How to Advertise Your Private School (9 ways)

Advertising your private school serves an important part in gaining new students.

And today, if you’d like some strong tips and techniques to help you advertise your private school and gain new students, you have come to the right place.

How do I advertise my private school?
You can advertise your private school using these strategies: 1. Advertise your school with a website, 2. Advertise your school using social media, 3. Advertise your school with paid advertising, 4. Advertise your school with an open house, 5. Advertise your school in the community.

Let’s now go deeper into these strategies and add a few more to help you advertise your private school and gain new students.

How to Advertise Your Private School

There are many ways to advertise your school. 

Over the years, I have done pretty much every type of advertising strategy you can think of in order to acquire students, whether its PPC, radio, TV, joint ventures with other business owners, guerilla marketing, social media strategies, print and digital newsletters, on and on. 

Your advertising options are only limited to your creativity. 

And once you have gotten started, the advertising data learned can then help you focus your marketing and advertising strategy.

For example, probably the highest priority when advertising your private school is you’ll want to create a website, featuring the school’s customer value proposition (which is a huge opportunity for you because most schools aren’t very good at this), your unique selling proposition (another huge opportunity for you), a response device (yet another huge opportunity for you), your mission, values, curriculum, and any other information that might be of interest to your ideal student profile.

You can also create social media accounts for your school and post regularly about events, achievements, and other news.  This is a great way to push out your messages with virtually no cost.

Additionally, you can create a valuable newsletter and send it to current and prospective students. 

Finally, you can partner with local businesses to create co-marketing opportunities, such as discounts or promotions.

But regardless of how you advertise, you need to have your foundation built. And this means you have a strong understanding of exactly who your ideal student actually is.

Understanding your ideal customer profile is absolutely the single-most important task you have as your start to develop your school advertising plan.

Are you communicating your advertising message to?:

  • Toddlers? 
  • Kids? 
  • Math students? 
  • English as a 2nd language? 
  • Non traditional learners?
  • PhD learners?
  • Trade school? 
  • Professionals?
  • Continuing education?

As you can see, knowing who your customer is will dictate where you advertise, how you communicate your advertising message, advertising laws, and ultimately where the revenue comes from.

This screenshot is from a wonderful private school in the health and fitness niche. As you can see, they know who their customer is, they offer a clear value proposition and then provide an incentive to act fast. Plus, they are promoting their 3rd party social proof. 

For new customer acquisition, the biggest mistake they are making here is the lack of a very clear action step as they have a lot going on here. Additionally, they should have a happy, smiling face portraying their ideal customer profile looking at the reader as their main image. These ideas need further testing to try and improve conversion rates, both for lead generation and for customer acquisition. 

The main point being here is that after you start your advertising and in following your metrics you will gain even more ideas and will become more efficient and effective. The goal is to constantly improve your conversion rates. 

But, you have to get started first.

So let’s do that now.

Let’s now dig into some of the most important places to start your school advertising plan. 

9 Ways to Advertise Your Private School

I have been advertising and marketing private schools for many years. Here are some of the best places to get started.

Be sure to track and measure your results. As you see what advertising strategy brings you the best opportunities, this can help you redirect your advertising plan from year to year.

1. Create and maintain a mobile-first website for your school

A website is essential when advertising your private school.

You’ll want to include the basics about the school, staff, and curriculum. Also, include contact information and if you are a brick n mortar school include a map so people can easily find your school. 

The website should be up to date with current affairs and other events taking place in the school. It is a great idea to add a Frequently Asked Questions section as this is one of the most frequently visited pages on almost any website, and is a great place to sell your benefits.

Be sure to focus on building your site for mobile first, and ensure it is a fast, secure and trustworthy experience for your users. 

As a general rule of thumb, the primary purpose of most school websites is to provide so much value that when your ideal potential student lands on the site, they are compelled to enter your database giving you the opportunity to communicate your valuable messaging. 

This is such an important topic, that I encourage you to read it again.

One of the best ways to do this is by offering something free and very valuable.

Go here to learn how to do this from some of the best companies in the world:

How is “Free” used in marketing? (5 clever strategies)

What is Operational Excellence and Why is it Important?

2. Use social media to advertise your private school

Social media is becoming increasingly essential in the advertising world, and schools should not be excluded from leveraging its powerful tools. Social media provides schools with an opportunity to reach a large, targeted audience quickly and cost-effectively.

For example, a school can create a page on a popular social media platform and post content that is of interest to potential students, such as news about upcoming events, information about student achievements, and photos from school events. This content can be shared with current and prospective students, as well as their parents and other members of the school community.

Schools can also use social media to promote specific programs, such as internships and academic conferences, and to highlight the unique benefits of their institution. By regularly posting content about their school, they can attract more interest from potential students.

Fusion Academy operates in 16 states and appears to be operating with a Customer Intimacy Customer Value Proposition in that they customize their education for students, and provide a one-to-one teacher-student-classroom relationship.

They regularly push out content via there social profiles, which we have a screenshot from their twitter profile: @FusionAcademy 

In addition, schools can use social media to interact directly with their community. For example, they can create polls and surveys to obtain feedback on school policies, as well as host online Q&A sessions with faculty and staff. This type of direct engagement helps to create a sense of community and increases the visibility of the school.

Finally, schools can use social media to attract new students by leveraging the power of influencers. Influencers can be asked to share content related to the school, allowing them to reach a wider audience of potential students.

Overall, social media is a powerful tool that can help schools reach a larger audience and create a sense of community. By leveraging its powerful capabilities, schools can more effectively promote their institution and connect with potential students.

For very helpful articles on developing your unique selling proposition and implementing a customer intimacy customer value proposition, visit these helpful articles:

How Do You Write a Unique Selling Proposition (USP)?

What is the Customer Intimacy Strategy? (+9 Strategies)

Customer Intimacy Strategy Examples (6 Companies)

3. Recruit school ambassadors to advertise your private school

School ambassadors should be recruited to help promote a positive and welcoming school environment. School ambassadors are students who have been given the role to represent the school in a positive light and be a face of the school. They can help create a sense of belonging and acceptance among their peers and the wider school community.

Ambassadors can help to spread the message of the school and its values, such as respect and inclusion. They can be asked to promote activities, events, and initiatives to their peers, providing a source of communication between the school and its student body. They can also act as a bridge between the school and parents, helping to share information about student events, school news, and more.

Further, ambassadors can play an important role in helping to resolve conflicts between students, by acting as a third-party mediator and promoting positive dialogue. This could help to reduce the number of disciplinary issues in the school, and create a more peaceful and supportive atmosphere.

In addition, ambassadors can be used to provide peer-to-peer mentoring and support. Ambassadors can act as role models, offering advice and guidance to their peers. This can help to build strong relationships and create a sense of mutual respect among students.

Overall, school ambassadors can be a key asset to the school, promoting positive values and behaviors, helping to build strong relationships among students, and acting as a bridge between the school and its community.

Probably the best way to recruit a school ambassador is through communicating with your list of students, alumni, vendors, teachers and even family members of students.

You can learn how to do this here:

How to Create an Online Survey Using Google Forms (+example)

4. Enlist influencers to advertise your private school

In today's digital world, influencers can be a powerful tool for schools to reach new audiences, build their brands, and increase engagement. Influencers can establish trust and credibility by sharing their experiences and expertise with their followers. By leveraging influencers, schools can tap into an established network of potential students, donors, and alumni.

For example, a school can collaborate with an influencer to create a promotional video highlighting the school's unique offerings and mission. This video can be shared on the influencer's social media channels, introducing the school to a wider audience. A school could also partner with an influencer to create content featuring the school's faculty, staff, and students, which can be shared on their social media channels.

Furthermore, influencers can help a school expand their reach by creating content that speaks to specific audiences. For example, a school could enlist an influencer to create content targeting prospective students. This content can showcase the school's academic opportunities and highlight student life.

In addition, influencers can help a school increase engagement with their audience by starting conversations and inspiring action. For example, a school could enlist an influencer to host a Q&A session on social media, allowing students to ask questions about the school and its offerings. This would give the school an opportunity to connect with their target audience, build relationships, and increase engagement.

Overall, influencers can be a powerful tool for schools to reach new audiences, build their brands, and increase engagement. By leveraging influencers, schools can tap into an established network of potential students, donors, and alumni, as well as generate content that speaks to specific audiences.

5. Use paid advertising to advertise your private school

Schools should use paid advertising to reach potential students, families, and donors. Paid advertising can help schools create awareness of their programs and offerings, generate leads and inquiries, and drive donations and other fundraising efforts.

For example, if a school is launching a new program, a targeted ad campaign can help spread the word and get the right people interested. Schools can also use paid advertising to target prospective students and families who may be looking for a new school or educational program. Ads can be used to showcase the school’s unique offerings, such as special programs or unique curriculum.

Paid advertising can also help schools gain exposure and recognition from a larger audience. Ads can be targeted to a particular region or demographic, allowing the school to reach people who may not have otherwise heard about them. This can help schools generate more inquiries and leads, which can lead to increased enrollment and donations.

Finally, schools can use paid advertising to promote upcoming events and fundraisers. Ads can be placed on social media, in local newspapers, or other media outlets. This can help spread the word about the event and generate more interest in the school.

Overall, paid advertising can be a powerful tool for schools to reach potential students, families, and donors. It can help promote the school’s offerings and drive inquiries, enrollment, and donations.

Go here for a very helpful example of exactly how develop your paid digital advertising plan:

Website marketing with helpful examples and a sample marketing plan

Advertising agencies are also an excellent option. They collect demographics on new parents moving to your area. If paid, they can send emails or personalized postcards on behalf of your private school, welcoming potential families to your area.

6. Get active in the community to advertise your private school

Community activities are an important part of a school’s social mission. Community activities involve students, faculty, and staff engaging in activities that benefit the community. These activities can range from volunteering at a local shelter to organizing fundraisers for a cause. Community activities provide a meaningful way for schools to involve their stakeholders in important social issues.

Community activities can help strengthen a school’s connection to its local community. For example, a school can host a book drive to benefit the local library, or organize a community clean-up day to help beautify the surrounding area. These activities help build positive relationships between the school and its neighbors, creating a sense of community and camaraderie.

Community activities can also help teach students important values like responsibility, empathy, and civic engagement. For example, a school can organize a volunteer day where students can help out at a local food bank or soup kitchen. By seeing first-hand the impact their efforts can have on their community, students learn to appreciate the importance of giving back.

Finally, community activities can help students develop important life skills such as problem-solving, communication, and teamwork. For example, a school can organize a field trip to a local farm where students can work together to plant and harvest vegetables. Through this experience, students learn the importance of collaboration and the rewards of hard work.

In conclusion, community activities are an important part of a school’s social mission. Through these activities, students learn important values, develop important life skills, and strengthen their connection to the local community.

7. Extra-curricular activities and other programs will advertise your private school

Participating in enrichment programs and extra-curricular activities can boost school enrollment rates. Some of these activities include:

  • Music programs
  • Creative writing
  • Carpentry
  • Culinary arts
  • First aid
  • Photography
  • Camping

Parents looking for a school for their children are likely to consider a school offering some of these activities. Apart from academics, parents love schools where their kids can have fun and learn safely.

8. Create a print or digital newsletter to advertise your private school

Print or digital newsletters are a great tool for schools to use in their advertising. A newsletter can be used to inform parents, students, and the community about upcoming events and important news. It can be a great way to keep parents and students up to date on what’s happening in the school.

Newsletters can be used to share information about school programs such as clubs, sports, and other extracurricular activities. Schools can include information about upcoming events and activities, such as field trips, speakers, and special events. This will help keep parents and students informed and involved.

Newsletters can also be used to promote the school’s accomplishments and successes. This can include information about awards the school has won, honors or recognitions students have received, or any special projects the school has taken on. This can help boost school pride and get the community excited about the school.

Newsletters can also be used to communicate safety and health information. Schools can include reminders about school policies such as dress code, bullying prevention, and safety protocols. They can also provide updates on health and safety regulations, such as any new procedures the school has put in place.

Print or digital newsletters are a great way for schools to advertise and keep the community informed. They can help build school pride, encourage involvement, and keep the community up to date on important news and events.

9. Develop your school’s brand to advertise your private school

There is more to branding than a pair of mascots, the school motto, and an emblem. Branding is what you want others to think about your school. It is the images, memories, and messaging you should be communicating about your private school.

A school's brand is an important part of its identity and is key to how students, parents, and the community view it. A well-developed brand can help attract more students, increase donations, and establish a positive reputation.

To build a successful brand, schools should focus on creating a consistent message and visual identity. This includes developing a logo, slogan, and mission statement that represent the school's values and goals. Additionally, schools should be active in creating and maintaining a strong online presence by creating a website and social media accounts that are regularly updated with news and events.

Schools should also promote their brand through marketing campaigns and engaging activities. For example, they could host assemblies, open houses, and other events to get the community involved. They could also create promotional materials such as flyers and brochures to distribute in the community.

Finally, schools should focus on creating an experience that reinforces their brand. This includes providing a quality education, developing strong relationships between faculty and students, and ensuring a safe and inclusive environment.

By taking steps to develop their brand, schools can create a positive reputation, attract more students, and establish a strong presence in the community.

Consider school-branded merchandise giveaways to create a fanbase. Other ideas include custom hoodies, umbrellas, and t-shirts for pep rallies. Parents with their children enrolled in your private school can also have branded tote bags and car stickers. The branded items shout out the name of your school whenever these people go and raise awareness.

For more very helpful resources on marketing strategy, branding and a lot of great resources go here:

Marketing Department

Frequently Asked Questions

How do I advertise my private school?

Advertising your private school is a great way to increase enrollment, as well as improve visibility in the community. There are many methods to advertise your private school, both online and offline.

First, you should create a website for your school. It should have information about your school, including its mission statement, enrollment process, curriculum, and any special features or programs. Make sure that the website is easy to navigate and includes contact information for inquiries. Moreover, you should use social media platforms like Facebook, Twitter, and Instagram to promote your school. Through these platforms, you can post updates about events, activities, and achievements, as well as share photos or videos.

In addition, you should use traditional methods of advertising, such as newspaper or magazine ads, radio and television ads, flyers, and billboards. You can also host open houses or events to showcase your school.

Finally, you should take advantage of word-of-mouth marketing. Talk to family, friends, and community members about your school and encourage them to spread the word. You can also partner with local businesses or organizations to sponsor events or activities, which can also help to increase visibility.

By employing these methods, you can successfully advertise your private school and reach a larger audience.

How can I increase the number of students in a private school?

Increasing the number of students in a private school requires both short and long-term strategies to be effective. Firstly, the school must ensure that it is providing a quality education and a positive learning environment. This requires providing a strong curriculum and qualified teachers, offering extracurricular activities, and creating a safe and supportive atmosphere.

Once the school is providing quality education, there are a variety of marketing strategies that can be used to attract new students. Word of mouth through current students, alumni, and parents is often one of the most effective methods of advertising. Additionally, the school can create effective marketing campaigns through social media, advertising in local publications, and organizing open houses and other events.

Another important factor to consider is the tuition fees. If the tuition and fees are too expensive, this can be a barrier for potential students and their families. Offering financial aid and scholarships can help to attract students from a wider range of backgrounds.

Finally, the school should focus on providing a personalized experience for students and families. This includes activities such as sponsoring student visits to the school to get a feel for the atmosphere, hosting parent-teacher meetings, and having a dedicated admissions officer to answer questions and provide guidance. These efforts help to build relationships and create a positive image for the school, which can be an important factor in a family's decision to enroll their child.

For more information and a very helpful resource on gaining more students to your school, go here:

How to Attract More Students to Your School (action plan)

How do you market a small school?

Marketing a small school can be a challenge due to budget and resource constraints. However, there are several strategies that can be employed to reach potential students and their families.

One of the most important aspects of marketing a small school is to build relationships with the local community. This includes forming partnerships with local businesses, attending community events, and advertising in local newspapers, radio, and television. Additionally, leveraging digital platforms such as social media, email, and websites can help to raise the school’s visibility.

Another effective marketing technique is to create a community of current and former students. This can be done through alumni events, online forums, and social media groups. This will help to generate positive word-of-mouth and provide an organic platform to showcase the school’s successes.

In addition to these strategies, it is important to focus on creating a strong brand and message. This can be done through content marketing, such as blogs, videos, and podcasts. These can be used to highlight the unique features of the school, such as the academic program, extracurricular activities, or community involvement.

Finally, it is important to measure and track marketing efforts to determine what is working and what is not. This can be done through analytics tools that track website performance, social media engagement, and email open rates. This information can help the school make informed decisions about future marketing activities.

Overall, marketing a small school can be a difficult task, but with the right strategies, it is possible to reach potential students and their families. By building relationships with the local community, creating a community of current and former students, focusing on creating a strong brand and message, and tracking marketing efforts, a school can effectively market itself.

References

  1. https://search.proquest.com/openview/9a44a8ba04d36797b9927e9053082322/1.pdf?pq-origsite=gscholar&cbl=25066
  2. https://www.youtube.com/watch?v=9eAlaBqVQnY
  3. https://www.academia.edu/44716427/Assessing_the_Influence_of_Advertising_on_Student_Enrolment_in_Private_Universities_in_Uganda

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