Marketing for school districts, higher education, charter schools, private schools, and other educational institutions can be challenging.
Schools have many stakeholders to consider: students, faculty, alumni, parents, donors, local media – and the list goes on. It’s essential to have a strong Marketing Plan in order to connect with all of them effectively.
This blog post maps out how educational institutions can implement a strategic marketing plan. By following these guidelines, schools can enhance their visibility, attract prospective students, and build stronger connections within their communities.
How To Create A School Marketing Plan
Here are a few things you need to do in order to build out an effective marketing plan for your school:
Step 1: Define Your Goals
Establish specific, measurable objectives tailored to your school’s needs, such as increasing enrollment or enhancing community engagement.
Step 2: Identify Your Target Audience
Determine the demographics, interests, and needs of prospective students, their families, alumni, community stakeholders, and other key audiences to tailor your messages effectively.
Step 3: Analyze Competitors
Research other local schools to understand their marketing strategies, strengths, and weaknesses, identifying opportunities for differentiation.
It can also be great to review schools that have really impressive marketing and messaging – regardless of their location. These aspirational peers can help inspire new ideas.
Step 4: Develop Key Messaging
Craft messages that resonate with your target audience, highlighting what makes your school unique and valuable.
Step 5: Choose Marketing Channels
Select appropriate online and offline channels, such as social media, email newsletters, and community events, to reach your audience effectively.
Step 6: Consider Your Budget
Many schools have limited marketing budgets. Allocate your monetary resources effectively across various marketing activities to ensure maximum impact within your financial constraints.
Step 7: Create a Timeline
Develop a schedule for executing your marketing plan, outlining key milestones and deadlines for each activity.
Step 8: Monitor and Adjust
Establish key performance indicators (KPIs) and set up regular review processes to measure success and make necessary adjustments to your strategies.
9 Successful School Marketing Plan Examples
Effective marketing is essential for attracting and retaining students. Here are nine successful school marketing plan examples that have proven to enhance visibility and engagement:
1. Mission Valley Elementary School: Social Campaign
Mission Valley Elementary School in San Diego’s Marketing Plan includes a lot of parent communication. They often run campaigns around events and goals to showcase student life at their school.
For example, the school launched a campaign on Instagram and Facebook targeting parents of children aged 5-10 to showcase their engaging learning environment.
Execution Strategy
For this campaign, they focused on two primary components:
- Content Creation: The school shared vibrant photos and videos of students participating in hands-on STEAM activities and showcased “Student Spotlights” featuring individual achievements.
- Consistent Posting Frequency: They posted three times a week, supplemented by daily stories to keep the audience engaged.
Success Metrics
The campaign resulted in a 25% increase in followers over three months and achieved an 18% engagement rate, leading to a noticeable rise in enrollment inquiries.
Example 2: St. Mary’s Academy: Event Marketing
St. Mary’s Academy, a private high school in Portland, organized a series of open house events designed to showcase their diverse programs and vibrant school culture. Each event had a specific theme—such as arts, sciences, and athletics—featuring student performances, interactive demonstrations, and guided tours of the facilities.
Prospective families could meet faculty, explore classrooms, and participate in hands-on activities that highlighted the school’s unique offerings.
Promotion Methods
To maximize attendance, the school employed a variety of promotional strategies:
- Emails: They sent targeted email invitations to local middle schools and past inquiry lists, providing details about the events and highlighting key attractions.
- Local Ads: Advertisements were placed in community newsletters and local newspapers to reach a wider audience.
- Social Media: Colorful posts were distributed between different social media platforms, like instagram, to draw attention to the open houses.
Outcomes
The open house events were highly successful, with each event attracting over 150 families. As a result, *St. Mary’s Academy* experienced a 30% increase in enrollment applications for the following academic year.
Feedback from attendees was overwhelmingly positive, with many families expressing appreciation for the welcoming atmosphere and engaging presentations, leading to stronger community connections and increased word-of-mouth referrals.
Example 3: Brighton International School: Video Strategy
Brighton International School, an international school in Bangkok, launched a video marketing initiative featuring a series of engaging videos (3-4 minutes each) that focused on various aspects of the school experience. The series included topics like student life, extracurricular activities, parent testimonials, and insights into their innovative curriculum.
Distribution Strategy
The videos were distributed through multiple channels:
- YouTube: The school created a dedicated YouTube channel, hosting all videos for easy access and sharing.
- School Website: Each video was embedded on the school’s website, particularly on the admissions page, allowing prospective families to view them while exploring enrollment options.
- Social Media: Clips and promotional trailers were shared on the school’s Facebook and Instagram accounts, encouraging community engagement and driving traffic back to the full videos.
Impact on Engagement and Inquiries
The video series resulted in a notable increase in engagement. Within six months, the YouTube channel accumulated over 10,000 views, significantly boosting the school’s online presence. Website traffic increased by 50%, and inquiries about enrollment rose by 40%, as prospective families cited the videos as a key factor in their interest. This initiative successfully fostered a sense of connection and excitement around the school, making it a compelling choice for new families.
Example 4: Lincoln High School:School Community Partnerships
Lincoln High School, located in Seattle, formed strategic partnerships with local businesses and organizations, including nearby community centers, health clinics, and educational nonprofits. These collaborations aimed to enhance student learning opportunities and strengthen community ties.
Joint Events and Promotions
The school and its partners organized several joint events, such as:
- Health Fairs: Collaborating with local health clinics, they held annual health fairs where students could receive free health screenings and learn about nutrition and wellness.
- Workshops: They conducted workshops with local businesses on topics like resume writing, interview skills, and entrepreneurship, giving students practical skills and insights into potential career paths.
Recommended: Matching Worksheet Generator
Outcomes
These partnerships resulted in increased visibility for *Lincoln High School* within the community. The health fairs and workshops attracted families and local residents, fostering greater interest in the school. As a result, enrollment inquiries rose by 25%, and feedback from students indicated a greater sense of support and connection to the community.
For more information about Lincoln High School’s community initiatives, you can visit their official website.
Example 5: St. John’s Preparatory School: Referral Program
St. John’s Preparatory School, a private high school in Massachusetts, launched a referral program that incentivized current students and families to refer new students.
For each successful referral that resulted in enrollment, you will receive a $250 tuition reduction and the new student will receive a $250 tuition reduction.
Execution Details
- Promotion Methods: The program was communicated through email newsletters, social media posts, and during school events like open houses. Informational brochures detailing the program were distributed at parent meetings and included in school communications.
- Tracking: The admissions office established a straightforward tracking system where families could submit referral forms online. Each referral was recorded, allowing the school to monitor which families were actively participating in the program.
Results
The referral program generated significant interest, resulting in over 50 referrals in its first year. This led to 30 new enrollments, contributing to a 20% increase in the student population.
Families reported feeling more connected to the school community and were motivated to share their positive experiences, further enhancing the school’s reputation in the local area.
Example 6: Greenfield Academy: Content Marketing Strategy
Greenfield Academy, a private school in New Jersey, developed a comprehensive content marketing strategy that included a variety of content types, such as:
- Blog Posts: Regular blog posts covering topics like parenting tips, educational trends, and insights from teachers about classroom activities.
- Newsletters: Monthly newsletters highlighting school events, student achievements, and upcoming initiatives.
Distribution Channels
The content was distributed through several key channels:
- Email Lists: The school sent out newsletters to current families, alumni, and prospective families, ensuring a broad reach.
- Website: The blog posts were published on the school’s website, with a dedicated section for resources aimed at parents and prospective families, making it easy to find relevant information.
Outcomes
The content marketing strategy significantly boosted community engagement. Blog posts and newsletters led to a 40% increase in website traffic, as parents and community members frequently visited the site for updates and resources.
Additionally, inquiries about enrollment rose by 25% over six months, with many prospective families citing the informative content as a key factor in their decision to learn more about the school.
Example 7: Lakeview High School: Virtual Tours
Lakeview High School, located in Chicago, implemented a virtual tour to showcase its facilities and programs. The virtual tour was set up using a 360-degree video platform, allowing prospective families to navigate the school’s campus interactively. The tour featured guided commentary from teachers and students, highlighting key areas such as classrooms, the library, sports facilities, and the arts wing.
Promotion Tactics
The school promoted the virtual tour through various channels:
- Social Media: Engaging posts on platforms like Facebook and Instagram showcased snippets of the tour, encouraging families to view the full experience. Live Q&A sessions were also hosted on social media to engage with interested families.
- Website:The virtual tour was prominently featured on the school’s homepage and admissions page, making it easily accessible for prospective families looking for information.
Outcomes
The virtual tour proved to be highly effective, leading to a 30% increase in enrollment inquiries in the following enrollment cycle. Feedback from prospective families was overwhelmingly positive; many appreciated the convenience of exploring the school from home and noted that the virtual tour helped them feel more connected to the school community before even visiting in person. This initiative not only enhanced visibility but also helped families make more informed decisions.
Example 8: Oakwood High School: School Alumni Networking Events
Oakwood High School, located in Atlanta, organized an annual alumni networking event designed to connect former students with one another and with current students. The event included a panel discussion featuring successful alumni from various fields, breakout sessions for networking, and opportunities for attendees to share their career journeys. The purpose was to strengthen alumni ties, foster mentorship, and create a supportive community.
Marketing Tactics
To effectively market the event, the school used several strategies:
- Email Invitations: Targeted email invitations were sent to all alumni, highlighting the event’s purpose, agenda, and notable guest speakers.
- Social Media Promotion: The school promoted the event across social media platforms like Facebook and LinkedIn, encouraging alumni to RSVP and share the event with their networks. Engaging posts and countdowns to the event helped build excitement.
Outcome
The event was a resounding success, with attendance exceeding expectations, as over 200 alumni participated. Feedback indicated that attendees valued the chance to reconnect and network, leading to numerous mentorship opportunities.
Following the event, the school noted a 25% increase in alumni contributions and volunteer support for school initiatives, highlighting the event’s effectiveness in nurturing relationships and fostering a culture of engagement.
Example 9: UCLA: School Print Advertising Campaign
The University of California, Los Angeles (UCLA), implemented a print advertising campaign featuring brochures, posters, and direct mail postcards. The brochures provided comprehensive information on academic programs, campus life, and financial aid options, while the posters showcased vibrant images of campus events and student achievements.
The distribution strategy included:
- High Schools: Brochures and posters were sent to high schools across California to target prospective students directly.
- College Fairs: UCLA participated in college fairs and expos, distributing materials to thousands of high school students and parents, providing them with a tangible resource to learn about the university.
Outcomes
As a result of the print advertising campaign, UCLA saw a significant uptick in engagement. The campaign led to a 20% increase in inquiries about admissions and a 15% increase in applications for the following academic year. Prospective students reported that the materials helped them better understand the university’s offerings and campus culture, influencing their decision to apply.
