Discerning parents
With so much choice internationally, particularly in premium markets, parents are becoming increasingly discerning, and sensitive to the ‘fake designer handbag’ which appears to be the genuine article until you get close to it. A state-of-the-art building and a well-known name may help in attracting parental attention, but these are only small aspects of what families are seeking. Value for money and an excellent education should be a given but it is worth considering what is offered beyond this. Exchanges with the home school can be very popular, as can the possibility of access to a network of alumni. Some families, and partners, may be looking for the home school to endorse/certificate alumni as their own – a tricky thing for any school to achieve at a distance of several thousand miles
The brand in a new context
Should the school lean into the perception of ‘Britishness’, or should it flex to embrace local culture, by offering a curriculum which follows international best practice, leading to qualifications which are a passport to universities worldwide whilst embracing the distinctiveness of the host country? This is not simply a nod to local high days and holidays with a smattering of language instruction to ensure the school meets its licensing requirements, but a genuine engagement with the culture which aspires to give local families the best of both worlds, whilst ensuring that expat families receive support to understand the country they find themselves in. This has implications for the recruitment of teachers, and the school’s approach to languages spoken in the school. One of the strong appeals of an international education is often the opportunity for children to become proficient in English, but how the school deals with the speaking of other languages inside and outside of lessons can be a key factor in attracting, or discouraging, families from joining.
Price point
These questions then relate to the establishment of schools in cities and regions other than those where high numbers of expats and a significant amount of disposable income supports a premium fee level. As international school providers, should our focus be on providing the best possible education at the right price point for a local population, to ensure that we help to level the playing field with respect to access to global universities for the widest segment of the population possible?