I don’t know how it is in other cities, but here in Denver many Mexican restaurants offer a build-your-own combo option. I typically order a chile relleno / enchilada combo, with rice and beans. That’s if I’m really hungry. This blog post is for schools that are really hungry. You can mix and match, choose to do one thing and not the other, but this is the combo that will get you moving!
Meta / Facebook Ads for Schools
Whether you love Meta or hate Meta, Meta ads can be a useful tool for schools because its targeting options allow you to get pretty granular. You can reach specific demographics, such as parents with school-age children, people in specific income brackets, location-based targeting, or targeting parents who may already be in your system but haven’t yet decided on whether or not your school is right for them.
Another advantage of Meta ads is that they allow for visually engaging content, which means you can showcase your offerings through videos, images, and carousel posts (ads with multiple images). Ads can highlight campus life, extracurricular programs, and other key features, and provide a comprehensive view of what your school has to offer.
Different types of Meta ads offer schools various ways to communicate your message. For instance, image ads can provide a snapshot of your school culture or celebrate achievements, while video ads offer a way to share more in-depth stories, such as events or testimonials.
Carousel ads allow schools to present multiple aspects of your programs, like different grade levels, specific academics, athletics, and arts, in a single ad, which can also be beneficial if each demographic you’re targeting is relatively small.
For example, we’re currently managing Meta ads for a school in a mid-sized town, and if we only target parents of preschoolers in the relevant income bracket, Meta thinks the audience is too small to show ads to. However, when we created a carousel ad that included multiple images with links to the different grade levels, then we were able to combine the demographics into one ad, which made the audience big enough for Meta to serve the ad.
Another Meta ad format that we really like are lead ads. They can streamline the lead generation process because they integrate a form directly into the ad, which can be a very effective way to get parents’ contact information instead of expecting them to fill out a form on your website.
Event ads can be effective for promoting open houses, fundraisers, or other school events. Most of a school’s marketing goals can be supported by Meta ads because of the multiple formats and media available, as well as the low cost of Meta ads.
Organic Social Media
In addition to social ads, organic social media can also play a significant role in a school’s marketing strategy by fostering community engagement and showcasing your school’s culture, allowing you to tell your story and keep your current families, future families, and prospective families up to date.
Meta for Nonprofits
Platforms like Facebook are ideal for sharing updates, celebrating achievements, and posting event reminders to keep parents informed and involved. Instagram offers a visually-driven space where schools can share photos and videos of classroom activities, sports events, and art projects, helping to build a sense of pride and connection among students and families and attract potential families.
LinkedIn for Nonprofits
LinkedIn is effective for professional networking, highlighting teacher accomplishments, or sharing thought leadership content relevant to education, though it’s not as valuable for schools as a marketing tool for enrollment purposes.
Other Social Networks for Nonprofits
Schools might also consider leveraging platforms like Snapchat, Reddit, and TikTok (assuming it lasts!) to reach different audiences in creative ways, especially younger audiences or potential students.
Snapchat can be used to share quick, behind-the-scenes glimpses of school life or promote special events through Stories, creating a sense of immediacy and engagement with younger audiences.
TikTok offers opportunities for schools to showcase your creativity and build community through fun, short-form videos featuring challenges, student projects, or even teacher participation in trends.
Reddit, while less visually driven, can be a platform to engage in discussions relevant to education or to share content, answer questions, or respond to concerns in local or topic-specific subreddits.
Social Media as Customer Service
Social media also often serves as an unofficial customer service tool for schools, providing a platform for parents, students, and community members to ask questions, share concerns, or provide feedback.
For example, a parent might comment on a Facebook post to ask about enrollment deadlines, or a student might message your school’s Instagram account for information about an upcoming event. Schools can use these interactions as opportunities to build trust by responding quickly and helpfully.
At the same time, social media can become a place where complaints are publicly–and not so nicely–aired. Negative comments or posts, whether about policies, events, or individual experiences, need to be addressed carefully to maintain your school’s reputation.
Responding promptly, acknowledging concerns, and offering solutions or a path to resolution can turn a potentially damaging situation into a chance to demonstrate your school’s commitment to your community.
Social Media Policies and Strategies
Schools should develop a clear strategy for handling these interactions, including guidelines on tone, escalation processes, and when to move the conversation to a private channel.
When developing a social media policy, schools should consider a range of factors to ensure that your online presence aligns with your values and effectively serves your community. Here are key areas to address:
- Goals and Purpose: Define what your school hopes to achieve with its social media presence. This might include increasing enrollment, engaging the community, or showcasing student achievements. Clearly articulated goals will guide content creation and interaction strategies.
- Audience Identification: Schools should identify your primary and secondary audiences, such as parents, students, alumni, and prospective families. Understanding these groups will help tailor content and communication styles to meet your expectations and needs.
- Roles and Responsibilities: Assign specific roles for managing social media accounts. This includes deciding who will create and approve content, monitor comments and messages, and respond to inquiries or complaints. It’s also helpful to designate backup personnel to ensure consistency.
- Content Guidelines: Establish rules for what types of content are appropriate to share. This might include highlighting achievements, promoting events, and celebrating diversity, while avoiding political endorsements, sensitive student information, or controversial topics that could cause division.
- Engagement Protocols: Define how to interact with comments, messages, and tags. This should include guidelines for responding to positive feedback, addressing complaints, and handling inappropriate or abusive interactions. A protocol for when and how to delete comments (if necessary) is also essential.
- Privacy and Security: Schools must prioritize protecting student and staff privacy. Policies should address consent for sharing images or personal information, especially for minors, and outline measures to secure account access to prevent hacking or misuse.
- Crisis Management: Develop a plan for handling crises or negative publicity on social media. This should include identifying the decision-makers, preparing draft responses for common issues, and deciding when to escalate a matter to legal or administrative staff.
- Compliance with Laws: Ensure the policy complies with relevant laws, such as FERPA (Family Educational Rights and Privacy Act), COPPA (Children’s Online Privacy Protection Act), and local education regulations.
- Training and Awareness: Provide training for staff responsible for social media to ensure they understand the policy and feel confident applying it. Include periodic updates as social media trends and platforms evolve.
- Evaluation and Adaptation: Regularly review the policy to assess its effectiveness and make adjustments as needed. Encourage feedback from staff and the community to refine the approach.
Local SEO
Having a strong local SEO strategy helps schools connect with families in their surrounding communities who are actively searching for schools for their children. When families search for terms like “schools near me,” “best high schools in [city],” or “private elementary schools in [zip code],” strong local SEO ensures that your school’s website appears prominently in search results.
This visibility is crucial for increasing inquiries and enrollments, particularly for private schools, charter schools, or specialty programs who may be competing for students.
Optimizing for local SEO involves several key strategies. First, schools should claim and regularly update their Google Business Profile, ensuring details like your school’s address, contact information, and hours of operation are accurate. Adding photos of the campus and responding to reviews can further enhance your school’s online presence and build credibility.
Schools should also focus on local keywords in their website content and blog posts, emphasizing connections to the community.
Beyond search engines, local SEO benefits schools by improving visibility on maps and driving directions, making it easier for prospective families to find the campus. It also ensures that your school appears in local directories and education-related platforms, further increasing its reach.
Local directory distribution services like Yext can be a powerful tool for schools to manage their online presence. Yext centralizes control of key information about your school, such as its name, address, phone number, website, description, features, keywords, and operating hours, across multiple online directories, search engines, and social media platforms. This ensures consistency and accuracy, which are critical factors for local SEO and building trust with prospective families.
For schools, using Yext can streamline the process of updating information. For example, if your school’s hours change during summer or the contact number for admissions is updated, Yext allows these changes to be applied across platforms like Google, Yelp, Bing, and more, all from one dashboard. This prevents confusion and ensures that families always have access to the correct information.
When considering tools like Yext, schools often weigh the cost against their needs and budget. While Yext provides a robust suite of features to streamline local SEO and manage online presence, it can be a significant investment, especially for smaller schools or those with limited resources. For schools that are interested in premium access to Yext but are hesitant about the price, New Why provides discounted access to Yext in our local SEO packages, making it more accessible for schools.
Google Ads for Schools
Google Ads can help schools enhance visibility, drive inquiries, and boost enrollment. By leveraging Google’s extensive reach and precise targeting capabilities, schools can connect with families actively searching for educational opportunities online.
Google Ads are particularly effective for schools because they allow for precise audience targeting based on location, demographics, interests, and search behavior. Additionally, detailed analytics provide insights into what’s working, enabling schools to optimize campaigns for better performance. By combining various ad types, schools can create a comprehensive strategy that reaches families at every stage of their decision-making journey, from initial awareness to final enrollment.
Here’s how different types of Google Ads can be effective for schools:
Search Ads
Search ads are text-based ads that appear at the top of Google search results when users look for terms like “private schools near me” or “top high schools in [city].” These ads ensure that the school’s website is among the first results parents see, increasing the likelihood of clicks and inquiries. Schools can target specific keywords to reach families searching for programs that align with your offerings, such as STEM-focused curricula or arts programs.
Display Ads
Display ads use visual elements like images or banners and are shown on websites within Google’s Display Network. These ads are excellent for building awareness among families who may not yet be actively searching for a school but are researching education-related topics. For example, a school could use display ads to promote open houses or highlight unique programs like bilingual education or robotics clubs.
Video Ads
Video ads on YouTube and other Google properties provide a dynamic way to showcase the school’s environment, culture, and community. A short video featuring student testimonials, a virtual campus tour, or clips from events like plays or sports matches can create an emotional connection with prospective families. Video ads can also be highly targeted to reach parents based on their interests, location, or online behavior.
Local Service Ads (Preschools Only)
Local Service Ads (LSAs) appear at the very top of search results and are specifically designed for local businesses. For preschools, LSAs can highlight their proximity to searchers, making it easier for local families to discover their options. These ads often include trust-building features like Google-verified badges and direct contact buttons, encouraging families to take immediate action.
Remarketing Ads
Remarketing ads target users who have already visited your school’s website or interacted with their content. These ads keep the school top-of-mind for families who may still be considering their options. For instance, a remarketing ad could feature a reminder to schedule a tour or apply before a deadline, reinforcing the school’s presence during the decision-making process.
Email Marketing to Prospective Families
While you’ll want to have your email strategy locked in for currently enrolled families, having a solid email marketing plan can be a cost-effective and personalized way for schools to connect with prospective families, nurture their interest, and guide them toward enrollment.
With the ability to deliver tailored content directly to a parent’s inbox, email campaigns allow schools to maintain consistent communication and build relationships over time. By leveraging email marketing strategically, schools can not only increase inquiries but also guide prospective families through the enrollment process in a way that feels personalized and supportive. Over time, this approach helps establish trust and strengthens the school’s reputation within the community.
Here’s how schools can use email marketing effectively:
Segmented Campaigns
Segmenting email lists based on factors like student age, grade level, or specific interests (e.g., arts, athletics, or STEM) allows schools to deliver highly relevant content. For example, families interested in early childhood education can receive information about preschool programs, while high school families can learn about college prep courses and extracurricular opportunities. Segmented emails ensure that recipients feel understood and valued, increasing engagement rates.
Personalized Outreach
Using personalization techniques, such as addressing parents by name or referencing their child’s interests, can make emails more engaging. For instance, an email could say, “Hi Sarah, we noticed you’re interested in our science programs—did you know about our award-winning robotics club?” Personalization helps create a stronger connection between families and the school.
Lead Nurturing Campaigns
Schools can use email sequences to nurture prospective families over time. A typical sequence might start with a welcome email introducing the school, followed by a series of messages that highlight its unique features, share testimonials from current students and parents, and offer invitations to events like open houses or virtual tours. This gradual approach builds trust and keeps the school top-of-mind.
Event Invitations and Follow-Ups
Email is an excellent tool for promoting events that showcase the school’s offerings, such as open houses, student performances, or informational webinars. These emails should include compelling visuals, clear calls to action, and easy ways to RSVP. After the event, follow-up emails can thank attendees, provide additional resources, and encourage them to take the next step, such as scheduling a private tour or submitting an application.
Showcasing Success Stories
Highlighting student achievements, alumni success, and faculty expertise in email campaigns can inspire confidence and pride. For example, an email could feature a graduate who earned a prestigious scholarship or a teacher recognized for innovative classroom methods. These stories illustrate your school’s impact and reinforce its value.
Deadline Reminders
Emails are a perfect medium for reminding families about important deadlines, such as enrollment, application submissions, or scholarship opportunities. Clear, timely reminders help reduce friction in the decision-making process and ensure parents don’t miss critical dates.
New Why Can Help!
At New Why, we get it—running a school is a lot, and marketing might feel like just one more thing on your already overflowing plate (to continue the delicious combo metaphor).
That’s where we come in. From crafting eye-catching Meta and Google Ads to making sure your school shows up in all the right local searches, we’re here to help you connect with the families who need you most. We can turn your social media into a vibrant hub of activity and create email campaigns that actually get read.
Think of us as your trusty trail guide in the wild world of digital marketing—we’ll help you navigate the twists and turns so you can focus on what you do best: educating and inspiring the next generation. Let’s make your school’s story the one everyone wants to hear! Contact us today to set up a time to chat.
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