PRIVATE SCHOOLS
MARKETING, Recruitment & AdmissionssUCCESS STORY
Diversivity Wins: How The School Attracted 5 Times More International Students from Global markets.
In 2015 the school’s student enrolment remained stagnant and it was heavily dependent on a single international market. However, a significant shift occurred in 2018 when the school decided to relocate to more expansive premises, leading to a quadrupling of its capacity. This strategic move marked a new era for the school, resulting in a remarkable transformation in the student body. Recruitment team efforts focused on the development of solid global partnerships resulting in an ideal blend of nationalities, with 40% international and 60% local students, fostering an environment of diversity and cultural exchange.
Central Objective
Increasing enrolment from diverse markets
ChallengeS
Post pandemic global economic uncertainty exacerbated by inflation, currencies depreciation and global conflicts.
Growing number of well-established competitors locally, regionally, nationally and globally.
High dependence on a few markets for recruitment of international students.
Solutions
Diversification of recruitment markets in order to avoid dependency on one or few main markets.
Increasing the school participation in networtking events such as ICEF, ALPHE, ASEPROCE and other educational fairs.
Implementation of innovative communication strategies to attract direct applicants.
Training of the recruitment team and overseas partners.
Int’l Students Income
+$2 m.
intl’ Students increase
380%
Local stds increase
300%
total nationalities
22
Key areas
Recruitment, Marketing & Admissions
01. Audience, Markets & goals
Our recruitment team clearly understood the school’s audience, strengths and competitive environment to outline attainable goals, plans and actions to successfully compete in global markets.
02. Strategic Planning
The recruitment leadership established strategic priorities, key strategies, desired outcomes and actions for a five year period in order to Increase international students’ diversity and direct students’ enrolment, to improve our marketing resources and our response efficiency, including simplifying the admission process.
03. team development
The recruitment staff developed a strong and solid team based on in-depth knowledge, and a positive work environment where we all contributed with ideas and initiatives to achieve the set goals.
04. Performance
The recruitment team constantly evaluated performance to assess the strategy’s effectiveness and make changes to the plan as necessary.
the extra mile
INITIATIVES IMPLEMENTED
MULTicultural MArketing approach
To diversify our school population, we developed marketing material that culturally resonated with the targeted markets in their own language and valued attributes.
BOOKING PLATFORMS
As 90% of the international students are recruited through representatives, we partnered with booking platforms to facilitate recruitment with ApplyBoard, AllyHub, Edvisor.
Mailing STRATEGY
In an effort to keep the school representatives abroad informed and updated about the school’s community and latest news, we developed mailing campaign in their own languages, using platforms such as Campaign Monitor and Mailchimp.
YouTube channel
The recruitment team decided to standardize information through live presentations and also to showcase our staff through the “Tiny Talks” and students testimonials series, all in four languages with more than 120 videos.
FAM TOURS
After a thorough research, we found out that overseas educational representatives are more productive when they have seen the school premises and met with our staff.
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