Discovery what makes ISB a Uniquely great school

It takes a lot to make a school great - it comes with hard work and a relentless determination to strive for excellence in academics and activities as well as a strong sense of community. All good schools will offer educational and recreational facilities and opportunities for students to excel, discover their interests, and ignite a passion for learning. Truly great schools will do all that and much more - creating those unique extra touches that give students the best possible educational experience as well as lifelong happy memories of their time in school.

Naturally, those of you reading this will recognize these traits in ISB. However, believe it or not, there are still people out there in the world who don’t know what a special place ISB is! It was a task the Marketing department at ISB took to with great enthusiasm, devizing a series of campaigns to help spread the word about our school and help families decide on the right school place for their child. After considerable research, with a goal of finding one key unique selling point (USP) of the school, we finally landed on 10 - with none feeling any more important than the others. It is quite remarkable to find that many unique aspects of a school, anywhere in the world.

Students and staff participated in a series of photoshoots to create campaign posters and what a joy it was to work with a group of enthusiastic, confident individuals who truly embodied each of our USPs. The story of the campaign was to show how ISB (depicted by the warm glow of the ISB triangle) surrounds every member of our school community - not dominating, but supporting, encouraging, and uplifting. Harriett Gething, Director of Marketing, Communications and Alumni says “I realize that I had been, most probably, inspired by a TV advert that I often saw as a young child - the ‘Ready Brek kid’ - who has a warm glow after eating a hearty cereal!”

We launched the campaign in February of 2022 with giant posters at the front gates, pyramid poster units across campus, and a whole host of digital advertizements, blog posts, and stories. To add the fun ‘experiential’ piece of the marketing campaign, we commissioned an interactive neon triangle sign and encouraged the ISB community to get involved, become ‘#uniquelyISB’ and post to their favorite social media channels. When we spotted these posts, we rewarded them with cool hats and sunglasses! Members of staff, nominated by their peers for being ‘#uniquelyISB’ also received #uniquelyISB t-shirts to wear on campus with pride.

And the result? To date, this campaign has proved to be highly effective helping to drive almost 9,000 visits to our website’s Admissions section in the second semester alone and gaining almost 100 additional new students in August 2022. We are so pleased to see more families discover first hand, what makes ISB unique.