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• Business Growth Agenda Building Export Markets

• school Jan August 2014 4

• QQ20171028164737

• Meet the team: Paul Irwin

  Hi Paul! What do you and the Partnerships and Marketing team do?

  My team grew out of the former industry and marketing teams, following an organisational change around a year ago. Our team’s purpose is ‘to partner with international education providers to transform students’ lives and create a thriving, globally connected Aotearoa New Zealand’.

  What this means in practice is that we aim to get the best alignment between the goals and capacity of our education providers with the aspirations and needs of our student audience.

  Day-to-day, we look after and develop the ENZ brand, marketing channels and campaigns, digital platforms, student experience, scholarships and industry relationships.

  How has your role evolved since you started at ENZ?

  I joined ENZ in 2015 as the General Manager – Marketing & Channel Development. That role has evolved a couple of times through to my current role spanning the marketing and education industry teams.

  Bringing our two teams together has been a big step forward. It’s given our marketers a much better insight into the needs of our providers and helped us to develop new ideas around marketing and product development with our industry.

  One example of this has been the development of our new creative platform, I Am New, for our Think New brand. We all know lots of students whose lives have been transformed as a result of a New Zealand education and their wider experience while here. And we know that the world needs a new approach and our Think New education can deliver this, supported by New Zealand’s biculturalism and progessive and open society.

  What I’ve found so far is that I Am New has resonated well with industry. It’s become almost like a rallying cry.

  Can you tell us a bit about your professional background?

  I’ve worked in marketing, publishing and advertising in New Zealand, London and in a regional role, based in Hong Kong.

  My role in Asia was a transformational one – it really opened my eyes to the dynamism and diversity of Asian markets. I was also lucky enough to see in the historic handover of Hong Kong from the British to the Chinese in 1997.

  In the 10 years before I joined ENZ in 2015, I worked for a range of advertising and marketing companies, and worked with clients like the Health Promotion Agency, Ministry of Education and Inland Revenue. Two of the highlights of that period were  working on the launches of the Prime Minister’s Education Excellence Awards for the Ministry of Education and the award-winning ‘What’s My Number?’ campaign for the Electricity Authority.

  How do you see marketing changing in the next few years, especially as digital transformation entrenches itself?

  Over the years I’ve seen lots of changes in the world we operate in, but believe that while technology offers new opportunities, the principles of marketing remain the same. You need to understand both your audience and your business model, have a strong brand and value proposition, and provide a great customer experience.

  I’ve worked in two significant industries, publishing and advertising, that have experienced major disruption and transformation. There’s always a spectrum from those resistant to change, believing ‘the proven ways’ are timeless, to those overhyping the radical nature of change. In my experience the truth lies somewhere in the middle, but the worst thing one can do is ignore change.

  And finally, it’s no secret around the office that your weekends look a bit different to your nine-to-five. Can you tell us a bit about that?

  My family lives on our 10 ha property in Marlborough. We have an organic vineyard, grow olives and keep a few animals (including, from time to time, mad sheep).

  We don’t make our own wine; instead, we sell our grapes to a local winemaker who markets under the award-winning organic label, The Darling. We do, however, produce our own olive oil.

  It’s a lot of hard work, but very rewarding. I grew up in mid-Canterbury on a farm near Rakaia, so working the land feels very natural to me and it provides a nice balance to my office-based role in Wellington during the week.

• Inaugural Japan Fair a resounding success

  It wasn’t just about the numbers though – the level of interest and engagement between visitors and exhibitors was palpable. Many visitors spent a few hours at the fair, taking their time to explore study options in New Zealand. Participating New Zealand providers enjoyed both the quantity and quality of their consultations with potential students, parents and schools.

  Much to the keen interest of their New Zealand counterparts, representatives from some of Japan’s universities also attended, with a view to seeking partnerships.

  Frances Little, Director, International Centre at AUT University, remarked, “Congratulations on an extremely successful agent workshop and student fair in Tokyo. These were the best supported events organised by ENZ I have attended in my years working in the industry. Team Japan you are a credit to the organisation and deserve every accolade you get. Thank you for everything, AUT will definitely be at the Japan events next year.”

  

  In conjunction with the fair, ENZ hosted two education seminars and alumni networking events in Osaka on 8 October and Tokyo on 9 October. More than 65 education agents and institutions in total attended the seminars, and more than 150 guests were welcomed at the networking events.  

  ENZ is grateful for the support of Tourism New Zealand and Air New Zealand at the fair, as well as that of entrepreneurial New Zealand companies, Cookie Time and Allpress Espresso, that provided cookie and coffee samples to the guests.

  As part of ENZ’s Business Plan for 2015/16 Japan was prioritised as a ‘promote’ market and will see a corresponding increase in the number of promotional activities. With the Japanese government’s goal to double the number of Japanese students studying overseas to 18,000 by 2020, and with the upcoming Rugby World Cup in 2019 and the Olympics in 2020, we are seeing Japanese schools and universities have be increasingly proactive in exploring international partnership opportunities.

  ENZ looks forward to hosting an education fair, agent/industry seminars and alumni networking events again in October 2016.

  

• StudySpy becomes SwNZ.govt.nz data inventory provider

  In August, Education New Zealand Manapou ki te Ao (ENZ) will be switching to StudySpy as its data inventory provider for the Study with New Zealand (SwNZ) website. This switch is required as the current data inventory provider has told us that it will no longer be providing this service.  

  Switching to StudySpy will bring several benefits including a more user-friendly admin portal and a more responsive support system as StudySpy is New Zealand based and in the same time zone.  Importantly, there will be no change to the enquiry process. 

  This change will have an effect on those education providers who currently have a profile on the SwNZ website, such as provider, course and scholarship information. These providers have been notified of the upcoming changes and further information, including next steps and a user guide, will be sent in early August.  

  If any education providers have any questions about this transition, or if you are a provider with a SwNZ profile and have not yet received any information regarding this, please contact Global Marketing Automation and Database Specialist, Isla Ye – isla.ye@enz.govt.nz.

• Expanded collaboration agreement between UC and UGM Indonesia

  The MoU between the two universities was originally signed in 2012, and renewed in 2021.

  The renewed MoU aims to facilitate broader collaboration, including the development of short courses, student mobility, dual degree programmes, and study abroad exchanges, as UC looks to increase engagement in the Asia-Pacific region.

  In comparison, the initial MoU was largely built around cooperation with the UC Geography Department under the Community Resilience and Economic Development programme (CaRED), a partnership between the New Zealand Ministry of Foreign Affairs and Trade (MFAT) and UGM, designed to contribute to sustainable development in Indonesia.

  UGM and New Zealand speakers at the ceremony emphasised the importance of maintaining friendships and partnerships in the international education space, especially while we cannot connect in person. UGM referenced the impact of projects developed under the CaRED Programme, supported by MFAT.  

  UC’s Assistant Vice Chancellor of Engagement, Brett Berquist, reflected on his time spent in Yogyakarta, and on the work achieved through CaRED which included three NZ universities at the time – Massey University, University of Auckland, and UC, working with UGM on economic development research projects “particularly focusing on the Eastern parts of your country [Indonesia]. It was a really wonderful story of research collaboration coming together.” 

  “I’m particularly thrilled to continue a bilateral relationship between Canterbury and UGM which is well known to be the most prestigious institution in Indonesia. 

  “The challenges you face are significant, but at the same time, the thought leadership and the research you undertake for economic development and serving your region is also inspiring.” 

  Ben Burrowes, Regional Director – Asia at Education New Zealand Manapou ki te Ao, says the agreement aligns well with ENZ’s goal of building a more sustainable international education sector, with an increased focus on diversified products and services offered to learners both in New Zealand and across the globe.

• Penguins

• Further growth for international education

  The economic value of the sector in 2016 is now estimated to be $4.5 billion, an increase of $200 million on 2015 student numbers.

  ENZ's Acting Chief Executive John Goulter says the findings are a tribute to the continuing hard work and strong collaboration of key players across the industry.

  “This growth could not be achieved without our education providers, government bodies and other key industry players working together successfully to attract talented students from around the world.

  “It is an impressive outcome, and shows that New Zealand is increasingly seen as a place that offers quality education in a safe, welcoming environment.”

  The new figures consolidate international education’s place as New Zealand’s fourth largest export sector, supporting more than 33,000 jobs across New Zealand.

  The Minister’s release can be found here.

  The International Education Dashboard for 2016 can be found here.