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The school that reached out to us has been providing a comprehensive American-inspired curriculum to children from Preschool 3 to Grade 12, in academics, creative arts, spirituality, athletics, and co-curricular activities.
Renowned for its academic excellence, this international school prides itself on its strong supportive and diverse community for children to grow and learn, with the partnership of parent families as an intrinsicality to the school’s mission.
Due to the pandemic and months-long lockdown, among other reasons, the population of foreign citizens in China has declined. Because of that, the demographics of parents and students in the school drastically shifted to predominantly Mainland Chinese (at a ratio of ~9:1 of local and international students versus ~4:6 pre-pandemic). This has resulted in mass changes, including the perceptions, expectations, and needs of parents, students, and staff.
In this context, the school has reached out to Daxue Consulting to conduct its annual perception study among parents and students, as the school is seeking to reposition its brand and offering.
Our research aimed to understand brand sentiment vs. competitors among customers, as well as their decision-making process when choosing a school for their children. We divided our research into two steps:
Step 1: Brand audit of the school
Step 2: Brand awareness measurement
We conducted 30 interviews and 16 focus groups among parents, kids/students and international stakeholders, to analyse the school’s sentiment among staff, parents and students, as opposed to the main competitors.
We then carried out an online survey (200 participants), to measure the brand awareness level of the school as opposed to the competitors among target parents, as well as identify the top awareness channels.
The online survey took into consideration:
Daxue’s team presented key research findings on the school’s brand sentiment and awareness in the form of a report, which included actionable recommendations to (re)align the school’s communication strategy with its predominantly Chinese audience.
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