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BAISIS webinar: The Outlook for International Student Marketing and Recruitment

  • Date: March 20, 2023
  • Time: 12:30 – 13:30
  • Cost: BAISIS member £40  / BSA member £60 / Member additional attendee £20  / Non-member £120
  • Audience: Marketing & Admissions, EAL, Agents, Guardians, BAISIS reps, Deputy Heads, Heads Boarding
  • Platform: Zoom (online)


This webinar is sponsored by ICEF


Course Outline

Each year, BSA and BAISIS undertake a survey of over 2000 educational agents globally to find out their thoughts on the UK boarding school market. The present market and predictions about the future are considered in the survey and agents’ answers are then collated and analysed.

The results give an up to date picture of the market for British boarding schools across the world from those who know best what is happening now and what is likely to happen.

This session will share and discuss, hot off the press, the findings from our 2023 survey, with a focus on the market outlook for our specific sector.

Caroline Nixon and Sarah Bellotti will be joined by two educational agents to consider how the results could be interpreted and utilised in our schools, informing planning and practice for the future.

Learning outcomes:

  • The session will inform schools’ marketing and strategic planning for the short, medium and long term with relevant, up to date and unique information


Speaker: Caroline Nixon, BSA International & Membership Director, Director BAISIS

Caroline has worked in international education for over 30 years.  She is International & Membership Director at Boarding Schools’ Association, Director of British Association of Independent Schools with International Students and Director of Caroline Nixon Education Ltd., as well as a member of the advisory group to the British Government’s All Party Parliamentary Group for international students.

Caroline set up and runs the BSA educational agent certification scheme and is involved with the BSA’s accreditation of international schools.  Her background is in international education marketing and she also set up and ran a leading international school in the UK.  She has helped several UK schools to establish new overseas branches, advised an international school opening in the UK, set up a guardianship agency for an educational group, and advises schools on international marketing and academic and pastoral provision for their international students.

Sarah Bellotti, Chair BAISIS and Head Mill Hill International

Sarah was elected BAISIS Chair in January 2022, having served as Deputy Chair since November 2020.
Sarah started her career in education at an international school in Rome, Italy and then returned to the UK to take up a post at King’s Ely where she later became Director of King’s Ely International. Since 2014, Sarah has worked at The Mount, Mill Hill International as the founding Headteacher.

Catherine Stoker, Founder, The Independent Education Consultants

Catherine has had a wealth of experience in independent school education, with boarding prep and senior schools being a particular passion for her. Initially as a teacher and housemistress, then as one of the Board of Directors and Managing Director of a top London education consultancy, and latterly as founder of The Independent Education Consultants, she has helped many hundreds of families over the years.

Catherine is passionate about putting the child first, supporting and guiding parents in securing a school solution which takes account of the individual talents and needs of the child, alongside those of the family as a whole.

She has been advising parents with school choice dilemmas over many years. Her extensive knowledge of independent day and boarding schools UK-wide, allows her to offer both international and UK-based parents all the guidance they need.

Su Hayter, Global Development Manager (Boarding) and UK Manager, Intake Education

Su Hayter has worked for Intake Education in overseas recruitment for over 20 years. Having both worked and studied in Europe and Asia, she fully understands the challenges of living abroad. She finds her role in supporting families and advisors across West Africa and Asia rewarding and, as a mother, fully understands the importance of finding the right fit.