The Essentials of School Admissions Marketing

Find out what essential considerations you should be making as you plan for the coming admissions season this year.

Just over a week ago, primary schools around the UK learned how many parents had been offered places to their school in the coming year.

With the admissions seasons now over, it’s time to analyse what you can do better next year.

You’ve got your marketing budget approved and you’re ready to put your campaign together. But where are you going to get the most value for money. What should you factor in?

In this blog, we list the essential factors to consider before spending on admissions marketing.

Know Your Brand

Before you start telling people to join your school, you should have a good idea of what makes your school a great choice.

If you are confident in the positive aspects of your school, your marketing communications will be more convincing.

We help our clients identify what makes their organisation special. Once this is nailed down, we then make sure that all their branding is consistent across the board.

Consider Social Media Advertising

Advertising on social media is a great way to reach a huge number of prospective parents.

However, without adequate research and knowledge of how to use the tools, it can be easy to waste money on campaigns that aren’t reaching the right people.

We researched the effectiveness of Traditional local media advertising and paid social media advertising and found that you can reach far more parents for less by using paid social media advertising.

If you’d like to know more about how to get started, get in touch.

Build a Positive Relationship with the Press

While it’s very difficult to dramatically change overnight, having a positive relationship with the local press can have a very positive impact come admissions season.

As we’ve written in more detail about here, a well-handled press relationship can be a very useful tool in improving your school’s local reputation.

Don’t Leave it Too Late

In our experience, one of the biggest mistakes schools make is assuming that a large last-minute campaign alone can win over unsure parents.

In reality, the trust and confidence of parents is gained over repeated exposure to positive news about your school.

That’s just one reason why your admissions marketing should be a continuous endeavour, and shouldn’t be left until the month before the deadline.

Find out more about why you shouldn’t be neglecting your schools communications here.

How We Can Help

Our clients benefit from high-quality admissions marketing based around a year-round plan.

If your school has given you a marketing budget, and you’re looking for advice about how to best use it, we’d like to have a chat with you. Get in contact today.

Published by
Adam Barker-Wyatt

Producing content and communications on behalf of schools and multi-academy trusts.

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