Education
How to Market to International Schools
How to market to International Schools
The number of English-speaking international schools in the world continues to grow at pace. According to the British Educational Suppliers Association, there will be over 16,000 English-medium International schools worldwide by 2028.
If you are already selling to schools in the UK, there’s no reason why you can’t also sell to English-speaking international schools.
So, how do you reach international schools? Are there unique considerations? And when is the best time to reach out?
This blog tells you everything you need to know about marketing to international schools.
What are international schools?
International schools mainly, but not exclusively, cater for children of expat families. Located all over the world, there is a high proportion of international schools in Europe, the Middle East and Asia.
A large proportion of international schools teach in English. But some are aligned with other countries, like France and Germany, and teach children in their native language.
The curriculum offered at international schools is different to that of the host country – most prepare students for globally recognised qualifications at ages 16 and 18. The British system is the most popular curriculum in the world and is offered at 30 per cent of international schools globally.
In international schools the academic standards are high, class sizes are small, and facilities are outstanding. Many international schools have a nursery and prep within their establishment, as well as a sixth form attached.
The buying model in this sector is increasingly dominated by large groups. There are also some UK Independent school brands that have opened schools abroad.
Who attends international schools?
International schools primarily cater to foreign nationals – families who move and live abroad but still want to send their children to schools that are closely aligned with the educational standards of their home country.
International schools have also more recently become popular with local students of affluent families who attend to learn English.
There are nuances in different parts of the world. In the Middle East, for example, most international school students are the children of expats or affluent local families. In China, most students attending international schools are native to China.
What do international schools buy?
Like any other educational establishment, international schools purchase everything they need to function, from books, desks, and teaching resources to sports equipment, IT services, teacher training, and much more.
Due to the high standards of education, there is also demand for high-ticket items, such as VR goggles and 3D printers.
How to market to international schools?
There are relatively few barriers when it comes to selling to international schools, apart from the usual logistical and customs requirements when exporting goods abroad.
For marketing, the organisation structures, curricula, and staff roles are often like those found in UK schools, so a lot of the same tactics apply. A high percentage of UK-qualified teachers and leaders work in international schools, so British education suppliers are already front of mind.
Here are some things to consider when marketing to international schools:
Leadership and buying structures
Consider a multiple-contact approach to your marketing. There is often more than one key decision-maker for school purchases. For example, there may be more than one deputy head, especially if a school spans nursery, primary and secondary education. There may be a Head of Curriculum or a Head of Education.
Optimum buying times
At international schools, there are fewer constraints on how and when budgets are spent. A school’s purchasing will, however, operate within a financial year and forecasts, budgets and priorities for spending will be set in advance. International schools are much more flexible in adjusting their spending plans, as compared to state schools in the UK, where funding is tightly controlled by the government.
Remember, most schools will begin budget planning a good few months before the beginning of each financial year. The months leading up to the start of the new financial year are the best time to step up any marketing.
Holidays and cultural events
As with your UK school marketing strategy, be mindful of school holidays and busy periods in the education calendar. In addition, watch out for culturally significant events in the host country. For example, you’ll need to be sensitive to the month of Ramadan in Muslim countries. International term dates and holidays may vary from school to school and region to region.
Individual school’s needs
The best chance of impressing is to clearly define how your solution fits a school’s needs.
You’ll need to do some market research. Start with the Council of International schools (CIS) and the Council of British International schools (COBIS) to find out where schools are, how closely they follow the UK National Curriculum, what they source overseas, and when.
Segment your collated contact data to suit requirements. If some of your products and services are for nursery schools, create a separate marketing campaign suited to them. Or if you only want to target schools in a specific area of the world, your marketing can be developed to reflect regional differences.
Contacts
It may be worth enlisting the help of an education communications company that has an established list of contacts. They can set search parameters across many countries, regions, school types, curriculums, languages, and staff roles to create an ideal list of contacts for your business. This will enable you to connect with your target audience quickly and precisely.
International school trends
It’s important to keep up with trends in the sector. Well-being and student equality, for example, have become key talking points in the international school community. Demonstrate your understanding of these developments and show how your solutions can help to overcome future challenges.
Free demos and trials
Give educators the chance to try out your products with demos and free trials. This is especially valuable for solutions where the investment is high, such as IT solutions.
How to connect with international school leaders?
The best way to start building a connection (virtually) with International School leaders is via email marketing and inbound marketing.
Email marketing to international schools
Given the widely disparate geographical distance of international schools, email marketing is the cheapest and quickest way to reach your target audience, so should be your first line of attack.
Research by Buzz Education shows 58 per cent of International schools receive less than 5 emails per day from education suppliers, so there’s a good chance your email will actually be read – however, don’t forget to be careful with time zones.
2. Inbound marketing to international schools
Inbound marketing may feel like a slow burn, but it enables you to present insights and solutions to school leaders that align with their pain points and goals, thus building your authority. Compelling, insightful content will help you to stand out from the crowd.
Building an informative and engaging relationship can kick-start the buyer journey. This involves publishing high-value content, such as blogs, articles, and whitepapers, and being active on social media.
An on-demand webinar library on your website is another great way to build authority and show you understand school leader objectives.
Where can I meet international school leaders?
International schools are located all over the world, so meeting with school leaders in person is easier said than done.
That’s where sector-specific events come in – events designed for international school leaders offer an ideal opportunity to network with your target audience. Outstanding Schools, for example, runs an event for international school leaders across the Middle East.
Sponsoring an event is also worth consideration. It can considerably boost awareness of your brand, positions you as a thought leader and guarantees pre-booked one-on-one meetings with key decision-makers.
With many independent schools in the UK expanding and setting up schools abroad, Independent school events in the UK could also prove useful for networking opportunities.
One thing is for certain, the international schools market is growing and it’s too large to be ignored. To get a prime position in front of the world’s best school leaders, why not partner with Outstanding Schools?