MARKETING STRATEGY FOR NEW ZEALAND EDUCATION

1

CONTENTS

SUMMARY OF PLAN HIGHLIGHTS AND SPECIFIC OBJECTIONS ........................... 2

PLAN HIGHLIGHTS ....................................................................................................... 2

OBJECTIONS .................................................................................................................. 2

ANALYSING NEW ZEALAND EDUCATION’S S.W.O.T ................................................. 3

STRENGHTS ................................................................................................................... 3

WEAKNESSES ................................................................................................................ 3

OPPORTUNITIES ........................................................................................................... 3

THREATS ........................................................................................................................ 3

DETAILS OF TARGET AUDIENCE .................................................................................. 4

5Ps MARKETING PLAN FOR EDUCATION IN NEW ZEALAND .................................. 5

PRODUCT ........................................................................................................................ 5

PLACE ............................................................................................................................. 6

PROMOTION .................................................................................................................. 7

PEOPLE ......................................................................................................................... 10

PRICE ............................................................................................................................ 10

DETAIL ACTIVITIES FOR TWELVE MONTHS CALENDAR OF ACTIVITIES ........ 11

MARKETING ACTIVITIES FOR THREE YEARS PLAN .............................................. 15

CONCLUSION .................................................................................................................. 16

2

SUMMARY OF PLAN HIGHLIGHTS AND SPECIFIC

OBJECTIONS

PLAN HIGHLIGHTS

- Analyzing the S.W.O.T of New Zealand’s education.

- Differentiation of studying in New Zealand in compare with other countries.

- Introducing the “Studying in New Zealand Forum for Vietnamese”.

- Detail marketing plan to promote New Zealand as an education destination for

Vietnamese students.

OBJECTIONS

- Short-term objections:

Basically finish creating an attractive information forum with an easy using

interface.

Build a forum for Vietnamese with full information of 8 universities and 25 of

50 largest high schools in New Zealand.

Get more than 5000 user accounts.

Attract more than 450 Vietnamese students attending New Zealand’s education

sectors for the first year of the project.

- Long-term objections:

Build a forum for Vietnamese with full information of 8 universities and 50

largest high schools in New Zealand.

Get more than 6000 user accounts each year.

Attract more than 1500 Vietnamese students enroll for New Zealand’s

education each year.

Promote New Zealand as an education destination for Vietnamese students.

3

ANALYSING NEW ZEALAND EDUCATION’S S.W.O.T

STRENGHTS

- Actively engaged in international recruitment.

- Known as a safe place for studying.

- Attractive environment.

- Modern facilities.

- High quality education framework.

- High quality pastoral/ homestay environment.

- Multi cultural learning environment.

- Low tuition fee in comparison to key competitors (UK, US, Australia, Canada).

WEAKNESSES

- Not much information about the quality of education system in New Zealand.

- Not much information about the real cost of living in New Zealand.

- Unclear information of the opportunities for working during/ after studying in

New Zealand.

- Lack of marketing strategies which include comprehensive plan focusing on key

influencers including agents and parents.

OPPORTUNITIES

- Mobile students are increasing in great amount these years.

- There are many favorable immigration policies in New Zealand.

- New Zealand allows students to attend schools in both private and public sector.

- Legal guardians are allowed to apply for a temporary Visa or permitted to live

with and care for the students.

THREATS

- Job opportunities factor is low rated in comparison to the other factors such as:

cost for education, safe, reputation of education, Visa and social network; as a

reason for choosing a destination for education.

- Much competition from other countries.

- There is an increasing strength in the New Zealand dollar compares to some

competitors which makes the strength of having low cost for education less

attractive.1

1 Comparative Analysis of NZ and Our Main Competitor Countries Research by New Zealand Education in July 2011

4

DETAILS OF TARGET AUDIENCE

- Target audience of the “Studying in New Zealand Forum for Vietnamese” in the

first year include:

High school students and university students in three largest cities in Vietnam

(Ho Chi Minh City, Hanoi City and Da Nang City).

Partner study aboard agents in Vietnam.

Partner universities and high schools in three main cities.

Parents of Vietnamese students who wish to send their children abroad for an

international education outside of the country.

- “The country’s youthful population – 45% are 25 years of age or younger – is

therefore highly motivated and increasingly able to pursue studies abroad. As Dr.

Ashwill (A market specialist and international educator) has noted, over 90% of

outbound students are self-funded and total spending on overseas education

amounted to roughly 1% of GDP in 2013”2. Therefore, high school students and

universities students in Vietnam can be seen as a promisingly large market for

studying abroad.

- As the education in Vietnam is not matching with employers’ requirements and

requires students to study in a passive way, the demand for a more active and

realistic education of Vietnamese students and their parents (who play the main

role of financial supporter) has increased in the last decade.3

- For those reasons, in the first year of the forum project, it is reasonable to choose

Vietnamese youth under 25 years of age as the main market for New Zealand

education.

2 http://monitor.icef.com/2014/11/number-vietnamese-students-abroad-15-2013/

3 http://monitor.icef.com/2014/04/spotlight-on-vietnam-quality-issues-demand-for-study-abroad-and-graduate-

employability/

5

5Ps MARKETING PLAN FOR EDUCATION IN

NEW ZEALAND

PRODUCT

- Vietnamese student’s forum full list of universities and high schools in New

Zealand includes clear information, websites, contacts, etc.

- Basic introduction of universities and high schools.

- Each universities and high schools will have small sectors for sharing/ asking

about:

Real experience from Vietnamese students who studied/ are studying in New

Zealand.

Scholarships for Vietnamese students, how to apply and what standards are

needed for apply a specific scholarship.

How to handle with the paper work before going to New Zealand.

How to enroll in specific university or high school.

What kinds of accommodation are suitable for Vietnamese students and real

cost for staying in New Zealand.

Sharing about the majors and subjects (which helps students in Vietnam have a

close look about New Zealand’s education and choose the right university/ high

school).

Students’ life in each university/ high school.

Working during/ after studying.

Information about university’s seminars for international student recruitment in

Vietnam.

Clear information about job opportunities for students and immigration policies.

Other necessary information.

- Information about reliable study abroad agents in Vietnam which are the partners

of New Zealand universities.

- The information must be up-to-dated and closely examed by the admins of the

forum.

- Good searching tool for students to easily look for a suitable place to study.

- Good comparing tool for students to compare among universities or high schools.

6

PLACE

- Three main cities: Ho Chi Minh City, Ha Noi City and Da Nang City.

- Those are the three largest cities which gather a huge amount of students in

Vietnam.

- With the aim of giving full information about studying in New Zealand, using

study abroad agents working in Vietnam is the most suitable way. Besides, an

official office of New Zealand government in Vietnam should be opened to deal

directly with the work with study aboard agents, universities and high schools in

Vietnam.

- In addition to having good relationships with study abroad agents, having good

relationships with Vietnam universities and high schools in those three cities is

also a wise way to have more Vietnamese students’ information.

7

PROMOTION

- Advertising:

Direct advertising for the forum through the study abroad seminars.

Advertising through students’ emails with the help of partner universities in

Vietnam (Vietnam National Universities are the best choice for the beginning of

the project)

Advertising through reliable magazine for youth in Vietnam such as: Muc Tim,

Hoa Hoc Tro, Sinh Vien Viet Nam, 2!,…

Direct advertising by posting poster, flyer, and other printed ads in partner

universities or partner high schools in Vietnam.

Online marketing through social network:

→ Facebook: Spread information about New Zealand during contests’

and seminars’ periods

→ Twitter: tweeting about the lifestyle of Vietnamese students in New

Zealand

→ Instagram: hashtag

8

- Sales promotion:

More variety kinds of scholarship (from

scholarships for good students to short-term

scholarship for young leader, or

scholarships for active students in

Vietnam…)

Creating more contests which the prizes are short-term courses in New Zealand.

This is a good way to spread

the information about

studying in New Zealand in

three ways. First, students

have the chance to try out

New Zealand’s education.

Second, we will have good

feedback from students after

coming back from the

course. Third, information

about studying abroad in New Zealand can be spread along with the information

of the contests.

More contests which the prizes are full courses in New Zealand. The students

who finish those courses can become partners of the “Study in New Zealand for

Vietnamese forum” during the courses time and become the ambassadors for

New Zealand’s education after they come back to Vietnam.

Having more seminars of studying

abroad in New Zealand. As the

percentage of New Zealand

universities’ seminars for studying

abroad in Vietnam is quite low;

the amount of seminars should be

increased and happen more often.

Students in Vietnam are attracted

more about the seminars if there

are the presents of Vietnamese

former students in New Zealand.

9

- Public relation:

Giving more scholarships for Vietnamese government.

Provide students with variety kinds of job opportunity and favorable

immigration policies for students’ family, which play an important role in the

making of country for education decision.

Sponsorship for contests in high schools and universities in Vietnam in some

major such as: Business, Art, Technology, Language, Architecture, etc.

Prizes for the contests must concern to New Zealand education and have the

effect of spreading the image of New Zealand as a destination for education.

Create international students recruitment as an education fair annually in high

schools, universities or a big one in each big three cities in Vietnam.

Create cultural exchange programs in partner universities and high schools

campus to tighten up relationships and create chances for Vietnamese students

know more about New Zealand students.

10

PEOPLE

- Staff training is an important part of

the project.

- Staffs for building the forum will be

trained about how to make to website

attractive and easy to use.

- Staffs for managing the forum will be

trained about running the forum, checking the

information, erasing the old information and

unnecessary one, update the new one, etc.

- Staffs for answering and sharing information have to be wide knowledge people

who can answer and share information to Vietnamese students in the right way. In

addition, Vietnamese staffs should be good at sales which help New Zealand to

sale education as a product.

PRICE

- In comparison to US and UK (ranging from 11.000 USD to 40.000 USD per year),

the average tuition fee in New Zealand (ranging from 14.000 USD to 25.000

USD) is lower and compares to

Singapore and Australia

(ranging from 10.000 USD to

20.000 USD) the average fee n

New Zealand is higher4. This

pricing strategy is based on

competitors’ price and this price

is a suitable one.

- Due to the increasing strength in

NZ $, there is a weak point of

New Zealand education compares to other key competitors. Therefore, increasing

scholarships can be the good choice for New Zealand education to attract

international students from Vietnam.

4 http://www.hotcoursesabroad.com/infographics/cost-of-education.html

11

DETAIL ACTIVITIES FOR TWELVE MONTHS

CALENDAR OF ACTIVITIES

TIME

LINE ACTIVITIES BUDGET

1 Jan 1

st –

Feb 15th

- Recruitment and training staffs:

IT staffs for creating the forum.

Research staffs for searching information

about universities and high schools in New

Zealand.

Admins for managing the forum.

Marketers.

International relation staffs.

Staffs in Vietnam for running the project

with international relation staffs from New

Zealand during April to December.

- Search for an office in Vietnam (HCM City

office is preferred because the people here are

more active than the other 2 cities)

- 30.500 $ (For

recruitment and training)

2 Feb 16

th

– Mar

31st

- Build up the forum as the descriptions in the

“Product” sector. - 16.210 $

5

3 Apr1

st –

Apr 30th

- Research for the basic information of

universities and high schools:

8 universities and 25 of 50 largest high

schools in New Zealand.

Description of universities/ schools.

Facilities.

Majors available.

Basic tuition fee.

- Open office in Vietnam:

Staffs in Vietnam start working (prefer

Vietnamese who had studied in New

Zealand)

Renting fee.

Research about study abroad agents,

universities and high schools in Vietnam.

Prepare paper work.

- 10.536 $ 6 (for 3

researchers)

- 6.800 $ (for 2 IT staffs)

- 650 $ (for renting the

office in Vietnam)

- 3.200 $ (for 4

Vietnamese staffs)

5 http://www.executionists.com/blog/cost-to-build-websites-2014/

6 http://www.stats.govt.nz/browse_for_stats/income-and-work/Income/NZIncomeSurvey_HOTPJun14qtr.aspx

12

4 May 1

st –

Jun 15th

- Fill the forum with the topics mentioned in

“Product” sector:

Creating mentioned topics.

Posting photos and activities of Vietnamese

students in New Zealand.

- Fix cost for running the

forum: 29.801 $


office in Vietnam)

- 3.200 $ (for 4

Vietnamese staffs)

5 Jun 16

th

– Jul 31st

- Finish building the forum.

- Test the quality of the forum by the staffs.

- Test the quality of the forum by students from

one of Partner University.

- Get the feedbacks of the forum from partner

- Fix the mistakes.


forum: 29.801 $

- 3.200 $ (for 4

Vietnamese staffs)


office in Vietnam)

6 Aug 1

st –

Sep 30th

- Contact with study abroad agents in Vietnam

for the project:

Provide detail information.

Work together on preparing for study abroad

seminars.

Prepare for suitable kinds of scholarship for


Prepare for seminars with 4 to 5 stars hotel

as the seminars’ venue in Vietnam for the

best result.

Prepare seminars with the present of former/

current Vietnamese students in New

Zealand.

Create cheap short-term courses for


- Contact/ make relationship with VNU

universities and high schools for the gifted in

3 target cities:

Conduct partnership signing with

universities and high schools in Vietnam.

Provide information about New Zealand

education.

Create cultural exchange programs between

Vietnamese students and New Zealand

students.

Preparing seminars with the present of

former/ current Vietnamese students in New

Zealand.

Sponsor contests concern about New


forum: 29.801 $

- 3.200 $ (for 4

Vietnamese staffs)


office in Vietnam)

- 20.000 $ (for

advertising on

magazines)

- 50.000 $ (for working

with study abroad

agents)

- 50.000 $ (for working

with universities and

high schools)

13

Zealand education or academic contests.

Introducing New Zealand as a destination

for education during the contests.

- Contact with multimedia media companies in

Vietnam

Magazines mentioned in “Advertising”

sector

7 Oct 1

st –

Oct 31st

- Run the seminars with study abroad agents.

Venue: 4 to 5 stars hotel.

Part-time staffs during the seminars.

Printing and decoration fee.

Using Event Company for better result

(optional).

Attract more than 500 students.

- Run the seminars for New Zealand high

schools inside Vietnamese high schools’

campuses as an education fair.

Part-time staffs during the fairs.


Using event company for better result

(optional)

Fee for paper work with high schools.

High schools for the gifted and international

high schools are preferred.

Attract more than 3600 high schools

students.

- Run the seminars for New Zealand

universities inside Vietnamese high schools’

and universities’ campuses as an education

fair.

Part-time staffs during the fairs.


Using event company for better result

(optional)

Fee for paper work with universities.

Vietnam National Universities and

international universities are preferred.

Attract more than 3600 high schools

students.

- Finish the contests.

- Award scholarships for the winners.

- Award government scholarships.


forum: 29.801 $

- 3.200 $ (for 4

Vietnamese staffs)


office in Vietnam)

- 50.000 $ (for seminars

with study abroad

agents)

- 30.000 $ (for education

fair in 3 universities)

- 30.000 $ (for education

fair in 3 high schools)

14

8

Novemb

er 1st

–

Decembe

r 31st

- Start the winners’ short-term courses.

- Attract more than 150 students for low cost

short-term courses.

- Attract more than 300 students for full

courses.

- Check the result of 12 months calendar

activities.


forum: 29.801 $

- 3.200 $ (for 4

Vietnamese staffs)


office in Vietnam)

- 17.500 x 4 for the

winners’ short term

courses.

- Earn:

150 x 17.500 =

2.625.000 $

(short-term courses)

300 x 18.000 =

5.400.000 $

(full courses)

9 TOTAL

Cost = 536.151 $

Gain = 8.025.000 $

ROI = 13.9678

15

MARKETING ACTIVITIES FOR THREE YEARS PLAN

YEAR ACTIVITIES

1 First

year

- Complete the forum with full information and variety topics.

- Complete the staff structure for the first year of the project.

- Run at least 1 seminar for each New Zealand university.

- Run at least 5 seminars for New Zealand high schools.

- Sponsor at least 2 contests and award short-term courses for winners.

- Attract more than 150 students for low cost short-term courses.

- Attract more than 300 students for full courses.

2 Second

year

- Adjust staff structure

Reduce the number of IT staffs.

Recruit more Vietnamese students in New Zealand for advisor

positions in the forum.

Recruit more international relation staffs and marketing staffs.

- Increase and update the topics in the forum.

- Run at least 2 seminars for each New Zealand university.


- Sponsor at least 2 city rated contest to award short-term courses and

1 national academic contest to award full study courses in New

Zealand.



3 Third

year

- Adjust staff structure and expand in size.

- Complete the information of 8 universities and 50 largest high

schools in New Zealand.

- Run at least 3 seminars for each New Zealand university.


- Sponsor at least 2 city rated contest to award short-term courses and

1 national academic contest to award full study courses in New

Zealand.



16

CONCLUSION

In conclusion, Vietnam is a promising market for international education especially high

school and undergraduate education. As the youth in Vietnam and their parents are

looking for better education outside the country with reasonable tuition fee and cost of

living, New Zealand nowadays takes a large percentage of consideration of Vietnamese

students as a destination of education.

Besides weaknesses and threats to New Zealand education for Vietnamese, we can

clearly see the opportunities and strength of New Zealand education. With the right

marketing strategies and good choice of people for the marketing project, there are

always great chances for New Zealand to expand and develop in this market, provide

Vietnamese students with a useful education forum and better education.

Documents

MARKETING STRATEGY FOR NEW ZEALAND EDUCATION