How do you choose a school for you children? What factors are important in making this important choice? This presentation, based on the experience of international education at the International School of Brussels (ISB), Belgium, formed part of a informational seminar to expatrirates organised by ING, xpats.com and the Bulletin in April 2009.

1. Choosing an International School in Brussels
David Willows
Director of External Relations, ISB
www.isb.be

2. www.isb.be
The event

3. Telling the story
of my school
And helping people
find their place in that story

4. What do we all want for our children?

5. What do we all want for our children?
Will my child be safe?
Will my child be happy?
Will my child learn anything?
Will my child fit in?
Will my child transfer on effectively to the next stage?

6. What do we all want for our children?
Will my child be safe?
Will my child be happy?
Will my child learn anything?
Will my child fit in?
Will my child transfer on effectively to the next stage?
Happy Ethical Successful

7. What motivates people?
What do we already know
Colleagues in Brussels 36%
Website 31%
Employer 9%
Colleagues at home 8%
Relocation agents 7%
Expatriate forums 5%
Books/magazines 3%
Adverts 1%

8. What motivates people?
What do we already know
Two types of people:
Word of mouth 65%
Word of web 31%

9. What influences people?
What do we already know
Academics 23%
Other students / families 4%
Campus 13%
Tuition fees 4%
Campus visit / tour 11%
Athletics 3%
Conversations with teachers and staff 10%
Available space 3%
Location 9%
Website 1%
Learning support 7%
Brochures 0%
Values 7%
Extra curricular 5%

10. The business of international schools
Business is booming!
• More than 1000 international schools worldwide
• 6% increase in these schools each year
• Now represents a $4 billion industry
• Since 2001, international schools around the world have
experienced unprecedented growth, particularly in Asia

11. The business of international schools
Business is business
• Quality assurance: Accredited Schools (eg CIS)
• Profit making? Many not-for-profit, managed by volunteer Boards
• Balancing the books: Costs are high, so the fees are high
• Market competition: recruiting students and teachers

12. The business of international schools
Whom do we serve? ISB as an example…
• 1500 students, from 70 nationalities, aged 2 ½ - 19 years
• 24% US expatriates, compared with 42% ten years ago
• 10% Belgian and 10% Dutch, representing 2rd and 3rd largest community
groups
• Characterized by diversity – cultural, linguistic, ways of learning…
• 26% turnover each year

13. The business of international schools
The business of learning
• International Curricula: IB Diploma, AP International Diploma
• Access to top universities: >95% go on to top univerisities
• Academics, Arts, Athletics: opportunities to learn and be successful,
both inside and outside the classroom
• Access: Learning support, ESL, Technology…

14. The experience of international schools

15. ISB offers a rich, balanced programme of academics, arts, sports and service, designed as a
coherent learning continuum, Nursery through Grade 12/13. This programme of learning
provides a unique ISB experience through which:
The experience of international schools

16. Everyone Included
All learners’ needs are supported, their perspectives sought and
respected and their qualities valued and nurtured.
ISB offers a rich, balanced programme of academics, arts, sports and service, designed as a
coherent learning continuum, Nursery through Grade 12/13. This programme of learning
provides a unique ISB experience through which:
The experience of international schools

17. Everyone Challenged
All learners make annual learning progress through the achievement of
specific, appropriate learning targets.
ISB offers a rich, balanced programme of academics, arts, sports and service, designed as a
coherent learning continuum, Nursery through Grade 12/13. This programme of learning
provides a unique ISB experience through which:
The experience of international schools

18. Everyone Successful
All learners have multiple opportunities to succeed and to secure their
best future.
ISB offers a rich, balanced programme of academics, arts, sports and service, designed as a
coherent learning continuum, Nursery through Grade 12/13. This programme of learning
provides a unique ISB experience through which:
The experience of international schools

19. Independent Learner
All learners are able to explain what they are learning and why, to reflect
on their own learning and plan their next steps and to apply what they
have learned in a variety of situations.
ISB offers a rich, balanced programme of academics, arts, sports and service, designed as a
coherent learning continuum, Nursery through Grade 12/13. This programme of learning
provides a unique ISB experience through which:
The experience of international schools

20. International Citizen
All learners develop a personal code of ethics, respect for diversity of
opinion and culture, competency in communications, collaboration and
conflict resolution, an empathy for others, an age-appropriate
understanding of global issues and a disposition towards positive
community participation.
ISB offers a rich, balanced programme of academics, arts, sports and service, designed as a
coherent learning continuum, Nursery through Grade 12/13. This programme of learning
provides a unique ISB experience through which:
The experience of international schools

21. Happy
Successful
Ethical
Prepared for the real world
Prepared for real work
The experience of international schools

22. ISB2010
• Student Learning Agenda
•Professional Learning Agenda
•Campus Agenda
•Technology Agenda
•Environmental Agenda
The experience of international schools

23. The experience of international schools
ISB High School Student, The Experience of International Education, Newsweek 2008

24. In the end, it’s all about fit
Choosing the right school for your child,
on top of everything else,
is one of the most important
decisions you will make as
parents.
But what should you look for in a school?

25. Families, companies and organisations
purchase international school education in
just the same way as they buy a new
Luxury BMW, iPod or pair of Chanel
sunglasses.
In the end, it’s all about fit

26. • Costs vary: from 16000-28000 euros per year
• Often companies are paying as part of an expatriate package.
• Some schools will offer financial aid.
In the end, it’s all about fit

28. Starbucks as the ‘Third Place’:
•WORK
•HOME
•STARBUCKS
In the end, it’s all about fit
Kind of like Starbucks

29. Kind of like Starbucks
Starbucks as the ‘Third Place’:
•WORK
•HOME
•STARBUCKS
ISB
ISB
In the end, it’s all about fit

31. The International School of Brussels - Kattenberg 19, 1170 Brussels. Belgium - Tel: 00 32 (2) 661 42 11 - Fax: 00 32 (2) 661 42 00
www.isb.be
To keep the conversation going….
David Willows PhD
Director of External Relations
International School of Brussels (ISB)
Kattenberg 19
Brussels, Belgium
Telephone: +32 2 661 4223
GSM: +32 485 732564
Skype: davidwillows
Blog: http://davidwillows.squarespace.com
www.isb.be