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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 21 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 comprehensive 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 school-choice, 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 advertising doesn’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 21 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 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 how easily families think of your brand when cued.

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 based on your brand alone. You’ll then be able to set more ambitious goals, such as increasing your applicants and enrollments.

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, enrollments. 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 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 cost-effective 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 thousands of 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.


“When parents use Our Kids, they’ll be able to filter through a lot of variables that will help them get to the school they are looking for. By the time they come to us, they are already a prospective family, because they know what they want, and that our school can meet their needs. We have been with Our Kids since we started our school, and now that we are planning our expansion we feel they are part of our growth as well.”

—Gino Falcitelli, Head of School, La Villa Montessori School

“Without question, the Our Kids website is comprehensive and user-friendly. I see it as a powerful platform and trusted one-stop-shop for families. The collection of videos, online portals, testimonials, comparing schools options, advice guides. etc. make it easy to understand why it remains the most popular online education resource in Canada. Our Kids is really the ultimate platform for parents to research, engage with, and choose private schools. Very impressive and strategic work over 20 years!”

—Chantal Kenny, Education Consultant and former Executive Director of Admissions at Upper Canada College

“The Our Kids team continues to do an amazing job at serving their clients, providing invaluable resources, and continuously evolving to meet the demands of our rapidly changing environment. Their organization is a model for creativity, innovation, and evolution.”

—Michel Lafrance, Headmaster, West Island College

“Many families looking for school choices tell us they use the Our Kids website, attend the school expo, and receive the catalogue in the mail. Our Kids has definitely helped guide prospective families to our website and to registering with us.”

—Kim Abell, Founder, The Dalton School

“Membership with Our Kids is affordable, and the return is exceptional. We dumped our exorbitant Yellow Pages contract when the Our Kids link to our school kept surfacing a page or more earlier than theirs in most searches.”

—Andy Cabral, Principal, Brampton Christian School

View all case studies

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

Where you’re promoted How you’re promoted

The most popular online resource in Canada for school research, used by 220,000 families every month to discover, analyze, compare, and choose schools. The site boasts 2.6 million unique visitors annually. It dominates search engines, ranking #1 to 3 for thousands of school-related keyword searches.

Print school guide

Canada’s largest and most referenced independent school guide. 180,000 copies are distributed through various niche and mass channels. The 196-page guide includes 340 profiles of the leading private schools, and 92 pages of editorial.

School expos

Canada’s largest and best-attended private school expos, which we host in cities across the country. 3,000+ families attend, looking for schools.


Twice-monthly eNewsletter sent to 40,000+ families interested in receiving emails specifically about private schools.

Mobile app (re-launched)

Canada’s most comprehensive school-research app, available for iPhones, iPads, and iPods. Distributed through and iTunes.

Digital magazine

Our print school guide, but in the form of a digital magazine (suitable for tablets, desktops, and mobile phones).

A boarding-centric website visited by 1,600+ families every month.

[For members with boarding or homestay programs]
  • Profile of your school (comprehensive)
  • Mini-profiles across the site
Social media channels

The Our Kids social media channels, which have 14,500+ followers. We’re on Facebook, Twitter, Google+, and Pinterest.

  • We regularly promote members in the form of facebook posts, retweets, and more
Cross promotion (camp)
Print camp guide

Canada’s #1 guide to summer camps. 120,000 copies distributed through various mass and niche channels, reaching the family demographic.

  • Listing of your school in the private school supplement

Gold Member
  • Top position on school lists across
  • Top position on video gallery page
  • Distinguished visually on all school lists across
  • Distinguished visually on advanced school search
  • Includes full Our Kids Marketing Membership
Silver Member
Bronze Member