In the competitive international schools market, there are numerous ways settings can try and stand out: from glossy advertising and promotional videos shared online to touting academic scores and grades.
However, to show a truly authentic version of a school, an in-house magazine that shares news, celebrates achievements and generally provides an insight into the community life of a school for parents, alumni, pupils - and prospective families - is hard to beat.
That’s why at Light International School Mombasa in Kenya, we launched a school magazine in 2023 called (appropriately) Spotlight and have now produced three issues.
This is why as well as being a fantastic creative outlet for pupils, it is also a secret weapon in the world of school marketing...
1. A truly pupil-led activity
Perhaps most importantly, one of the key drivers of Spotlight is that it is entirely pupil-led, providing an authentic and fresh perspective.
This allows the magazine to serve as a marketing statement itself by showcasing the school’s dedication to fostering leadership, innovation and experiential learning in our pupils - and trust that they can produce high-quality content we as a school are happy to share and promote.
As such, the pupil editorial team manages content, conducts interviews and oversees production, demonstrating our school’s commitment to empowering pupils with real-world experiences.
2. Showcasing success stories
As per the above, the pupils have developed numerous sections within the magazine to showcase what they have been doing and celebrate successes - which we in turn can use to engage prospective parents.
For example, notable Spotlight features have included pupils discussing their service-learning initiatives, such as collaborations with the Kenya Red Cross and United Nations Youth Association Kenya, underlining our commitment to social responsibility - often a key factor for parents and stakeholders looking for a well-rounded education.
Another feature, Access to Success, showcases pupils excelling academically, including top achievers in Cambridge examinations. This appeals to families prioritising academic excellence when choosing a school.
Spotlight also highlights the school’s commitment to value-based education, which is increasingly important to parents seeking a holistic learning environment.
Similarly, the Student Internship and Career Guidance segment highlights how our school prepares pupils for higher education and the workforce by discussing everything from internship experiences and university acceptances to alumni testimonials.
Given all this, it is perhaps no surprise our admissions officer now actively uses the magazine during discussions with prospective families by flipping through its pages to highlight key success stories and programs.
3. Strengthening parental engagement
Of course, we don’t just want to appeal to prospective families. Existing parents are the best marketing ambassadors for a school, so word-of-mouth remains one of the most effective ways to attract families, and engaged parents play a key role.
Spotlight helps us do this by keeping parents informed about pupil success and school initiatives, reinforcing their trust and confidence in the institution. When parents see consistent excellence, they naturally advocate for the school within their networks.
4. Building alumni relations
Alumni demonstrate the long-term impact of an education at our school, and Spotlight keeps them connected, helping them retain a sense of connection to the school long after they have left.
What’s more, by featuring alumni success stories and career milestones, the magazine fosters loyalty while inspiring current pupils.
Finally, for prospective families, we can demonstrate clear examples of how we produce successful graduates, making alumni a powerful marketing asset and a testament to the school’s excellence.
5. Enhancing partnerships
External partnerships with corporations, NGOs and educational organisations contribute to the school’s growth. Spotlight highlights these collaborations, strengthening existing relationships while attracting new opportunities.
We often see organisations featured in the magazine share our work within their networks, extending our marketing reach beyond the educational sector.
Ultimately, a school magazine is more than just a publication - it is a strategic marketing asset that strengthens community engagement and brand positioning.
By integrating pupil-led journalism, digital outreach and compelling storytelling, it can help serve as a fantastic way to showcase what a school is doing and engage a raft of stakeholders to help a school stand out.
You can read our past issues of Spotlight here:
Ildar Iliazov is principal of Light International School Mombasa in Kenya
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