Malvern College Tokyo (MCT)

Malvern College was founded in Malvern, England, in 1865. Since then, the school has established itself as a leader in education and has expanded around the globe. Malvern College Tokyo, its 10th worldwide campus, opened in 2023.

Before the school opened its doors and was preparing to invite new students and parents into its learning community, it needed to make an impact in the local market. They were looking for a company with a track record of expertise for promoting international schools and other market entries and expansions in Japan. That is why one of our regular clients recommended Custom Media to MCT.

Spending time in close consultation with them, we began to develop a plan to help them achieve their goals. Our work began with advertorials that ran in BCCJ ACUMEN, which we founded and produced for the British Chamber of Commerce in Japan; INTOUCH, the membership magazine of Tokyo American Club of which we are exclusive marketing and media partners; and The Canadian, the official magazine of the Canadian Chamber of Commerce in Japan. These served as an ideal introduction to a readership of high-net-worth and well-networked expats.

Later in our partnership with them, we leveraged our close connection with the British Embassy Tokyo, arranging to host the official launch of the school at the Residence of Ambassador Julia Longbottom CMG, who gave a stirring speech. The event drew an audience of more than 100 guests from the worlds of politics, education and business. We captured the event on video and produced an article that was published on our in-house media platform, GoConnect.

As the school grew closer to opening, we regularly produced content for them that illustrated aspects of the school’s curriculum and educational philosophy. And once they did open their doors, we helped boost awareness of the school, by organizing and executing ads on Google and Facebook. We carefully adjusted the content and imagery for the ads to boost awareness and drive sign-ups for school information sessions.

To promote the school’s grand opening, we produced a bilingual press release that was distributed in Japan and the UK. We continue to produce content for them, which we publish on GoConnect, and have also produced a set of landing pages that will allow them to optimize the promotion of their events and drive interest in school admissions.

Thanks to our efforts, Malvern College Tokyo successfully reached their target audience, increased the number of admission meetings, and hit their student intake goals.