How to Do Marketing for a School

Marketing can attract students to your school.

For a school, marketing is an important part of communicating with families and community members. Effective marketing can encourage new families to choose your school instead of other schools in the area. For private schools, marketing is particularly important because families have a higher level of choice. Marketing is necessary to attract the students who will pay the fees that keep your school running.

Instructions

1. Build a website. With the increased use of the Internet on cell phones and personal computers, many consumers research schools online before they have any other interactions with them. Because your website may be your first and only chance at reaching potential students and families, it should look professional and contain as much information as possible about your offerings and facilities. Optimize your website for phrases that include your location and school type so that it shows up on search engine results.

2. Create a social networking presence. Reach out to potential students on the websites they frequent by creating profiles on websites like Facebook and Twitter. Post links to blog posts or new articles on your website and announce events that are happening at the school to build a picture of the opportunities you offer. Publish posts about a range of activities to interest a wide group of students. Include a link to your website and contact information.

3. Focus on the benefits and features of your school. In all of your marketing efforts, help parents understand how your school can benefit their child and their family. Talk about the percentage of students who go to Ivy League colleges or describe one of your most popular classes in detail. Mention any available financing programs.

4. Print high-quality brochures. In the digital age, an excellent print piece can make a difference for parents who are searching for schools. Hire a design firm to produce a brochure that reflects the character and style of your school, using large photos and compelling copy. Send it to parents in your district and in surrounding communities.

5. Reach out to the community. To attract the attention of families who live in your area, plan events that encourage participation. Invite students from other schools in your area to do daily exchanges or hold concerts on the grounds of your school. Plan a charity drive, silent auction or a community festival and ask your students to volunteer while wearing branded clothing.

References

• Standard Speaker: Private Schools Change Approach to Attract Students
• "Entrepreneur": Five Tips for Marketing to College Students