Question

Topic: Strategy

How Do I Promote An English Language School

Posted by abarsky on 9/26/2010 at 3:28 PM ET 250 Points
Hi All,

I recently became a business partner in a fairly new English language school in NY and have been put in charge of marketing and promotion. This school has been open for about a year and is having trouble signing up new students.

I have a few ideas (such as targeting F-1 Visa students and building a social network), but thought I would ask the MarketingProfs community for some expert opinions and ideas.

Thanks, and looking forward to your responses!
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RESPONSES

  • Posted on 9/26/2010 at 8:02 PM Accepted
    So what is the school's unique selling proposition? Why would someone choose this school? Who are the students today? Why are they there (instead of at a competing school)?

    Why is the school having problems signing up new students? Is it that they don't have adequate awareness among the primary target audience? Or do they not have an effective sales team to close sales? Or do they have some gaping holes in the offering? Or are they over/under-priced? Are they targeting the right audience?

    We are going to need a lot more information if we're really going to be helpful. And you may need dedicated outside help with the marketing strategy if it's critically important that you come up with a solution. It's not likely we'll crack the code in a few brief online exchanges.
  • Posted by abarsky on 9/26/2010 at 10:18 PM Author
    Thanks Michael - This is just the type of dialog to get my idea juices flowing. Now on to your questions:

    The school's sales team and marketing tactics are non-existent, so right now they purely rely on word-of-mouth referrals. Yes, awareness is a major issue, since they currently do very little to promote themselves. To me it seems that this would be an easy sell as long at we stay on track and be consistent with our message.

    Current students enroll for F1 Visas, which works out well since they pay out of pocket. Many schools have closed down because of less need for such schools in this area.

    What I'm looking for are some ideas that have been proven to work in this space, so not to waste my time on making mistakes. I know, I'm asking too much :-)
  • Posted by Jay Hamilton-Roth on 9/27/2010 at 8:22 AM Accepted
    How/where/when are your competitors marketing (that you're not)?
    How did your existing students find you? Can they be a source of referrals for you?
    Can you partner with NY businesses that hire these people (or with the employment agency that brings them in)?
  • Posted by abarsky on 10/4/2010 at 10:09 AM Author
    Thanks to you both for the brainstorming ideas.
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