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  • Korean Agents University of Otago

  • Think New in translation

    The Brand Lab online marketing toolkit run by Education New Zealand (ENZ) for industry users now includes over 200 individual pieces of marketing material in these languages: Chinese, Thai, German, Spanish, Portuguese, Japanese, Korean and Vietnamese. 

    That means there are translated versions of 11 posters, 3 brochures, various advertisement templates and the ‘New Zealand education story’ videos (subtitled).

    ENZ International Marketing Director Rachel Winkel says the translations truly internationalise the Think New brand, introduced in 2013. 

    “The brand and its supporting materials were designed to better promote New Zealand education internationally. The idea behind developing these resources is to build awareness of New Zealand education internationally – who we are and what we offer as a country – which paves the way for you to introduce your school, university, business or institution and its distinctive strengths in more detail.”

    Rachel Winkel says the translation project was “quite a big” undertaking that is expected to markedly strengthen the value of the free marketing toolkit to industry users. 

    “The Brand Lab is already proving really useful to education organisations. We have over 1,100 registered users now, and that is steadily rising every month, along with the number of downloads of materials from the site.

    “It is great to see lots of the ‘Think New’ material in use at fairs and in other recent marketing initiatives by industry – it means we are building a shared foundation of awareness of New Zealand as a ‘go to’ education destination.”  

    Having translated material available was the obvious next step for The Brand Lab, she says. 

    “It’s all about making it easy for education institutions and agents to reach out to audiences in their own languages.”

    Phase two of the translation project is underway, involving the creation of digital assets for different markets, in the form of web banners in a range of popular sizes.

    The Brand Lab use is free for organisations involved in New Zealand international education. 

    You can access the translated marketing collateral, as well as the existing English versions and hundreds of photos, on The Brand Lab.

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  • Caption Fifteen regions were represented at the workshop all gaining new insights like destination marketing best practice2.

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  • Hong Kong happenings

    Regional Director for Greater China Alexandra Grace reports Hong Kong has recently received heightened attention from Education New Zealand’s China team, particularly following Secretary for Education Peter Hughes’ visit with a sizeable delegation last October. Minister Steven Joyce also met with Hong Kong’s Secretary for Education Eddie Ng in Wellington in March (at the time of the International Summit on the Teaching Profession), and education was also discussed during the Prime Minister’s visit to Hong Kong in March – the first visit by a New Zealand head of government since 2006.

    Discussions between Minister Joyce and Secretary Ng focused on ‘doing more in education’, including sister-school relationships, study abroad options in New Zealand for Hong Kong students, and joint programmes between education providers. 

    In addition to these high-level discussions, officials have been working closely together on the ground. This includes a delegation from the Hong Kong Education Bureau visiting New Zealand to learn about school-based management, and a formalised arrangement between the New Zealand Qualifications Authority and the Hong Kong Education Bureau for the development of qualifications frameworks. This sits alongside a broader education cooperation arrangement between our Ministry of Education and the Bureau. 

    On the profile-raising and student recruitment front, Guangzhou-based Education Manager, Felix Ye, attended a key education and careers expo in February. Enrolments at New Zealand education institutions by Hong Kong students have dropped in recent years – a trend also reported by Australia, which ascribes the decrease to the high exchange rate. Immigration New Zealand worked alongside Felix at the Hong Kong Trade Development Council Education and Careers Expo (800 exhibitors from 18 countries)  – providing a ‘one stop shop’ for students inquiring about study and employment options. 

    Felix reports many of the students were seeking study opportunities that included internships and other employment options. “Their inquiries reflect a broader interest expressed by students across Greater China and is a key driver that New Zealand institutions will need to address.”

    The China team will be talking further with the Hong Kong Education Bureau and Hong Kong education providers about opportunities for stepped-up collaboration. Alexandra Grace also says they will be doing more work to raise awareness of New Zealand education in the market: “people need to know about us to consider us, and awareness is not currently that high in Hong Kong”.

    She adds the team would be glad to hear from New Zealand institutions about their relationships in Hong Kong, and how they would like to strengthen and expand these -- email china@enz.govt.nz.

    You can see the wider overall China market overview here. 

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