Attracting South Korean Students to Your School | A How-To Guide to Increase Enrollment

A growing demographic of South Korean families and students are showing interest in independent, private, and international schools in North America. To increase South Korean enrollment, your school needs a marketing strategy that appeals to this demographic. 

Here’s what you need to know leading into six digital marketing strategies for South Korean enrollment.

Quick Facts About the South Korean Market for Private Schools

• South Koreans are the third largest demographic of international students in the US, at over 43,000 for the 22/23 academic year.
• Due to high academic expectations for their children, the majority of South Korean parents send their children to “cram schools”, or Hagwon in addition to a full school day because they believe it will give their children a competitive edge in the highly competitive college admissions process; some students spend 16 hours or more per day in school or cram schools.

Let’s expand your domestic and international enrollment. Connect with Truth Tree today.

Six Digital Marketing Tactics for South Korean Enrollment

As an independent, private, or international school in North America, here are six things you need to do to increase your enrollment of South Korean students.

1. Clearly communicate your brand and differentiators 

Showcase your school’s values and mission in a way that aligns with the educational aspirations and intense competitiveness of South Korean families. As a culture that approaches education in a competitive, rigorous way, tailor your content to resonate with those values. Highlight what sets your school apart, such as specialized programs, state-of-the-art facilities, and unique extracurricular opportunities.

Tactic: If you have South Korean families in your community, talk to them. Host a focus group and ask questions about why they chose your school, and what makes them the happiest, and how your school could better serve South Korean students and families.

2. Localize your website with Korean language options

Ensure your website is accessible and user-friendly for Korean-speaking families by providing a Korean language option. This includes translating key pages, such as admissions, curriculum details, and student life, as well as ensuring that navigation menus and important documents are available in Korean. 

Tactic: Ensure to include a note that the language of instruction of your school is English, and English proficiency of the student will be tested during the Admissions process, and some English language proficiency from parents is preferred.

3. Optimize your website for South Korean search engines like Naver

Naver is the dominant search engine in South Korea, and optimizing your website for it is crucial. Additionally, consider creating content that answers common questions and concerns of Korean parents, helping your school rank higher in search results.

Tactic: Consider a microsite hosted on a South Korean domain translated into Korean. 

4. Increase your school’s social media presence on South Korean social media platforms

Engage with prospective South Korean families by establishing a strong presence on popular Korean social media platforms like KakaoTalk, Naver Blog, and Instagram. Share updates, success stories, and other content that highlights your school’s vibrant community and achievements. Utilize these platforms to interact with parents and students, answer their questions, and build awareness about your school and brand.

Tactic: Repurpose existing school content like blogs and social media posts to provide an English and Korean version to share on Naver. If you don’t have a native Korean speaker in your community, consider investing in translation services or a contractor. 

5. Highlight academic excellence and unique programs

Emphasize your school’s commitment to academic excellence and the unique programs you offer. Whether it’s advanced placement courses, international baccalaureate programs, or specialized arts and sports opportunities, make sure these are prominently featured in your marketing materials. 

Tactic: Provide detailed information and testimonials about these programs organically on your website and social media while also incorporating opportunities to discuss it during a school tour or other stage of the Admissions process.

6. Emphasize matriculation and exam results

South Korean families are particularly interested in academic outcomes. Highlight your school’s matriculation results, including acceptance rates into top universities and colleges. Showcase the accomplishments of your alumni, particularly those from South Korea, to illustrate the success and opportunities your school provides.

Tactic: Don’t bury the lead in your Meta social posts. Instagram significantly limits characters before the “read on” opportunity, so make sure to hit the highlight right away.

Learn more about Truth Tree’s strategy for Instagram ads.

Digital marketing strategies for North American private schools

By implementing these digital marketing strategies for South Korean enrollment, your school can effectively attract and engage South Korean families, boosting your international student enrollment and fostering a diverse, dynamic school community.