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  • ENZ staff update

    Hannah Lee-Darboe has been seconded from NZTE to Education New Zealand as Acting General Manager – Marketing and Channel Development. Hannah was the High Impact Programme Portfolio Director at NZTE and is an experienced international marketer with 14 years’ experience growing businesses internationally. She will be with us until the end of June 2015.
     
    Emily Branthwaite, Programme Leader – Christchurch Industry Support Programme is leaving Canterbury Development Corporation and Education New Zealand after nearly three years of playing a central role in driving the recovery of Christchurch’s international education industry post-earthquakes. As the Christchurch Industry Support Programme transitions from delivery to complete by June 2015, Emily leaves to pursue other opportunities and we wish her well for the future. Emily hands over her programme leadership responsibilities to ENZ’s new Christchurch-based Business Development Manager, Greg Scott.
     
    Chortip Pramoolpol has been appointed to the position of Marketing and Strategic Relations Manager – Thailand. Chortip has been the Marketing Manager for Zespri International Limited since 2011 where she oversaw sales, marketing, customer relations and operations of the Zespri business in Thailand. Her role will be to establish and manage relationships with government agencies and key Thai education partners, provide information on the market and opportunities for New Zealand organisations, and lead ENZ marketing and promotional activities. Chortip starts with us on 12 January 2015.

  • We’re Always On

    Having a continual in-market presence that actively promotes New Zealand’s attributes as a study destination boosts our chances of prospective students including New Zealand in their consideration set.

    The objective of the 'Always On' activity is to drive prospective students (and parents of students) to targeted content landing pages on studyinnewzealand.com.  The goal of the landing pages is for these students to register their details to find out more about studying in New Zealand either through an Education New Zealand Recognised Agency (ENZRA) or directly with an institution.  The other objective of the activity is to deliver the New Zealand education brand proposition, ‘Think New’, in a way that will resonate with our target audience and see them consider New Zealand as a valid study option.

    We’re currently live in India, China, Malaysia and Viet Nam, and will go live very soon in Thailand and Indonesia.  For each country we’re creating ‘’home’’ pages

    (e.g. India), sector-specific pages (e.g. universities) and, coming soon, programme-specific pages (e.g. engineering).

    All pages will be in the local language.  

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  • Student stories go social

    The films were promoted on Facebook, Twitter, YouTube, Weibo, Wechat and the blogging platform Naffnang. Students were encouraged to watch the films, ask questions about life in New Zealand, get in touch and join our social community.

    While the videos provided a slice of student life that could be anywhere in the country, the stars themselves come from Onslow College in Wellington (Yang Xiao from China), Yoobee Design School in Christchurch (Anaiss Ramirez from Chile) and Canterbury, Auckland and Waikato universities (featuring Hannah Vu from Viet Nam, Alicia Jauhari from Indonesia and Lucas Castro Oliveira from Brazil).

    The campaign was designed to show prospective students that New Zealand is a fun and welcoming place to live and study so that, when they’re ready to choose a place to study in a couple of years’ time, New Zealand will already be on their short list.

    The videos were viewed by close to 250,000 people around the world and proved most popular in Viet Nam, Malaysia, Saudi Arabia, Indonesia and India in that order. The videos also saw impressive engagement with more than 111,000 ‘likes’, 1,100 ‘shares’ and almost 1,500 questions or comments about the videos and related content posts.

    Topics the students were most interested in included study subjects, living costs, food options and making new friends. Overall, the campaign saw an increase of 32,000 new followers to our social media channels.

    As well as activity on social media, a campaign landing page on studyinnewzealand.com was developed to further engage with prospective students. The landing page has so far seen more than 63,000 unique visitors who have spent an average of 2 minutes 20 seconds on the site watching further videos and learning more about our five campaign heroes.

    There were many learnings from this campaign, not the least of which was gleaning valuable insights in to the social and digital behaviours of our target audiences in each market.

    It is clear from this campaign that social media is both a cost efficient and effective way to reach prospective students and drive awareness of New Zealand as a study destination.

    A reminder that the ‘Day in the Life’ videos are also are available for download from The Brand Lab. You might find them a useful addition to your marketing activities!

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  • Enrolments on the rise

    “These are exciting times for our international education industry – a 12 percent increase in enrolments means just over 10,000 more students from all around the globe have come to New Zealand for a world-class education,” says John Goulter, Acting Chief Executive, Education New Zealand.

    “International education is vital to strengthening New Zealand’s economic and social links with the world. Every student takes home a quality qualification and an unforgettable experience, raising the profile of New Zealand in communities in all corners of the world.”

    International education brings in $2.85 billion a year which makes it the country’s fifth most valuable export industry.

    The International Education Snapshot Report: January to August 2014 is available here.

  • Agent e-learning upgrade

    Having trained agents ensures that prospective students get the right information about living and studying in New Zealand, helping make New Zealand their study destination of choice.

    This week Education New Zealand (ENZ) is upgrading the e-learning system to enhance the learning experience for users and make the training programme compatible with mobile devices. We have advised agents that e-learning will not be available from 2 – 9 February as we complete the upgrade.

    ENZ is also making progress on translating the e-learning modules into Chinese, Japanese and Spanish to support agent training around the world. We will let you know when these are available.

  • School body makes strong progress

    The Establishment Board has been meeting regularly since October 2014 and has made considerable progress towards establishing SIEBA as an Incorporated Society.  A governance structure and constitution have been agreed upon and the business case is almost complete.  This will be closely followed by the release of further information for the sector, a membership drive, and calls for nominations and voting for a permanent Board.

    The vision of SIEBA, in response to identified needs within the Strategic Roadmap, is to be a leading partner for New Zealand Schools in advancing their international education business.  SIEBA’s mission is to Lead, Connect and Grow.  It will do this by:

    • providing leadership for the school sector in sharing best practice and in advocating with government and other agencies (Lead)

    • encouraging and facilitating the development of collaboration and partnerships amongst members (Connect)

    • encouraging the professional development of members in developing business capability and quality in the sector (Grow).

    Fifteen schools have signed up to be the Foundation Members of SIEBA.  You will hear more about this, why SIEBA can be a game-changer for your school and how your school can become a “SIEBA school” in the coming weeks.  Membership will be open to all schools that are signatories to the Code of Practice of Pastoral Care for International Students (COP), with a provisional membership category available to schools intending to become COP signatories.

    Meanwhile, we urge you to think about how SIEBA could help you advance the international education business in your school and who you might nominate to the Board to deliver on this promise. The next SIEBA Establishment Board meeting will be held at the end of February. Please direct any enquiries to Richard.kyle@enz.govt.nz.

  • Sister Schools Fund open

    The fund is open to all New Zealand schools. Grants of approximately $2,000 - $3,000 per school will be awarded to successful schools to establish new sister school relationships, or to strengthen existing relationships, with a focus on sister cities/provinces.

    The fund was announced during the Joint Working Group which took place during the visit of Chinese President Xi Jinping to New Zealand in November 2014.

    This initiative will support schools to deliver on the Government’s Leadership Statement for International Education, which seeks to increase New Zealanders’ skills and knowledge to operate effectively across cultures. The fund also delivers an outcome from the School Sector International Education Roadmap, in which schools expressed a desire to grow institutional partnership channels with offshore schools.

    A sister school partnership is a planned collaboration designed to offer the partners mutual benefit. Applicants need to explain how their planned activity will contribute to strong sister school relationships which foster learning opportunities, cross-cultural skills development and friendship between our two countries.

    Activities may include (but need not be limited to);

    • staff and/or student exchange

    • curriculum-based collaborative projects

    • enhanced language programmes.

  • Legislation enhances Code

    The next steps will see the drafting of the new Code along with rules for the DRS, and the appointment of a specialised organisation for alternative disputes resolution.

    Once the Parliamentary Counsel completes the drafts of the new Code and scheme rules for DRS, consultation with the sector on these drafts will begin. The Ministry of Education will handle the consultation process.

    When the new regulations are finalised and the new system is ready for operation, a start date will be set.

    Both the International Education Appeal Authority and the Review Panel will continue to exist until they finish processing all cases received before the commencement date. Cases lodged after that date will be dealt with under the new Code and scheme rules.

    For more information on the Amendment Act, please check the Ministry of Education’s website.

  • New Study Auckland manager

    Keri has transferred from a Tourism Development role with ATEED and is excited by the opportunity, and is looking forward to working with Auckland education institutions. She is very keen to ensure students not only have the best educational experience, but also an engaging and memorable personal experience during their time in Auckland.

    You can contact Keri at keri.edmonds@aucklandnz.com or (09) 354 7043.

  • NZ publishers optimistic about Korean market

    Korea is the world’s tenth largest publishing market, valued at an estimated NZ$5.4 billion. Children’s books enjoy the largest market share at 16 percent – if multi-volume sets were included the children’s book would account for 30 percent of the total market.

    “We’ve had 17 one-on-one, high-quality meetings over the two days of our visit thanks to Education New Zealand having done a lot of preliminary scoping in advance. The reception at the New Zealand Embassy in Seoul was a further opportunity to build networks, and was well attended,” said David Glover, Publishers Association of New Zealand’s project manager responsible for the trade mission to Korea.

    “The Korean education publishing market is both sophisticated and highly competitive. Publishers have good knowledge of what other major countries such as the US and UK have to offer. So it was very encouraging that so many local publishers took the time to meet visiting New Zealand publishers.”

    Joy Allcock of MJA Publishing found that travelling in a group with support of ENZ was helpful in opening the right doors.

    "In Seoul, David Glover and Onnuri Lee [ENZ Market Development Manager]did an incredible job – the visit was well-organised and researched. The people I met were preselected and were already interested in the product. They were ready to provide helpful feedback," said Joy. 

    In Hong Kong, Joy was invited to present to 200 early childhood teachers by the Bureau of Education, an opportunity that would not have been offered if she had been visiting as a single company.   

    David noted that selling our learning material to Asia is challenging.

    “It is clear that NZ publishers will have to adapt their materials quite extensively to local market conditions if they wish to succeed here. But initial feedback from the visiting publishers is very positive and there are a number of good leads to follow up and hopefully turn into long term contracts,” said Glover.

    The four educational publishers, ESA Publications, Lanky Hippo Publishing, MJA Publishing, and Wendy Pye Publishing visited Korea and were joined in Hong Kong by academic publisher NZCER before all travelling to the Taipei International Book Exhibition 11 – 16 February 2015.  

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