As a marketing professional in the private education sector, you already know the value of private education – quality, variety of classes, personal attention, spiritual growth – but communicating that value to parents and students isn’t always easy.
We put together these 5 tips to help get your message across in a way that resonates with students and their influencers and will help you drive enrollment.
Know your audience.
Understand the motivators: what’s driving them to consider private education? What questions and concerns do they have? From smaller class sizes and specific curriculum to location or prestige, everyone has a different “why.” Talk to your admissions counselors as well as students and parents (some simple focus groups or short phone interviews are a great approach). You'll gain valuable knowledge and insights that will help you answer the big questions, tailor your messages, and make a meaningful impact on your target audiences – driving them to apply. Consider creating user personas, or characters created from your research that represent your target audience segments, to help guide you when creating content and collateral.
Diversify your marketing efforts.
Today’s students are more digital than ever, but their parents may not be – and even when they are, they’re on different platforms than their kids are. Utilize multiple touchpoints including digital, social, print, and outdoor to ensure maximum exposure. This will help you connect with your audiences where they are, through channels and platforms they use every day.
Create brand standards.
Inconsistency creates confusion and can detract from your school’s overall image and reputation. So, whether you are a one-person band or a team of many, it’s helpful to have a defined set of brand standards and usage guidelines to ensure your communications are consistent, clear, and on brand every time. Invest time in defining your brand standards AND sharing them.
Include testimonials in your marketing efforts.
We live in an age of reviews and ratings, and audiences put more trust in others like them than they do in marketing from an organization or institution. Use that to your advantage: collect positive feedback from current students, parents, alumni, and faculty to use across all of your touchpoints, and include photos whenever possible. Students need to be able to visualize themselves in your environment. These real-life examples provide an inside look and give a student the ability to see themselves attending your school – and being happy there.
Measure your results.
Measuring and analyzing your results can help you understand what tactics are working as well as which approaches need to be revised, or even discarded. Understanding your return on investment will help you direct your marketing efforts toward making a bigger impact and putting more resources toward what works. Define a set of key success metrics for each platform, and evaluate results against them frequently.