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• NZ publishers optimistic about Korean market

  Korea is the world’s tenth largest publishing market, valued at an estimated NZ$5.4 billion. Children’s books enjoy the largest market share at 16 percent – if multi-volume sets were included the children’s book would account for 30 percent of the total market.

  “We’ve had 17 one-on-one, high-quality meetings over the two days of our visit thanks to Education New Zealand having done a lot of preliminary scoping in advance. The reception at the New Zealand Embassy in Seoul was a further opportunity to build networks, and was well attended,” said David Glover, Publishers Association of New Zealand’s project manager responsible for the trade mission to Korea.

  “The Korean education publishing market is both sophisticated and highly competitive. Publishers have good knowledge of what other major countries such as the US and UK have to offer. So it was very encouraging that so many local publishers took the time to meet visiting New Zealand publishers.”

  Joy Allcock of MJA Publishing found that travelling in a group with support of ENZ was helpful in opening the right doors.

  "In Seoul, David Glover and Onnuri Lee [ENZ Market Development Manager]did an incredible job – the visit was well-organised and researched. The people I met were preselected and were already interested in the product. They were ready to provide helpful feedback," said Joy. 

  In Hong Kong, Joy was invited to present to 200 early childhood teachers by the Bureau of Education, an opportunity that would not have been offered if she had been visiting as a single company.   

  David noted that selling our learning material to Asia is challenging.

  “It is clear that NZ publishers will have to adapt their materials quite extensively to local market conditions if they wish to succeed here. But initial feedback from the visiting publishers is very positive and there are a number of good leads to follow up and hopefully turn into long term contracts,” said Glover.

  The four educational publishers, ESA Publications, Lanky Hippo Publishing, MJA Publishing, and Wendy Pye Publishing visited Korea and were joined in Hong Kong by academic publisher NZCER before all travelling to the Taipei International Book Exhibition 11 – 16 February 2015.  

• Flying Kiwi makes return flight

  Early in the new year, our Santiago-based Market Development Manager Javiera Visedo received a surprise visit from a familiar face – Flying Kiwi Catherine Lee. Catherine was one of the first group of seven Flying Kiwis to study in Santiago in 2013 and she had come back for a three week holiday in Chile to spend time with her host family.

  “Although obviously my visit as one of the Flying Kiwis was very advantageous from a learning perspective, the friendships and bonds I have formed with my host family and classmates transcend language barriers and distance,” said Catherine.

  Flying Kiwis is an ENZ initiative to send New Zealand secondary school students studying Spanish to Santiago for three weeks to attend school alongside Chilean students. The programme was developed in response to the Chilean Government-sponsored scholarship programme Penguins without Borders which sees Chilean students coming to New Zealand to study. 

  Catherine was in year 13 at Northcote College when she was chosen as a Flying Kiwi. At the time, her Spanish was advanced and she gave a speech for the welcome event at the Ambassador’s Residence.

  With one daughter of their own, Catherine’s host family treated her like a second daughter. They loved the experience so much that they hosted another Flying Kiwi last year – they say now they have three daughters.

  These days, Catherine is in her second year at the University of Auckland studying towards a Bachelor of Arts majoring in Spanish.

  “Travelling to a Spanish-speaking country and learning more about the language definitely influenced my decision to study translation and interpreting at a tertiary level. I could see myself having a career as a translator – I knew that was what I wanted to do with my life,” said Catherine.

  “I will definitely have an ongoing connection to Chile – I already miss my friends and host family! One day I would like to do another exchange to a Chilean university, or even live there for a while.

  Several of Catherine’s Chilean schoolmates have plans to travel and study in New Zealand. Her host sister is investigating visas to study and work in New Zealand for a year.

  “Even my host family are considering moving to New Zealand, as they have heard wonderful things about living there.”

  Javiera said that Catherine now speaks beautiful Spanish and her story demonstrates the success of the programme.

  “It’s great to see the long-term results of these initiatives. It makes us appreciate even more what we do and most importantly why we do it,” said Javiera.

  

  Bottom left photo (Left to right): Catherine’s host sister, Javiera Jimenez Ortiz; Catherine; and friend Rubi Ruiz Vallejos
  Bottom right photo (Left to right): Catherine’s host mother, Elena; Javiera Visedo (ENZ Market Development Manager); Catherine; and host sister, Javiera, at the New Zealand Embassy in Santiago

• Open Hearts, Open Minds, Open Books

  New Zealand’s Guest of Honour presence at the Taipei International Book Exhibition (TIBE) had a strong education flavour as Education New Zealand staff and six education publishers participated alongside a cast of leading New Zealand authors and other New Zealand publishers.

  Education New Zealand contributed $100,000 to New Zealand organiser Publishers Association of New Zealand (PANZ) to support the participation of the Wendy Pye Group, ESA Publications; MJA Publishing; Lanky Hippo Publishing; the New Zealand Council for Educational Research; and Clean Slate Press at TIBE held over 11 – 16 February 2015.

  TIBE is the largest book fair in Asia and acts as a gateway to the region. In 2014, TIBE had more than 500,000 visitors, over 1,000 events for visitors or publishers, more than 700 domestic and international reporters and 423 international publishing houses in attendance. 

  This year TIBE brought in free entry for school-aged children, which was expected to boost visitor numbers as well as providing an expanded audience for Education New Zealand’s “Study in New Zealand” messaging.

  New Zealand’s Guest of Honour status ensured that we received prime positioning within the fair venue as well as enhanced interest and attention from media; Taiwan authorities; and industry representatives seeking to buy rights. 

  A wide-ranging programme included strong publisher presence, public presentations, kapa haka performances, carving by the New Zealand Māori Arts and Crafts Council/Ngā Kete Tuku Iho, a visiting author programme, and offsite events including an art exhibition. The eye-catching New Zealand Pavilion – in a design of three Māori tokotoko (orator’s sticks) – exemplified New Zealand’s “Open Hearts, Open Minds, Open Books” theme.

  “Education New Zealand has previously supported our education publishers’ attendance at such key international trade events, as it gives them the opportunity to explore new markets and opportunities in a dedicated business setting”, said ENZ’s Business Development Manager, Adele Bryant.

  “Dame Wendy Pye was busy at her stand following up leads she attributed to attendance at Frankfurt 2012 where New Zealand was also Guest of Honour and ENZ supported education publishers.”

  

  Above: Dame Wendy Pye and a young Taiwanese student demonstrating one of Wendy’s education tools.

  While the delegation of education publishers represented a mix of experienced and new exporters, all were united in having high-quality products that represented New Zealand's reputation for innovation and quality education. 

  “ENZ support for TIBE and earlier scoping visits to Hong Kong and Seoul has helped profile our strengths in education publishing to Asian publishers. The New Zealand delegation has been able to understand how their product can better fit the market as well as meet new business leads”, said Adele.

  ENZ’s Regional Director – Greater China, Alexandra Grace, also delivered presentations profiling New Zealand as a high-quality education destination that fosters innovation and creativity in its students.

  “It was inspiring to deliver these presentations as part of New Zealand’s Guest of Honour programme”, said Alex.

  “Being part of a programme that included such creative and talented New Zealanders as Eleanor Catton, Witi Ihimaera, and Joy Cowley – not to mention our education publishers, who are seeking to inspire, delight, and educate children around the world with their innovative learning tools – was a real buzz. Their presence complemented perfectly the message I was seeking to make about New Zealand as a place where ideas and talent are nurtured and developed.”

  “I was also able to point to Eleanor Catton and Witi Ihimaera – both of whom teach at Manukau Institute of Technology – as being event-appropriate examples of how New Zealand delivers applied education in a way that is closely linked to industry.”

  Education New Zealand will continue to work with TIBE participants and other education publishers to assist them in finding opportunities to promote their products, skills and expertise offshore; as well as working to promote New Zealand as an education destination of choice to students from Taiwan.

  For further information on New Zealand’s participation at this year’s Taiwan International Book Exhibition, visit: www.publishers.org.nz

  To find out about other connections our education publishers made on their way to Taipei, read here. 

  Below: Inside the NZ pavilion ENZ Regional Director – Greater China, Alex Grace, presents on the strengths of NZ education publishing.

  

• Wanted: Good news stories

  With ENZ teams in key locations around the world, we understand the local media and work with relevant media outlets to get New Zealand stories published, broadcast and onto computer screens.

  And we’ve had some good success – last year ENZ’s integrated PR and marketing activity in India won the Public Affairs Asia Gold Standard Award for Country Promotion. 

  While we monitor New Zealand media for stories to highlight abroad, we are always looking for innovative and interesting story ideas that showcase high quality education.

  Are you launching a new course, celebrating unique student success or releasing new research that would be of interest to international media? Or is your regional group planning a visit offshore? With early notice, we can help to tell your region’s education story to the media.

  Have you got students or experts travelling in-market who are great representatives of the strengths of a New Zealand education? Give us the details and we’ll try and link them up with local media.

  Do you have alumni stories of the connections created between countries and people in the years following graduation? We’d love shine a light on them.

  Email us at media@enz.govt.nz if you have a great story to share.

  Take a look at the kind of stories we have worked to profile in China:

  • Student success stories with relevance to China: Chinanews.com reported on a team of Auckland University students, including one Chinese national, which competed in an international robotics competition.

  • China-related education events held in New Zealand: People.com reported on the University of Auckland’s seminar session promoting study opportunities in Qingdao. Xinhuanet.com highlighted Victoria University of Wellington’s Confucius Institute sunrise ceremony to celebrate the 10th anniversary of the establishment of the global network of Confucius Institutes. China Daily reported on a Chinese Week which promoted Chinese language and culture through television, libraries and apps.

  • Institutional developments of relevance to China: Waikato University launched a scholarship scheme for international students from Asia, including China. Coverage was secured in a range of media, including Sohu.com. The article highlighted the $1 million Excellence Scholarships for nearly 200 students and noted Waikato’s strengths in education, economics, law and information technology.

  • Scientists and researchers visiting China who can be interviewed about New Zealand’s strengths in their fields: Sir Peter Gluckman, the Prime Minister’s Chief Science Advisor, visited China in September. Media interviews arranged by ENZ resulted in coverage highlighting New Zealand’s education strengths in science and research, including in agriculture, medicine and nanotechnology.

  • Regional cluster visits: The Shanghai Morning Post reported on Study Dunedin and Education Southland’s joint education fair in Shanghai. ENZ also helped secure coverage for Dunedin education institutions during the Dunedin Mayoral Delegation to Shanghai, resulting in a total of 74 media reports across TV, online and print media – equating to NZ$564,677 in PR value.

  • Collaboration with Chinese counterparts: Chengdu Evening Post reported on ties being developed by New Zealand schools with Chinese counterparts. The Daily Evening News reported on the 2014 Sino-New Zealand Modern Vocational Education Development Forum held in Tianjin.

  • Visiting scholars and institution leaders: Beijing Business Today interviewed Caroline Daley, Dean of Graduate Studies at the University of Auckland, highlighting the university’s job seeker support for international students. 

• Pakistan providers visit New Zealand

  The visit’s primary purpose is to increase the number of New Zealand Universities on Pakistan’s approved PhD scholarship list.

  This visit follows an ENZ-led inaugural education delegation trip to Pakistan from 26-30 October 2014. The trip was to scope out opportunities in the Postgraduate and Degree-level student markets. The delegation included representatives from universities, Institutes of Technology and Polytechnics and Private Training Establishments, and was also supported by Immigration New Zealand and the Honorary Consul General for Pakistan, Mr Moin Fudda.

  Feedback from the providers on this market development approach was positive, with delegation members signalling they’ll be heading back into the market in 2015 as part of a sustained promotional effort.

  “We’re really happy with the lessons and outcomes from the trip. We’re progressing a market-development plan with Immigration New Zealand, which can provide a staged market development approach focussing on high-value students” says Middle East Director John Laxon.

  The visit attracted some media coverage in Pakistan, including these pieces in Pakistan Today and the Daily Times.

• Christchurch Educated “Owning Our Future”

  Thought-provoking and at times challenging messages were received from Kay Giles, Chief Executive of CPIT (“My view on opportunities in international education”), Michael Prentice, Designworks (“The brand journey”) and Lester Wolfreys, Focus Consulting (“Commercialising opportunities”).

  This event was supported by Education New Zealand and in his opening address, Chief Executive Grant McPherson welcomed the pleasing progress towards recovery in the Canterbury region and encouraged members to work together to continue the momentum for sustainable growth.

  From the conference, Christchurch Educated members gained a greater awareness of the value and potential of our New Zealand and regional brands and participants discussed a range of ideas related to the further development of pathways, student experience and possible models for collaborative market and product development.  These outcomes will form the basis for initiatives that the Board of Christchurch Educated will consider in the coming months.

  To find out more, receive copies of the conference presentations or to make contact with Christchurch Educated, contact Karen Haigh (karen.haigh@enz.govt.nz)

  Below: Christchurch Educated Board Member and Cobham Intermediate School Principal, Scott Thelning MC’s the conference.

  

• Shared role expected to bring benefits in Southland

  Southland Girls’ High School and Southland Boys’ High School have decided to maximise their international opportunities by appointing Carolyn Davies as Director of International Students for both schools.

  “We have been in the International student market for over 23 years. What we find works well for us is having a full time International Director – that one port of call helps agents, students and parents,” says Yvonne Browning, Principal of Southland Girls’ High School.

  “SGHS and SBHS are not in competition with each other and we see major benefits in sharing an International Director. There may be economies of scale to be achieved through joint promotions and marketing material, and by sharing systems and processes we will create better practice for both schools.”

  Ian Baldwin, Rector of Southland Boys’ High School says their more than 20 years of experience in international education has taught them that it is important to develop mutually beneficial relationships with students and parents.

  “We’ve had to become much more professional in our approach and commit real resource to building these relationships. I realised that we needed a person dedicated to the necessary 24/7 pastoral care of students along with agent-school and parent-school relationships,” says Ian.

  Carolyn Davies is that person and she agrees with Ian about the dedication required to be a successful international director.

  “International education is more than a job; it is part of your life – a passion. Many of the agents and school staff are like family and my parents now have many international children and grandchildren. I often have agents asking, ‘can I stay at mum and dads?’ If they don’t stay there, the first thing they do when they arrive is ring up and book in for a roast lamb dinner.

  “When the opportunity arose for me to take up the DIS role at SBHS it was a natural fit. If you are going to talk to an agent about an opportunity you know the agent represent girls as well as boys – so it makes sense,” says Carolyn.

  Carolyn says feedback from agents supports the decision by Ian and Yvonne to follow this path.

  “The role will include agent liaison, coordination of accommodation placements for the students, marketing, holiday and weekend programmes and some new things like setting up an International Facebook page for SBHS,” says Carolyn.

  SGHS currently has over 25 international students from Japan, China, Hong Kong, Thailand, Germany and Yvonne is excited to soon see some students coming from Chile and Korea.

  SBHS has fewer students but is looking for growth.

  “While our numbers are relatively low at 12 students, Carolyn and I fully expect a 50 percent increase within a year just through the obvious synergies,” says Ian.

  Carolyn will continue to be based at Southland Girls’ but will now be the first point of contact for both schools.

• Online student visas save time

  The Immigration New Zealand service allows students to apply for their student visa, pay application fees and upload documents online. The time savings are impressive – the very first completed online application was received at 10.41pm NZ time on 29 August from a PhD student in Italy. The application landed in the London branch 15 minutes later and received a successful decision roughly three hours after that. 

  Since launching Immigration ONLINE – Student, INZ has continued to develop its stability and usability and is seeking to shift more students from the manual to online application channel. While the ability to apply online is currently only available to individuals, the “Apply on Behalf” capability will be added from mid-2015, allowing agents and advisors to use the platform. 

  For more information, please see: http://www.immigration.govt.nz/migrant/stream/study/application/default.htm

• Study in New Zealand on Instagram

  Over the next six months we are trialling some social media marketing with 15 scholarship students on Instagram.

  The students from the university and ITP sectors have been challenged to capture one moment each week of their New Zealand study experience. This could be in the form of a photo or a short video.

  Highlights so far include shopping for fruit and vegetables at Wellington’s fresh produce markets, a visit to the Taihape Gumboot, canyoning in Piha and riding a mechanical bull at AUT University. We are looking forward to seeing the ‘inside the classroom’ pictures as the study year gets underway.

  With Instagram it’s very important to be real so we thought the best way to do that was to hand the reins over to the students themselves. While we are working closely with the students to generate the right type of content, our student ambassadors are encouraged to share their education experience as authentically as possible. As we learn how to make the most of this student-led social media channel, we’ll invite new contributors from all markets to increase the amount of content we are generating.

  The 15 scholarship students are competing to be crowned the best contributor with a prize of $200 towards a kiwi adventure of their choice. We’ll also provide each of the 15 students with an official reference for their CV at the end of their six month stay in New Zealand.

  If you’re on Instagram, follow the students’ journey at @studyinnewzealand - http://instagram.com/studyinnewzealand

• New Zealand Cracks Top Five Preferred Overseas Study Destinations for China’s Wealthy

  Rupert Hoogewerf, Founder, Chairman and Chief Researcher of the Hurun Report, noted “New Zealand breaking into the ‘Big 5’ shows how far it has come to building a global education programme, attracting many of China’s most successful families to send their children to study there.  With 80% of these families now looking to send their children to study overseas, New Zealand’s all-round education system is able to compete at the very highest levels in the world”.

  ENZ received a “Best of the Best” award for this achievement.  The awards are based on the annual Chinese Luxury Consumer Survey (CLCS), now in its 11th year.  Between September and November 2014 the Hurun Report surveyed 376 Chinese individuals with at least CNY 10 million (NZD 2 million) personal wealth.  62% surveyed were from the first tier cities of Shanghai, Beijing, Shenzhen and Guangzhou.

  Those surveyed were asked, “what is your preferred overseas study destination?”.  New Zealand followed the US, UK, Australia, and Canada (out of 12 countries), and edged out Switzerland, a popular education destination with the world’s wealthy.   

  “This recognition hasn’t come about by accident”, said Regional Director Alexandra Grace.  “We have made a deliberate effort to connect with the Hurun Report’s readership, and to showcase that New Zealand education is something to which to aspire.  We have done this in various ways, including through Hurun media interviews with our Prime Minister, Hon Steven Joyce, and with leaders such as Auckland Mayor, Len Brown.  The messaging in all has been consistent: New Zealand offers high quality, personalised education in a world-class environment.  Our education system fosters creativity and innovation; ideas are born in our country.  And future leaders across all sectors are developed in our country”.

  This isn’t the only award won recently by ENZ’s China Team.  “We had a very successful year on the awards and recognition front in China last year”, said Alex.  “We are off to a good start this year by also being awarded an “international partner award” from the China Education Association for International Exchange”.