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• Game on English – Golf launched in Korea

  Game on English is an edu-sport programme that combines intensive English language classes with top quality sports training. Game On English – Golf is aimed at talented young Koreans, 13 years and over, who want to become professional golfers.

  “Game On English combines New Zealand’s expertise and passion for sport with our education system that consistently ranks amongst the best in the world,” said Lisa Futschek, Education New Zealand’s Regional Director for Americas, Japan, and Korea.

  “With an estimated 70,000 Koreans passionate about golf, and both our countries’ claims on World #1 women’s golfer Lydia Ko, it seemed the obvious sport to test out the Game On English market in Korea.”

  To launch and raise public profile of Game On English in Korea, four young Korean golfers will be awarded scholarships to spend a month in New Zealand working on their game with the professionals at New Zealand’s Institute of Golf while improving their English at English language school, Unique New Zealand.

  Applications for these scholarships will open in mid-2015.

• International Student Barometer results

  What can we do differently to meet and exceed students’ expectations?

  The 2014 English Language Sector (ELS) and Private Training Establishment (PTE) International Student Barometer (ISB) surveys were commissioned by Education New Zealand to investigate the decision-making, expectations, perceptions and experiences of over 2,000 international students enrolled with New Zealand providers. 

  The ISB surveys also incorporate a global benchmark to provide an indication of how New Zealand compares to other countries offering English language learning and niche education such as that offered by PTEs.

  Overall, students rate their study experience in New Zealand highly – above the global benchmark for both sectors. Students’ inclination to recommend their institution is above the global average 2012 for the ELS, but slightly below the global average for the PTE sector.

  Interactive seminars for PTE and ELS providers were held last week as an opportunity for providers to delve a little deeper into the findings and examine best practice activity.

  Participants in both seminars were in agreement that the setting and meeting of expectations, and opportunities to meet and interact with New Zealanders were priorities going forward.  

  Other areas identified by participants for consideration included:

  • The need to address the sense of isolation from school and community that some students feel by facilitating involvement in community, cultural and groups and sports clubs.

  • Providing timely and accurate information to the student before they arrive in New Zealand, on the programme of study and on the New Zealand lifestyle and Kiwi culture.

  • With social networking sites ranking low in importance as an influencer for choice of institution should organisations rethink their marketing activities?

  • The provision of tailored pathways advice for students progressing to further study or into employment.

• Cricket star hits home the NZ education message

  Stephen is supporting the strategy by helping to raise New Zealand’s profile as an education destination among India’s leading universities, faculties and students in the South and West of India.

  Stephen’s own brand, shaped from his outstanding international cricket career, resonates enormously right across India and his down-to-earth, humble Kiwi style works well with a wide range of stakeholders.

  ENZ’s General Manager International, Peter Bull, was in India last week participating in promotional activities with Stephen and was thrilled both by the former world-class cricketer’s commitment to ENZ’s goals and by the publicity his presence creates.

  “The attention on New Zealand education that Stephen Fleming generates among the students and faculties of important universities in India is absolutely tremendous.”

  Stephen’s strong India connection can be traced back to 1994 when he faced India in his debut test cricket match. He is now the coach of the most successful Indian Premier League (IPL) franchise, the Chennai Super Kings (CSK), following an exceptional captaincy of the Black Caps.

  Using Stephen’s profile in India during April means the three-day ENZ-Stephen Fleming programme of institutional visits and media interviews is happening against the backdrop of the IPL’s eighth season. As the most watched Twenty20 league in the world with a brand value of over US$7 billion, the IPL easily tempts business outside of cricket into action as excitement in India reaches fever pitch.

  The first day of the programme took Stephen and ENZ to Hindustan University, a highly ranked engineering and technical college in Chennai, the day after CSK won its first match of this IPL season. The team won off the last ball, sparking even stronger media excitement.

  Stephen pitched New Zealand education to more than 500 passionate students and staff at the university whose graduates regularly go abroad for postgraduate studies. Stephen also drew on his own education experiences, talking about his parents’ encouragement regarding the importance of education, and in the value education has had in shaping his future. This was later noted by the university’s reporting on the visit.

  Stephen also talked to the audience about the quality of New Zealand’s education programmes, universities and work opportunities in areas including the Christchurch rebuild.

  

  Above: Stephen Fleming delivering an inspirational speech to students and faculty at Hindustan University

  “I believe in the value of an education from New Zealand, and I’m always thrilled at the enthusiasm these students show in what New Zealand can offer them in terms of our education proposition,” Stephen told ENZ staff.

  The visit also included Stephen’s inauguration of a new cricket academy with some super-star batting by the New Zealand education brand ambassador and an on-air interview at Chennai’s leading English language radio which has an audience of 600,000.

  Stephen and the ENZ team finished the day with three print media interviews, with Stephen continuing to prove his worth by bringing cricket conversations back to the benefits of a New Zealand education. He also announced a New Zealand education t-shirt design competition open to students from leading fashion schools in India. Building on recent media success from two fashion-related Prime Minister’s Scholarship for Asia group tours to India, and on New Zealand’s creative, innovative, fresh-thinking approach, the design competition is targeting a niche audience in a market known for engineering, business and IT. The competition closes on 1 July when Stephen Fleming will be photographed in the winning design.

  Stephen Fleming and ENZ will be in Mumbai on 16 April and Bangalore on 21 April for more institutional visits and media interviews.

  This month ENZ’s India team has also supported agent-led New Zealand fairs in Pune, Kolkata and Ahmedabad with institutions pleased with the quality of students overall. A fourth agent fair is scheduled for Cochin on 21 April while the team also supports a Christchurch Educated mission in-country.  

• NZ education shines in China

  Running alongside the fairs were the ENZ-hosted agent seminars in Beijing, Shanghai and Guangzhou. 34 institutions participated in the seminar in Beijing, alongside 112 consultants, and 46 institutions participating in the Shanghai and Guangzhou seminars, with 60 consultants participating in Shanghai, and 116 in Guangzhou.

  A true NZ Inc effort, Immigration New Zealand also attended the fairs and seminars. New Zealand students holding Prime Minister’s Scholarships to Asia and currently studying in China also helped out – and feedback from industry participants highlighted the usefulness of their Chinese-language skills and the value of their more recent experience of the New Zealand education system.  The added bonus also being that these students are walking examples of the “outcomes” of New Zealand’s education system.

  High-level support for New Zealand institutions in China was demonstrated by the attendance of the New Zealand Ambassador to China, John McKinnon, at the agent seminar and fair in Beijing, and the attendance at the seminars in Shanghai and Guangzhou of the Consul-General in Shanghai, Guergana Guermanoff and the Consul-General in Guangzhou, Rebecca Needham. This underlined the cross-NZ Inc recognition of and support for the key role education plays in the bilateral relationship.

  International Market Manager - China, Amy Rutherford said, “I was delighted that so many New Zealand education institutions representing early, secondary, higher and vocational education participated in CIEET 2015 and the agent seminars. These events build on the previous work of industry and Education New Zealand to demonstrate the high value of a New Zealand education for Chinese students – work which is paying off, with New Zealand recently included in the Top 5 preferred overseas study destinations for China’s wealthy, as surveyed by the Hurun Report.”

• Award received

  This award (following on from a similar win in 2014) again acknowledges Education New Zealand’s ongoing support and commitment to its relationship with the Chinese Service Centre for Scholarly Exchange (the organiser and verifier of overseas qualifications, amongst other things) as well as recognises our industry’s commitment to participating annually in this set of important profiling and recruitment events.

  The University of Waikato received its “Best Overseas Partner University” Award at the same ceremony (detailed in the last edition of E-News).

• New Zealand: Country of Honour for CEE 2015

  This year, New Zealand is CEE Country of Honour. A major achievement this represents not only the relationships developed by ENZ, but also the commitment over the years by our industry. More information will soon be released, but please start planning now to participate in October/November events in Beijing, Chengdu, Guangzhou and Shanghai!

• Outstanding ASEAN Alumni set for special project

  A special project dedicated to promoting education ties between New Zealand and countries in the Association of Southeast Asian Nations (ASEAN) region in celebration of the 40th anniversary.

  The project will involve 40 selected New Zealand alumni who have made significant contributions to their communities following their formative education experience in New Zealand.

  The series not only seeks to celebrate already well known alumni personalities, but also to recognise the humble, quiet achievers. The project is designed to reflect the diversity of New Zealand’s connections across ASEAN, to tell transformative human interest stories about people galvanised by their education experience in New Zealand and to promote alumni as key influencers and  ‘ambassadors’ for New Zealand education.

  Having received outstanding nominations from across all 10 Southeast Asian countries, the team is now finalising the 40 individuals who will be interviewed for 50 profiles (10 broadcast and 40 written).

  The interviews are set to get underway towards the end of this month, with the project to be completed by the end of June. From then on, ENZ will own the written and filmed content to use across multiple channels throughout the anniversary year.

• 80 more ‘Penguins’ to visit

  Education New Zealand will contact all eligible schools in the coming weeks to seek and confirm interest to participate in the programme. The scheme’s criteria stipulates candidate schools must be co-educational, non-religious and located within a close radius of the city centres in Auckland, Christchurch and Wellington.

  The group will be the fourth to study in New Zealand through the scholarship programme, which aims to expand the international outlook of young Chilean students and improve their English language skills.

  Known as ‘Penguins’ because of their distinctive black and white uniforms, 237 Chilean students have studied in New Zealand since the programme began in 2013.

  When announcing the programme from Chile last week Tertiary Education, Skills and Employment Minister Steven Joyce said the visit will enable more Chilean students to experience Kiwi life, and that more New Zealanders will learn about Chile by hosting a student or studying alongside the Penguins.

  “International students make a significant social, cultural and economic contribution to New Zealand while they’re here and remain connected as ambassadors for New Zealand when they return home.”

  Mr Joyce has been visiting Chile, Brazil and Colombia for the past eight days, leading a delegation of university representatives to the region to deepen education and trade links.

• Christchurch - Sichuan partnership deepens

  The visiting group consisted of representatives from provincial government, business, tourism, education and the arts. The event was formally opened by the Vice-Chairman of the Sichuan Provincial People’s Congress, Mr Li Xiangzhi and Associate Minister for Tertiary Education, Skills and Employment Hon Louise Upston.

  In her address, the Minister noted: “the two regions also have a passionate interest in education, which is my particular area of focus.  We both value the contribution international education makes to enrich the diversity of our respective communities.  We also know that as the world becomes ever more inter-connected, learning about people from other cultures and environments is critical.”

  Education was a particular focus of the visit, building on agreements developed since 2013 between the Sichuan Education Department and Christchurch Educated.

  During “Splendid Sichuan” the parties signed an implementation plan for 2015-16, confirming plans for future inbound exchange activity. Sichuan Education Department presented Christchurch Educated with 15 full scholarships for Christchurch students to study in Sichuan. 

  During a Tertiary Education Forum leaders from both regions discussed plans for developing closer partnerships. 

  Sichuan and Christchurch share common experiences in recovering from major earthquakes and some of the future education opportunities will be focussed on this. Christchurch Mayor Lianne Dalziel led a Christchurch delegation to China last month and in her visit to Sichuan emphasised the developing close relationship between the regions, evidenced by the progress made in developing education alliances. 

• WeChat – THE Chinese social media

  WeChat has become a default social networking tool for Chinese users.

  WeChat is China’s version of WhatsApp or Viber but with many additional social networking features. Released in January 2011 it is the largest standalone messaging app with more than 500 million monthly active users of which 15% are based outside of China.

  WeChat provides text messaging, hold-to-talk voice messaging, broadcast (one-to-many) messaging, sharing of photographs and videos, and location sharing. It is well integrated with other social networking services. Photographs can be enhanced with filters and captions, and an automated translation service is available.

  To understand the scale of WeChat’s growth, the following statistics are interesting:

  25% of users check WeChat more than 30 times a day Subscribers spent US$15.3B on mobile data using WeChat last year 86.2% of WeChat users are aged 18 to 36 WeChat users consume more content on WeChat than any other app.

  When it comes to marketing, WeChat has a number of advantages;

  Relationship building - WeChat acts like a customer relationship management (CRM) tool due its one to one communication, allowing a personal conversation between brands and followers.

  Customer Feedback - Customers also use WeChat for collecting information, opinions and comments about products. It is a great platform to gauge consumer satisfaction and to collect followers’ feedback.

  Education New Zealand’s WeChat platform was launched last August and has more than 2,500 followers. It is designed to enhance the awareness and understanding of New Zealand education among Chinese students and parents.

  Alexandra Grace, Education Counsellor of the New Zealand Embassy Beijing said, “Through the New Zealand’s official Weibo and WeChat, we hope to engage more stakeholders in China about New Zealand’s quality education, encourage exchanges and interactions, promote and enhance cooperation in early, secondary, higher education, and vocational education between the two countries.”

  If you are on WeChat, follow Education New Zealand and let us know how this new marketing tool is helping to grow awareness for your business.