Landscape of Education: Marketing in Schools

The education sector is undergoing considerable transformation, which isn’t a secret. With the advent of new technologies, students can learn more in less time, using fewer resources that were considered impossible.  Now more than ever, schools must employ specific marketing in school strategies to reach parents and potential students.

This piece will discuss the importance of marketing in education and provide helpful tips on marketing your school or educational institution. 

We’ll also explain how schools can measure the effectiveness of their marketing campaigns. So, whether you’re a parent looking for information on your child’s future school or an educator looking to improve your institution’s visibility, read on to know more. 

The Importance of Marketing:

Marketing is a crucial component of any successful school or program. When done well, it can attract new families and students, create excitement about your school or program, and help generate the resources you need to succeed. 

But it’s imperative to remember that marketing is more than just ads and brochures – it’s about building relationships with your community and creating a positive image for your school or program.

Professionals can develop website design, social media campaigns, print, electronic ads, etc. If you search for a marketer, look for someone with at least an MBA General Online Program to help develop a comprehensive strategy.

Advanced degrees equip candidates with the skills and experience necessary to design, strategize and implement research-based marketing schemes for businesses. 

But even if you don’t have the budget for a full-time marketing professional, there are still many things you can do to market your school or program effectively.

Reaching Parents:

There are different ways that schools can reach parents.

Direct Mailing:

Parents are primarily responsible for their children’s education, and they’re always looking for new information to help them make the best decisions for their kids. 

Direct mail is a great way to reach parents because it allows you to send them personalized information about your school or program. You can include an overview of your school, tuition rates, a calendar of events, etc.

Create Website:

In digitalization, schools need to have a website. A website will allow parents to learn more about your school, check the calendar of events, and see what programs you offer. 

Adding a testimonial section on your website is also a great way to show parents that your school is reputable.

Parents can also find helpful information on Great Schools and School Choice websites. These websites allow parents to compare schools in their area and read reviews from other parents.

It’s also essential to ensure that your website is up-to-date and informative. The website should be easy to navigate and include all the necessary information for parents and students alike.

Social Media:

Schools should also be active on social media platforms like Facebook, Twitter, and Instagram. It’s needless to say that these platforms operate as word-of-mouth marketing tools. The more active your school is on social media, the better it will be for building trust and relationships with parents.

One great way to use social media is to share positive news stories about your school. It could include anything from new academic programs to awards that students have won. 

Another great idea is to host online contests or giveaways. It is a great way to engage parents and students.

Your social media account doesn’t have to be formal; you can use fun videos and images to help promote your school. For example, you could post a video of a student giving a school tour or highlights from an important event.

Print and Digital Advertising:

Another way to reach parents is through advertising. Schools can place ads in local newspapers or magazines, TV or radio, or online. 

It can include ads on school websites, social media pages, or education-related websites and blogs. Nowadays, though, schools are turning to digital advertising with the availability of the internet.

Schools can also use print advertising to reach parents. Flyers, posters, and brochures are great ways to get information about your school.

Attract Students:

Students are more interested in what the school offers than ever before. They want to know the school’s culture, what classes are offered, and what clubs and activities are available.

Schools can use social media to attract students. They can post photos and videos of students and staff and news articles about the school. 

Many schools hold open houses where prospective students and their families can come to the school and learn about the programs and services offered. Some schools also provide tours of the campus.

Why is Digital Marketing Taking Over?

Because of easy access to the internet, digital marketing has evolved into a desirable form of advertising. The following are some benefits of employing digital marketing for educational institutions.

  • Low Cost: Digital marketing is much less expensive than traditional marketing methods.
  • High Reach: With digital marketing, schools can reach a large number of potential students and their families quickly and easily.
  • Flexibility: Digital media allows for great flexibility in content distribution, whether it is through different outlets, platforms, or schedules. 
  • Measurable Results: Digital marketing can be tracked and monitored, so schools can measure the success of their campaigns and make necessary adjustments.

Measuring the Effectiveness of Marketing Campaigns:

There are a few different ways to measure the effectiveness of a marketing campaign:

Engagement: This represents the number of people engaging with your material. You may keep track of things like clicks, shares, and comments.

Conversion Rate: This measures how many people are taking action based on your content. For example, if you’re running a campaign to get people to sign up for a school tour, you would measure the number of people who signed up for a tour.

Reach: This measures how many people are seeing your content. You can track things like impressions and reach.

Promote Safety:

Schools are looking for ways to promote safety in a pandemic-stricken world. One of the most critical aspects of marketing is emphasizing how your school takes security seriously. 

It could mean anything from promoting a safe and secure environment to advertising emergency procedures. It is an excellent way to attract parents’ attention and reassure them that their children will be safe while at school.


It’s easy to see why utilizing and implementing comprehensive and well-designed digital marketing techniques is critical for educational organizations to flourish in today’s environment.

Schools have long turned to digital marketing to communicate with their target audiences. In fact, according to eMarketer, spending on digital advertising rose to $11.14 billion by 2021. That’s a lot of money invested towards reaching students and parents.