Our Research

Independent Career

Counselors

BSB Parents

BSB Students

BSB Teachers

Boston College

Professors

Admissions Director

Our Goal

300 500300

UNDERSTAND TARGET MARKET

COMPETITIVE ANALYSIS

NEW MARKETING STRATEGY

Our Tasks

BSB Client Profile

• 70% American

• Income $250,000 - $400,000

• Many Parents Have Secondary Degrees

Trends in Target Market

• Small Population Growth

• Economic Factors

• Media Usage

BSB Target Market

54,000Households

BSB Target Market

1,500Households

3%

BSB Challenges

Brand InstitutionalizingIB Program Flexibility

Separate the Primaryand Secondary Schools

Feeder School Understanding

Institute American Standardized Exams

Aim of the School refinement

Brand Differentiators

Website Re-design

Blog CreationDigitize Brochure

Hire SEO Consultancy

Create Facebook Page

New Query Form

Social Media Integration

Host Family Dinners

Soccer Team Sponsorship

Dr. Robinson TalksAdmissions Director Relationships

Independent Private School ConsultantsFormalizing ALPs

Increasing Admissions Office Staff

IB Program Awareness

Creating Non-Profit Entity

Apparel PrintingAlumni Association Building

WBUR Underwriting

Consider Name Change

MODULAR APPROACH

BRANDED DIFFERENTIATORS

NEW MARKETING PLAN

0

5

10

15

20

25

30

35

K 1 2 3 4 5 6 7 8 9 10 11 12 13

BSB Enrollment by Class

Primary: 28 Secondary: 12

#

S

t

u

d

e

n

t

s

School Year

MODULAR APPROACH

BRANDED DIFFERENTIATORS

NEW MARKETING PLAN

Student Sense of Accomplishment

“Feeder School” Opportunity

Increased Word-of-Mouth

BSB Strengths

Differentiated Teaching

Unwavering Academic Focus

International Mindedness

Spirit of Inclusion

MODULAR APPROACH

BRANDED DIFFERENTIATORS

NEW MARKETING PLAN

Brand Differentiators

Student-Centric Curriculum

Affective Learning Partners (ALPs)

Global Awareness

Free Activity Fridays

Importance of Language Acquisition

Personalized Learning

International Benchmarks

Differentiation

International Mindedness

BSB Current USPs

MODULAR APPROACH

BRAND DIFFERENTIATORS

NEW MARKETING PLAN

Marketing Plan Metrics

Web Traffic

Information Request

Tour Sign Ups

30%

35%

20%

0

100

200

300

400

500

600

2010 2011 2012 2013 2014 2015

Enrollment Growth

Without Recommendation

0

100

200

300

400

500

600

2010 2011 2012 2013 2014 2015

Enrollment Growth

With Recommendation

1% YoY Growth

13% YoY Growth

1% YoY Growth

UNDERSTAND TARGET MARKET

COMPETITIVE ANALYSIS

NEW MARKETING STRATEGY

Our Tasks

Internationally focused

Small Size

Large Size

DomesticFocused

Milton Academy

BostonLatin

Winsor AcademyInternational School of Boston

Tuition Revenue Analysis

Brimmer and May School

Buckingham Browne &

Nichols

International School of

Boston

British School of Boston

Dexter Milton Academy

$33,200 $34,330

$23,750$25,213

$33,550

$41,960

BSB and Competitor School Tuition Comparison

BSB

• 304 students, 69 townships

• Most within 20 miles

• 9 more than 20 miles away

• 47% of students within 5 miles

• Internet Communications• Community Conversations• Private School Expert Relations

• Refine the “Aim of the School”• Create Separate Mission Statements for

the Primary and Secondary Schools• Introduce “brand differentiators”

• Increase the flexibility of the IB Program• Pursue a modular approach and separate

the Primary and Secondary schools• Institute American standardized tests for

6th Year

Re-Integrate3 Re-Position2 Re-Imagine1

Example of Sovereign Capital’s Investments:

Alpha Plus Holdings Limited

Date: June 2002 – December 2007Buy & Build: 6 TransactionsExit money multiple achieved: 5.5xIRR achieved: 53%

Aim of the School

“The British School of Boston is a small school for brilliant and motivated students. We have created a truly international community where learning is

paramount and shared experiences are what fill our day. Our teachers embrace the hands on experience of learning, and participation is a given, rather than an

option. We invite families, both local and abroad, to join us and help shape tomorrows brightest minds.”

Picture of the school

- BSB Aim of School

“To create and support a nurturing, creative, and harmonious environment where the brightest minds can

grow to understand their world.”

- BSB Primary School

“To inspire excellence in academics through an engaging and rigorous internationally based curriculum.”

- BSB Secondary School

Improved Feedback Loop

Fresh Information for Parents

Better Connected to Community

Faster Marketing Distribution

Website Redesign

• Increased Interest in the IPC

• BSB Enters the Conversation

• Culture Change

American Std. Exams

Media Usage

64.1%

19.9%

11.5%

3.1% 1.4% Live TV

Broadcast Radio

Web/Internet

Newspapers

Magazines

Media Usage

• Online penetration will rise from 73% to 82% over the next five years

• 61% of Facebook users are age 35+

• TV is King, Radio is Best

Total Budget: $55,500

HubSpot Data

• In Terms of Traffic, after 5 months of use

– Customers experienced 3.6 times more traffic

– Overall, users experienced a 60% increase in monthly unique visitors

• In Terms of Lead, after of 5 months of use

– Customer experienced 8.6 times more leads

– Overall, users experienced a 4.2x increase in leads

Operational Roadmap