Leverage ENZ’s global digital marketing calendar

Digital Marketing

Leverage ENZ’s global digital marketing calendar

Learn how your institution can benefit from ENZ’s marketing activity.

YOU WILL LEARN

  • How to use the digital marketing calendar to align your recruitment campaigns with ENZ’s destination marketing activities
  • How ENZ engages with students to encourage them to study in New Zealand
  • The three simple steps you could take to leverage our national-level marketing campaigns
Start this project Takes up to 10 minutes
Beginner
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Introduction

The digital marketing calendar gives you advance notice of when ENZ will be promoting New Zealand education in focus markets.

You can use this tool to leverage ENZ’s marketing activities when planning your own recruitment campaigns.  

“If everyone is moving forward together, then success takes care of itself.”

Henry Ford

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Finding the calendar

You can find the digital marketing calendar on IntelliLab.

 You’ll need to register for IntelliLab, if you haven’t already.

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Joining forces

In digital marketing, it’s critically important to have clear targets.

By targeting the same audiences with the same message, we amplify our voices and tell a stronger, more consistent story about New Zealand education.

The industry has been asking for ways we can work more closely together, so this calendar is another tool to increase our alignment.

We recommend that individual regions or institutions plan their promotional activities around the key moments when ENZ is running campaigns, to amplify the overall message.  

We focus on raising awareness of New Zealand as a quality study destination, enabling our partners to focus on their specific region or institution’s value proposition.  

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A new tool for international marketing teams

ENZ Digital Calendar

The calendar shows key dates for our digital campaigns and fair campaigns in each market.

Digital campaigns are shown in red on the calendar, and fairs campaigns are shown in gold.

The calendar gives approximate dates for our two strategic campaign seasons each year: from March to May, and from August to October.

These timings are based on data insights from:

  • Student behaviour during visa applications

  • Decision-making times for each market

For each market, the calendar outlines a market objective, target audience and promotional focus, broken down by sector.

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Using the calendar

You can use the calendar to coordinate your own marketing activity with ENZ’s digital campaigns and fair campaigns.

If your institution is planning a recruitment campaign in Colombia, for example, you could check the calendar to see when ENZ was planning marketing activity in Colombia, and what regions it was focusing on.

Aligning the timing of your recruitment campaigns with our marketing activities enables you to leverage the increased global awareness of New Zealand as a study destination. You can then focus your time and budget on promoting your region or institution.

To stay informed about the ENZ’s campaign messaging and access campaign assets, you can:

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Ways we engage

We’re working for you by engaging with students and giving them all the help they need to make the decision to study in New Zealand.

The digital campaigns and fair campaigns outlined in our calendar are part of an integrated digital marketing ecosystem made up of lead generation, community engagement and the development of creative assets.

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1. Generating leads

Our digital campaigns and fair campaigns generate student leads that we nurture by telling them the New Zealand education story. We nurture these leads through our digital ecosystem funnel and through to institutions.

We also nurture leads through our Study in New Zealand (SiNZ) website,  which generates significant organic traffic from around the world.

My StudyNZ, an online members’ centre on studyinnewzealand.govt.nz, enables students to find the courses and institutions that best suit them. This database marketing tool refers highly qualified leads through to institutions.

In the first four months after My StudyNZ went live, one in six enquiries to institutions converted to successful visa outcomes – a clear demonstration of the quality of these enquiries.

We will continue to optimise students’ enquiries to increase the visa conversion rate for our partner institutions.

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2. Community engagement

Our social media channels – Facebook, Instagram, Twitter and Weibo – have a large, highly engaged student following.

ENZ’s Marketing Platforms and Campaigns team works with this audience throughout the year to convert them through the ENZ ecosystem.

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3. Creative assets

ENZ’s Brand Lab is a one-stop shop for tools and resources promoting studying in New Zealand.

It includes market-specific and generic imagery, and our Future Proof assets.

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Three next steps

These three simple steps will help you make the most of our marketing activities.

Step 1. Check out the digital marketing calendar on IntelliLab. You’ll find it easy to understand and use.

Step 2. Go into the Brand Lab to take a look at the assets we’ve developed for you to use in your marketing. There are lots to choose from.

Step 3. Update your institution’s profile and course details on SiNZ, if you haven’t already done so.

Both My StudyNZ and SiNZ’s search tools draw their data from the information about your institution on the SiNZ admin platform, so it’s important to keep it up to date.

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Summary

  • The calendar shows key dates for our digital campaigns and fair campaigns in key markets

  • Aligning your recruitment campaigns with ENZ’s marketing activities enables you to focus your time and budget on promoting your region or institution, rather than on raising awareness of New Zealand as a quality study destination

  • The calendar is part of an integrated marketing ecosystem of lead generation, community engagement and creative asset development

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All Done!

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