The Overseas Dimension by Alison Hogan

The Overseas Dimension by Alison Hogan featured image
12 February 2016

The need for change in schools has become a cliché. For those of us marketing and leading admissions in the independent sector for any length of time, change has been the one constant. We expect to read about it almost every day but the danger of being a little battle-hardened is that we might lose an opportunity. When a real, profound shift is taking place we must resist rolling the eyes to heaven and thinking “Here we go again…” . If we aren’t careful we will miss out and be left behind.

The shift is in the prominence, influence and number of international schools. In a short space of time we have moved from British international schools being pale copies of ones in the UK or near novelty franchises to big, big business. Now they are more diverse, more inclusive, more organised and very good; they are bigger, better, stronger and richer than ever. Results are good, teaching is attractive (and well paid) and with A levels and the IB as options they offer a gateway to top universities around the world.

 Around the world there are just over 7,000 schools teaching 3.5 millions students in English. Around 2.5 million of the students are locals with almost half offering the UK curriculum and a further 20% offering the IB Diploma. The International Schools Consultancy Group (ISC) compile data worldwide and predict that 10 years from now there will be over 12,000 international schools, teaching 7 million students and charging almost £40 billion in fees per year. It is worth remembering that the typical fees are significantly lower than those charged in the UK.

 The mainstay of many UK boarding schools is the ever-growing cohort of international boarders. Many overseas families seek a truly British education but rising prices, falling exchange rates and the growth of excellent schools in their own countries mean that there is now a serious alternative. International schools may not be in an English speaking country but with an English-speaking environment, high quality ESL, great facilities and much lower fees (not forgetting no airline costs and no separation) they can seem like a good option for many. Expats too face a choice-or perhaps none if their employers want to support local schools by paying their fees rather than funding schools in the UK. Even if expat employers do offer an allowance many families prefer having their children nearby sharing the cultural experience at a good local school rather than being thousands of miles away.

 There is still a strong market for UK boarding schools but prospective international applicants need to know what they are choosing. Just being a British school in the UK is not enough. Parents will want to learn about (and see) good, new facilities. They will want the detail of academic results year on year as well as the specifics of university destinations. They will be interested in the mix and proportion of international pupils and will want some idea of the calibre of teachers. Many families like the notion of tradition (uniform, buildings, ritual etc) but not at the cost of contemporary investment in accommodation, technology and facilities.

 For most of us recruiting overseas there are two pathways-our own staff attending exhibitions and using agents. However as the market becomes more diverse and sophisticated then our approach, adverts and other collateral should be tailor-made to different nationalities. Is it really enough to attend an exhibition, issue a few flyers at a table and hope that the parents will come in large numbers? Personal experience suggests that many schools are finding this once successful approach is having a lower hit-rate and higher cost. However going abroad to meeting up with domestic alumni as well as past/present parents and establishing local ambassadors can pay high dividends as can spending time with trusted agents. International markets have few loyalties and agents are being asked for other choices other than the UK, cheaper options and their opinions are trusted.

 Change is a constant – we know this but we must do more than acknowledge it and talk about it. To attract pupils from different countries we need to accept that what works here may not work there; every market is a new territory and should be treated as such. We need to do our research, listen and learn and adapt our marketing according.

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