Kia Ora
Welcome to a special edition of E-News focusing on the important task of re-assessing our Depth Markets for the next five years. We look forward to all sectors of the industry participating in this important process.
Depth Market Re-assessment & Schools Workshops
In 2005 Education New Zealand led a market prioritisation exercise with the industry to identify a number of target markets for expenditure of central funds for student centric marketing and related commercial activity. The purpose of this exercise was to:
- halt any potential for fragmentation of ENZ’s limited resources (central funding from the Education Export Levy and the Crown/MoE, and the NZTE offshore staff that are tasked by ENZ) by focussing on a strictly limited number of markets. This way resources could be aggregated towards more of a critical mass rather than fragmented across the entire globe; and
- provide leadership and guidance to the sector in terms of the markets that they should focus their efforts towards. Since ENZ cannot direct institutions towards markets, and inversely is only successful if institutions recruit students from particular markets, then ENZ provided an incentive for institutions (through marketing support – both financial and human resources) to shepherd their efforts towards a limited number of priority markets.
Over the last five years ENZ’s strategy has been well supported, and has become referred to throughout the industry as Education New Zealand’s “Depth, Not Breadth Strategy”. The Depth Strategy currently targets nine markets, as follows:
- China (to a lesser extent Taiwan);
- India (to a lesser extent Sri Lanka);
- South Korea;
- Viet Nam;
- North America (primarily USA, to a lesser extent Canada);
- Germany;
- Thailand;
- Brazil; and
- Malaysia.
When the Depth Strategy was announced in 2005, ENZ undertook to commit to the target markets for a five year period. This planning period comes to an end at the end of 2010.
Between now and 1 November 2010, ENZ is reviewing the Depth Markets. This will be an industry led process, and as an input Education New Zealand has just released desk research into the below twenty markets of interest:
China
India
USA
Germany
Malaysia
Nigeria
Singapore
Indonesia
Korea
Morocco
Japan
Canada
Turkey
Mexico
South Africa
Thailand
Brazil
Nepal
Vietnam
Saudi Arabia
The desk research can be accessed via our Research and Resources website HERE.
If you are not currently registered for the Research and Resources website, you can do so HERE.
ENZ has contacted sectoral groups to request that each group advise ENZ of a ranked order of its top ten priority markets for their sector by 1 November 2010. Please note that the markets do not necessarily need to be selected from the markets that have desk research provided. The sectoral priority markets will then be discussed by the ENZ Board in November and an aggregated list announced in early December.
Unlike the other sectoral groups, the Schools sector do not have a sectoral representative committee covering the international departments of schools. Therefore ENZ will be convening three one-day workshops of international staff from education export levy paying primary, intermediate and secondary schools to enable schools to debate their priority markets in order to develop a consolidated list for their sector. The workshops will be facilitated by ENZ Board members: Madeleine East, Prue Kelly and Richard Kensington.
The schools consultation workshops will be held in:
Auckland
13th October 2010
9.30am – 3.00pm
Sky City Auckland Convention Centre
88 Federal St
Auckland Room 4
Christchurch
18th October 2010
9.30am – 3.00pm
Hotel Grand Chancellor
161 Cashel St
Chancellor 1
Wellington
20th October 2010
9.30am – 3.00pm
Duxton Hotel
170 Wakefield St
Duxton 1&2
In addition, we will use this opportunity to hold two extra sessions:
1) New Zealand Educated Brand Workshop with branding experts, Brian R Richards Ltd. The session is an opportunity for schools to contribute to the brand evolution work which is underway as part of the existing New Zealand Educated brand. We will specifically be looking into the feasibility of targeting the New Zealand Educated brand values to New Zealand Schools.
2) Work Programme Consultation Session to provide input into the 2011/2012 work programme for marketing, research and capability development. Representatives from levy paying primary, intermediate and secondary schools are welcome to attend any or all portions of the sessions. Please indicate your intentions on the registration page.
If you wish to register for the schools consulation workshops, please visit our website HERE.
E-news is a newsletter for the Export Education industry, compiled by Education New Zealand. You can access previous E-news newsletters on our website at www.educationnz.org.nz .
With Regards.
Education New Zealand
www.educationnz.org.nz