With the growing demand for studying overseas, there’s great potential for businesses to attract more international students. However, to ensure your establishment stands out in this competitive field, careful planning is essential. Here we highlight the key steps for creating a solid marketing plan for your international education business. 

Conduct research

A good marketing plan starts with understanding your current clients and market landscape. Conduct research through customer surveys, feedback forms and interviews to gain insights into your target student demographics, interests and ambitions.

Do a marketing audit

Next, audit your business by performing a SWOT analysis – assessing internal Strengths and Weaknesses, as well as external Opportunities and Threats. This tool will give you a comprehensive picture of where your business is positioned in the market, what your competitors are offering, and your outlook for growth. 

Set SMART goals 

With the insights gained from your audit, establish Specific, Measurable, Achievable, Relevant and Time-bound (SMART) objectives aligned to student recruitment and revenue goals. Additionally, create ‘softer’ targets, such as improving customer service, communications, efficiency and uniqueness.

Identify target segments

Finding new customers is a key part of growing your business, so once your objectives are clear, consider tactics for entering new markets. For example, introducing existing programmes to new countries or developing new programmes for your current target audience. 

Create an action plan

The next important step is to put your plan into action. Outline detailed action steps, nominate people to do the work, and set dates by when it should be completed. If this can’t be done internally, consider contracting a specialised marketing agency for this.

Monitor efforts

Lastly, make sure to closely monitor your campaign by tracking analytics, recruitment rates and customer feedback. Do this in regular reviews, for example every quarter, as this will maintain momentum and allow you to continually optimise your efforts.

By focusing on these key areas, you can create a powerful marketing strategy that drives the growth and success of your education business. Get started today!

Written by Stephanie Clark