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New social media launch in China
“Last year our awareness levels in China grew 17 per cent between April and December,” says Kathryn McCarrison, General Manager Marketing and Channel Development.
“With year-on-year growth in enrolments and student visa approvals from China, we want to continue building on this momentum in a top priority market for New Zealand.”
The number of Chinese students studying at a New Zealand institution was up 3 per cent in 2013 on 2012 and this growth looks set to continue, with student visa approvals from January to March this year increasing by 24 per cent.
In August new ‘Study New Zealand’ Weibo and WeChat sites will launch, targeting a youth audience with fun, informative and interactive content about studying in New Zealand.
Weibo is a microblogging platform, similar to both Twitter and Facebook, with more than 129 million monthly active users and more than 61 million average daily active users. Described by Forbes magazines as the world’s most powerful app, WeChat is a similarly popular mobile messaging app used by more than 350 million monthly active users.
The China team will continue to support the Ministry of Foreign Affairs and Trade Embassy’s Weibo account – supplying all-important content about bilateral education and research collaborations which demonstrate the depth of New Zealand’s strong education relationship with China.
“We are focused on profiling the dual opportunities New Zealand offers to China, as a high-quality and committed strategic education partner for our education products and services, and as an exceptional study destination,” says Alex Grace, Regional Director – Greater China.
Whereas social media activity will reach a wide audience, recent campaign activity in China was targeted at those actively considering studying abroad, particularly at university level.
The campaign, which remains active until the end of July, matched prospective students to an agent to find out more information about studying in New Zealand.
To date, over 6,500 prospective students have registered to find out more about New Zealand and these enquiries are being actively followed up by four agencies, who will in turn provide these qualified leads to New Zealand institutions.
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Think New Kicks Off in Thailand
Running from 5 August to 31 October, the campaign’s objectives are to generate enquires from prospective students which will then be followed up on by ENZ Recognised Agencies.
The campaign will promote New Zealand education generally, but advertising will primarily target prospective school and tertiary students in line with current demand.
The campaign follows recent campaign activity in China, India, Brazil and Japan.
Thailand is a priority market for Education New Zealand with significant potential for growth.
The number of Thai students studying in New Zealand increased by 6 per cent in 2013 and along with ENZ’s new structure within the region, the campaign is the start of increased focus on New Zealand’s largest source country of international students in ASEAN.
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Student voice 2014
Twenty six current and former international students came together from all around New Zealand to share their personal education experience about their time studying here.
The first afternoon was all about fun and getting to know each other - a Matariki-themed scavenger hunt around Te Papa followed by a burger-making masterclass on a classic Kiwi BBQ and rounded off with a delicious pavlova decorating competition.
The second day focused on workshops where students shared their New Zealand education stories. We wanted to find out what went well, and not so well, and where improvements could be made to increase satisfaction of international students experiences while in New Zealand.
The workshops provided a platform for participants to provide advice to other international students, to hear their take on common statements and beliefs that are associated with education in New Zealand, and to network with international students from across the country.
“I got to meet new people from all parts of the world and make new friends. I also felt the ENZ values our opinions and reviews by giving us importance. I would like to thank ENZ for giving us this platform,” said one student after Student Voice.
This year we involved our 160k Facebook followers in Student Voice with followers getting amongst the event by interacting with the students and making comments. You can find photos and comments on our Facebook page or search Facebook for #NZstudentvoice2014.
“It was a great experience. And I learned a lot from other students’ experience. And now I understand that I wasn’t the only one to experience difficulties initially in New Zealand.”
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Showcasing NZ in cyberspace
Lisa Futschek, Regional Director – Americas, Japan and Korea, said: “It all stemmed from an industry idea during the Latin American mission in November last year. It was dusk, we were all in a charter coach chugging over the crest of a steep hill and watching the millions of lights of Medellin miraculously materialise below us, when Prof. Al Gillepsie from the University of Waikato, mused about how we should be marketing New Zealand international tertiary education via subject rather than institution. Over a Colombian meal that evening, we sketched out a schematic on what that might look like and the seeds of the virtual fair were sown.”
International Events Manager Caroline Carruthers said the experience for students was similar to physical fairs. “Students were able to ‘visit’ individual institution’s stands, view videos, pick up brochures and business cards, and ask providers questions.
“It was interesting to note a change in the way students plan to study overseas. A lot of high school students were planning for their tertiary education overseas. A few years ago, high school students would only ask about high school courses and wouldn’t plan that far ahead.”
“We are evaluating the feedback we received from the institutes who participated in this pilot and will evaluate if it’s an approach to roll out to other markets and add into our event mix.”
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New appointments in South and South East Asia
Including some new roles to support the existing and potential opportunities the region offers New Zealand education providers.
“The SSEA region accounts for around a quarter of all international students in New Zealand and offers significant export education opportunities as well. It is home to two of ENZ’s three tier one markets and our fastest growing market this year – India,” says Peter Bull, General Manager International.
Peter says the new appointments will increase the depth of in-market expertise in marketing, business development and government relations, as well as ensure strong coordination with NZ Inc agencies and the education sector in New Zealand.
Following the appointment of Ziena Jalil, as Regional Director – SSEA from 1 July, the latest additions to the region include:
Sarah Stabler has been appointed Lead – Public Relations/Marketing (SSEA). This is a new role and aims to provide stronger marketing and PR expertise and leadership in the region to increase awareness of New Zealand as a study destination and to lead the delivery of ENZ PR and marketing activity. Sarah is currently Senior Director at PR agency Baldwin Boyle Shand in Singapore and has more than 16 years of PR and marketing experience in South East Asia. Sarah is based in Singapore.
Grant Fuller has been contracted as a Senior Advisor to work on a specific project with ENZ in-market staff and the Business Development team in New Zealand to develop a strategy for realising the many business development opportunities that the region offers. Grant is a former New Zealand Trade Commissioner to Malaysia, Indonesia and Singapore and has considerable in-market experience.
Jugnu Roy has been appointed Lead – Events (SSEA). In this role, Jugnu will provide leadership to ENZ’s SSEA marketing staff on developing and implementing an events strategy which supports New Zealand institutional needs. Jugnu has most recently been ENZ’s Marketing and Strategic Relations Manager for South Asia and will continue to perform this function while taking on leadership for regional events as well. Jugnu is based in New Delhi.
Francesca Hilbron has been appointed Lead – International Market Manager, South and South East Asia, Japan and Korea. Francesca’s role provides the conduit between ENZ in-market staff and New Zealand strategic relationships. It also provides leadership for activities such as Ministerial missions and bilateral meetings. Francesca has most recently been ENZ’s International Market Manager for South Asia, Japan and Korea and brings useful NZ Inc experience to the role, having also worked for Immigration New Zealand. Francesca is based in Wellington.
Johnny Tramoundanas-Can has been appointed International Market Manager, South East Asia and reports to Francesca Hilbron. Johnny has joined ENZ from the Tertiary Education Commission where he was most recently Private Secretary in Minister Joyce’s office. Johnny is based in Wellington.
In addition, ENZ will shortly be recruiting for another new role – Marketing and Strategic Relations Manager Malaysia, to be based in Kuala Lumpur.
“Malaysia is a very important market for New Zealand given the high value of students who come from there. However, recent changes in-market have meant that our student numbers are down. This role will play an important function in strengthening in-market relationships and strongly driving awareness for New Zealand in this key market,” says Ziena Jalil, ENZ Regional Director SSEA.
“There are exciting times ahead for the South and South East Asia team, with ASEAN 2015 commemorations and the Cricket World Cup coming up, among many other activities. Our team is determined to ensure we make the most of these opportunities for New Zealand’s education sector,” says Ziena.
For further information on ENZ plans for SSEA please contact Ziena Jalil at: ziena.jalil@enz.govt.nz
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What’s new in The Brand Lab?
We received an overwhelmingly helpful response when we asked for ideas for locations and talent for the recent photo shoot – thanks to everyone who made us feel so welcome.
“It was lovely to get out around the country to get a wide range of new photos, including shots of primary and co-ed schools, unique ITP and PTE courses, Saudi students, technology and education and general life in New Zealand,” says Kaylee Donald, International Brand Manager.
“We’ve now got over 800 photos for you to choose from when you are putting together your marketing material, or looking for pictures that show what it is like to be a student in this country.”
“At the moment we are working on a set of exciting ‘Day in the Life of’ videos, following current students as they go through their day including home and study life.”
“To keep the videos relevant for all sectors, the specific institution the student is at will not be shown and each video will focus briefly on their studies and then capture what they do outside of study.”
“We will be including things that might seem ordinary, like catching a bus to school, but we know that prospective students want to be able to get a feel for what actual life in New Zealand will be like.”
“I can’t think of anyone better to tell our stories than the students that are here experiencing everything this country has to offer,” says Kaylee.
The new photos are available now in The Brand Lab and the videos are expected to be available in November.
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International Students Support Framework
I-graduate surveys show that we do a good job with supporting international students, exceeding the international benchmark in many areas.
But we also know that international students are at times overloaded with information which can be inconsistent and are looking for a more coordinated, thorough, and targeted approach to the information they receive.
The Ministry of Education is leading a cross-government agency initiative to develop an International Students Support Framework to ensure that government information and support for international students is well coordinated with the support which providers deliver.
Government agencies provide a wide range of information to international students and services where necessary, helping communities, sectors and other relevant bodies to create a good support network for international students in New Zealand.
A variety of organisations including education agents, education providers, community bodies and local government also provide support and we need to work together to ensure we are meeting international students’ information needs.
Once government agencies have shaped what the Framework may entail in terms of government initiatives, wide consultation is planned with sector bodies, education providers, international students, student bodies, local governments, community organisations, and other stakeholders.
Consultation will seek feedback on:
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government roles and responsibilities, including proposed initiatives
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current practice outside of government departments
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developing a directory of information and support services for international students throughout New Zealand
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what is missing or could be done better.
A process and timeline for feedback on the draft framework will be advised in the coming months.
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NZIEC in review
“Attendees welcomed the inclusion of market specific presentations from our offshore staff,” says Clive Jones, General Manager Business Development.
“Think New in Action is all about matching the strengths of our education system with the needs of students looking for an international study destination. To do this effectively we have to understand our key markets and how students make their education choices.”
Conference feedback shows that people highly valued the presentations by the two keynote speakers, Frances Valintine from the Mind Lab and Jeff Lehman from NYU Shanghai.
Frances challenged the audience with her look into the future of education from the perspective of the upcoming generation of global digital citizens – generating a buzz of discussion over lunch and many references back to her presentation in the afternoon sessions.
Jeff shared his first-hand knowledge of establishing international partnerships in China which seemed to resonate with the audience.
“A particular pleasure was NYU Shanghai Vice Chancellor Jeff Lehman’s presentation. The China team had identified Jeff as a speaker, and it was rewarding to see industry colleagues respond so positively to his insightful presentation on the “four waves” involved in China relationships – and to hear the chuckles as people recognised their own experiences of working in China,” says Alex Grace, Regional Director Greater China.
All of our international staff presenting at the conference agree that the opportunity to talk to so many people from across the industry was one of the major benefits of the conference.
Fiona Haiko from our Japan office says: “It was a great chance to hear from different institutions about their aspirations for Japan and to get a feel for how the New Zealand industry perceives the Japanese market.”
The benefits of getting more than four hundred industry participants together in one place also has a positive effect on our own people.
“Coming back to New Zealand is always great – even in winter. It is sort of a reality check for the job you keep doing over the year from far away,” says Ute Haug, our Senior Market Development Manager in Berlin.
“It is most important for me to come to New Zealand, to get a direct feel of the country, link back to headquarters and take new impressions back to Berlin.”
Back in Riyadh, John Laxon describes the conference as “a great platform for getting organisations interested in the Middle East region and considering new ideas and initiatives” and adds that the industry seems to be on a roll after some hard work over the last couple of years.
Thanks must go out to all the industry presenters who generously shared their professional knowledge and experience in workshops and sessions.
“The strategic roadmaps development process has showed us that increased collaboration and cooperation is key to growth across all sectors and around the country.”
“I am looking forward to the next year as the industry steps into the driver’s seat and begins to put some of the strategic choices and actions into operation,” says Clive.
You can download the presentations from the conference here.
The New Zealand International Education Conference is scheduled to be held again in August 2015.
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NZ agricultural innovation on show in Colombia
Tru-Test, Gallagher, ISL Animal Health and Livestock Improvement Corporation showcased their world-leading pasture-based farming technologies, while we talked about the opportunities for agricultural training available in New Zealand.
“It was another great opportunity for the NZ Inc team based in Santiago to work together,” said ENZ’s Market Development Manager Javiera Visedo.
“I was able to talk with prospective students for the agriculture sector who were thinking about where to study and having New Zealand companies and technology there really answered the question of ‘why New Zealand?’."
“Now that I have participated in this event for the first time, I hope that next time we can have a couple of institutions along that can talk with students face-to-face,” said Javiera.
NZTE’s Trade Commissioner responsible for Colombia, Rhianon Berry said the goal of the expo was to show local producers how New Zealand’s agricultural innovation can be an important ally to increase productivity and efficiency in Colombian pastures.
"In recent years, Colombia has aroused the significant interest of New Zealand companies due to its great potential for doing business in the agricultural sector, in particular in the conversion of pastures into proteins, an area in which New Zealand has extensive knowledge," explains Berry.
New Zealand is experiencing a significant period of growth in numbers of Colombian students coming here to study. In the year to date student visas issued have increased by 120 percent, with the majority of the increase occurring in the PTE sector which accounts for 79 percent of all Colombian students who come to New Zealand.
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INZ support invaluable
The active participation of INZ staff in offshore international education marketing events is particularly appreciated, enabling the latest immigration and visa information to be provided to prospective students, their parents, education agents and members of the general public.
We were very well supported recently by Cat Beach, Immigration Manager based in Shanghai, at a series of international education marketing events in Japan and South Korea. Cat travelled with ENZ staff and New Zealand institutions to September events in Tokyo, Osaka, Seoul and Busan.
She presented immigration updates to Japanese and Korean education agents, immigration seminars to attendees at the Seoul Korea Study Abroad Fair, and fielded enquiries from students, parents, and New Zealand institutions participating in the fairs and marketing events.
“Visas are at the front end when it comes to enabling a student to study in New Zealand. People often think that visa processes are difficult, so it’s really great to outline to them how easy it is to apply,” says Cat.
“I also enjoy connecting with the New Zealand providers, as it makes the work INZ does very tangible. And of course whenever I participate in ENZ’s marketing events, it always reminds me of how beautiful New Zealand is and what we have to offer. It makes me completely homesick!”
ENZ Regional Director Lisa Futschek says: “Working seamlessly with INZ at our recent Japan and Korea marketing events was mutually reinforcing. Our international education sector was able to benefit from Cat’s extensive knowledge on visa and immigration matters, and INZ was able to experience first-hand the preoccupations of Japanese and Koreans considering a move to New Zealand. A surprising number of guests to the fairs enquired about emigration to New Zealand under the skilled migrant and skills shortages categories.”
