5 School Marketing Tips to Increase Enrollment

Boosting enrollment in education today isn’t just about putting up flyers or knocking on doors—it’s about outsmarting the competition, making sure your school doesn’t fade into the background. With parents and students having more options than ever, from traditional public schools to charter schools, private institutions, and even online alternatives, schools need a fresh game plan to stand out.

Gone are the days when canvassing neighborhoods was the go-to move (because let’s face it, half the time you end up talking to someone’s very uninterested cat). If your school’s marketing strategy isn’t living in the digital world, it’s living in the past. In a world full of choices, your school has to speak louder, stand taller, and show up exactly where your ideal students and parents are hanging out.

Let’s dive into some of the current top strategies that will help your school not only attract new students but also retain the ones you have.

Tip Number 1: Embrace The Inbound Methodology

Inbound marketing is still the gold standard, but now it’s all about making the experience feel personal and engaging. This starts with understanding who is a good fit for your school and why. Developing buyer personas for your prospective students and parents allows you to create targeted content that addresses their specific pain points.

By tailoring your website, blog posts, and emails to answer their questions before they even ask, you’re positioning your school as a trusted resource. SEO continues to play a vital role here—optimizing your site for search engines ensures you appear when people are researching the best school options in their area. When they find you, capture their interest with valuable content that encourages them to connect.

Tip Number 2: Identify Which Digital Platforms Will Reach Your Target Audience

It's not just about choosing where to advertise but also how to advertise smartly. Schools should now take a more data-driven approach when selecting social media platforms. Are you targeting high school students or their parents? Understanding which platforms your audience is active on helps you stretch your budget further.

Snapchat, Instagram, and TikTok are great for reaching younger audiences, while Facebook remains strong for parents. Pairing this with targeted ads based on interests, locations, and behaviors increases the chance your ads will convert. Be strategic—choose platforms that allow you to meet your audience where they are.

Tip Number 3: Invest in a Review Marketing Campaign

Increased competition means reviews are more critical than ever. Online reviews can make or break a school’s reputation. Families are more likely to trust peer reviews than advertising, so investing in a strong review marketing campaign is key.

Ask your current students’ families to share their experiences on platforms like GreatSchools, Niche, and even Google Reviews. Make it easy for them by sending automated email requests and responding to reviews to show you care. And don’t shy away from addressing negative feedback—it’s a chance to improve and showcase your commitment to transparency.

Tip Number 4: Use Personalized Video Marketing

Video content is one of the most engaging tools in the marketing world. In 2024, schools should take it a step further by personalizing videos for prospective families. A general video tour of the campus is great, but imagine sending a personalized video message to a prospective family, addressing their child by name, and highlighting programs or activities that match their interests.

This approach can humanize your school and create an emotional connection that standard marketing materials can’t replicate. Personalized video messages or even AI-generated videos that address specific interests can significantly increase engagement.

Tip Number 5: Optimize for Mobile Users

Now-a-days most parents and students are doing their school research on their mobile devices. If your website isn’t mobile-optimized, you’re likely losing out on potential enrollments. Ensure your site loads quickly, forms are easy to fill out, and your content looks great on all screen sizes.

Mobile optimization isn’t just about looking good—it’s about creating a frictionless experience. Make sure all key actions, like filling out inquiry forms or contacting your admissions team, are simple and accessible on mobile. If your school isn’t easy to explore on a phone, you’ll be left behind.

Addressing Attrition and Boosting Persistence

While it’s essential to focus on increasing enrollment, addressing attrition is equally important. Many schools struggle to maintain their student body due to attrition—students leaving before completing their education. This problem can often stem from dissatisfaction, lack of engagement, or external factors like family relocation. By understanding why students leave, schools can implement strategies to boost persistence and reduce attrition rates.

Schools should invest in student support programs, create nurturing environments, and maintain ongoing communication with parents. These efforts can improve persistence, ensuring that students remain enrolled throughout their educational journey.

Combating Declining Enrollment Rates and Increased Competition

In recent years, K-12 institutions have faced declining enrollment rates, driven by factors such as changing demographics, the rise of alternative education options (e.g., charter schools, online programs), and families choosing homeschooling. As a result, schools must differentiate themselves more than ever to stay competitive.

To combat declining enrollment, schools should enhance their visibility and communicate their unique value propositions clearly. Schools must also demonstrate strong academic performance, highlight extracurricular opportunities, and promote a positive community environment. By leveraging digital platforms, schools can target prospective parents with tailored messaging that speaks to their concerns about quality education, convenience, and student well-being.

Each of these enrollment marketing strategies stands strong on its own but works best as part of a cohesive plan.

Why Partnering with a Marketing Agency Elevates Your Enrollment Strategy

Marketing your institution requires more than just understanding digital tactics—it demands insight into the unique challenges of the education sector. That’s why working with a specialized partner can make all the difference. At HIVE Strategy, we work with a wide range of educational institutions allowing us to see what strategies work best across the board. This gives us a unique ability to craft a marketing plan tailored specifically to your institution's needs.

Our team includes marketers who come from education organizations themselves. We understand the nuances of school marketing from the inside out, and we’re always staying ahead of current enrollment trends to ensure our clients remain competitive. Whether it’s navigating declining enrollment rates, addressing attrition, or standing out in a crowded market, we have the expertise to guide your institution to success.