Zealand’s borders reopened to international students. From a standing start the international education sector has, alongside Education New Zealand Manapou ki te Ao (ENZ) and our New Zealand Inc partners in government, worked enormously hard.

    The first challenge was to get New Zealand back “on the map” as a high-quality international education destination. One of our ENZ teams tells me that we were involved in a minimum of 27 events including NAFSA, ANZA, EAIE, agent and student fairs over the last 12 months. There have been at least 11 senior ministerial and sector delegations covering China, India, Viet Nam, Japan, South Korea, US, Canada, Chile, Brazil, and Thailand. This is only the tip of the iceberg of all the effort expended by New Zealand providers, with our partner agents, providers and Government agencies – offshore and onshore.

    And as students started to apply for their visas and arrive in New Zealand, we cannot underestimate the amount of effort that has been required to get the infrastructure that supports the sector up and running. Reviewing applications, delivering offers of place, processing visas, finding accommodation, pastoral care; the list goes on. Lots of unseen and unheralded effort that goes on behind the scenes to ensure international students receive a high-quality experience.

    Yet this is just one part of what we do. Onshore and offshore, the sector has also supported the Prime Minister’s and Manaaki Scholarships, and worked closely with ENZ to explore opportunities to innovate and make the sector more resilient.

    It isn’t easy and while we all know that there is more to do on all fronts, it is worth taking a moment to acknowledge just what has been achieved together.

    Turning our attention to the next 12 months, in June the ENZ Board approved our business plan for this financial year (1 July 2023 to 30 June 2024). The plan has four clear priorities:

    1. Grow inbound student mobility for Aotearoa New Zealand
    2. Support sector capability development
    3. Build global connections
    4. Encourage and support innovation in the sector

    Within these priorities, close to 75% of our discretionary budget is focused on the first one. This is completely aligned with Focus Area 1 of the New Zealand International Education Strategy, which is to help providers of international education to build back onshore offerings. We know there is more to do and over the next 12 months the priority is to build on the good start we have made and cement the recovery and rebuilding of the sector.

    That’s not to say we aren’t investing in the other areas; we are. We will continue to build global connections. These connections go hand-in-hand with our first priority and in some countries, they are essential to achieving it.

    We will also build on the lessons of the past 12 months around innovation. In the first week of August, we organised a series of events facilitated by Professor Martin Bean, a recognised leader in discussions around the future of education. His brief was to provoke and encourage discussion on what the future could look like and what it might take to get there. You can read more about his visit in our E-News story here.

    And when it comes to building sector capability this week’s NEW ZEALAND INTERNATIONAL EDUCATION CONFERENCE KI TUA is an immediate opportunity to listen, learn, discuss, contribute, and network with specialists and colleagues. It will be great to be able to meet in person for the first time in close to three years and to celebrate the 30th time that we have joined together as a sector. I look forward to meeting and talking with many of you over the next few days.

    Mauri tū, mauri ora, an active soul is a healthy soul.

    Ngā mihi

    Grant

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