Yawn...Marketing your school year after year can feel repetitive. Finding new words and ways to describe your community, its programs, and the opportunities for students can be a challenging process that can feel monotonous and uninspired.
Over time, even the most enthusiastic storyteller can struggle to find fresh takes on familiar histories, values, and missions, and suddenly, the spark is gone, and it feels like deja vu. But it should feel like Valentine's Day, not Groundhog Day...
To break out of this cycle and keep your marketing messages feeling fresh, vibrant, and authentic, it's important to keep changing your approach, think outside the box, and get creative. It helps to ask different questions so you can find different ways to express what makes your school special.
So what can you ask to go deeper and market your school better, more authentically, and with more heart? Just pop the question(s):
Why Does Your School Exist?
No, seriously! Every school has a founding purpose, so reflect on the mission and vision that inspired its creation. Was it to provide exceptional education, create a nurturing environment, or serve a specific community? Understanding and communicating your school's reason for existing can strengthen your connection with prospective families.
Just remember to be specific and provide examples, like Providence Day School did with its inspiring fast facts. Similarly, Culver Academies answers the question, “Why are we here?” and details the character and excellence of its community.
How Was Your School Created?
Sharing the story of your school's founding can add a personal touch to your marketing. Every story has a beginning, but who were the visionaries behind it? What challenges did they overcome? This approach will provide context and depth and make your school’s journey even more relatable and inspiring.
Founded in 1914 by a group of young mothers from the same neighborhood, Community School’s founders dreamed of a more progressive school for St. Louis’ children — inspiring and still true today!
Thaden School “took off” thanks to the pioneering and innovative spirit of its founder, an avid aviator whose legacy still inspires students today. Notice the nod to aviation in the site's branding—very creative!
How Has Your School Evolved to Meet Families' Needs?
Schools must adapt to changing times and the needs of the community. Highlight how your school has evolved to serve its students and families better. That could be through curriculum updates, facility improvements, or new programs, and showcasing your school's responsiveness and growth demonstrates a commitment to continuous improvement and community support.
Windward School uses a custom timeline to feature significant milestones in its proud history—a visually creative and engaging way to share impactful moments throughout the years.
What Makes Your School Different from the One Down the Street?
Every school has something unique to offer, and families have more choices for their children’s education than ever. So, you need to reflect on the distinctive programs, teaching methods, or community values that set your school apart.
Whether it's a focus on the arts, a robust STEM curriculum, or an inclusive environment, highlighting these differences can help prospective families see why your school is the right choice for their children, just like Dwight School New York has done.
What Do Your Families Believe In?
Understanding the values and beliefs of your school community is important, too. What principles guide your families? Are they passionate about academic excellence, diversity, environmental sustainability, or community service? Align your marketing messages with these core beliefs so you can create a deeper connection with current and prospective families.
Wardlaw+Hartridge School directly asks parents what they value in their children’s education in the ‘more info’ section of their inquiry form with Finalsite Enrollment. Having that background when going into a meeting or conversation with prospective families is a great strategy for understanding what prospects want and need.
What are the Challenges or Anxieties Parents Face When Choosing a School?
It's not a secret that parents have concerns about making the right choice for their children, so address these anxieties directly in your marketing. Whether it's worrying about academics, social pressure, or safety, acknowledging and responding to these challenges shows empathy, and that will help build trust.
Knowledge is power, so Mt. Paran School regularly blogs about hot topics in parenting and education, providing professional resources for parents with questions about social media usage, academics, and more.
What Have Your Families Been Looking For? For How Long?
Consider the needs and desires that have driven families to choose your school. Have they been searching for a supportive community, individualized learning plans, or extracurricular opportunities? And how long have they been looking? Understanding these motivations can help you empathize with their search and tailor your messaging to hone in on what families are seeking.
The Joy School, a school in Texas for children with special needs, serves a specific kind of family, and its messaging is clear and upfront about its approach, its keys to success, and the success of its graduates.
Castilleja knows families may have a wave of questions when relocating to a new area and finding a new school. They've taken a proactive step and provided resources for families looking for schools in the Bay Area, such as transportation and housing information to support their search.
What Kind of Emotions Do You Want Prospective Students and Families to Feel?
Think about the emotional response you want to evoke through your marketing. Do you want to inspire excitement about learning, provide a sense of comfort and safety, or spark a feeling of belonging?
Baylor School does a great job expressing how much it wants its students to be an active part of the experience—you can feel the excitement and enthusiasm for its student life. Create content to bring out these emotions, using stories, visuals, and testimonials that resonate on a personal level.
How Does Your School Community Come Together to Support Its Members?
Showcase the strength and warmth of your school community. Highlight examples of student-teacher bonds, active clubs, or volunteer initiatives that show how your school supports one another. Stories of collaboration and mutual support can paint a vivid picture of what it's like to be part of your school family.
Bancroft School outlines its values, one of which is community, and details how its parents, faculty, and students support other community members.
Key Takeaway
By asking these questions and reflecting on the responses, you can reinvigorate your school’s marketing with authenticity. Each answer reveals a new facet of what makes your school unique and helps you to share its story in a way that captivates and speaks to the heart of what prospective families want.
Remember, the key to great school marketing is telling people why your school is amazing and showing them through genuine, heartfelt narratives and engaging, relatable content.
ABOUT THE AUTHOR
Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. As Finalsite’s Senior Content Marketing Manager, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.