Automation, Adaptation, and Advancement: A Journey in School Marketing

The dynamic international school market is witnessing a strategic shift. Process automation and adaptation are driving school advancement, spurring growth and meeting the evolving needs of families and staff. As a marketing manager at DSB International School, I have embraced these themes wholeheartedly, leveraging innovative approaches to enhance various facets of school operations and fostering a thriving educational community.

Automation: Streamlining Communication and Operations

One of the cornerstones of modern marketing is the seamless integration of automation tools to streamline communication and enhance operational efficiency. DSB International School has transformed its communication platform, the Friday Communicator, through strategic changes aimed at improving engagement and accessibility for parents and teachers alike.

By automating processes and implementing user-friendly features, the school successfully optimized communication channels, ensuring timely dissemination of vital information and fostering greater parent-teacher collaboration. For example, the parents were complaining about too many emails (academic, PE, trips, events, general information, lunches, etc) from the school on a daily basis. Therefore, all the information being sent to parents was reviewed, and we decided what was urgent and what could wait. All general information and achievements were put into the weekly Friday Communicator. This goes out to the entire school community on Friday evening, for weekend reading. All academic and urgent information was assimilated into an end-of-day daily newsletter that was sent by grade and kept concise. Thus, parents receive all the critical information relating to their child, once, at the end of each day. Both communications (the daily end-of-day bulletin and the Friday Communicator) are seamlessly integrated and automated, through the MailChimp platform.

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