We are delighted to invite UK boarding schools to participate in our UK Boarding Schools Marketing Campaign 2019.

This integrated campaign aims to showcase UK boarding schools to targeted audiences through print and online channels.  With interest in boarding schools growing in Japan, this campaign represents an excellent opportunity for UK schools to raise profile and reach key influencers including parents, agents, and school counsellors.

Benefits of participating

• Reach a growing market
  The boarding school market in Japan has shown strong growth in recent years with the number of Japanese students at UK independent schools increasing 59% between 2013 and 2017.
• Raise brand awareness among key influencers
  This campaign is aimed at parents, agents and school counsellors – all key influencers in the boarding school sector.
• Association with the British Council:
  British Council has a long-established reputation 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
  The campaign utilizes a variety of online and print channels making this a cost-effective way of building brand awareness among target audiences and maximizing the exposure of your school without having to travel to Japan.

Market Background

Growing interest in Japan in UK boarding schools is reflected in the latest Independent Schools Council (ISC) Census published in April 2018, as well as Tier 4 Child Visa issuances for 2017.

2018 ISC Census

• 16% increase in total number of Japanese students studying at ISC schools (2017: 924, 2018: 1,068)
• 17% growth in the number of Japanese pupils, whose parents live in Japan, studying at ISC schools (2017: 336, 2018: 392)
• 22% increase in the number of new Japanese pupils, whose parents live in Japan, studying at ISC schools (2017: 128, 2018: 156)
• 15% growth in the number of Japanese pupils, whose parents live in the UK, studying at ISC schools (2017: 588, 2018: 676)

2017 Tier 4 Child Visa Issuances

• 15% increase in 2017 (2016: 251, 2017: 289)

The upward trend in the market can be attributed to a host of factors.  A growing awareness in Japanese society of the importance of gaining study abroad experience from a young age is a key driver, as is wider awareness and understanding of the IB and A-Levels, both of which have received increased media coverage in recent years.  Meanwhile, government support for study abroad through the Tobitate scholarships programme and wider demands from industry for graduates with ‘global skills’ are also helping to boost interest in overseas study. 

Campaign Format

This is an integrated campaign featuring print promotion through the UK Boarding Schools Guidebook 2019 and digital promotion via Study UK online channels.  

*Profile page will consist of:

• General information (school name, logo, contact details, gender profile, student number, school fees etc.)
• Brief information on the institution (up to 150 words)
• Up to three photographs (the British Council will select 1-3 images that best fit the space)

Institutions will be asked to complete a profile template, the contents of which will be translated into Japanese by the British Council. The British Council reserves the right to edit the content should the profile exceed the word count.

About the UK Boarding Schools Guidebook 2019

• Dimensions: W182mm x H257mm
• Language: Japanese
• Total pages: approximately 36, full colour
• Print run: 2,000 copies
• Shelf life: 1 year (from late-February/early March 2019)
• Contents:
• 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 participating UK boarding schools 

Distribution

Printed Version (2,000 copies)

• British Council Japan student-facing events including our Study UK Exhibitions
• British Council Japan agent-facing events
• Postage to local study abroad agents on request
• British Council front of house display
• Events organized by schools / local authorities

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:

• Study UK e-newsletters
• The British Council corporate e-flyer, Facebook and Twitter accounts
• The British Chamber of Commerce in Japan weekly newsletter
• Other external channels provided by partners

Reference Material

• 2018/19 edition: https://issuu.com/bceastasia/docs/boarding-school-guidebook-2018-19?_ga=2.23769593.2135856387.1540431621-635434413.1472182499