Depth Market Strategy
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. IMPs, SPANZ, NZAPEP, CIMD and English NZ 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.
Feedback from each sector varied and it become clear that final choices could not totally satisfy all sectors. PRG chose to recommend markets it felt emerged from the consultation offering the greater good and the greatest growth potential. China, India, South Korea and Vietnam were chosen as major depth markets. Unable to clearly delineate a 5th preferred market, the PRG recommended a “composite” depth market consisting of a funding split between Brazil, Germany, North America, Thailand, and Malaysia. The industry had spoken, and after announcing the decisions at the 2006 Conference, ENZ embarked on depth strategies in these 9 countries.
Depth Markets - Activity
Please click on the following links for information on activities undertaken by ENZ in each depth market:
Major Depth Markets
China (China, Hong Kong and Taiwan)
India (India and Sri Lanka)
South Korea
Viet Nam
Composite Depth Markets
North America (USA & Canada)
Germany (Germany and other European countries)
Thailand
Brazil
Malaysia
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 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
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