Destination: UK Boarding School

02/05/2013

Destination: UK Boarding School

British Council China is very pleased to announce that as part of the GREAT campaign, the British Council will run a dedicated marketing programme called Destination: UK Boarding School to promote the UK boarding school market in China. This is a series of online and offline campaigns which will be run throughout 2013. The campaign aims to increase UK boarding school enrolment rates, promote education-related investments in the UK, and profile UK boarding schools through a series of activities and marketing platforms.

The first activities are now open for you to get involved with:

Activity	Description	How to participate
The 2013 Pre-departure briefing	Dates: 22 June (Shanghai) and 23 June (Shenzhen) Target audience: around 1000 students and parents. What are the benefits for UK boarding schools? Reach highly targeted students and parents Increase your school’s brand awareness among high net worth individuals Raise brand equity and reputation through association with the trusted brands of British Council and Education UK 1 free tweet from British Council official microblog account	Please contact PDB project lead Wendy ZHANG by 31 May 2013.
UK Boarding School Tour for Affluent Chinese Families	Date: the week of 22 July or the week of 12 August 2013 Target audience: Around 30 affluent parents and their children aging from 10 to 15 from China. What are the benefits for UK boarding schools? Reaching highly targeted students and parents Increasing student recruitment Raising your school’s brand awareness among high net worth individuals Raising brand equity and reputation through association with the trusted brands of British Council and Education UK	Please complete the booking form within the attached invitation and return to Jamie Jin by 10 May 2013
The UK Boarding Schools Booklet	The booklet is the key publication for the dedicated campaign ‘Destination: UK Boarding School’ in China. It aims to showcase the attractiveness of UK boarding school education and culture and to promote specific UK boarding schools to highly targeted audiences. It will be widely distributed at 10 boarding school events, reaching 50,000 readers.	Please complete the booking form within the attached invitation and return to Jamie Jin by 1 July 2013
Agent newsletter	The Agent Newsletter is issued twice a year to over 500 licensed education agencies across China, via direct mail, agent visits and other agent relevant events such as agent training, visa briefing, etc. The newsletter is a great opportunity to market your institution to raise awareness and generate demands among agents, and to let the agent proactively contact you. In a word, the Agent Newsletter will provide: 4000 copies directly reach agents Free scholarship promotion in alliance with your ads. One or two free tweets on Sina and QQ micro-blogs (One tweet for half A4 ads, two tweets for advertorial article and A4 advertise)	Please see the attached invitation for more information, and express your interest to Feng Ying as soon as possible.

Look out for further opportunities to engage with a niche group of Chinese audience in 2013 through activities such as

UK Boarding School Tours 2013
UK Boarding School Mission and Roadshows to China
Publications and Video Campaigns
UK Boarding School Virtual Exhibitions

Action Required

Please view for more details on the individual opportunities via the hyperlinks provided.