International Marketing Plan for Schools FINAL

8/9/2019 International Marketing Plan for Schools FINAL

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INTERNATIONAL MARKETING PLAN

VISION FOR INTERNATIONAL EDUCATION IN OUR SCHOOL:

Examples

To share our unique learning and physical environment with international students from a variety of countries

To provide international students with a safe and caring environment in class, at school and in the wider school community, where their culture andcontribution to the school is acknowledged and celebrated and where they receive a consistently high quality education experience

To oer a high quality education to international students for the enduring cultural, social and economic benet of our students, teachers and thewider school community

STRATEGIC MARKETING OBJECTIVES: (see notes belo!

OBJECTIVE ONEExample: ncrease student numbers from !hina from "x# to "y#

OBJECTIVE T"O

Example: $iversify our existing international marketing activities to grow student numbers outside of !hina

OBJECTIVE THREE

Example: $evelop a group short study experience programme for %apanese student groups

OBJECTIVE FOUR

Example: mprove the student welcome and induction process

NOTES:

1. Aim for a small number of key objectives (we recommend no more than four). Keep them brief and provide more detail in the plannin table.

!. "esides student recruitment and marketin you should consider settin one or more objectives around student experience# prorammes and product and student retention $ proression.%. &n developin your international marketin plan you should consult key stakeholder roups to ensure there is areement around the answers to the followin 'uestions

a. &nternational students what bene*ts does our school o+er to them

b. ,ew -ealand students what bene*ts do our ,ew -ealand students ain from learnin alonside students from other countries and cultures

c. eachers what are the bene*ts for teachers in our school in havin international students in their class

d. /chool community what does the wider school community need to provide to support international students# and how does the wider school community bene*t from hostin internationalstudents at our school

e. "oard of rustees do they support our vision for international students at our school and

&nternational 0arketin lan emplate for /chools 23A4 v1.5


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MARKETING PLAN (see note #!

&nternational 0arketin lan for /chools 23A4 v1.5


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&b'ectives (trategies (pecic )ctivity*ies +esources+equired

+ resource

-who isresponsiblefor eachactivity.

/lanned

Timeframe

Totalcost-Ex0(T.

(uccess 1easure

OBJECTIVE ONE:

Example6 &ncreasecurrent studentnumbers from 7!hina8

/ocial media marketin 2aily updates on both 3en3en and 9eibo :3 and time

ranslation

&nternational2irector withsupport

&nternational2irector

At least 7once8per weekthrouhout theschool year

4air attended and 7238student in'uiries enerated

&ncrease of 7438enrolments from the7!hina8 market by753678

Attend fair Auust !51; in 7x8 location

2evelop and strenthenrelationships with 748key aents

/elect aents to visit and do it ravel costs

0arketin collateral

3elief costs


"ein 7x8month !51%

e# school vision etc.)

ravel costs

0arketin collateral


7(eptember53648

&ncreased reciprocalcommunication in the *rstyear

At least one joint classproject or activity bydistance in the *rst year

OBJECTIVE T"O:

Example6 2iversify ourexistin internationalmarketin activities torow student numbersoutside of


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MARKETING PLAN GUIDE

1. /ame as objectives below in the table. @ou only want a limited number of objectives (recommend no more than four). Keep them brief and provide more detail in the plannin table.

!. @ou may like to set an objective around student experience# prorammes and product and retention.

%. he purpose of the table is to break down your objectives into achievable and measurable oals.a. :ow will you achieve your objectives he strateies are potential courses of action that will assist you in achievin your objectives.b. Each stratey is then broken down into speci*c activities$deliverables that need to be completed in order to implement your strateyc. 4or each speci*c activity you will need to outline what resources you re'uire# this could be human resources# capital# collateral etc.d. 3esponsibility is then assined to an :3 resource i.e. who is responsible for ensurin these activities are completed

e. Allocate a realistic timeframe to complete each activity.


International Marketing Plan for Schools FINAL

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