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• Relationship building with sister schools in China

  The visit enabled the school to explore potential sister school relationships with schools in China and gain some understanding of the complexities of working within the Chinese education environment.

  To make sure they got the most out of their visit, Janine joined forces with Terry Holding, Relationship Manager from Belmont Intermediate’s pathway partner on Auckland’s North Shore, Takapuna Grammar. Terry’s depth of experience in China was invaluable to Janine, who was embarking on her a first marketing-focused trip to the country.

  Janine says, “Going on the visit with Terry meant plenty of opportunity to discuss how we might collaborate more, and for me to see how I might use his school’s networks for our own marketing.”

  The Sister Schools’ funding covered Janine’s travel costs, with Belmont Intermediate School paying for accommodation and other expenses.

  “The funding allowed us to accompany Takapuna Grammar on their full marketing trip, which included visits to schools and agencies in Beijing, Xi’an, Kunming and Shanghai.”

  Janine is aware that cultivating relationships takes time and patience, but there are some encouraging early signs, including:

  • Sister school relationship agreed to in principle with Shanghai Far East School.

  • Signed an agreement with an important agency.

  • Visiting the parents of two students currently studying at Belmont Intermediate, thereby elevating the status of the school and reinforcing the school’s brand as trusted partner.

  • Getting a good overview of the full range of Chinese schools – from primary to high school, and both private and government-run.

  • Securing four short-term students for Belmont, all of whom have the potential to become full-time students for the school next year. This effectively paid for the other costs of the trip so as making the venture cost-neutral for the school.

  • Setting tentative dates and sketching out plans for reciprocal school visits.

  • Engaging with several students and parents that may lead to future enrolments.

  • Gaining a deeper understanding of Chinese culture and approach to business.

  • An appreciation of the way the New Zealand primary school curriculum can be adapted and run in parallel to the traditional Chinese curriculum, was just one of the valuable insights Janine gained during her trip. One thing that came as surprise to Janine was the high level of English language competency of many of the students and general population.  

  “The idea of sending intermediate-aged children to New Zealand is a relatively new one for many schools and education bodies in China, and I’ve learned to be comfortable with the fact that it may take several years for some of the relationships to bear fruit.”

  Janine says, “I benefitted enormously from visiting China. There are so many things – big and small – that you just can’t grasp unless you go there. Although I was only able to skim the surface on my short trip, it all contributes to a greater understanding of the cultural and educational environment our Chinese students have come from and our education partners, such as agents, teachers and schools and are operating in.”

• The New Zealand China Sister Schools Fund is open!

  The next round of the fund is now open. Applications must be in by midnight on 12 October 2015.

  The fund is open to all New Zealand schools that are Code of Practice signatories.* Grants of approximately $2,500 per school will be awarded to successful schools to establish new sister school relationships, or to strengthen existing relationships, with a focus on sister cities/provinces.

  All applications must be emailed to ebd@enz.govt.nz

  An application form and more information can be found on our website

  Those eligible are New Zealand;

  • Primary schools

  • Intermediate schools

  • Secondary schools

  • Composite schools

  • School clusters

  Schools must be signatories to the Code of Practice for the Pastoral Care of International Students.

  *Schools that received funding in Round One are not eligible to apply.

  The list of successful applicants for the previous round can be found here.

  For queries please contact ebd@enz.govt.nz

• International Student Barometer results

  In the 15 April issue of E-News we reported on the results of the International Student Barometer (ISB) survey of international students studying in the English language and PTE sectors.

  ENZ commissioned ISB surveys of students at universities and Institutes of Technology and Polytechnics (ITP) to investigate the decision-making, expectations, perceptions and experiences of over 8,000 international students enrolled with these providers. 

  The surveys feature a global benchmark which indicate how New Zealand compares to other countries offering similar levels of study. Satisfaction can also be compared to previous ISB surveys in 2008, 2009, 2011 and 2013.

  The good news is that overall satisfaction in the university and ITP sectors is high.

  Eighty-eight percent of ITP students surveyed were satisfied with their experience. This on par with the global benchmark and the 2013 survey. ITP students showing the highest satisfaction level were from South Africa (100 percent), Nepal (98 percent) and Sri Lanka (96 percent).

  Satisfaction at universities is also in line with the global benchmark, improving by two percent since 2013, to reach 90 percent. University students who were the most satisfied with their experience included those from Sri Lanka (98 percent), Tonga (96 percent), and England (95 percent).

  Across the board, four out of five students would recommend their institution to other students thinking of studying there.

  It’s worth noting that overall satisfaction levels vary noticeably by institution and by nationality. Each institution has received their own results to analyse and help inform the development of services and support for their student cohorts. It is important for institutions to be aware of their students’ expectations and needs - in particular, understanding and addressing the needs of the 20 percent of students who would not recommend their institution to others.  

  Generally speaking, the areas with lowest student satisfaction tend to be around costs, employment/employability and social life; many elements of which are issues for international students globally, not just in New Zealand.

  One particular point for New Zealand institutions to keep in mind is the relatively high importance students place on employment/employability factors – both during and after study. Focusing attention on aspects such as work experience and placements, learning that facilitates students’ employability, and careers advice, will help avoid a mismatch between expectations and reality in this area. It will also boost the reputations of both the institution and New Zealand education. 

  You can read the ISB ITP summary report and sector presentation.

  Read the ISB university summary report and sector presentation.

  i-Graduate’s New Zealand Director, Kyla Steenhart, presented overall findings from the ISB surveys at the New Zealand International Education Conference 2015 in Hamilton in August. Check out her presentation regarding all four sector surveys here.

• New Zealand on the road in Viet Nam

  The students were all treated to special presentations during the tour, with most walking away with an ENZ bag containing materials promoting New Zealand as an education destination.

  The purpose of the Roadshow’s education aspect of the was to raise awareness of New Zealand and drive registrations for the upcoming New Zealand education fairs on 3 – 4 October.

  This was very much an NZ Inc. initiative with ENZ, the New Zealand Embassy and Tourism New Zealand all working together to make the roadshow a reality. 

  A Māori cultural performing group from the New Zealand Māori Arts and Crafts Institute stole the show. 

  “Māori culture is a fascinating and unique part of New Zealand culture; it’s something that sets us apart from others,” said New Zealand Ambassador HE Haike Manning. “The visit by this performance group was a great opportunity to showcase Māori culture to Vietnamese students to raise their awareness and interest in our country,”

  “We took the opportunity to showcase a number of other things we think make New Zealand special – our excellent education system, our beautiful landscapes, our cities, our food – all the things that make New Zealand such a wonderful tourism and study destination! We also showcased our positive and growing relationship with Viet Nam, so that Vietnamese students could gain an appreciation of the cooperation that has being going on between New Zealand and Viet Nam over the past 40 years.”

  The Roadshow is the latest in a year-long series of events organised by the New Zealand Embassy as part of the ‘New Zealand – Open to the New’ season, celebrating 40 years of friendship and diplomatic relations between New Zealand and Viet Nam. 

• Telling the story in Thailand

  Sixteen journalists from local print, TV, radio and online outlets heard from New Zealand’s Ambassador to Thailand, His Excellency Reuben Levermore, who underscored the long-standing relationships between the two countries, in education, trade and other areas. “Nearly 4,000 Thais study each year in New Zealand, benefiting from the high-quality education and great lifestyle provided for international students.”

  The Ambassador also emphasised that New Zealand communities are diverse, welcoming and tolerant, and that, as a young country, New Zealand is renowned for its creativity and innovation.  “We are world class in many areas, including sport, tourism and education,” said the Ambassador.

  

  ENZ’s Marketing and Strategic Relations Manager in Thailand, Chortip Pramoolpol, highlighted New Zealand’s strengths in niche courses such as agribusiness; food and textiles; hospitality; early childhood studies; film, animation, visual effects and gaming; cybersecurity; and sports management.

  “These are examples of newer disciplines which are less established in other parts of the world but represent emerging job markets with good career prospects,” said Chortip

  Other benefits of choosing New Zealand as an education destination promoted at the event included domestic fees for doctoral students, and the ability for these students to work full-time while studying and then gain open post-study work visas.

  

  The media conference was also designed to promote the New Zealand Education Fair which was held over the weekend in Bangkok, by leveraging experiences of alumni and those connected to study experiences in New Zealand.

  The panel included a celebrity host who was a New Zealand alumnus; a parent whose son is currently studying an undergraduate degree in New Zealand; and another alumnus who is now working in a multinational oil and gas company as a Country IT Manager.

• Tauranga-based group visits Korea

  E-News caught up with one of the organisers of the visit, Education Tauranga’s Anne Young.  

  What led to the decision to visit Korea as a group of institutions?

  Education Tauranga’s 2013-2017 strategy focuses strongly on collaboration between member institutions. We find that we can make more of an impact in a market as a group, and, with a diverse range of institutions participating in activities, we can demonstrate the pathways that exist within our region to cater for all levels of education.

  Korean students are enrolled in the full range of education institutions in Tauranga – from primary right through to tertiary. This is one of the reasons Education Tauranga’s Korean student numbers have continued to rise in 2015, while declining in New Zealand overall. We also attribute our success in Korea to the fact that we have committed local agents, strong local government support, highly effective links with the Korean community in the Western Bay of Plenty and institutions that provide excellent education and care to all international students, including those from Korea.

  In choosing Korea as our group visit destination, we were able to further capitalise on our already strong position in that market.  

  What are the advantages of a group visit such as this?

  The main advantage of a group visit is that it’s easier to get noticed and to secure meetings than when you’re an individual institution travelling on your own. Promotional costs can be shared, too. In our case, 21 institutions were pitching in, meaning our advertising dollar went a lot further, resulting greater numbers of prospective students at our fairs and good attendance of officials at other events.

  Having trip organisers taking care of all the planning, organising and bookings meant it was a much more efficient process for everybody. It also alleviated stress for some first time travellers to Korea who didn’t have to face many of the challenging ‘unknown factors’ that can pop up when organising your own recruitment trip.  

  What are the downsides?

  I don’t think there are any particular disadvantages to marketing as a group offshore. However, there are challenges in the logistics of dealing with such a large group, such as transport arrangements and getting everyone to where they need to be on time, as well as ensuring that planned activities are of benefit to all institutions from a range of sectors.  

  What were the highlights?

  We attracted over 400 prospective students through our fairs which was a great success for one small region of New Zealand. The students who came along were already pretty well informed about Education Tauranga’s education offerings, demonstrating that the effort that we put into advertising prior to the events hit the mark!

  Several alumni families also attended the events, and it was wonderful to see them engaging with prospective students and their families and giving their perspective on what studying in our region is like.

  The support of big New Zealand brands such as Zespri was also fantastic; their product promotion at our fair went down really well.

  Being hosted at the New Zealand Residence by the Deputy Head of Mission to Korea and Education New Zealand was also a highlight as we were able to recognise the contribution they had made to ensuring our activities were a success.  

  Are there any outcomes on the horizon or promising connections made?

  We’re hoping our visit will result in an increase in student numbers from Korea in 2016. The signs are promising so far, with many new students expressing an interest in coming here. Time will tell however!

  We have also strengthened relationships with Tauranga’s ‘friendship city’ of Ansan, with a larger study tour group coming in 2016 than came in 2015.  

  What would you do differently next time?

  The visit to Korea was our second regional group visit (we visited China together as a group in March this year) so we already had experience in what did and didn’t work and were able to iron out any issues prior to this trip.  

  Any hints and tips for together groups thinking of undertaking this sort of group visit?

  I think undertaking a visit of this kind is very effective for regions or groups of institutions. My top tips for making your visit a success are as follows:

  • Do your research and have a plan. Know exactly what activities you want to do and why

  • Involve all participating institutions in the planning process

  • Make sure you have support from local councils and your Economic Development Agency

  • Enter the market with a strong brand that all participants believe in

  • Make sure you have translated materials and have translators who know your product/region

  • The work you do prior to arrival is just as important (if not more than) as the work you will do while in country

  • Work with ENZ and local Embassy staff

  • Leverage your alumni

  • Follow up with the people you met with during the visit!

   

• ENZ’s Performance Improvement Framework review

  What’s the purpose of a PIF?

  The State Services Commission (SSC) runs PIFs to make sure government agencies are working as efficiently and effectively as possible, and that they are on track to achieve their goals in the medium-term future (over the next four years).

  This is a warts and all process; a chance to look at areas which are not working so well as well as areas where ENZ is on track. It is an opportunity to get impartial advice on how we can improve and do even better in the future.

  How will the PIF review operate?

  For ten days from 28 October, two independent reviewers will set up shop in ENZ’s Wellington office. During this time, many of ENZ’s staff will get a chance to have their say about ENZ’s performance.

  Some of you will get the opportunity to contribute to the review as well, as the reviewers will also talk to around 25-30 of ENZ’s stakeholders and customers, including a broad range of industry participants.

  We hope you’ll participate if you are approached.

  Some key questions the reviewers will consider are:

  • Where does this agency need to be in four years’ time to be all it can for New Zealand?

  • What are the challenges in getting there?

  • What are the performance challenges?  

  What happens at the end of the review?

  At the end of the process, ENZ will receive a report on its performance (using a green, amber or red rating system) and a list of recommendations.

  The PIF process is purposefully designed to be as transparent as possible. The report, and ENZ’s response to it, will be publicly available and posted on both the SSC and ENZ websites.

• Li and Dinh are moving on

  Dinh Duong

  Dinh Duong, our Market Development Manager in Ho Chi Minh City, is leaving ENZ after more than two years supporting New Zealand’s international education efforts in Viet Nam.

  Dinh has been the main point of contact for our education events and promotional activities in Viet Nam. She has worked closely with our New Zealand-based teams and the international education industry, as well as with our NZ Inc partners in Viet Nam.

  We wish Dinh all the very best with her new endeavours. ENZ is currently recruiting for a Marketing and Strategic Relations Manager for Viet Nam to drive awareness of New Zealand and to build relationships in the market.  

  Li Zhi

  Li Zhi, one of our long-serving team members in China, has decided to move on and pursue other interests.

  As many of you know, Li has been the main point of contact for events in China. Li set the bar high, running a large number of highly successful events in her time with ENZ.

  We have contracted Stephanie Sun to assist us through the Country of Honor events in October. Rosemary from our Beijing office, who many of you will know, is stepping up to assist as well.

  Regional Director – Greater China, Alex Grace, is very confident that she has the best team in place to ensure a series of successful events and is looking forward to seeing many of you soon.

• Bollywood star Sidharth Malhotra in conversation with Indian international students in Auckland

  The star took time out of his very busy schedule to chat to Indian international students in Auckland.

  Students from AUT University, Massey University, Media Design School, Unitec, and the University of Auckland came into school on a Sunday to ask the star their most burning questions.

  Sidharth’s debut film Student of the Year was about university students, so he relished the opportunity to be back on campus at the University of Auckland’s Business School.

  The students were keen to learn how they, too, could go on to become big successes. He advised them to never lose sight of their career goals.  

   “Always write down your target and keep your focus on it. Be confident, and always say yes to opportunities,” he said.

  The students were particularly inspired by Sidharth as he is not from a Bollywood family and got his foot in the film industry door by working behind the scenes.

  He stressed the importance of working while studying as, for him, this was a key way to build up professional networks as well as learning new skills.

  As a former professional rugby player for the Delhi Hurricanes, Sidharth was very interested to hear from three New Zealand India Sports Scholarships students who were in the crowd.

  Scholarship recipients Surabhi Date and Ketaki Khare have been leading women’s rugby in India for the past five years. Surabhi, a sport and exercise science student at AUT University was the youngest captain in the Asian women’s rugby circuit at just 19 years old and played in the first Indian sevens team. While Ketaki a sports coaching student at Unitec was a founding member of India’s first female rugby squad and the first Indian woman to win an international rugby scholarship.

  Sidharth and the rugby players shared their desire to push rugby as a sport in India, particularly among women, and see more high quality rugby grounds be developed in the country.

  Kritika Bhasin, a sport management student at Unitec, asked Sidharth about the sports he plays in his spare time, apart from rugby (tennis, swimming and basketball for those who are interested!).

  The interaction ended with a raucous applause as Sidharth revealed he would be supporting the All Blacks in the Rugby World Cup. The next day he met with the Prime Minister John Key who gave him an All Blacks jersey.

  

  The event has been picked up extensively in the Indian media and Sidharth has posted about it to his 2.4 million Twitter followers.

  A big thanks to the institutions who pulled out all the stops to make this event happen at very short notice.

• 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.