Countless individuals across the globe are interested in learning a new language. Whether it’s for their benefit, educational reasons, business purposes, or simply for entertainment, it’s clear that the demand for language education is on the up. Hence, schools need to stay updated with Language School Marketing Trends.
One sector area that has become increasingly popular recently is ‘language +’ programs, broadly defined as courses that offer students language training with some added benefit, activity, or service.
These unique programs can appeal to audiences, including families, world travellers, and business executives.
To attract students, language schools must recognize the unique selling points and benefits of the language + programs they offer, who the ideal market is, and the best way to reach out and connect with them.
If your school has programs like this, keep reading for valuable advice about recruiting students effectively.
Why Language + Programs are Becoming Popular
Many students who travel to another country or an unfamiliar city to take a language course will want to benefit from more than just formal language education, which is why language + programs are becoming a popular option. Language + programs offer added value to students, allowing them to receive the language education they want while having an additional enriching experience.
According to the International Association of Language Centres, study Trends in the Demand for Foreign Languages, language + activity programs are one of the most popular study options across many languages. These programs include professional and executive courses that involve general language training but focus on the student’s area of expertise, like medicine or business. These can also be considered language + programs since they offer an added benefit beyond simple language training.
Source: International Association of Language Centres
Conveying the Benefits of Language + Activity Programs Using Language School Marketing
The graph above shows that language + activity programs are popular, especially among students interested in learning English, German, Italian, and Spanish. These programs typically pair language courses with some immersive experience, from culinary excursions and photography classes to visiting local attractions.
Often, language schools will choose activities that their location is known for. For example, a language school in Ottawa, Canada, may offer a language + activity program that involves traditional Canadian experiences such as maple syrup tasting, skiing, or visiting nearby tourist attractions, such as the Canadian Parliament Buildings. Finding what makes your location unique can give you some exciting ideas for your offerings.
Example: The Koine Center in Lucca, Tuscany, offers an appealing combination of language education, Italian cooking lessons, and wine tastings.
To effectively market language + activity programs, you should list the unique perks students gain from selecting your particular program instead of a traditional generic language course. These will form the key messages you must communicate through your online initiatives. You can then weave these messages into your blog posts, social media, and email campaigns.
While the key messages of your language school marketing efforts will depend on the activity, it’s a good idea to tie it back to how it will reinforce their language learning. For instance, you could discuss how cooking classes will provide an opportunity to use the language outside of the classroom or how visiting a particular attraction will deepen their understanding of the culture of the country they are studying in. If you can’t find a connection between the activity and language, simply pointing out the value and convenience of planning activities on their behalf could win prospective students.
Example: ILSC Language Schools promotes its Language and Ranchstay program in British Columbia. The program allows students to take intensive English classes and work on a ranch with horses and other farm animals while practicing their skills. Using a bulleted list, ILSC highlights the main benefits of choosing this particular language + activity program.
Using Language School Marketing to Promote Family Packages
Another growing trend in the language school sector is family packages. Many parents seek schools that can entertain their children throughout the day with language learning and activities or excursions. At the same time, the parents also take language courses and participate in age-appropriate activities.
If you choose to go this route, there are several key messages you’ll want to communicate to appeal to parents. First and foremost, parents are concerned about safety. They’ll only be able to relax and have a good time if they know their child is in good hands. As a result, highlighting how your school works to ensure child safety and providing testimonials from parents of past students could be a great way to establish trust. You also might want to point out how this is a convenient way to plan an educational, stimulating, and fun vacation.
Even if your school does not have a program that combines education for adults and children, you could make it part of your offerings by simply making the connection on your website. You could do this by creating a webpage devoted to how you can work with parents to find a suitable children’s language program and a program that suits their interests. This could even work with your existing programs; you would do the legwork for the parents by making the connection for them.
Example: IH Vancouver notes on its Children’s Adventure Program page that parents can study nearby during the same hours their child attends a language program. The webpage also mentions fun weekend excursions available to the whole family, which is a great example of how to answer the target persona’s needs and how to promote a language school and program effectively.
The Growing Demand for Language Programs for Professionals
Another popular option that falls under the category of language + programs is language courses that include a professional element. While this is an expansive category, common language + industry programs include language + business, language + marketing, or even language + medicine.
With the growing prevalence of globalization and as English becomes the universal language of many fields, such as business, medicine, and education, these programs are becoming increasingly popular among professionals.
Language + industry programs allow individuals working in a certain profession to learn not only English—or any other language—but also the terminology and vocabulary commonly used in their industry.
Example: ITEC Dubai offers a Business English Course training in meetings, negotiations, and presentation skills. Since the school is based in one of the world’s growing business centres, running a course like this is a great way to attract students.
While the benefits of these programs are fairly self-explanatory, it’s a good idea to outline how the program will help bolster a prospective student’s career. Living in a native-speaking environment, learning terminology relevant to their area of specialty, and connecting with others working in their industry are just some ideas of great, unique selling points to include on your program’s webpage.
It’s also important to highlight how a language + industry program could positively impact the potential student’s career prospects. Taking a language program relevant to their area of expertise, as opposed to a general English course, is likely to be a beneficial differentiating factor when looking for employment or a promotion upon returning home. A certificate or credential of this type will bolster their CV and allow them to stand out from other professionals in their industry.
Marketing Language Programs that Cater to Specific Age Groups
Another growing trend is language programs organized by age group, such as courses for people aged 40+, 50+, 60+, and so on. These programs are generally popular among the baby boomer demographic, as they prefer programs that introduce them to individuals with similar values and interests who want to learn at the same pace.
Generally, language programs categorized by age group are similar to language + activity programs, allowing students to take language courses while participating in fun, age-appropriate activities with their fellow students.
When marketing language programs that are categorized by age group, consider the specific interests, concerns, and needs of that group. For example, suppose it’s an older age group, perhaps 65+. In that case, you should be aware that some individuals may have health concerns or mobility issues that make walking or standing more difficult. Communicating how the program will accommodate those needs is essential.
As a general rule of thumb, you should also highlight the opportunity for meaningful social interaction with like-minded people, meeting interesting individuals from across the globe, and any other unique benefits your program offers.
Here is An Example
IH Madrid promotes its Spanish language and Culture course for those in their 50s+. The program includes fun activities, like cooking classes and visits to museums and art galleries, which would interest this age group.
It’s an exciting time for the language school sector. As more and more people across the globe realize the profound benefits of being multilingual and crave a more involved and enriching travel experience, it’s only reasonable to expect that the popularity of language + programs will continue to grow.
To stay competitive, schools must be able to identify the unique benefits of their language + programs and find an effective way to communicate them to prospective students. They must move beyond just marketing the educational benefits of their courses and learn to market the activities they offer and the destination they are located in.
Marketing for language schools now involves promoting the entire program as an experiential package with diverse perks. If you can do this, you’ll be able to convey the unique value of your school’s language + programs and recruit more students.
FAQ To Consider
How big is the language learning market?
Many students who travel to another country or an unfamiliar city to take a language course will want to benefit from more than just formal language education, which is why language + programs are becoming a popular option.
