Using ENZ's personas

Customers

Using ENZ's personas

Understanding the four key personas that tell us why students want to live and study in New Zealand, will help focus and align your marketing.

YOU WILL LEARN

  • What personas are and why they’re important
  • The four different personas
  • How you can leverage the personas in what you offer and how you market
Start this project Takes up to 1 hour
Beginner
+

Introduction

Through extensive research and one-on-one interviews with students and parents, Education New Zealand (ENZ) has developed four personas that describe the key attributes and motivating factors for students wanting to study here. Aligning your offering, your service and your marketing to these personas will help improve the experience of students wanting to live and study in New Zealand.

Ask a question, leave an answer or add a tip

You cannot post comments until you have logged in. Login Here.

No one has commented on this page yet.

+

What are personas?

Personas are fictional characters created to represent the different types of people that might use a service or product in a similar way. With a base in extensive research, they group together common sets of traits, motivations, attributes and values that allow you to connect with an audience at a personal and emotional level that resonates with them. 

Ask a question, leave an answer or add a tip

You cannot post comments until you have logged in. Login Here.

No one has commented on this page yet.

+

What can they be used for?

Personas add a layer of real-world consideration to your conversations. They also offer a quick and inexpensive way to test and prioritise the offering you design (which might be new student services, programmes etc), and the messages and marketing you deliver. By using personas, you can really get the conversation going at a personal level and use insights into what people in the real world are looking for when it comes to studying abroad.

Ask a question, leave an answer or add a tip

You cannot post comments until you have logged in. Login Here.

No one has commented on this page yet.

+

How were these personas developed?

ENZ undertook extensive research with both students and parents across a number of our key countries to find out what motivated them to seek international study. The research included lots of face-to-face interviews to gain these insights. Trends started to appear and the insights could then be grouped. At the end of the process, four ‘types’ of students and parents who choose New Zealand emerged.

The value of the research ENZ has undertaken is that it’s specific to New Zealand and to the type of international students that we attract.

Ask a question, leave an answer or add a tip

You cannot post comments until you have logged in. Login Here.

No one has commented on this page yet.

+

The four personas

  • The Adventurer
  • The Contributor
  • The Future Maker
  • The Searcher

 

Ask a question, leave an answer or add a tip

You cannot post comments until you have logged in. Login Here.

No one has commented on this page yet.

+

The Adventurer

The Adventurer

"What is important are the activities and how can I see most of the country from one location."

The Adventurer is looking to use education as a way to experience New Zealand.

Keywords: Adventure, Explore, Different, Individual, Confident.

Attributes:
The Adventurer is outgoing, optimistic and open to trying new things. They love to meet new people and have a very supportive network. The Adventurer loves to travel and explore the world. They look forward to sharing stories and adventures with friends and family on their return.

Motivation to Study:
The Adventurer is focused on career and long-term success but is also keen to take a break to gain new perspectives and become more rounded as a person. Travel through study seems to be an easy way to achieve this. The Adventurer is seeking an exotic study experience to compliment their otherwise academic focus.

New Zealand ticks a lot of boxes – it is an English speaking country, with Māori indigenous culture and the landscape as seen on Lord of the Rings, is beautiful.

What’s important:

  • I’m passionate about Tourism and Education
  • I’m looking to maximise the number of things I can see and do while I’m here
  • I’ve chosen New Zealand because it seems interesting and different – it’s my choice
  • The natural environment is an important aspect for me
  • I’m here for a short time, not a long time

 

I’m looking for education that is:
Well respected, different, enjoyable, collaborative, short term.

The Adventurer 2

Ask a question, leave an answer or add a tip

You cannot post comments until you have logged in. Login Here.

No one has commented on this page yet.

+

The Contributor

The Contributor

“I want to develop my expertise and take it back home to my country.”

The Contributor is looking to make a difference in the world and use knowledge for change and good.

Keywords: Altruistic, Change, Responsible, Purpose, Community.

Attributes:
The Contributor is caring, sensitive, and socially minded. They are focused on helping others and making a difference. New Zealand is a country that specialises in their area of expertise and resonates with their values and lifestyle. They have a warm relationship with their parents and appreciate their ongoing support.

Motivation to Study:
The Contributor is seeking to study and learn in New Zealand in order to acquire the right skills and new perspectives. Likely to return home, they want to make a positive and lasting contribution to their society. The Contributor will do this by applying their new knowledge to work and openly sharing their New Zealand experience with others who might be considering studying abroad. A good job with increased earning potential will mean financial independence, and not burden their family.

What’s important:

  • I want to make a difference in the world
  • I believe in using knowledge for change and good
  • I’m on a mission, I know what’s important to me and to my community
  • My focus is more about others and less about myself
  • I want to leave a legacy, a lasting contribution

I’m looking for education that is:
Collaborative, purposeful, world leading, globally relevant, human centred.

The Contributor 2

 

Ask a question, leave an answer or add a tip

You cannot post comments until you have logged in. Login Here.

No one has commented on this page yet.

+

The Future Maker

The Future Maker

“A qualification in English will give me the edge, step me in the right direction for a better job.”

The Future maker is looking to improve their life, their prospects and earn a good living.

Keywords: Focused, Aspirational, Confident, Globally Minded, Committed.

Attributes:
The Future Maker is very focused on outcomes. They are academically capable and diligent but not always top of their class. They are hardworking and open to being challenged or pushed outside their comfort zone. The Future Maker appreciates the supportive and innovative style of New Zealand education.

Motivation to Study:
Studying abroad is a deliberate career step that has been strategically planned. The parents of the Future Maker are conscious of the world beyond their country through travel or business. They are convinced that an international qualification, accompanied by English-speaking skills and industry networks, are what is needed to gain advantage in a competitive and connected world. The experience away from home will also develop critical life skills like independence and time organisation.

What’s important:

  • Studying overseas is part of an intentional plan
  • My career is my focus and my future earning potential
  • I am excited about this opportunity
  • My parents are important to me and I’ll work through my decisions with their guidance
  • I hope to work with world class lecturers and teachers

I’m looking for education that is:
Innovative, hands on, world class, globally recognised, critical thinking.

The Future Maker 2

Ask a question, leave an answer or add a tip

You cannot post comments until you have logged in. Login Here.

No one has commented on this page yet.

+

The Searcher

The Searcher

“I feel like I can be myself here.”

The Searcher is looking for a place that allows them to be the person they want to be.

Keywords: Escape, Determination, Values, Resilient, Acceptance.

Attributes:
The Searcher is independent and actively seeking change. They are looking for a place they can be accepted or ‘fit in’. Parents of the Searcher trust that their child will find personal success by following an unconventional path. The move to New Zealand will be considered long term if everything works out.

Motivation to Study:
The Searcher is likely to be pursuing an international qualification in their area of passion to pro-actively escape their existing context. The Searcher is attracted to New Zealand because of its international reputation for social justice, equality and values – it appears to better fit, or at least be accepting of, their unique perspective of the world. Parents and friends hold little influence over where and what the Searcher studies and the motivations to do so are not fully understood. Few, if any, connections to New Zealand make this an appealing study destination.

What’s important:

  • I’m coming to New Zealand to actively seek a change
  • I’m studying something I’m passionate about
  • I’m likely going to work while I’m here to fund my studies
  • I am interested in learning more about New Zealand society
  • New Zealand is a place that I fit in

I’m looking for education that is:
Focused on me, creative, free from convention, engaging.

The Searcher 2

Ask a question, leave an answer or add a tip

You cannot post comments until you have logged in. Login Here.

No one has commented on this page yet.

+

Sliders

As we know, not everyone is exactly the same or fits neatly into a specific box. Some may also start out with a set of outcomes they are seeking, and then change along the way as their experiences affect them - these are called sliders.

However, these personas provide an excellent base for understanding people’s driving values and open the door to making a connection with them.

Once you’re aware of the personas, you will no doubt start to spot them in your own dealings with students and parents.

Ask a question, leave an answer or add a tip

You cannot post comments until you have logged in. Login Here.

No one has commented on this page yet.

+

A note on splits across sectors, geography, and gender

The four personas have a reasonably even split across sector types, geographic areas and genders.

Ask a question, leave an answer or add a tip

You cannot post comments until you have logged in. Login Here.

No one has commented on this page yet.

1

Your turn!

Complete this quick exercise to identify the types of personas you currently attract. Is there a dominant one? Why? And what’s your opportunity for growth?

1. UNDERSTANDING YOUR STRENGTHS

Thinking about your institution currently, what percentage of these personas do you attract?

_____ % The Searcher
_____ % The Contributor
_____ % The Future Maker
_____ % The Adventurer 

A) Which is your top persona?
B) Why do you think you attract this persona?
C) What is working well when it comes to providing a good experience for this persona?
D) What Persona is underperforming or could be an area for growth for your organisation?

2. UNDERSTANDING PERSONAS

Looking at the persona you identified for 1D above, what is important to them?

  • What are they most attracted to?
  • What type of experience are they looking for?

3. Understanding the opportunities 

What changes could you make to your organisation to better appeal to this persona?

Attraction

  • Marketing activity
  • Messaging
  • Visuals
  • Added benefits

Experience

  • Learning style
  • Programmes
  • Environment
  • Support

Ask a question, leave an answer or add a tip

You cannot post comments until you have logged in. Login Here.

AO
Ayako OmoriQuestion

can this part be interactive and self-calculating on the web?

1

Using the personas to design new products and services

These personas can be used to help design your offering and enhance your marketing material to attract students who want to study with you.

Whenever you’re reviewing or developing your marketing material or services, these questions can be used to help keep you focused.

  1. What is it that you are designing or reviewing? For example, your website, your arrival process, your courses or programmes, your support services, your marketing material
  2. What persona are you designing for?
  3. What is important to them?
  4. What can you do to meet these needs?
  5. How will you know when you’ve been successful? For example, Google analytics, people asking questions through your website, direct feedback from students and parents

Ask a question, leave an answer or add a tip

You cannot post comments until you have logged in. Login Here.

SW
Susanne WhaleQuestion

The 4 personas clarify our clientele to me and therefore impact on marketing strategy for new markets. Great help.

All Done!

Was this project helpful?

Additional external resources