The Global Academy

Communications and Marketing Strategic

Plan
2015-2020
Communications and Marketing
Objectives
1.

TGA will communicate with relevant stakeholders, especially parents, to increase awareness of its unique
mission and learning environment. This environment includes a community of internationally aware and
intellectually curious students, faculty and parents and offers our students a rigorous and diverse
educational (academic and co-curricular) program that exceeds the best U.S. and international standards
and values.

2.

TGA is recognized as a leader in the realm of concept-driven, 21st century skills-based curriculum
development and implementation that emphasizes critical thinking in a global context.

3.

Within Hong Kong, TGA is recognized as one of the leading private independent schools and as a unique
and important contributor to the educational, cultural and economic development of the city and region.

4.

TGA is recognized as a leading partner in the preservation and improvement of the Hong Kong
community.

Project Goals
1.

TGA will continue to grow its profile locally, nationally and globally.

2.

TGA will develop a comprehensive marketing and communications five-year plan that solidifies the local,
national and international perception of TGA as a leader in experiential learning realm of international
education.

3.

TGA will clarify and maintain readily available educational materials and differentiated talking points (e.g.
FAQs, College Facts and Myth Busters) on TGA and its respective International Baccalaureate (IB)
programs for all members of the community to use when discussing TGA internally and externally.

4.

TGA will continue to enhance its website and community-wide use of digital technology and social media
to improve all facets of communication internally and externally.

5.

TGA will actively work to educate current and prospective parents on the value of an IB education for
admission to competitive national and international universities.

6.

TGA will produce an annual State of the School Report (compile in the summer to be distributed to
community each fall) that includes school demographics, academic results, college results, financial

reports, community survey results, student survey results, athletic and co-curricular results, and alumni
achievement results.
7.

The Head of School and the Senior Leadership Team (SLT) will continue to develop marketing
communications plans based on a clearly differentiated positioning of TGA from other schools and IB
programs so that the mission, values and educational program of TGA are clearly understood by all
constituents both within and outside of the School community.

PESTEL Analysis

Political

Economic

All classe
Currency exchange rates stable

Pockets o
Domestic political situation remains stable
government keen on growth and economy
supports foreign direct investment
local low corporate tax rates

Wealth distributed within the society

Social Mo
Disposable Income

Work driv
Interest Rates Reasonable

Technological

Environmental

Readily available

High Pollution

Foreign T

Accessible

Dense Population

Employm

High Speed

Diverse Weather Patterns

Environm
Taxation

Strengths

Innovative, personalized teaching model.

Two world class, experiential learning journeys
per year.
Strong budget.
Committed teachers
Strong community presence.
Solid local business partnerships.

Weaknesses
Consistent communication between all
stakeholders.
Current marketing plan does not utilize
digital tools.
Families are not completely familiar with
IB philosophy and curriculum.

Opportunities

Threats
Numerous international schools and
strong competitors.

Ample corporate opportunities.

High cost of living.
Grow school profile internationally.
Pollution.
Growth of digital marketing tools.
Opportunity to educate parent community on
benefits of the IB programmes.

Communication and Marketing

CAA will provide exemplary communication to all internal and external
stakeholders.

Objective (What)

Responsible
(Who)

Task (how)

Time (When)

3.1 Continue to enhance the

school website and communitywide use of digital technology
and social media to improve all
facets of communication
internally and externally.

Board, Head of
School, Human
Resources,
Principals, ICT
Department

3.1a Plan and deliver

seminars and
webinars to
parents, students,
faculty, and staff
on the use of
technology

Beginning of
Year 1

3.1b Provide additional

professional
development for
the school
communications
officer on website
development
3.1c Create ParentTeacher Association
and Student
Council pages on
the website

3.2 Update the

Communications / Social Media
Policy

Head of School,
Principals,
Faculty,
Students, ICT
Dept., Parents

3.2a Create a
committee of
various
stakeholders to
update the policy
3.2b Review previous
and current policy
for needed

Beginning of
Year 2

changes
3.2c Propose changes to
administration and
board for approval