How to Effectively Market Your School’s Community

If you're like most schools we talk to, your community is your heartbeat. It's also one of the main reasons families might choose your school over any other — or why they walk away. If you can effectively convey what makes your community special, and create  sense of belonging and support, your school is more likely to stand out in the hearts and minds of right-fit families.

In our NAIS study last year, we heard from schools across North America about what they see as their differentiators. In this report, 93% of elementary schools, 88% of elementary-secondary schools, and 80% of secondary schools reported culture as their standout qualities.

When your competitors are talking about their community as a competitive advantage how do you effectively showcase yours as a strength? Here are some ways you can highlight what makes your community warm and welcoming.

Use Storytelling

Research shows that telling a story is 22 times more likely to connect with your audience than facts and figures. Use this to your advantage by regularly sharing stories on social media that highlight the special atmosphere of your school community. Whether you have a buddy program, active parent involvement or regular community events, these are the things that make your school come to life.

Dig deep into what really makes your community stand out. If you’re not sure, ask your current families through a survey. Then, once you’ve really nailed down your defining features, highlight and celebrate them in your marketing to engage your audience and build a strong, relatable image of your school.

Learn more about how to effectively use surveys here.

Tip: Show, don’t just tell. Let your community shine through photos and videos that feature your culture in action. Try creating a ‘day in the life of a student’ series or capture your next community event and get quotes from the people who attend. People's authentic experiences will always speak louder than a headline telling people you have a strong community. 

Make a Lasting First Impression

It’s one thing to talk about your school’s community, it’s another for people to feel it. Whether it’s an open house or a tour, design the event to include interactions with teachers, students and parents who can speak authentically about their experience with prospective families. You may also want to get creative about other ways you can introduce families to your school, like virtual tours or live Q&A sessions for parents who can’t make it to your Open House. 

Tip: Don’t forget that your website and social media are usually the first places people check when they’re interested in your school. Consider them as your first digital impression. Keep your content fresh, engaging and remember to use storytelling so visitors get a feel for your school before they step foot on your campus.

Learn more about effective online marketing: 

10 Secrets of a High-Converting Landing Page

Elevate Your School's Instagram Game with These 8 Simple Tips 

Leverage Your Ambassadors

According to Nielsen, 88% of people trust recommendations from friends and family more than any other form of advertising. The best testimonials are those that show how current or former community members have experienced your school – and the difference it's made for them.

In your newsletter or on social media, ask alumni and current parents to share their positive experiences on their personal platforms or through reviews.  

Tip: In your email strategy, include a series that goes out to alumni and current families to share their positive experience at your school and offer $100 as an incentive. You can use these testimonials on your website, social media and in your advertising. 

Learn more about using testimonials in your school’s marketing mix here.

Personalize Your Follow-Ups

After a family shows interest in your school, show them you really care with a thank you note or invitation to future events – and make sure they feel welcome to ask any and all questions they might have. You want them to know that you’re invested in them as an individual and as a family. Thank them for their interest and let them know your school is committed to working with them toward their child’s success.

Tip: Email automation can help ensure they’re getting the right message at the right time so you don’t miss important touchpoints.

Learn more about personalizing your emails here.

Storytelling, engagement and genuine connection are key to effectively marketing your school’s warm and welcoming community. Your marketing should be authentic and reflective of your school’s values and culture. If you need help showcasing what makes your school great, we’d love to help you build an effective campaign strategy.

At Metric Marketing, we develop measurable and practical strategies to help private and independent schools like yours to make the most of your marketing efforts. We'd love to discuss your private school's marketing requirements with you. Contact us today to speak with our marketing professionals or use the form  below to sign up and receive more marketing tips in your inbox.