4. Video 1 – perceptions of NZ Video 2 – parents
VIDEOs
Video 1 – perceptions of NZ
Video 2 – parents
TMany Chinese parents still see the United States as the “gold standard”. Schools and institutions in the United States have aggressively increased marketing activity; become more cost effective and are benefiting from a historically weak US dollar.
While New Zealand’s image is generally positive, it appears to be quite one-dimensional. Imagery of New Zealand is aligned with Tourism New Zealand’s advertising of mountains lakes and landscapes. There is virtually no general understanding that New Zealand has vibrant cities, a vital, innovative and creative culture and a world class education system.
Research with education agents in China showed that unless Chinese parents present with their minds made up to send their child to New Zealand, they would recommend options that were more for themselves.
hese were taken 12 months ago. We have a big job ahead to change peoples perceptions and Chinas a bg country so we need to be smart and targeted.

5. Those that know us tend to buy us… we need more people to know about us. A lot of what we are doing in ENZ is to increase awareness of New Zealand as a quality Education destination… we have made significant improvements in 12 months.

6. Lots of opportunities here for Independent schools

11. Talking point – interesting that Agents aren’t in there top 6 sources but it’s a long decision making period, need to get all your ducks in a row from a marketing point of view.

16. To support the documentary series ENZ developed a Chinese web site www
To support the documentary series ENZ developed a Chinese web site which was live for three months (September to November). This site provided information on studying in New Zealand in simplified Chinese. The website received 243,688 unique visitors and 11,509 clicks through to find their closest New Zealand Specialist Agent .
To raise awareness we developed and tested a social media strategy and ran it across several large websites in China. As a result WEIBO in-particular performed incredibly well. Our strongest posts included those with visual content, which are more likely to be shared.
The results are as follows.
Posts:
Accumulative viewing ,000,000+
Total retweet (shares) 33,000+
Total comments (via posts and retweets) 10,000

24. Talking points:
It’s important to remember that students may simply be gathering information via other sources but we’re seeing strong interest in Beijing, Shanghai, Guangzhou, Chongqing

25. Talking points:
When thinking about how to ensure your High School’s website is ranking well (SEO) it’s important to use similar words i.e. ‘rankings’, ‘tuition fees’, ‘New Zealand high schools’.

26. NEED TO ENSURE YOU COVER THIS INFORMAITON ON YOUR SITES

30. SEO organic search results — getting to the top of the list.
SEM choosing the right keywords to invest advertising dollars in when we want to appear in the paid search results on major search engines.