Camelot International School: Increasing Total Enrollments by 20 Percent

Custom Media K.K.
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Camelot was looking to bring in more students, while also increasing their cultural diversity.

About the Project

Founded in 2014, Camelot International School is a K–12 school in Itabashi-ku, Tokyo. Camelot is a fully accredited Cambridge institution that follows the Cambridge Primary and Lower Secondary curriculum, followed by the International General Certificate of Secondary Education subjects.

The Challenge

Camelot was looking to bring in more students, while also increasing their cultural diversity—as of 2018, nearly 90 percent of their students were from Japanese families. Camelot came to Custom Media to help them achieve results on both fronts.

The Solution

We took a two-pronged approach in coming up with a solution for the school. First, we identified the school’s unique selling propositions (USPs) for expat families. Chief among these were Camelot’s Cambridge curriculum, smaller class size, and affordable tuition.

Once we had established Camelot’s USPs, we focused on reaching the right audience. We targeted a network of people living in Tokyo with affiliations to the UK, including British expats, by providing Camelot with a print advertisement in BCCJ ACUMEN, the magazine that we publish for the British Chamber of Commerce in Japan (BCCJ), and digital coverage on the BCCJ ACUMEN website, in the BCCJ’s A-List of international schools.


Thanks to the attention that we were able to bring to Camelot International School, they now have the opportunity to reach more prospective families and offer a more diverse learning environment.