While boarding schools are less common in Asia, we can all learn from the strategy behind an initiative of TABS, The Association of Boarding Schools, called the North American Boarding Initiative (NABI).
SchoolHouse Summary: TABS serves around 250 boarding schools in North America and provides professional training and research about the boarding school experience. Megan Cartier talks with Rob Norman about this initiative, with a goal to increase boarding enrollment by 10% over the next five years. Her background in operations and marketing across media, tech and finance industries inform how she’s developed NABI’s marketing goals. Megan’s experience also shapes how she has developed the strategic branding, messaging, and marketing of the initiative as well. As she positions boarding schools to increase enrollment, she considers the best ways to market to prospective students and their parents.
The questions she considers, from brand building to lead generation, as well as public perception, are critical to ask when developing a marketing strategy for any type of school. All independent schools can learn from the NABI, and apply the skills of communicating the value of the school to their marketing strategy today.
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