Under the dual promotion of the wave of globalization and the internationalization of education, the number of international schools in China has continued to expand at an average annual growth rate of more than 10%. As of 2023, the total number of dual-language schools and international schools across the country has exceeded 1,300, covering more than 500,000 families. In the face of fierce market competition, how to accurately reach the high-value parent body and differentiate the brand image of a differentiated structure through the WeChat Public Number has become a strategic high ground that international education institutions must conquer.
Build solutions for international schools and dual education public numbers
The professional WeChat Public Account Development company Infocode Blue Information Technology will conduct in-depth exploration of solutions to international schools and dual-language education public accounts.
Accurate positioning: a sudden battle from “pan-education” to “vertical scene”
International schools operate on WeChat public numbers, and they are absolutely simple information transported. Funny positioning and content homogeneity are the core elements of 80% of the same accounts that are trapped in traffic dilemma. Data shows that when parents choose international schools, course system matching (68%) and graduate student advancement outcomes (72%) are the primary considerations. This means that the account needs to focus on three core scenarios:
Course Analysis: IB/AP/A-Level Course Comparison Pictures, paired with reading student visits and actuals
Advancement Plan: Overseas prestigious universities can report data acquisition by visualizing reports, Ivy League Instructor Column
Cultural Integration: Intercultural Teaching Cases of Chinese and Foreign Teachers, Global Project Reality of Student Society for Students
By establishing a “Decision-Supported Content Matrix“, the public number is transformed into a parent’s educational think tank, rather than a single pure information announcement column.
Content strategy: Use “dual story” to break the propagation wall
The particularity of international schools lies in their double cultural attributes. It is recommended to use “3:7 golden ratio” – 30% English content to serve foreign families, and 70% Chinese in-depth reading meets the needs of local families. For example:
“A Day in the Life” series vlog: Foreign teachers in English record class innovation, synchronously configure Chinese subtitles and key teaching concept interpretation
Advancement Guide Manual: Chinese-English Comparison Version Overseas University Application Guide, embedded in the visit video of the admissions officer of the college
This layered penetration strategy can not only strengthen the organization’s international genes, but also avoid user loss caused by language barriers.
Interactive Design: Key Touches for Constructing OMO Closed Ring
The development of WeChat public numbers is often severely underestimated. A certain double-language school has increased the consultation conversion rate by 3 times through the custom menu structure:
Intelligent Testing System: Embed MAP/SSAT self-appropriate test question database to generate personalized learning diagnosis
VR Campus Navigation: 360-degree landscape display experiment room, art center and other specialty venues
Activity Registration Chinese: Opening Day reservation, summer camp channel and course trial jump
What is more worthy of attention is the in-depth application of template messages. When the user completes online consultation, the system automatically pushes the “Guidelines for International Education Pit Avoidance” that matches their browsing records, shortening the conversion cycle by 40%.
Data drive: From traffic to user asset sinking
International education decisions have the characteristics of long-term and high intervention. It is recommended to establish a “User Growth Value System“:
L1 Potential User: Push free e-book “20 Key Questions about Choosing International Schools”
L2 Intention User: Unlock the exclusive “Niujian Record and Retrieve Student File Library”
L3 high-value user: Invite to join the private domain parent Zhikuan Society
Through the background tag management system, we can identify users’ content preferences (such as STEM education/art training) and decision stages (information collection/comparison evaluation) and achieve content push with thousands of people. A Shanghai International School uses this model to reduce the annual enrollment cost by 27%.
Visual Revolution: Information Transmission and Upgrading of the Text
In the era of information delivery, brand communication of international schools urgently needs visual upgrade. You can refer to the following innovative forms:
Mobile Information Picture: Use 3 minutes of animation to disassemble the evaluation logic of the IB course TOK module
Data News: Interactive maps showcase the global distribution and professional selection trends of graduates in the past five years
Volunteer spokesperson: Create a discerning animation IP image and regularly interpret campus news
These measures can not only improve the efficiency of content dissemination, but also shape the organization’s technical and forward-looking image.
The WeChat public operation of the International Education Competition is essentially an integrated experience of the integration of educational value and business wisdom. Only when the content deeply matches the core concerns of parents and transforms technical tools into “outer brains” that help decisions can the brand truly build an irreplaceable cognitive protection city in the minds of users. According to third-party monitoring, the institutions that continue to implement the above strategies have public user stickiness (monthly average opening rate) that can reach 2.3 times the industry average, potential customer conversion efficiency increases by more than 60%. This mark proves a truth: in the field of elite education, precise content can be far more penetrating than broad network marketing.
For more information about WeChat Public Developer, or if you want to know about the public fee, please contact Blue Customer Service.
