Geneva | Ubiq X On Tour Geneva

Families don't buy a school place. They buy into a future.

Like any luxury product, parents are making a huge emotional and financial investment, and it will shape their family's life for years. Yet most schools still market the facts: facilities, results, fees.

The best luxury brands have established themselves as so by selling belonging, lifestyle and identity. Then they back it with a proposition strong enough to justify the price.

In this session, we'll take a top-line look at how the luxury market wins high-stakes decisions. Then, our guest from the luxury sector sits down with Dan Cohen, Ubiq's Head of UK Sales, for a fireside chat that brings every lesson back to your school, from first impression to signed contract.

You'll walk away knowing:

• Why emotion closes the deal and logic justifies it
• How a sharp brand proposition earns a premium
• How to make every touchpoint feel five-star

Today’s modern parents operate in a pressure cooker of constant noise. They no longer engage with schools along a neat, predictable path. Instead, they interact across a vast web of channels, checking websites, consuming content, and making monumental educational decisions at unconventional times of day.

The reality for school marketers is simple: the linear marketing funnel is dead. To connect with families today, we must embrace The Research Playground, a conceptual framework that reflects the true, non-linear journey modern parents take.

Rather than moving sequentially from awareness to admission, prospective parents jump, explore, hesitate, and flip back and forth between touchpoints on their own terms.

This presentation offers a fresh approach to reimagining your school’s marketing tactics. Instead of treating channels as rigid conversion steps, you will discover how to transform them into engaging, open-ended spaces where parents can explore your brand, digest your ethos, and make decisions with as little friction as possible.

What happens when every school can create polished content in seconds?

The words get better. The visuals get slicker. And somehow, everything starts to sound a little bit the same.

When polish is no longer a competitive advantage, what becomes more valuable are the stories that are uniquely yours. The ones that come from students, teachers and the genuine moments that capture what a school actually feels like. The stories that are real and unmistakably human.

This session explores why authentic storytelling matters more than ever in the age of AI, and why the strongest schools will not be the ones that simply look and sound the best, but the ones that stay true to who they are. Because the goal is not to sound better than every other school. It is to sound like yourself.

Parents have stopped scrolling through search results. They ask ChatGPT, “What’s the best boarding school in Switzerland?” and get a single answer. Is it you?

ChatGPT, Gemini, Perplexity and Google’s AI Overviews are fast becoming the first stop for families researching schools. These tools don’t rank pages. They recommend schools. And they build that recommendation from everything written about you, on your website and far beyond it.

Emir breaks down Generative Engine Optimisation (GEO) and shows what it takes for your school to show up in those answers.

You’ll learn:

• How GEO differs from traditional SEO, and why you need both
• How to track the traffic AI already sends your way
• How to write clear, confident content that AI trusts and cites
• Why reviews, directories and articles about your school now shape your visibility

Be the answer, not an afterthought.

Parents don't choose a school based on one open day or a well-written prospectus. They research online, ask other families, compare their options and build an impression of your school long before they ever make an enquiry.

So how do you influence that journey — and turn interest into enrolment?

In this panel, leaders from Swiss international education explore how marketing and admissions teams can work together to attract the right families, communicate what makes their school different and turn enquiries into enrolments. They'll discuss the role of parent ambassadors and other stakeholders, how to create a consistent experience across multiple campuses, and how to stand out in a competitive market when budgets are tight and creativity matters more than ever.

Expect practical insights into what really influences parental decisions, where marketing and admissions can work better together, and how to make every interaction count.

Selling a world-class educational journey only to falter at onboarding is like booking families on a luxury cruise and delivering a bumpy ferry ride. In this high-touch session, discover why the “moment of truth”, that critical transition from admissions offer to everyday school life, defines long-term family trust and retention.

This session explores how to align your school onboarding program with relationship-building, high-touch personalisation, and seamless family care. You will learn how to close the gap between marketing expectations and operational reality, turn onboarding into an immersive brand experience, and build a surrounding “school family” that keeps parents deeply connected and reassured, even from thousands of miles away.

The best ideas in school marketing rarely start in schools.

The world’s most admired brands compete for attention every second of every day. They test fast, learn faster and aren’t afraid to break the rules of their category. Meanwhile, too many schools copy each other and hope to stand out.

In this session, a leader from outside education shows how top commercial brands win attention, earn loyalty and keep innovating when the market won’t sit still. Then they bring it back to your school, with ideas you can apply to your brand, your campaigns and every family touchpoint.

Leave with a fresh lens on your marketing and the confidence to lead your category, not follow it.