The guidebook aims to showcase the quality and variety of boarding schools in the UK and to promote specific UK boarding schools to targeted audiences. It will be published in February 2018 and we are offering up to 24 schools space to promote their institution. The guidebook will be widely distributed at British Council Japan student-facing events throughout 2018 including our flagship Study UK Exhibitions.

Target Audience

• Parents (key decision makers in Japan)
• Key schools and education authorities
• Agents
• General public

Market Background

• 138% increase in the number of Japanese pupils to UK boarding schools from 2013/2014 (670) to 2016/2017 (924)
• In 2016, 924 Japanese pupils in total (+2% against 2015) at UK boarding schools. 69% of whom (588, +13% on 2015) are those whose parents live in the UK. This is supported by the presence of Japanese businesses in the UK, with 1,021 Japanese companies having UK offices.

About the Guidebook

• Dimensions: W182mm x H257mm
• Language: Japanese
• Total pages: approximately 36, full colour
• Print run: 2,000 copies
• Shelf life: 1 year (late-February 2018 to late-February, 2019)
• Contents of the guidebook 
• An introduction to UK boarding schools highlighting strengths and attractions (article prepared by the British Council)
• Message from the British Ambassador to Japan (article prepared by the British Council)
• A map of the UK to show the location of the participating schools (prepared by the British Council)
• Profiles of 24 participating UK boarding schools  
• Each profile page will consist of:

General information (school name, logo, contact details, gender profile, student number, school fees etc.). The British Council will provide a template for schools to complete.

Brief information on the school (up to 150 words).

Up to three photographs of the school/students (the British Council will select photograph(s) that best fit the space)

What are the benefits for participating schools?

• Reach a targeted audience in Japan:
  Interest in boarding schools has been growing at recent British Council Japan events. Of 773 participants at our Study UK Japan Exhibition 2017 (held on 21 Oct 2017), 114 visitors indicated their interest in pre-university academic (eg A-Levels, IB) and/or boarding school education (up from 99 visitors in 2016). Meanwhile, our first “UK Boarding School Information Session” held on 22 Oct 2017 was attended by around 70 visitors. Exhibitors at both events reported a good number of high quality enquiries from prospective students (and their parents) thinking seriously about studying in the UK.
• Enhance recruitment and partnership opportunities: 
  There are few Japanese-language publications on UK boarding school education in Japan, hence this publication will be widely utilized by local study abroad agents and schools as a guide when counselling students/parents. Agents and schools will also use the guide as a means of identifying potential partner schools in the UK.
• Association with the British Council: 
  British Council has a long-established reputation among parents and school teachers in Japan for the provision of trustworthy and reliable information on study opportunities in the UK.
• A cost-effective method of reaching a wide audience through multiple channels:
  Hard and soft copies of the guide will be marketed widely through the British Council’s promotional channels making this a cost-effective way of raising awareness and maximizing the exposure of your school without having to travel to Japan.

Distribution

Printed Version (2,000 copies)

• British Council, Japan student facing events including our flagship Study UK Exhibitions (October 2018, March 2018) Total estimated distribution: 800
• British Council, Japan agent facing events Total estimated distribution: 150
• British Council, Japan school teacher facing events Total estimated distribution: 200
• Postage to local study abroad agents on request Total estimated distribution: 150
• British Council front of house display Total estimated distribution: 300
• Local events organized by schools / authorities Total estimated distribution: 400

Online Version

An on-line version of the guidebook will be available on the British Council Japan website in easy-to-view PDF format for one year. The link will be advertised widely through:

• The British Council corporate e-flyer (11,000 subscribers), Facebook (15,000 likes) and Twitter (13,300 followers) accounts
• The British Chamber of Commerce in Japan weekly newsletter (900 subscribers)
• Study UK e-newsletters (2,500 subscribers)
• British Council Teaching Centre e-newsletters (3,100 subscribers)

Advertising Option

• One profile page: £600*

*translation fee and artwork inclusive
Price is exclusive of applicable VAT

Reference Material

• 2017/18 edition: https://issuu.com/bceastasia/docs/boarding-school-guidebook-2017-18

Production schedule

• Deadline for booking space: Wednesday 20^th Dec 2017
• Deadline for text/images: Friday 29^th Dec 2017
• Publication: March 2018