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Introducing new GM Marketing and Channel Development, Paul Irwin
Hannah Lee Darboe, who fulfilled the role of Acting GM for this team, returned to NZTE recently to take up the role of Director, Business Improvements.
What attracted you to the world of international education?
The GM Marketing and Channel Development role at Education New Zealand builds on highlights from previous roles in my career. Namely, international marketing in Asia with the Economist Intelligence Unit, advertising and communications consultancy to a range of education sector clients (Open Polytechnic; TeachNZ, Ministry of Education; and Agriculture ITO), and the ever-evolving world of digital marketing. Additionally, I’m really impressed with the contribution that international education makes to both New Zealand’s economy and our cultural ties with other countries.
What will you be doing as GM Marketing & Channel Development?
I'll be helping shape ENZ’s international marketing strategies across brand, digital media, social, agents, events and whatever other opportunities we identify. My goal is to work with the marketing team and the rest of ENZ to build on their great work to date. Particular areas of interest are how we can continue to position the Think New brand against our competitors, increase our use of data for insight and conversion, and how we integrate and optimise all our activity, noting the different challenges of each particular market!
What’s on your to-do list for the next three months?
First, to build my understanding of a very complex industry! ENZ and New Zealand’s education providers operate across a wide range of sectors and countries. From a marketing perspective, we use best practice digital marketing, events and agents, while also equipping the industry with a wide range of tools and marketing material.
Second, to better understand the needs of the different education sectors (I really look forward to meeting you all in due course!).
Third, to look to ways to “optimise” our activity, building on past learnings, fine-tuning to the different dynamics of each country and their student populations, and bringing my expertise in integrated marketing to ensure we have the best marketing mix to achieve our collective objectives.
What excites you most about your new role?
I’m excited to be working in a role that delivers economic, social and cultural good. Equally to be working with such a large group of smart, passionate people across ENZ and the entire New Zealand education industry. It’s exciting to be working in an industry that’s part of the “knowledge economy”, which has really strong foundations but equally huge opportunity for innovation and further growth.
What challenges do you expect to face?
There are many challenges in international education, but these are what make the role interesting and rewarding. There’s the complexity of the markets and diversity of sectors. Then there’s being on top of the fast-changing world of marketing today, driven by new digital technologies and channels and access to more and more data. As always, there’s the juggling act between global efficiencies and consistency and in-market tailoring of activity. And last, but not least, being mindful of each education institution’s particular needs, past learnings and future ambitions.
Inaugural Japan Fair a resounding success
It wasn’t just about the numbers though – the level of interest and engagement between visitors and exhibitors was palpable. Many visitors spent a few hours at the fair, taking their time to explore study options in New Zealand. Participating New Zealand providers enjoyed both the quantity and quality of their consultations with potential students, parents and schools.
Much to the keen interest of their New Zealand counterparts, representatives from some of Japan’s universities also attended, with a view to seeking partnerships.
Frances Little, Director, International Centre at AUT University, remarked, “Congratulations on an extremely successful agent workshop and student fair in Tokyo. These were the best supported events organised by ENZ I have attended in my years working in the industry. Team Japan you are a credit to the organisation and deserve every accolade you get. Thank you for everything, AUT will definitely be at the Japan events next year.”
In conjunction with the fair, ENZ hosted two education seminars and alumni networking events in Osaka on 8 October and Tokyo on 9 October. More than 65 education agents and institutions in total attended the seminars, and more than 150 guests were welcomed at the networking events.
ENZ is grateful for the support of Tourism New Zealand and Air New Zealand at the fair, as well as that of entrepreneurial New Zealand companies, Cookie Time and Allpress Espresso, that provided cookie and coffee samples to the guests.
As part of ENZ’s Business Plan for 2015/16 Japan was prioritised as a ‘promote’ market and will see a corresponding increase in the number of promotional activities. With the Japanese government’s goal to double the number of Japanese students studying overseas to 18,000 by 2020, and with the upcoming Rugby World Cup in 2019 and the Olympics in 2020, we are seeing Japanese schools and universities have be increasingly proactive in exploring international partnership opportunities.
ENZ looks forward to hosting an education fair, agent/industry seminars and alumni networking events again in October 2016.
Talkin’ ‘bout a Generation
Around 300,000 US students study overseas each year, and, recognising the value of international education, the US has strong plans to increase this number. Last year the Institute of International Education (IIE) launched the Generation Study Abroad initiative, which aims to have 600,000 US students studying overseas by the end of this decade.
In April last year, ENZ committed as a foreign government partner to the initiative, and pledged to double the number of US students studying in New Zealand by 2020 (in 2014, there were almost 2,500 US students enrolled at New Zealand institutions).
The inaugural Summit on Generation Study Abroad was held in Washington, D.C. in October. As part of the New Zealand commitment to the Generation Study Abroad initiative, ENZ hosted one of four official receptions at the New Zealand Embassy.
Four New Zealand universities, Waikato, Auckland, Otago and Canterbury, attended the Summit.
“Being asked to host a Summit reception was a recognition of the strong support New Zealand has given to the Generation Study Abroad initiative,” said Amy Rutherford, International Market Manager, North America.
“The US wants to increase the number of its students studying abroad at all levels – including from schools, community colleges and universities – and New Zealand is well-positioned to work with US institutions to host US students.”
The second IIE Summit on Generation Study Abroad will take place in Washington, DC in September/October 2016. Check here for more details.
If you’re interested in becoming an official commitment partner to the Generation Study Abroad initiative, email Amy at amy.rutherford@enz.govt.nz
Improved website offers students more
As part of the drive to keep delivering meaningful content to prospective students and their parents that will help them choose New Zealand as a study destination, and drive referrals to your institutions, ENZ’s marketing team have developed the following pages:
- Study options http://www.studyinnewzealand.com/study-options
- Programmes and Courses http://www.studyinnewzealand.com/study-options/programmes
- Science, Technology, Engineering, Maths (STEM) and Business Management programme
- Dedicated pages for parents, graduates and those interested in scholarships.
Check out the screen grabs below to see how they look!
Other great content additions – made possible thanks to contributions from international education providers from around New Zealand – are case studies that enable students and parents to hear straight from the horse’s mouth what it’s like to live and learn in New Zealand.
‘Study options’ pages:
‘Programmes and Courses’ pages
Dedicated pages for parents, graduates and those interested in STEM subjects, business management and scholarships
Case studies, where students can hear from students who have studied in New Zealand…
…and parents can hear from parents whose children have studied here.
A new group of US Kiwi Ambassadors
Welcome Kiwi Ambassadors!
It was so difficult that ENZ decided the group of runners-up would be offered the chance to be ‘Honorary’ Kiwi Ambassadors. This meant they could still share their semester experience in New Zealand through the Study in New Zealand Instagram.
The #StudyinNZ page will therefore shortly welcome the next round of Kiwi Ambassadors, the 13 award recipients, and a further group of 29 Honorary Kiwi Ambassadors when they arrive in New Zealand in July.
The Instagram page has quickly become a hit with the US students and has already attracted almost 15,000 followers. Certainly, as you can see if you view the page, the current Kiwi Ambassadors have had no trouble finding picturesque opportunities during their semester in New Zealand! Images of nature, food, sunsets and wildlife predominate.
ENZ’s staff in the US, Amy Rutherford and Alanna Dick, have found the #StudyinNZ Instagram page a powerful tool in promoting New Zealand as an education destination.
“When I suggest students and study abroad advisors follow Study In New Zealand on Instagram, the conversation about studying abroad in New Zealand continues long after the study fair or campus visit is over,” says Alanna.
“It’s one thing me telling students what it’s like studying in New Zealand, it’s another when the students can see it in real time for themselves!”
More about the Awards
Education New Zealand partnered with the eight New Zealand universities and six institutes of technology and polytechnics to offer these awards as part of their support of the Institute of International Education’s Generation Study Abroad initiative, and its aim of doubling the number of US students who study abroad.
For Semester Two this year, ENZ awarded four US students the $2,000 Generation Study Abroad Travel Award to cover their airfare. The students are attending the University of Auckland, the University of Otago, and EcoQuest, a Private Training Establishment.
The universities awarded nine US students New Zealand Universities Excellence Awards (NZUEAs) which cover $500 of tuition fees and other associated costs. The students come from universities all over the US, from University of Florida to California Polytechnic State University.
Revised code of practice for international education providers
The code outlines ten outcomes sought from education providers for the care and support of international students.
The New Zealand Qualifications Authority will administer the code and impose sanctions against education providers who breach it.
New Zealand was one of the first countries in the world to adopt a code of practice in 2002. This new code will ensure New Zealand remains a world leader in the pastoral care of international students.

The international education sector has been growing strongly. To sustain this growth, it is imperative that we ensure international students receive a high quality education and have a positive, well-supported experience whilst studying in New Zealand.

A new International Student Contract Dispute Resolution Scheme (DRS) has also been established to resolve contractual and financial disputes between international students and education providers.
The new dispute resolution scheme will provide a faster and more effective forum for resolving contract and financial disagreements between students and providers. More information on this can be found here.
Both the code and the disputes resolution scheme come into force on 1 July 2016.

The revised code and the dispute resolution scheme are part of the Education Amendment Act 2015 and follow extensive consultation across the sector.
Further information about the revised code can be found here.
New portal shows students around New Zealand
The Study in New Zealand website will soon have a regions portal to show international students what it would be like to study, live and work in different parts of New Zealand.
Students will be able to access information, search options, maps and interactive tools about New Zealand, which is divided into 15 regions for the purposes of this project.
The portal aims to increase referrals from Study in New Zealand to institutions and regional cluster websites around the country.
The Study in New Zealand website already has a New Zealand regions section showcasing tourism attractions, but it isn’t targeted to meet the needs and interests of students. The new portal, to be launched in July, will focus on letting students know about specific advantages of studying, living and working in each regions.
Education New Zealand (ENZ) worked in partnership with our regional network of representatives to identify value propositions for each region. We also set up a Regional Reference Group, consulting the group at every stage of the project.
The project is part of the Regional Partnership Programme, launched in 2013 to support the development and growth of international education in selected regions.
It contributes to one of ENZ’s key Statement of Intent targets which sets out to ‘increase the proportion of international students enrolled to study in regions outside of Auckland’.
Our new regions portal taps into a trend highlighted in a recent ICEF Monitor article, which highlights that location is an important factor in the decision to study abroad.
ICEF Monitor reported that international students considering an education institution look closely at the city or town’s key offerings including weather, cultural and recreation opportunities before committing to study there. The article used New Zealand as an example, referring to our ‘notable destination marketing-based campaign’.
Tertiary College celebrates educational relationship with China
New Zealand Tertiary College (NZTC) continues to lead the way in early childhood education learning in China.
NZTC recently celebrated the inaugural graduation of 142 students who completed a New Zealand Qualifications Authority-approved Certificate in Early Childhood Teaching (level six) as part of the Sino-New Zealand Cooperation Programme.
Supported by Education New Zealand (ENZ) throughout the establishment of the cooperation programme, Alexandra Grace, ENZ’s Regional Director for Greater China, attended the ceremony and shared a special message with the graduates.
“Relationships between countries are shaped by leaders, but developed by people. As the first cohort of graduates you are now dual ambassadors for China and New Zealand. You hold in your hands, in your hearts, and in your minds an understanding of both our countries which is necessary to take the New Zealand – China relationship to greater heights,” said Ms Grace.
The programme began in 2013 and, is a collaboration between NZTC, Fujian Preschool Education College and the education agency China Liberal Technology Development Company Limited to support early childhood teacher education in China.
A strong educational relationship has developed between NZTC and China, further strengthened by the addition of NZTC to the Chinese Ministry of Education’s Study Abroad List in December 2015.
NZTC Chief Executive, Selena Fox, was at the inaugural graduation in Fuzhou to award the graduates their certificates and honour two outstanding graduates with an Academic Excellence and an NZTC Values award.
“This inaugural event is a symbol of the successful cooperation that crosses oceans, languages and cultures between New Zealand and China as we come together because of our shared commitment to the education of teachers and the children of China,” said Ms Fox.
Further educational opportunities are available for the graduates as they consider completing an NZTC Bachelor of Education (ECE) in China or New Zealand, or a teaching qualification in New Zealand.
For more information visit www.nztertiarycollege.ac.nz
ALEXANDRA GRACE, ENZ REGIONAL DIRECTOR GREATER CHINA, AND SELENA FOX CE NZTC WITH THE GRADUATES
Prime Minister’s Scholarships extended to Latin America
The scholarships will mean more young Kiwis are exposed to Latin American countries and cultures, and this will strengthen New Zealand’s ability to engage with key Latin American trading partners in the future.
The Prime Minister’s Scholarships for Latin America (PMSLA) will complement the successful Prime Minister’s Scholarships for Asia initiative. Under that programme 751 scholarships for Kiwi students to study in Asia have been awarded since it was implemented in 2013.
The expanded scholarships programme will strengthen international linkages with an area of the world which is becoming increasingly important for New Zealand trade and business. Latin American and Asian destinations are all just one direct flight away, making them more accessible and easier to work with.
The scholarships are part of the $761.4 million ‘Innovative New Zealand’ budget package, $43.5 million of that is to develop stronger international connections for tertiary students. This includes the introduction of the PMSLA, the expansion of the Prime Minister’s Scholarships for Asia and the introduction of three Centres of Asia Pacific Excellence at universities.
Nominations for the first round of the PMSLA will open on 1 September 2016 and will be awarded in November 2016. The scholarships will be administered by Education New Zealand. More information about the scholarships can be found here.
Get involved in INZ’s Pathway Student Visa pilot
Invitations to take part in the pilot were sent to over 500 primary, secondary and tertiary providers on the basis that they have a student visa application approval rate of 90% or higher for the 2014/15 financial year.
INZ has not received replies from all the providers that were invited to participate in the pilot, and would like to encourage all eligible providers to get involved.
INZ will resend invitations to eligible providers that are not already participating.
If you think the previous invitation was sent to an incorrect email address, please email pathwayvisasfeedback@mbie.govt.nz to advise.
What is a Pathway Student Visa and why should I offer it to my students?
A Pathway visa allows a student to undertake up to three consecutive programmes of study on a single visa. The visa can be granted for a maximum period of five years.
The programmes of study can be at a single education provider (e.g. Years 11-13 at a secondary school), or can be at up to three different providers (e.g. English language studies, followed by foundation studies, followed by a degree programme).
In terms of funds, INZ needs to see that tuition fees have been paid for the first year of study or first course of study (whichever is shorter). Students must also prove funds to maintain themselves for the same period (the first year, or the first course).
INZ does not need to see liquid funds for the subsequent years/programmes of study, but does need to be satisfied that the student will be able to fund the rest of their stay, e.g. their parents have a regular and stable income.
More information on Pathway visas, including a list of providers that are already participating in the pilot, can be found on the INZ website.