Building Bonds: 6 Key Event Types to Support Student Recruitment

The independent and international school markets are renowned for their high levels of competition for student recruitment, crucial need for differentiation, and reliance on building strong relationships with prospective families. It is vital for admissions and marketing teams to forge meaningful connections with parents and students that align with their needs, values and aspirations.

While traditional methods like tours and open days remain essential, independent and international schools can further enhance their student recruitment efforts by leveraging a variety of strategic events. In this blog post, we’ll explore how events such as cultural fairs, parent workshops, student showcases, sports events, and networking events can directly or indirectly address specific challenges and facilitate deeper connections with prospective families.

Tours and Open Days: Navigating Cultural Differences

Tours and open days are foundational events for showcasing your school’s facilities, curriculum, and culture. However, admissions and marketing teams should be mindful of varied demographics and navigate cultural differences effectively.

Tailoring tours to accommodate the cultural preferences and expectations of diverse families can enhance their experience and create an inclusive, welcoming atmosphere. Visiting language classes or classrooms for instance, is an excellent way to personalise their visits and support future transitions.

According to an ISC Research report on inclusion in international schools, there was a distinctive trend of schools adapting to the needs of all children, which encompasses cultural understanding as a component of inclusion, and consequently, more effective student recruitment.

Cultural Fairs: Celebrating Diversity

International schools in particular pride themselves on their diverse student body and multicultural environment. Hosting cultural fairs and International Days not only celebrates this diversity but also provides prospective families with a firsthand look into the inclusive atmosphere of your school. Highlights of these events can be a great source of organic content to post on your school’s social media pages, allowing prospective parents to experience this cultural inclusion.

By showcasing traditions, cuisines, and performances from around the world, cultural fairs can highlight your school’s commitment to embracing and respecting different cultures. Research supports the idea that a growing number of parents consider cultural diversity to be an important factor when choosing an international school for their child.

Parent Workshops: Nurturing Partnerships

Navigating the admissions process and understanding the nuances of the international curriculum can be daunting for prospective families. Parent workshops can offer valuable insights and support, nurturing partnerships between your school and parents right from the start. Parents will always have concerns, and will therefore appreciate the opportunity to share feedback. Highlighting parent workshops in your communications can also help with setting expectations and demonstrates how parents can have agency in their child’s future education.

By addressing common concerns and providing guidance on educational philosophies and approaches, these types of workshops empower parents to make informed decisions about their child’s education. A recent webinar by the National Association of Independent Schools highlighted the importance of restructuring the partnership with parents to reset expectations for behaviour, performance, and collaboration with students and teachers.

Student Showcases: Demonstrating Excellence

Many prospective families seek assurance that their child will receive a quality education and excel academically. Student showcases can provide a platform for current students to demonstrate their achievements, projects, and talents, showcasing the academic excellence cultivated by your school.

By witnessing in person or virtually, the accomplishments of students, families can envision their child thriving in your school’s supportive environment. Research indicates that 83% of admissions staff believe academic outcomes to be ‘very important’ to the majority of their parents when choosing an international school for their child. Therefore, giving parents the opportunity to observe the phenomenal quality of work produced by your students can lead to a more inspiring and invigorating parent journey.

Sports Events: Promoting Well-Rounded Development

In addition to academic excellence, many families prioritise a well-rounded education that includes opportunities for sports and extracurricular activities. Equally, many independent and international schools take pride in the breadth and quality of their activities and programmes.

Hosting dedicated sports events could not only showcase your school’s athletic programmes and facilities but also emphasise the importance of physical fitness and teamwork in holistic development. Alternatively, aligning a school tour with an ongoing sporting activity or event is a wonderful way to allow parents to see your world class facilities, coaching and team spirit in action.

By highlighting the achievements and sportsmanship of students, independent and international schools can attract families seeking a balanced educational experience for their child. Studies have shown that participation in sports can enhance academic performance and contribute to overall well-being, and prospective families are becoming increasingly aware of this.

Networking Events: Building Community Connections

Building a strong sense of community is essential for encouraging loyalty and support among current and prospective families. Networking events bring together parents, alumni, and professionals, creating opportunities to build connections and strengthen ties within the school community.

By engaging with influential stakeholders and establishing a supportive network, international schools can enhance their reputation and attract families through word-of-mouth referrals. The Enrollment Management Association (EMA) and ISC-Research collaborated on a global survey of international school admission operations, finding that referrals from current (95%) and previous families (93%) are regarded as the most effective student recruitment tools.

In conclusion, independent and international schools can leverage a variety of strategic events to build stronger relationships with prospective families and enhance their student recruitment efforts, either directly or as part of their communications and content strategy. By addressing specific challenges and showcasing the unique features of your school, the event types highlighted above can play a crucial role in attracting and retaining families in the increasingly competitive market.

Meanwhile, for professional development and networking opportunities with like-minded peers across admissions, marketing and advancement, access our own upcoming conferences and workshops below:

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