“International Schools Communication: Stepping up to the Next Level in 2024!”
A fast-paced world, but what about our schools?
Hello, everyone! Today, let’s talk about the communication strategies of international schools. Yes, those cool places where diversity and learning come together. But, let’s be honest, even though these schools are at the forefront of education, sometimes, when it comes to communication, they can be a bit behind. So, how can they step up their game in 2024? Let’s find out!
Currently, we see that many international schools still cling to somewhat outdated methods. This is the case in French-speaking Black African countries, to speak of an area I am more familiar with. Endless newsletters for the more advanced ones, websites from the Stone Age, and let’s not even talk about their presence on social media… In short, there’s work to be done!
Understanding Today’s Students and Parents
Students and their parents in 2024 are clearly not the same as those in the 2000s. They are ultra-connected, craving quick, effective information, and preferably, it should be entertaining. International schools must embrace this aspect and adapt. The era of long, boring speeches is over!
Instagram, TikTok, Facebook… these words should no longer be intimidating! In 2024, an international school that is not active on social media is like a restaurant without a menu: it doesn’t attract anyone. Today, it is no longer acceptable to communicate only about tuition fees during the enrollment period. Schools must create engaging content, stories showcasing school life, posts about interesting student projects… In short, they need to show that the school is alive and keeping up with the times.
Parents and students are online, at least those targeted by international schools. A website is a minimum; it’s the school’s showcase. It should be beautiful, intuitive, and, most importantly, responsive (adapting to computers, tablets, and mobiles). It should provide all relevant information fairly quickly, in a hierarchical manner, with photos and videos (of the school!)… All of this contributes to creating a better image of the institution, but more importantly, it encourages clicks on various call-to-action buttons, whether for enrollment, interviews, school bus subscription, or virtual tours of school clubs, for example!
Applications for Better Student Tracking
In 2024, having a web or mobile application becomes crucial in enhancing the attractiveness of an international school. This is a point that I highly recommend. However, it’s not about multiplying applications to track absences or even what the child eats in the cafeteria. International schools should instead invest in digital solutions that complement the educational offering and provide real added value from an educational standpoint.
This includes solutions for managing the hybrid education model (a combination of online and in-person classes) that is increasingly in demand, or language support applications. Virtual libraries and after-school monitoring applications are good options to complement the educational offerings of so-called reference schools.
Another aspect that benefits the school as a whole is the use of school management applications. This allows institutions to manage documents, evaluations, registrations, complaints, and notifications. Grade tracking and communication with parents are also improved by dedicated solutions.
Video, the King of Content
One critical aspect for effective communication in international schools in 2024 is brand development through content creation. And when it comes to content creation, videos always work. Whether it’s school presentations, student testimonials, or coverage of events… all of this creates an emotional connection. Videos should be short, dynamic, and perhaps a bit entertaining. Video is an effective way to engage and create a stronger connection with the school community.
Alongside video publication, the good old newsletter still has its place, but in 2.0 mode. Transforming the traditional newsletter into a more interactive format can increase engagement. Incorporating multimedia elements, links to articles or videos, and focusing on concise and relevant information can revitalize this communication method.
Harnessing Storytelling Means
A blog will allow sharing more in-depth stories about school life, student projects, or educational initiatives. This can help build a more human and accessible image of the institution.
In support of blog content, live streaming of school events allows distant families, even former students, to participate virtually. This reinforces the sense of belonging to the school community, with interactions that feed into the school’s storytelling.
Podcasts can be an innovative way to communicate about educational topics or share school experiences. They provide a platform for in-depth discussions and can be easily accessible on the go.
Launching Creative Advertising Campaigns
Original and creative advertising campaigns can help attract new students. They should stand out and reflect the values and uniqueness of the school.
Furthermore, a good internal communication campaign is essential to maintaining a positive school environment. Internal messages, events for staff and teachers contribute to a pleasant working atmosphere, which has a positive impact externally.
Investing in Ongoing Training
Even though using an agency or consultant is always better for innovation, fresh ideas, and an external perspective, ongoing training for in-house teams for communication is essential. Regular workshops and training are necessary to stay abreast of the latest trends and tools, ensuring effective and modern communication.
In summary, international schools must evolve and adapt to the new realities of communication to remain competitive in 2024. This involves embracing current technologies, innovating communication methods, and staying connected with the expectations of their community. With these efforts, an international school can not only improve its image but also strengthen its bond with students, parents, and stand out in its environment.”
