Online Generic Promotions, Campaigns & Digital Advertising


nzpostgradthumbPostgraduate Study in New Zealand website

The new website is designed to provide inspiration to international students looking for the best opportunities in postgraduate study. It features current and former postgrad students from a wide range of New Zealand institutions. The focus is on the quality of research in New Zealand, and the freedom students have in choosing the direction of their studies.

The site has a number of features including the "20 Answers, one Question" videos where twenty people from postgraduate study in New Zealand were asked one simple question. The result is an inspiring look into postgraduate study.

You can visit the New Zealand Postgraduate Study website here: http://www.newzealandpostgraduate.com

 

 

LMSL2Learn More Stress Less Engagement Platform

From 2010, Education New Zealand is inviting students from around the world to ‘Learn More Stress Less’. The focus of this online promotional campaign is on how the less stressed New Zealand lifestyle helps students to succeed.

This promotion of New Zealand education on a global stage is taking on many forms, including online campaigns; digital marketing on social networking platforms; as well as a presence on YouTube and at selected PACE education fairs.

The engagement platform www.learnmorestressless.com provides an introduction to studying and living in New Zealand and is where advertising and campaigns will be directing interested parties. Potential students, their parents and education agents will have targeted opportunities to explore what an education in New Zealand has to offer in a visually appealing and engaging way.

Phase one of the campaign and platform went live in June, and we since then we have had a precence at fairs in Ho Chi Minh city and Seoul. Visitors to the fairs had the opportunity to visit the site, as well as to take a ‘virtual’ bike ride within New Zealand. A variety of campaigns and promotional activities will be run to drive students to the engagement platform; on to www.newzealandeducated.com; and ultimately through to institution profiles and websites. You can visit the engagement platform here: http://www.learnmorestressless.com

 

 

ipadthumbStudy in NZ app for iPad and iPhone

The brand new Study in New Zealand iPad and iPhone app is available FREE from the iTunes App Store. The app includes:

- Institution and course finders covering the fantastic range of educational opportunities available in New Zealand

- Issue #1 of the free Learn More Stress Less magazine featuring articles on living and studying in New Zealand, information to help students decide where to study, updates on upcoming events, plus interviews with students and lots more


You can find out more about the app HERE: http://www.learnmorestressless.com/magazine/

 

 

mobiMobi Site

In September 2010 ENZ launched the mobi site version of www.learnmorestressless.com. This is a site specifically optimised to work with mobile handsets, and features core content including the “ask a question" feature in an easy to navigate mobi site that is accessible to the majority of mobile web and wap browsers (wap is a limited web browser for mobile phones).

You can visit the Mobi site here: http://m.learnmorestressless.com

 

 

 

 

ballonsthumbCampaign Drivers

ENZ’s objective is for the online strategy to have a consistent presence within New Zealand’s markets, therefore there will be a variety of campaigns that will be run over the next 12 months, to drive students to the engagement platform; New Zealand Educated; and ultimately through to institution profiles and websites.

ENZ have run a number of these campaigns including a campaign where students can Take Their Study to New Heights and fly a virtual hot air balloon from their home country to New Zealand. The contest involved a number of questions relating to living and studying in New Zealand; as well we were able to collect targeted information about students' study preferences. To help them in the race, they invited family and friends to follow them – which increased our visibility as an education destination even more!

ENZ have also run campaigns where users can find their 'Less Stressed Twin'. Using the user's own photo and information, the engagement platform creates a mock social media profile of what the potential student’s twin’s life could be like in New Zealand. And another where current international students could invite up to five of their friends to join them in New Zealand for a free tour. Potential students not yet in New Zealand could also enter, and invite their friends to come along and check out New Zealand with them.

 

 

 

newspaperCampaign Specific Advertising

To take advantage of the press and coverage of the UK study price hikes, we have been running a targeted UK campaign within the www.newzealandeducated.com platform and Facebook. As well as the online components of this campaign we have used offline media to drive traffic to the campaign.

Prominent ads were placed in the Independant Newspaper alongside their coverage of the student protests, highlighting education in New Zealand. We also placed a well timed advertisement in The Times congratulating Will and Kate on their engagement and offering their first born a first class scholarship to any University in New Zealand.

 

 

SEMSearch Engine Marketing

Search engine marketing and keyword based social network advertising has proven to be very effective at driving traffic through to the portal websites.

The SEM Campaign has been running at various intensities since July 2009, keeping a consistent presence in-market (an important factor in maximising the cost and benefits of SEM). Over the period (Sept 2009 – Oct 2010) over 13% of all traffic to www.newzealandeducated.com was referral links from our SEM campaigns run in Google and Baidu.

 

 

digital-adsDigital Advertising

Since 2009 ENZ has been running a multi-region digital media strategy to deliver targeted traffic to the Learn More Stress Less Engagement Platform.

Facebook and the Google Content Network have provided us with a platform to specifically target our advertising through a Cost Per Click (CPC) model that provides certainty around the number of clicks we will receive from our investment in each market.

Digital Advertising has also given us the ability to target China through their own Digital Advertising platforms on RenRen and Kaixin. Since running the campaign we have seen 8.7% of all traffic to the site come directly through these channels.

 

 

 

baiduChina

Due to China's restrictions of sites such as Facebook and Google, our digital strategy and SEM campaigns had limited reach within China. ENZ decided on a China-specific digital strategy created with local language banner advertising running in two of China's largest social networks (RenRen and Kaixin001) and a Search Engine Marketing (SEM) campaign run on Baidu; which is China's equivalent of Google.

As both of these approaches in China were new territory for our Digital Campaigns, they were structured specifically to enable us to test and learn how effective each component of the campaign was working, then to optimise and refine the strategy to maximise the effect. The traffic that came directly from the China specific campaigns contributed over 4.4% of all the traffic to www.newzealandeducated in the period September 2009 – October 2010.


facebook-pageFacebook Page

As part of ENZ’s online promotional strategy, we maintain an ongoing presence across a number of Social Media platforms.

On Facebook, where our ‘New Zealand Educated’ page has over 11,800 fans, an automatic feed pulls through content from the www.newzealandeducated.com blog and has a very active fan base.

Whenever our fans interact or ‘Like’ a piece of our content, that post also becomes visible to everyone who is friends with that user. This dramatically increases our reach on Facebook far beyond our 11,800 current fans.

 


isotythumbInternational Student of the Year Competition

Education New Zealand has held the first ever New Zealand International Student of the Year competition, with institutions nominating their best students in every sector.

The sector winners and Grand Prize winner were selected from fantastic nominations across institutions and sectors nation wide.

Our Grand Prize goes to Schools sector winner Ryo Hosoma, a Japanese student from Burnside High School. ENZ hosted a Kiwi BBQ lunch event at Burnside with around 140 students, school staff and community members to help them celebrate Ryo’s achievements.

As part of the competition we had the Students’ Choice Award, which involved students nominating themselves on our Facebook page and getting support from their friends and schoolmates, was hugely successful. Over 4,000 votes were cast for the ten finalists, and over 5,000 new members joined our New Zealand Educated Facebook page. The Student’s Choice winner is Ang Ching Ting from Malaysia who attends Victoria University of Wellington.

 

 

twitterTwitter

We also maintain a profile on Twitter where the “New Zealand Educated” twitter feed has over 8,000 followers.
Regular content or “tweets” are published about what subjects they can study and facts about studying in New Zealand with direct links to both www.newzealandeducated.com and www.learnmorestressless.com if they need any further information. The Twitter feed is also used to answer any questions the followers may have about studying in New Zealand.

You can visit the New Zealand Educated Twitter Profile here: http://www.twitter.com/nzeducated

 

 

youtubeYoutube

ENZ also maintain a branded Youtube channel that contains videos from both www.newzealandeducated.com and www.learnmorestressless.com.

You can view the New Zealand Educated Youtube page here: http://www.youtube.com/newzealandeducated

 

 

 

 

fb-mashMonitoring Activity

In addition to our own page and group, ENZ communications also monitors activity on related groups and pages, such as those devoted to particular New Zealand institutions, student unions, or student exchange organisations. This provides additional opportunities to let students know about New Zealand Educated, and to attract them to the web portal and Facebook page.

 

 

 

webInternational Study Websites

Education New Zealand recognises that some students visit generic study websites to find out about different country options. We have either secured paid listings or contributed information and/or articles to several international study websites to ensure that New Zealand is one of the options students can learn about.

 

Websites with an Education New Zealand presence include:

  • GoAbroad.com
  • Studyzone
  • The International Education Site
  • Hot Courses.

 

unztPrevious Large Scale Online Campaigns

Large scale online campaigns have become a significant part of ENZ’s generic promotion strategy. These promotions are designed to be innovative and capture the attention of our intended audience; mainly students.

The “Ultimate NZ Tour” campaign was an example of this. It encouraged students to create a music video for a provided song, and use it to express their impressions of NZ. This fed off the popularity of video sharing sites like You Tube, with contestants posting their videos and soliciting friends, family and social networks to vote for their entry. The winners received a free trip to New Zealand full of fun activities.