A school or nursery in Dubai should brief a marketing agency around the admissions journey and the places it can responsibly offer. Parents need accurate information before they enquire, and the admissions team needs a workable way to respond. A large number of contacts is not a useful result if they relate to unavailable year groups, the wrong campus or an unsuitable programme.
LunaSol provides education marketing in Dubai. This guide covers the marketing brief and information flow. Admissions decisions, educational claims and the approvals required for children's images remain with the institution's responsible team.
Start with the information parents compare
Identify the campus, curriculum or programme, age or year-group coverage, admissions route and current availability. Explain fees and inclusions through the institution's approved source. Keep these details consistent across the website and the material the admissions team sends. An attractive campaign should not require parents to resolve conflicting facts after they click.
KHDA's school directory provides school information including curriculum, location and fee-related materials. Check the institution's own published claims against the applicable official record. Do not carry a rating, award or inspection statement forward without its exact scope and date. Nursery-specific information should be checked against the appropriate record rather than assumed from school guidance. Source reviewed on 3 November 2026.
Map enquiries to admissions stages
| Stage | What to record for marketing review | Useful improvement question |
|---|---|---|
| Parent enquiry | Relevant campus and requested intake or year group | Is the campaign attracting enquiries for available provision? |
| Admissions contact | Whether the team established contact | Is the handoff working? |
| Tour booked | Confirmed visit or information session | Is the next step clear and convenient? |
| Tour attended | Attendance, separate from booking | Are reminders and practical details sufficient? |
| Application | A submitted application under the institution's process | Are parents receiving the information they need? |
| Enrolment | The institution's confirmed enrolment stage | Which enquiry cohorts progressed, within a defined period? |
Use the minimum information necessary in agency reporting. Marketing analysis does not require copying a child's detailed admissions record into a campaign spreadsheet. Agree appropriate access, aggregation and handling with the institution. Keep sensitive discussions within the authorised admissions process.
Show the experience through approved evidence
A useful production brief identifies the questions each asset answers: what the learning environment looks like, how a tour works or how the team explains the programme. An interview with an authorised staff member can provide substance that a general campus montage cannot. Show actual facilities and identify any proposed development as proposed.
Before filming, confirm participants, locations, supervision and publication permissions with the institution. Build a practical review stage into the schedule. Avoid capturing names, screens or documents incidentally. If a child cannot be included, the production plan needs an alternative shot rather than an improvised decision on the day.
Plan around intake capacity
Separate campaigns by the provision they promote when availability differs. Pause or change messages when a year group fills. A waiting-list enquiry may still have value, but the parent should understand what is available now. The agency and admissions team need an agreed update routine so old availability does not remain in paid or organic content.
Provide LunaSol with the priority intake, approved programme facts and current admissions journey through our education marketing page. Our guide to social marketing timelines provides wider planning context; judge this work against the institution's actual intake cycle and confirmed admissions stages.