In education marketing, visibility is survival. The schools that treat content, lead generation, and communication as “nice-to-have” luxuries die quietly — unnoticed by parents, outpaced by competitors, and buried under tuition discounts they can’t afford.

Because in 2025, if you're not turning your school into a full-time media machine with automated lead capture and conversion, you're not enrolling students — you're writing your own obituary.The Context: An IB School in a Price-Sensitive Market

TISA is a private school offering the International Baccalaureate (IB) curriculum, with campuses in Leiden (Netherlands) and Lisbon (Portugal). While the Dutch campus benefited from government support for private education, the Lisbon campus entered a more difficult landscape — one where free public schools dominate, and tuition fees are met with scrutiny.

To succeed in Lisbon, TISA needed more than a reputation — it needed a full-scale digital marketing and lead generation engine tailored to a discerning audience.

Our Objectives

• Drive awareness and enrollment for the Lisbon campus

• Build and maintain social media presence that reflects the school's character

• Improve lead generation through online campaigns and school events

• Automate communications through chatbots and email marketing

• Rebuild and optimize the school website for conversion

The Core Challenges

1. No In-House Marketing Team

The school had no internal marketing resources. Content creation, lead response, and digital strategy were virtually nonexistent. Our team had to step in as a full-stack marketing department.

We built a system for:

• Collecting daily photos and updates via teacher WhatsApp chats

• Editing and curating content into social media assets

• Managing publishing calendars and engagement loops

2. Explaining the IB System Clearly

The IB program is rich and rigorous — but hard to explain to parents used to local curricula. We invested time in learning the educational model so we could communicate its advantages clearly and concisely through posts, visuals, and on-site copy.

3. Outdated Website = Low Conversion

The school's website lacked both structure and conversion logic. We completely redesigned the site, building a hierarchy that guides users through:

• What makes the school different

• What outcomes families can expect

• How to book a tour or consultation

We also added language toggles, optimized for mobile, and installed lead-tracking systems.

4. No One Handling Leads

When school staff were unavailable, no one followed up with incoming inquiries. We introduced:

• Chatbots with pre-programmed flows

• Email automations tailored to enrollment stages

• Call scripts and lead management, handled by our team

This avoided drop-offs during busy admissions periods.

The Results

• Cost per qualified lead dropped to €2–5 — for a school with €1,500/month tuition

• 100+ qualified leads generated during the campaign period

• Site conversion rate increased significantly after the redesign

• Automation improved response time and kept leads warm

• Consistent content built trust and showcased real school life

Educational Takeaways: What Other Schools Can Learn

1. No content = no trust. Parents want to see daily life, not just brochures. Use social media as a window into your values and classroom reality.

2. Your website is not a digital flyer — it’s your best salesperson. It must be fast, clear, mobile-optimized, and conversion-focused.

3. Explain your value in their language. If your curriculum is unique (like IB), simplify it. Don’t expect parents to research on their own.

4. Don’t wait for inquiries — design systems to nurture them. Chatbots, automations, and lead follow-up aren’t luxury. They’re survival tools.

Need More Families to Discover Your School?

If your school is doing great things but no one knows about it, you’re not alone.
We help international and private schools turn content, websites, and automation into full-fledged marketing machines that drive real enrollment.

Let’s grow your school the smart way https://tally.so/r/3jElgx

FAQ

We don’t have a marketing team. Can you act as one?
Yes — in this case, we handled strategy, content, automation, lead calls, and design.

Can you create content if we’re busy teaching?
We can. We build systems to collect photos and updates from inside the school with minimal disruption.

How long until we start seeing leads?
Usually within 2–3 weeks of launch, depending on your location, audience, and channels.

What if we don’t know how to explain our program?
That’s our job. We dive deep into your curriculum and turn it into clear, parent-friendly messaging.

Do you work with other international schools?
Yes — especially IB, bilingual, and innovative private schools across Europe and beyond.