New Realities, New Strategies: Rethinking Marketing and Admissions in International Schools in China
The pressures facing international schools in China are real and growing. Post-pandemic demographic shifts, financial constraints, increased competition, geopolitical tensions, and evolving government regulations are reshaping the landscape, while the need to sustain enrolment remains constant. These challenges are placing increasing demands on admissions, marketing, and development teams, and making collaboration between these functions more important than ever.
Drawing on our lived experience and data insights, this session will explore how the international schools’ landscape is changing and what that means for the way we communicate, connect with prospective families, and build lasting relationships with our communities. Which communication channels are most effective today? How must our messaging evolve to meet the expectations of a changing audience? And how can we attract new families while staying true to our school’s mission, values, and identity?
Through shared experiences, practical insights, and open dialogue, participants will explore opportunities for closer collaboration, smarter use of data, and a more joined-up approach to sustaining enrolment and strengthening school communities. The goal is simple: to learn from one another, challenge assumptions, and discover what works in today’s evolving international education market.
Kathy Burns
Bojana Borovic Dzogazovic
About Kathy
Kathy Burns brings 29 years of business experience, including 12 years in international schools across three continents. She began her career in corporate finance, holds an MBA, and later pivoted to education, serving in admissions and advancement roles before becoming Director of Communications and Marketing at the American International School of Guangzhou. She specializes in blending strategic business acumen with authentic storytelling and optimizing outcomes through data-informed strategies adapted to China’s unique digital landscape.
About Bo
Bo Borovic is the Director of Admissions at the American International School of Guangzhou, bringing close to 20 years of experience in international education, with a focus on admissions and community relations. With master’s degrees in English Language and Literature and Political Science, Bo has built a career at the intersection of her two passions: education and diplomacy. Her professional journey has also included working at the International School of Belgrade in Serbia and the Australian Embassy, experiences that have shaped her global perspective and commitment to building meaningful connections across cultures.
