Session Description: Word of mouth is often seen as a spontaneous and organic phenomenon, but in reality, it can—and should—be a strategic tool for independent schools. In this session, we will challenge the traditional notion that word-of-mouth marketing is beyond our control, instead redefining it as an intentional approach that actively shapes positive narratives, leverages social networks, and implements targeted referral programs to amplify a school’s reputation and attract new families.

Using real-world examples from NIST International School (Bangkok, Thailand) and Seoul Foreign School (South Korea), we will explore how schools can maximize authentic storytelling and structured community engagement to drive enrollment and retention. We will share strategies for normalizing and sustaining word-of-mouth initiatives, demonstrating how a well-designed approach can turn parent advocacy into one of the most powerful tools for school growth.