Education New Zealand (ENZ) is responsible for marketing New Zealand's international education industry to the world.
Over the past two years ENZ has completely transformed its approach to marketing through the use of data and direct marketing principles.
Prior to that, ENZ could be best described as a “promotions” agency. There was lots of activity, events, promotions, brochures and advertising, run by lots of hard-working, passionate people. But there was no clear line of sight around what worked and what didn’t.
Meanwhile the global student audience was changing rapidly. In all of ENZ’s markets, students and their parents lived on their smartphones and Facebook was growing rapidly. Many students had only ever known digital channels for decision-making. Websites, search, social and personal referrals were their preferred information sources.
Yet our education industry was stuck in a paradigm of face-to-face events and short-term promotions.
There were more challenges. ENZ was not collecting any data from the 1m+ unique visitors annually to their destination website. Budgets weren’t growing. The competitive environment was heating up and much of NZ’s past success had been exposed as just natural increase in global volumes and students seeking immigration pathways. What’s more, prospects were overwhelmed with too many options and a poor user experience. Conversion was a problem.
ENZ had to evolve, and fast! They had to move from attracting high volume to high value students, get more involved in conversion and they needed to start building a decent database to capture leads, enable personalised outbound DM comms and deliver performance insights to optimise activity.
The scale, speed and sophistication of their transition to a modern direct marketing approach has been simply astounding. It took bravery and commitment in the face of doubters. The direct marketers at ENZ have that in spades.