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• Study abroad promo in US

  Study Abroad Month, led by our Washington DC-based team, targeted the study advisors at United States universities, who support students with their study abroad plans. A series of videos were published each week and sent to key contacts, including a closing video from Education Minister Chris Hipkins. 

  Lewis Gibson, Field Director North America at Education New Zealand Manapou ki te Ao, says study abroad students are our main source of international students from the US.  

  “Pre-Covid-19, around 350,000 tertiary students each year spent a semester overseas as part of their degree. We’re looking to increase our share of this group. 

  “In normal times, US institutions and study abroad advisors rely on the voices of New Zealand alumni, who can share their experiences with other people on campus and build interest in a New Zealand study experience,” he says. 

  “We needed to do something different this year, because our borders had been closed so there weren’t the alumni students available on campus. We also needed a good way to remind study advisors about New Zealand’s unique education offering.”  

  Lewis says feedback from institutions in the US has been very positive, and they are looking forward to seeing students travel again to New Zealand. Some of the comments received included the following: 

  • “Thank you so much for letting us know about this exciting project! I just shared the New Zealand Study Abroad Month YouTube channel with our spring 2023 applicants... We are thrilled to nominate over 15 students to our outstanding partner universities in New Zealand ...for the first time in over two years!”  
    
    
  • “Thank you for sharing this information. I watched Fiona’s video for VUW and I am sharing it with several students who are deciding which NZ institution to attend for Term 1 via TEAN.  I’ll be certain to watch future videos and do the same with those.”   
  • “We are so grateful of the opportunities you provide our students, and our tight partnership together.”  

  “In case anyone is wondering, we initially intended to run the promotion for four weeks, hence the name, ‘Study Abroad Month’. But with the participation of so many universities, and the inclusion of additional videos reflecting the voices of students, it made more sense to expand the promotion to six weeks.”  

  Before our borders closed, the US was our sixth largest source of international students, with most students seeking to enrol in university-level study here. Study Abroad Month aimed to attract students to New Zealand from the US spring semester 2023 onwards. 

• Appreciating our education agents in Japan

  JAOS stands for Japan Association of Overseas Studies and is a peak body for Japanese education agents. JAOS President Yukari Kato, Councillor Chairman Yasuo Sone, and Executive Secretary Tatsuo Hoshino and other members attended the event, which was hosted by Education New Zealand Manapou ki te Ao (ENZ) in partnership with the New Zealand Embassy in Tokyo and Air New Zealand.   

  New Zealand’s Ambassador to Japan, Hamish Cooper, said education had played a key role in bilateral relations between Japan and New Zealand over the past 70 years, and this was highlighted in the successful visit by Prime Minister Jacinda Ardern earlier this year.  

  Yukari Kato, who is also Executive Vice President of Ryugaku Journal,spoke fondly about her experiences living in New Zealand. She also welcomed the opportunity to work with ENZ to feature sustainability-related courses and degrees offered by New Zealand tertiary institutions in Ryugaku Journal Magazine’s September issue.   

  Misa Kitaoka, ENZ’s Director of Education based in Tokyo, says this event will be followed by a series of networking events in October 2022, to build on the positive brand that New Zealand has in Japan and connect Japanese stakeholders with New Zealand regions and education providers.   

  Prior to Covid-19, JAOS members sent around 6,000 students to New Zealand each year, mostly to secondary schools, followed by English language schools.  

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• NZ’s education brand remains stable despite border closures

  A recent presentation by Jason Cate of Kantar, who carried out the 2022 annual brand survey for ENZ, considers two broad questions: 

  • How is the demand for international education changing post-Covid 19? 
  • How is New Zealand’s brand as an education destination being impacted? 

  “This programme tracks perceptions of New Zealand as an education destination globally, but also specific association statements and overall sentiment, appeal and attractiveness,” Jason Cate says.  

  “It’s always interesting to see how this develops and changes over time, particularly over the last couple of years, given all the challenges.” 

  More than 4,800 potential students were surveyed online across 11 priority countries, as well as their parents in some markets. The 16-24 year olds surveyed were mostly current students, and all of them were considering further study in an offshore, English-speaking country. 

  Jason Cate says the survey shows the overall nature of demand for offshore education is stable in 2022, and only slightly lower than before Covid-19.  

  The core reasons why students are considering studying offshore haven’t changed: 

  • to live and travel overseas 
  • to meet new people 
  • to enhance their employability. 

  The survey shows there has been a significant reduction in the proportion of students delaying their studies because of Covid-19 (from close to half of students to around one third), but the proportions of students considering both study offshore and at home, or study offshore and online, have increased. In other words, there is a shift in their preferences for the mode of delivery. 

  Across most of our key partner countries, perceptions of New Zealand are relatively constant, with the only change being a small decline in awareness. New Zealand again tussles with Singapore for the fifth strongest brand in student mobility among English-speaking countries. 

  For more details about global demand and perceptions of New Zealand’s education brand in individual markets, you can listen to the full presentation on Intellilab here, by registering and logging in through MaiENZ.