Strategic Marketing Plan for American International School of Guangzhou
Client: American International School of Guangzhou (AISG)
Project: Marketing Strategy Development & Implementation Roadmap
Duration: 3 months
Background
Following the creation of the unified brand concept, AISG engaged us to develop a strategic marketing plan aimed at amplifying their brand presence, increasing enrollment inquiries, and deepening community engagement both locally and internationally.
Our Approach
Our strategy was grounded in the insights uncovered during the discovery phase and closely aligned with AISG’s mission and visions. Key components included:
Strong emphasis on brand positioning and brand strategy to clearly define AISG’s unique value and differentiate it in a competitive market
Detailed audience segmentation identifying emotional drivers for families, students, and staff
Development of a multi-channel content strategy integrating social media, email campaigns, events, and community storytelling
Creation of a storytelling framework emphasizing AISG’s impact on student growth, empowerment, and global citizenship
A key focus on integrating a tailored Chinese market strategy to ensure cultural relevance and resonance across local platforms and audiences
Collaboration with AISG’s marketing and admissions teams was central, allowing us to co-create measurable goals and a phased implementation plan focused on immediate wins and sustainable growth.
Key Touchpoints
Audience-Driven Messaging: Crafting tailored content that speaks directly to the motivations and concerns of diverse stakeholder groups
Integrated Multi-Channel Approach: Coordinating digital, social, and offline channels to maintain consistent brand voice and maximize reach
Emotional Storytelling: Showcasing authentic stories of student achievements and community impact to foster connection and trust
Strategic Community Engagement: Leveraging events, alumni networks, and caregiver participation to deepen the school’s relational reach
Chinese Market Integration: Aligning messaging and content specifically for Chinese social platforms and cultural nuances to maximize impact
Performance Metrics & Adaptability: Establishing KPIs and feedback loops to measure success and refine tactics dynamically
Outcome
The marketing plan provided AISG with a clear, strategically grounded roadmap to elevate brand visibility and strengthen stakeholder relationships. The project has recently completed, and we look forward to sharing updates on measurable outcomes as AISG implements the strategy.