Why personalisation is important.

For international admissions teams at UK boarding schools, the challenge isn’t just attracting students but making each family feel understood and valued. Despite best efforts, many schools still rely on one-size-fits-all messaging that falls flat with diverse international audiences.

These generic communications can leave families feeling disconnected and questioning whether a school truly understands their needs.

How misalignment occurs in your marketing.

Consider this scenario: a family from Hong Kong is exploring boarding schools with a strong emphasis on academic excellence and extracurricular balance.

They receive a brochure that highlights sports and weekend activities, with little mention of academic achievements. Similarly, a family from Saudi Arabia might prioritise pastoral care and cultural inclusivity but find these aspects absent from your school’s communications.

Such misalignment not only dampens their interest but could lead them to choose competitors who better address their priorities.

Why personalisation is the key to bridging this gap.

By segmenting your audience based on factors such as geography, cultural values, and academic interests, you can deliver tailored messaging that resonates deeply. For instance, targeted email campaigns featuring testimonials from students of similar backgrounds or highlighting culturally relevant events can build stronger connections.

Some of our UK boarding schools have successfully used hyper-tailored paid social media ads to engage and generate leads from prospective families all over the world, resulting in signups from international families, without the agent’s fees.

By making your outreach more personal, your school can foster stronger relationships with families, positioning itself as a welcoming and inclusive choice for international students.

Get more insights and speak to Kerwyn in more detail about how we can support your marketing efforts in 2025, please use the links below to call, email or book a video call.