Many parents are looking for the best educational solution for their children. Some are looking for pre-schools, others are selecting the right K-12 district. Either way, they are making choices, and for you to become one of those choices, you need to take ongoing steps to boost your school’s enrollment.
With many states making school choice an option, parents have choices and are no longer required to put their children in the nearest neighborhood school. So, you need to ensure your school stands out as a school of choice. Whether you are a public school, a charter school, a vocational school, or a private school, you need to be found and then be worth a second look.
Increasing school enrollment is a common goal for educational institutions. The key lies in strategic, proactive approaches that resonate with prospective families while strengthening ties with the community. Drawing insights from the expertise of our 22+ years of experience in K-12 education, here are ten proven strategies to help you boost enrollment.
1. Build and Maintain a Professional School Website
We’ll start here because your school website will be your most credible source for attracting and converting prospective students. It needs to be up-to-date, informative, intuitive, and a bit inspiring as well.
Download our FREE eBook: How Successful Schools Market Themselves.
Your school website is the cornerstone of your marketing efforts. A professional, user-friendly, and mobile-responsive website is your school’s first impression for many families. To ensure your website stands out:
- Highlight Key Features: Showcase your school’s unique programs, achievements, and values prominently. Most schools have strengths (and if you don’t, then work on that problem first). So what are those strengths? How can you articulate them? How can you display them on your website? This is the first key to successful enrollment marketing.
- Update Regularly: Keep the website fresh with news, events, and announcements. This doesn’t mean once a month or whenever something monumental happens. You need to be the go-to resource for all things happening, especially those successes both big and small. Highlight your students and staff on a regular basis. Keep your news page current, entertaining, and informative.
- Include Call-to-Actions (CTAs): Use CTAs like “Schedule a Tour,” “Apply Now,” or “Contact Us” to encourage prospective families to take the next step. Use your website to conduct surveys with parents and collect testimonials from alumni. Offer free downloads for prospective parents and then set up a drip campaign to keep those prospects informed about the cool things your school is doing.
- Optimize for SEO: To improve your visibility on search engines, include keywords that focus on your strongest features, especially for local searches, such as “Top private school in [location]” or “STEM education near me.”
Remember, your website is not just a digital brochure but a dynamic tool to engage and inform families. Your school website is the first step in increasing enrollment and keeping current parents happy with your school’s communication efforts. Don’t overlook the fact that enrollment includes keeping the students you have as well as attracting new ones.
2. Leverage Social Media Marketing
Social media platforms like Facebook, Instagram, X, and LinkedIn offer cost-effective ways to connect with your community and beyond. Consider these tips:
- Showcase Student Life: Share photos and videos of classroom activities, sports events, and extracurricular programs.
- Feature Testimonials: Post stories from current students, parents, and alumni to build trust.
- Run Targeted Ads: Use Facebook and Instagram ads to target families within your region.
- Engage Your Audience: Respond promptly to comments and messages to foster a sense of community.
Consistency is key in social media marketing, so maintain an active and engaging presence. Also, with social media, you need to manage the message, and ignoring social media is not an option. If you don’t control this, someone else will, and that will not work in your favor!
3. Implement Content Marketing
Providing valuable content helps establish your school as a trusted resource. Content marketing can include:
- Blog Posts: Write about topics like “How to Choose the Right School for Your Child” or “The Benefits of Arts Education.”
- Videos: Create virtual tours, “day-in-the-life” features, or highlights from school events.
- Newsletters: Send regular updates to your email subscribers with useful and engaging content.
High-quality content positions your school as a leader in education, making families more likely to choose your institution.
4. Strengthen Word-of-Mouth Marketing
Satisfied parents and alumni are some of your best advocates. Encourage them to spread the word by:
- Creating Referral Programs: Offer incentives like discounts on tuition for families who refer others.
- Hosting Alumni Events: Celebrate your alumni’s successes and encourage them to share their positive experiences.
- Using Reviews: Ask parents to leave reviews on platforms like Google, Facebook, and GreatSchools.
Word-of-mouth remains one of the most trusted forms of marketing, so nurture it.
5. Offer Virtual and In-Person Tours
School tours are an essential part of the decision-making process for families. To make the experience seamless:
- Virtual Tours: Use 360-degree videos or live sessions for families unable to visit in person.
- Personalized Experiences: Tailor tours to focus on the interests of prospective students, such as sports facilities or STEM labs.
- Follow-Up: After the tour, send thank-you emails and additional resources to keep families engaged. (This is also called a drip-campaign and is useful in keeping your school top-of-mind in a prospective parent’s mind.)
A well-organized tour can leave a lasting impression on prospective families.
6. Optimize Local SEO and Google Business Profile
Many families search online for schools in their area. To capture this audience:
- Google Business Profile: Ensure your profile is up-to-date with accurate contact information, photos, and reviews.
- Local Keywords: Use location-specific terms in your website content.
- Community Engagement: Sponsor local events or participate in community projects to boost your school’s visibility.
Appearing in local search results can significantly increase inquiries.
7. Foster Community Partnerships
Collaborate with local businesses, organizations, and leaders to enhance your school’s reputation. Partner with the chamber of commerce and other local institutions whenever possible. Become a respected part of your local community.
Ideas include:
- Hosting Events: Partner with local businesses to co-host community events at your school.
- Educational Collaborations: Work with libraries, museums, or tech companies to provide unique learning opportunities.
- Sponsorships: Sponsor youth sports leagues or local festivals to increase brand recognition.
Strong community ties demonstrate your school’s commitment to the area and attract local families.
8. Focus on Parent and Student Engagement
Happy parents and students are your best ambassadors. Strengthen relationships by:
- Hosting Open Houses: Provide opportunities for families to meet teachers and staff.
- Building Communication Channels: Use platforms like parent portals or apps to keep families informed.
- Celebrating Achievements: Highlight student accomplishments in newsletters, on your website, on outdoor signage, and through social media.
Engaged families are more likely to recommend your school to others.
9. Offer Financial Transparency and Assistance
Cost can be a significant factor for many families. Address financial concerns by:
- Providing Clear Information: Offer detailed breakdowns of tuition, fees, and payment options on your website.
- Highlighting Scholarships: Promote available scholarships and financial aid programs.
- Flexible Payment Plans: Provide options that accommodate families’ budgets.
Transparency builds trust and can remove barriers to enrollment.
10. Measure and Adjust Your Strategies
Regularly evaluate your marketing efforts to ensure effectiveness. Use tools like Google Analytics, social media insights, and feedback surveys to gather data. Based on this information:
- Adjust Campaigns: Refine your approach to focus on strategies that yield the best results.
- Set Goals: Establish measurable objectives, such as increasing website traffic or boosting social media engagement.
- Stay Updated: Keep up with trends in school marketing to stay ahead of the competition.
Continuous improvement ensures that your strategies remain relevant and practical.
In conclusion…
Boosting enrollment requires a blend of digital marketing, community engagement, and exceptional communication. Of course, it helps most when you actually deliver outstanding educational programs and help students achieve their highest potential, so make that your first priority.
However, after delivering outstanding educational services, focus on implementing these ten school marketing strategies. Your school will not only attract more students but also build lasting relationships with families and your community. With dedication and consistency, you can ensure your school thrives for years to come.
Also, don’t forget. When you need help, School Webmasters is your one-stop shop for school website design and management, social media support, and parent communication services. Give us a call at 888-750-4556 or get a quote from Jim today! We’ve love to partner with your school and help you succeed.