The Research, Expectations, and Behaviors That Guide School Choice Today
Over the years I have worked with over 15 education clients and have found when it comes to school marketing, one audience makes or breaks your enrollment pipeline: moms. In today’s world, this means specifically millennial moms are making school enrollment decisions.
A Generation with New Expectations
Born between 1981 and 1996, this generation of moms is shaping decisions big and small in their households, with one of the most important being where their children go to school. And unlike generations before her, the millennial mom brings new expectations, habits, and values to the decision-making process.
As a millennial mom, I have found myself doing thorough research into any school, club or activity I look at for my children. And all this research is being done online before I even reach out directly for more information.
How Millennial Moms Research and Choose Schools
When it comes to school choice, millennial moms are not passively waiting for word-of-mouth referrals or eye-catching brochures. They are active researchers who spend hours online evaluating websites, reading reviews, browsing social media, and watching videos. They want to know what it feels like to be part of your school community.
51% of parents say they wish they had more information about the schooling options available to them.
School Choice Awareness Foundation, 2025
Digital Presence and Enrollment Marketing for Schools
Your digital presence must be perfected, mobile-friendly, and informative, and be able to communicate within seconds who you are. Research shows online users are not spending much time on sites if they do not find the information they are looking for quickly and easily. This means you have a very short window to make an impression, capture their attention, and keep the user on the site.
Beyond Test Scores: Values and Whole-Child Development
Aside from test scores and the academic rigor of the school, millennial moms are looking for schools that align with their values. That might include diversity and inclusion, social-emotional learning, a faith-based foundation, strong community involvement, or a balanced approach to technology.
Schools that showcase how they nurture the whole child (academically, emotionally, spiritually) are more likely to resonate with the mom group and make her feel more at ease with her school decision.
Millennial parents rank school culture and extracurricular activities among their top priorities—just as highly as academics.
Echelon Insights, 2023
Meeting Moms Where They Live: Social Media
Millennial moms live on Instagram, Facebook groups, TikTok, and YouTube. They don’t just want to be advertised to; they want to engage. More and more users have said they are looking to find a community of like-minded individuals online rather than being served ad after ad.
That means your school’s presence shouldn’t just look like one big promotional tool, it should give a glimpse into what her family will experience by joining the school. Authentic, engaging social content that reflects your school’s personality could play a larger role than you think.
86% of millennial moms use social media daily, with Facebook groups and Instagram as top platforms for school-related searches.
eMarketer
Building Connection and Belonging
This generation of moms wants to feel connected and supported. When she’s choosing a school, she’s wanting to know not only will her child belong but will she. By schools using their content to spotlight parent involvement, community events, and the ways they bring families together, they can help her visualize what becoming part of the school might mean.
Building Trust with Parents: The Ultimate School Marketing Strategy
Marketing to the millennial mom isn’t about pushing information but rather building trust. She’s informed, empowered, and ready to advocate fiercely for her child’s future. If your school can show her that you understand what matters to her through proven results, you’re not just getting her attention, you’re earning her decision.
About the Author
Andrea Buskirk, Account Director, is a millennial mom and educator-turned-marketer who now leads accounts at TWIST. She brings a fresh perspective to education-focused messaging and is known for her proactive approach, clear communication, and commitment to guiding projects to meaningful results.
