We were approached in May 2019 to assist with the marketing and recruitment of a new primary school - and later, Kindergarten and Secondary School - to be established in Hong Kong.
We consulted with the Executive Director and the Head Office in Singapore extensively on:
understanding the market in Hong Kong
creating the organisational structure
advising on staff requirements for licensing purposes
fees and debentures
Timing was of the essence since, ideally, key positions would be in situ to assist with ongoing renovations, curriculum design and liaison with multiple government departments. It was also ideal if the candidates were already in Hong Kong, understood the market and were Permanent Residents not requiring a lengthy process of visa sponsorship.
We were able to secure appointments for the Founding Principal (Primary School) who started in June 2020, the Vice Principal (Primary School) who started in August 2020, the Founding Principal (KG) who started in October and the Admissions Manager.
Marketing & Admissions
We were also engaged to boost the exposure, enhance engagement and, ultimately, generate enrolments for this new school for 2020/21 (as soon as they could open), as well as 2021/22. Review, Research and Recommend
We quickly got to work on reviewing all policy documents and existing marketing materials from the sister school in Singapore.
We looked at the branding, the competitors and the target market and made recommendations accordingly.
Implementation
We:
Issued/distributed press release in English & Chinese to
generate mentions in local media
Recommended media buy in local media, as well as ATL buys with local mini buses and highly targeted MTR stations.
Set up and launch Facebook page - ongoing management
Managed content creation from concept to copy and creative.
Managed Facebook ads + Live broadcasts
Managed promotion and registrations for multiple Parent Information Sessions Booked PR & advertising with third party media
Results
The school opened in March 2020 with online learning, due to COVID. The student numbers are healthy for 2021/22. This is an ongoing project.
If you are seeking to boost EXPOSURE, increase ENGAGEMENT to generate ENROLMENTS for your school, please get in touch.
hello@topschools.com.hk | T: +852 3565 5867