Case Study

From Volume To Value

665 x 275 ENZ[3]

New Zealand experienced exponential growth in Indian students going for higher education
between 2012 and 2015. However, in 2016, a review of Indian visa applications revealed
that a majority of visa rejections from Indian students had been declined due to incorrect
documents, and increasing student applications for lower level programmes in the private
training establishments sector rather than the university and/or institute of technology
sector. This meant that a high proportion of low-value and high-risk students were choosing
New Zealand as an educational destination, thus impacting the overall quality of student
intake, perceptions and overall student experience in New Zealand.

Recognising the severity of the situation, Education New Zealand launched an aggressive
integrated communication campaign called ‘From Volume To Value’ to position New
Zealand as a premium education brand with all 8 of its universities featuring in the top 3
percent globally. The campaign focused on educating high-value postgraduates and
undergraduates about generic and specialist courses, and providing better understanding of
the student visa procedures, using digital platforms and local stakeholders.

The robust campaign resulted in New Zealand moving up the preference rank from seventh
to third as an educational destination for Indian students. The ‘From volume to value’
campaign continued to counter any negative press through positive stories and narrative.

Awards won - 3

E4M IPRCCA Awards 2017

  • BRONZE Award in the Education category

PR Week Asia Awards 2017

  • Gold in the South Asia PR Campaign of the Year category

SABRE South Asia Awards 2017

  • Certificate of Excellence in the Public Sector/Government category