Let me tell you a quick story. The other night, my daughter and I had a burst of culinary inspiration: we wanted to create a new ice cream flavor. Not just any flavor, Lucky Charms ice cream.
A year ago, I would’ve opened a dozen Google tabs, sifted through five food blogs, and maybe found a recipe that sorta worked. But this time? I didn’t even touch Google.
I went straight to ChatGPT. I told it what ingredients we had, what kind of ice cream maker we were using, and that we wanted something easy. In five minutes, we had a custom recipe.
The ice cream was delicious. And as we enjoyed our new creation, I realized…I can’t remember the last time I Googled something like this.
If Your Families Are Thinking Like Me, Your Marketing Needs a Rethink
For decades, schools have built their marketing assuming this path:
Google search → school website → family decision.
That’s not how people gather information anymore. Families are telling ChatGPT (or other AI tools) what they care about and getting customized answers:
- “Which schools offer STEM programs and free aftercare?”
- “Best bilingual middle schools near me with bus service.”
- “Compare Montessori and project-based learning in [city].”
If your content isn’t clear, consistent, and AI-readable? You don’t even make the list.
…And Google’s Not Helping You Compete
In case you missed it, Google has been removing school reviews.
That erases the word-of-mouth power schools once relied on, making it even harder for families to differentiate options.
Old school marketing (like traditional SEO) is becoming less effective.
AI-driven discovery and comparison are taking over.
What Schools Need to Do Right Now
1. Be Blazingly Clear About What You Offer (and Don’t)
AI tools thrive on clarity and consistency. Your website, social media, and any public content must:
- Clearly state your programs, grade levels, and special offerings
- Use consistent phrasing across platforms
- Avoid jargon that families (and AI) can’t easily interpret
Pro tip: Tools like SchoolFinder make it easy to present what you offer side by side with competitors in plain language. This is exactly the kind of info AI will pull into comparisons.
2. Figure Out What Families Really Want
You can (and should!) start by listening to your current families. You can easily create a Google Form or Survey Monkey asking families why they initially chose the school and what they love about it! But remember, this only tells part of the story. Of course these families like your school. They chose it!
The real challenge is understanding what new families want, especially the ones who never even make it to your door.
That’s where predictive enrollment analytics tools like SchoolMint Insights come in. SchoolMint Insights can show you what families are searching for before they ever schedule a tour or attend an open house. You’ll discover the programs, services, and phrases they use to narrow their options.
Then, you can tailor your messaging to match exactly what today’s families are actually looking for.
3. Break Through the Noise Where Families Actually Are
AI can summarize websites and reviews in seconds. So instead of relying on organic traffic, try these tactics instead:
- Run targeted ads (SchoolMint can help you run digital ads!)
- Use AI-friendly language in those ads (more on that below)
- Post consistently in parenting Facebook groups and local community spaces
If you want to show up in curated results, your school needs to show up everywhere parents look.
Bonus: How to Get ChatGPT and Other AI Tools to “Like” Your School Content
Here’s how to future-proof your school marketing so AI finds and prefers your content.
Use Plain, Searchable Language
For example:
- Bad: “Our interdisciplinary learning environment fosters holistic growth.”
- Better: “We offer project-based learning and small class sizes.”
Repeat Key Details Often
AI pulls facts that are consistently repeated. Don’t bury important info once in a PDF. Repeat key facts all over your website and social media. For example:
- Grades served
- Specialized programs
- Transportation
- Before/after care
- Application deadlines
- Cost (don’t assume parents know your school is free to attend!)
Keep Your Google Business Profile Updated
Even if Google reviews are disappearing, your basic profile feeds AI tools. Be sure to structure content for easy reading:
- Use bullet points
- Short sentences
- Clear headings (AI loves well-structured content)
The New School Search Is Smarter. Your Strategy Should Be, Too.
This shift toward AI-powered school discover and enrollment isn’t a threat; it’s an opportunity! And schools that adapt now — by speaking the language of AI, crafting clear content, and showing up where modern families are searching — will win the enrollment of future families.
Ready to tell your school’s story in an AI-friendly, family-first way?
Let’s discuss how smart digital advertising with SchoolMint can make sure you stay at the top of the list. Learn more!
