Keys to Pitching an Emotional Connection to Boost Enrolments

International schools in Singapore face unique challenges when attracting students, competing not only with other international and local schools but also with institutions around the world. Here are some key points to remember when pitching an emotional connection that resonates with families and ultimately increases enrolment numbers:

Highlight Beyond Academics

·?????? Showcase Intercultural Exchange:?Organize events celebrating diverse cultures,?invite international guest speakers,?or partner with schools abroad for student exchange programs.?(Example:?Celebrate Lunar New Year with dragon dances and calligraphy workshops,?host a lecture by a renowned Japanese architect,?or initiate a virtual collaboration with a school in South Africa.)

·?????? Foster Global Citizenship:?Integrate service-learning projects into the curriculum,?partnering with local NGOs or international organizations.?(Example:?Design a project where students raise funds for under privilege children in orphanages or create a campaign promoting environmental awareness in the Amazon rainforest.)

·?????? Language Fluency as a Bonus:?Offer diverse language programs beyond traditional choices,?highlighting the career and personal benefits of multilingualism.?(Example:?Introduce introductory courses in Arabic,?or Portuguese alongside mainstream options like Mandarin, French and Spanish.)

·?????? Celebrate Individuality:?Emphasize personalized learning approaches that cater to diverse learning styles and strengths.?(Example:?Showcase flexible learning spaces,?individualized learning plans,?and opportunities for student-led projects.)

·?????? Nurture Global Leaders:?Highlight alumni success stories of individuals who have made a positive impact on the world stage.?(Example:?Feature interviews with entrepreneurs who started businesses in different countries,?doctors working in humanitarian organizations,?or artists promoting intercultural understanding.)

Tell Stories, Not Statistics

·?????? Capture School Spirit:?Showcasing vibrant school events,?clubs,?and activities that demonstrate a strong sense of community.?(Example:?Share photos and videos of talent shows,?sporting events,?or student-organized festivals.)

·?????? Student Voices Matter:?Feature testimonials from current students and alumni expressing their positive experiences and the impact the school has had on their lives.?(Example:?Create a series of blog posts or short videos where students talk about their favourite memories,?the friendships they made,?or the skills they developed.)

·?????? Go Beyond the Classroom:?Highlight extracurricular activities and programs that foster collaboration,?creativity,?and social responsibility.?(Example:?Showcase robotics teams competing in international events,?student-run businesses selling eco-friendly products,?or art exhibitions showcasing diverse talents.)

·?????? Celebrate Diversity:?Show how the school embraces and celebrates cultural differences,?creating a welcoming and inclusive environment for all.?(Example:?Feature multilingual signage,?international food festivals,?or cultural awareness workshops.)

·?????? Open Your Doors:?Organize virtual or in-person open houses,?campus tours,?and parent information sessions that provide a genuine glimpse into the school's life.?(Example:?Offer live Q&A sessions with parents with our teachers and students,?allowing prospective families to connect and ask questions.)

Understand Family Aspirations

·?????? Active Listening:?Train admissions counsellors to actively listen to family concerns and aspirations,?tailoring their approach to individual needs. (Example: While on school tour, pick up phrases as well as interests shown by parents and highlight these areas in our school.)

·?????? Showcase Future Pathways:?Demonstrate how the school prepares students for their desired universities and future careers,?offering personalized guidance and support.?(Example:?Share success stories of graduates who gained admission to top universities or secured placements in prestigious internship programs.)

·?????? Address Specific Concerns:?Offer resources and information that address common concerns,?such as financial aid options,?transition support for new students,?or specialized learning support programs.

·?????? Go Beyond Numbers:?Highlight the individual attention and support each student receives,?fostering a sense of belonging and personalized growth.?(Example:?Showcase small class sizes,?dedicated teachers,?and personalized learning plans.)

·?????? Build Relationships:?Encourage communication and collaboration between the school,?families,?and students,?creating a supportive network.?(Example:?Organize regular parent-teacher conferences,?establish online communication platforms,?and foster a culture of open communication.)

Be Authentic, Transparent And Building Trust is Key

·?????? Showcase Strengths and Weaknesses:?Present a realistic picture of the school and move away from scripted tours,?highlighting its strengths and acknowledging areas for improvement.?(Example:?Openly discuss academic results alongside opportunities for improvement,?showcase new initiatives while acknowledging ongoing challenges.)

·?????? Embrace Diverse Feedback:?Encourage feedback from families and students,?utilizing it to demonstrate a commitment to continuous improvement.?(Example:?Conduct regular surveys,?organize focus groups,?and actively implement feedback wherever possible.)

·?????? Celebrate Inclusivity:?Demonstrate diversity within the school community,?including teachers,?staff,?and students,?reflecting the global environment

Leverage Technology for Engagement and Accessibility

·?????? Virtual Tours and Open Houses:?Offer comprehensive virtual tours of the school facilities and grounds,?using 360° technologies and interactive elements.?Host live virtual open houses with Q&A sessions for families across the globe.

·?????? Personalized Online Resources:?Develop an engaging and informative school website with detailed information,?downloadable brochures,?and personalized content based on user interests.?Utilize social media platforms effectively to showcase school life and student achievements.

·?????? Interactive Digital Platforms:?Implement online learning platforms and communication tools that facilitate collaboration and engagement between students,?teachers,?and families,?regardless of location.

·?????? Global Alumni Network:?Establish a robust online alumni network connecting current students with successful graduates worldwide,?fostering a sense of community and providing valuable career insights.

·?????? Embrace Digital Storytelling:?Share compelling stories,?testimonials,?and achievements through various digital formats like video blogs,?interactive infographics,?and social media campaigns,?capturing the school's essence and impact.

Partner with Families and the Community

·?????? Collaborative Events and Initiatives:?Organize joint events and initiatives, such as community open days, volunteer projects, or partnerships with local businesses. (Example: Celebrate International Day with cultural exchanges and an appreciation on the variety of cuisines with booths manned by parent volunteers.)

·?????? Parent Advisory Board:?Establish a Parent Advisory Board to give families a voice in decision-making and foster a sense of ownership.?Encourage active participation in school events and activities.

·?????? Community Outreach Programs:?Develop impactful community outreach programs that demonstrate the school's commitment to social responsibility and local engagement.

·?????? Cultural Exchange Opportunities:?Organize cultural exchange programs with local schools or community organizations,?promoting understanding and collaboration.

·?????? Celebrate Individual Contributions:?Recognize and celebrate the unique talents and contributions of individual students,?families,?and community members,?building a strong sense of belonging and appreciation.

Building an emotional connection with prospective families is crucial for international schools to thrive in a competitive landscape. By highlighting a global mindset, a vibrant school community, a focus on individual needs, transparent communication, and active community engagement, schools can effectively resonate with families' aspirations and ultimately drive enrolment success. Most importantly, authenticity, storytelling, and personalized attention are key ingredients in forging lasting relationships that translate into a thriving student body and a vibrant school community.