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BAISIS webinar: Cultural considerations box set: North and South America

  • Date: December 05, 2024
  • Time: 12:30 – 13:30
  • Cost: BAISIS members box set – £225, BAISIS member individual session – £55, BSA members box set – £335 BSA member individual session – £75, Member additional attendee – £25, Non-member box set – £670, Non-member individual session – £110
  • Audience: All staff, boarding, pastoral, academic, leadership, marketing, admissions.
  • Platform: Zoom (online)

Course Outline:

Introducing a new webinar series for BAISIS members designed to promote greater understanding of different international markets for student recruitment. The session will discuss application during the marketing and recruitment stage, induction, and day-to-day care of international students who join our schools.

This five-part series looks at the key markets for international student recruitment in 2024-25:

  • China and Hong Kong (Oct)
  • Japan, Thailand, Malaysia & South Korea (Nov)
  • North and South America (Dec)
  • Europe (Jan)
  • Africa (Feb)

Each webinar will delve into the cultural sensitivities, language considerations, prospective family wants and marketing suggestions of each market to support members in adapting their marketing and pastoral strategies to maximise results and provision.

Training topics will include:

  • Cultural sensitivities, norms and differences from the UK (religion, lifestyle, health, wellbeing, medicine, body language etc)
  • Language considerations and communicating with current and prospective parents
  • What this market wants from the UK education system
  • Maximising marketing
  • Promoting best practice in pastoral care provision on recruitment and arrival.

Learning outcomes:

  • Greater cultural understanding of the markets you recruit students from
  • Increased awareness of what to focus on from a marketing perspective, and how to engage with prospective families
  • Understanding how to provide care and support to students from different cultural backgrounds.



Sara Thomas, Assistant Head of School, leading on wellbeing, ACS Cobham

Sara Thomas is the Assistant Head of School, leading on wellbeing, at ACS Cobham. She oversees the boarding houses, medical centre, safeguarding team, student services and the pastoral systems at the school. Originally a languages teacher (French, Welsh, English & Spanish), Sara’s other previous roles include Head of Welsh Baccalaureate, Head of Sixth Form and Deputy Headteacher. She has worked in a variety of schools both in the UK and abroad.