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Hawke’s Bay groups collaborate for growth
The group of education providers and partner agencies are making sure their “shop front” is as attractive and welcoming as possible. E-News caught up with Education Hawke’s Bay Business Development Manager, Steph Kennard, on the approach.
Who makes up Education Hawke’s Bay?
Education Hawke’s Bay is a voluntary member organisation made up of local government, schools, our ITP and PTEs. We were formed approximately two years ago with the common goal of doubling the value of international students to the region by 2025.
What was the motivation behind the re-brand and new website?
We wanted to create an identity for Education Hawke’s Bay that served multiple purposes, with a brand that would give our members a sense of belonging. We wanted to showcase Hawke’s Bay as a study destination at the same time as promoting the special characteristics of each education provider. By developing a website, and removing the dependence upon printed brochures, we have reduced our overall costs.
Based on this brief, we developed a new brand called ‘Learning Hawke’s Bay’ and new website www.learninghawkesbay.nz. The use of the word ‘Learning’ represents both the study and leisure experience – students come here to study in a classroom, but they will also gain experience – learn – outside of it, through our culture and local tourism.
Our logo operates on several levels – acting as a pointer to direct the viewer, resembling an open book and also an open laptop. This works well with our ‘Learning’ brand.
The website works as a stand-alone site, but can also be incorporated within individual members’ marketing collateral. Our website uses large format imagery to “paint a picture” of Hawke’s Bay as pictures require little, or no, translation! These images have been chosen to appeal to both students and parents alike, and regardless of country of origin.
Our website ensures we can respond quickly to queries and can be updated within moments.
What part does the rebrand and new website play in your overall strategy?
The website and brand are an integral component of our strategy and give us the tools to promote Hawke’s Bay to students overseas. Building the website has meant we can work more smartly on our international promotions. The next steps are to incorporate a social media presence and build on our communication plan.
Are there any particular successes or learnings you’d like to share from the rebranding exercise?
It was important to ensure that our design, including colour and brand, represented our members and was functional. We also required the website to be built with an easy content management system so that we could make changes quickly in-house, without incurring extra costs. The framework also needed to be flexible enough to enable us to develop the website and make additions to pages without the need for a full re-design.
You recently took part in a regional cluster pilot with Hastings District Council. How has this gone?
The Agent tour was our first real taste of regional clustering in practice. It certainly had its challenges as each member had a different view of which country we should be targeting. In the end we settled on Japan, which meant that not all members participated.
The other project in the pilot, is to develop a revenue monitoring framework. This is still in the planning, as it requires data which the Education Hawke’s Bay team can’t yet access. Our stakeholders are keen to know just what revenue is generated by our international students, so we want to ensure accuracy.
What part has ENZ’s Regional Partnership Programme played in the development and operationalisation of your strategy?
The support and advice from the ENZ Business Development team has been hugely appreciated, as it can be quite isolating being based in a region and trying to please each of the members. Of course, the financial support has enabled us to employ someone to help us deliver on our regional strategic goals for growth.
Is there anything else you’d like to add?
Our region has just taken part in a poll which proposed that all five councils amalgamate. The proposal was turned down by the community. Although this has been challenging for our region in general terms, the regional education cluster we have established is a great example of how collaboration among members from both Hastings and Napier can work!
Game On, in Japan
Among the over 60 guests who attended the event, were New Zealand’s Ambassador to Japan, Mark Sinclair; Senior Adviser to the Ministry of Education, Culture, Sports, Science and Technology, Shinichi Yamanaka; Vice President of the Japan Rugby Football Union, Masayuki Takashima; and Fonterra Japan President, Yasuhiro Saito.
Those GOE student participants who were present spoke, in English, of how fulfilling an experience it was, and of their desire to come back to New Zealand for further study.
Twelve male high school students from institutions that belong to Kanto Super League spent time in Hamilton from mid-July to early August this year, receiving high level rugby coaching care of the Waikato Rugby Union as well as undergoing an intensive English language programme at the University of Waikato Pathways College.
Ten female rugby players selected by the Japan Rugby Football Union spent time in Auckland in August, participating in a similar programme run by the Auckland Rugby Union and the New Zealand Language Centres.
Fonterra Japan sponsored the Hamilton programme while Japan's Ministry of Education, Culture, Sports, Science and Technology provided financial support for the Auckland programme.
Both groups of students stayed with local families while in New Zealand.
GOE Rugby was launched by Prime Ministers Shinzō Abe and John Key in July 2014 in response to the Japanese government’s goal to improve the English language skills and increase the sporting capacity of Japan’s young people in the lead up to Japan’s hosting of the 2019 Rugby World Cup and 2020 Olympics.
Led by English New Zealand in partnership with the Essentially Group, GOE Rugby includes five top provincial rugby unions and selected premium English language providers based in locations throughout New Zealand.
From November, the GOR Rugby will be available to high school groups from across Japan.
For more information on the details of the programme, please contact Misa Pitt, ENZ Japan.
New Zealand on the #EdtechWorldTour
Audrey Jarre and Svenia Busson met in 2013 when both were studying at European Business School École des Hautes Etudes Commerciales de Paris located at Jouy-en-Josas in the southern suburbs of Paris, France. Now, these entrepreneurial graduates are in the throes of a world tour which brings them into contact with some of the best and brightest minds in edtech – including those in New Zealand, thanks to an invitation and support from ENZ.
Audrey and Svenia will be in New Zealand from 7 to 11 December, travelling to Auckland, Wellington and Dunedin to meet with edtech companies, see edtech in action at schools, and discuss edtech in education policy with government agency representatives. In Wellington on 9 December they will talk to the EdTech Meet Up group, a community of over 100 people with interests in edtech.
EdTech is an exciting and growing sector – the smart education and learning market is currently worth $121 billion globally and is forecast to grow to $345 billion by 2019.
New Zealand’s excellent education system and culture of innovation mean we are well-placed to develop edtech products and services for the world market and claim our market share.
Raising the profile of New Zealand’s edtech expertise internationally is critical to achieving growth in this sector, and we expect that, after experiencing New Zealand's innovative edtech scene, Audrey and Svenia will be inspired to tell our story to their global network.
ENZ Board members honoured
In its third year, the Women of Influence Programme is designed to identify, recognise and celebrate the 100 most influential women shaping New Zealand across 10 categories: Arts and Culture, Board and Management, Business Enterprise, Community and Not for Profit, Diversity, Global, Innovation, Public Policy and Rural.
Victoria won the Arts and Culture award for her role in injecting new life in to Bats Theatre and for her part in influencing, as Chief Executive of screen production company the Gibson Group, displays and exhibitions at a range of museums and public venues around the world. Eleven women were nominated for this award.
Frances won the Innovation award for being at the forefront of change in education, and for her vision and passion for learning, particularly in the areas of science, technology and discovery. You will all be familiar with Frances’ cutting edge learning facility, The Mind Lab by Unitec. Eight women were nominated in this category.
That we have leaders and influencers of such calibre on our board is something to be celebrated. The breadth and depth of experience Frances and Victoria bring to our organisation is invaluable, and the contribution they make to our international education industry is enormously beneficial.
ENZ Emirates Airline promotion launches in Saudi Arabia
This promotion builds on a successful #YourSummerinNZ competition, which concluded on 5 June with the award of six prizes to study in New Zealand. The winners receive full scholarships to study English language at one of the six sponsoring New Zealand English language schools for up to six weeks, including return flights to New Zealand and accommodation.
The Emirates Airline promotional discount offer is on flights to New Zealand, booked from 1 June until 31 August, departing from Riyadh, Jeddah, Medinah, and Dammam. To redeem the offer, students need to use an infographic posted on ENZ’s Arabic Twitter page – @nzeducationsa.
“We are delighted to partner with Emirates Airline in promoting New Zealand as the premium destination for English-language students,” says John Laxon, ENZ’s Middle East Regional Director.
“Saudi students can now fly direct from Dubai to New Zealand via Emirates, and enter New Zealand visa-free when studying for up to 12 weeks.”
The flight promotion, and competition, are targeted to students looking at summer abroad study, given the longer summer holiday period in 2016.
New Zealand Ambassador, Hamish MacMaster, announced the Saudi #YourSummerinNZ scholarship winners: Abdullah Al Fifi (New Zealand Language Centres), Thamer Albugmi (Worldwide School of English), Ali Al Shahrani (Academic Colleges Group), Mohammed AlQabbaa (Southern Lakes English Language College), Majed Alzahrani (Languages International), and Fahad Alfifi (The Campbell Institute).
“The #YourSummerinNZ competition was a great success,” says Ambassador MacMaster.
“More than 3,000 entrants promoted New Zealand on ENZ’s dedicated Arabic-language Twitter channel – @nzeducationsa. ENZ now has more than 38,000 followers on its Twitter page, where students can find out how great it is to study in New Zealand.”
ENZ will continue a series of promotional and marketing initiatives during the summer period, and any providers looking to partner on further promotions can contact: email@example.com
New Zealand’s education story screening in Colombia
ENZ Senior Communications Advisor, Rose O’Connor, had the pleasure of spending a week with a television crew from Colombia recently, during which New Zealand turned on the very best of its crisp and sparkly autumn weather, and Christchurch treated the group to an impressive display of flame-coloured trees.
L-R: Cameraman, Jimmy Torres Bravo; Producer, Viviana Arjona Parra; Presenter/Director, Alavaro Velez Isaza; Kiwi UC student Hapi Tohiariki; and Colombian UC student Daniel Trocez enjoyed the spectacle of the Crusaders’ victory over the Reds
The warm Aotearoa welcome was matched by the warmth and generosity of the stars of the show – Natascha Diaz, a PhD student at Auckland University of Technology; and Daniel Trochez, a B. Comm. student at the University of Canterbury. Natascha and Daniel invited us in to their lives and shared their stories with us, and the participating institutions opened their doors and allowed the crew to capture footage of the campuses that will enable a rich story to be told.
From a backyard Kiwi barbecue to a Friday night rugby game; ice creams on the beach to pies in AUT’s Hikuwai Plaza; interviews with the students, their friends, homestay families and university lecturers – we were able to build a strong picture of Natascha and Daniel’s lives in New Zealand. Their stories will be told to a potential audience of 10 – 12 million in Colombia, via a popular programme called ‘Contador de Historias’ (The Storyteller). The programme is also broadcast extensively across the Americas.
Alvaro being greeted with a hongi by tour guide Gaz, before heading down to Piha beach.
The visit was the first time in New Zealand for all members of the TV crew, and the first time out of Colombia for the young woman from our PR agency, Viviana. They all declared their love for New Zealand and vowed to return.
The presenter/director of the show, Alavaro Velez Isaza, expressed in a recent email:
“This was an invaluable experience that surely will be reflected in the chronicles we will see in our program Contador de Historias that our Latin American audience will appreciate, through your eyes that were ours throughout the tour.”
The crew declared a preference for New Zealand’s style of coffee making!
Visits such as this are the result of collaboration between ENZ, education providers and the students themselves. While we’re in the thick of famil-season, with both agents and media touring the country, ENZ would like to thank all those involved in their organisation and hosting. The success of such visits relies heavily on our ability to provide meaningful, relevant and high-impact programmes, and it is the support that we receive from our industry partners that helps us achieve this.
We’ll share the link once the programme once available, but in the meantime you can follow this link to view the teaser.
Career advice in Korea
“This was such a valuable session for us. It’s really hard to find a good opportunity to connect with older established graduates, and to receive their advice about matters important to us – such as employment,” says Henry Shin, a seminar participant and graduate of a high school in New Zealand.
The seminar is expected to be one of many in a series aimed at giving practical and helpful advice for New Zealand-educated alumni who now live in Korea. The first seminar was delivered by HR managers from SK Construction, a subsidiary of a Korean conglomerate SK Group, and ASML, a Dutch semi-conductor company.
“New Zealand graduates do not always understand what qualities Korean companies are looking for or how they should approach the complicated employment process that Korean companies use to hire staff,” says ENZ’s Market Development Manager for Korea, Onnuri Lee.
“We hope that New Zealand-educated alumni can help fellow New Zealand-educated alumni to enter the Korean workforce, and develop better understanding and awareness of the strengths of alumni of New Zealand education.”
The Kiwi Alumni Association is a volunteer organisation managed and run by New Zealand-educated alumni living in Korea. It was established in 2014 with the aim of connecting New Zealand-educated alumni who are living in Korea. It organises social events and professional development activities.
Final cut on first sector story
ENZ is delighted to share, along with Institutes of Technology & Polytechnics (ITPs) and Industry Training Organisations (ITOs), that the Professional and Vocational Education (PAVE) story is now complete and available on the Brand Lab.
A sector story video, a set of key messages in the form of posters and a photography library was produced in collaboration with a working group of ITPs and ITOs.
“Building a strong New Zealand education industry and sector brands was prioritised by many during the Strategic Roadmaps development last year. It’s great to see this first sector story coming to fruition, and I’m looking forward to seeing the schools and universities stories next,” says Business Development General Manager Clive Jones.
The PAVE sector story delivers a message of New Zealand’s applied learning and real-world skills using imagery of hands at work.
“This concept immediately communicates the style of education in this sector, and demonstrates the huge range of industries, jobs and futures these skills are important for. It highlights the advantages and outcomes of learning from a culture that is inherently hands-on and practical, and connects strongly with our Think New brand,” says Kaylee Donald, International Brand Manager.
The Professional and Vocational Education (PAVE) story collateral is available in the Sector Stories folder located under the Marketing section on the Brand Lab, and you can check out the story video here.
Pathway visa announced
This is great news for our industry and one of the priority actions identified in the international education industry strategic roadmap developed in 2014.
The pathway student visa will allow international students to undertake up to three consecutive programmes of study with selected education providers on a single visa that is valid for up to five years. A pathway programme can be offered by a single provider, or by a group of providers. For example, a student could obtain a pathway visa to study for three consecutive years at a school, or obtain a visa to undertake a year of study at an English language institution, progress to a year-long foundation programme, and follow that with a three-year degree programme.
Over 500 primary, secondary and tertiary institutions have been invited to participate in the 18 month pilot on the basis that they have a student visa application approval rate of 90 percent or higher for the 2014/15 financial year. A list of participating New Zealand education providers is available on the Immigration New Zealand (INZ) website.
The 18 month pilot period started on 7 December and will enable INZ to evaluate pilot outcomes, such as student transition rates from the first to the second programme of study and how well the arrangements between education providers are working.
Find out more about the key conditions and features of the pathway visa on the Immigration New Zealand website here.
Indian student success stories in the news
You can read summaries of the stories below, and follow the link to read the article in The Hindu. To read the Woman’s Weekly article, you’ll need to get hold of a copy of the magazine itself.
ENZ is keen to facilitate more of this sort of coverage at home and abroad, so please send your ideas for such stories to firstname.lastname@example.org.
Aniket Ujjainkar, an Indian international student was profiled last week in a leading Indian newspaper, The Hindu, which has a daily circulation of more than 1.3 million. Anikat recently secured his dream job as a Creature Assistant Technical Director at Weta Digital. He credits his success to the practical, hands on teaching approach he experienced at Media Design School where he studied towards a Bachelor of Art and Design degree. Film and animation studies are niche courses that New Zealand has particular expertise in. Animation is an emerging market in India with good job prospects and is gaining popularity with students. It is through profile pieces like this that we are raising awareness about New Zealand’s offering in this area. One of New Zealand’s strengths is our focus on work-ready graduates and this first-hand student account powerfully demonstrates how students can apply their skills from study to the workforce. ENZ first met with Aniket when Media Design School kindly hosted an Indian journalist as part of ENZ’s media familiarisation programme.
NEW ZEALAND: Everest record breakers – Southland Sisters’ Double Joy
This month ten recipients of the Indian New Zealand Sports Scholarships completed their year-long scholarships at New Zealand institutions. Tashi and Nungshi Malik studied a graduate diploma in sport and recreation at the Southern Institute of Technology in Invercargill and were featured in the 23 November issue of the New Zealand Woman’s Weekly magazine. In April the twins became the youngest in the world to complete the “Explorers Grand Slam” – having reached the North and South pole as well as climbing the seven highest peaks of the world including Mount Everest. They also champion women’s rights, using their mountaineering as a metaphor to demonstrate that women can achieve to the same heights as their male counterparts. The article highlights New Zealand’s reputation as a peaceful destination with friendly people and a great outdoor lifestyle.
After meeting the group of scholarship students. ENZ saw the human interest aspect in the twins’ story and contacted the magazine. Telling the story of international students and their contribution to New Zealand is a priority for ENZ.