Hi everyone and welcome back to another edition of our Schools & Agents Bulletin. Today we’re focusing on the fundamental questions every international education provider should ask before creating a digital marketing campaign. Whether you’re promoting your school, agency, or organisation, understanding your target audience is the key to success.

Do you know your target audience?

The most critical question to address is: who exactly are you trying to reach? Your campaign messaging must be tailored specifically for your intended audience, whether that’s prospective students, parents, or international agents. Each group requires distinctly different approaches and communication styles to be effective.

Are you present where your audience is?

Understanding platform preferences is also vital. Different demographics gravitate towards different social media platforms. Students aged 18-25 are predominantly found on TikTok, while older audiences typically use Instagram and Facebook more frequently. This distinction also directly impacts content format. TikTok requires short video content, while Facebook accommodates various formats including images and text.

Do you understand their specific needs?

Each audience segment has unique requirements and expectations. When targeting schools or agents, your content should address their professional needs and provide valuable industry insights that strengthen business relationships. For student-focused campaigns, the goal is generating excitement about your institution and showcasing the student experience.

Are you adapting your messaging appropriately?

Parents require a completely different approach than students. While students respond to excitement and engagement, parents need reassurance and detailed information. Parent-targeted campaigns should emphasise reviews, testimonials, and comprehensive course details that demonstrate educational value and safety.

Ultimately, understanding who you’re reaching, where they spend their time online, what they need, and how to communicate with them effectively determines your campaign success. Need a hand with refining your digital marketing strategy? Get in touch with Schools & Agents today for more details about our tailored marketing packages!

Written by Stephanie Clark