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APEC card: streamline your travel
The APEC Business Travel Card provides holders with streamlined access to 20 participating Asia Pacific Economic Cooperation (APEC) economies. This includes many important student recruitment markets, such as China, Hong Kong, Chinese Taipei, Malaysia, Korea, Thailand, Japan, Philippines and Vietnam.
As a cardholder, you will enjoy:
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express immigration clearance through special APEC lanes on arrival and departure
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no requirement to apply for visas or entry permits
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multiple entry to participating countries for a stay of at least 59 days on each visit.
The card is valid for three years and is based on a unique electronic pre-clearance system. The card is used in conjunction with your passport, so you need to apply for a new card when you receive a new passport.
For more information, including on how to apply, go to Immigration New Zealand.
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Beyond the Summit: the world visits New Zealand education
The Summit is co-hosted by New Zealand, the OECD and Education International. It draws together representatives of the highest achieving and fastest improving education systems in the world, as measured by the OECD through the Programme of International Student Assessment (PISA) survey. Invited attendees include Ministers of Education, teacher leaders, and heads of national teachers’ unions.
The theme for the 2014 Summit is ‘Excellence, Equity and Inclusiveness – High quality teaching for all’.
On either side of the Summit, the delegations have opportunity for bilateral meetings with government leaders and officials in Wellington and also for visits to peak bodies and education providers. These include a chance to see how education is delivered on an urban marae in Auckland, and how Christchurch schools and early childhood education centres are responding to the post-quake challenge.
Government officials across various agencies are working together to support the visits by the international delegations, which include education leaders from Hong Kong, Japan, Germany, Poland, Singapore, the Netherlands, UK, USA, Canada, Denmark, Estonia, Finland and Sweden. There are also invited observers coming from Niue, Samoa, Tokelau, Tonga, Vanuatu, Cook Islands and Solomon Islands.
For more information about the International Summit on the Teaching Profession, see the ITSP webpage.
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Ministerial visits to Asia shine light on education
In China, Prime Minister John Key’s trade and diplomacy mission included the delivery of a speech at China Agricultural University in Beijing, and an interview with Hurun Report focused on the high quality of New Zealand education. This monthly publication is a leading luxury magazine in China.
Also in Beijing, Food Safety Minister Nikki Kaye attended a Massey University graduation celebration at the New Zealand Embassy. The nine Chinese graduates had completed a unique World Bank-funded "One Health" programme, integrating veterinary and medical specialist topics in a single curriculum as a measure against pandemics. Four graduates completed a Master of Veterinary Medicine (Biosecurity) degree and five completed a Master of Public Health (Biosecurity), in a programme delivered over a year in New Zealand and China.
International education was a focus of Tertiary Education, Skills and Employment Minister Steven Joyce’s visits to Indonesia and Viet Nam in March. In Indonesia Mr Joyce opened the New Zealand Education Fair in Jakarta, met key Indonesian ministers including the Vice-Minister of Education, and hosted a New Zealand gala dinner with guests from the food, beverage, tourism, education and energy sectors.
While in Jakarta, Mr Joyce also witnessed the signing of a Memorandum of Understanding between Auckland UniServices and the Indonesian Geothermal Association to develop specialised geothermal training courses held in New Zealand and Indonesia. This followed his delivery of the keynote speech at the Indonesia New Zealand Renewable Energy Forum.
In Viet Nam, Mr Joyce attended a seminar with education agents, and delivered a speech focused on transnational education partnerships at the University of Economics Ho Chi Minh City.
In the same month, Malaysia was hosting a New Zealand delegation led by Minister of Maori Affairs Dr Pita Sharples, as special guests for New Zealand Week 2014. This festival, Lima Mata Ikan, in particular celebrated the cultural linkages between New Zealand and Sarawak. The Borneo Post International Education Fair was held in Kuching during this week.
The announcement of the signing of the MOU between Auckland UniServices and the Indonesian Geothermal Association in Jakarta can be seen on the Beehive website.
The gala dinner speech in Jakarta given by Minister Steven Joyce is here.
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Think New in translation
The Brand Lab online marketing toolkit run by Education New Zealand (ENZ) for industry users now includes over 200 individual pieces of marketing material in these languages: Chinese, Thai, German, Spanish, Portuguese, Japanese, Korean and Vietnamese.
That means there are translated versions of 11 posters, 3 brochures, various advertisement templates and the ‘New Zealand education story’ videos (subtitled).
ENZ International Marketing Director Rachel Winkel says the translations truly internationalise the Think New brand, introduced in 2013.
“The brand and its supporting materials were designed to better promote New Zealand education internationally. The idea behind developing these resources is to build awareness of New Zealand education internationally – who we are and what we offer as a country – which paves the way for you to introduce your school, university, business or institution and its distinctive strengths in more detail.”
Rachel Winkel says the translation project was “quite a big” undertaking that is expected to markedly strengthen the value of the free marketing toolkit to industry users.
“The Brand Lab is already proving really useful to education organisations. We have over 1,100 registered users now, and that is steadily rising every month, along with the number of downloads of materials from the site.
“It is great to see lots of the ‘Think New’ material in use at fairs and in other recent marketing initiatives by industry – it means we are building a shared foundation of awareness of New Zealand as a ‘go to’ education destination.”
Having translated material available was the obvious next step for The Brand Lab, she says.
“It’s all about making it easy for education institutions and agents to reach out to audiences in their own languages.”
Phase two of the translation project is underway, involving the creation of digital assets for different markets, in the form of web banners in a range of popular sizes.
The Brand Lab use is free for organisations involved in New Zealand international education.
You can access the translated marketing collateral, as well as the existing English versions and hundreds of photos, on The Brand Lab.
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New Zealand universities feature in Chinese TV series
All About Going Abroad is a television series that introduces overseas university education to its international audience. The series covers aspects of student and academic life, including learning facilities, social and sporting activities, key programmes and city life. Four to five episodes will be produced as a result of the crew’s visit to New Zealand.
The opportunity was facilitated by Education New Zealand’s China team and offered to all New Zealand universities, with the University of Auckland, Auckland University of Technology, Massey University and Victoria University of Wellington deciding to get involved.
Alex Grace, ENZ’s Regional Director for Greater China, says the series is a great way to raise New Zealand’s profile with a large audience.
“China is New Zealand’s leading source country for international students but, despite this, New Zealand is still quite poorly understood as an education destination. We’re delighted our institutions were able to take up this opportunity to introduce themselves and their offering in much greater depth.”
International Channel Shanghai has a global audience of 9 million. The New Zealand-focused series is due to be broadcast in October.
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China hears our creative story
Well-known author Emily Perkins addressed student audiences at Fudan University and Shanghai International Studies University in Shanghai; and Sun Yat-sen University and Guangdong University of Foreign Studies in Guangzhou.
Emily is the author of four novels, including The Forrests, and Novel About My Wife, and a collection of short stories, Not Her Real Name. She is also currently Senior Lecturer at the International Institute of Modern Letters at Victoria University of Wellington.
She spoke from her own experience as a student, artist and creative writing tutor. This included talking about the support within New Zealand education for innovation and creative thinking, and the ways students are encouraged to discover their full potential and equipped with the knowledge and skills to achieve it.
Emily proved a popular speaker, with ready audience participation in question and answer sessions around creative writing and the New Zealand education style. Questions were sophisticated, and showed keen interest in writing technique and story construction, as well as the creative process.
Education New Zealand regional director Alexandra Grace says Emily’s tour was hugely successful.
“We need to be doing a lot more showcasing of excellence to tell our education story, and to think creatively about how we do this,” says Alex.
“Emily is a great ambassador not only for New Zealand literature, but also for New Zealand education, and certainly the students responded warmly to Emily’s exemplification of New Zealand’s teaching style.”
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Research funding available for China edu-tourism research
The China Market Information Programme is administered by the Ministry of Business Innovation & Employment (MBIE). It offers dollar-for-dollar support for businesses keen to research improved offerings in this area.
The aim is to assist tourism and related businesses to better target and develop products and services for our second largest and fastest-growing visitor market.
To be eligible, the research needs to be new, seek to understand the China visitor market better, have a product and/or service development focus, and target one or more of the higher value segments of the market. These segments include the tourism overlap with education services.
The programme opened in October 2013, and has allocated funding of $1.6 million over two years. It invites applications from a wide range of co-investors, who can be individual businesses or research syndicates (based on region, itinerary, supply chain or a ‘special interest’).
For more information about the China Market Information Programme, see the MBIE website.
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Agent inbound tours kickoff in April
This is the start of the 2013/14 round of agent visits supported with Education New Zealand funding on a regional and niche market basis.
The programme gives regional and sector groups the opportunity to introduce agents directly to their specific education offering. It follows the inbound agent funding offered to regions in 2013, when nine regions hosted 38 agents from 12 different countries involving 75 institutes and schools.
This year the programme was altered to require matched funding, so hosting organisations contribute half of the costs. It was also expanded to include speciality groups, such as the MARA scholarship coordinators (and one agent) who will tour the New Zealand universities they send scholars to.
Regional groups hosting later in the year include Education Wanganui Export Network, Bay of Plenty, Venture Southland, Grow Wellington, and International Education Manawatu.
The list of region/sector groups awarded funding this year is shown on the Education New Zealand website, including the countries the agent groups are coming from.
To secure matched funding hosts have set up programmes for agents from priority markets that showcase pathway opportunities and foster alumni networks. They have also developed 12-month forward plans in order to build and maintain effective relationships with the visiting agents. All collaborative regional programmes were supported by the local economic development agency.
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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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Think New enters China
It is the first major campaign to use ‘Think New’ brand and campaign concepts since their launch in November 2013.
Kathryn McCarrison, General Manager Marketing and Channel Development, says while the campaign messaging will be university focused, agencies will advise prospective students on New Zealand education as a whole.
“This campaign is designed to target those already aware of New Zealand as a study destination – and turn their general interest into active consideration by introducing prospective students to key agents.”
“These high-quality leads will go to high-quality education agents who can provide relevant information as students research New Zealand further. While the campaign messaging is university focused, these agencies are well informed about New Zealand and will introduce students to institutions offering all types of programmes and courses.”
“In the process, ENZ will continue to grow a database of students interested in New Zealand who we can stay in touch with.”
Kathryn McCarrison says as well as being the first major ‘Think New’ campaign in China, it’s also the first trial of a partnership approach with key education agencies.
“These agencies will amplify the campaign messages through their own networks, reaching many thousands more students.”
The campaign will run from mid-April to the end of June, building on the successful CIEET fairs, the Dragons in a Distant Land documentary and ongoing awareness-raising work underway in China.
Agencies responding to student enquiries are Shinyway, JJL, New Oriental Vision Overseas and EIC.
