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From the CE: Our focus for the next 12 months
Kia ora tātou,
"To help providers of international education to build back onshore offerings" is Focus Area One of the New Zealand International Education Strategy. There are nine key short-term actions in Focus Area One. Education New Zealand Manapou ki te Ao is the lead Government agency in four actions and has an important role to play in eight of the nine. It can be no surprise then that for the next 12 months, and our next financial year starting in June, that the majority of ENZ's energy, time and resources will be focused on attracting learners to study with New Zealand.
This is no small challenge. Our borders have been open now for just eight months. And while students are returning, the latest visa application numbers I've seen report in the order of 43,000 applications (offshore and onshore), the recovery is variable at best. Even within the university sector, that on the face of it looks to have recovered better than others, the experience is mixed. Within the PTEs and English Language schools we have a long way to go to reach the levels of 2019 and early 2020. In such a highly competitive market, it is going to take some time to regain awareness with learners and overcome the head start other countries gained.
All our budgets are tight. At the very time we need to be investing and getting offshore to renew partnerships and networks, we are all resource-constrained and having to watch every cent. ENZ is no exception.
This means that for the next 12 months, more than ever, we need to focus. We need to focus our limited resources to where they have the greatest impact, and we need to be aligned as one with the sector.
India is an excellent example of a partner market that is worthy of focus. I have just returned from leading an ENZ delegation to India. India is forecasting economic growth of 6-7% every year for the next three to five years. They know, and their national education strategy makes it clear, they need educated, skilled and talented people to realise this opportunity. I repeatedly heard, "They want their people back".
That five Deputy Vice Chancellors joined the 23 sector representatives tells you how important India is. As one of the five said to me, "India today is what China was 15 years ago".
To be successful we need to agree that India is important. It is. We need to go there together. We will. We also need to work with our colleagues in other Government agencies to ensure they are aligned. This is what success looks like for me. And this is the level of focus on building back, and the level of partnership with the sector, that I expect from my ENZ teams over the next 12 months.
I will also work with them to secure the many gains we have made in government-to-government relationships, scholarships, diversity, equity, and inclusion, social licence, and in building a sustainable future. All the good work of the past two years remains important for the long-term future, set out in Focus Area Two: Building a new future for international education.
We are all very passionate about international education and its ability to transform lives. In 2023/24 when the sector is stronger than today, all of us will be better placed to address the short term and the medium to long term. Today our focus must be the immediate needs.
He moana pukepuke e ekengia e te waka
A choppy sea can be navigated
This proverb acknowledges the changing and challenging environment that we currently find ourselves in and how it can be navigated by collaboration and innovation.
Ngā mihi nui,
Grant McPherson
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Learn New Every Day – new global brand campaign launched to attract international students to New Zealand
The new campaign called Learn New Every Day, delivers a student’s point of view of the first-time experiences international students could encounter in a single day when they study with New Zealand.
ENZ’s General Manager of Marketing and Communication, Geoff Bilbrough, said that 'Learn New Every Day’ is designed to cut through in a very competitive market.
“We wanted to capture the essence of what it is really like to study with New Zealand, taking the perspective of a learner as they encounter new experiences, and convey the excitement and emotion as they go through their day.
“What makes the campaign more memorable is its high energy, positive, contemporary feel. And the first-person point of view approach is unique to the category,” Geoff said.
Geoff went on to say, “The scenes and scenarios in the campaign reflect our core values of a high-quality education and employability/future opportunities. These messages are woven through the campaign through imagery and action involving learners in a range of environments across all parts of New Zealand’s education sector, alongside the well-known adventure and social experiences. The featured imagery reflects what we know international students are looking for in a New Zealand education.”
Learn New Every Day was pre-tested and performed well in in-depth one-on-one interviews with students and parents from China, South Korea, India, and Viet Nam. Feedback was also sought from across New Zealand’s international education sector, who also responded positively to the concepts, their relevance to the young learner, and the clarity of the idea.
ENZ’s Global Brand Manager, Nick Sinclair, said that the campaign involved a mix of current international and domestic students from primary, secondary, and tertiary institutions.
“We had a wonderful time interacting with the international students while capturing these ‘first-experience’ scenes. They were really excited about the opportunity to take part in the decision-making process for other students and their parents as they choose their overseas study destination.
“The campaign communicates what we strongly believe is New Zealand’s competitive edge in the international education market. A New Zealand education experience is as much about the adventure, social experiences, and our unique culture and landscapes, as it is about the high-quality study opportunities that we offer”.
The campaign will run for at least 18 months. It is running initially in China, India, South Korea, Thailand, Viet Nam, and Japan targeting students aged 16 to 24 and their parents across all sectors including high school, university, Te Pūkenga, English language schools and private training establishments. Campaign assets include videos of various lengths, digital banners, and assets for the creation of off-line collateral such as banners, and other materials, in English and the local languages of our target countries.
As well as featuring across paid digital media in these countries, the campaign features on all 10 Study with New Zealand websites, in all communications with prospects that sign up to Study with New Zealand, and across all other ENZ channels.
All images and other campaign collateral can be found on ENZ’s Brand Lab here - Home | Education NZ Brand Lab | The ENZ Brand Lab
For media enquiries contact:
Stephanie Morison,
Senior Communications Advisor
Education New Zealand Manapou ki te Ao
+64 223020104, Stephanie.morison@enz.govt.nz
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Step up to the World, Tū māia ki te ao, a forum on global citizenship education, 11-13 September
Educators, those who work in education or anyone with a keen interest in growing their understanding of Global Citizenship Education are invited to attend this free forum. The forum aims to bring individuals and organisations together and share some of the wonderful work being done in the education sector while also looking at how we can collaborate and champion each other's workstreams in the future.
The forum will also support participants to:
- Understand Global Citizenship Education (GCED)
- Explore ways to honour our commitment to Te Tiriti o Waitangi through GCED
- Make links between key frameworks and strategies and the New Zealand context
- Explore the role of GCED in Asia-Pacific contexts and in international education
- Connect and share best practice with local and international experts and practitioners
You can register your interest for the event via this form here: https://forms.gle/NiBTqGxAzt9P2VrY8 or by sending an email to: tyler.tekiri@enz.govt.nz
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High-level delegation visit strengthens education relationship with India
The New Zealand India Education Week – held from 17-22 April – included senior level participation from New Zealand universities and was designed to further strengthen the strategic education partnership with India.
Education New Zealand Manapou ki te Ao (ENZ) Chief Executive, Grant McPherson, led the delegation across New Delhi, Mumbai, and Chennai.
Demonstrating New Zealand’s overall commitment to India, New Zealand announced an investment of $400,000 towards internationalisation and student mobility initiatives, including the relaunch of the New Zealand Excellence Awards (NZEA).
The NZEA are unique scholarships designed exclusively for Indian students that are jointly funded by ENZ and all New Zealand universities. Since their launch in 2016, the scholarships have enabled more than 200 Indian students to study at one of New Zealand’s universities.
Another key focus for the week was to re-engage with the New Zealand Centre at Indian Institute of Technology (IIT) Delhi and discuss the future trajectory of the partnership.
New Zealand High Commissioner to India His Excellency Mr David Pine speaking at a meeting with the Indian Institute of Technology Delhi.
Caption: Education New Zealand Manapou ki te Ao Chief Executive, Grant McPherson (right), thanking Indian Institute of Technology Delhi (IITD) outgoing Dean International Naveen Garg (left) for hosting the NZ delegation at IIT.
Erik Lithander, Deputy Vice Chancellor Strategic Engagement at the University of Auckland, signed an MoU with IIT Delhi on behalf of all New Zealand universities to continue the relationship and further develop the New Zealand Study Centre.
The New Zealand Study Centre was inaugurated at IIT Delhi in February 2020 by Deputy PM Winston Peters, demonstrating the importance of education as a key part of the India-New Zealand relationship.
The week was bookended by two education agent fairs in New Delhi and Mumbai respectively, both of which exceeded expected student attendance numbers.
Speaking at a media briefing held at the New Zealand High Commission in New Delhi during the New Zealand India Education Week, ENZ CE Grant McPherson underlined the importance of New Zealand’s education partnership with India.
“India is one of New Zealand’s priority partner countries for collaborations, exchanges, and student mobility. We are excited that the announcements around the New Zealand Centre strengthening and the extensive package of scholarships under the New Zealand Excellence Awards scheme will further engagement with India,” Grant said.
ENZ Regional Director – Asia, Ben Burrowes, said with the sector’s focus on recovery and reconnections, the New Zealand India Education Week provided a great opportunity to refresh relationships with education sector stakeholders in India.
“India has always been a strong partner to New Zealand in the education space, and students from India consistently make up the second largest portion of international students studying in New Zealand.
“We are delighted for the opportunity that the New Zealand India Education Week offered us to reconnect and refresh our education links with India, and we look forward to building this relationship further over the coming years.”
Additional info –
To begin the week, sector representatives were provided with in-depth insights into the India-New Zealand relationship from High Commissioner David Pine, ENZ in-market staff and a consultant from EY. Representatives attended meetings with government departments such as the University Grants Commission (UGC) as well as B2B institutional networking events to support their university's global engagement. The delegation also met with two Indian Institutes of Technology (IIT), IIT Delhi and IIT Madras.
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