Marketing is an essential part of reaching potential students and increasing enrollment. Many schools dedicate large portions of time to developing marketing strategies to help them achieve specific enrollment and admissions goals.

However, smaller private schools can have a more challenging time with marketing efforts because they often have limited budgets and smaller staff. Reaching potential students and their families is critical. Discover some marketing strategies for small schools to help you learn what efforts you can take to find and engage new students.

1. Identify Your Niche

Before you begin planning specific steps to promote your school, you want to determine what you can do to make your school stand out and appeal to potential students and families. Your niche makes your school unique — what your school has that students can’t find at your competitor.

You can highlight anything, whether it’s a specific program, like arts or STEM; high-performing teachers and their teaching techniques; or a particular aspect of your campus, like a recently renovated sports center. When you highlight what makes you different, you can help attract students looking for those elements. If you have a state-of-the-art basketball court, students looking to pursue basketball seriously will be more interested in your school.

Understanding what makes your school attractive to students and stand out from the competition can help you know what to feature in your marketing. You can create marketing campaigns that center around that one factor, allowing you to reach students interested in that factor and spread information that might otherwise go unshared.

2. Use Social Media

In the age of digital technology, social media is a powerful marketing tool you can use to highlight your school and what makes it unique. Social media can allow you to share several kinds of information and reach many audiences, making it an excellent tool for schools to use when advertising different services and specialties.

When using social media, consistency is critical. If you plan on moving your campaign along this route, you will want to develop a brand voice and visual identity. A brand can help you communicate several pieces of information to your audience, like your values and your personality. Further, it can help people remember and associate things with your school, strengthening your brand presence. Some factors to consider when developing a brand include:

  • Tone.
  • Colors.
  • Symbols.
  • Logos or mascots.
  • Mottos or taglines.

Another part of consistency with social media is posting frequently. If you want to boost engagement and have more people see your posts, you need to develop content continually. As part of your social media plan, determine how frequently you would like to post and where.

When creating social media content, you can use different platforms to highlight your niche. For example, if you want to feature your high-tech STEM classrooms and labs, you can use YouTube to film virtual tours, allowing potential students and families to explore your campus. If you want to share news of your football team winning a game, you can write an announcement on Twitter or post a team picture on Instagram. Each platform has unique benefits and strengths that can help you share different information.

3. Create Personalized Content

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When looking for small school marketing strategies, you can give potential students a taste of the individualized care that comes with smaller private institutions with personalized content. Personalized content helps increase engagement with families and students, shows them how much your care, and can cater to the student’s interests. Students can imagine what it would be like to be a student at your school and how they fit in.

While targeting your niche and creating social media content can help draw families and students into your school, you can maintain their interest with personalized content. When students and families visit your campus or make an account online, you can ask them to fill out a form with their contact information and interests.

With this information, you can send them targeted content based on their selections. They might receive email updates about science programs you offer or a postcard in the mail inviting them to your next football game. Families can choose what they prioritize, allowing you to connect them to important events on campus, like open houses where they can speak with faculty about academics or campus tours.

4. Gather a Marketing Team

Marketing small private schools sometimes means pulling tools from unlikely places. When preparing your next marketing campaign, survey everyone available on your staff to determine who might be willing to help prepare the material. Some teachers or administrators might even have experience in marketing and could put their skills to good use on your campaign.

Families love to get involved in their child’s schools. If you need more people to help you carry out your marketing goals, you can reach out to families of current students. Some might have valuable marketing experience, and many families are passionate about schools. Being aware of all your resources can help ease the load on staff and create a dedicated team.

5. Invest in Automation

Many small private schools have limited staff members who can work on marketing projects. However, you can make the most of your marketing by investing in automation tools, allowing you to streamline projects and redirect manual labor to the tasks that need it.

With automation, you can automatically send emails with updates to students and families, schedule and post social media content, track student progress through applications and create and send personalized content. Automated tools can help reduce the strain on faculty running marketing campaigns by reducing the tasks they need to carry out themselves.

Automated tools can also provide essential information your school will need to assess your campaign’s success. These tools will pull data about engagement and enrollment, helping you see what marketing efforts are working and which ones might need improvement. Especially after wrapping up a marketing campaign, having easy access to valuable data about your campaign’s effectiveness can help you plan better future campaigns.

Streamline Marketing and Application Processes With TADS Solutions

While smaller private schools might have a more challenging time marketing, they can take steps to create effective content that engages students and attracts families to their school. A crucial part of creating a successful marketing campaign is investing in the right tools.

At TADS, we offer comprehensive software solutions to help schools manage various processes, including enrollment and admissions. Our software makes it easy for families to work through applications, manage documents, and make payments while allowing administration to track data and application progress. You can customize the application to meet your branding requirements to maintain all marketing standards. Request a demo with TADS today.

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