Like many schools around the world, Dulwich College (Singapore) knows the importance of recommendations from other parents; their own research shows them that 75% of parents rely on them. The College wanted to harness those insights but, until recently, it was done in an informal manner. When they decided to formalise that process and be sector leaders in using the experience of parents to inform others, that’s when we came in.
Dulwich College (Singapore) is an international school founded on the ethos and values of the British independent schooling system and its founding school in London, but with a global outlook and contemporary approach that reflects the diverse backgrounds of its students - who join the College from many different countries.
The Singapore school opened in 2014 and has since become one of the leading international schools not just in Singapore, but globally. It has around 2,730 students and more than 50 nationalities represented among its student body.
Dulwich’s own research told them that three-quarters of their new pupils’ parents rely on the recommendation from existing pupils, despite these conversations and connections happening in a fairly informal format. Not only did the College want to formalise that process and maximise the insights that parents of current students can offer parents of prospective students.
They also wanted to take the lead and show themselves as innovators across the schools sector, which is why they decided to partner with The Ambassador Platform, becoming the first school globally to harness the power of their parent Ambassadors in a formal, digital manner, to help close the Insight Gap and positively affect its recruitment.
Their Feed went live in November 2020 with our first-ever use of parent ambassadors; through our platform, Dulwich College (Singapore) was able to connect parents of prospective students with those of current students for both lead generation and conversion.
The College has worked hard to promote their Feed since it went live; they’ve embedded promos throughout their own website - focusing on high-traffic pages - as well as using paid ads on Facebook and Instagram to drive more traffic, and making the most of their existing communities, for example Facebook groups.
In the first 18 months of launching The Ambassador Platform on their site they had 4,931 unique visitors check out the page. From those users, 644 created accounts and started 804 individual conversations, and 22% of prospects who used the Feed went onto apply.
Each conversion saw an average of 9 messages sent, and Ambassadors responded to initial messages within 2 hours.
40% of prospects were based in Singapore, 60% from overseas.
The Facebook adverts promoting the launch of their Feed generated 482 visits to their landing page during the first month.
Within just the first four months of launching The Ambassador Platform Dulwich College (Singapore) were already seeing terrific results and it has had a noticeable impact on applications, with 28% of prospects going on to apply.
Not only that, they noticed a positive impact on the experiences of the parents of prospective students, who enjoyed using the platform to learn more about the school and talking to parents of current students.
While some institutions might worry that using Ambassadors in this way would see them lose control, Dulwich College (Singapore) has actually found using our platform has given them more control, because they are able to see and monitor conversations, gain first-hand insights into the type of questions and concerns parents are raising and easily track results.
If you’d like to find out more about how we can help you tell prospects what it's really like to be part of your institution then why not book a demo of The Ambassador Platform?