Article Source: https://metricmarketing.ca/perspectives/how-to-effectively-market-your-schools-community/

If you’re like most schools we talk to, your community is your heartbeat. It’s also one of the main reasons families might choose your school over any other — or why they walk away. If you can effectively convey what makes your community special, and create  sense of belonging and support, your school is more likely to stand out in the hearts and minds of right-fit families.

In our NAIS study last year, we heard from schools across North America about what they see as their differentiators. In this report, 93% of elementary schools, 88% of elementary-secondary schools, and 80% of secondary schools reported culture as their standout qualities.

When your competitors are talking about their community as a competitive advantage how do you effectively showcase yours as a strength? Here are some ways you can highlight what makes your community warm and welcoming.

Use Storytelling

Research shows that telling a story is 22 times more likely to connect with your audience than facts and figures. Use this to your advantage by regularly sharing stories on social media that highlight the special atmosphere of your school community. Whether you have a buddy program, active parent involvement or regular community events, these are the things that make your school come to life.

Dig deep into what really makes your community stand out. If you’re not sure, ask your current families through a survey. Then, once you’ve really nailed down your defining features, highlight and celebrate them in your marketing to engage your audience and build a strong, relatable image of your school.

Learn more about how to effectively use surveys here.

Tip: Show, don’t just tell. Let your community shine through photos and videos that feature your culture in action. Try creating a ‘day in the life of a student’ series or capture your next community event and get quotes from the people who attend. People’s authentic experiences will always speak louder than a headline telling people you have a strong community. 

Make a Lasting First Impression

It’s one thing to talk about your school’s community, it’s another for people to feel it. Whether it’s an open house or a tour, design the event to include interactions with teachers, students and parents who can speak authentically about their experience with prospective families. You may also want to get creative about other ways you can introduce families to your school, like virtual tours or live Q&A sessions for parents who can’t make it to your Open House. 

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