Ah, the life of an independent school marketer! You’re the strategist and the creative, the mastermind and the manager, the visionary and the doer. Not to forget, you’re the one responsible for driving high quality leads out of the pipeline and into the classroom.
We know that it can be a rather lonely job. Research indicates that independent school marketing teams are often understaffed and face significant challenges in terms of getting the resources they need to execute winning marketing campaigns.
Almost 90% of schools reported having marketing teams of three or fewer full-time employees. Half of schools reported having two to three staff members, while 34% reported having just one marketing staff member (Source).
Fret not, Pink Orange has got your back! In this blog, we show you 5 proven marketing strategies to help your independent school stand out and increase enrollments:
The homework you need to do first
Before we list our top marketing strategies for independent schools, you will want to make sure you know your target personas, have a clear objective, and understand the results from your previous marketing campaigns. And, most importantly, package your independent school’s key strengths to position yourself against competitors.
We have a step-by-step guide to help you do just that. Get it here.
Top tip: Use social listening to see what parents are saying about your school on sites such as mumsnet.com
Marketing strategy #1: Promote open houses and campus tours
One of the most effective digital marketing strategies for any independent school is to leverage its open houses and school tours. This allows you to provide prospective families with a personalized tour of your campus and classrooms, create an indelible impression and follow-up with families to address any questions or concerns.
Paid advertising will be of significant value here – you can target parents who have already visited your website and even create lookalike audiences from your previously successful campaigns in order to target more parents who match your financial, geographic and demographic criteria.
You can use preexisting footage of your school to create an inviting montage or go for a more personalized route—a personal e-vite from the head of the school that demystifies what happens on an open day, from campus tours to catching up with the admissions team.
Marketing strategy #2: Hone in your unique positioning
Parents talk. Whether it’s your school leaver’s destinations, your legacy in co-curricular excellence or a strong academic heritage, chances are that parents already have a preconceived notion about your institution. Remember Mumsnet?
What is your school known for? What can it improve? Where does it stand when compared with competing schools? Has it launched new initiatives for pupils recently?
Answering these questions can help you create a campaign that covers both potential objections and positive perceptions. For example, if parents are worried about tutoring their children after school – talk about the quality of your curriculum, faculty and the thought-out pedagogical approaches that ensure a pupil's academic success with little to no after-school involvement.
So how can you do this effectively? Having a blog strategy in place can ensure that you answer parents’ most frequently asked questions and that they can find them readily available (hello SEO). Or perhaps, create a lead magnet or resource that positions your school accurately.
Marketing strategy #3: Focus on pupil success stories
Is there anything more infectious than the confidence of a young pupil ready to take on the world? And to think, it was inside the walls of your independent school that a great mind was shaped and nurtured. The chills!
Content marketing (for education) has found a new sweet spot. It’s called Case-timonials (a hybrid between case studies and testimonials). Don’t be afraid to showcase the amazing relationship you have with pupils, parents and faculty by sharing their stories. Many would have joined top senior schools, represented their city in extracurricular activities and some might even be mini-celebrities!
Running a video campaign with pupil success stories adds that human touch and delivers information in the most credible way possible – through someone who has trusted you before and reaped its benefits.
Marketing strategy #4: Leverage lead magnets and resources
It’s all about giving back. Lead magnets are free offers that you can use to entice parents to provide their contact information in exchange for valuable content. For independent schools, this can include resources like a "Parent's Guide to [School Name]," a "Curriculum Overview," or a "Pupil Life Handbook."
You can develop resources that address common questions and concerns of prospective parents, such as academic programs, extracurricular activities, or admissions processes. Don’t forget to utilize your website, social media, and email marketing to promote these resources and encourage parents to download them.
Marketing strategy #5: Showcase a day in the life of a pupil
What does the average school day look like? A "Day in the Life" video or blog post can provide prospective families with a realistic glimpse into the daily experiences of a pupil at your school. Select a Year 7 pupil (just an example, and with parental consent, of course) who is a good fit for your target audience and can effectively represent your school's culture and values.
Follow the selected pupil throughout their day, capturing their classes, extracurricular activities, and interactions with teachers and peers. Edit the footage or write a blog post highlighting their experiences and the unique benefits of attending your school.
Voila, you have a winning independent school enrollment campaign in your hands.
Now, it's time to take action! Choose one or two strategies to focus on initially. Remember, Pink Orange is here to help. We offer a variety of marketing services to support your independent school marketing goals, from crafting compelling narratives to building effective digital campaigns. Click here to learn more about the ways we can help you.
