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Our Kids The Trusted Source
Parent Tested Parent Approved
Trusted by parents since 1998

Let's chat!

Let's chat!

Engage families
before they choose

Tell your story on Canada’s #1 school-choice platform

Our Kids helps families choose the right school, and helps schools like yours
achieve marketing goals not possible through typical advertising.

Target your
precise market
Engage families
Leverage a powerful
third-party validator

Now 24 years old, Our Kids offers you a uniquely cost-effective platform that captures and engages your entire target market.
You’ll tell your story to thousands of families on the #1 school-choice platform in Canada, through numerous online and print media,
including a highly structured 4,000-word profile on This means more families will consider you, study your info,
and confidently choose your school.

Learn why 350+ schools use Our Kids

Marketing your school—effectively and efficiently—is challenging. Here’s why:

Your market is uniquely narrow:

Only 1% of Canadians send their kids to private school. With traditional advertising,
up to 99% of your dollars are wasted on the wrong audience.

Typical ads aren't very informative:

Most ads are brief interruptions that get ignored. Yet to influence families on an important decision
like choosing a school, you need to engage them—meaningfully.

School marketing requires instilling confidence:

Families need confidence to choose a school—confidence they’re making a good decision.
This can’t be achieved through your own website, traditional marketing initiatives, or mere word-of-mouth.

That’s where we come in.
Our Kids offers schools uniquely efficient
and effective marketing.

The three virtues of the
Our Kids marketing platform

Our Kids provides the most cost-efficient school-marketing platform in Canada.
There are three main reasons for this—the three virtues of Our Kids.


Virtue #1

Our Kids targets families interested in private school

Your market is narrow—roughly only 1% of the population. This means 99% of typical ads don't reach your target audience—families searching for private schools.

We, meanwhile, reach almost 100% of it. Virtually every family that visits actively researches private schools. And, if a family is looking for a private school, they almost certainly use

Download a free city report to find out how many families from your community are actively researching private schools like yours.

Virtue #2

Our Kids targets families when they’re most receptive to your message

Typical ads are generally ineffective. They interrupt viewers, lack context, and are often ignored. We, meanwhile, reach families when they’re maximally receptive to your message—when they’re actively researching private schools.

When families come to Our Kids, they’re eager to hear your story. Since your message is relevant to them, seen as content rather than an ad, and you’re given lots of space to engage them (4,000 words of structured content), your info aids families in the task of choosing a school.

Virtue #3

Our Kids provides you with third-party validation that instills confidence in parents

Choosing a school requires more than paid ads, it requires input from schools, experts, alumni, and parents. We provide all of it.

On Our Kids, families learn about you on Canada’s premier school-choice platform—one trusted by millions for over 23 years. When they see you on Our Kids, it makes them much more comfortable enrolling. Your school will receive a “halo effect” of confidence you can’t get from a paid ad.

In short, Our Kids cuts through the marketing clutter and delivers your story to engaged parents on an authoritative platform. This makes us the most cost-effective way to market your school.


Upper Canada College
engages with families on Our Kids—
why not you?

Why it pays to join Our Kids

As an Our Kids member, your school will receive three major benefits:

Build awareness

Build awareness

We increase awareness of your school and strengthen your brand.

Thousands of families from your market spend time studying school information on Our Kids. This offers you a uniquely efficient way to make more families aware—and more deeply aware—of your school.

Families seeing you on our platform builds your brand equity. Over time, more of them will consider you based on your brand alone. You’ll then be able to set more ambitious goals, such as increasing your applicants and enrolments.

Shape perceptions

Shape perceptions

We shape how families in your market perceive your identity, public image, and brand.

Building awareness is sufficient to market most products and services. But private schools are different: families spend a lot of time and energy studying their options

Your challenge isn’t merely to make families aware of your school, but for them to develop a rich understanding of it. Our Kids gives you the audience, context, and space to tell your school’s full story.

Generate interest

Generate interest

We add qualified families to your sales funnel.

As a school marketer, you want to generate inquiries, and ultimately, enrolments. And Our Kids certainly does that for you.

For example, a family might click directly from to your website, contact you, and then enrol. Or, a family might first learn about you through word-of-mouth, and then research you more in-depth through Our Kids (and other resources), before enrolling.

For a deeper look at our key virtues and values, read Our Kids, Briefly

Guaranteed results

Your performance is measured in concrete metrics, reported to you in real time. We guarantee qualified families will study your detailed school information on a minimum of 800 times, annually. Or you get all your money back.

Book a discovery call
View membership details

Who joins Our Kids

A deeper look into what an Our Kids school is all about

Our Kids is not a luxury purchase. We provide a cost-effective school-marketing platform that captures 100% of your market in a way that’s more targeted, engaging, and influential than any marketing alternative.

Our 350+ member schools represent a broad spectrum of school-types: large, small, expensive, inexpensive, mainstream, alternative, and more.

In fact, you may be surprised to learn that the majority of our schools are small, full, already known in their community, and don’t advertise elsewhere.

All of these schools have a similar aim: to make more efficient use of their marketing resources. They also understand the value of being on Canada’s premier parent-school engagement platform.

350 schools choose Our Kids:

Get data on families in your market

Thousands of families are researching schools on

Families that go online to research schools often end up on Our website dominates search engine results for countless school-related keywords (meaning our site comes up as a top organic search result in Google).

Due to our vast reach, thousands of families are using every month to discover, compare, and choose schools like yours. In fact, Our Kids is now the most influential school-choice platform in your community.

Download a free city report to find out how many families from your community are actively researching private schools like yours.

What schools say

  • La Villa Montessori
    "If there’s a new school starting out, I would say start with Our Kids before you think of any other campaign. In the end, it would be the best thing for your budget because you are investing in something that’s proven and I can say without hesitation that is our best marketing tool."
    — Gino Falcitelli, Head of School, La Villa Montessori [video: 0:45]

  • GlenOak Montessori
    "You have to invest in marketing every single year. You have a whole gamut of options, but if you really want a cost-effective solution, then it’s Our Kids. Hands down."
    — Susan Goode, Principal and Founder, GlenOak Academy [video 1:10]

  • Summit Micro School
    "Our Kids is often ahead of the game. That’s where we’ve seen incredible value with Our Kids. It’s #1 for marketing every year."
    — Amanda Dervaitis, Founder, Summit Micro School [video 1:44]

  • Upper Canada College
    "Our Kids is second to none. There’s no one that does what Our Kids is able to do. There’s no one that reaches families the way Our Kids reaches families. I don’t think there’s anyone that tries to get to know the schools and really tries to profile the schools and provide that information for families in the same way that Our Kids does. As we enter the new reality, I think of the world today, that online piece, that’s how families are going to find out about us. Having a strong presence on the Our Kids website, for me, it’s an absolute no-brainer."
    — David McBride, Vice-Principal of Enrolment Management, Upper Canada College [video 1:53]

  • Ashwood Glen
    "People who go to the Our Kids website are generally serious about looking for private schools, so then we’re getting that market."
    — Marianne Yong-Macdonald, Head of School, Ashwood Glen [video 2:31]

  • Giles School
    "Our Kids really allows our school to be seen in comparison with other schools that are in the area. I think it provides a really solid platform for getting parents to move from [Our Kids] to our website."
    — Barbara Smith, Principal, The Giles School [video 2:43]

  • Meadowridge School
    "Word of mouth is an initiator. Now the other question is what other forms of support that are there….Our Kids is easier than a Google search."
    — Hugh Burke, Headmaster, Meadowridge School [video 3:08]

  • Mulgrave School
    "I have always found that Our Kids’ digital strategy is by far one of the best that we’ve seen. In terms of SEO and ranking in Google."
    — Elizabeth Calderon, Assistant Head of School, Mulgrave School [video 3:27]

  • La Villa Montessori
    "I would say that Our Kids was the main factor in the success of us filling up our classrooms. We built a great school and we knew that we had a great team. But we need those families and those children in the classroom and Our Kids brought them to our doorstep."
    — Gino Falcitelli, Head of School, La Villa Montessori [video 3:41]

Our Kids has been featured in

parent tested parent approved
calgary herald
Huffington Post
The Globe and Mail
National Post

Your Our Kids membership includes

Joining Our Kids means we’ll promote your school across all our school-research platforms: ONLINE, PRINT, SOCIAL, MOBILE
Online Exposure
When families go online to research their school options, they find

  • It’s the most popular resource for school research.
  • 2.7 million unique visitors use it annually to discover, analyze, compare, and choose schools.
  • It dominates search engines, ranking #1–3 for thousands of school-related keyword searches.
Detailed brand profile (full profile) We promote your school through in-depth information, including 2,000-4,000 words of structured content, photos, and videos—all covering your academics, curriculum, leadership, culture, tuition, and more. Sections of your full profile include:
  • Principal’s message
  • Academic details
  • Curriculum insights
  • Extracurriculars
  • Tuition
  • Enrolment tables
  • Admissions
  • Stories and testimonials
  • Newsfeed
and more…
User reviews These in-depth reviews feature alumni, students, and parents discussing 10 aspects of their experience with your school, including academics, extracurriculars, and social fit. They provide families with an objective, inside perspective on a school’s culture, programs, facilities, traditions, administration, and more. Reviews appear on your full profile, on a dedicated review hub, in our comparison tools and tables, and elsewhere.
Capsule reviews These brief reviews provide an objective, thumbnail sketch of your strengths, student population, academic programs, culture, and more. They appear on your full profile, on a dedicated review hub, in our many search tools, on our comparison tables, and elsewhere.
Brand Synopsis (mini-profile) We feature a synopsis of your school’s information within lists of schools featured across—reaching families looking for schools in your markets. The synopsis links to your full school profile.
  • Scores of pages featuring schools in your area and of your type (which rank highly and garner tons of traffic).
  • School research tools like our advanced search and comparison tables
  • Seen each year by an average of 270,000 well-matched families
  • Hundreds of families’ customized school shortlists
Advanced Search Be found where parents search by school types, location, cost, academic programs, and more.
  • School information shown in map and list view
  • Used by 105,000+ families annually
  • Links to your school’s full profile
Browse Schools With our new browse tool, parents can easily find your school and survey your key info, such as grades, cost, and curriculum. They can also link directly to your full profile and website.
Comparison tables We present your school information in comparison tables and charts throughout This enables parents to compare schools (one-to-one and many-to-many) along key dimensions: in-class practices, admissions, financial aid, and more.
Events page Promote an unlimited number of your key events and dates on Your events will appear on:
  • A master events calendar
  • Your full school profile
  • All pages that contain your brand synopsis (pages that, together, generate thousands of impressions each week)
  • Biweekly eNewsletters which link to our online events calendar
  • User accounts of families who shortlist your school
Newsfeed Add unlimited stories about your school to an Our Kids newsfeed. Stories appear to families both in a centralized feed and on your full school profile.
Digital magazine We include a profile of your school in the digital edition of Our Kids: Private School Guide. The profile includes information on your school’s philosophy, academics, enrolment, costs, grades, and more. It also links directly to your website.

Print Exposure
You’ll be profiled in our 23rd annual Private School Guide (a 230+-page magazine): the most referenced private school resource in Canada. Our compelling editorial and hundreds of school profiles outline the best options for parents and help them find the ideal fit for their kids. It's distributed strategically through various niche and mass channels.

Each school profile is laid out in the same way, which allows parents to easily read and compare their options, while still leaving room for schools to differentiate themselves.
Social Media Exposure
We regularly promote members using Facebook posts, tweets, and more. Engage with 14,500+ families through the Our Kids social media community.
Mobile App Exposure
A school profile on Canada’s largest private school locator mobile app:
  • Includes school description, specialty, enrolment, tuition, costs, grades, and more.
  • Lead generator: parents frequently urged to phone or email you, or to visit your website.

Admissions Pathway
Admissions Pathway
Claim a free spot in our 2nd annual Admissions Pathway—a virtual student recruitment drive that allows you to connect and engage with dozens of interested families over Zoom. It's a great way to bolster your recruitment efforts this fall.
User Review Videos
User Review Video
You’ll be showcased in an Insider Perspective Video. In this 20-minute video interview (featured on your school profile), a parent or alum will share their thoughts on your school’s community, culture, and much more.
Private School Supplement
Private School Supplement
You’ll be featured in the private school supplement in our annual Camp and Program Guide.