This year’s Grand Prix winner My StudyNZ was described by judges as an exemplar of contemporary marketing thinking and execution. It tackles head on a significant global marketing challenge and establishes a platform that will future proof New Zealand's place as a high value tertiary education services provider.
International education is New Zealand’s fourth largest export industry, and it's now under threat, facing accelerating competition from other destinations. The Crown Enterprise responsible for marketing our international education industry to the world is Education New Zealand (ENZ).
To protect and grow New Zealand's modest 3% global market share, ENZ shifted its strategic marketing focus, from volume to value. A successful global campaign to attract higher-quality students was launched. With a tiny budget in global terms, ENZ needed to dramatically boost conversion.
ENZ built an entire database marketing ecosystem, from scratch, in just two years. They connected a vast array of information on hundreds of thousands of potential students, sixty thousand individual study options, student visa applications, education expo registrations, course enquiries, digital/social/web activity, email communications and more.
ENZ promoted the My StudyNZ website as the free, trusted way for international students to match themselves to the right course and institution, then streamline and track their applications. Using smart models, algorithms and marketing automation to power a personalised digital experience, they helped prospective students quickly decide on a study option in New Zealand, before looking elsewhere.
The judges could see that My StudyNZ incorporated well considered marketing automation processes and systems where the understanding that it's all about the data and data strategy was clear from the outset.
The campaign delivered nearly $29 million in student value at a cost of just $1.5 million. A nineteen-fold ROI. This sophisticated, integrated, data-driven approach to international education is putting New Zealand at the top of the game. It’s clear My StudyNZ will deliver long term financial value to the country, making it a deserved winner of this year’s Grand Prix Award.