Private School Marketing Campaigns


  • To provide information on the best private school marketing campaigns (Grade K-12), to better understand marketing tactics and messaging strategies that are successful in attracting more students and families to private schools.

Early Findings

Private School Marketing Campaigns

  • Aon Old Farms School is an example of a school using social media to their advantage. The welcome video for their new students engaged more than 62,000 people, was viewed more than 23,000 times and received more than 1,500 comments.
  • St Anne's Belfield School showcases events they are involved in and future opportunities to highlight what is on offer to prospective students.

Best Practice for Social Media Campaigns

  • Visual campaigns make the content more likely to be picked up by social media algorithms, resulting in more of the target audience being reached.
  • Personality is important. Sharing news and accomplishments can increase viewer engagement.
  • Keeping social media accounts active is important. It encourages engagement and identification with the school.
  • The key to creating a successful recruitment marketing plan is identifying goals and subgoals and developing a suitable plan for reaching them.
  • An effective website is fundamental. All information needs to be current and up to date.
  • Websites need to be responsive, especially when inquiries are made.
  • Search engine optimization tools can be deployed to increase traffic. 1,830,000 people worldwide began their search for a school for their children with, "best school in XX."
  • Marketing through social media is one of the most effective strategies. Over 204 million Americans have Facebook accounts.
  • The best marketing strategy for schools is typically a combination of email, mobile, print, events, displays, and direct marketing.
  • Print advertising is often expensive and has limited effect.
  • In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.

Research proposal:

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