Published on 9th October 2024 | 2:00 PM

In a market filled with competitors such as education franchises in India, it is possible to regain and bring change in the student community through brand evangelists instead of multiple forms of advertisements. When you allow the students to be the brand ambassadors of your education institute franchise, you not only get a marketing tool that is authentic, but it is also fiercely credible and quite effective.

The Unique Power of Student-Led Marketing in Franchising

Why is student-led marketing so effective, especially for education franchises? The answer lies in two key areas: trust and reach. Potential clients and their parents are much more likely to believe word of mouth than any advertisement or picture-perfect portrayal of your educational services. Additionally, students directly or indirectly are influenced by peers, parents, siblings and social media followers who in turn can be influenced by the positive attitude toward your franchise. Powering students is not just a tactic in a world where user-generated content and opinions are vital. It’s not just a technique; it’s a phenomenon.

Reimagining Students as Franchise Ambassadors

The power of student marketing lies in how creative and authentic the end result can be. Here’s a fresh take on how you can turn this strategy into an engine of growth for your education franchise in India:

Turn Everyday Interactions into Stories

Replace canned testimonials with the everyday experiences of students in real time. These could stretch from how they have solved a difficult assignment and was able to do so through the methods of learning they received from your coaching to how they were able to make friends within the fraternity of the franchise. This form of narration seems quite organic and helps students to share why your education franchise is the best place to be. Encourage micro-stories: an Instagram story about a student preparing for an exam, a LinkedIn post on their growth after joining your franchise, or even a short, unedited vlog where they discuss the skills they’ve gained. This spontaneous, content-driven approach engages new audiences by highlighting the genuine student experience.

Let Students Shape the Brand

A traditional marketing approach often involves the franchisor dictating the narrative. In a student-led strategy, flip the script. Let students shape how your franchise is presented. Instead of rigidly controlling the message, give students the creative freedom to interpret your education franchise’s mission in their own words and style. Host student-run campaigns where learners brainstorm ideas and create promotional material. Whether it's a hashtag challenge or an innovative referral idea, giving students autonomy ensures the marketing feels student-centred, which resonates more deeply with their peers. Also read: Marketing Strategies for Education Franchises

Create a ‘Franchisee for a Day’ Experience

Why not allow students to actually experience what it might be like to be a franchisee? Organize an open day where chosen students temporarily become stakeholders—either managing a student event, drafting social media posting/blueprint, or engaging with new leads. When students are given the opportunity to lead, they become aware of the operational aspects of your Coaching Franchise and in turn, share that unique behind-the-scenes experience with their community. This "insider view" can spark curiosity and inspire others to explore joining your franchise.

The Ripple Effect: From Student to Franchisee

Instead of just selling your education franchise to students, a student-based marketing strategy creates the foundation for future franchisees. Some of the students who participate in the promotion of the franchise during their learning activities may change their minds in the future and open their own franchise. In fact, they have been ambassadors before—they know the importance of the brand, its capabilities, and its possibilities. By sustaining the relationship beyond graduation, you establish a pool of future business owners who have a vested interest in ensuring success in the franchise. These students could become franchisees themselves and expand the network with people who have firsthand experience with the company. Related blog: Tips for Entrepreneurs

Students as Long-Term Growth Partners

A student-led marketing and promotion campaign not only increases immediate enrollment but also develops a long-term following that is advantageous to your franchise. Not only are you spreading the word about your education franchise further, but also laying the groundwork for potential future franchisees. Creating such loyalty and organic growth in an education market will put your education institute franchise in a unique place. In this way, by positioning students as the focus of your marketing approach, you are not simply selling; you're fostering a movement that students—and their communities—will proudly champion.