Platform operations
WeChat & Xiaohongshu, run as enrollment infrastructure
See what families find when they search for you today.
Your families are researching you on platforms your team cannot see.
When a Chinese-speaking family researches a U.S. university or school, the search rarely starts on Google or your website. It starts on WeChat and Xiaohongshu (RED), in Chinese, usually on a parent's phone. What they find there, your official information or someone else's version of it, shapes the shortlist before your team knows they exist.
An account alone does not solve this. Families need to find the official account, trust that it is official, get accurate answers to decision questions, and reach a real admissions contact. AMB builds and operates that full path for institutions.
Audiences
One presence, two audiences
The same WeChat and Xiaohongshu presence serves two groups at once:
Families in mainland China researching U.S. study, who may never visit your English website before deciding whether you are credible.
Chinese-speaking families already in the U.S., including families in your own metro area weighing a local private school or a university for their child, who use the same platforms daily.
One content and account system therefore supports international recruitment and local enrollment at the same time. The audit and the content plan always state which audience each piece serves.
Reaching Chinese-Speaking Families: Independent Schools →Scope
What you get
Setup and verification
- Audit of any existing accounts, namesakes, and agent pages using your name
- Official account setup or recovery, with ownership held by your institution, not by AMB
- Naming, profile, and verification work in English and Chinese, so families can tell the official account from imitations
Content operations
- A monthly editorial plan built from the questions families actually ask: costs, deadlines, program fit, safety, outcomes, how to visit, who to contact
- Chinese-language content written in-market, reviewed against your official facts, and approved by your named reviewer before anything publishes
- Formats matched to each platform: WeChat articles and service messages, Xiaohongshu posts built for search and saving
Inquiry path
- Every content item ends at a next step your team owns: an inquiry form, a visit page, or a named contact route
- Routing agreed with Admissions in advance, including who responds, in what language, and within what time
- Where relevant, connection into your existing CRM process rather than a parallel spreadsheet
Reporting your leadership can use
- A monthly one-page report: what was published, what families read and saved, what questions recurred, and what reached Admissions
- Platform metrics reported as platform metrics. We do not present followers or reads as enrollment results
Workflow
How an engagement runs
- Weeks 1-2Audit and account work.
The China Visibility Audit, account setup or cleanup, naming and verification, agreement on approval workflow and inquiry ownership.
- Weeks 3-4Content system.
Priority question list, editorial templates, first content batch through your approval process.
- Month 2 onwardOperation.
Publishing to the agreed calendar, inquiry routing checks, monthly reporting and a review call with your team.
- QuarterlyReview against enrollment priorities.
Content and effort re-pointed at the programs, grades, or markets your leadership cares about that cycle.
Full capability
The full picture: everything this can grow into
The presence above is the entry point, not the ceiling. AMB's full capability, built over a decade of China-market work for education and global brands, is available module by module as your program matures:
Social CRM and marketing automation.
Follower tagging and segmentation, lead scoring, designed user journeys, channel-specific welcome flows, chatbot first-line answers with human handoff, dynamic QR codes that identify where each follower came from, and nurturing programs that move a family from first follow to inquiry. This is the layer that turned SCAD's WeChat from a publishing channel into an admissions service hub.
China-hosted website and mini-sites.
Design and development hosted in mainland China, including ICP registration, bilingual CMS, inquiry forms that sync to your CRM, and WeChat integration, so families in China get a fast, complete version of your institution instead of a slow foreign site.
Campaigns and interactive formats.
H5 campaigns, mini-programs, infographics, live-streamed and virtual events, and seasonal campaigns built for sharing, each wired into the same tagging and lead flow.
Paid media in China.
WeChat advertising (Moments and in-article) and other platform media, targeted and timed to admissions cycles, planned and bought in-market.
The wider Chinese search ecosystem.
Visibility work beyond social platforms: Baidu search presence, Baidu Baike (encyclopedia) entries created and maintained, Baidu Zhidao and Zhihu question-and-answer content, and search optimisation inside WeChat itself, so your institution is the accurate answer wherever families check.
More platforms, when they fit.
Xiaohongshu is in the core offer above; AMB also operates Weibo, Douyin, and Zhihu presences where a client's audience justifies them.
Reputation and issues.
Ongoing monitoring, factual correction, and ePR across Chinese platforms, covered on our reputation page.
Group and multi-campus architecture.
For school groups and university systems: a brand-level account connected to individual school or campus accounts, shared tagging and journeys, pilot deployment at one or two units, then rollout, the structure AMB designed for Dulwich College International's network of schools.
Training and handover.
Guidebooks and workshops that transfer the operating model to your in-house or in-country team when you want to internalise it.
You do not need most of this on day one. You need to know the partner you start small with can carry the program when it works, so growth does not mean starting again with a new vendor.
SCAD · Savannah College of Art and Design
Evidence
For SCAD, AMB built a China-hosted website, an official WeChat presence, and an SCRM-to-CRM workflow as one connected path: 10,000+ unique China-site visitors over 2.5 years, 4,000+ new WeChat followers over 3 years, and 40+ requests for information passed to Admissions over 18 months.
Read the SCAD case →Current AMB clients include IMG Academy and SCAD. AMB works for institutions only. We are not a student agency, we do not represent students, and we are not paid per enrolled student.
Engagement model
How engagements start, and how they are priced
Almost no institution should buy the full program first, and we do not sell it that way. Clients start with a small, fixed initial engagement, the core presence above, scoped tightly enough that your team can judge the work on evidence within one admissions cycle. Expansion comes later, module by module, when the initial work has proved itself.
Pricing follows the same logic. This is professional services work, and the right scope depends on your accounts, your markets, and what your internal team can already do, so we do not publish a rate card. After the audit, you receive a written proposal with the scope, the deliverables, and a fixed price for the initial engagement. There is no per-student commission and no per-inquiry fee, at the start or later.
Questions
FAQ
Who owns the accounts?
Your institution. AMB operates them under your authorization. If the engagement ends, the accounts, content, and audience stay with you.
Who approves content?
Your named reviewer. Nothing publishes without institutional approval, and all facts come from your official sources.
We already have an account a former staff member set up.
Common, and fixable. The audit establishes what exists, who controls it, and what recovery or cleanup is possible before any new publishing.
Can you guarantee inquiries or enrollment?
No, and any partner who does should concern you. We guarantee the work: a findable official presence, accurate and approved content, a working inquiry path, and honest reporting on what it produces.
Why not just translate our website and news?
Because families do not search for your news. They search for answers to decision questions, in Chinese, inside these platforms. Translation of material written for a U.S. audience leaves those questions unanswered, which is the gap this service exists to close.
Start with the free audit.
It shows your current state on both platforms, with evidence, and whether this service would change anything material for you.