Survey Parents of Pupils

Knowing why parents choose to send their children to your school is a wise step to take before planning a marketing campaign. A few parents from St. Mary Catholic Academy in Port Huron, Michigan, did just this to save their children’s school. The group based their campaign on the answers of a survey given to the parents of current students. If, for example, you discover that the majority of parents appreciate the individualized attention and academic standards of your institutions, which was the case a St. Mary, you now have a starting point for your marketing message.

Participate in Local Events

Getting your student body out in front of the community is often a cost-effective way to market your school and showcase some of the advantages of enrollment. If your town has a winter concert, for instance, sign up your youth choir, band or orchestra to perform. Fourth of July, Memorial Day or arts festivals are other opportunities to get the name of a school out to the public. Consider pairing the performance with a booth to provide additional information about your school.

Leverage Kindergarten Classes

As of 2013, nearly half of all married-couple families had both parents working, according to the Bureau of Labor Statistics. Many of these families will likely need some level of childcare, especially with more and more public schools taking kindergarten to half-day. If your school offers full-day kindergarten sessions or after-school activities for pupils, leverage this benefit in your marketing to make your school a viable option for enrollment.

Organize Regular Tours

Sometimes, the facilities, faculty members and student body of a private school can speak for themselves, so don’t overlook the marketing potential in tours. However, don’t just schedule a tour without taking into consideration when is the best time to showcase your school. Make sure the students are actively using the facilities you want to feature, such as a playground, swimming pool, theater, dance room or soccer field, for example. Take parents to the classes with the best, most dynamic teachers to illustrate the educational benefits of choosing your institution. And reach out to the parents of current pupils and make them available for discussions with prospective parents.