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International School Rebrands and Expands Its Audience Through Digital Marketing
An omni-channel launch for a rebranded school's new secondary campus, leads from THB 1,500, CPM from THB 10.
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Home / Case studies / Education
An omni-channel launch for a rebranded school's new secondary campus, leads from THB 1,500, CPM from THB 10.
TSI International School, formerly known as Thai Sikh International School, partnered with Phoenix Media to support the launch of its new secondary school campus and reposition the brand for a broader international audience.
The school had an established reputation within its existing community but was looking to modernise its brand and attract a more diverse mix of international families. Phoenix Media was engaged to help improve visibility, strengthen positioning, and generate enquiries from prospective parents.
The international school market in Bangkok is highly competitive, with a growing number of schools competing for a relatively limited pool of families.
TSI was also undergoing a brand transition, moving from a more community-focused identity to a broader international positioning. This required careful messaging to ensure the school could appeal to a wider audience while maintaining its existing strengths. The objective was to reach the right families and encourage them to engage with the school, particularly in relation to the new secondary campus.
Phoenix Media developed a dedicated landing page for the new secondary campus using the updated school branding. This allowed campaigns to be launched quickly without requiring major changes to the main website, while also improving tracking by using on-page forms instead of external tools.
To maximise reach, we implemented an omni-channel approach using multiple advertising platforms, ensuring the campaigns could connect with prospective families across different channels and touchpoints.
The numbers
The creative
The campaign generated a strong volume of high-quality enquiries, with cost per lead averaging around THB 1,500, providing a competitive acquisition cost within the international school market.
Brand awareness campaigns also performed well across multiple channels, achieving CPMs as low as THB 10, helping increase visibility among target audiences.
Overall, the campaign supported a successful launch of the new secondary campus. Following this, Phoenix Media has continued to support the school with ongoing campaigns to promote open day events and private tours.
We had not found success with previous agencies before working with Phoenix Media, and we've now partnered with them for over two years. The team have been very dynamic in their approach and are able to support us quickly whenever needed.
Their response times are excellent, and the team are always available if we need to discuss campaigns or make adjustments. We have recently commissioned them to develop our new website, and we would happily recommend them to any organisation looking for support with their online marketing.
If you're looking to promote your school through targeted Meta and Google advertising, or build a stronger brand presence to reach the right families, our team can help develop a campaign tailored to your audience.
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