

Are you looking to get more student enrolments at your school?
Or maybe you’re planning for next year’s intake, but aren’t sure how to stand out from your competitors.
If so, then this article is written just for you.
Read on to discover how you can market your school in Malaysia effectively to parents today.
The Star Newspaper recorded over 287 international schools established in 2022 in Malaysia.
Fast forward to 2024, the number of international schools is expected to continue to grow rapidly.
Almost everyone calls themselves an international school these days. So, what makes you stand out from other schools?
Competition for your industry has never been fiercer.
To help you out, we’ve provided a step-by-step framework below to execute your marketing campaign.
Ready to get more enrolments and parent enquiries? Let’s dive in!
First, you’ll need to know your business goals. This means knowing who your school’s target customer is.
This could refer to kindergarten students, primary or secondary school students.
If you’ve already figured that out, the next thing to look into is the strengths and weaknesses of your existing marketing team.
For example, your marketing team’s strength could lie in traditional marketing: producing brochures, attractive billboards, catchy radio ads and so on.
But maybe your team is lacking skills in the digital area.
So, you’ll need to begin thinking about how to establish a strong digital presence in the online world as well, if you already haven’t.
Lastly, consider the launch date of your marketing campaign.
Most international schools start their first term in September. As such, it’s best to plan your marketing strategy at least 6 – 8 months before that.
Always make sure to have weekly check-ins with your marketing team to ensure you’re all on the same page.
If this all sounds too much to execute, you can consider outsourcing your marketing campaign to an agency that offers digital marketing services in KL.
Alternatively, you can also consider purchasing online courses to upskill your team’s digital skills internally.
Earlier, we talked about knowing your target audience in Point 1.
But knowing them isn’t enough.
You’ll also need to understand them inside and out. This means understanding their:
By identifying the points in detail, you will be able to create a customer persona – i.e. your ideal target customer.
Let’s pretend you want to target people like Amy Lim, a mother in her mid to late 30s living near KLCC.
Amy is a parent with big dreams. She wants her son to become an engineer, and converses with him in Mandarin as their first language.
Applying the knowledge above, your customer persona of Amy would look like this:
Once you’ve created a customer persona, you’ll need to craft an irresistible USP to hook them in.
This brings us to our next point.
Your USP is what makes you stand out from the competition.
Price, location, high-quality education, or anything that can be easily copied by your competitors is not a USP.
Your USP has to be undeniably unique!
To help you out, here are some ideas to help you define your school’s USP:
Throughout the years, our agency, Xedea, has worked with over 20 schools, universities and educational institutions combined.
Below are some battle-tested digital marketing tactics that we used to make all our client’s campaigns a success:
SEM (Search Engine Marketing)
Paid Social (Ads)
SEO (Search Engine Optimisation)
Organic Social Media
Once you’ve decided on a few digital marketing tactics above, it’s now time to start the execution process.
To take your marketing to the next level, consider elevating your branding with Kinetic, a leading creative branding and advertising agency in KL.
After the marketing tactics have been executed, you can begin tracking your results on a monthly basis.
Tracking the results for a school is unlike regular businesses such as those in finance, law, accounting, etc.
This is because a school gains most of its profits during seasonal periods like: new intakes or student admissions.
That’s why it is worth saving a year-over-year report for your efforts in SEM, SEO and social media to compare the results with your competitors over time.
At Xedea, our entire digital marketing team possesses over 16 years of experience in the education industry.
To date, we have implemented numerous extensive campaigns for our clients such as: international schools, kindergartens, primary schools, secondary schools, and even universities!
If you’re interested in learning how we can help your school in Malaysia, you can reach us here to get a free consultation.
Fill this form and we will schedule a free consultation to customise your marketing strategy.