The way schools communicate has changed dramatically in the last 10 years. These days, prospective parents and guardians think very carefully about their child’s education and want to be armed with all the knowledge they need to make the right decision. Schools need to have a good marketing plan in place to not only reach families, but also engage with the wider community, staff, governors and donors.

Set clear objectives

The first step in any digital marketing strategy is to think about what you want to achieve. Begin by setting specific goals that are measurable and align with your school’s wider objectives.

Whether you want to improve communication with existing parents, increase admissions or improve your community visibility, any marketing activities should be in line with these goals.

Identify your audience

Any marketing carried out should be aimed at relevant audiences. For schools, this includes prospective families who are looking for information about the school and its academic standards, as well as current parents and carers who want to find relevant information easily. Alumni should also be considered, as well as the local community.

Choose the right channels

Don’t just assume you need to be on all the online channels. If you need expert advice, there are design agencies, such as www.fsedesign.co.uk/websites-for-schools/, that specialise in creating websites for schools.

Many schools use Facebook for marketing and it’s important to embrace social media, as it is the primary way most people communicate.

Good first impression

A school’s website acts as a gateway, so make it accessible, clear and relevant. It also needs to be mobile responsive, as many people will use their smartphones to access it.

Direct communication

Emails continue to work well as they are an effective communication tool. Build email lists for different year groups and keep them mobile friendly and visually appealing to reach the right people effectively.

Engaging content

All your content needs to be engaging. This means showcasing behind-the-scenes glimpses of school life, celebrating successes and providing relevant resources and information about the curriculum.