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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.

• 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.

• 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.

  Download the campaign overview

• Tokyo calling: new appointment

  Fiona has a Master of Arts in International Relations from Waseda University, Tokyo. She is a fluent speaker of Japanese and has studied, lived and worked in Japan.  Most recently the Business Education Partnership Coordinator at the Asia New Zealand Foundation in Wellington, Fiona has a solid background in the education sector.  

  Fiona will be based at the New Zealand Embassy in Tokyo from 7 May 2014, following two weeks orientation in New Zealand. An early focus of her work will be finding opportunities to partner with the Japanese government in its push to internationalise education under ‘Abe-nomics’. This may include initiatives such as improved English capacity and delivery, and exposing young people to international perspectives.

  Fiona will also be involved in collaborative efforts by New Zealand government agencies to produce products that are attractive to Japan as it gears up to hosting the Rugby World Cup 2019 and the Summer Olympics 2020. Products may include short-term English and rugby programmes, and programmes that address volunteer capacity building to support these major sporting events. 

  You can contact Fiona at this address: fiona.haiko@enz.govt.nz.

• Hong Kong happenings

  Regional Director for Greater China Alexandra Grace reports Hong Kong has recently received heightened attention from Education New Zealand’s China team, particularly following Secretary for Education Peter Hughes’ visit with a sizeable delegation last October. Minister Steven Joyce also met with Hong Kong’s Secretary for Education Eddie Ng in Wellington in March (at the time of the International Summit on the Teaching Profession), and education was also discussed during the Prime Minister’s visit to Hong Kong in March – the first visit by a New Zealand head of government since 2006.

  Discussions between Minister Joyce and Secretary Ng focused on ‘doing more in education’, including sister-school relationships, study abroad options in New Zealand for Hong Kong students, and joint programmes between education providers. 

  In addition to these high-level discussions, officials have been working closely together on the ground. This includes a delegation from the Hong Kong Education Bureau visiting New Zealand to learn about school-based management, and a formalised arrangement between the New Zealand Qualifications Authority and the Hong Kong Education Bureau for the development of qualifications frameworks. This sits alongside a broader education cooperation arrangement between our Ministry of Education and the Bureau. 

  On the profile-raising and student recruitment front, Guangzhou-based Education Manager, Felix Ye, attended a key education and careers expo in February. Enrolments at New Zealand education institutions by Hong Kong students have dropped in recent years – a trend also reported by Australia, which ascribes the decrease to the high exchange rate. Immigration New Zealand worked alongside Felix at the Hong Kong Trade Development Council Education and Careers Expo (800 exhibitors from 18 countries)  – providing a ‘one stop shop’ for students inquiring about study and employment options. 

  Felix reports many of the students were seeking study opportunities that included internships and other employment options. “Their inquiries reflect a broader interest expressed by students across Greater China and is a key driver that New Zealand institutions will need to address.”

  The China team will be talking further with the Hong Kong Education Bureau and Hong Kong education providers about opportunities for stepped-up collaboration. Alexandra Grace also says they will be doing more work to raise awareness of New Zealand education in the market: “people need to know about us to consider us, and awareness is not currently that high in Hong Kong”.

  She adds the team would be glad to hear from New Zealand institutions about their relationships in Hong Kong, and how they would like to strengthen and expand these -- email china@enz.govt.nz.

  You can see the wider overall China market overview here. 

• Erasmus+ update - European partnership opportunities

  In a December 2013 edition of International Education News, we outlined changes to the European Commission’s education funding programme. The new programme Erasmus+ started on 1 January 2014 and will run until 2020 - the budget for the seven-year programme is EUR14.7 billion, a 40% increase on current spending. It has two categories for participation: ‘programme countries’, who are member states of the EU and other specified European countries, and ‘partner countries’, which is all others including New Zealand.

  The key point of interest for New Zealand is that Erasmus+ will fund international credit mobility exchanges (learner and staff exchanges) between European and New Zealand higher education institutions, without the need for co-funding. Approximately EUR 1.68 billion will be available to fund mobility with non-EU countries.  Applications are made by the European institution to their national agency – see below. 

  The deadline for this programme has been moved back, following some implementation delays, giving more time for New Zealand institutions to build or reinvigorate existing partnerships.  Applications are expected to be invited in September 2014. Funding is allocated to European national agencies, depending on factors such as population and previous uptake of student mobility funding, which means some key European markets for New Zealand will have the largest budgets: Germany, France, Spain, Italy, Poland and the UK.  

  New Zealand higher education institutions can participate in four parts of the Erasmus+ programme. Mobility programmes open later this year: 

  • International credit mobility - which will support 135,000 learner and staff exchanges between European and partner countries (within partnerships with a European institution)  – call for applications by European institutions is expected in September 2014 (closing in early 2015), and every year after.

  These programmes have closed for 2014, but might offer opportunities in following years:

  • Jean Monnet activities - which aim to stimulate teaching, research and reflection in EU studies worldwide – this is the only programme which New Zealand institutions can apply to directly, rather than via a partnership with a European institution.

  • Joint Masters degrees - developed with European institutions, open to institutions and students from anywhere in the world

  • Strategic partnerships and knowledge alliances - non-European institutions can participate if they can demonstrate added value for Europe.

  For more information, talk to your EU higher education partners, or contact Shelley Robertson (Brussels) or Ute Haug (Berlin) for help developing new relationships. 

• Doing Business in India programme

  The 16 postgraduate students have just returned from a two-week Doing Business in India programme. 

  Education New Zealand funded the students from New Zealand’s universities on the programme at the Indian Institute of Foreign Trade (IIFT) in New Delhi. The IIFT, an autonomous public business school, is widely recognised for its knowledge and resources in foreign related trade and research having trained more than 40,000 business professionals across 30 countries.

  Greg Johnston, a University of Waikato honours student and budding entrepreneur, says the Doing Business in India programme was “outstanding”. 

  “What Education NZ have provided for us is outstanding and they made a great decision to link in with IIFT. The calibre of IIFT faculty is world-class”.

  Greg, who is passionate about international trade and commerce, was quick to apply for the chance to participate in the programme that aimed to enhance New Zealand’s trade and education links with India. 

  He says Doing Business in India delivered on its promise to help New Zealanders to better understand trade patterns, business opportunities and procedures to successfully engage in business with India.

  Education New Zealand’s Regional Director South Asia, Ziena Jalil, hosted the students at a networking event at the New Zealand High Commission in New Delhi along with other New Zealand government agency officials. 

  “The Doing Business in India programme has given some of New Zealand’s brightest emerging talent an opportunity to learn how India does business – emphasizing the official requirements for starting and operating an industrial or commercial business in India. Just as importantly, each participant on the programme was an ambassador for New Zealand education.” 

  The participating students came from six of New Zealand’s eight universities. They were chosen on their ability to demonstrate cross-cultural understanding and awareness, their understanding of the importance of the global networks and partners for New Zealand’s business success, and on their understanding of the importance of India to New Zealand’s trade and economic future. 

  The Doing Business in India programme supports the 2011 New Zealand and Indian Prime Ministers’ Education Initiative announced to enhance bilateral tertiary education cooperation. 

  This education initiative was also the catalyst for the establishment of the New Zealand India Education Council under which Education New Zealand recently put out a call for joint research applications from New Zealand and Indian academics. Over 60 research applications were received in response to the call. A joint New Zealand-India panel will decide successful applications during the first week of May. 

• Immigration update: new eMedical system

  INZ says eMedical is an exciting initiative that will deliver important benefits, including:

  • Saving time and costs for INZ and its customers: eMedical provides a secure online channel for a visa applicant’s health information; in most cases this information will not need manual assessment by immigration officers.

  • Improved customer experience through eliminating paper medical certificates: this will help INZ reduce visa application processing times.

  Applicants and their representatives will continue to have access to their medical information through eMedical reporting mechanisms.  As happens now with paper medical certificates, an applicant will be able to provide their health information, as captured in eMedical, to their representative if they have one.

  The new eMedical system will also support a fully online visa application process.  eMedical will be phased in progressively from late 2014, and during 2015 it will be integrated with Immigration ONLINE, INZ’s new technology platform for visa applications and processing.

  More information can be found on the Immigration New Zealand website.

• Think New enters India

  India is currently the second largest and fastest growing source of international students to New Zealand. Education New Zealand (ENZ) is looking to build on this positive momentum with a new marketing campaign. 

  While New Zealand is well known in India for cricket, tourism and to some extent movies such as The Lord of the Rings and The Hobbit, there is still work to do to improve awareness of New Zealand as a high quality education destination.

  Kathryn McCarrison, General Manager Marketing and Channel Development, says: “Those who know New Zealand like New Zealand but there is a lack of awareness about us as a high quality international study destination. This campaign aims to help fill this knowledge gap.”

  The campaign challenges prospective students who are already thinking about study abroad options to take the next step and convert their general interest in New Zealand into active consideration.

  Visitors who register their interest in studying in New Zealand on the Education New Zealand (ENZ) campaign website will be contacted by a pool of New Zealand specialist education agents who can provide more information about the courses, the criteria and support with the application process.

  Popular Indian Premier League (IPL) coach of the Chennai Super Kings and former New Zealand cricket captain Stephen Fleming is fronting the awareness raising campaign.  By expressing interest, prospective students will be automatically “in to win” an exclusive dinner date with Stephen Fleming. Fleming’s team is having a great IPL season and he is highly regarded in Indian as among the best captains the Black Caps ever had.

  “The New Zealand tertiary education sector has a huge range of programmes available. As well as being specialists in a number of areas we also offer niche and vocational courses which are less developed in other countries so New Zealand really stands out from the crowd.

  “We want to continue to grow the number of high quality Indian students studying in New Zealand and for them to secure meaningful jobs, particularly in industries experiencing skill shortages such as I.T, Engineering, Agriculture and Forestry and Construction. We hope that this campaign will help us to achieve this goal,” Kathryn says.

  ENZ is working with ten of the top Indian agencies on this campaign. These agencies will amplify the campaign messages through their own networks, reaching many thousands more students.

  The campaign will run from 12 May to the end of June, building on a strong public relations strategy that ENZ has been running in India since October 2013.

  View the campaign website

• ANZA workshop

  Education New Zealand’s Channel Development Manager Kaye Le Gros presented the Think New brand and the New Zealand Education Story to agents in a seminar that showcased New Zealand. Immigration New Zealand also presented immigration updates at the seminar. 

  Almost 100 education institutions attended the three day workshop, including 44 from New Zealand, along with around 60 work and travel organisations and service providers. 

  Agents from 50 countries were there, all focused on sending students and youth travellers to our side of the world.

  For the first time, Brazil was the top agent country, reflecting the popularity of New Zealand and Australia as study destinations for Brazilian students.

  Next year’s workshop is coming to New Zealand – mark 28-30 April 2015 in your diary for the workshop at Sky City in Auckland. Kaye says this will be a great opportunity for regions and groups to consider familiarisation visits for agents visiting New Zealand in 2015.