Month: January 2025

Building enrollment is about building connections. That was the key theme of our recent live event, Events, PR, and Partnerships: Engage Your Community and Boost Your School’s Enrollment. Our panelists shared actionable strategies to help schools create buzz, tell their stories effectively, and form partnerships that drive enrollment growth.

Meet the Panelists
Ashley MacQuarrie Headshot

Ashley MacQuarrie – Sr. Director, Enrollment Marketing, Grow Schools

Ashley serves charter schools as Director of Enrollment Marketing at Grow Schools. Originally from Los Angeles, Ashley attended San Diego State University, studying English, Film & Media. Ashley has years of experience in education and the digital marketing industry, having gained classroom experience before managing content and social media teams, developing websites, and consulting for startups and large brands. Ashley now leads a passionate and dedicated team in the Enrollment Marketing department, where she gets to see how transformative it can be when families choose the school that best meets their child’s needs. Ashley is devoted to helping schools share their stories and meet their goals through effective enrollment marketing.

Tony

Tony Solorzano – Sr. Client Services Representative, Grow Schools

Tony began in the non-profit sector, collaborating to secure funding for STEM education in schools throughout Southern California. His support for educational programs and strong background in business management now informs his work on behalf of charter leaders. Tony is passionate about helping charter schools thrive in their communities and achieve their financial goals.

Jean Fleming Headshot

Jean Shields Fleming – Principal, Fleming Media

Jean Shields Fleming is a global communications consultant – but a teacher at heart. She started her career teaching middle school reading, and went on to lead communications for NWEA and Scholastic. She has worked with a diverse range of large and small organizations including Nike, Estee Lauder, Nikon and the Pan African Sanctuary Alliance. A two-time winner of awards from the Interactive Marketing Association for content and social media programs, she is also founder and editor at Certain Age Magazine. Learn more at WorldChangingCommunications.com. 

Key Takeaways
1. Design and Promote Engaging School Events

Ashley MacQuarrie shared insights on creating school events that attract prospective families and strengthen relationships with current ones. From open houses to community celebrations, she emphasized the importance of making events engaging, accessible, and well-promoted.

2. Craft Compelling Stories and Engage with Local Media

Jean Shields Fleming discussed how schools can improve visibility by working with local media. She highlighted the power of storytelling—showcasing student successes, teacher dedication, and community impact—to capture attention and build a strong reputation.

3. Build Strategic Partnerships for Long-Term Growth

Tony Solorzano explored how schools can identify and collaborate with partners to expand their reach. Whether through local businesses, community organizations, or advocacy groups, partnerships can provide valuable support and amplify enrollment efforts.

Watch the Full Webinar

If you missed the live session, you can watch the full conversation here. Don’t miss these valuable insights that can help take your school’s enrollment strategy to the next level!

A strong school brand goes beyond logos or taglines; it’s about creating a meaningful experience that connects deeply with your community and inspires lasting loyalty.

Let’s start by exploring the core elements of branding and why each is crucial for engaging your current and future families. We’ll cover everything from verbal and visual branding to ways to identify and amplify what makes your school special.

What Makes a Brand?

When we talk about branding, we often think of visual elements like logos or websites. But a brand is much more—it’s the experience people have every time they interact with you. It’s shaped by the values you stand for, the story you tell, and the feeling you leave with your community. All of these elements form a brand ecosystem. For schools, that ecosystem includes verbal components (like mission statements and messaging) and visual components (like colors, logos, and digital presence).

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Core Brand Strategy: Foundations of Identity

Every school has a story, a purpose, and a vision. The first step to strengthening your brand is to clearly define these core elements.

Purpose and Vision

Why does your school exist? What are you striving toward? Your vision should be aspirational—a look at a future that both your team and families are excited to build together. A great vision statement could start with phrases like “We see a world where…” or “We’re committed to a future that…” This sets a foundation that’s both inspiring and motivating.

Mission

How does your school fulfill its purpose daily? Your mission should be concise, ideally one sentence, summarizing what you do and how you do it. A good mission statement is clear, impactful, and to the point.

Differentiators

What makes your school unique? In a crowded space, it’s essential to highlight why families should choose you. Go beyond common phrases like “quality education” and dig into what truly sets your school apart. For example, instead of “innovative learning,” you might say “empowering creative problem-solvers” or “unmatched community engagement.” This helps your brand stand out in an authentic, memorable way.

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Voice, Tone, and Messaging: Telling Your Story with Clarity and Consistency

With your mission, vision, and differentiators in place, the next step is to translate these into an identity that feels natural and engaging.

Voice and Tone

Your school’s voice reflects its personality—how you sound across all communication channels. Consistency is key here, whether you’re speaking to current families, prospective students, or the broader community. Tone, however, is adaptable and should shift based on context. For example, your tone in a celebratory social media post might be more enthusiastic, while a school policy update would sound more formal and reassuring.

Messages

Think about the different audiences you engage with: prospective families, current families, community partners, etc. Tailor your messages based on their needs and expectations. Remember, the best messaging is clear, jargon-free, and connects on a human level. Encourage families to be part of your story—after all, they are what make your school unique.

Visual Branding: Elevate Your Look and Feel

While voice and tone shapes the “what” and “why” of your message, visual branding represents the “how” in a powerful, memorable way.

Logos and Colors

Your logo and color palette are often the first things people notice about your school. They should reflect your core values and resonate with your community. Choose colors that evoke the emotions you want to inspire and a logo that aligns with your school’s mission and vision. Consistency in color and logo usage helps build recognition over time.

Your School's Brand Building A Lasting Impact With Purpose Vision And Design
Typography and Imagery

Don’t underestimate the power of typography. The fonts you choose contribute to your school’s personality and should be consistent across digital and physical materials. When it comes to imagery, show the people who make up your community—students, teachers, families. This builds a connection that feels authentic and human.

Maintain Consistency Across All Channels

One of the greatest challenges in brand building is maintaining a consistent look, feel, and message across every platform and interaction, from your website and social media to printed materials and in-person events. The most successful brands are those that feel cohesive and reliable at every touchpoint.

Here are a few strategies to ensure your brand stays strong and consistent:

Document and Share

Create brand guidelines that outline your visual and verbal brand standards. These could include your logo usage rules, color codes, typography, and a brief on your voice and tone.

Audit Your Presence

Review your school’s website, social media profiles, and other digital channels. Do they look and sound like they belong to the same family? Consider ways to align these, so that each reinforces your identity.

Use Data to Refine

Pay attention to what resonates with your community. Collect feedback from families and monitor engagement on your digital platforms to see what’s working and where you can improve.

Your brand can become a cornerstone of your community—a rallying point that unites families, students, and educators in pursuit of a shared vision.

About the Author
Derek Hollister

Derek Hollister is the Founder and Principal of Boldworld, a design studio focused on creating experiences that move people and shape futures. He’s a seasoned strategy and creative director for clients, partners, and teams – having helped transform brands and customer experiences for over 16 years. He leads with heart, conviction, and a healthy disregard for the impossible. 

Building strong relationships within our communities is essential to the growth and success of our schools. When it comes to marketing, partnerships can make a world of difference.

Let’s dive right into the benefits:

Access to More Families and Community Impact

First and foremost, partnering for enrollment marketing offers you access to a wider audience—more families, a larger reach, and a bigger impact on your community. As school leaders and educators, you likely understand how important it is to grow your school and engage with the right families. Partnering with experts in enrollment marketing opens the door to specialized knowledge and strategies that can elevate your school’s presence and reputation.

Partnering For Enrollment Marketing A Key To Greater Impact And Success

If you’re handling your own social media internally, it may be taking up too much of your staff’s time. By bringing in a marketing partner, your team can focus on education, while experts handle the marketing side. Whether it’s technology partners managing customer relationship management tools, media partners securing local news coverage, or digital marketers driving social media and email campaigns, these partnerships allow you to focus on what matters most—your students.

Leveraging Technology and Media Partners

In today’s world, technology and media partnerships are crucial for successful enrollment marketing. From website management to social media strategy, technology partners can offer tools and insights that allow you to track website traffic and adjust campaigns in real-time. A media partner can also help you reach local audiences through various channels like radio, TV, or digital news outlets.

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Additionally, cultivating relationships with local businesses for co-hosting events—whether it’s an open house, a community celebration, or a fundraising event—can create further opportunities to engage with prospective families and strengthen your school’s ties with the community.

Timing Is Everything

Timing is also a key consideration in enrollment marketing. Whether it’s spring or fall, it’s important to know when to ramp up your efforts. By leveraging technology, you can pinpoint when your website traffic spikes and align your marketing efforts to match those times. This can help you stay top-of-mind when families are making critical decisions.

Performance-Based Models

When considering a partnership, it’s essential to understand the different types of agreements you can enter into. One popular model is the monthly retainer, where a set budget ensures ongoing support each month. Alternatively, you may prefer a performance-based fee, where the marketing efforts are tied to measurable outcomes—such as how many students are enrolled as a result of the marketing campaigns. While performance-based fees are great for justifying the cost, they can be more expensive if the campaigns are highly successful, but remember—if you’re seeing great results, it means the strategy is working!

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What to Look for in a Partner

As you consider marketing partnerships, it’s crucial to choose a partner with experience in the education space. Some organizations may simply want to sell you services without a clear understanding of what you need. Look for a partner with a proven track record, someone who can show results from previous clients. Ask for reports or case studies to evaluate their effectiveness.

When selecting a partner, consider whether you’re looking for a one-time project (like a website redesign) or a long-term collaboration. A long-term partner who understands your school’s mission and goals can offer more personalized strategies and help you stay ahead of trends. Flexibility is also key—your marketing partner should be able to pivot when necessary to adapt to new circumstances or challenges.

Communication and Collaboration Are Key

A successful partnership relies on clear, consistent communication. Regular check-ins and updates will ensure that everyone is aligned and working toward the same goals. Establish a communication framework early on and ensure both parties are committed to it. Consider the tools that work best for you—whether it’s Google Workspace, Microsoft Teams, or another platform.

Measuring Success Together

Lastly, measure your success together. Be upfront about what you hope to achieve and how you will measure the effectiveness of the partnership. Whether it’s enrollment numbers, brand recognition, or community engagement, having clear metrics will ensure you both understand what’s working and where improvements can be made.

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Enrollment marketing is a powerful tool, and it can be highly effective when done in partnership. By collaborating with experts, leveraging technology, and maintaining open communication, you’ll build stronger relationships with your community and attract the right families for your school.

About the Author
tony-solorzano

As Senior Client Services Representative at Grow Schools, Tony Solorzano is passionate about helping charter schools thrive in their communities and helping school leaders achieve their goals. You can learn more about enrollment marketing partnerships with Grow Schools here.