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www.rawoonpowerpoint.com
Key Marketing & Student Recruitment Strategies for the
Current International School Market in Chi...
www.rawoonpowerpoint.com
2
Content
➹
✎
Introduction
The problem
What to do?
☀
www.rawoonpowerpoint.com
3
Conclusion &
Review
Q & A
☂
❈
www.rawoonpowerpoint.com
www.rawoonpowerpoint.com
➹
THE PROBLEM
What’s the current situation and problems for international school?
www.rawoonpowerpoint.com
6
Student enrollment is an urgent concern amongst most international schools in China, and people...
www.rawoonpowerpoint.com
7
Brief history of international schools in
China
2 types of schools/school licenses
www.rawoonpowerpoint.com
8
Brief history of international schools in
China
Expat school enrollments
1990
2014
2003
2008
fu...
www.rawoonpowerpoint.com
9
Brief history of international schools in
China
Number of Expat school
1990
future
2003
2008
20...
www.rawoonpowerpoint.com
10
“Growth for the sake of growth is
the philosophy of the cancer cell.”
(Edward Abbey)
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Chinese private school
www.rawoonpowerpoint.com
www.rawoonpowerpoint.com
“international
school”
offers “international”
curriculums.
www.rawoonpowerpoint.com
INTERNATIONAL
SCHOOL
PRIVATE SCHOOL
competition
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✎
What to do?
What can we do to solve the problem?
www.rawoonpowerpoint.com
16
What to do?
Understand the basics of
marketing
Manage your brand
www.rawoonpowerpoint.com
17
Create your school’s unique
value proposition
Using Social Media
www.rawoonpowerpoint.com
18
Self
Assessment
Know what you are
and what you are not.
Market
Analysis
What the market wants
...
www.rawoonpowerpoint.com
www.rawoonpowerpoint.com
20
(Kotter & Fox, 1985)
“In any organization, consumer confidence
is neither accidental or automa...
www.rawoonpowerpoint.com
21
What to do?
2
This will help retain students/parents who
might leave over misunderstandings
Th...
www.rawoonpowerpoint.com
22
Create your school’s unique value proposition
Why should families give you their money
instead...
www.rawoonpowerpoint.com
Quality
Cost
www.rawoonpowerpoint.com
24
What differentiates your school from the competition?
Create your school’s unique value propos...
www.rawoonpowerpoint.com
25
04
Step
What else can we do?
www.rawoonpowerpoint.com
26
Use social media
What to do?
www.rawoonpowerpoint.com
www.rawoonpowerpoint.com
www.rawoonpowerpoint.com
different
formats
Links Humor
• Pictures
• Videos
• Info-graphics
• Text based
content
Use social...
www.rawoonpowerpoint.com
30
Things not to do
• Do not spend all of your
time trying to promote your
product and services.
...
www.rawoonpowerpoint.com
31
Put in
Time and Effort
www.rawoonpowerpoint.com
Conclusion-Review
❈
www.rawoonpowerpoint.com
Understand the basics
of marketing
Create your school’s
unique value proposition
Using Social Med...
www.rawoonpowerpoint.com
☂
Q and A
Further questions.
www.rawoonpowerpoint.com
SWA
THANK YOU FOR WATCHING
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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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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. 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?
  2. 2. www.rawoonpowerpoint.com 2 Content ➹ ✎ Introduction The problem What to do? ☀
  3. 3. www.rawoonpowerpoint.com 3 Conclusion & Review Q & A ☂ ❈
  4. 4. www.rawoonpowerpoint.com
  5. 5. www.rawoonpowerpoint.com ➹ THE PROBLEM What’s the current situation and problems for international school?
  6. 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. 7. www.rawoonpowerpoint.com 7 Brief history of international schools in China 2 types of schools/school licenses
  8. 8. www.rawoonpowerpoint.com 8 Brief history of international schools in China Expat school enrollments 1990 2014 2003 2008 future SARS Financial Crisis
  9. 9. www.rawoonpowerpoint.com 9 Brief history of international schools in China Number of Expat school 1990 future 2003 2008 2014
  10. 10. www.rawoonpowerpoint.com 10 “Growth for the sake of growth is the philosophy of the cancer cell.” (Edward Abbey)
  11. 11. www.rawoonpowerpoint.com Chinese private school
  12. 12. www.rawoonpowerpoint.com
  13. 13. www.rawoonpowerpoint.com “international school” offers “international” curriculums.
  14. 14. www.rawoonpowerpoint.com INTERNATIONAL SCHOOL PRIVATE SCHOOL competition
  15. 15. www.rawoonpowerpoint.com ✎ What to do? What can we do to solve the problem?
  16. 16. www.rawoonpowerpoint.com 16 What to do? Understand the basics of marketing Manage your brand
  17. 17. www.rawoonpowerpoint.com 17 Create your school’s unique value proposition Using Social Media
  18. 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?
  19. 19. www.rawoonpowerpoint.com
  20. 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. 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. 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?
  23. 23. www.rawoonpowerpoint.com Quality Cost
  24. 24. www.rawoonpowerpoint.com 24 What differentiates your school from the competition? Create your school’s unique value proposition What to do?
  25. 25. www.rawoonpowerpoint.com 25 04 Step What else can we do?
  26. 26. www.rawoonpowerpoint.com 26 Use social media What to do?
  27. 27. www.rawoonpowerpoint.com
  28. 28. www.rawoonpowerpoint.com
  29. 29. www.rawoonpowerpoint.com different formats Links Humor • Pictures • Videos • Info-graphics • Text based content Use social media What to do?
  30. 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. 31. www.rawoonpowerpoint.com 31 Put in Time and Effort
  32. 32. www.rawoonpowerpoint.com Conclusion-Review ❈
  33. 33. www.rawoonpowerpoint.com Understand the basics of marketing Create your school’s unique value proposition Using Social Media Cycle
  34. 34. www.rawoonpowerpoint.com ☂ Q and A Further questions.
  35. 35. www.rawoonpowerpoint.com SWA THANK YOU FOR WATCHING

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