In an increasingly competitive international education market, schools face a significant challenge: how to authentically showcase their unique qualities to prospective families, particularly those relocating from abroad. With traditional online reviews becoming less reliable and parent forums often descending into negativity, international schools need innovative approaches to communicate their values and culture. Independent, third-party school reviews offer a compelling solution that resonates with parents in ways that data alone cannot.
The Challenge
Imagine talking to a prospective family about your school. You mention how the head of year takes care to check on children looking downbeat, or how the sports coach changed morning swim training so that children don’t skip breakfast or start class with wet hair. Then imagine that same family reading published data, that 60 per cent of the staff hold a master’s degree and children start swimming lessons in year 3. Which do you think will more likely resonate and influence their decision-making process in choosing a school for their child?
These authentic insights are what truly influence decision-making, yet they’re often the hardest elements to convey through traditional channels. This article explores how three leading international schools have successfully leveraged independent reviews from The Good School’s Guide to enhance their global profile and connect meaningfully with prospective families.
Zurich International School
Zurich International School (ZIS) has developed a sophisticated approach to utilising independent reviews as part of their communications strategy. Johann Fulks, Head of Admissions at ZIS, explains their methodology:
“We use independent reviews extensively across all our communication channels. As a well-respected, neutral source, these reviews help amplify our school’s unique characteristics and provide potential customers with another channel to positively shape their impression of our school.”
ZIS treats independent reviews as versatile assets that can be deployed across multiple platforms. Their approach includes:
- Targeted quote selection: The admissions team carefully chooses which review elements to highlight in different contexts, ensuring relevance to specific audiences.
- Cross-channel integration: Reviews appear on their website, social media, admissions materials, and in communications with prospective parents.
- Differentiation focus: They particularly emphasise review content that highlights how ZIS differs from other international schools in the region.
This strategic approach ensures that independent reviews continue delivering value over time, even as staff and student populations change. By thoughtfully integrating review content across their communications ecosystem, ZIS maintains a consistent and authentic narrative about what makes their school special.
Rugby School Japan
As a relatively new school, Rugby School Japan faced the challenge of establishing its reputation and communicating its unique identity. Principal Tony Darby approached the independent review process as an opportunity for reflection and authentic communication:
“Being reviewed was incredibly positive and rewarding for everyone at Rugby School Japan. The process felt natural and engaging rather than a formal inspection. It was a conversation, an opportunity to reflect on what we have achieved so far and where we are heading.”
Rugby School Japan embraced several key strategies during their review process:
- Natural representation: Rather than staging performances or selecting only star students, the school presented itself authentically.
- Inclusive voice: They ensured that reviewers heard from diverse stakeholders, including staff, pupils, and parents.
- Story-focused approach: The school emphasised their journey and vision rather than just their facilities or curriculum.
The resulting review captured Rugby School Japan’s distinctive character and has become an important tool for connecting with prospective families. Tony Darby advises other schools: “Be open, be proud of your story, and allow the reviewers to see what makes your school unique. The experience is one of partnership rather than scrutiny.”
Tanglin Trust School, Singapore
Tanglin Trust School, Singapore recognises that families relocating internationally face particular challenges in school selection. Tom Evans, Director of Marketing, Admissions and Community Relations, explains how independent reviews help address these challenges:
“Choosing a new school is a major decision for parents, especially if a family is moving abroad and choosing a school in a foreign country. What people really want is a recommendation by someone they trust – from friends, from other parents at the school, or from independent school guides.”
Tanglin Trust School has developed several approaches to maximise the value of independent reviews:
- Website integration: They provide direct links to independent reviews on their school website, acknowledging that parents value multiple information sources.
- Complementary positioning: Rather than replacing school tours or direct experience, they position independent reviews as a tool for helping families create their shortlist.
- Trust-building emphasis: They highlight the unbiased nature of independent reviews as part of their commitment to transparency.
By embracing independent perspectives, Tanglin demonstrates confidence in their offerings while helping international families make more informed decisions. “At Tanglin, we provide a link on our website to independent reviews so people can read them. They are among the many trusted sources of information parents rely upon when considering a school,” notes Evans.
Practical Recommendations for School Leaders
- Embrace authenticity: Allow reviewers to see your school as it truly is rather than staging experiences—families value genuine insights.
- Prepare strategically: Identify your school’s distinctive qualities and ensure reviewers have opportunities to observe them naturally.
- Involve diverse voices: Ensure reviewers can speak with different stakeholders, including students, parents, and staff at various levels.
- Integrate across channels: Develop a plan for sharing review content across your website, social media, admissions materials, and direct communications.
- Highlight differentiators: Focus on review elements that showcase what makes your school unique in your specific market.
- Use for reflection: Beyond marketing value, use the external perspective to inform your school improvement processes.
Source: The Good Schools Guide
The experiences of Zurich International School, Rugby School Japan, and Tanglin Trust School demonstrate that independent reviews from The Good School’s Guide can be powerful tools for international schools seeking to build their profile and connect with prospective families. The fact that schools cannot request, pay for, or indeed decline to be reviewed by The Good Schools Guide confirms its value to parents seeking independent insights. By providing an authentic window into a school’s culture and character, these reviews help families discover not just what a school does, but who it truly is—information that is invaluable for families making critical educational decisions across international boundaries.
By Selina Boyd
Selina Boyd is the International Editor of The Good Schools Guide, which has been visiting and publishing reviews on schools in over 30 countries for two decades and in the UK for twenty years before that. It is the only review platform schools cannot pay to be included in. This article was written in collaboration with Johann Fulks, Head of Admissions at Zurich International School, Tony Darby, Founding Principal of Rugby School Japan and Tom Evans, Director of Marketing, Admissions and Community Relations at Tanglin School Singapore.
