Many people see the admissions process at international schools as a series of steps: filling out forms, going on tours, answering questions, and making decisions. But families don't often remember a process; they do, however, remember how they felt.
Over the past year, I have learned that the most effective admissions work does not begin with an application. It starts with a mindset. When admissions, marketing, and communications work together as one team, the school experience shifts from transactional to relational. The focus changes from just filling seats to building trust, a sense of belonging, and a long-term commitment.
At the International School Yangon (ISY), we decided to rethink how families perceive and engage with us from the moment we make first contact. Instead of operating as separate departments, admissions, marketing, and communications began meeting regularly to plan and shape a single message. This alignment has made how we talk about our school clear, consistent, and purposeful.
One of the first things we did was to make the arrival experience more engaging. Campus screens now show a welcome message to families. Our security staff know the names of the parents who come to visit and greet them by name. This small change made the visit feel very different right away. Families didn't feel like they were just passing through anymore. They felt that they were expected.
We also changed our campus tour. Instead of delivering a standard script, we now ask families questions before their visit. What matters most to you in a school? What are you hoping your child will experience? What are your priorities as a family? This enables us to personalize the tour based on what is meaningful to them rather than what we assume they want to hear. Each visit has become more personal, purposeful, and relevant.
We reimagined our school admissions video so that students now lead. Parents see the school through the eyes of learners, hearing their stories and experiencing their daily life. This has been one of our most powerful storytelling tools because it reflects the school as it truly is.
Small things began to matter. We made the admissions application process easier so that it felt more welcoming than stressful. Families receive short, easy-to-read flyers relevant to the school divisions and key program areas they are interested in as a takeaway at the end of their visit. These materials help families remember what they have seen and heard. We also take a picture of each family that visits as a personal reminder of their time with us, and we give a small gift bag as a thank-you. These simple but purposeful actions show families that you care about the important choices they are making.
Through this journey, we have learned that admissions is not just about applications; it is about relationships. Marketing is not just about promotion; it is about storytelling. Communication is not just about information; it is about connection. When these three areas work together, schools move to really showing who they are as a community. Families do not just see a campus. They experience a culture.
The way people see, trust, and choose our school has changed because of our integrated approach. It has also changed the way we work together. Our team is more connected and more strategic in our work every day. We are no longer different departments; we are partners in all that we do.
This work is part of an approach we have nurtured this year, which we call the “inside-out approach.” When we care for our culture, our people, and our mission, the message we send becomes real. When the message is real, families don't just pick a school; they choose a whole community.
Sandy Sheppard is the Director of Advancement at ISY.
