Question

Topic: Student Questions

Promotion Of A 3-y-o English School In Dublin

Posted by Anonymous on 6/3/2008 at 11:34 AM ET 250 Points
Good Afternoon,

I work as an intern in an private English school in Dublin, Ireland. One of my projects is to find new promotion strategies for the school. The problem is that the market has flooded, the schools are similar, most of them offer the same services (timetables, accommodation, social events). As the school is not very old (about 3 years old) they are still improving their management strategies. Their advantages are mainly the low prices and social events; but in my opinion, not strong enough; students come mostly from Spain, Italy, France, Western Europe.

What could make the difference so that students come here and not somewhere else?
What is the best way to promote the scholl? Where> Flyers, posters, partnerships abroad?

Thanks a lot for your answers.

Valeria
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RESPONSES

  • Posted by Levon on 6/6/2008 at 8:24 AM Member
    I don't know about in Europe but in the U.S. which is right now the most competitive educational marketplace in the world -- the way marketing is done is through deals. Cutting deals is essential to getting new customers. What I mean by deals is partnerships. Parterning in with other companies and institutions to reach their customers. I would also think of other ways to differentiate yourself from the other schools. A differentiator such as "more tradition", "better trained staff", "better success rate with graduates". These are the things that make people feel confident about the services you offer.
  • Posted by Neil on 6/10/2008 at 7:31 PM Accepted
    If word-of-mouth is how people hear about you is there a way to leverage that more?

    For example, is there a way to offer incentives for referrals to current and former students?

    That is, if a student or former student refers someone and that person enrolls, they get the incentive. Perhaps for a current student, it is a discount on tuition. For a former student, I am not sure what exactly would be an appropriate incentive but I am sure you could think of some good ideas there.

    By the way, do you regularly communicate with your students and alumni through, for example, an email newsletter? That might be the place to introduce the incentive program and start spreading the word.
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