Design Experiential Marketing to Support Your Mobile Families
Date & Time
Thursday, September 19, 2024, 11:45 AM
This workshop introduces two practices that have yet to be explicitly connected: transitional support and experiential marketing. The goal of this session is for participants to get a firm understanding of what Experiential Marketing is and why it is the best form of marketing to support mobile families, cross-culture kids, and third-culture kids. Workshop Intro: Participants will be involved in a roleplay where they are a potential family deciding between two international schools in the same city. While 'visiting' the first school, they listen to a short presentation of the school from the admissions team member. Then, at the second school, rather than just listening to a presentation about the school, the workshop participants get to experience a hands-on activity to introduce them to the kind of learning their child/children will enjoy at this school. After this roleplay, workshop participants will analyze which of the two school experiences was most helpful. The goal is for enrollment professionals and school marketers to see the difference between experiential marketing and standard one-way marketing. For part two of the session, workshop participants will be introduced to the main principals of transitional support and experiential marketing. We will blend these principals together to design school tours. Allocate 20 minutes to design a school tour that aims to incorporate all 5 senses. Each person/small group will make a poster to help visualize their tour experience. Allocate 20 minutes to presenting their tours. Wrap up: Invite questions and brainstorm more ideas for experiential marketing/transitional support.
Location Name
Hampton (3rd Floor)
Full Address
Sheraton Boston Hotel
39 Dalton Street
Boston, MA 02199
United States
International Schools, Culture and Belonging, Marketing and Recruitment of New Families
Annual Conference Session Type
Concurrent Session (1 Hour)