International schools · Education
Answer the family abroad who is building a spreadsheet of schools.
A family in Singapore has been told the father will move to Bengaluru in six months. The mother opens a laptop that evening and starts a spreadsheet of schools: curriculum, grades offered, tour options, entry assessment, notice period.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
An international school offers a curriculum such as IB, Cambridge IGCSE or an overseas board to students from expatriate, returning Indian and local families. International school marketing reaches parents who may be deciding from another country, and admissions sales takes them from enquiry to a place. GullySales prepares the pre-arrival guide, the video-tour booking page and the reply routine for your admissions office.
The mother sends five enquiries and waits. The school that replies with a named person and a video tour gets on the shortlist, while the other four remain a row of unanswered cells.
International schools sell to people who cannot visit before they decide. They compare on curriculum, community, class size, university guidance and how a child will settle after a move, and they may be advised by an employer's relocation team or an agent. The marketing has to work across time zones and at a distance.
Last updated 18 Oct 2026.
How buyers decide
How international schools are chosen.
Parents choose by curriculum fit with where the child has been or will go next, then by campus, teaching staff, class size, pastoral care and university guidance. Families returning to India after years abroad worry about the move into a new system. Local families look at the curriculum and the international mix.
Some employers' relocation teams hand a new hire a shortlist of schools. Admission involves an application, past school reports and, at some schools, an assessment, in an order each school sets for itself. Fees and admission norms vary by school and by rules that apply to your state and board, so the school's own office should check each page.
The problem
What usually goes wrong for international schools.
What owners tell us on the first call, in their words.
“Enquiries arrive from other time zones and sit unassigned”
A parent writes at midnight in the Gulf or London, and the office opens hours later with no one assigned to the message.
“We lose families who cannot visit before deciding”
Parents abroad ask for a tour, and our pages offer only photographs and a phone number.
“Parents cannot tell how we compare with the school across the city”
Our curriculum is clear to us, but a family from outside cannot see the difference between two IB schools.
“Employers and relocation agents do not know our admissions process”
HR teams send families to us with half the documents, and the family gets frustrated before they begin.
“Our fee conversation happens too early or too late”
Parents either leave on sight of a figure with no context or learn about the cost only after falling in love with the campus.
“Returning Indian families worry about fitting in”
They fear the child will not settle, and we have little written about how we welcome newcomers.
What we do
What we do for international schools.
Everything included for international schools.
A pre-arrival admissions guide
A page in plain English showing each step for a family moving from another country: documents, assessment, dates, and what the school does for new joiners.
A virtual tour and an enquiry reply routine
A recorded tour, a booking page for video calls with time-zone choice, and a rule that each enquiry is assigned to a named person.
Curriculum pages for each programme
Plain-language pages for each stage and programme, describing what students study and how progress is reported, without outcome claims.
A relocation partner pack
A short document for HR teams and relocation agents with admissions steps, contacts and the documents they should ask families to bring.
A university guidance page
A description of how the school supports applications, kept to what the counsellors actually do.
Search presence for international families
Listings and pages for searches such as international schools in your city, by curriculum and by grade.
How the result is measured
- Enquiries by country and by city
- Video tours booked and attended
- Applications received against enquiries
- Enrolments against places available
- Relocation partner referrals
- Overseas enquiries with a named contact assigned
Recorded as a baseline before work starts, so every later report has an honest comparison.
Every service, written for international schools
Each has its own page: what it involves for international schools, what you get, and what it is measured on.
- Lead generationBring in families who fit the curriculum you actually teach.
- SEOLet the parent searching for IB or Cambridge in your city find your page.
- Local SEOShow up when a family near the campus searches for a school with a visit.
- Social media marketingShow campus life to the parent who is deciding from another country.
- Content marketingWrite the guide a worried family would have asked you for.
- Buyer personasWrite down who is choosing the school and who is paying for it.
- CRMKeep each family's enquiry, tour and application in one record.
- Follow-up systemsMake sure a family who asked on Monday hears from a named person.
- WhatsApp marketingGive families a number they can message from any country.
- Digital marketingPlan search, pages, ads and replies as one route from curiosity to enquiry.
- WebsiteBuild a site that answers the family before they email you.
Worth a page and a campaign of their own
Overseas and expatriate enquiries · Returning Indian family admissions · Virtual tours and video calls · Relocation team and employer relationships · Admission assessment and document guidance · University counselling visibility · Boarding enquiries where offered · Mid-year joiners · Alumni and parent referrals
Priority campaigns
Campaigns for what international schools most want to sell.
Each one planned around when your buyers decide, and measured against the baseline.
Relocating to the city campaign
Search ads and landing pages for parents researching schools before a move, with a video-call booking form.
Employer and relocation outreach
An introduction pack and a short meeting request to HR and mobility teams at firms bringing in staff.
Returning to India campaign
Pages and messages for Indian families coming back, covering settling in, curriculum fit and community.
Open day for the local community
A tour and talk for local families curious about the curriculum, followed by a message to every visitor.
Beyond search
Where we reach buyers of international schools, beyond Google.
Search matters, but it is rarely the only way this industry's buyers find a supplier.
Expatriate and returning Indian families
The admissions register shows which countries and cities enquiries came from. Pages and search listings follow those, whether Singapore, Dubai or London.
Employer relocation and mobility teams
A list is made of firms in your city that bring in senior staff on assignment, with an introduction for the HR or mobility desk.
Relocation agents and consultants
Home-finding and relocation consultants are asked for school advice. A pack with the curriculum, grades offered and admissions contact is prepared for them.
Local families seeking an international curriculum
An Indian family weighing IB or Cambridge against its own board reads the curriculum pages. Pages and ads are aimed at the neighbourhoods your local students come from.
Who it is for
This is written for these international schools.
- Schools authorised by the International Baccalaureate to offer the PYP, MYP or Diploma Programme
- Cambridge IGCSE and A Level schools
- Schools following an American, British or other overseas curriculum
- International schools in metro cities serving expatriate families
- International schools serving returning Indian families
- International schools with boarding for older students
- International schools within large corporate or tech campuses
- New international schools building a reputation
Not for
It is not the right fit if.
- You want a guaranteed Google ranking or a guaranteed number of leads. Nobody honest can promise either.
- You need enquiries by next week and have nobody to answer them.
- You want posts and reach reported, not enquiries and orders.
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Your brief
You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.
After the brief
A conversation and a written scope
We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.
Before work starts
Baseline recorded
The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
How the work runs for international schools
- 1
Trace the enquiry from abroad
An enquiry is sent as an overseas parent would send it, and the reply, its sender and what it leaves out are noted.
- 2
Write the admissions guide
Admissions steps, documents and programme descriptions written in one voice with your registrar.
- 3
Set up tours and replies
A video tour, a booking page and a routine that gives every reply a named sender.
- 4
Reach employers and agents
A short pack and a list of firms and agents whom your admissions head can meet.
- 5
Match enrolments to sources
Each enrolling family is matched to the country, page or relocation partner that first brought them.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with your brief and a conversation.
Option 1
The conversation on its own
A call after you send your brief. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix that matters most, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
Your brief
Tell us what you need, and we will read it before we call.
Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.
FAQ
Questions international schools ask before they call.
Not here? More answers, or ask on WhatsApp.
Can we use the phrase international school in our marketing?
Can you help us reach families outside India?
What can we say about university placements?
Do you handle admission decisions?
Can a newer international school use this?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
Part of Education. See the other industries in the sector.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.