Study UK boarding school campaign (North East Asia)

British Council will launch an integrated campaign to help UK boarding schools’ marketing and student recruitment needs in North East Asia markets.

Through the integrated campaign, British Council will help UK boarding schools to:

1. Identify the most targeted audience
2. Communicate messaging that speaks to North East Asia parents and students decision making factors
3. Enhance your positioning, profile and attractiveness in the target markets
4. Boost your international student recruitment numbers
5. Meet new agent partners

Market context

China

The number of Chinese students being educated at British independent schools is growing rapidly. According to the UK Independent Schools Council 2017 census there were over 6,500 students from mainland China studying at UK independent schools, a 6.5% increase from 2016. Chinese mainland students currently make up over 20% of the total number of international students studying at British independent schools. This figured is expected to continue rising as parents not only seek to prepare their children for entry into a UK college or university, but are also recognising the positive benefits a UK independent school education can have on their children from an early age.

Hong Kong

Hong Kong continues to be the global second largest source market for international students to UK boarding schools. UK education, and boarding schools in particular, enjoy a reputation for academic excellence, and parents look to send their students in order to avoid the high pressure local education system. Despite a fall in the youth population in Hong Kong, the number of Hong Kong students in UK boarding schools has increased 2.4% (from 4,621 to 4,731) in 2017, according to ISC report 2018. We expect the market overall will be stable over the next couple of years.

Japan

Interest in overseas boarding schools has been growing in recent years due to a host of factors which include: a growing awareness in Japanese society of the importance of gaining study abroad experience from a young age; wider awareness and understanding of the IB and A-Levels, both of which have received a large amount of media coverage in recent years; government support for study abroad through the Tobitate scholarships programme; and wider demands from industry for graduates with ‘global skills’.   

The market upturn has been reflected in the following recent statistics:

• 39% increase in boarding school enquiries at the British Council’s Study UK Spring Exhibition (held March 2018)
• 16% increase in total number of Japanese students studying at Independent Schools Council (ISC) schools in 2018 (2017: 924, 2018: 1,068)
• 17% growth in the number of Japanese pupils, whose parents live in Japan, studying at ISC schools in 2018 (2017: 336, 2018: 392)
• 22% increase in the number of new Japanese pupils, whose parents live in Japan, studying at ISC schools in 2018 (2017: 128, 2018: 156)
• 15% growth in the number of Japanese pupils, whose parents live in the UK, studying at ISC schools 2018 (2017: 588, 2018: 676)

• 15% increase in Tier 4 Child visa issuances in 2017 (2016: 251, 2017: 289)

Benefits of participating

• Raise your profile through digital and print media reaching a wide audience of prospective students and Influencers.
• Engage directly with prospective students and influencers at face-to-face events
• Generate new links - these campaigns will target not only prospective students and their parents but also teachers and agents. Participating schools seeking new partnerships can take this opportunity to establish links with potential partners.
• Grow and strengthen your agent network

Campaign format

Please refer to the attached PDF file for details.

Participation fees

All fees are exclusive of applicable VAT