An invitation might get an event into an agent’s diary, but it is rarely enough to make a school memorable. Education agents receive invitations to workshops, networking events, webinars, familiarisation trips and industry gatherings throughout the year. With so many opportunities competing for their attention, schools need to give agents a genuine reason to attend and an even better reason to remember them afterwards.
For schools and education providers, successful event preparation starts well before the first handshake. It means understanding what agents need, communicating with purpose, bringing useful information to the table and following up while the conversation is still fresh.
If your school is attending an international education workshop or event, here is how to make every interaction count.
Sending an invitation is only the first step.
Agents are busy professionals managing student enquiries, applications, school relationships and travel arrangements. They may receive dozens of event invitations, often featuring similar messages and promises. A generic email saying that your school will be attending is unlikely to generate much excitement.
The schools that stand out are those that provide value before the event even begins.
Think about what an agent could gain from meeting your team. Are you launching a new programme? Do you have accommodation options that suit a particular market? Have your fees changed? Are there new progression opportunities for students? Perhaps you have useful information about destinations, visa requirements or the types of students currently choosing your programmes.
These details can turn an ordinary invitation into a meaningful reason to meet.
The goal is not simply to increase attendance. It is to create interest, start conversations and make it easier for agents to see where your school fits into their portfolio.
Good preparation starts with clear objectives.
Before attending a workshop or event, decide what you want to achieve. This could include meeting new agents, strengthening existing relationships, introducing a new course, entering a new market or generating enquiries for a particular programme.
Once the objective is clear, your communication becomes much more focused.
Not every agent needs the same information. An agency specialising in university placements may have very different priorities from one sending teenagers on summer programmes.
Consider the markets, age groups and student profiles that each agent works with. Tailor your messaging accordingly and make it clear why your offering could be relevant to their students.
Do not wait until the day of the workshop to start the conversation.
Send useful information in advance and remind agents what they can expect from meeting your team. If there is a new programme, updated accommodation option or special development worth discussing, mention it.
You can also share a short introduction to the person attending from your school. Putting a face to a name can make the eventual meeting feel much more personal.
Your brochures, presentations and digital resources should all contain current information.
Check your course descriptions, fees, dates, accommodation information, contact details and photographs before heading to the event. Outdated information can quickly undermine confidence.
It is also worth preparing digital materials that agents can easily access and share with colleagues or students after the event.
Events are busy environments. Your school needs to be recognisable and easy to remember.
High quality photographs, engaging videos, student testimonials and images of your campus or destination can help bring your offering to life. Visual content can also give agents something useful to share with students once they return to the office.
The person representing your school matters.
Your representative should understand the programmes, know the key selling points and feel comfortable answering questions. More importantly, they should be interested in listening.
A good event representative does not simply deliver a sales pitch. They ask questions, understand an agent’s market and look for opportunities to help.
The period before an event is an opportunity to build anticipation.
Instead of sending repeated reminders, use your communication to offer something useful.
You could share a short teaser about a new course, introduce an exciting programme feature or highlight a recent student success story. You could also provide a useful resource related to the market you are targeting.
For example, if you are attending an event with agents from Latin America, consider sharing information about programmes that have performed well with students from the region. If you work with agents specialising in juniors, highlight your supervision, activities, accommodation and safeguarding arrangements.
Small details can make a significant difference.
Your pre event communication should answer one important question for the agent:
Why is it worth spending time with this school?
If the answer is clear, you are already creating a stronger connection before the event begins.
Preparation should extend to everything you take with you.
Start with the essentials, including updated brochures, course information and contact details. Then think about what would make an agent's job easier.
Make sure agents have accurate information about courses, start dates, duration, entry requirements and programme options.
Agents need straightforward information about fees. Include tuition, accommodation and any additional costs where appropriate. If there are seasonal prices or different options, make these easy to understand.
Accommodation can be a major factor when agents are recommending a school. Provide information about available options, locations, meal arrangements, supervision and what makes each choice suitable for different student profiles.
Real experiences can be much more memorable than a list of features.
Bring testimonials, photographs and short stories that demonstrate what students actually experience. A story about a student's progress, cultural experience or success can give agents something they can easily communicate to prospective students.
Make it simple for agents to access your website, course pages, videos, photographs and other useful resources. QR codes can be particularly helpful at busy events, allowing representatives to share information without handing over piles of printed material.
Demonstrate that you understand the agents you are meeting.
Share information about student trends, popular programmes, destination preferences or opportunities that may be particularly relevant to their market. This changes the conversation from simply promoting your school to discussing how you can work together.
One of the biggest mistakes schools can make at events is talking too much about themselves.
Of course, agents need to understand your programmes, but the strongest conversations are two way.
Ask about the types of students they work with. Find out which destinations are becoming more popular. Ask what challenges they are experiencing and what information they need from schools.
This can reveal opportunities that would otherwise be missed.
An agent might tell you that parents are increasingly asking about accommodation. Another may explain that students are looking for shorter programmes. Someone else may be searching for options suitable for mature learners.
These conversations give your team valuable market intelligence while helping agents feel heard and understood.
The event may end when everyone leaves the venue, but the relationship should not.
A timely follow up can make the difference between a promising conversation and a forgotten one. Avoid sending the same generic message to everyone you met.
Instead, refer to the conversation you had.
If an agent asked about accommodation, send the relevant information. If they were interested in a particular programme, share the course details. If they mentioned a potential student, explain the next steps.
Personalisation shows that you were listening.
It is also useful to send resources that make it easier for agents to continue the conversation with their students. This could include brochures, videos, programme pages, testimonials, price lists or application information.
Most importantly, give the relationship a clear next step.
Could you arrange a follow up call? Would a campus tour be useful? Is there a student enquiry you can help with? Could you provide additional information about a particular programme?
The easier you make the next step, the more likely it is to happen.
An event should not be treated as a single day of networking.
The conversations, questions and feedback collected at workshops can inform future marketing activity. They can help you understand which programmes attract attention, which markets have growth potential and which questions agents repeatedly ask.
You can also turn event content into social media posts, newsletters, blog articles and direct communications with agents.
A photograph from the event might introduce your representative. A question raised by several agents could become a useful article. A new programme discussed during meetings could be highlighted in a targeted campaign.
In other words, the value of an event can continue long after the venue has emptied.
Before your next international education workshop or event, ask yourself:
If you can answer yes to these questions, you are already approaching the event as more than a networking opportunity.
International education events are about relationships, not simply attendance.
An invitation may open the door, but thoughtful preparation creates interest, useful conversations build trust and effective follow up keeps the relationship moving.
For schools, the real measure of a successful workshop should not be how many business cards were collected or how many meetings took place. It should be what happens afterwards.
When agents leave an event with useful information, a positive impression and a clear understanding of how your school can support their students, you have created something much more valuable than a single meeting.
You have started building a partnership.
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