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Strategic famils identify opportunities
“New Zealand is a great environment for study. Not too crowded, not too quiet, just right”. That’s the view of an Indonesian agent who recently attended one of ENZ’s familiarisation tours.
In May and June Education New Zealand (ENZ) hosted four inbound agent visits with a view to increasing the number of international students recruited to New Zealand by agents.
Thirty-seven agents from five countries visited 33 campuses and schools around New Zealand.
Kaye Le Gros, ENZ’s Channel Development Manager with responsibility for agents, says the familiarisation tours and strategic visits had three objectives.
“We wanted to build agent relationships and awareness of agent barriers within government agencies and institutions; we wanted to collect base data on individual agents’ student numbers and their opinion on barriers to growth; and we wanted to showcase successful alumni, New Zealand employers recruiting international staff and possible employment outcomes for international students.”
“The familiarisation and strategic tours were very successful in that respect, but they’ve also left us all with some food for thought. We collated the feedback that was collected during the visits so you can read about the issues raised by other agents, and the way ENZ is responding or intends to respond to certain issues in line with our strategic plans.”
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Data and trends released
Follow this link to read a copy of the full report and download the by sector infographics.
Overall, the data shows 84,150 international students enrolled with New Zealand schools and tertiary providers as at 31 August 2013. This is a 3% decline (approximately 2,400 students) when compared with the same period in 2012.
The decline can be attributed to two key factors: a decline in students from Korea, and in the private training English language sector.
The Government is working to address these factors, with recent announcements to extend full-time work rights for international students. ENZ is supporting the New Zealand Qualifications Authority in this work on the formal recognition of New Zealand qualifications, specifically the NCEAs, with South Korean education agencies.
Key highlights of the report include:
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Institutes of technology (ITP) and universities experienced growth of 4% in international students.
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Secondary schools also experienced growth of 2%. Secondary schools in Wellington and Canterbury experienced the strongest growth of 12% and 8% respectively.
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Demand for STEM courses continue to increase in line with global trends. STEM enrolments increased 6% in universities and 9% in ITPs.
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Post graduate enrolments continued to trend upward. Masters-level enrolments grew by 17% and PhDs by 7% in the university sector.
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The Canterbury region experienced strong growth of 6%. Canterbury universities, private training establishments (PTEs) and secondary schools showed signs of recovery, with an increase of 4% at universities, 14% at PTEs, and 8% at secondary schools. The primary school sector and ITP sector experienced a decline of 22% and 2% respectively.
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Site reading
And that each website and digital resources helps our international education industry reach hundreds of thousands of international students and parents, education agents, education providers and exporters and people involved in education each year. Monthly visitors to Education New Zealand’s (ENZ’s) websites studyinnewzealand.com and educationnz.govt.nz, total 184,036 and 5,826 respectively. In the three weeks that it has been live The Brand Lab has attracted 2,656 visits, and growing.
Across government, international education now features in a number of ways. We’ll take a look at each of these in turn, and then provide a couple of examples of how you can use these resources to help make connections, enhance your marketing and, ultimately, grow your business.
Studyinnewzealand.com The site studyinnewzealand.com replaces newzealandeducated.com and is designed as a place for international students and parents to find information about the unique benefits of studying in New Zealand. Its ultimate purpose is to drive quality traffic to the websites of New Zealand institutions and those of education agents. Visitors to this website can read about what it’s like to learn, live and work in New Zealand, and get practical information on getting started i.e. getting in touch with an institution or contacting an education agent.
The New Zealand Education Story video is a feature of this site.
Educationnz.govt.nz ENZ’s industry website is educationnz.govt.nz and its purpose is to provide you with information, news, research and an event calendar to support your knowledge of trends and opportunities, and upcoming marketing events and activities.
The Brand Lab The Brand Lab is a sub-domain of educationnz.govt.nz and is a veritable treasure trove of easily-accessed tools and resources – including The New Zealand Education Story – you can use to enhance the marketing of your institution, programme, product or service.
New Zealand.com New Zealand education also features prominently – alongside Tourism New Zealand, New Zealand Trade & Enterprise, Immigration New Zealand – on the homepage of newzealand.com, a site managed by Tourism New Zealand.
The purpose of this site is to provide a gateway through which anyone who is interested in finding out more about New Zealand – as a tourist destination, as a place to do business, as a place to live and work and, most significantly for you, a place to study – can find the information they need. The newzealand.com website also has a link to The New Zealand Story.
The New Zealand Story – a film tells the world about the best New Zealand has to offer – can be viewed and downloaded through this site. Education features strongly in The New Zealand Story, particularly in its third chapter ‘Open Minds’.
newzealand.com is delivering hundreds of new visitors daily to studyinnewzealand.com.
The New Zealand Story also has an asset library that provides tools and resources to assist New Zealand exporters in telling a clear and consistent message about New Zealand to their international audiences.
Summary In summary, the site and film that tells the story of New Zealand as a whole are newzealand.com and The New Zealand Story.
The sister site and film to these – those that tell the story of New Zealand education as a whole – are studyinnewzealand.com and The New Zealand Education Story. These sites, along with the tools and resources provided in The Brand Lab, are designed to help you – our international education industry – tell a clear and consistent story of the unique benefits of New Zealand education to your audience. This paves the way for you to follow with the distinctive attributes of your particular education offering.
Providing you with information and news on marketing activities and events, research, trends and opportunities for professional development is ENZ’s corporate website educationnz.govt.nz
ENZ welcomes ideas and feedback on our digital platforms. Please contact Kathryn McCarrison (General Manager Marketing & Channel Development) at Kathryn.McCarrison@enz.govt.nz
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Schools: roadmap workshop summary
Download the school sector summary paper.
ENZ is facilitating the Strategic Roadmap programme to help each sector, and New Zealand’s international education industry overall, to outline what success will look like in the future and develop a plan to get there.
Everyone, regardless of whether you attended the workshop, is invited and encouraged to read the summary document and send comments, questions or ideas to Greg Scott, Project Manager for the school sector.
Greg, who has been seconded from Middleton Grange School for this project, says the workshops were designed as the first of many opportunities for schools to provide input into the Strategic Roadmap process.
“During the workshops, participants reported a wide range of motivations for and benefits from enrolling international students. An exciting array of ideas emerged of what might be possible by 2025 – our roadmap destination – and the workshops demonstrated that our sector has the vision and ideas required to make a significant difference in the next 10 years.”
Greg says he was particularly impressed by the high level of creative thought: “The ideas put forward by the participants are well worth reading and reflecting on.”
Advisory Groups have been formed for each sector to provide advice and feedback to Project Managers and the sector roadmap development team during the roadmap process. These groups are tasked with representing the views of the sector throughout the process, and will also act as a communications conduit between their sector and project managers.
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Campaigns go live
New marketing campaigns are launching in these key markets in April and May – the first major campaigns to use the ‘Think New’ brand.
Kathryn McCarrison, General Manager Marketing and Channel Development, says the campaigns aim to raise awareness about New Zealand and provide information to people interested in studying here to support their decision-making, and to capture contact details.
“Our research shows that New Zealand is close to halfway behind the awareness levels of key competitor countries: we’re just not top of mind when students overseas are considering their options.”
“So these campaigns have a dual focus: to continue to raise awareness of New Zealand as a place to study generally, and to build up a database of students actively considering New Zealand for introduction to institutions and/or agents.”
“The countries targeted are those identified by industry and in our market research as areas of significant potential growth in the near future.”
The China campaign launched on Friday 11 April, with India to follow after Easter and Japan in May.
“As well as being the first major campaigns to use ‘Think New’, they’re also the first trial of a partnership approach with key education agencies. These agencies will amplify the campaign messages through their own networks,” adds Kathryn McCarrison.
“While the campaign messaging will be sector-focused – universities in China, tertiary education in India, and English language schools in Japan – agencies will advise prospective students on New Zealand education as a whole.”
“Using such a targeted approach allows us to refine our campaign messaging tightly – to be sure we’re reaching people already considering studying in New Zealand with information relevant to their home country in order to generate high quality enquiries.”
“It’s a formula we’re trialling with a view to repeating it in other countries.”
For more information about the first campaign off the block, read this story about the ‘Think New’ China campaign.
You can see where it fits into New Zealand’s overall education marketing activities in China here.
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International education reports released
New Zealand International Education Snapshot: 2013 Full Year Report
This report combines the latest enrolment and student visa data to present a snapshot of the international education industry for 2013 and trends seen so far in 2014.
The Business Growth Agenda Leadership Statement for International Education – Progress Update
The Business Growth Agenda Leadership Statement for International Education – Progress Update sets out progress, since 2011, in achieving the goals of the Leadership Statement for International Education, the key actions by government, and ongoing work to support the growth of international education.
Download the report from the publications webpage
The Leadership Statement for International Education – Progress Update falls within the ‘Building Export Markets’ input of the Business Growth Agenda. Read more about the Business Growth Agenda on the Ministry of Business, Innovation and Employment’s website
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OECD education report out
Education at a Glance provides comparable national statistics measuring the state of education around the world. It provides data on the structure, finances and performance of the education systems in the 34 OECD member countries, as well as a number of G20 and partner countries. Most of the recent data in the report relates to 2012.
Key findings for international education globally
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In 2012, more than 4.5 million students were enrolled in tertiary education outside their country of citizenship.
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The United States has the largest market share of foreign students with 16.4 percent and the United Kingdom is second with 12.6 percent.
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Australia, Canada, France, Germany, the United Kingdom and the United States together receive more than 50 percent of all foreign students worldwide.
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Students from Asia represent 53 percent of foreign students enrolled worldwide. The largest numbers of foreign students from this continent are from China, India and Korea.
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Europe is the top destination for tertiary level students enrolled outside their country of origin (48 percent).
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The number of foreign students in Oceania has tripled since 2000, although this region hosts less than 10 percent of all foreign students.
Key findings for New Zealand
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International students make up 16 percent of the New Zealand student population which is double the OECD average and ranks New Zealand fifth in foreign student enrolment as percentage of total tertiary enrolment.
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New Zealand has the 13th largest market for foreign students in absolute market share terms (at 1.6 percent), about the same as last year but much higher than its share in 2000 (0.4 percent).
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Three percent of New Zealand tertiary students study abroad.
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Investment in education has risen to 7.5 percent of GDP which is the fourth highest in the OECD
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Twenty two percent of all public expenditure is invested in education, the highest percentage in the OECD.
You can read the full report and examine the data and findings in detail at http://www.oecd.org/edu/eag.htm
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Funding recipients announced
Projects include the development of science, maths and literacy resources; marketing in Germany, the United States and the Middle East; and a visit to New Zealand by bloggers from Colombia and Japan.
“Education publishers and ed-tech providers feature in the list of IEGF recipients which is a positive sign for businesses engaged in offshore delivery,” said Business Development Manager, Adele Bryant.
“There is a lot of potential for growth in this sector and we are excited to support New Zealand businesses to take their innovation to the world.”
The IEGF is designed to help New Zealand’s education providers achieve significant growth by making the most of international education opportunities.
Grants from the IEGF contestable fund aim to boost innovation in international education, including the development of new markets and new products to meet the needs of international students. Education providers and businesses can apply for matched funding up to $50,000.
Read Tertiary Education, Skills and Employment Minister Steven Joyce’s media release: http://beehive.govt.nz/release/funding-round-targets-ed-tech-expansion
Applications for the next round of International Education Growth Fund will open in March 2015.
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You’re invited: Minister’s Latin America insights
There will be an opportunity for asking questions and networking.
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Introducing ENZ’s new Board member, Victoria Spackman
Victoria is Chief Executive, Director and co-owner of the screen and visitor experience company, the Gibson Group. You can read Victoria’s bio here but E-News put a few questions her way when she was in the office last week.
How did you come to know about the world of international education?
I worked with Education New Zealand on a Mandarin language TV series called Dragons in a Distant Land, which was all about Chinese students studying in New Zealand. The series was launched by the Prime Minister in Beijing in April 2013 during the celebrations of the 40-year relationship between China and New Zealand, and screened on several TV channels around China.
What interests you about the sector?
I am particularly interested in the fact that there are so many advantages to be had from a well-functioning international education system – advantages to the students visiting NZ, to the NZ students they learn with, to the schools and other providers, and to the wider economies in both NZ and, potentially, in the country that the student is from. The strong personal and professional connections that are made through international education can help fuel lifelong relationships and opportunities.
What excites you most about your appointment to the Board?
I’m looking forward to the opportunity to help the sector grow and help New Zealand take full advantage of its strong international educational reputation.
What challenges do you expect to face?
New Zealand is not the only country competing for international students and we are not the best resourced or the most famous. So we have to differentiate ourselves and help what New Zealand has to offer stand out. My personal challenges will include understanding the complex ecology of the sector as quickly as I can so I can make a full contribution.
What parts of your study/work/life experience do you think is most relevant to your role on the Board?
I started my school life in the UK and, although I don’t think about it much, I expect that it has impacted on the person I am very much. The company I own has pushed into several new export markets in recent years, including China, the US and Denmark. The experience of persisting to reach those goals has taught me a lot about exporting and doing so in challenging markets. I hope that that experience, as well as my broader experience, can help me be of the most assistance to the organisation and the sector.
As well as announcing Victoria’s appointment on 9 July, Tertiary Education, Skills and Employment Minister Steven Joyce also announced the reappointment of Board Chair Charles Finny for an eighteen-month term, and Board members Philip Broughton, Richard Leggat and John Morris for three-year terms.
