Before entering the world of marketing, I never fully understood why a school would need to market itself. I was incorrect by thinking advertising was reserved only for brand name companies and surely no one would be interested in marketing their school, let alone an elementary or high school. However, in the past years working for an agency that works with a variety of educational institutions, I can see how my thinking was very wrong. This type of thinking can also be costly for the school.
Schools Can’t Afford to Skip Marketing Anymore
Gone are the days of primarily word-of-mouth referrals for a school. Today’s school market is becoming more competitive by the year. Parents are school shopping much earlier and visiting multiple schools. Students are also having more of a say in their school decision. Schools that are late to the advertising game are needing to spend significantly more than one who has been steadily advertising over the last 2-5 years. With the rise of competition in the school market, through EdChoice and financial aid opportunities, more opportunities for extracurriculars and specialty programs, and rigorous academics, school’s need to distinguish themselves in the market like never before.
It’s no secret that today’s parents are constantly researching, comparing, and evaluating school options for their children. Whether they’re new to town, switching schools mid-year, or planning years in advance, families are always “school shopping.” And while organic word-of-mouth and community reputation are invaluable, they’re simply not enough anymore to keep your school visible in a crowded educational landscape. That’s why having a year-round paid media strategy is crucial.
A Year-Round Paid Media Strategy Reaches Families When It Matters Most
Too many schools run a few ads in August or January around back to school or Open House season and believe that to be enough. But parents aren’t exclusively looking for schools during those months. Life changes happen year-round whether from family relocations, job changes, academic struggles, or dissatisfaction with current schools. If your school isn’t advertising consistently, you may be missing out on the exact families you want to reach.
A paid media plan ensures your school shows up when and where parents are searching. Our research shows it takes between 10-15 times for someone to see an ad for them to take action. This is due to everyone being constantly bombarded by advertising, making it critical to have a well thought out media plan and concise target audience to ensure your message is being seen by the right person.
Another mistake schools are making is relying too much on organic social media pages and groups. School Facebook or Instagram pages that once reached a larger audience now reach a fraction of that. Also, with Google reviews being removed for educational institutions, gathering up to date testimonials from families can be harder.
Paid Media Is Essential to Stay Visible and Competitive
By utilizing paid media schools can retain more control. With even a modest budget, your school can reach targeted audiences across platforms, meeting families where they are at throughout the day. Tactics like paid social media, paid search, digital display, and streaming ads each serve a distinct purpose, but when used together, create a powerful, cohesive presence across the digital space. Paid search reaches parents actively looking for options, while social media ads build awareness and emotional connection through targeted visuals and messaging. Display ads reinforce your brand identity across websites, and streaming platforms capture attention in moments of downtime. By combining these channels, schools ensure they’re visible at every stage of a family’s decision-making journey.
Public, charter, private, and online schools are all competing for families with many running digital ad campaigns 10-12 months a year. These days, if you’re not in the mix, your school may not even make it to a prospective parent’s shortlist. A well-timed ad can be the difference between a family discovering your school or never hearing about it at all.
A year-round paid media plan ensures your school is consistently visible, competitive, and top-of-mind for prospective families. When combined with authentic storytelling and clear enrollment pathways, it becomes a key part of a healthy, proactive communications strategy.
