How can international schools attract NRI and expat parents?
Expat and returning NRI parents research schools online before they move, often from abroad. Rank for curriculum and city searches such as IB or IGCSE schools in your city…
How can a new school get its first admissions?
Quick answer
Start marketing six to nine months before the academic year. Build a clear website and Google Business Profile, hold open houses and campus tours, run local Google and Meta ads aimed at parents nearby, partner with preschools and residential communities, and introduce your founders and teachers so parents can trust a school without a track record.
Why new schools are harder to market
Parents choose schools carefully and look for results, reputation and reviews. A new school has none of these yet, so it must earn trust in other ways.
Steps that work
- Website and Google profile: curriculum, fees, facilities, transport and admission steps.
- Founders and teachers: introduce the people behind the school, their experience and teaching approach.
- Open houses: regular campus tours and demo sessions for parents and children.
- Local ads: Google and Meta ads within a few kilometres.
- Community partnerships: preschools, apartment associations and local events.
- Fast follow-up: call every enquiry and invite them to visit.
Early families become your best referrals, so look after them well.
Key takeaways
- Start six to nine months early
- Open houses and campus tours
- Build trust through founders and teachers
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