Private School Marketing: How Schools Can Identify Opportunities For Growth

Right now, many private schools are well poised to grow their student body and revenue. However, that growth will only happen if they find the right opportunities to reach parents and address students’ unmet needs.

COVID has raised the differences between private and public education options to the forefront of consciousness. While public schools have generally had to follow lockstep with state-mandated remote learning, private schools have generally been more nimble to innovate in a way that meets families’ needs, first with remote learning, then with hybrid programs. Today, many private schools can succeed by advertising their unique offerings with digital marketing strategies.

Private School Marketing Trends

Private school marketing best practices have changed quite a bit in the past few years. You should be aware of these trends so you can see how your school matches up with families’ shifting needs and preferred interaction styles.

  • Greater reliance on the school website. A greater number of families are considering private education options, reversing the downward trend in private education. The role of the school website has changed and expanded to compensate for the lack of in person community building and engagement.
  • Social & Emotional Learning (SEL). SEL has become a key driver for both administrators and parents as they seek to reduce mental and behavioral health concerns resulting from distancing and lockdowns. Schools not only need to implement SEL curriculum and programs, but also learn how to assure prospective parents they are on the leading edge of this movement.
  • Rolling open enrollment and virtual tours. Many admissions directors are moving to rolling open enrollment and making investments into technology for virtual tours, online enrollment systems, and teleconferencing.
  • A larger social media and web presence. Schools are relying more heavily on social media, search engines, and web presence to engage with parents and prospective families on important issues and changes.
  • High-quality remote and hybrid learning technologies. Investments in remote learning technologies and processes have removed previous long-held assumptions around capacity and class size, as schools increasingly wonder if hybrid/virtual learning is the new normal.

How to Identify Marketing Opportunities For Your Private School

​​When crafting a marketing strategy for your school, it’s important to understand the internal and external situational factors. One common tool we use to analyze a school or organization’s situation is the SWOT analysis, which stands for Strengths, Weaknesses, Opportunities, and Threats.

The first two components of SWOT, Strengths and Weaknesses, make up the internal situation, and the latter two components, Opportunities and Threats, make up the external situation. Internal factors analyze the relative strength of your unique approach to education, academics, website, marketing team, resource availability, assets, etc. External factors might include education sector trends, parents’ economic conditions, or competitive pressures.

The SWOT analysis should help you answer the question, “what opportunities are we uniquely prepared to capitalize on?” In addition, it should help you become aware of liabilities (weaknesses or threats) you may need to address. Finally, it’s a foundational input to the development of your school brand positioning strategy. 

More Private School Marketing Ideas

Do you need ideas or ongoing help with marketing your private school? Reach out to the Rocketship team for a consultation. We can help your school or education service:

  • Refine your brand strategy and marketing plan
  • Grow enrollment
  • Save time and resources utilizing CRM and email automation
  • Maximize your web and social media presence and engagement

Contact us today to start growing your school!