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We think ambassadors are an often underutilized marketing tool that can help increase student recruitment for educational institutions, such as international schools. But they needn’t always be students.
In fact, parents can make brilliant ambassadors, too. They already have a knack for speaking to other parents, for one. And they’re also incredibly trustworthy, both in regards to safeguarding and informed decision-making.
Another parent is more likely to welcome the insight of a fellow parent – when it comes to making such an important financial and emotional investment – than a student.
With that in mind, here are three benefits of embracing a parent advocate programme at your international school.
1. They can fill your ambassador shortage
As the majority of your students are under 18, your pool of potential student ambassadors is relatively small.
You most likely have sixth form ambassadors who can give prospective students and parents a guided tour, but that’s it. This means you can’t reach the same number of prospects with your marketing message.
Not only that, but with a majority of prospective students being minors, they won’t be making the final decision to attend. And, chances are, they won’t relate to the desires and wants of prospective parents.
So, if you want to ensure parents make the right choice for their children, you need to harness parents who have already lived through the experience.
This needn’t be a chore for your parent community either. With the use of online content and chat features, they can communicate with other parents in a way that suits their schedules. You can see how Dulwich College in Singapore makes brilliant use of showcasing their parent ambassadors on their website here.
2. Parent advocates have a unique perspective
Parent opinions are worth their weight in gold.
Indeed, a Parentkind poll found that 81 percent of British parents valued the opinions of local parents and students more than a school’s Ofsted rating.
Every parent who sends their child to your international school is a valuable advocate in waiting. After all, they’re trusting you to look after the most important people in their lives. It’s hard to think of a better endorsement.
This means they have a unique and compelling perspective that your marketing and admissions team cannot match. They understand and relate to prospective parents, providing organic insights and advice based on real-world experience.
3. Chances are you are already using them
Did you know that parents are cited three times more than any other key influencer when it comes to a students’ education decision-making process?
Parents already hold a lot of influence. Not just for their own children, but for other parents and their kids, too.
You might already make use of this through an informal parental advocacy program, a Facebook group, or simply coffee mornings where your advocates and ambassadors can connect with prospects.
However, these methods, although tried and true, really don’t reap the full benefits of a formalized, digital structure.
If you embrace a digital ambassador programme, you can reach more prospects with a personalized marketing message that increases admissions. Indeed, this parent-generated content can make prospects five times more likely to convert.
Utilize your parent advocates with The Ambassador Platform
Using digital ambassadors, like parent advocates, could be your international school’s new secret weapon.
They can provide an authentic view into what your school is really like, which can be beneficial for on-the-fence parents and their children.
If you’d like to find out more about how working with parent advocates and other ambassadors can lead to increased admissions get in touch today.