Madrid, May 19, 2025. CICAE has held the first day of the CICAEImpulsa working group, dedicated to analyzing trends and strategies in educational marketing, a meeting and learning space aimed at those responsible for marketing and admissions of its associated centers.
The event, which took place at Los Sauces La Moraleja School, brought together professionals from the sector in a day of training, reflection and collaboration on the new challenges of educational communication.
The opening was led by Elena Cid, general manager of the association, who stressed the importance of this new initiative to promote networking, joint learning and the sharing of best practices.
Anticipating the future, the importance of “branding” and transforming with AI
The day began with an inspiring presentation by Enrique Escandón, Director of Global Marketing and Admissions at SEK International Schools, who discussed the keys to anticipating industry trends and adapting strategies according to the size and profile of each school. He stressed the importance of educational branding and understanding the new generational demands of families.
The participants then tested their persuasive skills in an “Elevator Pitch” dynamic, where they had one minute to present their school and convince the public, demonstrating the diversity of approaches and proposals within CICAE schools.
The second part of the day consisted of a practical workshop given by Ignacio Vallejo-Nágera and Rubén Sarmiento CEO and CMO of MiCole, respectively. Attendees were able to discover how artificial intelligence and automation are revolutionizing educational marketing, with applied examples of personalization, content creation and automated workflows.
Round table: real challenges and next steps
In the final stretch of the meeting, there was an enriching round table moderated by Enrique Escandón, in which participated:
- Carlos Francín (Digital Marketing Manager, Globeducate),
- María Fernanda Goñi (Head of Marketing Spain, Inspired),
- Julio Vidal (Head of Marketing, Institución Educativa Los Sauces).
Together they discussed current successes and challenges in center communication, the relationship between marketing and admissions, and building family loyalty through social media and consistent branding strategies.
The closing of the day served to reaffirm CICAE’s commitment to the creation of an active and permanent network of collaboration between educational marketing professionals. In the words of Elena Cid: “We hope that this conference has been just the beginning of a space for the exchange of experiences and best practices among marketing managers and administrations of our centers”.
