Liz Perelstein, international education at the higest level
Liz Perelstein founder of School Choice International

With more than 200 million expats worldwide, International and local schools may already have students from all around the world. Embracing this diversity can be a powerful marketing tool.

School Choice International helps expat families to select the right schools for their children. With a database of schools, curriculum, and some 100 consultants worldwide in 50 key locations, the company promises parents to find schools that fit their children’s needs.

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Lukas Ritzel has spent more than 15 years helping companies coordinate media projects. He also lectures on media at IMI University Centre and other schools.

Young expat professionals do not respond to traditional campaigns. They’re not interested in photos of dressed up models  or sanitized PR speak.  What they crave for is authenticity, says Lukas Ritzel, Marketing & Web Strategist at Switzerland’s IMI University Centre–and they’re looking for it on social media sites. In an interview with Expat Marketing, Lukas explains why traditional marketing managers are struggling to cope.

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