Playing the Marketing Game

Secondary Schools are big business in Uganda. WTA is a rare exception, being run on a 'not for profit' basis. At this time of year, despite being in the midst of late night revision sessions and the long exam season, many schools are 'touting for business' and recruiting for 2026. However, it's a pretty ruthless business. 

As more and more schools open up in the hope of making big profits, their offers and claims of top results can get increasingly 'creative', with fake educational news. Sometimes, it is hard to swim truthfully upstream in a river of blatant hype, untruth and community gossip. Occasionally, WTA parents are lured elsewhere in the hunt for cheaper fees, but they often end up bringing their children back, realising that the grass isn't necessarily greener. Jumping schools is usually to the detriment of the student. 

This year, Charles and his team decided to not only get ahead of the game, but also to play the game and be more proactive. The school's marketing team have produced glossy, new brochures, Good Luck cards and branded pens to impress primary leaving children and their parents. There are calendars, hoodies and even a TikTok account. (Move over websites, TikTok is considered a serious marketing approach to appeal to future parents and students!)

WTA teachers are also out and about in the school bus, (which is a mobile advert in itself!), canvassing in primary school assemblies, churches and community groups all around the country. Of course, time will tell whether all this intense activity has been suitably effective, but for now we should all wish them 'Good Luck and Every Success'.