During the 2024 ITENZ Conference held in Tāmaki Makaurau Auckland, Education New Zealand Manapou ki te Ao (ENZ) outlined new initiatives to support the global expansion of Private Training Establishments (PTEs). Sharon-May McCrostie, ENZ’s Acting General Manager of Sector Engagement, delivered a presentation detailing the organisation’s efforts to promote the visibility and success of the country’s PTEs through various plans of action, which include the use of strategic marketing, partnerships and data-driven insights. The event showcased ENZ’s ongoing commitment to developing the PTE subsector in alignment with goals to enhance student enrolments and international education export earnings.
Collaboration to strengthen New Zealand’s PTEs
The annual ITENZ Conference served as an avenue for ENZ to highlight its collaborative approach to supporting PTEs. McCrostie emphasised that working closely with international education providers has been instrumental in advancing New Zealand as a leading destination for international students.
ENZ is creating opportunities for PTEs through roadshows, education fairs, webinars and events to advocate them internationally. It is geared towards strategic marketing, building partnerships and ensuring students receive high-quality educational experiences.
Key initiatives to drive international success
During the presentation, McCrostie identified four key points that form the foundation of ENZ’s support for PTEs:
1. Expanding recruitment efforts in key markets
ENZ is intensifying recruitment in priority regions such as India, China, Vietnam, Latin America and the Philippines. This diversification aims to strengthen New Zealand’s international student base and contribute to the government’s target of enrolling 85,000 international students by 2024-2025, up from 69,000. It also aligns with the broader goal of doubling export earnings from international education to $4.4 billion by 2027.
2. Targeted marketing campaigns for visibility and awareness
To boost New Zealand’s presence abroad, ENZ offers PTEs access to tools such as BrandLab for developing promotional materials and AgentLab for connecting with international education agents. These campaigns are designed to attract prospective students and build awareness of New Zealand’s educational offerings.
3. Data-driven insights
ENZ supports PTEs with valuable market insights through IntelliLab, a platform providing data on global trends, enrolment statistics and student preferences. These insights enable PTEs to make informed decisions as they expand internationally.
4. Advancing the student experience
ENZ is committed to creating a positive experience for international students by offering resources like NauMai NZ, a platform designed to guide students through life in New Zealand. Additionally, the annual Student Experience Survey helps providers assess and improve their services based on feedback from enrollees.
Commitment to long-term growth
McCrostie reaffirmed ENZ’s dedication, stating: “We are committed to providing ongoing support for PTE providers through research, resource and capability building. We look forward to continuing our efforts in supporting the growth of this very important part of New Zealand’s international education ecosystem.”
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