How to Market Your Private School

Exterior of two-story school building

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With declining enrollment in schools across the country, many school leaders recognize that hard times are ahead unless they take a new approach to recruiting and retaining students and families. Parents have more choices than ever when selecting a school for their children, making the education market increasingly competitive. Yet very few schools have experience marketing and selling their school to prospective families. Private school leaders face additional challenges with affordability and overcoming myths about private schools. Learning how to market your private school is now more important than ever

Dispel the Myths

Some prospective families may have misconceptions about private schools and how they work. Create materials and opportunities to share information about your school. Promote facts that appeal to families. Talk about how your curriculum sets your school apart from other educational choices, the special services or programs you offer, smaller class sizes, innovative teaching strategies, and how much you value family engagement. Virtual and in-person tours can help parents experience the school culture so they see that private schools are not elitist, but welcoming educational options designed for student success.

Teacher sitting beside student who is writing

Identify Authentic Stories

You have a story to tell, one that exemplifies the experiences that you hope all students and families have when they attend your school. Talk to parents who are highly engaged at your school. What do they like about the school? What have they experienced that keeps them coming back year after year? Identify staff stories, too. Ask staff to share stories about how they meet the needs of individual students, how they serve the community, and student and family success stories.

Q&A videos on your website and in-person opportunities for potential families to meet with current students and families will further help to dispel myths about private schools and open minds to the opportunities that exist for private school students.

Share Your Success

Ultimately, learning to market your private school is not unlike marketing any other product. You want to show prospective families all your school has to offer their child and convince them to check you out in person. Many of those same marketing approaches will be effective for you, too.

Use Family Ambassadors. Those families who have great stories to tell will likely share their experiences with others on their own. Word of mouth is powerful. Encourage students and families to share but take it even further. Ask families to serve as Family Ambassadors. Family Ambassadors can provide authentic stories to prospective families, answer their questions, and become a window allowing families to see what it’s really like to attend your school. In addition, family Ambassadors may lead parent events at school, post about the school on their social media, welcome prospective parents to the school and show them around, and be an ongoing resource for existing parents who want to engage with the school at higher levels.

Man and woman talking outside a school

Identify and Talk with Your Feeders. Identify the schools or other education centers your students attended before arriving at your private or independent school. Talk with leaders at those schools to see how you could work together to inform families about the options at your school as students prepare to transition up to the next grade level.

For example, if your private school serves students and families starting in middle school, you may collaborate with local elementary schools and centers to help connect with fourth and fifth-grade students and families. You may share a flier, link to your website, invite them to events at your school, and hold open houses for prospective families. You may also find it helpful to present information at faculty meetings for teachers and school counselors, as many parents will ask those professionals they trust at their current school for recommendations as they prepare to transition to the next school.

Engage Your Community. Work with community business leaders, government officials, and first responders to engage your community within the school. If your private school has a specialized technology program, for example, bring in individuals from the community to share about different tech-based careers in your community. Then ask those individuals to share their experience at school at their place of business, on social media, and among their personal networks. Some schools find it helpful to ask the media to attend these events and perhaps write a short article for the local newspaper. If your school supports a local non-profit, ask them to include a brief write-up of that support in their newsletter or website.

Private schools have unique relationships with their students’ parents and alumni. Foster those relationships and encourage them to support the school by sharing information about events, activities, and their experiences when they are at work and during their typical community interactions.

Meet Parents Where They Are

Whether in your community at sporting events, in stores or restaurants, or through interactive technology, identify where your prospective students and parents are. Then market your private school to them in that space to share your stories, teach them about your private school, and highlight all the reasons your parents and staff chose and continue to choose your private school.

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