Targeting potential families when they are looking to relocate from overseas is tricky, but when done right, it can be a great source of leads for your school. Unlike local families, that tend to wait until the end of a term or school year to switch schools (if they do at all), targeting international families when they are looking to move into your area, can provide a steady trickle of leads throughout the year. You can also start building a relationship with them before they even set foot in the country.
A number of schools that I work with have had immense success with this strategy, and if your school is in a location that is a potential destination for overseas families, it could work for your school.
Who Should Your School Target?
While there is no easy answer to this and it depends entirely on your school’s circumstances, there are a number of different market segments your school could potentially target:
- Digital Nomad/Remote Workers
- Families relocating for work, such as NGO and FGO employees
- Families relocating due to changing regulatory/political factors
- Families looking to send their children to boarding school
Joining The Conversation Early
For my clients, I usually recommended targeting search terms that are near the top of the funnel, such as, “International School in [my city/country]”. At this stage, potential families are likely early enough in the decision making process that they have not made up their mind about where they will send their child to school. This a golden opportunity to put your message in front of them and get your school shortlisted for consideration.
Once a potential family starts searching for individual schools in your area, if you aren’t on their shortlist it becomes more difficult, and costly, to get their attention.
Cost Effective Source Of Leads
Getting to be a part of the decision making process early also means that CPC is typically quite low. Below is an example from one of my clients, who I was able to generate new leads, for $6usd per lead. While the Cost Per Conversion is more than the local and remarketing campaigns, the International campaigns have less seasonality and provide a steady stream of leads year round.
I’d Love to Hear From You
Do you need more digital leads for your school? Schedule an introductory chat by clicking the button below and filling out the form.