If you have big goals in 2025 to boost the number of admissions your school receives, you’ll need a multifaceted marketing approach that assesses where improvements can be made, and trials out new activities. In this guide from the Small Films team, we look at the actionable marketing activities that can help increase admissions in your school .
1. Optimise Your School’s Website for Conversions
Your school’s website will likely always be prospective students’ first point of contact. It needs to be more than just informative to maximise enquiries—it should be a conversion engine. Here’s how:
- User-Friendly Design: Ensure your website is easy to navigate with a clean, intuitive layout. Prospective parents should be able to find essential information—such as admission details, school curriculum, and contact information—within a few clicks.
- Clear Call-to-Actions (CTAs): Strategically place CTAs like “Download a Prospectus” “Book a Virtual Tour,” or “Contact Us” on relevant pages. These should stand out visually and guide visitors toward taking action. Consider where the user is in their journey when they land on the page, and therefore the appropriate CTA. For instance, someone who is ready to download a prospectus, may not be ready to attend an Open Day yet.
- Mobile Optimisation: With the majority of users accessing websites via mobile devices, your website must be fully responsive. A seamless mobile experience will prevent potential enquiries from slipping through the cracks.
- Landing Pages for Specific Campaigns: If you’re running Ads, then create dedicated landing pages for different marketing campaigns, such as open days, scholarships, or special programmes. These pages should be tailored to the campaign’s target audience, with content and CTAs that resonate with their specific interests.
For a full list of everything you should be including on your school website, then make sure to read our article ‘A School Website Checklist – 40+ Page Ideas to Include’.
2. Leverage Social Media to Build Awareness and Drive Engagement
Social media is a powerful tool for reaching a wider audience and engaging with prospective families on a personal level. To maximise admissions, you need to go beyond basic posts and create a strategic social media plan.
- Platform-Specific Strategies: Tailor your content for each platform. For instance, Instagram is perfect for visual storytelling and highlighting student life, while LinkedIn can be used to share professional achievements, alumni success stories, and partnership news.
- Interactive Content: Use polls, Q&A sessions, and live videos to engage with your audience in real time. For example, you could host a live Q&A with the admissions team to answer prospective parents’ questions directly.
- Targeted Ads: Use Facebook and Instagram’s advanced targeting options to run ads aimed at families within specific demographics and locations. Highlight unique aspects of your school that set it apart from the competition, such as specialised programmes or state-of-the-art facilities.
- Content Calendar: Plan a content calendar that aligns with the school year, focusing on key enrollment periods. Consistent posting and strategic timing can significantly increase your reach and engagement, ultimately driving more enquiries.
Read our article on ‘25 Video Content Ideas for a School’s Social Media’.
Watch the promotional film we created for Shiplake College
3. Enhance Your Email Marketing Campaigns
Email remains one of the most effective marketing channels when done correctly. It allows you to communicate directly with prospective parents, nurture leads, and guide them through the decision-making process.
- Segment Your Email List: Divide your email list into segments based on where recipients are in the enrollment journey—new enquiries, tour attendees, applicants, etc. Tailor your messaging to address the specific needs and concerns of each group.
- Personalised Content: Personalisation goes beyond using the recipient’s name. Customise emails based on their interaction with your school—if a parent attended an open day, send a follow-up email with additional resources or invite them to another event.
- Automated Drip Campaigns: Set up automated email sequences that nurture leads over time. For instance, after someone downloads your school’s prospectus, they could receive a series of emails that include testimonials from current students, details about the curriculum, and invitations for a tour.
- Compelling Subject Lines: With inboxes being crowded, your subject lines need to grab attention. Use action-oriented language and highlight the value the recipient will get from opening the email, such as “Discover the Top 5 Reasons Families Choose [Your School].“
For more ideas, read our article on ‘8 Email Marketing Tips for Schools’
4. Host Engaging Virtual and In-Person Events
Events are a critical component of your school’s marketing strategy, offering prospective families the opportunity to experience your school’s culture firsthand. Both virtual and in-person events can significantly boost admissions if executed well.
- Virtual Open Days: Virtual open days have become increasingly popular and offer flexibility for families who may not be able to attend in person. Use these events to showcase your school’s facilities, introduce key staff members, and allow for live interaction through Q&A sessions.
- In-Person Tours and Taster Days: Nothing beats experiencing the school environment firsthand. Offer personalised tours or taster days where students can spend a day in the classroom. Follow up with participants afterwards to gather feedback and address any lingering questions.
- Webinars: Host webinars on topics that matter to parents, such as “Preparing Your Child for Secondary School” or “Understanding Our School’s Unique Approach to Learning.” These sessions position your school as a thought leader and provide value to prospective families.
Watch the promotional film we created for Croydon High School
5. Use Data and Analytics to Refine Your Marketing Efforts
Data-driven marketing allows you to make informed decisions and continuously improve your strategies to increase admissions.
- Google Analytics: Regularly review your website’s analytics to understand where your traffic is coming from, which pages are most visited, and where users drop off. This data helps you identify what’s working and what needs improvement.
- CRM Systems: Use a Customer Relationship Management (CRM) system such as HubSpot or MailerLite to track and manage interactions with prospective families. This tool can help you keep track of where each prospect is in the enrollment process, allowing you to personalise follow-up efforts.
- A/B Testing: Experiment with different versions of emails, landing pages, and ads to see which perform best. For example, test different headlines, images, or CTAs to determine which combination drives the most enquiries.
- Monitor Competitors: Keep an eye on what competing schools are doing in their marketing. Use tools like SEMrush or Ahrefs to analyse their SEO strategies and identify keywords or content gaps you can capitalise on.
6. Invest in Search Engine Optimisation (SEO) and Content Marketing
SEO is a long-term strategy that can significantly increase the visibility of your school’s website in search engine results, leading to more organic enquiries.
- Keyword Research: Identify the key terms prospective parents are searching for, such as “best private school in [Your City/County]” or “top private schools for sport.”
- Local SEO: Optimise your website for local search by claiming and updating your Google My Business profile, encouraging reviews, and ensuring your school’s name, address, and phone number (NAP) are consistent across the web.
- Content Creation: Regularly publish high-quality content that addresses the concerns and interests of prospective families. This could include blog posts on educational trends, guides to school admissions, or more information on preparing for boarding school.
- Backlink Strategy: Build a network of backlinks from reputable local organisations, educational blogs, and news outlets. This not only boosts your site’s authority but also drives targeted traffic to your site.
7. Leverage Testimonials and Success Stories
Parents want to feel confident that they are making the right choice for their child’s education. Showcasing the positive experiences of current and former students can be incredibly persuasive.
- Video Testimonials: Create short videos featuring parents, students, and alumni sharing their positive experiences at your school. These videos can be shared on your website, social media channels, and in email campaigns.
- Case Studies: Develop detailed case studies that highlight specific success stories, such as a student who excelled academically after attending your school or a graduate who achieved remarkable success in their career.
- Parent Reviews: Encourage current parents to leave reviews on platforms like Google, Facebook, and niche educational websites. Positive reviews can significantly influence prospective parents during their decision-making process.
8. Collaborate with Local Businesses and Community Organisations
Building partnerships within your community can help increase your school’s visibility and create additional avenues for enquiries.
- Sponsorships: Sponsor local events, sports teams, or community initiatives. This not only raises your school’s profile but also demonstrates your commitment to the community.
- Business Partnerships: Partner with local businesses to offer discounts or special offers to your school’s community. In return, these businesses could feature your school in their marketing materials or allow you to distribute flyers in their establishments.
- Educational Workshops: Offer workshops or seminars in collaboration with local organisations, focusing on topics such as child development, preparing for school, or health and wellness. These events can position your school as a leader in education and child development.
9. Engage Alumni Networks
Your alumni are valuable advocates for your school. Engaging them effectively can lead to increased word-of-mouth referrals and enquiries.
- Alumni Success Stories: Regularly feature alumni who have gone on to achieve success in their careers or communities. These stories can be shared across your marketing channels to showcase the long-term value of your school’s education.
- Alumni Events: Host reunions, networking events, or webinars specifically for alumni. Encourage them to share their positive experiences with others in their networks, potentially generating referrals.
- Alumni Referral Programmes: Implement a referral programme where alumni can refer new students to the school in exchange for recognition or rewards. This can be a powerful way to tap into a network of people who already believe in the value of your school.
10. Evaluate and Adjust Your Marketing Strategy Regularly
Finally, achieving a significant increase in admissions requires ongoing evaluation and refinement of your marketing strategies.
- Monthly Reviews: Schedule monthly reviews of all your marketing activities. Analyse what’s working, what isn’t, and why. Use this data to make informed adjustments to your strategy.
- Stay Updated on Trends: The digital marketing landscape is constantly evolving. Stay informed about the latest trends and tools in school marketing by attending conferences, participating in webinars, and networking with other school marketers.
- Adapt to Feedback: Regularly seek feedback from prospective and current parents about your marketing efforts. Understanding their perspective can provide valuable insights into how to refine your approach.
At Small Films, we’re well-versed in creating content that supports your marketing goals – having worked with many of the leading schools such as Eton College, Crosfields and Croydon High School. If you’d like to chat about how we can support you in increasing admissions in your school with content, then do get in touch with george@smallfilms.com
