Identifying the Blind Spots in Your School’s Marketing and Admissions
Ruth Benny
An independent school education is a weighty investment in a child’s future. Every independent school seeks to secure high value families; those who value their offering, can afford their fees and who mirror their community values.
Attracting and retaining such families, requires a holistic approach – one that is nurtured from promotion, to enquiry, to enrollment and through to graduation. However, most schools have blind spots between promotion, enquiry, conversion and retention and are leaking numbers that they were not even aware of!
Missed growth opportunities, declining class sizes and mismatched family-school values, add strain to the whole school. Yet the blind spot goes unnoticed.
Using our 13+ years of experience in admissions consultation within the independent school sector, having first hand experience of what turns parents away from a school, we aim to help you identify your blind spot, give you a solution on how to identify them and walk away empowered to manage your marketing and admissions process confidently
About Ruth Benny
For over 14 years, I’ve been helping parents, their children and their employers find their best fit school in Hong Kong, Singapore and the UK. Using my tried and tested ‘Finding the Fit Formula’, we support families to feel heard as cared for as we listen and pour our hearts into crafting a plan that feels right for them. We also support schools to establish their presence or raise their profile and achieve their enrolment goals.
A few personal achievements in education admissions:
✅ Successfully generated 1,200+ offers at top schools for children at their best-fit school
✅ Built a network of 70,000+ parents and educators on social media + an email list of parents of 22,000 parents
✅ Co-created the International Schools Festival with the South China Morning Post in 2015. Running two festivals a year in March and September.
✅ Consistent contributor and commentator in media such as the FT, SCMP, Bloomberg, RTHK, BBC + more
✅ Winner of Expat Parent’s Reader’s Choice Award in 2024 and 2025
✅ Approved member of British Boarding School Network, ICEF and Study Travel Network.
I help families and their employers achieve:
🎯 Stress free school admissions process with a guaranteed offer from a school that genuinely FITs their individual, unique child, including those with SEN(D)
➡️ I work with English-speaking families primarily in Asia, from first-time parents to relocating professionals.
➡️ I work with banks, higher education institutes and companies including KKR, HSBC, Blackrock, Jockey Club, HKU, UST, Bloomberg and Huawei.
➡️ I work with schools – too many to mention!
What I offer:
𝗠𝗮𝗿𝗸𝗲𝘁 𝗞𝗻𝗼𝘄𝗹𝗲𝗱𝗴𝗲: A deep understanding of HK/mainland Chinese/expat parents’ preferences and priorities, including academics, extra curricula activities, pastoral care and communication, higher education pathways.
𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗔𝗱𝗺𝗶𝘀𝘀𝗶𝗼𝗻𝘀 𝗗𝗲𝘀𝗶𝗴𝗻 𝗳𝗼𝗿 𝗦𝗰𝗵𝗼𝗼𝗹𝘀: Proven ability to craft admissions procedures that attract diverse, high-calibre students while aligning with operational goals.
𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗔𝗱𝗺𝗶𝘀𝘀𝗶𝗼𝗻𝘀 𝗗𝗲𝘀𝗶𝗴𝗻 𝗳𝗼𝗿 𝗙𝗮𝗺𝗶𝗹𝗶𝗲𝘀: Proven ability to craft a plan for a child to be successful in gaining admission to their best fit school.
“Ruth is truly experienced, considerate, professional and supportive. I should have sought her advice earlier – many thanks to Ruth and team!”
