Core Insights - The main focus of international schools is shifting from middle-class families to asset families, who have more stable economic foundations and clearer demands [1] - As the target audience changes, the promotional strategies must also adapt to effectively engage asset families [1] Group 1: Current Promotional Strategies - Current promotional methods primarily rely on social media platforms and online advertising, collectively referred to as "traffic play," which increases visibility among parents [1][2] - These strategies are essential for new schools to establish a presence and attract initial interest from families [2][4] - However, for asset families, mere exposure through traffic play is insufficient; deeper trust-building channels are necessary [5] Group 2: Limitations of Current Strategies - Traffic content often lacks specificity and may not reach the intended asset families, resulting in ineffective engagement [6] - The content's credibility is questionable, as parents find it difficult to ascertain the authenticity of the school's portrayal online [6][8] Group 3: Effective Channels for Asset Families - Asset families prefer recommendations from familiar sources and community connections, making targeted channels crucial for outreach [9] - High-end communities serve as precise pools for asset families, where schools can engage through local events and activities [9][10] - Collaborations with banks and financial institutions can provide trust through association, enhancing the school's credibility [11][13] - Participation in exclusive clubs and associations allows schools to integrate into the asset families' social circles, fostering organic recommendations [14][15] Group 4: Building Trust and Community - Schools should leverage existing parents as advocates, creating opportunities for them to share positive experiences with potential new families [15] - Establishing a reputation within the asset families' circles is vital, as they value peer recommendations highly [15][16] - Ultimately, schools must focus on being seen as trustworthy choices within the asset families' networks to capture new opportunities [16]