Choosing the right school for their child is a huge decision for parents, and it’s no easy task for schools to convince them that their institution is the best choice. School marketing can feel like a constant battle to get your message heard over the din of competing schools and other distractions, like the latest TikTok challenge or viral meme.
So, how do you grab parents’ attention and make them want to learn more about your school? It starts by understanding what they’re looking for when they’re considering a school for their child.
Sure, academic excellence is important, but it’s not the only thing that matters. Parents want to know that their child will be happy and fulfilled during their time at your school, which is where extracurricular activities come in. If your school has a debate team that consistently wins regional competitions, or a dance program that puts on shows that rival “Dancing With the Stars,” make sure to let parents know!
And let’s not forget about the facilities – parents want to know that their child will be learning in a safe, comfortable environment. If your school has an impressive library or a brand new science lab, make sure to show them off in your marketing materials.
But school marketing is not just about highlighting what you offer, it’s also about knowing what parents are worried about. For example, if the traffic around your school is a concern, make sure to mention your convenient drop-off and pick-up procedures. If safety is a top priority for parents, highlight your security measures and staff training.
So, take a deep breath, put on your thinking cap, and get creative with your school marketing. By understanding what parents want and finding ways to make them laugh, you can attract more families to your school and create a community that values education and embraces fun. Here are some of the first things that families tend to look for when considering a new school:
Academic excellence
One of the primary reasons families look for a new school is to ensure their child receives an excellent education. Parents often want to know about the school’s curriculum, teacher qualifications, and academic achievements. They also want to see evidence that the school is committed to continuous improvement and providing the best possible learning experience for students.
Extracurricular activities
Families want their children to have a well-rounded education, which often includes participation in extracurricular activities. These can include sports teams, music programs, drama clubs, and more. Parents want to know what types of extracurricular activities are available at the school, and how well the school supports and promotes these activities.
Facilities and resources
Families want their children to attend a school with modern facilities and resources that support learning. This can include things like a well-equipped library, technology resources, and up-to-date classrooms. Parents also want to know about the school’s facilities for sports and other activities.
Student support services
Families want their children to receive the support they need to succeed academically and socially. This can include access to guidance counselors, tutoring services, and special education resources. Parents also want to know that the school has a positive and supportive culture that prioritises the well-being of its students.
Location and transportation
Families want a school that is conveniently located and accessible to their home or workplace. They also want to know about transportation options, such as bus routes or carpooling, to ensure their child can get to and from school safely and easily.
In conclusion, understanding what families look for when choosing a school is critical for administrators and marketers to provide the best possible educational experience for students. By focusing on academic excellence, extracurricular activities, facilities, student support services, and location and transportation, schools can attract more families and ensure they are meeting their needs.
Furthermore, schools can use this information to identify areas where they can improve and make necessary changes. By investing in teachers, providing quality extracurricular programs, maintaining modern facilities, and creating a positive and supportive culture, schools can create an environment that fosters learning, growth, and success for all students.
Ultimately, choosing the right school is a big decision for families, and it’s up to school administrators to ensure their institution is providing the best possible education for their children. By prioritizing what matters most to parents, schools can not only attract more families but also create a community that values education and sets students up for success in the future.
