CROSS POLLINATION AT ITS BEST:
FOBISIA BUSINESS & OPERATIONS CONFERENCE
It is always energising to step away from our day-to-day activities, connect with peers in other schools throughout Asia, and learn some tips on how they engage audiences in creative and innovative ways.
Namju Cho Director of Communications & Marketing Dulwich College Seoul
The inaugural FOBISIA Business & Operations Conference was a resounding success, marking a significant milestone for FOBISIA as the first event of its kind. The conference featured inspiring keynotes from Anip Sharma, Angie Browne, and Sami Yousef, alongside engaging workshops and round tables that facilitated insightful discussions. This event was further enriched by wonderful exhibitors, including our generous sponsors One World Cover and TTS. The first day concluded with an enjoyable social event, providing a perfect opportunity for attendees to network, connect, and unwind after a full schedule of activities.
Read about the conference from a delegate's perspective; The very first FOBISIA Business & Operations Conference held on 2-3 May in Bangkok included attendees from all areas of running an International School such as marketing/communications, HR, finance, compliance, etc. It was great to cross-pollinate with other areas as it improves understanding of our respective roles and how best to collaborate. The keynote by Anip Sharma illuminated the significant growth in the demand for international education in Asia. He emphasised the shifting preferences of these communities away from American educational institutions towards Asian locales, driven by an increasing reticence towards the U.S. Alexander Findlay's (International School @ParkCity in Malaysia) workshop on admissions processes shed light on effective strategies that have led to significant enrolment increases—from 900 to 1,700 students in just a few years. Findlay’s approach focused on refining tour processes and the admission funnel, from inquiry to
enrolment, stressing the importance of automation and personal engagement during school tours. His emphasis on asking the right questions and creating a narrative during tours underscored the importance of connection and impression in the admission process. Anastassiya Nevenchannaya from the Haileybury schools in Kazakhstan offered insights into digital marketing strategies that have successfully connected with parents and students. She demonstrated how emotionally engaging content, like termly video newsletters narrated by students (that replaced weekly e-newsletters) highlighting key events and explaining how activities make learning more enjoyable for students, helped the community feel more connected and also highlight the value offered by the school. 18