Depth Market Strategy

After approximately 5 years of Depth Market promotions, statistics showed that the strategy is working well.  In late September 2010 the start of industry consultation regarding Depth Market Reassessment was announced and by  late 2010 the reviewed list of Depth Markets was announced via E-news.  Education New Zealand's generic promotion work focuses on the following markets from 1 July 2011:

Please click on the following links for information on activities undertaken by ENZ in each depth market:

Top tier:
China
South Korea
Vietnam
Thailand
Indonesia
Colombia/Chile (combined market)

Second tier:
India
Germany
Brazil
Malaysia

In addition to these depth markets, it was decided that some support would also be focused on the following three markets that are considered emerging markets or in need of some additional support:

Russia
Middle East/Gulf States
Japan

History

In 2006, after several years of a broad but shallow approach to offshore generic marketing, Education New Zealand’s (ENZ) Promotions Reference Group (PRG) recommended that ENZ shift to a depth strategy.

ENZ embarked on a sectoral consultation process to determine which countries the industry felt should be committed to a depth strategy model.  Industry were asked to consider country preferences against 14 criteria including sectoral relevance, ‘NZ Inc’ effort in each country, students’ interest in studying in New Zealand and affordability of generic promotion within different countries.  The industry had spoken, and after announcing the decisions at the 2006 Conference, ENZ embarked on depth strategies in these 9 countries.

Depth Markets - 2006 - 2011

Please click on the following links for information on activities undertaken by ENZ in each depth market:

Generic Promotions Strategy

Education New Zealand uses a wide range of generic promotional activities to raise the profile of New Zealand as a study destination. These promotions aim to put New Zealand on the choice set for intending international students, and to build their interest in the country generically so that they can progress to regional or institution-specific inquiries.

Our generic promotions strategy casts the net wide, aiming to grab the attention of students, while also appealing to parents and agents, who are key influencers in the decision making process.

The primary online tool for generic promotion is the New Zealand Educated portal website. The site provides intending students, parents, agents and others with a large amount of information about New Zealand, the process of becoming a student in New Zealand, what to expect from the climate, lifestyle and culture, and how to find an institution that matches each student’s educational requirements.

In addition to the general information on the website, it is populated with up to date news about New Zealand institutions and international students. It is also one of the key places where ENZ can advertise current and upcoming promotional campaigns and events.

We use several channels to attract users to the website. Online promotion and social networking are two of the main channels. ENZ promotes the student website using keyword advertising on search engines and social networks. This has been a very effective driver of traffic to the web portal.

We also use social networks, primarily Facebook, to create a more interactive relationship with potential students and influencers. New Zealand Educated exists as a fan page on Facebook, where news updates from the website are fed through to the page, and we can also post information regarding competitions, promotions and events. A “Study in New Zealand” group was also created on Facebook to encourage current and intending students to ask questions and share experiences.

Print promotions are also used to direct traffic to the web portal. This includes both editorial content and paid advertising in magazines and newspapers, usually targeted in areas where events are taking place. It also includes branded collateral with the web address as a call to action.

New Zealand Educated Website

Online Generic Promotion & Social Networking

Print Generic Promotion