Why – and how – the counselling team and school marketing department should work together

In a K-12 international school environment, the synergy between the school’s marketing office and the college counselling team represents a powerful alliance. Working together, these two departments can enhance institutional reputation, support student success and facilitate seamless transitions to colleges and universities worldwide.

This collaboration not only promotes the school’s unique offerings (useful for attracting families), but also highlights student achievements (useful for applying to college or university).

Here, I recommend strategies that bring out the mutual benefits of working together on shared goals.

1. Highlighting student achievements and success stories

Strategy: collaborate closely to showcase student achievements and success stories that exemplify the school’s academic excellence and holistic development.

Implementation: develop joint campaigns that spotlight graduates’ accomplishments, leadership experiences and impactful projects. Use a variety of platforms, such as the school’s website, social media channels, newsletters and alumni networks to share compelling narratives.

Benefits: by highlighting these achievements, both teams reinforce the school’s reputation and attract prospective families. The marketing office promotes the school’s record of producing well-rounded graduates, while the college counselling team demonstrates the outcomes of the school’s education journey, and the team’s guidance and support.

2. Creating educational content and workshops

Strategy: collaborate on producing informative content and workshops that educate students and parents about the college application process and career readiness.

Implementation: develop joint webinars, workshops and resource materials that cover topics such as college essay writing, standardised testing strategies, financial aid options, and career exploration. Ensure that content is informative, engaging and accessible across digital platforms.

Benefits: by pooling expertise, both teams provide valuable guidance that enhances students’ preparedness for higher education. The marketing office increases engagement by showcasing these resources to prospective families, reinforcing the school’s commitment to academic excellence and student support. At the same time, the college counselling team positions itself within the parent community and the senior leadership team.

3. Enhancing digital presence and engagement

Strategy: optimise digital platforms to effectively communicate the school’s values, academic offerings, student achievements and college counsellors’ achievements (and professional development).

Implementation: collaborate on creating interactive virtual tours, student testimonials and alumni success stories that highlight the school’s global perspective and diverse community. Use SEO strategies and analytics to tailor content that resonates with target audiences.

Benefits: together, both teams bolster the school’s online presence and attract prospective families by showcasing student accomplishments and the supportive learning environment. The marketing office enhances visibility, while the college counselling team reinforces the school’s reputation as a launchpad for academic and personal growth.

4. Building partnerships and alumni relations

Strategy: foster partnerships with colleges, universities and alumni networks to strengthen pathways for student placements and professional opportunities.

Implementation: Collaborate on organising college fairs, virtual visits and networking events that connect students with admissions representatives and successful alumni. Highlight alumni achievements and career pathways to demonstrate the school’s impact on student outcomes.

Benefits: by cultivating these relationships, both teams expand opportunities for students’ academic and professional advancement. The marketing office promotes these connections to prospective families, underscoring the school’s commitment to nurturing future leaders and global citizens.

The close collaboration between the marketing office and the college counselling team is not only mutually beneficial but is integral to the shared goals of promoting student success and enhancing institutional reputation.

By highlighting student achievements, creating informative content, optimising digital engagement and fostering strategic partnerships, these teams amplify the school’s value proposition and prepare students effectively for higher education and beyond.

Emphasising their common objectives and drawing on their respective strengths, the marketing office and the college counselling team contribute to a cohesive approach that supports students’ academic journeys and reinforces the school’s position in the international school market.