The Association of Boarding Schools

บทบาทหลัก

นักการตลาดด้านการศึกษา

ขอบเขตงาน

Branding, event management, lead generation

Alex Yates

Creative Director

Brett Wertz

Campaign Strategist

Background

The Association of Boarding Schools (TABS) is a non-profit membership organization consisting of roughly 250 premier boarding schools across the United States, Canada and abroad. Their mission is to promote the benefits of a boarding school education both domestically and internationally, and to provide support and resources to member schools. TABS has a long history of successful international recruiting fairs, but in the past had struggled to hold successful events in Vietnam.

Problem 

Prior to the COVID-19 pandemic, Vietnam was the only country that had seen over a decade of uninterrupted growth in the numbers of students traveling to North America to study abroad. A rapidly developing economy and a society that prizes education mean that this trend is set to continue for the foreseeable future, making Vietnam a major target destination for school recruiters. But despite this promise, previous TABS fairs were poorly attended and did not deliver meaningful results for participating schools. By the time TABS engaged with Fourdozen in the summer of 2019 they had already gone several years without even holding a fair in Hanoi. Their request was simple—relaunch TABS in the Vietnamese market, and execute successful fairs in both Hanoi and Ho Chi Minh City.

Approach

Fourdozen designed a cross-platform digital advertising campaign that reached tens of thousands of students and parents in the two target cities. We produced original video content and hundreds of distinct advertising creatives, split-testing them to refine our messaging and deliver an industry-beating CPC. Fourdozen co-hosted the events, which each had hundreds of students and parents in attendance and were not only the most successful TABS fairs ever held in Vietnam, but among the most successful international fairs held that year.

COVID-19 was a massive disruption to the world of international education, but TABS and Fourdozen were both keen not to lose momentum after these successful events. So in 2020 we continued our partnership to launch and promote an education portal that allows Vietnamese students to schedule interviews directly with TABS member schools.


Alex Yates

Creative Director

Brett Wertz

Campaign Strategist

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