Location-based marketing is a powerful tool for schools looking to boost visibility and brand awareness. In addition to basic geotargeting deployed on popular digital platforms like Google and Meta, Mobile Location Targeting (MLT), Connected TV (CTV) advertising, and modernized Direct Mail strategies offer more sophisticated and highly-targeted ways for schools to reach prospective families directly in their homes. Let’s take a look at each of these tactics and how schools can leverage them. 

There are a number of digital marketing avenues independent schools should explore to assist with recruiting international students. While in-person travel, virtual fairs, and leveraging education consultants are tried and true and should remain part of your comprehensive strategy, improving your digital marketing footprint is critical to building a pipeline of quality prospects. Here’s how your school can get started on building an international digital marketing presence.

Earlier this year Google introduced an experimental AI search feature called Search Generative Experience (SGE)  via its Labs platform. Combining traditional Google Search with a conversational function similar to Microsoft's ChatGPT or Bing's Copilot, SGE uses AI to synthesize information from the Search Engine Results Page (SERP) into an easily digestible summary at the top of the page, and allows the user to ask follow-up questions directly within Google Search.