This month government-backed Education New Zealand (ENZ) launched its new education agent programme introducing three tiers of collaboration with the government’s Think New branding campaign: education agencies can become a recognised agency (endorsed by an NZ institution) and official partners with NZ, while their staff can become a ‘trained agent’, with benefits including access to new marketing material for the Think New campaign.
Alongside the launch, ENZ has also introduced an agent search page on its Study in New Zealand website which allows schools to find ENZ recognised agencies in a country or region using a map locator.
“ENZ wants to promote good quality engagement between agents and New Zealand education institutions, so we can achieve growth in the number of quality international students choosing New Zealand as their study destination,” ENZ said in a statement.
To date, 1,300 agents have completed the seven-module marketing course
“We value our relationship with agents and want to offer more support to high quality, top performing agents and agencies that work effectively with students coming to New Zealand.”
In order to become an Education New Zealand Trained Agent, counselors must complete the e-learning training programme piloted last year.
To date, 1,300 agents have completed the seven-module marketing course and will now be sent records of achievement under the new scheme.
ENZ Trained Agents will have access to the online toolkit of marketing material called the “brand lab” which includes a Think New video and presentation as well as a website building tool to enhance their website.
Only agencies recommended by New Zealand institutions for having “high standards of professional and ethical behaviour in their work with international students” will become a Recognised Agent and be listed on the searchable map.
Currently there are some 260 agents across the globe listed on the ENZ website.
“We are still working with agents and our offshore teams to ensure we have located the best performing agencies and to get their details up on the website,” the organisation said in a newsletter.
“We expect that process will be completed in the next four to six weeks.”
A recognised agency will also given advice from their local Education New Zealand staff, invitations to selected ENZ events in their region and an ENZ Recognised Agency logo for use on promotional material.
From August, the scheme will be extended to include high performing partners that will be contracted for specific campaigns or events. Agencies will be required to submit proposals to the government in order to become an Education New Zealand Partner.
“We value our relationship with agents and want to offer more support to high quality, top performing agents and agencies”
Further details of the programme will be available later this year.
The new scheme replaces the New Zealand Specialist Agents (NZSAs) and is part of a larger government objective to double the value of international education to NZ$5 billion by 2025.
Under the previous NZSA programme, around 30-40% of students were placed by agents who adhered to a code of conduct. The government hopes to expand the share of students placed by agents under the new scheme.
In-country promotion as part of its Think New campaign is already underway in Japan, China and India with plans to roll out marketing in Brazil too.
