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Avoid mini-word clusters (lots of very small words in close proximity - eg: The firms they compete with, supply, or buy from may not be just in New Zealand - but overseas as well).
Avoid jargon
Think how Google Translate may deal with the text (eg, 'Foundation studies' - is that about building?)
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- International brags - eg: global rankings (by area of study rather than whole university, as they come out better that way). But take care to not alienate domestic students (think about how it's worded).
- Significant academic staff (eg, amazing lecturer) - but don't state that the person will teach them - rather that he's a lecturer in that school/programme.
- Significant projects - big winning projects.
- Graduate employment and earnings - we can't provide that. Although it is on CareersNZ (at the present time, we don't link there).
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Cultural difference - international students (particularly South-East Asians) tend to trust 'the authority' and what they say, while kiwis might question the truth of it (eg, via social media).
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When prospective int students are looking at programmes (and other info), they are comparing against competitors on quantitative metrics including cost, duration and entry requirements. They are also looking for the 'prestige' or 'esteem' of the university or programme - they have no definitive measure of this, but they know it when they see it.
Audience types:
Programme focused
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