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Supporting PTEs to grow internationally
The recent 2024 ITENZ Conference in September provided the ideal platform for Sharon-May McCrostie, Acting General Manager of Sector Engagement for Education New Zealand Manapou ki te Ao (ENZ) to highlight some of ENZ’s work to support Private Training Establishments (PTEs).
Strengthening New Zealand’s reputation as a preferred destination for international students studying with PTEs by taking a collaborative approach with the subsector has been key, said Sharon-May.
“This includes how ENZ works with PTEs to develop the subsector by organising roadshows, in-market education fairs, events and webinars. We also have a strong pipeline of activity ahead, working with PTEs through strategic marketing, partnerships, capability building, with a focus on delivering high-quality educational experiences,” added Sharon-May.
The team at the ENZ booth during the 2024 ITENZ conference. From left Business Development Manager, Jane Yang, Coordinator Sector Engagement, Isabella Gunadjaja, Acting GM Sector Engagement, Sharon McCrostie, and GM Māori, Ed Tuari. Ed kick-started conference proceedings with an energising mihi whakatau.
During her presentation, Sharon-May highlighted four key points:
- Expanding recruitment efforts in key markets such as India, China, Viet Nam, Latin America, and the Philippines, will be incredibly important in the diversification of the international student base. This will also be vital in achieving the New Zealand government’s goal to double export earnings from international education to $4.4 billion by 2027 and meeting the student enrolment target of 85,000 by 2024/25 (up from 69,000).
- ENZ conducts targeted marketing campaigns that aim to boost visibility and awareness of a New Zealand education. Providers can leverage ENZ marketing support in their international journey through tools like BrandLab for developing promotional materials and AgentLab for connecting with education agents.
- ENZ provides valuable market insights through IntelliLab, offering data on trends, student preferences, and enrolment statistics to help providers make informed decisions.
- Lastly, to improve the student experience, ENZ provides resources such as NauMai NZ and conducts an annual Student Experience Survey, giving providers insights into how they can better meet the needs of international students.
Sharon-May ended by confirming ENZ’s commitment to the subsector.
“We are committed to providing ongoing support for PTE providers through research, resource and capability building. We look forward to continuing our efforts in supporting the growth of this very important part of New Zealand’s international education eco-system,” said Sharon-May.
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Insights for PTEs & ELS on how to better attract students from China
In June, participants from Private Training Establishments (PTEs) and English Language Schools (ELS) in New Zealand were invited by Education New Zealand Manapou ki te Ao (ENZ) and the North Asia Centre of Asia-Pacific Excellence (CAPE) to attend a workshop looking at opportunities in China. The workshop was called “"Navigating the new dynamics of Chinese overseas students seeking to study with PTEs and English Language Schools."
Participants from PTEs and ELS at the June workshop co-hosted by ENZ and North Asia CAPE.
Following the conclusion of the workshop, a report was commissioned by North Asia CAPE and facilitated by ENZ, with Shanghai-based market research company China Skinny conducting an in-depth exploration of key topics discussed during the event.
The report, ‘Insights for New Zealand’s English Language Schools and PTEs to better attract Chinese students’, was launched at an event at ENZ’s Auckland office in September with participants from PTEs and ELS. Mark Tanner, founder and managing director of China Skinny presented the report putting a focus on:
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Building awareness of your institutions with your Chinese target audience.
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Considerations for PTEs and English language schools.
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Examples of how other institutions are marketing to their target audiences in China, with an accompanying checklist.
Richard Kensington, Principal of Academic Relations at UP Education, attended both the workshop and the report launch.
He said, “These initiatives by ENZ provided useful insights into Chinese students considering overseas vocational education, including some we were not previously aware of.
"It also reminded us of the significant potential in China’s vocational education market. We need to explore new, innovative ways to recruit students, rather than just relying on traditional methods,” continued Richard.
The report is based on insights drawn from a survey of 700 vocational and language school considerers and interviews with eight education agents in China. A copy of the full report can be found here - Insights for NZ's ELS & PTEs to better attract Chinese students.pdf
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ENZ Indonesia launches Kiwi Challenge 2024
On 21 September 2024, the Education New Zealand Manapou ki te Ai (ENZ) team in Indonesia proudly launched the fifth KIWI Challenge, continuing ENZ’s collaboration with New Zealand universities. Each year, the competition is co-hosted by ENZ and one New Zealand university with the University of Otago invited to participate in 2024.
This year, university students will participate alongside high school students for the first time. Their challenge is to propose solutions that support youth-led Small and Medium Enterprises (SMEs).
The in-person and online launch event featured a virtual keynote speech by Associate Professor Conor O’Kane, Head of the Bachelor of Entrepreneurship programme at Otago Business School. In-person attendees included Associate Professor Leah Watkins, Director of Masters’ Programmes; Regional Manager Sarah Ewing; and Otago Master of Entrepreneurship alumna Fasya Amasani, who delivered insightful sessions about the university. ENZ’s Market Manager, Naluri Bella Wati, also provided an overview of the competition regulations.
The event attracted approximately 100 attendees, all eager to engage with this inspiring challenge. ICAN Education, one of Otago and ENZ's agent partners, served as the on-ground organiser.
Students have until 31 October 2024 to register and send in their video submissions. Following this, the top five teams from both high school and university categories will be selected to pitch their entrepreneurial ideas in the finals, scheduled for 7 December 2024.
Promotional poster for the 2024 KIWI Challenge featuring this year’s event’s details.
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Around the world in five
Canada
Immigration, Refugees and Citizenship Canada (IRCC) has announced further details of changes to the Post-Graduation Work Permit, including the eligible fields of study for college students.
Korea
The government of South Korea has launched new immigration initiatives, including longer post-study work periods for international students, expanded opportunities for permanent residency, a new youth mobility visa, and a new visa stream for graduates from the world’s top-ranking universities.
United Kingdom
Opportunity, growth, and partnership: a blueprint for change from the UK’s universities calls for a rethinking of funding and strategies for the UK tertiary sector. The report recommends the establishment of a coordinated global strategy for UK universities, and the creation of a “Compact” between universities and government to ensure sustainable and stable levels of international student recruitment
United Kingdom and Australia
Overall satisfaction grew for the first time in two years – largely driven by significant improvement at UK and Australian institutions, according to results from Edified’s most recent annual student enquiry experience tracker. The shoppers ranked Australian and New Zealand universities as the best for sending the “most relevant and persuasive responses”, sharing content that interested them half of the time compared to one in every six communications from European universities.
United States
International students in the US will no longer be able to study abroad for longer than five months as part of what stakeholders believe could be an "unintended consequence" of a new policy change.
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Update from Immigration New Zealand
Peak processing season in full swing
Immigration New Zealand (INZ) has seen an increase in applications submitted during September 2024, ahead of the 1 October visa fee and levy increase and because of our ‘apply early’ messaging.
In September 2023, approximately 3,104 international student visa applications were submitted and in September 2024, approximately 6,893 international student visa applications have been submitted, an increase of 122%.
Now that we are in our peak processing period, we expect these processing times to grow as we receive a higher volume of applications. Students should get their visa application in at least 3 months before they plan to travel to New Zealand for the first semester of 2025.
By now, most students should have received an offer of place from their chosen education provider. Anyone expecting to study in the first term of 2025 should apply now.
We acknowledge that some students who are waiting on key study documentation are unable to apply 3 months ahead. In these cases, they should apply as soon as they have all of their documents, but they need to be aware that late applications may not be processed in time for them to start studying.
Immigration New Zealand has three student processing sites in New Zealand, and has allocated more staff to processing student visas, compared to last year’s peak.
Ensure you submit a complete applicationTo avoid delays, we encourage students, agents and advisers to follow the advice in our student visa information sheets. If they do not include all the required documents when they submit their application, it may be declined.
Applications that have a statement of purpose letter written by the student, telling us about their personal circumstances and plans in New Zealand, help us assess their intent. If a student intends to apply for another visa after study, they should declare this. Students are allowed to apply for another visa after they finish studying.
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‘Welcome to New Zealand’ Scholarship applications are open!
Education New Zealand Manapou ki te Ao (ENZ) is happy to announce that it is now accepting applications for its ‘Welcome to New Zealand’ scholarships. The scholarships include an award of EUR 5,000 and a return flight with Air New Zealand to study with New Zealand and are intended to contribute to tuition fees and school or university-related costs.
Students from France, Italy and Germany are eligible to apply for the scholarships. There is one scholarship available for each of the following categories:
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Tertiary students from France who wish to study at a New Zealand higher education institution for at least one semester.
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Tertiary students from Germany who wish to study at a New Zealand higher education institution for at least one semester.
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High school students from Germany who wish to study at a New Zealand high school for at least two school terms (20 weeks).
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High school students from Italy who wish to study at a New Zealand high school for at least two school terms (20 weeks).
ENZ’s Market Development Manager Europe Adina Stoye said that ENZ was delighted to be able to offer these scholarships to help raise awareness of New Zealand as a study destination.
“Germany, Italy and France are all countries that ENZ is focused on growing in Europe. Through this campaign, potential students can learn that New Zealand is a high-quality study destination for both the quality of our education and the experience international students have when they come here,” said Adina.
“We are also delighted to partner with Air New Zealand to include return flights alongside the scholarship award. Scholarship winners will get a taste of New Zealand’s wonderful hospitality before they even land.,” Adina added.
Education agents and education providers can find social media assets and printable materials to help with promotion of the scholarships on BrandLab.
To find out more about the scholarships, you can visit the webpage here. Our ENZ team in Europe is also available to help with any queries. Adina Stoye and Olga Elli can be reached at europe@enz.govt.nz
Applications close at midnight on 8 January 2025 (CEST).
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New brand identity of the Manaaki New Zealand Scholarship Programme launching next week
Education providers and suppliers who are part of the programme will be able to start using the new brand’s design assets from The ENZ BrandLab from 23 October.
The Manaaki New Zealand Scholarship website will also prominently showcase the refreshed brand from next week.
The new Manaaki logo consists of three parts. The tohu is on the left, the Manaaki wordmark is placed in the middle, with the Aotearoa New Zealand fernmark on the right-hand side.
New Zealand Ministry of Foreign Affairs and Trade - Manatū Aorere (MFAT) Scholarships Unit Manager, Alexandra Grace, said it was important for the new brand identity to reflect the transformational nature of Manaaki scholarships to build people’s skills and support them to contribute positively to their communities and countries.
“The new brand is an exciting step forward to unify the Manaaki New Zealand Scholarship Programme’s visual identity to appeal to prospective scholars who are most aligned with our Programme’s values,” Alexandra said.
He parirau is one of the key patterns of the new brand. It is inspired by the takarangi (spiral) and parirau (feathers).
The brand identity development and working group involved kaimahi Māori from MFAT, Education New Zealand Manapou ki te Ao and Indigenous Design Innovation Aotearoa (IDIA) who gifted a specially crafted whakatauākī* for the Manaaki New Zealand Scholarship Programme.
The whakatauākī ‘He Parirau Toro Ao’ translates to ‘stretch your wings to the world’.
ENZ’s Senior Advisor, Rautaki Māori, Craig Rofe, said the whakatauākī is a profound taonga and gift to the Manaaki New Zealand Scholarship Programme.
“It beautifully anchors the programme in āhua Māori (Māori ways of being).”
“We are also pleased with how the whole process of creating the new brand has been steeped in āhua Māori. The way everyone involved in the project used whakawhanaungatanga – the specific act of getting to know one another before we started our work – and wānanga, coming together to meet, discuss and deliberate, every step of the way, made all the difference,” Craig said.
Digital banners showing the application of the brand and whakatauākī.
The new brand was developed following research and interviews with 29 scholars and alumni, and a survey covering 627 people.
The research surfaced three compelling principles for the Manaaki New Zealand Scholarship Programme – manaakitanga, empowering people, communities and countries, and fostering enduring connections.
ENZ’s Manaaki Scholarships Manager, Nancy Linton, said the concept of manaakitanga is integral to the Manaaki New Zealand Scholarships Programme – not only by name, but also in the way that scholars are supported during their entire journey, from application and study to their return home.
“The manaaki we show our visitors by embracing them like part of our ‘whānau’ or family is visible in the way our educational providers extend that support to Manaaki scholars and alumni, who really value it as part of their study experience.
“I am pleased with the way we have incorporated this core element of the Programme, among others, into the new brand identity,” Nancy said.
A brand transition period is in place through 28 February 2025, to allow providers enough time to switch to new brand assets.
Visit The ENZ BrandLab to access new design assets for the Manaaki New Zealand Scholarship Programme after 24 October.
* Whakatauākī are proverbs where the person who said it first is known, as opposed to whakataukī, which are proverbs whose origin cannot be traced to a person.
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A flurry of international education events in Europe
September is often a busy time in the world of international education in Europe. To make the most of the time when students are gathering information to support their study-abroad decision-making, the Education New Zealand Manapou ki te Ao (ENZ) European-based team were making their presence felt at various events to support the school and tertiary subsectors grow their European connections and relationships.
This year’s 34th European Association for International Education Conference (EAIE) was held in Toulouse, France and saw a record number of 7,300 delegates from all around the world attend. The New Zealand pavilion had a strong presence with seven of our universities joining the ENZ booth.
Networking in action at the New Zealand pavilion at EAIE 2024 in Toulouse, France.
ENZ’s Associate Director of Engagement in Europe, Olga Elli, said that these conferences are a fantastic opportunity to showcase New Zealand’s expertise and offerings on a global stage.
“These conferences are a place where relationships are started and nurtured. They result in meaningful partnerships, exchanges and projects for the New Zealand international higher education sector.
“They are also an opportunity to showcase the manaakitanga that New Zealand is famous for. We hosted a get-together at the New Zealand pavilion providing New Zealand wine and French cheese, the perfect match to share with our trusted partners in Europe.,” said Olga.
The New Zealand Pavilion at EAIE 2024 plays host to guests with New Zealand wine and French cheese.
While in France, Olga also attended the student recruitment fair, Elevate, in Paris. This was organised by Study Experience, a Paris-based agency. With nearly 800 French students studying across all sectors in 2023, France is the second largest European country sending students to New Zealand. This trend looks set to continue with plenty of interest in the New Zealand stand at the fair, particularly for students looking for full-degree study programmes.
ENZ’s Associate Director of Engagement, Olga Elli, on the New Zealand Stand at the Elevate student recruitment fair in Paris.
After Germany, Italy represents the second largest source of high school students from Europe and in 2023, New Zealand welcomed 227 Italian high school students to our shores. Growing this market and supporting agents to promote New Zealand is therefore a priority for ENZ.
To support this growth, several New Zealand high school representatives and Italian agents were given the opportunity to meet at the New Zealand Embassy in Rome in September. This was a chance to come together, connect and identify opportunities to work together going forward.
New Zealand high school representatives and Italian education agents come together at the New Zealand Embassy in Rome.
The event was initiated by Terry Kraettli, Director International of Epsom Grammar School, with support from ENZ and the New Zealand Ambassador to Italy, Jackie Frizelle.
ENZ’s Market Development Manager for Europe, Adina Stoye (right) with New Zealand Ambassador to Italy, Jackie Frizelle (left) and Terry Kraettli, Director International of Epsom Girls Grammar School (centre).
ENZ’s Market Development Manager Europe, Adina Stoye, said that it was encouraging to see such a strong interest in New Zealand high schools.
“ENZ will be supporting several more initiatives in the coming months to build on this momentum and further grow the Italian market,” added Adina.
If you have any questions about these markets, please contact Adina or Olga – europe@enz.govt.nz
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From the CE: New beginnings
Tēnā koutou katoa
This is my first column as Education New Zealand Manapou ki te Ao’s new Chief Executive.
To take up the role is an honour and a privilege. ENZ first came into existence while I was working at the Tertiary Education Commission, and I knew at the time that it was a special agency with huge potential.
My first three weeks in the job have been busy and productive. I have enjoyed getting around meeting our staff, our New Zealand Inc and sector partners, with more introductory engagements in the diary in the weeks ahead.
It is immediately clear that while the recovery is happening, and that students are returning, there is much to do, and no shortage of opportunity.
Later this month I’ll be heading to Beijing to attend the China Annual Conference and Expo for International Education (CACIE). New Zealand and China share a long and important relationship, and China remains our largest trading partner. I am looking forward to meeting with our education stakeholders during this visit, as well as meeting our team in market.
Lastly, I want to acknowledge Dr Linda Sissons and her incredible contribution as Acting Chief Executive over the past eleven months. I’ve really valued her wise counsel and am pleased I will be able to continue to draw on her deep knowledge and experience in her capacity as a member of the ENZ Board.
Thank you, Linda – he manawa tītī' koe – you are a person with great endurance, and ENZ has benefitted from your leadership over the past year.
Ngā mihi nui,
Amanda Malu
Chief Executive
Education New Zealand Manapou ki te Ao - International photo roundup
