Key advice for independent school marketing success. (Part 1)
When it comes to marketing and getting students, it's harder for independent schools than for state schools. They don't have the same advantages as state schools, like automatic admissions based on where you live. Also, other private schools in the area often give them more competition. So, in order to stand out and get the best students, it's important for independent schools to have a well-thought-out marketing plan.
Getting to know your audience
The first step in making a strategy is figuring out who you want to reach. Are you looking for students in a certain area or of a certain type (gifted and talented, athletes, etc.)? If you know who you want to reach, you can make sure that your marketing efforts and messages are going to the right people. Some tools you can use to help identify your audience include:
Google Analytics: A free tool that schools can use to keep track of how many people visit their website and find out more about them. Schools can get a better idea of who their target audience is by looking at things like demographics, location, and interests.
Social media analytics: Many social media sites, like Facebook and Twitter, have built-in analytics tools that let schools see who is interacting with their content. By looking at this information, schools can find out about their followers' ages, genders, and interests.
Surveys and polls: Google Forms and SurveyMonkey are two tools that schools can use to make surveys and polls that they can give to their audience. This can be a great way to get feedback and find out what students and parents want from a school.
Customer relationship management (CRM) software: Schools can use CRM software to keep track of their interactions with potential students and their families. This can help schools figure out what their audience wants and needs, so they can market themselves in the right way.
A key part of a school's marketing strategy is figuring out who your target audience is. This helps you focus your marketing efforts and messages on the right people. By knowing who your target audience is, you can make marketing materials and campaigns that are more relevant and appealing to them. This can help your marketing work better and make it more likely that you'll get the best students.
Getting to know your USPs
What's different about your school from others in the area? Your USP could be anything from a unique curriculum to a state-of-the-art building. If you know your USP, you'll be able to explain to potential students and their families why your school is a good choice. Independent schools need a strong USP because it helps them stand out in a crowded and competitive market for education.
Schools can stand out in many ways, but the most important thing is to figure out what makes your school special and valuable to potential students and their families. Some unique selling points for independent schools could be:
A different way of teaching or learning
Facilities and tools that are up-to-date
A diverse group of students or a focus on the world
Strong programmes outside of the classroom, like sports or the arts
A promise to be socially or environmentally responsible
The last USP is very important, and it's something we talk to clients a lot about. Sustainability and social responsibility are becoming more important to many consumers, like parents of school-aged children. In fact, research has shown that people are more likely to support businesses and groups that put these issues first.
For example, a survey by Nielson found that 66% of global consumers are willing to pay more for products and services from companies that are committed to making a positive social and environmental impact. In a similar way, a study by Cone Communications found that 87% of consumers said they would buy a product because a company supported an issue they cared about.
In the education market, parents may be especially interested in schools that put an emphasis on being environmentally friendly and being good citizens. People may think that a school's core values show what its overall philosophy and approach to education are. Parents may also want their kids to learn about sustainability and social responsibility at a young age.
Independent schools can appeal to these values by emphasising their commitment to sustainability and social responsibility. This could help them get more interested and involved students and parents. It's important to remember that in order for schools to effectively teach these values, they should really care about sustainability and social responsibility, not just say they do.
That's just one example, but schools can stand out from other schools in the area and get the best students by figuring out and promoting their USP. It's important to remember that a USP should be something that makes your school stand out, not just a benefit that all schools offer (e.g. "small class sizes" or "experienced teachers").
Creating a strong presence online
Independent schools need to have a strong online presence because so many people look for schools online. This means having a professional website with clear information about the school, its programmes and facilities, and how to apply. To reach potential students, it's also important to be active on social media and to use online marketing tools like Google Ads and Facebook Ads.
Optimize for search engines: Optimizing your school's website for search engines like Google is one way to improve its organic online presence. This means using relevant keywords in the content and meta tags of your website, as well as making sure your site is easy to use on mobile devices and loads quickly. By making your website easier for search engines to find, you can make it show up higher in search results and get more potential students and their families to visit your site.
Use social media platforms well: Independent schools in the UK can use social media to reach out to potential students and their families in a powerful way. Ofcom did a survey and found that 78% of adults in the UK use social media. Facebook and Instagram are two of the most popular sites. It's important to be active on many different platforms and to share interesting and engaging content regularly. Schools can also use paid social media advertising to reach specific groups of people. This is the most cost-effective way to get more inquiries about enrollment and to spread the word about the school in general.
Use email marketing: Email marketing is a good way for schools to stay in touch with potential students and their families and to promote events, programmes, and other important information. The Direct Marketing Association says that for every £1 spent on email marketing, an average return of £38 is made. To be effective, it's important to divide your email list into different groups and send different messages to each one.
Use video marketing: Video is a great way to market your school because it lets you show it off in a more dynamic and interesting way. A Wyzowl study found that 76% of people in the UK have been persuaded to buy something after watching a branded video. Schools can show potential students and their families what it's like to go to the school through videos on their website, social media, and email marketing campaigns.
We didn’t want to overload you with information so we’ve broken this Blog Post into 2 parts! Stay tuned for part 2 where we’ll talk more about traditional marketing methods, engaging the local community and fostering a sense of community within your school!
