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Instagramification
For those who haven’t joined the Insta-revolution, Instagram is a photo sharing app and social network. Instagram is all about sharing aspirational images, so it’s the perfect space to grow brand awareness through creative and clever imagery, and storytelling.
Since being acquired by Facebook in 2012, Instagram has gone from strength to strength and is now the world’s fastest growing social media platform. It’s extremely popular in the youth market, has more monthly users than Twitter and has a highly engaged and positive audience. There’s lots of information out there about Instagram and how it can support your marketing activity – a good place to start is Social Media Examiner.
ENZ launched @studyinnewzealand on Instagram in February, choosing to hand the reins over to 15 scholarship students to document their New Zealand education experience.
With a little incentivising ($200 towards a study adventure for the best contributor) and some creative angles, our students have showcased all the great things New Zealand offers as a study destination – from meeting people (and puppies) to having outdoor lessons on a sunny spring day; and from walking the Tongariro Crossing to ticking the quintessential bungee off the New Zealand “must-do” list.
Adopting this authentic voice has seen significant organic growth in @studyinnewzealand followers. The latest tally was 6,163 followers, with more than 1,000 prospective students signing up to follow us in the last two weeks.
We are also able to use the student’s Instagram content on our Study In New Zealand Facebook and Twitter pages, to support content and to create conversation.
If you haven’t already checked it out, follow our student journeys at @studyinnewzealand or tag us in your next Instagram masterpiece. Email us at social@enz.govt.nz if you’re considering handing your Instagram account over to your students.
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.
For more information about the visit see Audrey and Svenia’s website or email ENZ Business Development Manager Adele Bryant.
Record referrals to institutions in January
The size of the Study in New Zealand website audience has grown by 83 percent, from 1.8 million in 2013/14 to 3.3 million in 2014/15.
An exciting development is that January 2016 saw the highest-ever number of referrals – 14,512 – from studyinnewzealand.govt.nz to the websites of New Zealand education institutions.
This means 14,512 visitors to the Study in New Zealand website – parents, agents and prospective students – chose to take the step of sending an enquiry directly to a New Zealand institution to find out more about their study options.
This increased traffic is the culmination of several initiatives ENZ’s Marketing and Channel Development team has undertaken to keep delivering meaningful content to the website’s audiences, and encourage them choose New Zealand as a study destination.
Such initiatives include:
- changing the layout of the homepage (in response to testing)
- improving the navigability of the site, including inserting new tabs across the top of the website to reflect the most popular content searches
- providing tailored content to each of ENZ’s ‘Promote’ and ‘Rebalance’ markets (in the local language in many cases)
- establishing a student-generated blog
- developing new pages, such as study options, programmes and courses, work rights and work ready pages, and dedicated pages for parents, graduates and those interested in scholarships.
We’re grateful to the many providers who have supplied ideas and suggestions for the audience-driven content that is proving so successful.
As always, we’re more than happy to receive your ideas for:
- student-generated content for the blog
- case studies that enable students and parents to directly hear what it’s like to live and learn in New Zealand.
Please send your suggestions to: blog@studyinnewzealand.com
NZ a popular choice for US students
Colin Murchison from the University of Arkansas was awarded a US$15,000 scholarship to study in New Zealand, which he will use to study finance at the University of Auckland in the first semester of 2016. Watch Colin’s reaction to winning the scholarship here, it’ll definitely put a smile on your face!
More than double the number of applications were received this year than last year, with 2,361 US students showing a keen interest in studying in New Zealand.
“The quality of applications was impressive,” says Amy Rutherford, ENZ’s new Senior Market Development Manager – North America. “Go Overseas’ integrated social media marketing and university outreach campaign ensured that the scholarship – and the idea of studying in New Zealand – was widely promoted across the US.”
The Go Overseas scholarship is one of the first full study abroad scholarships offered to US students by a foreign government and will continue in 2016 and 2017.
Scholarship winner Colin Murchison with cheque and kiwifruit.
“The overall impact on New Zealand from this campaign is immense, and the effects on the education and travel sector will be felt for years,” says Mitch Gordon, CEO Go Overseas. “Students will come home and tell their friends about their experience. Parents will visit their sons and daughters. In the future, students will return to New Zealand to relive memories, bringing partners, children and friends. Thousands of students around the US are right now dreaming about New Zealand and talking about it with their friends!”
Amy will be based in the New Zealand Consulate-General in Los Angeles from the beginning of January next year. If you’d like to discuss the Go Overseas campaign, or the North American market with Amy, please email her at amy.rutherford@enz.govt.nz.
School lunch – Japan style
Kiwi EdLink is an organisation of education providers from a range of locations throughout New Zealand including Kiwi English Academy, Glendowie College, Glendowie School, Rosehill College, Onslow College, Nelson College, Mt Albert Grammar School and Wakatipu High School.
The luncheon began with a welcome from Dr Kate Herbert, the principal of Kiwi English Academy, and was followed by introductions from the participating New Zealand schools. After a delicious lunch, participants enjoyed an hour of networking and Kiwi EdLink members switched seats to ensure meeting all of their Japanese guests. Twenty-three people participated in the luncheon, providing an intimate atmosphere and a great occasion for agents and teachers to explore partnerships.
As the event was drawing to a close, Ms Terumi Eto from Kitatoshima Junior and Senior High School commented on what an inspiration it was that the membership of Kiwi EdLink exemplified her picture of New Zealand as country with strong female leadership. Dr Herbert noted that, “The whole event went very smoothly – from the organisation right through to the execution. I thought the selection of agents and schools was very good and created a positive energy. It was a fabulous choice of venue and definitely something we would be keen to repeat.”
ENZ Japan is looking forward to increasing its outreach program to Japanese agents and institutions (with a focus on secondary schools and universities) in the coming year. If you are planning to come to Japan for a market visit, please contact me for assistance. misa.pitt@enz.govt.nz
Japanese Game On English Rugby clinic a big success
The rugby clinic was hosted by the Ministry of Foreign Affairs and Trade in partnership with ENZ as an offshore programme of GOE Rugby.
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 boost the sporting capacity of Japan’s young people, in preparation for the 2019 Rugby World Cup and 2020 Olympics. See here for more details on GOE Rugby.
Two coaches were selected from GOE’s partner rugby unions to lead the clinic: John Haggart, International High Performance Manager, Canterbury Rugby Football Union; and Clayton McMillan, Head Coach, Bay of Plenty Rugby Football Union.
The two coaches jointly led the Tokyo programme. This included a rugby clinic at Aoyama Elementary School, a press conference, and a reception hosted by New Zealand Ambassador Mark Sinclair and held at the New Zealand Embassy in Tokyo. Among the 150 guests were Panasonic head coach Robbie Deans, Japanese rugby legend Demi Sakata, sports-related government officials including former Vice Minister Shinichi Yamanaka, and business leaders including Adidas Japan president Paul Hardisty.
John Haggart and Clayton McMillan then travelled to Sapporo and Fukuoka respectively to lead the rugby clinic, supported by the host city and rugby club. More than 100 pupils attended the clinic in Fukuoka and 234 pupils in Sapporo.
“The feedback was very positive and it was a great occasion for ENZ to showcase the GOE programme on the ground for students to consider New Zealand as a study destination,” said Misa Pitt, ENZ’s Senior Market Development Manager in Japan.
ENZ has plans for other GOE initiatives for later in the year.
“We are picking up great momentum for GOE activities here in Japan,” said Misa. “We will have more updates to share in the coming months.”
Above: At the Fukuoka clinic
Above: At the Sapporo clinic
A taste of New Zealand
Kicking off on 20 May, proceedings got underway with an invitation-only event, hosted by New Zealand’s Ambassador to the Philippines, David Strachan.
ENZ engaged a number of successful New Zealand alumni for media interviews and delivered a keynote presentation to a highly engaged crowd at the Glorietta Mall, Makati City venue.
The ENZ booth was particularly busy over the three days. A number of prospective students came prepared with specific questions, with many focusing on postgraduate study options.
The Experience NZ event also coincided with the celebration of 50 years of diplomatic ties between New Zealand and the Philippines.
This event was the latest in a series of in-market ENZ activities in the Philippines. It followed a successful agent seminar in Manila earlier this year.
A second agent seminar is being held in Cebu on 14 July and is now open for registration.
Education initiatives during Indian President's visit
President Shri Pranab Mukherjee of India and Tertiary Education, Skills and Employment Minister, Steven Joyce, launched the New Zealand Excellence Awards (NZEA) on Monday 2 May to an audience of 150 Indian students and staff from the AUT. The awards are the outcome of a joint campaign between all eight universities and ENZ, and offers scholarships to Indian students to study Level 7+ courses in the fields of STEM subjects (science, technology, engineering and mathematics), business and fashion.
The NZEA scholarships were promoted in India at a high profile media event attended by ENZ Chief Executive, Grant McPherson; the NZ High Commissioner to India, HE Grahame Morton and ENZ Brand Ambassador, Stephen Fleming on 4 May 2016.
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.
Runway to New Zealand
Runway to New Zealand was the result of a collaboration between fashion schools from AUT and Massey University, and two leading fashion institutions in India, the National Institute of Fashion Technology and the Pearl Academy. The project was supported by ENZ and by India’s premier fashion body, the Fashion Design Council of India.
Runway to New Zealand brought together six two-person teams of Kiwi and Indian student designers to create collections on the theme of ‘Future World Connections’. The project required the students to put together a ‘Think New’ collection using Indian sustainable fabrics to produce next generation contemporary garments.
The Indian judging panel and other officials L-R: John Laxon, ENZ; Varun Bahl, designer; Amit Aggarwal, designer; Sunil Sethi, FDCI; Rohit Bal, designer; Rina Dhaka, designer; HE Grahame Morton, High Commissioner; Jugnu Roy, ENZ
A panel of celebrity Indian judges judged each team’s efforts. The Indian students from the two winning teams secured two-week internships at the participating New Zealand fashion schools, where they will gain first-hand experience of New Zealand’s innovative teaching style.
The Kiwi students had the opportunity to spend a couple of weeks in India leading up to the fashion show, when they could see and touch the beautiful locally-produced fabrics, and observe local processing techniques and artisanship.
Aishwarya Jain and Claire Nicholson from the other winning team from AUT University, and their ‘Dystopia’ garments
The project has initiated discussions between the participating institutions that may well result in further exciting partnerships and collaborations.
Runway to New Zealand has boosted the profile of New Zealand as a high quality destination for fashion studies among the Indian aspirants. The event was attended by high profile Indian fashion media, resulting in coverage across a variety of outlets.