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Growing offshore interest in NZ through onshore ‘Famils’
‘Famil’, short for ‘Familiarisation’, are visits organised to literally familiarise invited groups of people with a product, or in our case, New Zealand as an international education destination. The intended purpose is that those who attend famils will become valuable advocates for a New Zealand education and therefore drive preference for New Zealand in market.
During Covid-19 these visits were stopped due to border closures. Now that borders have been fully open for some time and our international education sector is recovering, this summer provided the perfect opportunity to show off New Zealand, including our regions and unique culture, and the wide range of educational and experiential offerings to representatives from various international markets.
The summer of showcasing New Zealand started in November with two media famil groups from India and Viet Nam. This was followed by three groups of education agents from Brazil, Germany and South Korea visiting in March and most recently, a famil co-hosted by ENZ and Air NZ bringing Japanese school teachers to regions in the North Island. ENZ subsidises these programmes with other costs covered by participants, regional economic development agencies, and education providers.
The University of Otago provided a campus tour with a Korean student and didn't miss the opportunity for a classic picture with its famous Clock Tower.
ENZ’s General Manager International, Lisa Futschek said that careful planning goes into facilitating these visits to ensure the famil groups are exposed to a range of subsectors that are relevant to the visiting country while also leveraging the visits to benefit as many providers as possible.
“While we’d love to showcase every New Zealand provider, this is obviously not possible. Much consideration is given to the source market and to the subsectors that we know are popular with that country.
“This ensures we are targeted in our approach and our visitors go back to their countries equipped with the most relevant information that helps build that pipeline of future students," said Lisa.
The Brazilian agents attended a networking event hosted by AIS for Auckland-based English Language providers.
“We also look for opportunities in which we can make introductions to several providers in one go. For example, a networking function was held at Auckland Institute of Studies (AIS) with Auckland-based English Language Schools invited to meet the agents from Brazil, cultivating many new connections while strengthening existing ones,” added Lisa.
As well as showcasing the various subsectors, promoting the destination is also hugely important and famil itineraries also include time spent seeing what the regions have to offer international students. This is often organised with the help of the regional economic development agencies.
A perfect example of cross sector collaboration was seen in Ōtautahi Christchurch where Christchurch Educated, an international education organisation based in the region, hosted a networking dinner with the regional economic development agency, ChristchurchNZ. They hosted the Brazilian and German agent famil groups and education providers from various sectors in the Canterbury region.
The German agents are pictured here at the Christchurch Educated networking event with a group of Christchurch based education providers (mainly high schools). The event was hosted at Ara’s Visions on campus restaurant with the Brazilian agents in attendance too.
Stefi Porter, International Education Partnership Manager for Christchurch Educated said that bringing everyone together to mutually share the benefits of studying in Ōtautahi Christchurch was a wonderful thing.
“There is certainly strength in numbers and a perfect example of where collaboration between providers and regional economic development agencies can really deliver greater bang.
“Instead of competing against one another, we are sharing resources, time and energy to show the best of our region and the breadth of study options we can offer international students.”
A key outcome of the various famil groups visiting New Zealand is that they become advocates for New Zealand as a place to study, ensuring a steady pipeline of students for years to come. In the post-famil survey, all attendees reported they were either much more likely (87.5%) or somewhat more likely (12.5%) to recommend New Zealand as a place to study for prospective students.
Other positive outcomes, include the positive media articles and social media posts produced by visiting journalists and individuals to their networks in their home countries. This positive coverage not only showcases the quality of New Zealand's education system but also shares the New Zealand education experience with prospective students in their home countries through stories featuring students and alumni.
The India media famil has achieved five in-depth stories to date in Education Times, India's largest newspaper supplement (circulation 500,000). The stories showcase the research prowess at New Zealand universities, including in biotechnology, managing climate change related disruptions, and feature the New Zealand education experiences of a range of students from India.
In Viet Nam 10 articles and four social media posts have been published so far, reaching an audience of 557,000, with more coverage expected in the coming months. Of note is HHT, the top teen magazine in Viet Nam has created a column “letters to New Zealand”, which shares weekly articles about New Zealand written about alumni.
An example of some of the coverage these visits receive. Featured is a compilation of posts that Brazilian agent, Juliana Viana Silveira, owner of CI Intercambio in Juiz de Fora, made on Instagram to her followers during March while in New Zealand. The role of agents in Brazil in international student recruitment is becoming increasingly more important as reported by StudyTravelNetwork here -https://studytravel.network/magazine/news/0/30492
ENZ would like to extend a huge thanks to the education providers and regional representatives for hosting our international visitors and leaving them with a strong sense of New Zealand’s education offerings. The way in which ENZ is able to work collectively with providers and the regional economic development agencies to collaboratively plan the famil is ideal to ensure a good mix of experiences and a balance of activities. This approach helps regions feature strongly in any future famil plans and also helps develop the regional international education ecosystem.
We look forward to hearing about more connections with education representatives at the ICEF ANZA conference in Christchurch.
Check out our image gallery of the famils which shares further details of each of the groups including who attended, where they went and who they met with.
The Japanese All Girls School Teachers participated in a kapa haka class at New Plymouth Girls High School in New Plymouth. Here they are pictured playing the Tītī tōrea Māori Stick game, a traditional New Zealand game which has been played for generations.
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Message from Minister for Tertiary Education and Skills, Penny Simmonds
It’s good to reflect on ENZ’s New Zealand International Education Strategy (NZIES), “to enable a thriving and globally connected New Zealand through world-class international education.”
I am delighted to say that with the increase in the numbers of overseas students we are on track to deliver on that strategy.
There have been 59,306 international student enrolments for Jan - August 2023, a 43% increase compared to the full year in 2022.
And New Zealanders' understanding of the economic and social benefits of international students was reflected in a survey late in December 2023 by Ipsos which showed 75% percent of New Zealanders believe that overseas students benefit New Zealand. This is up from 47% in 2019.
An increase in the number of international students from all over the world is positive as it brings in vital revenue for institutions and the country, but it also has the spinoff of creating a wonderful cosmopolitan element to campus life.
New Zealand is a small country and for many students, rubbing shoulders with people from other cultures will give them a greater understanding of the issues facing our complex world. In this time of fragile geopolitics, the melting pot of campus life can help build greater understanding and tolerance.
In turn Kiwi students also can be champions for our own country as they share their knowledge, experience and friendship with the overseas students.
The quality education that our institutions provide also enhances our global society by upskilling and educating all students to take on international work opportunities which inevitably spreads New Zealand’s values and influence throughout our world.
Hon Penny Simmonds
Minister for Tertiary Education and Skills -
Insights Accelerator - 3 things for 30 minutes for PTE and ELS providers
The goal of the Insights Accelerator sessions is to offer concise information and insights to support our PTE and ELS providers. By focusing on three things within 30 minutes, Education New Zealand Manapou ki te Ao (ENZ) hopes to efficiently deliver useful takeaways while being mindful of busy schedules.
ENZ’s General Manager, Sector Engagement and Innovation, Wendy Kerr said that two Insights Accelerator sessions have been held so far and were well received by attendees.
“My team is constantly reviewing ways we can better engage with the sector and add greater value. With this platform, we hope that we can support providers in their strategic planning endeavours through the sharing of useful information about our services, as well as market insights.
“These sessions also provide an avenue for us to understand more about our customers. We will be hosting more of these sessions in the coming months so please keep an eye out for the invitation”, added Wendy.
For the launch session, Nick Sinclair, ENZ’s Global Brand Manager presented on the international advertising campaign: Learn New Every Day, and talked about the campaign rationale, channels and target markets, and campaign assets as well as where and how the sector can use these.
In the second Insights Accelerator, ENZ’s Director Insights Marie Clark presented information on ENZ Intellilab, including 2023 Ministry of Education Student Enrolment Data. Marie shared how providers can access Intellilab and the range of information available. The session also looked at the survey findings from the 2023 New Zealanders’ perceptions of the value of international education research and 2023 International Students Experience research.
If anyone missed the sessions, the slide pack and presentation can be accessed via the links below.
For further information, please contact Jane Yang, ENZ Business Development Manager – jane.yang@enz.govt.nz
- International photo round-up
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SheLeads Campaign – inspiring future Indian learners
Launched on International Women’s Day on 8 March, the SheLeads campaign was developed by Education New Zealand Manapou ki te Ao’s (ENZ's) India-based team. The campaign was multi-pronged and aimed to celebrate women leaders and alumni across various disciplines from New Zealand education providers with a diverse audience of young and mature learners in India.
The campaign was launched on ENZ’s South Asia LinkedIn channel which was then used throughout to highlight the impact and value of a New Zealand education through the sharing of success stories of women leaders in New Zealand and beyond as well as those of Indian women alumni. Education media across several key Indian publications also reported on the campaign to their estimated 58 million readers.
The LinkedIn campaign profiled over 24 women leaders and achieved 105,000 impressions, 1,500 page views, while the ENZ South Asia page gained more than 600 new followers, surpassing the campaign’s targets.
To engage students and lift the NZ education profile amongst this group, a SheLeads debate competition was organised between five leading schools in Delhi. The students were tasked with debating “the underrepresentation of women in STEM”’ and the 50 plus participants were invited to share diverse perspectives and include examples from New Zealand.
Undergraduate learners from over 100 tertiary Indian Institutions were also invited to participate in the campaign through submission of video essays. A shortlist of 10 entries were judged by Professor Carol Mutch from the University of Auckland’s Faculty of Education and Social Work.
Images from the SheLeads debate competition held at Delhi Public School.
Finally, ENZ hosted a virtual workshop on ‘Organisational Change and Resilience’ with school principals and leaders from over 500 schools across India invited to attend. This workshop was facilitated by AcademyEx Founder, Frances Valintine and discussions focused on the innovative approach to learning that leaders must now consider in this rapidly changing world.
The finalists and winners of both competitions were invited to a campaign concluding event at the New Zealand High Commission in New Delhi on May 18. The event featured an engaging line up including an inter-school debate competition for the debate competition finalists, a panel discussion featuring alumni titled “Trailblazers: Women leaders who catalyse change” and the SheLeads Essay Showcase featuring the top three finalists. New Zealand’s High Commissioner to India, H.E Patrick John Rata was on hand to present the winners with their awards in front of guests that included high school counsellors, students, parents, and representatives from New Zealand institutions as well as the Principal of Jesus and Mary College in New Delhi.
ENZ’s Director of Engagement East Asia and India, Jugnu Roy, said that it was a huge privilege being able to interview so many talented women leaders and alumni to showcase their outstanding achievements. She also said that seeing the energy and enthusiasm that the students brought to both competitions was another campaign highlight.
“New Zealand has a proud history of striving for gender equality and continues to improve outcomes for women by strongly supporting women in education and training, utilising women’s skills to grow the economy, and encouraging and developing women leaders.
“I am sure this campaign will inspire our students here in India, particularly our female students, to consider choosing New Zealand as an education destination and follow in the footsteps of these incredible role models,” said Jugnu.
- International photo round-up
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Amanda Malu appointed as Chief Executive of Education New Zealand Manapou ki te Ao
Ms Malu is currently Deputy Chief Executive Service Delivery at ACC, and formerly Chief Executive at Whānau Āwhina Plunket, leading that organisation through extensive change over five years in the role. She previously held senior marketing and communication roles including at the Tertiary Education Commission and in the polytechnic sector.
Announcing the appointment, ENZ Board Chair Tracey Bridges said Ms Malu had demonstrated strong leadership, having built united teams in pursuit of positive outcomes across the education and health sectors.
“She brings with her a deep experience in the public sector, education, and marketing, as well as experience across borders and with international education through her past roles,” Ms Bridges said.
Ms Malu will take up the role in September. Until then, the Board is delighted that Dr Linda Sissons will continue as Acting Chief Executive, as she has since November 2023.
For further information
Justin Barnett
Director of Communications
+6421875132
Notes to Editors:
About Education New Zealand (ENZ) https://www.enz.govt.nz/
Education New Zealand Manapou ki te Ao (ENZ) is the government agency dedicated to helping Aotearoa New Zealand realise the social, cultural, and economic benefits of international education. Our role is to promote New Zealand as a high-quality education destination offering excellent education and students experiences and to encourage New Zealand students to study overseas.
With approximately 110 staff in 16 locations around the world, ENZ works closely with New Zealand’s diverse education sector which includes schools, English language providers, Private Training Establishments, Institutes of Technology and Polytechnics (Te Pūkenga), and universities. Internationally, we work with a range of education stakeholders, including government agencies and education providers to identify and encourage sustainable growth opportunities for New Zealand’s education sector.
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New Zealand teens rank among the best for creative thinking
New Zealand is the among highest-performing education systems for creative thinking, ranking fifth in the world out of 81 countries, with an average score of 36 points per student that is higher than the OECD average of 33 points.
Education New Zealand Manapou ki te Ao Acting Chief Executive, Dr Linda Sissons said she was delighted to see New Zealand students stand out globally for creative thinking.
“New Zealand classrooms adopt a hands-on, practical approach to learning that encourages students to express their ideas, and to think critically and collaboratively.
“Creative thinking is a valuable quality that also enriches the outputs of a wide range of tertiary and career fields, from arts, engineering, technology and biomedicine to infrastructure and mathematics.
“We are pleased to see this approach endorsed in the latest PISA tests,” Dr Sissons said.
The PISA 2022 creative thinking data provides insights into how well education systems are preparing students to think outside the box in different contexts. This was the first time that the PISA test measured the ability of students to demonstrate creativity, specifically their ability to come up with original and diverse ideas.
Between 60-70 percent of students across participating OECD countries also reported that their teachers value their creativity, that they encourage them to come up with original answers, and that they are given a chance to express their ideas in school.
For further information:
Sai Raje | Senior Communications Advisor, Education New Zealand Manapou ki te Ao+64 21 479 649
Notes to Editors:
About Education New Zealand Manapou ki te Ao (ENZ) https://www.enz.govt.nz/ENZ is the government agency dedicated to helping Aotearoa New Zealand realise the social, cultural, and economic benefits of international education. Our role is to promote New Zealand as a high-quality education destination offering excellent education and students experiences and to encourage New Zealand students to study overseas.
With approximately 110 staff in 16 locations around the world, ENZ works closely with New Zealand’s diverse education sector which includes schools, English language providers, Private Training Establishments, Institutes of Technology and Polytechnics (Te Pūkenga), and universities. Internationally, we work with a range of education stakeholders, including government agencies and education providers to identify and encourage sustainable growth opportunities for New Zealand’s education sector.
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Explore new marketing collateral for you to use
New resources are available to help show prospective students what it’s really like to study with Aotearoa New Zealand. Testimonial videos and photography are available for you to download and share.
On top of that, there are student profiles for each student showcasing the incredible educational journeys and experiences international students have in New Zealand.
The materials can be found on ENZ’s Brand Lab. More resources are on their way!
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New Zealand PTEs elevate profiles with inaugural Philippines Roadshow
The roadshow, the first of its kind to be held in the Philippines, took place from 10 to 16 June, featuring nine PTEs: ACMI New Zealand, academyEX, Auckland Institute of Studies (AIS), Auckland Pilot Training Group, ICA New Zealand, IPU New Zealand, Kalandra Education Group, UP Education, and New Zealand Skills & Education Group. Golden Summit was tasked with delivering the events in Manila, Bacolod, and Cebu.
The roadshow included an agent seminar and agent-led fairs. During the agent seminar in Manila, PTEs presented their offerings to an engaged audience of 37 Filipino education agents, who showed strong interest in the PTE programmes. The roadshow then continued with agent-led fairs in Bacolod and Cebu, drawing 370 and 150 visitors, respectively.
Standing room only at the agent-led fair in Bacalod.
ENZ’s Market Manager, Chor Pramoolpol, led the roadshow and commented that the agent seminar facilitated in-person interactions between PTEs and education agents interested in promoting New Zealand PTEs in the Philippines,
“The agent-led fairs provided prospective Filipino students and their families the opportunity to gather reliable information about studying at New Zealand PTEs by directly communicating with PTE representatives.
“In the recently released full year 2023 enrolment data, the Philippines comes in as the 8th largest partner country for New Zealand and saw a 131% increase in students enrolling with New Zealand education institutions from 2022 enrolments (1,933 vs 835 students). 51% of these total enrolments were for the PTE subsector which shows just how popular they are amongst Filipino students. Our roadshow was therefore very timely to capitalise on the interest from this market,” added Chortip.
Filipino education agents in Cebu hearing about the creative learning spaces that PTEs in New Zealand provide their students.
Ann Gooco, Senior Marketing Manager at International College of Auckland (ICA) said that she thoroughly enjoyed presenting ICA’s programmes and offerings to education agents in Makati City and to the many students in Bacolod and Cebu.
“I found the experience incredibly rewarding. These gatherings allowed me to bond with the education agents and other PTE representatives, adding to the overall positive experience,” added Ann.
Anyone interested in receiving information about the student market in the Philippines can email our Market Manager for the Philippines, Chortip Pramoolpol – chortip.pramoolpol@enz.govt.nz.
