School Marketing Strategies To Attract and Retain Parents

School Marketing Strategies To Attract and Retain Parents

January 5, 2023 / blog / Comments (0)

As a school administrator, you know that having engaged and involved parents is key to the success of your students and your school as a whole which is where a school marketing strategy will help.


But in today’s busy world, it can be a challenge to attract new parents to your school and keep existing parents engaged. That’s why it’s so important to have a plan in place for attracting and retaining (future and present) parents at your school.


In this article, the School Agency team will share some strategies and tips for doing just that. Whether you’re a new administrator looking to get started, or an experienced pro looking for fresh ideas, you’ll find plenty of useful information here.


Let’s dive in!

School Marketing Strategies for Attracting New Parents

1. Hosting Open Houses and Tours.

Face-to-face contact is key when it comes to attracting new parents to your school. Open houses and tours give potential students and their families the opportunity to see for themselves what the school has to offer.


The School Agency has an in-depth guide on the subject of running effective in-person school events that you can check out if you’re interested. For now, we’ll just give you a few of the highlight:


  1. Offer a range of events to appeal to different target markets.
  2. Make sure your staff is friendly and approachable.
  3. Be prepared to answer questions and provide plenty of information.

2. Use Direct Outreach.

Reaching out to potential students and their families in the community can be a great way to spread awareness of your school. You can use social media, print materials, or even door-to-door campaigns to get the word out about why your school is a great choice.

3. Try Social Media Marketing.

Social media provides an accessible and affordable way to reach a large audience, including potential parents. You should be sure to create content that appeals to the families you’re targeting, as well as use targeted ads if your budget allows.

4. Engage in Effective Web Design and Content.

Your website is often the first impression that potential parents have of your school, so it’s important to make sure it paints a good picture. Investing in quality web design and content can go a long way towards reeling in new students and their families.


As with anything design related, it’s important to work with professionals.  There are plenty of experienced web design and content writing companies out there that can help you create a professional, attractive website.

5.  Reach Out To Local Schools.

You can also reach out to other local schools that regularly feed students into yours, such as daycare centers or elementary schools. These schools can be great sources of referrals for potential parents.


This strategy is especially effective because it’s built on a symbiotic relationship. Your school sees increased parent referrals, and your partners gain the ability to put parents into direct contact with school administrators at a school they’re interested in exploring.

School Marketing Strategies for Retaining Existing Parents

1. Prioritize Regular Communication and Updates.

The key to engaging parents is to make sure they feel included and informed. Keeping them up-to-date on school events, activities, and news through regular emails or newsletters which can help keep them in the loop and give them a sense of ownership with the school.


Parents are naturally concerned with their child’s wellbeing, and children aren’t always as communicative as parents would like. If your school can fill in gaps in communication, it can go a long way towards building trust and loyalty.

2. Encourage Parent Involvement.

Giving parents the opportunity to get involved with their child’s education is a great way to build trust and relationships. Encourage participation in school events, volunteering opportunities, or parent-teacher conferences.

3. Offer Resources and Support for Parents.

Parents want to do what’s best for their children, but sometimes they need a bit of help. Offering resources like free tutoring sessions or seminars on parenting topics can be a great way to show that you’re invested in the success of your students and their families.

4. Create an Online Community.

An online community is a great way to foster communication and collaboration between parents, teachers, and students. Whether it’s through a school-run website or social media page, having an active online space where everyone can connect is a great way to keep existing parents engaged.

5. Address Parent Concerns and Feedback.

No matter how hard you try, there may still be parents who are dissatisfied with some aspects of the school. Addressing their concerns and taking their feedback into account can show that you value their opinion and help to build trust between the school and its families.


By implementing these strategies for attracting and retaining parents, your school can establish itself as a welcoming, supportive, and engaged community. With the right approach, you’ll be well on your way to building strong relationships with families that will last for years to come!

School Marketing Strategies

Level Up Your School’s Marketing Efforts With the School Agency

If you’re looking to take your school’s marketing efforts to the next level, The School Agency is here to help.


We understand how important it is to create a strong relationship with parents and families, so we strive to develop effective marketing strategies that strengthen the connection between schools and their communities.


With our help, you can reach more potential students and families, increase engagement among existing parents and students, and build long-lasting relationships that will pay dividends for years to come.


Contact us today and let’s start creating a marketing plan that helps you exceed your goals.


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