Key Marketing & Student Recruitment Strategies for the Current International School Market in China-...

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Key Marketing & Student Recruitment Strategies for the Current International School Market in

China: What are the trends and what strategies

can help your schools survive in the current market?

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Content

➹

✎Introduction

The problem

What to do?

☀


Conclusion & Review

Q & A

☂

❈


➹THE PROBLEM

What’s the current situation and problems for international school?


Student enrollment is an urgent concern amongst most international schools in China, and people are looking for help.

The ProblemStudent enrollment


EXPATS ONLY

Chinese private schools

Brief history of international schools in China

2 types of schools/school licenses



Expat school enrollments

1990

2014

2003 2008

future

SARSFinancial

Crisis



Number of Expat school

1990

future

2003

2008

2014


“Growth for the sake of growth is the philosophy of the cancer cell.”

(Edward Abbey)


Chinese private school


“international school”

offers “international” curriculums.


INTERNATIONAL SCHOOL

PRIVATE SCHOOL

competition


✎What to do?

What can we do to solve the problem?


What to do?

Understand the basics of marketing

Manage your brand


Create your school’s unique value proposition

Using Social Media


Self Assessme

nt Know what you are

and what you are not.

Market AnalysisWhat the market wants

and what the competition is providing.

Gap Analysis

IB Design Cycle


What to do?


IB DESIGN CYCLE


(Kotter & Fox, 1985)

“In any organization, consumer confidence is neither accidental or automatic, but the product of careful attention to the needs and expectations of the marketplace”

What to do?


What to do?

2

1This will help retain students/parents who might leave over misunderstandings

This can help with word of mouth marketing to better ensure prospective parents hear correct information about the school.

Make sure your current population knows what is actually happening.



Why should families give you their money instead of another school?

What to do?


Quality

Cost


What differentiates your school from the competition?


What to do?


04 Step

What else can we do?


Use social mediaWhat to do?


different formats

Links Humor

• Pictures• Videos• Info-graphics• Text based

content

Use social mediaWhat to do?


Things not to do

• Do not spend all of your time trying to promote your product and services.

• Do not be too text heavy.


Put inTime and Effort


Conclusion-Review❈





Using Social Media

Cycle


☂Q and AFurther questions.

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Key Marketing & Student Recruitment Strategies for the Current International School Market in China-...

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