With New Zealand’s recent border reopening announcement, Massey University is gearing up to welcome international students back to campus life with a new international student marketing campaign.
Executive Director of Global Engagement Christopher Carey says international students make a vibrant contribution to Massey.
“We are really looking forward to welcoming back our international students to rebuild that vibrancy – the contribution they bring to the university experience for our domestic students, the culture they bring, the difference in opinions and perspectives on academic issues that all our student’s face. International students help provide the diversity that we cherish here at Massey.”
With over 5,000 international students enrolled every year from more than 100 countries, diversification of the Massey’ student body is evident.
With diverse backgrounds, ages, geographical locations, education, ethnicities and cultures, Associate Director Global Engagement Farhana Nalar illustrates the impact international education has on visiting and domestic students at Massey.
“The objective of an international education is for the student to experience another country, a new culture and immerse themselves in their future. They contribute to the diversity, enriching learning experiences for themselves as well as their domestic counterparts.”
The pandemic has had a major impact on the international student market across all universities in New Zealand, with student enrolments dropping significantly within the tertiary sector.
Despite the challenges posed by COVID-19, Massey has maintained its strong international connections.
“Historically we have always been very strong with our international collaborations in research, articulation pathways, and our partnerships with other international stakeholders including our international agent network. These collaborations and connections are a key source of inbound and outbound student mobility and are an intrinsic part of our global engagement strategy,” Ms Nalar says.
Massey University has two offshore learning centres in China – Hebei University of Technology and Hainan University – as well as 333 international partnerships and 64 partnership agreements currently active. For this campaign, there is a current focus on recruiting students from India, China, Vietnam, Hong Kong, Indonesia and Sri Lanka.
International Marketing Manager Heather Crichton says a key goal of the international recruitment strategy is diversification of Massey’s markets.
“We want to focus on these markets so we can attract and retain a diverse population of international students who invest in New Zealand and their Massey educational experience at all levels of study. International education trends point to these markets as key growth markets, and they are very responsive to New Zealand as a study destination and Massey as a key education provider,” she says.
Two campaign taglines, ‘Success comes from hands-on learning” and “Success comes from innovative learning” are customised per market to ensure they are relevant to who we are talking to, Ms. Crichton adds.
“Two creative concepts were presented to prospective international students in China, India, Vietnam and Hong Kong. This research allowed us to refine the messaging to “Success comes from..” , we got a clear indication on the style, colours, tone and imagery to be used. Their input was invaluable and they expressed that the campaign focussed on the students rather than the university, it is about the ultimate goal or value of an overseas education. It’s an open statement that can be completed and substantiated with different aspects.”
With multiple international markets involved, Executive Director of Student Experience Amy Heise says Massey recognises the importance of support for all students throughout their study journey.
“Massey does a range of things to support the wellbeing and safety of all students, this includes the provision of specialist support services such as achievement coaches, academic advisors and learning support. We also provide pre arrival support and an orientation to all students. “
Ms Heise details socialisation opportunities on campus, accentuating the Massey student experience,
“Massey also has a range of clubs and societies to help students meet other students. Students have an option to stay in our on campus accommodation which has a significant programme of activities and events designed to get to know the local area and other residents.”
Massey’s established hybrid-learning approach to education enables new international students to enrol now in order to complete Semester 2 online, before joining domestic students on campus next year.
International offshore students can start their study online from July, while they get their visa processed and enter the country later in the year or in time for Semester 1 2023.
To find out how you can become a successful “work ready” Massey University graduate, visit the study with us as an international student webpage.
