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Similaire à 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?
Similaire à 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? (20)
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?
- 1. www.rawoonpowerpoint.com 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?
- 5. www.rawoonpowerpoint.com ➹ THE PROBLEM What’s the current situation and problems for international school?
- 6. www.rawoonpowerpoint.com 6 Student enrollment is an urgent concern amongst most international schools in China, and people are looking for help. The Problem Student enrollment
- 7. www.rawoonpowerpoint.com 7 Brief history of international schools in China 2 types of schools/school licenses
- 8. www.rawoonpowerpoint.com 8 Brief history of international schools in China Expat school enrollments 1990 2014 2003 2008 future SARS Financial Crisis
- 9. www.rawoonpowerpoint.com 9 Brief history of international schools in China Number of Expat school 1990 future 2003 2008 2014
- 10. www.rawoonpowerpoint.com 10 “Growth for the sake of growth is the philosophy of the cancer cell.” (Edward Abbey)
- 15. www.rawoonpowerpoint.com ✎ What to do? What can we do to solve the problem?
- 16. www.rawoonpowerpoint.com 16 What to do? Understand the basics of marketing Manage your brand
- 17. www.rawoonpowerpoint.com 17 Create your school’s unique value proposition Using Social Media
- 18. www.rawoonpowerpoint.com 18 Self Assessment Know what you are and what you are not. Market Analysis What the market wants and what the competition is providing. Gap Analysis IB Design Cycle Understand the basics of marketing What to do?
- 20. www.rawoonpowerpoint.com 20 (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?
- 21. www.rawoonpowerpoint.com 21 What to do? 2 This 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.
- 22. www.rawoonpowerpoint.com 22 Create your school’s unique value proposition Why should families give you their money instead of another school? What to do?
- 24. www.rawoonpowerpoint.com 24 What differentiates your school from the competition? Create your school’s unique value proposition What to do?
- 29. www.rawoonpowerpoint.com different formats Links Humor • Pictures • Videos • Info-graphics • Text based content Use social media What to do?
- 30. www.rawoonpowerpoint.com 30 Things not to do • Do not spend all of your time trying to promote your product and services. • Do not be too text heavy.
- 31. www.rawoonpowerpoint.com 31 Put in Time and Effort
- 33. www.rawoonpowerpoint.com Understand the basics of marketing Create your school’s unique value proposition Using Social Media Cycle
- 34. www.rawoonpowerpoint.com ☂ Q and A Further questions.
- 35. www.rawoonpowerpoint.com SWA THANK YOU FOR WATCHING
Notes de l'éditeur
- Expat school enrollment has increased dramatically from the 1990’s until 2014, with a dip in 2003 for SARS and a dip in 2008 for the Financial Crisis. There are many reasons for this (increased costs, increased pollution, better educated and well trained local population to replace expats, etc.), but the trend doesn’t look like it will reverse.
- Because student numbers kept growing, people kept opening new schools with this type of license.
- A relatively new aspect is the Chinese private school that brands itself as an “international school” or at least offers “international” curriculums.
- A relatively new aspect is the Chinese private school that brands itself as an “international school” or at least offers “international” curriculums.
- A relatively new aspect is the Chinese private school that brands itself as an “international school” or at least offers “international” curriculums.
- These schools can accept local Chinese students and expat students, so the two types of schools begin to overlap more and more. The number of private Chinese “international schools” is continuing to grow as well, because the demand from the local population for a different educational path for their children is growing (increasing numbers of students). Since they can also accept expat students, there is now even more competition for the shrinking number of expat students for the traditional expat international schools.
- Understand the basics of marketing Self assessment- Know what you are and what you are not. Market Analysis- What the market wants and what the competition is providing. Gap Analysis Use the IB Design Cycle picture to help explain the cyclical nature of the marketing process.
- Make sure your current population knows what is actually happening in the school and what is not. This 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.
- Use this to better determine who your school is really competing against and then plan accordingly.
- What differentiates your school from the competition? If you are the same, then parents will go for the cheaper option. If you are more expensive, what makes the additional cost worth it (what is the return on investment?)
- What else can you do? STEAM in SSIS Western Academy Futures Academy in International School of Beijing Month long experiential learning in rural China in Shanghai American School These are all great learning experiences for students, but they are also great marketing tools for schools. Scholarships for students If cost difference is what is keeping some top students from applying to your school, then take that barrier away. International School of Curitiba example
- What is your goal for your social media campaign? Do you want to increase website traffic? Do you want to promote brand awareness? Do you want to create brand identity and positive brand association? Decide what your goal is and then work towards how you will achieve it.
- Who is your target audience? This will have a major impact on what the best form of social media is. My target audience is Mainland Chinese, so WeChat is the best form to use. If your target audience is Americans still in the US and looking to move to China, then Facebook might be a better option.
- You need to specialize in one and do it well. A highly focused campaign intended to build a strong brand has a better chance than a broad strategy that attempts to be all things to all people.
- Do not spend all of your time trying to promote your product and services. People will quickly stop listening. Do not be too text heavy. If you want to have longer, more detailed information, then include a link back to your website. You can also have a short video clip with a link back to your website for a longer video.
- Social media marketing doesn’t happen overnight. You’ll have to put time and effort into it for it to pay dividends in the future. But it can be a major factor in spreading the word about your school and helping people learn about your unique value proposition and why they should enroll their children in your school.