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International schools generated $67.3 billion USD in annual fees as of January 2025, up 22% since 2020 according to the Enrollment Management Association, and the Admissions Managers in the 15,000 international schools around the world that play a huge part in generating this revenue work in a competitive field!  Since fee income from enrollment is the primary or only revenue stream for many schools, admissions performance is tightly linked to viability and investment capacit

Schools often separate marketing, communications, and admissions, which leads to fragmented messaging and missed opportunities. When these functions work together as one cohesive team, schools tell a clearer story, build stronger community trust, and create a more consistent and effective enrolment journey from first enquiry to enrolment and beyond.

When schools face admissions difficulties, it can be tempting to look outward for solutions, such as investing in costly advertising campaigns or hiring outside agencies. While these approaches may bring short-term visibility, they can distract from what truly matters: building trust within the community by strengthening internal relationships and promoting key strengths. These are the strongest messages we can convey to prospective families.