"Redefining word of mouth" in the context of recruiting prospective parents for an international school could involve shifting the traditional understanding of word of mouth from simply informal communication between individuals to a more intentional and strategic approach. Instead of relying solely on spontaneous recommendations, it might involve actively cultivating positive narratives about the school, leveraging social networks, and implementing targeted referral programs to amplify the school's reputation and attract new families. Essentially, it's about redefining how word of mouth operates as a deliberate tool for recruitment rather than just a passive phenomenon. In this session we will discuss how NIST International School (Bangkok, Thailand) strategically use the power of word of mouth in recruiting new students as well as retention.