What makes school marketing unique?
School marketing is not a superficial add-on to the “real” work for the school. As Michael O’Connor, from Appleby College, said, “it's crucial that marketing strategies align with the overall goals and direction of the school.”
O’Connor compared marketing to MarCom (Marketing and Communications) to emphasize that marketing professionals should be involved in discussions about their school’s overall strategy: “The educational sector often perceives marketing primarily as MarCom and tactical, limited to advertising and social media. However, I think marketing is fundamentally about strategy, about the school's overarching strategy and value propositions. So, the role of marketing professionals should be central to strategic discussions.”
Beyond strategy, school marketing also carries a unique weight compared to other industries. Parents are making a high-stakes, personal, and emotional decision for their children’s future. Teralee Brunn, from Sunnybrook School, captured this well: “School marketing is unique because of the significance of the decision. Parents are choosing you for their children. It’s not just another product. You are offering a home away from home—an extension of their home—for their children.”
The authenticity of school events, such as open houses, also plays a critical role in helping families make informed decisions. Brunn reflected on how schools should avoid turning open houses into performances: “In the past, we found that open houses shouldn’t be treated as a ‘show.’ They don’t really work if they become a show. It's better when an open house offers an authentic representation of what actually happens at the school.” This means ensuring that families can interact with teachers, students, and experience the school as it truly is.
Discussing the unique character of school marketing, Kareem Rahman, from The Clover School, pointed out the temptation for marketing professionals to spread themselves too thin. “I think a lot of marketing professionals feel they need to be everywhere. It’s much better to be skilled at a couple of channels than to spread thinly across every platform, trying every technique and gimmick.” Rahman underscored the importance of focusing on core strengths and, most importantly, on the needs of families rather than on marketing tools for their own sake.
How has school marketing changed (and continues to change)?
With increased accessibility of information, the role of school marketing has undergone significant shifts. Isabel Sankaran-Wee, from Stratford Hall School, highlighted how families now arrive at schools with extensive prior knowledge. “Prospective families now come to us with prior knowledge, and we need to manage that. That means addressing information that is true, and sometimes correcting misconceptions and balancing expectations.”
Teralee Brunn offered a historical perspective, saying how marketing was once driven primarily by word of mouth and in-person visits. “Twenty-five years ago, it was mostly about word of mouth. There were also open houses, but the open houses felt very different back then. We didn’t have the internet, so families who came to an open house were shopping around. That has really changed over time.”
Today, digital platforms play a central role, with many parents conducting extensive research before ever setting foot on campus. “Now families rely on our website, our school report on OurKids.net, and our social media,” Brunn explained. “They do their research and narrow down their choices, so that the open houses are a second or third step, rather than the first step.”
Beyond technology, shifting parental expectations are shaping marketing strategies. Kareem Rahman predicted a growing emphasis on community and transparency: “We’ve already seen a shift to digital media, but if you build the right community, traditional marketing may become less necessary.”
What’s the best way to build (and protect) a brand?
A school’s brand is far more than a logo or a tagline. It represents the school’s identity, values, and lived experiences. Michael O’Connor defined branding as “the essence of the school. It's who we are at our core, reflecting our mission, vision, purpose, and values.”
Consistent branding is essential to maintaining trust and clarity. Rahman echoed this sentiment with a quote attributed to Jeff Bezos: “Your brand is what everyone says about you when you’re not in the room.” For schools, that means ensuring every interaction, from a website visit to a campus tour, reinforces a cohesive and authentic image.
Kim Sillcox, from The Country Day School, highlighted the challenge of maintaining brand consistency across all platforms: “We strive to do the best job possible portraying our brand across all media channels and we want to keep our website, our ‘global storefront,’ as fresh as possible.” She also stressed the importance of community members acting as brand ambassadors: “All of our community members are brand ambassadors, which is why we try to instill a sense of pride in each of them.”
One of the biggest mistakes in branding, according to O’Connor, is trying to appeal to everyone. “A challenge schools face comes from trying to be all things to all people,” he said, explaining that successful branding requires clear, targeted messaging.
Isabel Sankaran-Wee similarly expressed the idea that branding is built through everyday experiences: “Consistency is key in branding. Everything we do, from our student ambassadors leading tours to the messages on our walls, reinforces our brand.”
Looking Ahead
Reflecting on these conversations, it’s clear that school marketing is more than just attracting families. It’s about a deeper strategic alignment and clear, consistent messaging. As schools navigate a changing landscape, staying true to their mission and consistently reinforcing their values will be key. Digital tools will continue to evolve, but the heart of school marketing remains the same: building trust, relationships, great experiences for students, and creating a community where families feel at home.
As we move into another year of learning and adapting, we look forward to more conversations with school professionals and continuing to share insights that help shape the future of education marketing. Thank you for being part of this journey!
