Article Source: https://metricmarketing.ca/perspectives/how-to-market-to-your-current-families/

Want to grow your school? It’s important to start and end with your current families. Keeping these parents – and students – happy and engaged can help reduce attrition and grow positive word of mouth, creating one of your most valuable marketing opportunities.

You’re likely already doing many things right when it comes to connecting with your current families, from sending regular email updates to posting on your social channels (and more!). You can use this list to ensure you’re covering as many angles as possible – and maybe find a new idea to try this school year. 

1. Stay Connected 

Send out regular emails or newsletters that highlight important school updates, what’s been happening around campus, upcoming events, student and faculty achievements, and volunteer or family activity opportunities. The more parents feel connected to the school – and part of the community – the more likely they are to recommend you to others.

Want to learn more about creating effective email newsletters? Check out this blog.

2. Balance Your Social Content

Part of a solid social media strategy includes learning which audiences are present on each social platform you utilize, and targeting a relevant percentage of your content to them. Many of your social channels will need to work for both prospective families and current ones. Make sure that you’re providing plenty of content that will resonate with your current families, and look for opportunities to create conversation and encourage participation. 

Pro Tip: Try a contest tied to your school’s hashtag. Invite families to share photos that show off their favorite aspects of your school, using your hashtag, and feature this content on your social channels (and beyond). Get creative with your prizes – you could offer school merchandise (like water bottles or hoodies), VIP seating at the holiday concert, an opportunity for their child to be Head of School for a Day, or other fun ways to win.

Learn more about creating effective social media strategies for your school:

• Elevate Your School’s Instagram Game with These 8 Simple Tips
• Social Media For Schools: Choosing The Right Mix
• How to Craft Social Media Guidelines for School Marketing Teams

3. Advertise to Current Families

Reserve a portion of your digital ad spend for ads that will be shown to your current families. Create content that will help them feel great about their decision to have their kids at your school and will build pride among this audience. This could include student accomplishments, testimonials, alumni stories, and any other opportunities to highlight your school’s culture and values. Consider running these ads ahead of decision points (like re-registration deadlines).

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