Founded in 2017, British Canadian International School (BCI) was established to provide British curriculum for international families in Somaliland. As one of the few international schools in Hargeisa, BCI aimed to offer an academic experience that met global standards, ensuring students could transition seamlessly into Western education systems.

I joined BCI during its early stages, initially as a school administrator before stepping into a junior marketing role. My focus was on laying the groundwork for the school’s operational and marketing efforts, helping shape its identity and outreach strategies. During my time at BCI, I worked to establish its brand presence, strengthen community engagement, and support its long-term growth.

Building a strong foundation for an international school in Hargeisa

Challenges

Strategy

To drive enrolment and establish BCI’s presence, we conducted market research to identify the most effective channels for reaching our target audience. We implemented a multi-channel marketing approach, combining out-of-home advertising, media outreach, and community engagement.

Beyond academics, we recognised a deeper concern among families moving to Hargeisa, many struggled with a sense of belonging. This insight led us to position BCI not just as a school but as a welcoming hub for international families, fostering a sense of community and shared experiences.

Solutions

British Canadian International School (BCI) was a newly established international KG and primary school in Hargeisa, Somaliland, offering a high-quality British curriculum for international families. However, the school faced several challenges in its early stages. It lacked visibility in the market and was competing against a well-established international school with a significant market share.

Additionally, while BCI differentiated itself by offering a non-religious curriculum, many parents were unfamiliar with its value proposition. The key challenge was effectively positioning BCI, building brand awareness, and ensuring sufficient student enrolment to sustain operations.

We launched an out-of-home advertising campaign leveraging radio spots, TV interviews, and strategic placements to increase BCI’s visibility. This helped introduce the school’s mission and curriculum to a wider audience.

To address the isolation often felt by international families, we allocated a significant portion of our marketing budget to community-building initiatives. By hosting school-sponsored events, we provided parents with opportunities to connect, strengthening relationships and trust.

Positioning BCI as an active sponsor and host for local international events helped solidify its reputation as a community-driven institution. These initiatives not only reinforced brand awareness but also became a key driver of student enrolment. As parents formed close-knit networks, word-of-mouth referrals became a powerful tool, helping BCI establish a strong and sustainable market presence.