Case study: Enhancing UK Boarding School Recruitment with a Strategic Onboarding Approach
Client: Enrollment Management Association (EMA)
Project Focus: UK Boarding School Onboarding to Recruitment Fairs
Overview
In 2024, Enrollment Management Association (EMA) sought to increase participation and distinguish itself as the leader in international student recruitment for UK boarding schools. The project was designed to support onboarding for an upcoming recruitment fair through both online and offline tactics. EMA engaged us to help develop and implement a targeted strategy that would elevate their reputation, highlight their unique value propositions, and position their services above competitors in the highly competitive international recruitment market.
Project Objectives
Distinguish EMA as the leading organization for international recruitment by positioning them as the most trusted source for schools and families.
Drive participation and engagement in the upcoming UK Boarding School Recruitment Fair.
Highlight EMA’s superior care, support, and network connections, setting them apart from competitors.
Approach
Market Assessment
Conducted extensive market research to understand the current landscape of international recruitment for UK boarding schools.
Segmented the target audience into key groups: schools, agents, parents, and students.
Identified key pain points within competitor offerings, such as a lack of personalized care and comprehensive support.
Value Proposition Identification
Positioned EMA as not just a recruitment body but a community builder with deep insights into the international education space.
Emphasized EMA’s role as a connector of schools to top-tier candidates through data-driven insights and industry knowledge.
Promoted EMA’s reputation as a trusted advisor that offers personalized onboarding and care throughout the recruitment journey.
Strategy Development
The marketing strategy was structured around four core pillars:
1. Reputation & Credibility
Objective: Establish EMA as a thought leader and trusted name in international recruitment.
Key Tactics:
Boost EMA’s reputation by partnering with prominent industry bodies and leveraging these alliances in communications.
Segment communication based on audience type (schools vs. agents) to increase relevance and trust.
Feature testimonials and success stories from schools that have seen results through EMA’s efforts.
2. Quality & Trust
Objective: Highlight EMA’s trusted services and ensure participants feel confident about engaging with the recruitment fair.
Key Tactics:
Develop social marketing initiatives that tap into the influence of the education community, using testimonials and case studies.
Onboarding social packages that provide personalized onboarding support to every participant.
Influence-based community building through shared experiences and engaging storytelling.
3. Support & Care
Objective: Ensure that EMA is seen as the most supportive and reliable recruitment partner.
Key Tactics:
Bridge gaps by offering supportive services that competitors lack, such as personalized onboarding, a community for agents, and value-added recruitment services.
Emphasize personalized communications with schools and families, tailoring touchpoints to their needs and expectations.
Establish EMA as a community creator through exclusive events, webinars, and virtual meet-ups.
4. Insights & Research
Objective: Position EMA as the expert in recruitment, providing schools with actionable insights.
Key Tactics:
Leverage EMA’s industry knowledge to create data-driven content that schools can use to refine their recruitment strategies.
Develop white papers and reports based on market research, reinforcing EMA’s position as an authority in education recruitment.
Build connections by showcasing EMA’s network of schools, agents, and families, helping schools understand the power of EMA’s reach.
Advised Implementation
Digital Marketing:
Develop a multi-touchpoint funnel using social media, email, and the EMA website to guide prospects from awareness to onboarding.
Create a series of webinars and virtual meetups to showcase EMA’s expertise and connect directly with participants.
Implement targeted social campaigns, focusing on trust, reputation, and value-add services, aimed at both schools and agents.
Offline Tactics:
Host exclusive, invite-only dinner events with key stakeholders, such as alumni, agents, and prospective schools, to foster trust and build relationships.
Participate in networking events and educational fairs, where EMA could showcase its strengths and expertise in recruitment.
Expected Outcomes
A significant increase in inquiries and onboarding for the recruitment fair.
Stronger brand presence for EMA in the UK and international education sector.
Enhanced trust and reputation for EMA among UK boarding schools, agents, and families.
Conclusion
This case study highlights EMA’s strategic approach to positioning itself as the go-to organization for international student recruitment. By emphasizing care, trust, and expertise, the strategy is designed to elevate EMA’s standing, distinguish them from competitors, and drive participation in the recruitment fair.