Development of the post-COVID destination specific sector marketing plan for Auckland Schools.
Ms Rachel Fenton1, Mrs Lynda Lidgard
1Auckland Grammar School, , New Zealand, 2Rangitoto College, , New Zealand
New Zealand has built a strong international education brand over 25+ years, and in particular the New Zealand high school experience is heralded as one of the best worldwide. With the closure of the NZ border, the school sector has been severely impacted and yet, Auckland Schools have never been more committed to working collaboratively in sustaining the brand awareness of Auckland city as a study destination for high school students.
In preference to taking a “wait and see” approach, the Auckland Schools Marketing Group was formed in February 2021 to unify practitioner expertise and knowledge within our region, in readiness for the recovery ahead. Within 2 months of initiating the concept of Auckland Schools for Auckland, comprehensive research with stakeholders had been completed by 17 school international directors. Key findings provide the foundation for the development of a sector-destination specific marketing plan, the facilitation of networking and sharing practice, and ultimately creating an outlet for innovative thinking and fresh ideas.
Hear how the initiation of this unified sector-city approach has been an encouraging development for the Auckland school sector, as we adapt ongoing support for current international students and work together for a stronger proposition in recovery.
Biography:
Rachel Fenton is the Director of International at Auckland Grammar School. Rachel has worked in the international education industry for over 15 years and held various management roles in the tertiary sector. She is presently serving on the ISANA NZ Governance Committee.
Lynda has been the Director of International Students at Rangitoto College since 2014 and has worked in the international department within the College since 2004. Lynda is a member of the Auckland Futures Group and enjoys providing support to other colleagues in the industry. The highlight of her job is meeting the amazing you people who come to study in New Zealand, especially those who have made the commitment to continue with their academic progress at the cost of seeing their families in their home countries. Lynda enjoys promoting our country overseas and working with her valued colleagues.