Why Your School Needs Digital Outreach

Taking It Online: Why Your School Needs Digital Outreach

I thought about writing this post in the past but every time I sat down to actually do it, I convinced myself that school administrators and owners understand the importance of outreach and by default would have already realized the importance of digital outreach.

Boy was I wrong… sort of.

So yes, almost every public and private pre-k through 12 school administrator and owner understands the importance of outreach (digital and otherwise) however many don’t see it from the perspective of “outside their school”. You know, the parents, community, and families that don’t already have a relationship with their school.

THEIR perspective. So it’s kind of understandable that you deprioritize your school’s digital outreach and even allow other cooler / shinier things take priority. What you SHOULD know however is that if your school doesn’t include digital outreach as part of your overall strategy, you’re ignoring an important way to connect with prospective families, referral sources, and even existing families (which you should be nurturing as your biggest and best source of referrals).

Digital OutreachIn our tech-driven society, parents who are interested in finding a school like yours are going to be looking at your school’s website and social media so it’s vital that your school makes a great impression online.

1st Impressions Count

You never get a second chance to make a first impression. That’s a lie. Thankfully. People are forgiving. We love the underdog. If haven’t made good first impressions in the past, it’s not too late to start now. That’s the good news.

That said, it’s usually way easier to make a good impression upfront than to come back from a bad impression and having a visitor-focused school website that is informative, highlights your principal message, and makes it easy for people to contact you helps your school create a positive and impactful first impression.

Your website allows a potential new visitor the opportunity to learn a little bit about your school before they even step foot in the door. This helps ease their fear and answer questions about what to expect at your school.

Staying Connected Keeps Your School Top Of Mind All The Time

Social media is all connectivity and that translates to relationships and community &emdash; which is also what school is all about. Gone are the days of talking AT your community. Now it’s talking WITH your community. Your social media presence, including Facebook and Instagram (IG), helps showcase the life of your school.

Keeping your Facebook and IG active and up to date with new and encouraging content keeps your school relevant and engaged with your community. I strongly encourage using their Ads platform to ensure you’re getting your message out to your entire audience.

This Doesn’t Need To Be An Overwhelming Task

Most schools are not equipped to keep up with the fast-paced digital world… and that’s okay. I’d rather my school focus on being a great school and knowing how to hire great outside talent for their digital marketing than be great at digital outreach and not be such a great school (which eventually kills any good outreach).

A lot of school administrators and owners fit this profile. They know at a high level what needs to be done but simply need help getting there and that’s where I can help.

I have a team of pros and we make it easy for your school to reach your community online through digital marketing. We’ll help you build relationships and increase enrollments predictably and consistently. Here’s how we can help you:


Instead of “playing catch-up” and chasing after leads, we use a proven system that gets you everywhere your audience is. It’s an easy way to make sure qualified families know who you are and can help increase engagement 2-5 times your current level.

Learn more.


Chances are your school already has a message. If you’re like most schools, you probably have a few (or more) and try to work them in wherever possible.

Not good.

Bombarding people with different messages is just as bad, if not worse, than having no message at all! It leads to brand confusion and ultimately parents just end up moving on to a school that has a clear concise message that resonates with them. If you can’t articulate your message to one basic point or you can’t focus it on something that’s truly great about or unique to your school, then your messaging is probably doing more harm than good and your school may even be suffering brand confusion without you even knowing it!

We bring your messaging to the next level by helping you determine what’s truly great about your school and what makes you stand out over your competition. We’ll show you how to make your message resonate with your audience and get them clicking and engaging with you. We’ll also show you how to use these same strategies for your non-digital campaigns to increase effectiveness of those as well.

Learn more.

Social Proof

This is typically where many schools fall short which is sad because without this, you’re handicapping every great thing you’re doing at your school.

Parents today are looking at reviews and testimonials more than ever before and if your school doesn’t have hundreds (more if your school is big or has multiple campuses) of glowing reviews. We’re living in a world where people can pretty much say whatever they want and get away with it so it’s no big surprise that parents are absolutely paying attention to those reviews to see if your school is worth engaging.

Also, sites like Google and Facebook are making reviews a big part of their platform and putting reviews front and center as people navigate different schools on their platform.

All that said, we take social proof to the highest level with automated tools that make it easy for you to get hundreds of 4 and 5-star reviews on Google and Facebook (as well as popular school review sites) so if you’re struggling with getting reviews or need an efficient way to massively increase effectiveness, you definitely want to reach out to us.

Learn more.

The Bottom Line

By this point, you should be thinking to yourself how you’re going to start / improve your school’s digital outreach. That’s great!

If you’re going this on your own, I recommend working backwards and starting with the Social Proof section (assuming you have a working school that’s already doing great things; if not, there are other ways to get social proof legitimately but you’ve got to be more creative and it’s going to take considerably more effort).

If you want help from someone who’s done it before, has a proven system, and can help you do it for your school, click the button below to get started with your case study and I’ll be happy to go over your unique situation to see if I can help.

All the best!

Free Digital Outreach Case Study








Private School Marketing Basics: What You Need to Know to Get More Enrollments

private school marketing

Top Tips You Need to Know for Private School Marketing Success

Are you struggling when it comes to getting more enrollments? Does your private school marketing plan need an update? If your answer is yes to both, you’ve come to the right place. Here, we’ll talk about private school marketing tips that will help you get more enrollments.

Nearly 6 million children in the United States attend private schools. The percentage of children attending private schools creeps upwards, even as overall school attendance remains steady. With these positive trends, are you still struggling to bring more students to the door?

A private school marketing plan is more than just a billboard, a postcard, and a nice web page. It’s a roadmap to your desired results. But where to start?

You can succeed even if you don’t have a full marketing team in your office. Update your school marketing plans with these proven tips for private school marketing and see enrollment soar.

Read on for more.

What Is Private School Marketing

It’s not about school advertising ideas, how to create a great website or a catchy tagline. It’s about a plan to integrate and coordinate all the moving parts. The results you want? New students!

So let’s look at the research. What influences parents to choose a private school? The answers may surprise you. When polled, parents ranked “Positive school atmosphere” as the #1 reason to choose a private school, followed by “Preparing students academically for college” and “School safety”.

However, other studies reveal that actual school choice is made considering factors not among those mentioned by the poll. Revealed preferences indicate that

  • Academics matter, but not as much as some other factors
  • Commuting distance matters, even though it does not appear on the top of the poll choices
  • Length of school day matters, again not even on the list of poll items
  • Extracurriculars matter- music, sports, and clubs make difference in how the parents perceive school atmosphere.

So how do you get information to parents to influence their decisions?

Set Your Marketing Goals

This isn’t your accreditation self-study or an annual report. This is a working document. Skip the fancy language and go for some simple and direct measurements.

Write your goals with numbers in mind. It’s difficult to measure “parent engagement”, but you can certainly place a pass/fail on a goal like ” increase parent event attendance by 10%.”

Some examples include:

  • Increase enrollment by 10%
  • Create an after-school music program: enroll at least 20 students
  • Convert 6% of page views into qualified leads
  • Improve marketing position from unranked to top three private school choices

Assess Resources and Set Priorities

Think about the resources that you can tap. The budget is the obvious one, but don’t forget your timeline, personnel, and software. It’s one thing to say you want to redesign your website and get ranked #1 in Google search, but if you don’t have access to a graphic designer, digital marketing experience or contact management software, then you’ll need to build them into your list of required resources.

The list can become overwhelming very quickly. You might need print messaging, email, social media and more. Weigh your budget against the purchase of new products or hiring additional staff. The best choice may be to outsource your work to a professional.

Make Your Move

You know what you want to do, you know the end result you want to measure. So start building to strategy to get there. You might have the best school in the world, but unless you get that message to prospective parents, your chances of increasing enrollment are slim.

Start by having a simple and visually arresting website. Use good pictures and a well-organized layout to drive people to an online data collection point. You want parent information so you can follow up!

Search Engine Optimization

SEO increases the number of quality visitors to your website. When people are looking for schools, you want to be on the first page of results. Best case, your school website is #1 in search results for your target parents. Figure out what your prospective parents are looking for, and make sure your website delivers!

There are certain words and phrases that your prospects use frequently when searching for schools. Use keyword-rich content to teach your prospective parents about what they want, and why. Create and share your expert knowledge and insights with prospective parents. That way, you drive them towards more meaningful engagements.

Your website isn’t the place for a hard sell, it’s the place to explain and give examples of your school’s advantages.

Engage and Excite

Social media allows you to build your school’s brand organically. Share valuable content on your school social media pages. Answer questions and encourage interaction. Use the opportunity to engage in direct discussions to build trust.

Join interest groups on social media and participate in public conversations. Don’t sell! Remain honest and factual. Help people by answering questions and giving them resource links. Refer to your school website and others.

Outbound Marketing

A private school ad is a form of outbound marketing. Improve your marketing results by using paid advertising to reinforce and optimize the organic growth in traffic from your inbound marketing efforts.

Use the Google AdWords Keyword Planner to help you choose keywords that give the advantages of low competition and volume. Get familiar with current keywords trends. Use social media planning on Facebook, Twitter, Instagram and other platforms to reach your parent audience.

Off the internet, a targeted direct mail effort can get your message into the hands of the right people much more cost-effectively than billboards or TV. The U.S. Postal Service estimates some 60% of consumers have been influenced by direct mail to visit a promoted website. Combined with re-targeting efforts, your parents should be primed to enroll by the time you walk them onto campus for a free tour.

Ask an Expert

When your bottom line is more enrollment and your current efforts just aren’t making the grade, consider revamping your school marketing plan. A private school marketing plan need not be fancy or complicated, it just has to work! Use your existing resources to set priorities and bring people to your website.

From there, wow parents with the information they want, in simple and visual terms. Use outbound efforts to bring people in and re-target them for followup.

Most importantly, don’t be afraid to ask for expert help from someone who’s helped others in your position and gotten them incredible results.

If you feel you’re ready to STEP UP and move forward fast with your school, then click the button below to get your FREE CASE STUDY today.

FREE Provate School Marketing Case Study








8 Easy Rules For Successfully Promoting A School

How To Promote Your School 101 – important rules to work by

  1. Why is more important than how.

    We all know how to get traffic to a website (the easiest way is to just buy it from Google Ads), but really understanding and being fully conscience of why will make it worthwhile. Why do you want to get traffic to your website? Do you just want anyone going to your website or are you interested in a specific audience (i.e., qualified families for enrollment)? Why do you want these people to go to your school’s website? Is there something you want to tell them?

  2. One day at a time.

    Successful schools didn’t get to where they’re at overnight and you aren’t going to get your school there overnight either. This is a step by step, inch by inch, process. If you do 5 things, one thing at a time each day, each month you’ll have done 150 things to help promote your school and by the end of the year, that number jumps to nearly 2,000. Now imagine if you recruited a few people to do 5 more things… Lasting marketing success is built steadily and consistently one day at a time. Do something every day and you’ll be amazed by the outcome.

  3. This is not a race.

    School owners and administrators everywhere will want to kill me for this one but slow and steady promotion is more sustainable than fast and furious advertising. Just because you read about a school who found success overnight doesn’t mean it really happened overnight. Business isn’t linear. Every overnight success started with slow and steady work (even if they won’t admit it) until one day they were able to reap all that they’ve sowed. Drop the competing and comparing and make this an adventure (not a race). Persistence and consistency will serve you better than speed and stress.

  4. If everything matters, nothing matters.

    In some stages of promoting your school you may feel like everything is important and that it all has a place and you should be paying attention to it all. Remind yourself that if everything matters, nothing matters. It can’t all get your attention and budget. Doing one thing really great (like dominating your space on Google or killing it on Facebook) is far better than being okay everywhere (many schools have a Google My Business profile but barely rank for anything important and they have a profile on every major social media platform but no one cares). When you let go of what doesn’t matter you can give more of yourself to what does.

  5. Keep your eyes on your own doings.

    If you’re worried about how you will promote your school while some colleagues couldn’t care less, come back to your own stuff. We’re not aiming for overnight success and as people start seeing your progress, they start to have more appreciation for what you’re doing and they fall into place (either on their own or because you start to get some unexpected help from others). Demonstrate your desire to promote your school by doing the work every day persistently.

  6. Small progress is still progress.

    Always celebrate the baby steps and the small wins. Don’t just wait until the end. This is easy to overlook but so very important.

  7. Less school promotion is far from no school promotion.

    No one said you had to stop all your promotional efforts. You decide what’s important for your school and you put on blinders to the rest. Keep the initiatives that bring in results (see #1 above) and the stuff you enjoy provided they also bring in results and put on blinders to all the rest. When something doesn’t add value anymore, let it go. When you stop enjoying a task or it becomes inefficient to do it yourself, delegate it or hire it out!

  8. Holding on is harder than letting go.

    Ever hear someone justify something with “this is how it’s always been done” or “this is what you do”? Don’t be that person. Letting go of something that doesn’t work or isn’t measurable may feel hard but holding on is harder (and frankly, irresponsible). Holding on means paying with your money, time, attention, and emotion. You only have to let go once &em; and then you’re able to focus on more important things.

Follow these eight simple rules and you’ll be well on your way to reaching your enrollment goals.

If you find yourself struggling with how to promote your school, or you want the support of someone who’s done it before and has a proven system for helping schools get qualified families for enrollment, then I suggest you click here.

All the best!