2025 Survey: International School Digital Insights
Digital Marketing Across Borders:
Insights from The British International School, Ukraine
Published – Wednesday 1st October 2025
BISU completed the same 10 survey questions we asked UK schools (see the participating school list at the end), and were also given one additional international question.
This focused on:
“What are the biggest digital marketing challenges when identifying and focusing on international families or audiences?”
BISU’s participation not only adds to the insights but also offers a fascinating opportunity to compare how marketing teams in British International Schools operate – and how their needs and priorities align (or differ) from those in the UK independent sector.
The survey Part-1 & 2 can be viewed here.
Part-3: DES Data Insights (Instagram) here.
A message from BISU in Ukraine.
“Please note that BISU continues its operations amid the tremendous hardships posed by the ongoing war in Ukraine. It is the only international school in the country that has operated without interruption since the invasion in February 2022. BISU remains firmly committed to delivering high-quality education and providing steadfast support for both students and staff—even in the most challenging conditions”.
– Anna Azarova, Communications Manager, BISU, Ukraine
BISU’s marketing department plays a vital role in sustaining this mission by strengthening the school’s visibility, highlighting our students’ achievements and resilience on the global stage.
Content Creation & Planning: Shared Challenges, Similar Habits
Like many UK-based schools, BISU reports a hybrid approach to managing their digital activity and social media posting — using both scheduling tools and manual uploads. They plan content on a monthly basis using spreadsheets, mirroring 45% of UK respondents who also favour the same (like Excel), and then utilise a tech platform to help manage and report across the data.
BISU’s team faces the known hurdles around social media activity (Q3) these were outlined as:
Time constraints for consistent posting
Difficulty keeping up with trends
Gaining engagement from followers
Similar top 3 challenges as the UK schools but engagement from followers expressed as a general challenge.
Internal Vs external creative and a call for more support tools
With reference to Q5, the vast majority (85%) of UK schools create their own graphics in-house using Canva or similar tools, with only 15% turning to external designers or agencies. By contrast, BISU takes a fully in-house approach, creating all graphics and imagery assets internally.
The BISU Q10 response, “What would help with your school digital media activity?” also flagged a desire for more support with:
- Training on AI tools
- Professional design tools and templates
- Better tools for scheduling and running ads
This suggests an appetite for structured support — a theme echoed by UK schools too.
Paid Ads: Confident & In-House (Q8 & Q9)
Interestingly, BISU handles their online advertising internally, joining the 55% of UK schools that do the same.
While many schools are still refining their ad strategies, this reflects a growing confidence across the sector in managing platforms like Meta and Google Ads without outsourcing.
AI Use: Still Emerging
BISU reports no use of bespoke developed AI tools for marketing — yet. In contrast, 30% of UK schools now use some form of bespoke AI to support digital activity, content, planning and researching.
However, the interest is clearly there for schools, especially given the 800+ attendees to the 2024 AI in Schools webinar series, organised by AMCIS and supported by MA for Schools & DES. BISU is now testing a variety of AI tools to identify those that best fit its needs and provide comprehensive solutions to support its communications, marketing, and operational goals.
Unique International Insight
The final question, tailored specifically to international schools, provided a valuable window into the global marketing landscape. BISU highlighted several clear challenges when targeting international families:
Standing out from other international schools globally
Building trust with families who may never visit in person
Managing digital ads across multiple regions
Producing content that resonates with diverse audiences
These challenges underline the importance of strategic content planning, consistent brand storytelling, and platform tools that support multi-region engagement.
For international schools, this is not just about reach — it’s about building credibility, emotional connection in a crowded digital space and lasting impact. As schools continue to explore AI & tech solutions, there’s a growing opportunity to bring more structure and clarity to international marketing efforts.
Final Thoughts
BISU’s response highlights that while geographies may differ, the digital marketing journey and drive for positive engagement is shared.
Schools across the world are facing the same pressure:
be visible, be strategic, be efficient.
BISU’s experience demonstrates how resilience, innovation, and thoughtful planning can turn challenges into opportunities that strengthen growth and extend global reach.
With thanks to the BISU and staff. We are united and support together.
Source: Part of the MA for Schools & DES Biennial Digital Marketing Survey series. With thanks to the participating schools & DES data insights.*
Infographics summary of the 3-Part School Digital Marketing Survey
We would like to extend a huge thank you to those schools* who completed the surveys, particularly the BISU.
We intend to continue to build on this research with future biennial (every 2 years) digital survey updates.
Support.
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Review the DES digital marketing solution to help support you and your school.
Read about us and our unique school focused team – Marketing Advisers for Schools.
By MA for Schools & DES team
* With thanks to the participating schools in the 2025 survey research, and also to the AMCIS organisation for their support to share the survey questions.
Brambletye School, Cargilfield School, Claires Court School, Dulwich Prep & Senior, Edge Grove, Hurstpierpoint College, Ipswich High School, Kelvinside, King’s House, Lancing College, Palmers Green High School, San Anton School, Solihull School, St Edmund’s College and Prep, St James Schools, St Margaret’s School for Girls, The Mall School, The Perse, Tockington Manor School, Worksop College & Ranby House and the British International School, Ukraine.
With insights support from – Canford School, Charlotte House Prep School, Eastbourne College & St Andrews Prep, Sedbergh School, St Peter’s York & Windlesham House School.
2022/23 – Research survey respondents.
Dame Allans, Royal High School Bath, Rendcomb College, Canford School, Scarborough College, Shiplake College, Kings House School, Clongowes Wood College, Bristol Grammar School, Highfield and Brookham, Bryanston School, Birkenhead School, St Columba’s College, Prep Schools Trust, Ibstock Place School, Heritage School, Mount School York, Minerva Virtual, Wellington School, Sandroyd School, Marlborough House School, Uppingham School, Salcombe Prep, Hillhouse School (Doncaster), Moulsford School, Lochinver House, Hulme Grammar School.
Supported by DES by MA for Schools.
