At Small Films HQ, we’ve been diving deep into the most effective marketing activities that should be at the heart of your school’s 2025 strategy. Whether you’re a seasoned marketing manager or new to the education sector, this guide offers valuable insights and practical tips to help you craft a winning marketing plan that drives results for your school.
1. Double Down on Local SEO
Local SEO is critical for schools aiming to attract parents within their geographic area. By optimising your online presence, you can ensure your school is easily discoverable by local families. Here’s how:
- Google My Business Optimisation: Claim and verify your Google My Business listing. Ensure your school’s name, address, and phone number (NAP) are consistent across all platforms. Add accurate details, such as business hours, categories, and a compelling description of your school. Plus make sure to include high-quality photography and videography on the page.
- Local Keyword Research: Identify relevant local keywords that parents use when searching for schools in your area, such as “private schools in Berkshire.” Naturally integrate these keywords into your website content, including meta descriptions, headings, and page copy.
- Create Local Content: Develop blog posts, articles, or videos that discuss local education topics, school events, or community involvement. Spotlight local success stories and alumni achievements.
- Encourage Online Reviews: Positive reviews on platforms like Google and Facebook can significantly impact prospective parents’ perceptions. Encourage satisfied parents, students, and alumni to leave reviews, and make sure to respond to all reviews—both positive and negative—in a professional and timely manner.
2. Tell Your School’s Story Through Video
Video marketing is a powerful tool to showcase your school’s unique qualities, from life at a boarding school to department highlights. High-quality videos can be shared across your website, social media, email marketing and other platforms to give prospective families a genuine sense of what your school offers.
Life at Moulsford School – A film by Small Films
Types of School Films to Consider:
- Promotional films
- Head’s welcome
- Student stories
- Aerial campus views
- Department films
- Life at school
- Boarding highlights
- Alumni testimonials
3. Leverage Facebook Video Ads
Facebook video ads offer precise targeting to reach potential students and parents. Use Facebook’s targeting options to tailor your ads by age group, interests, and location. Use engaging visuals and compelling storytelling to capture attention and drive interest in your school.
Dumpton School Social Media Video Ad – Produced by the Small Films team
4. Implement Conversion Rate Optimisation (CRO) on Your Website
Attracting visitors to your school’s website is only half the battle; converting them into enquiries, applications, and enrollments is the ultimate goal. Enhance your website with clear calls to action, streamlined enquiry forms, and persuasive landing pages designed to guide visitors through the decision-making process.
5. Automate Your Email Marketing
Email marketing automation can nurture prospective students and parents throughout their journey with personalised content tailored to their interactions with your school. Build segmented email lists based on criteria such as prospective parents, current parents, and alumni. Regular newsletters, updates, and video content will keep your community informed and engaged.
Key Segmentation Strategies:
- Demographics: Segment by location
- Admissions stage: Tailor content for leads, applicants, and enrolled students.
- Area of interest: Highlight relevant academic programmes or extracurricular activities.
- Engagement level: Adjust email frequency and content for different engagement levels.
- Alumni status: Target current parents and alumni students with specific content.
6. Deliver Compelling Social Media Storytelling
Platforms like Instagram and Facebook are ideal for showcasing your school’s visual appeal. Share eye-catching photos and videos that highlight campus life, student achievements, and events. Encourage user-generated content by inviting students, parents, and alumni to share their experiences using a branded hashtag.
7. Host Engaging Online Webinars
Online webinars offer an interactive way to connect with prospective families. Include live or pre-recorded segments featuring school leaders, students, and parents. Promote these webinars through digital channels to reach a wider audience and provide valuable insights into your school’s offerings.
8. Create Interactive Virtual Tours
Interactive virtual tours allow prospective students and parents to explore your school from anywhere. Incorporate 360-degree videos and interactive elements that give viewers an immersive experience, allowing them to navigate your campus as if they were there in person. This is an excellent marketing activity if you’re targeting international students.
9. Showcase Alumni Success Stories
Alumni success stories are powerful testimonials that build trust and credibility. Create video content featuring alumni who have excelled in their careers, demonstrating the long-term value of your school’s education.
10. Regularly Analyse Your Marketing Data
To ensure your marketing strategy is effective, incorporate robust analytics and data analysis. Regularly review metrics like website traffic, conversion rates, and social media engagement. Use these insights to refine your approach and maximise your marketing budget’s impact.
These strategies provide a solid foundation for a successful school marketing plan in 2025. If you’re looking to take your content to the next level, our team at Small Films is here to help. Contact us at george@smallfilms.com for a chat.
