10 Activities to Include in Your 2024 School Marketing Strategy

small films founder, george hughes

19th October 2023

written by George Hughes

Here at the Small Films HQ, we’ve been exploring the top 10 marketing activities that should be integral to your school’s marketing strategy. These activities encompass both digital and traditional methods, encompassing the power of SEO, social media, website optimisation, and engaging video content. Whether you’re a seasoned marketing manager or new to the education sector, this article will equip you with the tools and insights you need to develop a successful marketing plan in 2024 and beyond.

Double down on local SEO

Local SEO is crucial for schools looking to attract parents in their specific geographic area. Here are our favourite local SEO tips that schools can use to target parents effectively:

Optimise your Google My Business page:

  • Claim and verify your school’s Google My Business listing.
  • Ensure your business name, address, and phone number (NAP) are consistent across all platforms.
  • Add accurate business hours, categories, and a detailed description of your school.

Local Keyword Research:

  • Identify relevant local keywords that parents might use when searching for schools in your area. For example, ‘best private schools in Berkshire’
  • Incorporate these keywords naturally into your website content, including meta tags, headings, and page copy.

Banner for marketing an independent school

Create Local Content:

  • Publish blog posts, articles, or videos that discuss local education topics, school events, or community involvement.
  • Highlight local success stories and alumni achievements.

Online Reviews:

  • Encourage satisfied parents, students, and alumni to leave positive reviews on platforms like Google and Facebook.
  • Respond to reviews, both positive and negative, professionally and promptly.

Local Link Building:

  • Build local backlinks by reaching out to local businesses
  • Consider collaborations or sponsorships with local events or charities to earn backlinks and local visibility.

Geotargeted Landing Pages:

  • Create geotargeted landing pages for different areas or neighbourhoods your school serves.
  • Customise content to speak directly to parents in those specific regions.

Tell the story of your school through video

Video marketing continues to dominate the digital landscape, making it a critical component of your school’s marketing strategy. Create engaging video content that showcases your school’s unique attributes, faculty, facilities, and student life. These videos can be shared on your website, social media, and other platforms to give prospective families a real sense of what your school offers.

Life at Moulsford School – A film by Small Films

School Films to Consider

  • Promotional Film
  • Head’s Welcome
  • Student’s Story
  • Facebook Video Ads
  • School from the sky 

Facebook Video Ads

Facebook video ads are a powerful tool to target specific demographics and reach potential students and parents. The platform’s robust targeting options allow you to tailor your ads to specific age groups, interests, and locations. Use compelling videos and eye-catching visuals to promote your school and generate interest.

Dumpton School Social Media Video Ad – Produced by the Small Films team

Implement Conversion Optimisation on your Website

Driving traffic to your school’s website is essential, but the ultimate goal is to convert those visitors into enquiries, applications, and enrollments. Implement conversion optimisation techniques to make your website more user-friendly and persuasive. This can include clear calls to action, easy-to-fill enquiry forms, and engaging landing pages.

Leverage email marketing

Email marketing remains a reliable way to communicate with parents and students. Create an email list and segment it based on different criteria like prospective parents, current parents, and alumni. Send out regular newsletters and updates, including video content, to keep your community informed and engaged.

Key ways to segment your email marketing list


Demographics: Segment based on age, location, and parental status to send relevant content to different groups.

Enrollment Stage: Create segments for leads, applicants, and enrolled students to provide tailored information.

Area of Interest: Segment by academic interests, extracurricular activities, or special programmes to showcase relevant offerings.

Engagement Level: Customise email frequency and content for highly engaged and less engaged recipients.

Alumni Status: Segment based on current parents, alumni parents, and alumni students to provide targeted content.

Share behind the scenes on Instagram/Facebook

Instagram/Facebook are ideal platforms to showcase the visual appeal of your school. Use eye-catching photos and short videos to highlight campus life, events, and achievements. Encourage students, parents, and alumni to share their experiences using a branded hashtag, which can help generate user-generated content.

Deliver Online Webinars

Hosting online webinars or virtual open houses is an effective way to engage with prospective families and showcase your school’s strengths. Feature live or pre-recorded video segments, including interviews with Heads of Departments, students, and parents. These webinars can be promoted through various digital channels to reach a broad audience.

Create Interactive Virtual Tours

Interactive virtual tours are an immersive way to let prospective students explore your campus from the comfort of their homes. Incorporate 360-degree videos, allowing viewers to navigate the campus and facilities as if they were there in person.

Showcase Alumni Success Stories

Create video content featuring alumni who have achieved success in their careers after graduating from your school. These success stories provide powerful social proof and inspire confidence in prospective students and parents.

Regularly analyse your data 

Lastly, ensure that your 2024 school marketing strategy includes a robust analytics and data analysis component. Regularly assess the performance of your marketing efforts, and track website traffic, conversion rates, and social media engagement. Use the insights gained to refine your strategy over time and maximise your marketing budget’s effectiveness.

The above tips are just a snapshot of what a successful school marketing strategy should look like. If you’d like to speak with our team on how you can crush your 2024 marketing, then just drop us a line at george@smallfilms.com