Enhancing Parent and Agent Engagement through WeChat for Brookes Education Group
We successfully developed and executed a targeted marketing strategy for Brookes Westshore and Brookes UK, resulting in community engagement, enrollment growth and heightened brand visibility.
“Our strategy not only boosted Brookes’ enrollment but also reinforced its standing as a competitive and desirable educational institution in the international school market.”
Client Overview:
Brookes Westshore & UK are two schools under the Brookes Education Group umbrella group offering high-quality educational programs across various regions. The group serves a diverse community of families, including a growing number of Chinese students. In 2023, the group sought to enhance its communication channels with parents and recruitment agents in China and Asia to streamline updates, strengthen engagement, and boost student recruitment.
Challenge:
Fragmented Communication Channels: Communication with parents and agents was split across multiple platforms, leading to inefficiencies and slow response times.
Low Parent Engagement: Parents, especially from China, found it difficult to stay updated on important school events and academic programs due to time zone differences and language barriers.
Agent Recruitment Issues: Agents were not receiving real-time updates on admissions or school programs, resulting in missed opportunities to engage prospective families.
Key Achievements:
Targeted Recruitment Campaigns
Leveraging data-driven insights, we created and executed recruitment campaigns tailored to key demographics, resulting in increased engagement and a higher number of qualified inquiries.Brand Messaging Alignment
We refined the Brookes brand messaging to emphasize its unique offerings, such as global-mindedness, academic rigor, and a supportive community, resonating strongly with prospective families.Enhanced Digital Presence
Through a strategic digital marketing approach, we optimized the Brookes online presence across key channels, improving SEO, and driving more traffic to the school’s website and admissions pages.Data-Driven Optimization
Continuous monitoring and analysis allowed us to refine campaign performance, leading to a measurable increase in applications and successful conversions for the enrollment cycle.
Key Takeaways:
WeChat as a Game-Changer for Parent Engagement: Using WeChat simplified communication for parents, especially those from China, allowing them to stay informed in real-time.
Targeted Marketing Yields Results: WeChat’s ad platform, combined with influencer partnerships, proved highly effective in reaching new prospective families, leading to an increase in enrollments.
Streamlined Operations: The messaging system provided faster responses and reduced communication barriers, helping both parents and agents connect with the school more easily.
Conclusion:
Brookes Westshore & UK successfully transformed its communication strategy by embracing WeChat as a core platform for parent and agent engagement. The results were a stronger, more connected community, increased recruitment, and improved parent satisfaction, making this strategy a benchmark for future digital marketing efforts in the education sector.
“Collaborating with Dux Studio on a WeChat strategy proved to be transformative for our organization. Their expertise facilitated the establishment of an efficient communication channel with parents and significantly enhanced our recruitment initiatives with agents in China. The notable increase in both parent engagement and agent inquiries demonstrated the effectiveness of their approach, which greatly benefited our team. Dux Studio possesses a profound understanding of how to enhance a brand's digital presence.”
—Molly Yang, [former] China Recruitment Manager
Brookes UK and Brookes Westshore