Learn how to market your school by understanding the four pillars of student enrollment marketing in K-12.
With students leaving their zoned neighborhood schools and having more freedom of school choice, K-12 school competition is tougher than ever. And that means so is convincing families to choose you over everyone else.
How do you garner interest in your school or district?
Where should you focus your marketing efforts for maximum impact?
Before you can tackle these broad questions, it helps to first understand the four pillars of student enrollment marketing in the K-12 space.
The 4 Pillars of Student Enrollment Marketing
Today, declining birth rates and the abundance of options for families are driving competition for each student.
With budgets being dictated by the number of students in attendance, attracting and retaining families is critical to your school’s financial health.
There are fundamental building blocks you must have in place to run a good enrollment marketing program. Some critical pieces you should establish are:
An understanding of your enrollment data
What other options (schools) are available to families
An understanding of the journey that families go through to enroll at your school
Your school’s brand (who are you?) and message (what is your story?)
How you compare to other schools in your area
The more you work at these, the better everything else will be.
With your strategic underpinnings in place, then you can focus on the second pillar of enrollment marketing — actual marketing. This pillar has three main objectives:
Making families aware of your school
Delivering a message that makes them want to enroll with you or learn more
Identifying families’ contact information for future marketing
Online reviews (particularly those with Google, Niche, GreatSchools, and reviews on your school’s Facebook page) and your school’s website are your two biggest marketing opportunities.
Your efforts with the third pillar should focus on deepening the engagement with prospective families. At this stage, you should have families who are interested in your school, but they just need more information about why they should trust you with their child.
What should you do?
Let families learn about you in such a way that they can envision their child attending your school through experiential tactics