Level up your boarding program marketing this year – and meet interested families where they’re at with messaging that connects and converts.

Our friends at NAIS recently shared a snapshot survey of member-school admission officers – and the emerging trends about the 2024-2025 school year were illuminating (in our humble nerdy opinion).

45% of NAIS member boarding schools reported a year-over-year increase in international student enrollment in 2024-2025 (17 points higher than the increase seen at all schools).

We’re hearing similar things from the private and independent schools we talk to. After a few unpredictable years, families are considering boarding again – including those coming from overseas.

Marketing to these families is an interesting challenge that most school marketing and admissions professionals are very familiar with (and likely losing some sleep over). Geographically, schools need to pick the regions where they anticipate seeing the most success –then advertise there, show up at events, and connect with local partners and boarding consultants who can connect them with right-fit families.

The topic is too broad to unpack in a single blog, but we wanted to help school marketers narrow in on some specific best practices and ideas to consider when marketing your boarding programs.