The Advanced Model for Schools of Choice
The International School of Macao
November 15-16, 2018




Our Goal:

For participants to leave the workshop with the knowledge and confidence to identify and apply appropriate tools to target and improve communication with families fit for their mission.


Our Ideal Audience: Schools should send teams that are involved in the shaping and implementation of strategy. This workshop has engaged speakers that will help Admissions and Marketing directors, as well as Heads of Schools, Principals and Communications personnel to identify and implement tools that support those strategies.

Welcome to Schools of Choice!

Today’s international school market is characterized by increasingly tense competition, ongoing “disruptive” technologies, and a changing educational offering to match the future needs of society. Making your school stand-out and rise to the top of the ranking in the eyes of existing and potential families requires an integrated marketing, communications and admissions strategy.

We will dive much deeper than best practice case studies, by analysing the social psychologies of the various generations of students and parents and connect their needs with what schools have to offer. Participants will also look at analysing how some top schools balance their marketing and communications mix across traditional print and online digital and social media opportunities.

Through this workshop you will learn alongside experts from inside and outside our industry -who are re-inventing the way that institutions and schools interact with their internal and external communities to position themselves as the schools of choice. Participants will hear inspiring key note addresses, challenging panel discussions and take part in highly interactive workshop activities in this two-day workshop.


Led by Alex Gibbs — A Marketing and Communications expert with a proven record for helping international schools to communicate and improve engagement with the communities they serve — the strategies and tools provided will enable you to:
  • Understand how Leading Schools Differentiate themselves;
  • Identify changes and challenges to effectively communicate with our community;
  • Understand the changing demographics and consumer psychology effecting admissions decisions;
  • Use stakeholder research and surveys to empower advocates across the community;
  • Improve your messaging to prospective families interested in your school; and
  • Overcome internal obstacles to align and strengthen your messaging.
This workshop has been designed to meet the needs of Executive Stakeholders responsible for Admissions, and to a lesser extent, Marketing and Communications.


Each day participants will delve deeply into the strategic and process driven side of Admissions. At the end of each day participants will have time to reconvene with colleagues and collectively process what they have learned and work with the speakers to connect learning to practical actions they can take to improve how they operate. On the second day, participants will be able to gain a greater appreciation for how the tools and strategies shared can be applied to the participants specific role.