August 16, 2020
As families face uncertainty about their child’s education and schooling options this fall, your school’s marketing messages matter more than ever before.
What your school says to current and prospective families must illustrate your strengths as an institution, your confidence in the future, and your mission as central to every decision that you make.
As you approach the fall with continually changing guidance and information, keep these marketing tips in mind.
Market to the Needs of Today’s Families
It’s important to remember that families’ needs are always evolving. In fact, there has been a paradigm shift in what families value. As millennial parents begin to comprise more of your school’s parent body, ensure your messages align with 21st-century school marketing concepts.
All families today expect open and honest communication and a positive return on investment for their tuition dollars. They want to ensure their children are well cared for and that their expenditure on tuition results in their child being ready for the future.
It all comes down to perceived and delivered value. You must continually communicate with parents as part of your strategy, not as an afterthought.
Tune in to live webinars every week during the school year to get specific, research-backed insight you can immediately apply at your school.
Don’t Be Afraid to Try New Things
It’s no secret that we’re all in uncharted territory. But instead of trying to use routine tactics, take this opportunity to innovate. We shared some marketing ideas to use when the pandemic first hit.
Many still apply today, such as:
- Mobilize your ambassadors. Find parents and students who can record a video or be available for virtual “meet and greets.” Not everyone has the time—and that’s ok! But if someone is interested, such communications provide great peer stories for prospective families who won’t have a more traditional enrollment experience. Also, for those ambassadors who are willing, connect them with families in your funnel to ask questions and become “friendly faces” in a distant world.
- Create student-centered content that educates. Position your school as the area’s expert in education by providing valuable information to your current and prospective families. This shows you support the community and demonstrates your mission at work. Some ideas include:
- a “how-to” blog post or video about something your program includes (music, art, sports)
- tips for creating an ideal home learning environment
- physical activity ideas for children (and parents!)
- ways parents can talk with their children about COVID-19 and social distancing
- Make classes available to the public via social media. Expand your reach and introduce people to what you’re doing through a “music and movement” or “physical activity” class. Parents might want to hop on and see what you’re all about. This will give them the opportunity to see the experience you provide to children every day.
The coming school year is full of unknowns. But if you keep students at the center of your marketing, you’ll continue to convey a message of strength and validate your place in the community.
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