In the Philippines, around 425 private elementary and high schools have permanently closed since 2020, according to data from the Department of Education. The same study cited low enrollment rates and rising maintenance costs as the main reasons behind these shutdowns. This trend isn’t unique to the Philippines either.
A 2022 report by The Asian Development Bank shows that other countries in Southeast Asia, including Cambodia, Thailand and Myanmar also reported a growing number of private schools closing due to financial reasons. As private schools in the region continue to face a growing list of challenges, it’s becoming clear that these academic institutions must learn to adapt if they want to survive — and this includes updating their sales and marketing strategies.
In a webinar hosted by CB&A, a marketing communications agency that specializes in the education market, BizEducation Consulting President and CEO Paula Reed shared three strategies that private schools can use to increase their sales.
Your marketing and sales need to be aligned and work together
While sales and marketing teams have different roles, Reed highlighted that the two teams need to constantly communicate with each other. According to Reed, close collaboration prevents the ‘blame game’ that sees sales teams blame marketing for providing them with unqualified leads and marketing teams blame sales for failing to close the leads they generated.
Reed also shared that another benefit of having the sales and marketing team work together is that it ensures that the messaging in the marketing event and materials, such as brochures and online content, resonate with your school’s target audience.
Review and engage your local communities
“Building relationships is the key to success,” Reed said as she emphasized that schools need to have updated information about their local community and engage with them in meaningful ways.
According to her, this will help schools build relevant collaborations with local partners, generate positive publicity and referrals, and foster deeper trust with stakeholders. From door-knocking in nearby residential areas to organizing local events that involve the entire community, Reed said ignoring these marketing strategies and focusing purely on digital are mistakes that schools often make.
Focus on students, not amenities
What’s the main factor parents consider in choosing a school for their children? According to Reed, a school’s program ultimately sets up their students for success and not its access to technology and facilities.
A 2022 Strada-Gallup Education Consumer survey in the U.S. discovered that 58% of parents enrolled their children in schools with a track record of successfully getting their students good jobs later in life.
Reed stressed that student success should always be at the forefront of marketing materials, like how many students made it to Ivy League universities, the stories of students who later became leaders in their field, and how the school’s education played a role in their success.
“Seeing screenshots or pictures of equipment doesn’t emote a need for change. When you share how your product helps students in whatever way, that’s the best marketing tactic,” said Reed.
