Digital Innovation
RedNote Emerging Market Engagement Program
Be present where families are making decisions.
RedNote
Douyin
The Challenge
Bridging the gap
Many Chinese families living in Australia consider local, premium Australian education for their children. This means the conversation about entry requirements, fees and school comparisons is happening, whether you see it or not.
Conversations on platforms like RedNote (Xiaohongshu), Douyin (TikTok's Chinese ecosystem), and WeChat are influencing perceptions every day, long before a family decides whether to attend an open day or submit an enquiry.
With visibility but without a voice, schools like yours aren't in control of the narrative. You should be part of the conversation.
85%
of conversations about Australian schools in Chinese digital spaces are created by education agents and bloggers — not by the schools themselves.
Have you really listened?
Most schools have never seen what's being said about them in Chinese digital spaces, yet by the time a family enquires, their first impression has usually already formed. Consider:
01
Do you know how your school is perceived by the local Chinese community?
02
Do you understand what really draws Chinese-speaking families to a school like yours?
03
Do you know who's telling your story online, and whether they're getting it right?
What We Offer
Our program
The RedNote Emerging Market Engagement program puts schools into the digital spaces where Chinese-Australian families make decisions that will influence their children's lives.
Delivered over six months, this done-for-you program combines in-country cultural expertise and strategic digital marketing to help schools engage Chinese-speaking families with greater confidence and authenticity.
Whether your school is CRICOS-registered or not, the opportunity is the same: to ensure prospective families discover accurate, meaningful information about your school from a trusted source.
6-Month Program
Done-For-You
In-Country Cultural Expertise
CRICOS & Non-CRICOS Schools
Our process
Before any content is created, we work through two simple steps to understand your school and shape the right approach.
Step 1
Discovery call with Owen and Ray
We listen deeply to what your enrolment, communications and philanthropy teams are working to achieve, and where Chinese-speaking families fit into your goals.
Step 2
Your tailored plan
We present a clear plan for using RedNote and WeChat alongside your current marketing strategy. The plan is yours to keep. From there, you can execute it yourself or have us deliver it with you.
Meet the team
Cultural Intelligence & Influence
Ray Du
Ray Du is an Australian citizen and a native Mandarin speaker. He owns a school in China and runs his own RedNote account, with thousands of Chinese families following him in both China and Australia. He translates between English and Mandarin for both in-person and online aspects of the program, including visiting schools for face-to-face conversations with Chinese-speaking families.
Digital Marketing Strategy & MessaginG
Owen McDonald
Owen McDonald is a digital marketing and sales powerhouse and the founder of the AI agency Growth Machine. He ensures every piece of content is strategically useful and keeps the conversation focused on the end goal: enrolments. If your school isn't the right fit, he'll say so - he values integrity and honesty above all.
FAQs
What schools do you work with?
We work with independent Australian schools, focusing on presence, understanding and representing schools accurately and authentically. The program is designed for both CRICOS-registered and non-CRICOS schools interested in strengthening their engagement with Chinese-speaking families.
What will I need to do?
Very little! The program is entirely run-for-you, where our team manages the research, strategy, content creation, publishing and engagement process on your behalf.
What does a discovery session include?
A discovery session involves Owen (and Ray, if appropriate) meeting with a school's marketing or enrolment lead. The no-obligation session looks at online conversations about the school, identifies the biggest gaps or risks, and, if the program fits the school's needs, explains how it works in more detail. Ultimately, this session shows what is being said about a school, so the marketing or enrolment team can decide whether the program may be beneficial for them.
Gain the cultural access you need
Looking for a proven way to reach emerging markets? A discovery session gives you the opportunity to understand what Chinese-speaking families are seeing, discussing and sharing about your school today. We'll show you where opportunities exist, identify potential gaps and help determine whether the Emerging Market Engagement program is the right fit — without pressure or obligation.
Connecting International Students to Australian Universities Through a Global Network of Schools
Address & Contacts
Sydney, Australia
Wuhan, China
Hanoi, Vietnam
+61 427 422 135 - John Da Cruz
Copyright 2026 © All Right Reserved