English education is still seen as a hallmark or gold standard by many, hence the phenomenon of schools like Eton and Harrow selling their brands abroad.
Just what exactly is an international school? Well, imagine picking up a school like Eton or Harrow – bricks and mortar, along with pupils and teachers – and plonking it on foreign soil. The pupils are still learning the same content– predominantly, the UK National Curriculum – in the same language: English. Pupils working their way through the key stages will do GCSEs and IGCSEs (International GCSEs) at Key Stage 4 and A Levels or the IB (International Baccalaureate) at Key Stage 5.
In some ways, marketing to international schools is not so different from marketing here in the UK
Whatever the country, every school is different, but they’re all chipping away at the same block. They’re all about teaching and learning. Whether they’re located in Kuala Lumpur, Kathmandu, or Kettering, they’re still catering for the same educational needs of their pupils. So they’re always on the lookout for excellent resources.
And it’s surprising how much is sourced from the UK. This including exercise books and textbooks, stationery, school uniforms (including those for staff), lab equipment, toys for nursery education, and much more. And that remains the case even with surcharges on goods post-Brexit.
And some differences
When it comes to managing budgets and procurement, international schools enjoy a relative degree of freedom, and the emphasis is on quality. Keen to show themselves as innovative and forward-looking, international schools have long been open to EdTech, for example, and they’re willing to pay for it, along with the necessary training of staff. And just look at the money being invested in IT infrastructure and broadband by countries like Singapore in the Far East.
You may already be marketing to international schools
Let’s not forget, many teachers in international schools will have first taught in the UK. They’ll know UK businesses who’ve helped them in the past. Consequently, some companies’ reputations will have spread globally with them, through word of mouth.
Furthermore, if you’re active on social media and have an attractive, search engine optimised (SEO) website, international schools will be able to find you.
Similarly, they may well look for goods and services in directories such as the National Register of Education Suppliers, the British Educational Suppliers Association (BESA), or Edu Suppliers. And many trek to UK trade fairs.
Provide consistent content
The marketing playbook applies across borders, and it begins with compelling content marketing. You know not to be impatient. That it’s a slow burn. You’ll also know that content can speed up the process. Inform, entertain, inspire. Convince.
Webinars and promotional videos are especially effective if you wish to show your authenticity and authority. To take some of the risk out of doing business with you, provide promotional offers and freebies if you can. As we wrote recently about how EdTech valiantly rose to the challenge of the coronavirus pandemic:
“Ably adopting the role of the cavalry charging to the rescue, many companies offered free trials or demos, along with explainer webinars and suchlike. This gave teachers the opportunity to try things out for themselves while taking the risk out of large-scale investment in EdTech.”
Do your homework
The Council of International Schools (CIS) and the Council of British International Schools (COBIS) are good places to begin your research. For instance, you will want to find out where schools are, how closely they follow the UK National Curriculum, and what they source overseas, when, and why.
One head of science in Saigon told us that some schools bulk-buy once a year. In the summer term, purchasing textbooks through a broker who will get cheaper deals. They will also order lab and nursery school equipment from overseas. Everything arrives in a large container a few weeks before the start of the academic year in September.
Whatever their location, timing matters and selling to international schools and local schools both take time. With multiple stakeholders involved in the decision-making process, it could take a while for the key decision-makers to give you a definitive “yes” or “no”. Trying to rush them and force an answer will almost certainly lead to rejection. If time and budgets are limited, it’s not a bad idea to concentrate your efforts on one region at a time. Maybe starting closer to home with Europe.
Look for where there’s a gap in the market
What is easy to source in the UK may not be so easy overseas. International schools rely, for instance, on certain big-name publishers to provide the very best textbooks, written by examiners and approved by exam boards. They value the expertise and experience, and are willing to pay for it. While some international schools shop around globally for the best deals, others are looking for the very best the world has to offer.
Our man in Saigon told us of the difficulty of locally sourcing high-quality, indestructible lab equipment and supplies. For that reason, they stick to their tried-and-tested UK suppliers. Research will show you that many European schools don’t do as much hands-on science practical work as UK schools. Therefore international schools have little choice but to source laboratory supplies from the UK.
Teachers in some countries struggle to find art supplies with non-toxic materials, or toys that have passed the required safety standards. In terms of quality and style, exercise books vary enormously from nation to nation; therefore, many international schools buy them from the UK. This creates an enormous opportunity to market books to international schools.
Email is the easiest way to cross borders
That may be your most cost-effective initial plan of attack for selling to international schools. Furthermore, international schools are yet to receive email marketing in the same volume or manner as UK schools are. But watch out for time zones and differing term times. Note that email opt-ins vary around the globe.
Rather than leap into the unknown and lose customers forever, target strategically: otherwise you won’t find key decision-makers, or you risk losing them if you do. Personalisation is crucial, as are testing and refining your approach to account for cultural differences.
How will you market your products and sell to international schools?
International schools are too large a market to be ignored. There are, at the time of writing, 12,000 dotted around the globe, with 16,000 predicted by 2028. The international market is a tough nut, but one worth cracking.
Further reading:
What Schools Look For In A Supplier
Michelle – Mailers
