Three Essentials for Marketing Success in International Schools
As I step into freelancing for the first time in my creative career, I’ve spent a lot of time reflecting on my years of in-house experience. From schools to nonprofits, I’ve tackled everything from graphic design and photography to website management, content writing, and marketing strategy. I’ve prided myself on my multidisciplinary skills, but one day it dawned on me: many potential employers assumed all creative work fell under the same umbrella, expecting one person to manage and know everything—websites, social media, design, and more—all on an entry-level salary. It’s not just unrealistic; it highlights a misunderstanding of what creative work entails.
I don’t write this as a complaint of expectations. It’s a broader symptom of how creative work is perceived, especially in environments like schools. In-house marketers often answer to people who don’t fully grasp the time, skill, and focus required for tasks like crafting a graphic animation, splicing together a video, or designing a cohesive visual identity. At the same time, creatives aren’t always attuned to the pressures administrators face—budgets, time constraints, and parent feedback, to name a few. It’s less about assigning blame and more about finding alignment: understanding how to collaborate effectively to meet shared goals.
In-house marketing teams can be incredibly effective for schools, as they deeply understand the nuances of the brand. But even the best in-house teams can learn from agency models, where clear boundaries on revisions and decision-making drive efficiency. The challenge is finding the right balance between creative expertise and administrative expectations. This is where intentionality becomes critical.
Introducing the Exposure Triangle
In my reflection of my time in-house, I’ve identified three key areas essential to in-house marketing success: brand strategy, collaboration between administration and creatives, and project management. These elements are interconnected, much like the exposure triangle in photography, where aperture, shutter speed, and ISO must be balanced to capture the perfect image. If one setting is off, the photo might be blurry, too dark, or grainy. Similarly, in-house marketing requires fine-tuning these areas to fit the unique needs of each school.
What’s Coming in This Series
nternational schools have played a pivotal role in my family’s life, and I feel I can give back by helping with their marketing challenges. This series explores how schools can calibrate these three elements for marketing success:
Part 2: Aperture – Defining Your Brand Strategy: Aperture controls focus and depth of field in photography, representing how a well-defined Brand Strategy sharpens focus on a school’s core values, brand personality, and purpose. Read More
Part 3: Shutter Speed – Optimizing Project Management: Shutter speed determines the duration of light exposure, symbolizing the role of timing and efficiency in project management. Read More
Part 4: ISO – Effective Collaboration Between Educators and Marketers: ISO adjusts a camera’s sensitivity to light, bridging the gap between aperture and shutter speed. Similarly, strong collaboration connects strategy and execution, ensuring cohesive and adaptable marketing efforts. Read More
