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10,000 milestone marks new heights
“Our story has more impact when we tell it together,” says Kathryn McCarrison, Education New Zealand’s General Manager of Marketing and Channel Development. “That there are now more than 10,000 pieces of our material in circulation internationally is a great sign for the developing strength of New Zealand’s education brand.”An online toolkit of marketing materials, known as The Brand Lab, was launched in November 2013 to make tools to promote New Zealand education more readily available. “I’d like to thank the New Zealand education providers, agents and New Zealand officials offshore who’ve so quickly used these resources to complement their marketing efforts,” says Kathryn.“While our brand awareness is increasing, especially in China and India, we still have a long way to go in comparison to our better known competitors, so please keep telling your friends and contacts about what’s available to help their recruitment and sales efforts.”“The sharper we look together, the greater the impact we’ll all have when introducing New Zealand to prospective students and their parents.“We’re also fortunate to have a large pool of resources to draw on,” says Kathryn. “As well as The Brand Lab, the New Zealand Story and Tourism New Zealand’s media resources can all be used to promote New Zealand abroad, paving the way for people to introduce their product, service or school in more detail.”The Brand Lab is home to over 1,000 education-related assets ranging from royalty-free photos to a brochure series about New Zealand education available in nine different languages. More than 1,500 people from 60 nations around the world have downloaded digital assets so far, with the most frequent users being New Zealand institutions, international agents and Education New Zealand offshore staff.It’s free to use and download materials, following a simple request process to ensure brand guidelines are understood.The most popular downloads so far include the New Zealand Education Story video, the Think New education brochures, a directory of Institutes of Technology and Polytechnics and the New Zealand Qualifications Authority’s multilingual student guides.Kathryn says The Brand Lab will continue to expand and grow. “We recently asked our industry what they needed next so coming up soon are new photos, videos and a digital toolkit to promote studying in New Zealand online.”
- INZ Flyer Student print May15
- ENZ Year of the Dragon Homepage Banner
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Koreans land safely into New Zealand schools
They are in New Zealand for an eight-week programme that includes English language provision. The programme is a direct result of the Free Trade Agreement signed in December 2015 between New Zealand and South Korea.
Peter Bull, ENZ General Manager International, said the Korean students are the children of farming or fishing families, and are all high performing students.
“The opportunity to study in New Zealand and to represent their family, school and Korea in this inaugural year of the scholarship scheme saw students go through a selection criteria that whittled down over 2,000 applications to the 150 selected.”
ENZ partnered closely with the Schools International Education Business Association (SIEBA) to implement the scholarship scheme in New Zealand through its member schools, and to help manage the logistics involved in coordinating such a large group of students at once.
Peter paid tribute to SIEBA for also delivering orientations in the three regions to ensure that the transition into New Zealand life was as seamless as possible for the Korean visitors.
A highlight of the orientation programme occurred at Canterbury’s Pudding Hill Lodge, near Methven. The students were welcomed with a waiata from some talented Mount Hutt College students. This was followed by a very warm welcome from Tertiary Education, Skills and Employment Minister Steven Joyce that was then reciprocated by the Korean students.
The other welcome ceremonies were held at St Paul’s Collegiate School in Hamilton, which was attended by the Korean Ambassador, and President of EPIS, the Korean agency responsible for the implementation of the programme, and at Garin College in Nelson.
As agreed under the KNZFTA, 450 students will be granted scholarships to study in New Zealand over three years.
The arrival of the students has made the headlines in the local press. Here are just some of the stories which have been published so far.
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Japanese teachers visit New Zealand schools
Participating schools had previously indicated their interest in New Zealand through a survey put together by Air New Zealand and ENZ and also attended a seminar prior to embarking on the tour.
Japanese teachers were the focus for this familiarisation visit in recognition of the fact that they are among the key influencers, along with alumni and agents, for Japanese students and their families when considering international study locations. The word-of-mouth promotion of New Zealand as an education destination that comes from these visits is highly effective.
The four-day tour started off with a visit to Rotorua where we visited the agrodome at the Rotorua English Language Academy to see the famous farm show, followed by a wonderful Māori experience at Te Puia. On the second day, despite the heavy rain, we received a warm welcome at Tauranga Boys’ College and Girls’ College, visited Hobbiton and enjoyed the experience of a Kiwi farm stay in Cambridge. The third day saw us visit the Waitomo glow warm cave and Waikato University, where the boys’ rugby team were hosted in July this year as part of the Game on English programme. The final day was dedicated to Auckland, where we visited Northcote College and Language International.
Participants were impressed by the quality of programmes and facilities offered by New Zealand schools and universities. The Cambridge farm stay in was also very well received by the teachers who considered it a uniquely New Zealand experience. Through conversations with teachers and counsellors, the Japanese teachers were also reassured by the level of support offered to international students in New Zealand. The group also had the chance to speak to some Japanese students and saw how well they integrate with New Zealand students in the classroom. A reflection of New Zealand’s emphasis on diversity, I believe.
With the growing demand from the high school sector in Japan, we were pleased to showcase New Zealand’s high-quality of education, along with the Kiwi lifestyle and cultural experiences. Following the trip Yamate Gakuin Junior and Senior High School in Yokohama has made a decision to send a group of students to New Zealand starting August 2016. Takigawa Boys' Junior and Senior High School in Kobe will also start offering a 3 months programme in New Zealand from 2018.
I look forward to facilitating more relationships between New Zealand education providers and institutions and agents in Japan in the coming year.
I would like to sincerely thank all the institutions, local tourism offices and venues, and Air New Zealand for their support in making this programme a success.
Misa Pitt
- AIS 1993 grads
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$50,000 sister schools programme launched
The fund, announced by Chief Executive Grant McPherson during the 8th New Zealand-China Joint Working Group on Education and Training, aims to support schools’ relationships with Chinese counterparts.
The $50,000 fund will be accessible through a contestable application process for New Zealand schools. It will enable new sister school relationships to be developed and existing relationships to be strengthened.
Cultivating relationships in sister regions and cities between China and New Zealand will be a priority.
“New Zealand and China recognise the important role that language and culture plays in developing globally aware citizens,” ENZ's Regional Director – Greater China Alexandra Grace said.
“The relationships New Zealand primary, intermediate and secondary schools nationwide have with fellow Chinese schools are a valued source of learning opportunities, cross-cultural skills development and friendship between our two countries.”
Since 2005, the total number of students learning Chinese language in New Zealand schools increased five-fold from 4,733 to 22,031, with particularly strong growth at primary and intermediate level.
The number of Chinese international school students studying in New Zealand has also increased, growing by 11 percent in 2013.
Applications from clusters of schools are encouraged. Further information on the criteria and application process will be published at a later date through E-News.
