CCSA 2026 brought together 3,000 charter school leaders—up from 2,300 last year—and the energy in the convention center felt noticeably different. More optimistic. More forward-looking. After a challenging year, California charter leaders showed up ready to tackle what’s next.

We hosted four packed sessions and spent three days at our booth having real conversations about the challenges schools are facing right now. Here’s what we heard.

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The Big Themes: What’s Keeping School Leaders Up at Night

1. Enrollment is as competitive as ever

The conversation has evolved. School leaders aren’t just asking “how do we get more students?”—they’re asking “how do we fill seats and keep students once they’re here?”

In our Homepage Hero workshop, leaders worked on their actual websites in real-time, rewriting headlines and calls-to-action to better connect with families. The energy in Seaside-4 was incredible—laptops open, people collaborating, real work getting done.

Ashley MacQuarrie’s Stop Posting into the Void session struck a nerve. School leaders are creating content, but families aren’t engaging. Parents aren’t enrolling. The 30-minute session packed in practical strategies: which platforms actually matter, how to tell your school’s story authentically, and realistic posting plans that won’t consume your entire week.

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2. Facilities are a strategic asset, not just a building

Our Space to Thrive session with architect Danish Kurani showed how thoughtful facility design directly impacts learning outcomes and enrollment appeal. Schools are thinking bigger—not just about securing a building, but about creating spaces that families love and students can’t wait to explore.

3. The trifecta

Funding. Enrollment. Facilities. School leaders are tired of treating these as separate problems. Our School Success Trifecta workshop drew leaders who are ready to see how these three elements work together to create momentum.

Dr. Vendetta Dozier-Brown from Sacramento Valley Charter School shared her school’s journey, showing what strategic integration actually looks like in practice. The roadmap planning activity at the end had participants mapping out 36-month strategies.

What’s Next

The work doesn’t stop when the conference ends. We’re following up with every school leader we connected with, continuing conversations, and offering support where we can help. Whether that’s a consultation on facility options, guidance on enrollment strategy, or help navigating funding opportunities—we’re here for it.

To the 3,000 charter leaders who showed up in Long Beach: thank you for the conversations, the questions, and the energy you brought. Your commitment to building thriving schools inspires everything we do.

Can’t wait to see what you build next!


Want to continue the conversation? Whether you attended CCSA or not, we’d love to talk about your school’s goals. Schedule a consultation or reach out directly.

Lease obligations typically represent one of the largest line items in school budgets, yet I consistently see school leaders treating lease renewals as annual crises rather than strategic ongoing responsibilities. The schools experiencing the most financial stability and favorable lease terms share one critical characteristic: they start preparing early and approach negotiations strategically.

As schools enter budgeting season, understanding how to prepare for lease obligations, approach landlord conversations effectively, and recognize warning signs of unsustainable costs becomes essential for maintaining financial health while securing the facility terms you need.

Preparation: The Foundation of Successful Lease Management

Understanding Your Complete Obligations

Get a firm grip on every lease term and obligation. Know exactly what you’re responsible for and what the landlord is supposed to handle. This clarity prevents budget surprises and provides leverage during negotiations.

Too many schools overlook pass-through expenses like CAM charges, taxes, and insurance—often the areas where budgets take the biggest hits. Dig into your operating expense history to understand patterns and identify opportunities for negotiation or optimization.

Space Utilization Assessment

Before assuming you need more space or different terms, evaluate whether you’re maximizing your current facility. Multi-purpose rooms, combined uses, and flexible scheduling can stretch your footprint without adding costs.

Track enrollment closely and push harder on marketing if numbers dip. Your space requirements and budget fundamentally depend on enrollment stability.

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Long-Term Maintenance Planning

Major repairs like roof replacements, HVAC systems, or facility painting can wreck budgets when they hit unexpectedly. Figure out whether these are your responsibility or your landlord’s. If they’re yours, start planning years ahead to spread costs and avoid financial shocks.

Critical Date Tracking

Stay on top of notice periods, escalation triggers, CPI adjustments, and renewal deadlines in your lease. Don’t allow these to sneak up on you. Missing critical dates can cost negotiating leverage or force rushed decisions under pressure.

Lease Renewal Considerations

Building Condition Evaluation

If your landlord is asking for higher rates but hasn’t invested in building improvements, that’s an opening to negotiate capital items. Playground upgrades, HVAC assistance, or other facility improvements can offset rate increases while enhancing your educational environment.

Negotiating Your School's Lease Strategic Preparation That Protects Your Budget

Automatic Renewal Clauses

Pay attention to whether your lease automatically renews and what notice periods apply. Be transparent with landlords about your needs and affordability. Clear communication early creates better negotiation foundations than last-minute demands.

Beyond Base Rent

Don’t focus exclusively on rent—it’s only one piece of your total facility cost. Other valuable negotiation levers include:

  1. Term length
  2. Renewal clarity and options
  3. Caps on operating expense increases
  4. Early termination provisions
  5. Rent-free periods

These elements can be just as valuable as reducing base rent, and sometimes landlords have more flexibility on these terms than on headline rental rates.

Moving Forward Proactively

Time Is Your Biggest Asset

Start lease renewal discussions 18-24 months ahead of expiration. This timeline prevents both parties from getting backed into corners where limited options force suboptimal decisions.

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Early conversations allow time to:

  1. Research market rates without scrambling for comparisons
  2. Honestly assess budget position, space needs, and enrollment trends
  3. Explore multiple scenarios and alternatives
  4. Build landlord relationships that facilitate better terms
  5. Identify and address potential issues before they become crises

Successful lease management requires treating facility costs as strategic ongoing responsibilities rather than annual crises. Schools that prepare early, negotiate comprehensively, monitor warning signs, and maintain positive landlord relationships consistently achieve better outcomes than those approaching renewals reactively.

Remember: it’s never too early to start preparing for lease renewals, but it can definitely be too late. Whether your renewal is next month or two years away, start implementing these practices now to protect your budget and secure the facility terms your school needs.

About the Author

Mary Dillon is Associate Director of Real Estate Management at Grow Schools, where she helps schools navigate lease negotiations and facility management to achieve sustainable financial stability.

How far in advance should we start planning our facility project? This question comes up in nearly every conversation I have with school leaders planning renovations, expansions, or new construction. The answer I give often surprises them: ideally, you should have started a year ago.

School construction projects involve more complexity, longer lead times, and more potential delays than most educational leaders anticipate. Understanding realistic timelines and planning accordingly makes the difference between projects that complete on schedule and those that disrupt school operations or miss critical opening deadlines.

Realistic Timeline Expectations by Project Type

The most important factor affecting your construction timeline is project scope. A realistic overall timeline for school projects ranges from one year minimum to three-plus years, but let’s break that down by phase and project type.

Design Phase: 3-12 Months

Design timelines vary dramatically based on project complexity:

  • Small renovations touching minimal rooms: 1-3 months
  • Moderate renovations of full buildings (20,000 sq ft): 8-12 months
  • Large campus projects or new construction: 12-18+ months

The larger and more complex your project, the more time you need for planning and design. This phase includes not just creating drawings, but stakeholder engagement, program development, budget refinement, and multiple design iterations.

Permitting Phase: 1-24+ Months Permitting represents the biggest wild card in construction timelines. I’ve secured permits in as little as one week in jurisdictions with streamlined processes and strong architectural submissions. I’ve also navigated permitting processes that took two years due to environmental reviews and entitlement requirements.

General guidelines:

  • Simple projects in efficient jurisdictions: 1-2 months
  • Standard projects in typical jurisdictions: 2-4 months
  • Complex projects or challenging jurisdictions: 6-12 months
  • Projects requiring environmental review (CEQA in California, ULURP in New York, for example): 12-18+ months

Your architect’s familiarity with local requirements significantly impacts this timeline.

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Construction Phase: 2-36 Months

Actual construction timelines depend on project scope:

  • Small remodels (classrooms, offices): 2-6 months
  • Full floor renovations: 6-12 months
  • Complete school renovations with multiple buildings: 12-36 months
  • New construction: 12-24+ months depending on size

These timelines assume continuous work without major interruptions. Projects requiring phased construction around school operations take significantly longer.

The Common Delays Schools Should Anticipate

While every project is unique, certain delay factors appear consistently across school construction projects. Understanding these allows for more realistic planning and appropriate contingency.

Academic Calendar Constraints Unlike other construction projects that can proceed year-round (depending on geography), school projects often face work windows restricted to summer breaks or winter holidays. This limitation extends timelines significantly.

If your project requires 8 months of construction but you can only work during 3-month summer windows, you’re looking at multiple years of phased work. This constraint alone often adds 6-12 months to project timelines.

Material Lead Times

Long lead times for essential equipment can delay projects even when all other elements are ready. Critical items include:

  • HVAC equipment: 6-8 months (sometimes longer for specialized systems)
  • Electrical switchgear: 8-12 months
  • Windows and curtain wall systems: 4-6 months
  • Specialized laboratory or kitchen equipment: 3-6 months

A two-month renovation project requiring new HVAC equipment with an eight-month lead time creates obvious timeline challenges. Early identification and procurement of long-lead items is critical.

Construction Timelines For School Projects How Far In Advance Should You Start Planning

Permitting Delays and Resubmissions

The permitting process rarely proceeds smoothly on first submission. Plan reviewers identify issues requiring design revisions, code interpretations differ from expectations, and new requirements emerge during review.

I’ve worked on projects requiring six rounds of resubmission before permit approval. Each round adds 2-4 weeks minimum to your timeline. Factors contributing to multiple resubmissions include:

  • Incomplete or unclear drawings
  • Design elements not meeting current code requirements
  • Insufficient structural, mechanical, or electrical detail
  • Missing information required by the jurisdiction

Hidden Conditions in Renovation Projects

Renovation projects involve unknowns you can’t discover until construction begins. Behind walls and under floors lie surprises that can significantly impact timelines:

  • Asbestos or other hazardous materials requiring abatement
  • Outdated or damaged wiring and plumbing
  • Structural issues not visible during initial assessment
  • Water damage or mold
  • Inadequate foundation or structural support

These discoveries require work stoppages, redesign, additional permitting, and specialized remediation—all adding time and cost to projects.

Labor Availability During Peak Seasons

Summer represents peak construction season, creating competition for skilled labor. Schools planning summer-only construction windows face this challenge annually.

Without early contractor engagement and scheduling, you may discover that subcontractors are committed to other projects during your preferred work window. This can delay project start by months or force acceptance of less experienced contractors.

Stakeholder Decision-Making

Slow or changing decisions from school leadership, boards, or other stakeholders consistently delay projects. Design changes late in the process require returning to earlier phases, affecting timelines exponentially.

A classroom layout change during construction doesn’t just affect that classroom—it impacts electrical, HVAC, finishes, furniture procurement, and potentially structural elements. What seems like a small change can add weeks or months to completion.

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Poor Team Coordination

When architects, contractors, consultants, school administrators, and other stakeholders don’t communicate effectively or make decisions promptly, projects stall. Clear decision-making authority, regular communication schedules, and defined approval processes are essential.

When to Engage Professional Teams

The single most important timeline decision is when to bring professional expertise onto your project. My answer is always: as early as possible—the moment your school identifies a facility need.

The Six-Month Engagement Reality

Many school leaders don’t realize that simply finding and engaging your professional team can consume six months. A competitive bid process for architect selection involves:

  • Developing request for proposals (RFP)
  • Advertising and receiving responses
  • Reviewing submissions and checking references
  • Conducting interviews
  • Board approval of selection
  • Contract negotiation and execution

This process protects your interests by ensuring you select qualified professionals, but it takes time. Starting this process when you need construction completed in six months guarantees project failure.

The Value of Early Engagement

Bringing architects and consultants on board early provides multiple benefits:

  • Realistic timeline development based on your specific project
  • Accurate budget estimates that prevent mid-project surprises
  • Early identification of permitting challenges or requirements
  • Time for thorough stakeholder engagement and program development
  • Opportunity for value engineering to optimize budget allocation

Early engagement costs relatively little compared to the expensive problems it prevents.

Planning for Success

The most successful school construction projects share common characteristics:

  • Early professional team engagement
  • Realistic timeline expectations with appropriate contingencies
  • Strong design development before permitting
  • Clear stakeholder decision-making processes
  • Adequate budget for unknown conditions
  • Flexibility to adapt when challenges emerge

The least successful projects typically result from compressed timelines, late team engagement, and optimistic assumptions about how quickly things will proceed.

When school leaders ask “How far in advance should we start planning?” my honest answer remains: ideally, a year ago. But the second-best time to start is today—the moment you identify a facility need.

Construction timelines for school projects are longer and more complex than most educational leaders anticipate. Understanding these realities and planning accordingly protects your school from missed deadlines, budget overruns, and operational disruptions that affect students and staff.

About the Author
Michael Soh

Michael Soh helps schools expand and improve their facilities. Along with a degree from USC in Civil Engineering, Michael has nearly a decade of experience—having managed projects in New York City, Boston, Los Angeles, and San Francisco. He has expertise in mixed-use, multifamily, office, and commercial projects, allowing him to support schools through ground-up construction, building and space improvements, and redevelopment initiatives.

The Timing the Market: What’s in Store for School Facilities in 2026 event brought together real estate experts, construction specialists, and school leaders who shared invaluable insights on navigating today’s complex facility landscape.

Market Conditions and Strategic Timing – Ryan Eldridge

Ryan Eldridge Grow Schools

Ryan Eldridge, Associate VP of New Business at Grow Schools, opened the discussion by painting a realistic picture of today’s facility landscape. Drawing from his 13 years of experience working with charter schools across the country, Ryan identified several critical challenges schools currently face:

Finding affordable, available space remains the biggest hurdle for charter schools. The inventory exists, but navigating permitting, zoning rights, and the ability to use commercial spaces as schools continues to complicate the process. Ryan emphasized that without ownership or long-term lease agreements (20-40 years), schools struggle to maintain control over their futures and justify significant facility investments.

Rising construction costs, driven by post-COVID supply chain issues and current economic policies including tariffs, have compounded these challenges. Combined with market volatility and frequent administrative changes, many schools find themselves in a state of decision paralysis.

Despite these obstacles, Ryan’s message was clear: “It’s always go time.” Schools shouldn’t let market uncertainty prevent them from planning ahead. Renovation projects typically require 12-18 months minimum, while ground-up construction demands at least 2-2.5 years. Starting early and maintaining momentum on facility projects is essential, regardless of market conditions.

When to Buy, Renovate, or Wait – Mary Dillon

Mary Dillon, Associate Director of Real Estate Management, provided a strategic framework for schools wrestling with facility timing decisions. Her nine years of real estate-focused work at Grow Schools has given her deep insight into when schools should act versus when they should exercise patience.

Mary emphasized that facility moves should follow enrollment and financial strength, not lead them. The key indicators of readiness include healthy balance sheets, stable multi-year enrollment (not just one strong year), and debt capacity that won’t crowd out academic investments.

For schools considering ownership, Mary recommended that facility costs remain between 10-20% of annual revenue, with a coverage ratio of at least 1.2 (meaning net income exceeds facility obligations by 20%). She also suggested that revenue should be five to six times higher than rent, bond, or lease costs.

Regarding enrollment, Mary stressed looking beyond total headcount to examine waitlist consistency over multiple years, retention rates of 80-90% across grade transitions, and clear trajectory patterns. She recommended planning around 80% of target average daily attendance to provide a buffer against fluctuation.

For renovation timing, Mary advised that schools should renovate when their location is strong but the space isn’t fully optimized, when enrollment growth is real but not yet large enough to justify ownership, or when targeted improvements are needed rather than full relocation. The smartest renovations solve problems without creating new financial strain.

Importantly, Mary validated waiting as a legitimate strategy when enrollment is declining, leadership is in transition, or financial reporting isn’t yet reliable. She encouraged schools to use waiting periods productively by strengthening financial systems, building enrollment pipelines, and conducting facility audits.

Construction Reality Check – Michael Soh

Michael Soh

Michael Soh, Director of Construction and Development, brought the on-the-ground perspective about what schools should actually expect when executing facility projects in 2026.

Michael outlined various facility improvement categories schools typically encounter: emergency repairs (immediate issues like failing HVAC or roof leaks), routine maintenance (proactive scheduled upkeep), targeted repairs (planned replacements within 3 years), and capital improvements (major long-term strategic projects).

He highlighted several construction market dynamics affecting charter schools in 2026:

Interest Rates and Financing: Borrowing costs remain elevated compared to pre-pandemic norms, affecting project affordability and requiring larger contingencies.

Tariffs and Material Costs: Steel and aluminum prices are increasing due to trade policy and global supply shifts, potentially pushing projects over budget mid-design.

The Data Center Boom: This unexpected factor is significantly impacting charter school projects in markets like Northern Virginia, Texas (Dallas, Austin, Houston), Atlanta, Phoenix, and Chicago. Data centers are pulling skilled labor toward their projects through premium wages, making it harder for schools to secure competitive bids and adequate subcontractors.

Michael recommended starting with 10-20% contingency budgets (higher than historical norms), involving general contractors early in the process, planning for longer procurement and inspection timelines, and considering phased implementation strategies. He also emphasized the importance of choosing the right architect and contractor partners who have strong experience in educational settings and local markets.

Real-World Experience – Rob Shields

Rob Shields

Perhaps the most compelling testimony came from Rob Shields, Interim Co-Director of the School of Arts and Enterprise in California. Rob’s journey from part-time theater teacher to school leader over nine years gave him a unique perspective on facility challenges.

His school faced a perfect storm: post-COVID enrollment decline (dropping from 780 students to 615 in three years), the expiration of one-time funds, and aging “found space” facilities (including a former bank and boat repair facility) that required constant maintenance. With a $14 million operational budget, losing 150 students created an urgent need for financial restructuring.

The School of Arts and Enterprise explored multiple options, including leveraging their owned properties for cash infusion. Traditional banks weren’t willing to work with them in ways that would ensure long-term success. Their partnership with Grow Schools provided both immediate cash flow relief and a long-term facility solution.

Rob’s advice to other school leaders was refreshingly honest: “Transparency is the best possible outcome you could have.” He emphasized that keeping challenges close to the chest turns them into individual problems rather than organizational challenges to be solved. Being open about needs, hopes, fears, and concerns leads to honest solutions and maintains integrity.

The entire transaction—from initial contact over the Christmas holidays to completed facility restructuring—took just one calendar year, demonstrating that the right partnership can move quickly when schools need it most.

Key Takeaways

Several themes emerged consistently throughout the webinar:

Start Planning Early: Whether renovating or building new, projects take longer than expected. The time to start is always now if a facility decision is inevitable in your future.

Follow the Numbers: Facility decisions should be driven by financial strength and enrollment reality, not aspirational hopes. Be brutally honest about your school’s position.

Build the Right Team: Success depends on experienced architects, contractors, and financial partners who understand charter school operations and local markets.

Consider All Options: Ownership isn’t always the answer. Long-term lease arrangements or lease-to-own structures can provide stability without the burden of property debt.

Use Waiting Time Wisely: If now isn’t the right time, strengthen your position by improving financial systems, building enrollment pipelines, and planning thoroughly.

Stay Transparent: Open communication with partners, boards, and advisors leads to better solutions and reduces the isolation school leaders often feel.

The facility decisions charter schools make today will shape their ability to serve students for decades to come. While market conditions in 2026 present genuine challenges, the experts at this webinar made clear that strategic, informed decision-making can help schools navigate uncertainty successfully.

Every January, school leaders face the same challenge: figuring out what their marketing should look like for the year ahead. You don’t need huge budgets or complicated plans to see results. You need clarity on your message, data on what’s working, and focus on the channels that matter most to your families.

As we enter 2026, let’s break down a strategic approach that actually works for schools.

Start with Your Foundation: Lock in Your Messaging

Before you post a single social media update or design a flyer, answer this fundamental question: Why should families choose your school?

If you can’t articulate this clearly in one or two sentences, your marketing team, recruiters, and community partners will struggle to communicate it too. Unclear messaging creates confusion, and confused families don’t enroll.

The Messaging Framework Take time now—early in the year when things are typically a bit calmer—to nail down:

  1. Your key stories that demonstrate your school’s impact
  2. The language that makes your school distinct and memorable
  3. Your school’s voice and how it should sound across all communications
  4. The specific outcomes and experiences that differentiate you from other options

Once this framework is established, everything else flows from it. Your social media content, paid ads, print materials, event messaging, and recruiter talking points all stem from this core messaging foundation.

The Test Ask several people at your school—administrators, teachers, board members, parents—to explain in one sentence why families should choose your school. If you get wildly different answers, your messaging needs work. If everyone says roughly the same thing in their own words, you’ve got alignment.

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Evaluate 2025: Let Data Drive Your 2026 Strategy

The schools that waste the least money on marketing are those that actually track what’s working. Yet many schools plan their marketing based on assumptions, what they think should work, or what they’ve always done, rather than what their data shows is actually bringing families through the door.

The Simplest Data Collection Method

Add one question to your enrollment form or application: “How did you first hear about our school?” Provide multiple choice options:

  1. Personal referral from friend/family
  2. Facebook or social media
  3. Saw your building/signage
  4. Google search
  5. Community event
  6. Local news/media
  7. Other (please specify)

This single question, asked consistently, provides invaluable intelligence about which marketing channels actually drive enrollment.

Survey Current Families

If you don’t have this data from 2025, send a quick survey to families who enrolled this year. Keep it simple—you’ll get better response rates with 3-5 questions than with lengthy surveys.

Track Inquiry Patterns

Even if you’re using a basic spreadsheet rather than a fancy CRM, you should be able to see when families reached out throughout the year. Map these inquiry spikes against your activities:

  1. Did inquiries jump after your fall open house?
  2. Were you running a Facebook campaign when you saw increased interest?
  3. Did a local news feature correlate with more tour requests?

These patterns reveal which activities generate actual interest versus which just feel busy.

Plan for Better Tracking in 2027 Do your future self a favor: implement Google Analytics on your website if you haven’t already, ensure those enrollment form questions are in place, and create simple tracking systems now so you’re not flying blind next year.

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Content Planning: Structure With Flexibility

Schools often ask whether they should plan all content in advance or stay completely flexible. The answer is both—you need structure around key dates while leaving room for timely, authentic content.

Lock in Your Key Dates Start by identifying non-negotiables:

  1. Enrollment deadlines and lottery dates
  2. First day of school
  3. Cornerstone annual events
  4. Application windows opening/closing
  5. Important school milestones

Map to Family Decision Timelines Think about when families research and make decisions in your community:

  1. When do families typically start looking for schools?
  2. When do enrollment decisions happen (early spring, summer, ongoing)?
  3. When might families consider switching schools mid-year?

Build content themes around these decision windows rather than just posting randomly throughout the year.

Leave Room for Authenticity Don’t schedule every single post months in advance. Leave space for:

  1. Student achievements and wins
  2. New staff introductions
  3. Unexpected positive moments
  4. Community events and responses
  5. Timely educational content

Over-scheduling makes your content feel stiff and disconnected from what’s actually happening at your school. Families can tell when posts feel prescribed versus genuine.

Planning For 2026 A Strategic Marketing Approach That Actually Works For Schools

Marketing in 2026-2027 and Beyond

The schools that see the best marketing results in 2026 will be those that start the year with clarity: clear messaging, data-informed strategy, focused channel selection, and commitment to authentic storytelling.

You don’t need huge budgets. You don’t need a large team. You need clarity on what makes your school special, data on where your families come from, and discipline to focus resources on what actually works.

Take a few hours this month to establish that foundation. Your future self—and your enrollment numbers—will thank you.

Marketing your school for enrollment can feel like one more side dish added to an already heaping plate of responsibilities and goals. However, when it comes to creating a strategic marketing approach, it is possible to take a smaller serving and still reach your goal of more students in seats. Here are some tried and true marketing strategies that will attract new families and retain your existing students, along with a few things you can take off your plate.

Show Up Consistently & Authentically

Successful marketing isn’t about chasing viral moments or being on every platform. It’s about showing up consistently on your website and chosen channels with authentic glimpses into life at your school. 

Your goal is to share what makes your school special by posting 2-3 times per week on Instagram and Facebook. Unsure what to post? Start with small moments, interviews, student achievements and highlights from school events. If you are a high school, your students can be some of your best social media ambassadors – try a Tuesday Takeover (with teacher approval, of course) and let students contribute to your content calendar for the year. 

This consistency will build trust with your audience and show prospective families that you’re well-established in your community.

How Enrollment Data Can Inform Facility Decisions 3 Metrics To Track

Align Your Content With the Enrollment Cycle

A little bit of planning can make posting to social media easier and ensure you are prepared for key enrollment events. One of the best ways to do this is to align your school’s enrollment cycle with your content calendar. Here’s what I’ve found to be a typical enrollment cycle and what you should be posting during these critical times: 

October-December: School is in full swing, holidays are busy and families generally aren’t planning for next year yet. This is an ideal time to build brand awareness on social media. Post to your social media channels a couple times a week, sharing what makes your school special and celebrating the everyday moments that define your community.

January-March: Active recruitment season. Your ads are likely running during this time, open enrollment might be launching, or you’re preparing for an enrollment lottery. Your content should serve as a consistent reminder that now is the time to enroll. Make information about how to apply crystal clear and easy to find.

April-June: Applications are still rolling in. Families are realizing the school year is winding down and starting to think seriously about next year. You want to be top of mind as they ask themselves, “Where is my child attending in the fall?”

July-September: This may feel like the time to take a break, but this is actually a crucial time to maintain your presence on social media. Welcome new families, celebrate current students, and share back-to-school excitement. If a family enrolled in February, they have six months before school starts—plenty of time to get excited about their choice. Use this period to keep them engaged, remind them why they chose your school, and help them look forward to the fall.

A Content Strategist's Tips For School Marketing That Works

Turn One Event into Multiple Posts

Your school-wide festivals, student-led conferences and achievement assemblies are a gold mine for social media content. If documenting and sharing feels overwhelming, you can work smarter by repurposing one even into multiple posts across all your channels. 

Let’s say you created a virtual tour video for your website. You can also share a clip as a reel on Instagram, post a still photo and caption on Facebook, and send an email to prospective families sharing the highlights from your video. There’s no need to constantly create brand new content from scratch. Instead, be strategic in how you repurpose it and maximize your effort to prevent burnout.

Understanding Your Enrollment Funnel

If you’ve been around marketing at all, you’ve probably seen an enrollment funnel diagram. At the top is awareness—that’s your social media, paid ads, SEO, and community events. This is where families first learn you exist.

The next stage is engagement. Families are ready to learn more and actively engage with your content. Meet them where they are through tours, open houses, a well-written landing page, and easy website navigation.

Then comes conversion—when families actually enroll. Focus on creating smooth processes and seamless transitions at this stage.

At the bottom is loyalty—what you do every day to keep families engaged and happy so they stay with you and share about your school with others.

Here’s the key insight: look for where families are leaving your funnel. Are they submitting forms but not scheduling tours? That process could use some attention. Coming for tours but not applying? There’s an opportunity to strengthen that experience and address any concerns they might have.

As marketers, we can always generate more leads at the top of the funnel. But if you have gaps in your funnel, more leads won’t solve the underlying issue. It’s about fixing the experience at each stage.

Your Homepage: The Five-Second Test

Everybody who visits your website scans your homepage quickly – that’s why you need to have key information readily available within five seconds.

Do a quick homepage audit:

  1. Can visitors immediately see what grades you serve?
  2. Is your location clear?
  3. Is the “Apply Now” or “Schedule Tour” button easy to spot?
  4. Are there photos showing your school in action that give a feel for your culture?

Families are busy and often researching multiple schools, so clear navigation helps them quickly understand if your school might be a good fit. And don’t forget to check that your website also looks great and is easy to navigate on mobile devices—most families research schools on their phones during lunch breaks, in carpool lines, or in the evening from the couch.

Simplify Your Forms & Don’t Forget to Follow Up

Detailed inquiry forms can create unnecessary friction for busy families who want to connect with you quickly.

Instead, capture only the essentials: name, email, and phone number at minimum. It doesn’t hurt to ask for the grade level(s) they are interested in, but keep everything else streamlined. Remember, the goal of the form is to start a conversation, not to collect every piece of information upfront. 

The first 24 hours after someone fills out a form are critical for building connection and momentum. Set up an automated confirmation via email or text so parents know their inquiry reached you. In that confirmation, share what your school’s enrollment process looks like. It can be as simple as “We’ll follow up with an email or phone call in the next 24 hours.” Clarity and responsiveness will build trust right from the start.

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Free Tools Can Help You Strategize

Google Analytics tells you everything you need to know about what’s happening on your website—and it’s completely free to use.

Look at where your traffic is coming from to discover what’s really working. High organic traffic? You have a strong web presence and SEO. Lower traffic from Facebook ads? You might consider adjusting your ad strategy or spending.

The pages that get the most visits tell you what prospective families are looking for. If your athletics page or STEM page consistently gets high traffic, lean into that in your marketing messaging by highlighting those programs.

Your inquiry form completion rate shows you how easy—or difficult—it is for families to connect with you. If that rate is low, streamlining the form (as I mentioned above) could help.

Also check your bounce rate on key pages like landing pages and enrollment pages. If people are leaving quickly, ask yourself: what can we do to keep people engaged on these pages and make it easy for them to click that “Enroll Now” button?

Success Requires Commitment

Whether you’re working with a marketing partner or building your strategy internally, you’ll need to invest time every week. Laying the groundwork with authentic stories from your students, families, and daily school life will be more effective than chasing viral moments on the latest platform. The marketing strategy and tools amplify what you create, but the heart of it has to come from you and your school community.

The long and short of it? Show up where your families are, tell real stories about what makes your school special, and make every step of the enrollment process as easy and welcoming as possible.

About the Author

Jesse Foss is a Content Strategist on the Enrollment Marketing team at Grow Schools, where she helps charter schools develop and implement effective content strategies that drive enrollment.

Leading a charter school through major transitions—whether facility expansions, enrollment challenges, or budget constraints—requires both courage and clarity. In our recent panel discussion, Navigating Transition: Charter School Leadership in Times of Change, four experienced school leaders shared honest, practical insights about making strategic decisions during uncertain times.

Know When It’s Time to Make a Move

Every school leader faces that pivotal moment when they realize maintaining the status quo is no longer an option. For our panelists, those moments looked very different:

Jonathon Marowelli from Jackson Preparatory and Early College in Michigan noticed a troubling pattern: “We had this slow decline in enrollment. You can blame COVID for a couple years, and then at a certain point, you have to get realistic with yourself and say, what’s going on here?” His solution was a significant investment in marketing, which resulted in 15% enrollment growth.

Dr. Curtis Palmore of United Charter High Schools in New York City faced a different challenge. Post-COVID enrollment dips meant his schools were overstaffed, requiring what he called “rightsizing”—a difficult but necessary reduction in force to ensure long-term sustainability.

For Dr. Tandria Callins of Language and Literacy Academy for Learning in Florida, the catalyst was completely external. After six years of renting and preparing to purchase their building, the previous owners exercised their right of refusal, forcing the school to relocate 330 students and 100 staff members with just months to plan.

Christin Barkas of Kiddinu Academy in San Diego faced the opposite problem: demand exceeding capacity, with over 400 kids on their waitlist and more siblings than could fit into existing classrooms.

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Protect Your Mission Above All Else

When facing difficult financial decisions, every panelist emphasized the same principle: protect your core mission first.

Jonathon put it clearly: “When you’re facing budget constraints, what helped is still having the image of who we are as our grounding. Being a whole school early college dual enrollment was never even an option to not do that. That’s our commitment to our kids.”

Dr. Palmore recommended looking beyond the obvious cuts: “Doing a deep dive into what we call the OTPS or other than personnel spending. We found small pockets of money where we’re just like, we don’t even use this system anymore. Why are we paying for this?”

Dr. Callins faced the painful decision of laying off nine staff members when enrollment dropped due to their campus split. More recently, she converted some salaried positions to hourly and cut administrative positions to weather potential federal funding cuts. But she never compromised on the specialized services that define her school’s mission.

The Power of Community Communication

Keeping stakeholders aligned during transitions requires intentional communication strategies. The panelists shared several approaches:

Board Alignment: Jonathan emphasized the importance of annual board training, especially as membership turns over. Kristen created a facilities committee that met regularly before board meetings, ensuring key members were informed and aligned before major decisions.

Dr. Palmore established working groups that meet before board meetings: “I go into the board meetings with several individuals who already know the ins and outs that can essentially back me up when we’re unpacking the things that we’re doing.”

Parent Engagement: Christin’s strategy of creating a district parent leadership team proved invaluable. “Having that trusted group that have their ear to the community, we were really looking for parents who had a broader impact and a lot of connections” helped her stay ahead of community concerns.

Dr. Callins emphasized transparency and involvement: “In order for anyone to support an organization, they have to know what the mission and vision is. We repeated it—the students know the mission and vision.”

Recruitment Strategies That Actually Work

With enrollment challenges affecting schools nationwide, our panelists shared their most effective recruitment approaches:

The clear winner across all schools? Word-of-mouth referrals. But that doesn’t mean digital marketing isn’t important.

Dr. Callans runs a comprehensive marketing operation including YouTube, Google, and Facebook ads, plus billboard advertisements—resulting in a waitlist of 350 students. She monitors data quarterly, adjusting keywords and targeting based on performance.

Jonathan noted an interesting dynamic: “Very few people say social media. But when we started doing the ad spend on social media, that’s when we started getting more applications. I think it was a combination of the two—’I remember my friend said their kid goes there and they had a great experience, and I saw an advertisement for it that reminded me to look into it.'”

Dr. Palmore added two strategies that delivered strong ROI: canvassing in specific neighborhoods and intentional direct mail with QR codes using a company called Vanguard, which became their third biggest source of return on investment.

Christin emphasized the importance of activating parent advocates, even having parents volunteer to distribute flyers at high-traffic businesses and speak to other families in their home language—Arabic, Chaldean, and Spanish.

Know When to Act (And When to Wait)

Timing major transitions requires balancing urgency with readiness. The panelists offered several indicators:

Kristen’s perspective: “For us, it was the demand—the community demand meant it’s time to make some changes. The other component was just facility availability. In a competitive market, you’ve got to strike while the iron’s hot.”

Dr. Palmore’s warning signal: Projections showing that continuing business as usual would deplete their healthy surplus within six to seven years. That prompted immediate action on recruitment and rightsizing.

Dr. Callins’ reflection: “You’ll know when the timing is right. You may not know it while you’re doing it because sometimes you second guess yourself. But as I reflect, last year when we were split in two campuses was in my mind one of our most challenging years. However, we received our highest improvement rating and our first $400,000 surplus.”

Jonathon added a forward-looking perspective: “When you start to see the momentum of a growing enrollment or a need in the community that’s on the rise or isn’t being filled, when do you want to make changes? You want to make changes three years ago. You want to be ready.”

Final Wisdom for Leaders in Transition

Each panelist offered one piece of advice for school leaders navigating major transitions:

Christin: “Surround yourself with key individuals who you feel you can be transparent with and activate your leadership team—parents, board members, and teacher leaders who have their eyes and ears on what’s happening.”

Jonathon: “Keep coming back to those grounding questions. Have people around you who are on board with the same mission and vision. Things that seem like they’re taking the longest often feel like they were short periods of your life in hindsight.”

Dr. Callins: “Stay true to the mission and vision. Surround yourself with a strong network of supportive people. You’re a leader for a reason. You’ve made it this far—believe in yourself and be confident. A denial is just a delay. Don’t give up.”

Dr. Palmore: “Take care of yourself. Whatever things you do to ensure that you have stability—continue to do that throughout this ordeal. Compartmentalize so you can still keep that vision around the work you have to do every single day. And delegate, delegate, delegate.”

Watch the full recorded live event here.

I work with charter schools every day on growth strategies, and I’ve seen firsthand how challenging the enrollment landscape has become. With over 8,000 charter schools now competing for students—and even states like North Dakota just opening their doors to charter legislation—there’s more noise than ever to cut through.

During our recent workshop on school marketing trends, we asked attendees which platforms they’re using most. The responses flooded in: Facebook, Instagram, website, email. And then someone asked the question I hear constantly: “Should we be on TikTok?”

Here’s my honest answer.

Social Media Doesn’t Drive Qualified Leads (By Itself)

Let me be clear: Facebook, Instagram, TikTok—none of these platforms alone is going to drive qualified enrollment leads. They’re awareness tools, not lead generators.

Your website converts. Your application process converts. Social media helps you get noticed.

I’ve talked to schools who used to get leads via Facebook and wonder why it’s not working anymore. Others ask if Instagram is the answer, or if they should jump on TikTok because everyone’s talking about it.

The truth? If you’re investing heavily in broad platforms where you’re reaching massive audiences that may or may not be interested in your school, that’s probably not the best use of your limited time when you’re looking for qualified enrollment leads.

Social Media For Charter Schools What Actually Drives Enrollment

So Where Should You Actually Focus?

Facebook and Instagram are your foundation. Despite all the buzz about newer platforms, Facebook still has the biggest reach and broadest user base. More importantly—and I can’t stress this enough—it’s where parents are.

Here’s a practical tip: you can cross-post from Facebook to Instagram, giving you two platforms for one effort. Even if you don’t have an Instagram account, you can run Facebook ads that appear on Instagram.

TikTok is worth exploring if you have capacity. It can be great for showing your school’s personality. But—and this is important—don’t let it distract you from marketing fundamentals. Go where your families actually are, not where headlines tell you to be.

The Paid vs. Organic Question

Paid ads help you reach families who don’t know you exist yet. They help with discovery. But most people aren’t going to see a paid ad and immediately enroll their child. That’s just not how families make school decisions.

Think about what happens after someone clicks your ad. If they land on a Facebook page that’s running lots of ads but has no recent posts, what does that look like? An inactive school, maybe one that’s struggling.

But if they click through and see photos from last week’s field trip, an announcement about when enrollment opens, highlights of alumni success, teacher spotlights—that builds credibility. That’s what organic content does.

You really need both. The ratio of paid to organic might depend on your budget and the time of year. During big enrollment pushes ahead of lottery season, you might lean heavier on paid. During quieter times, organic content maintains your presence and keeps building trust.

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What You Post Matters More Than Where You Post It

The most powerful content shows your school in action.

Real content looks like:

  1. Student testimonials, especially video (they don’t need to be polished—authentic is better)
  2. Day-in-the-life content following a teacher or student
  3. Virtual tours shot on your phone walking through your spaces
  4. Current parent voices talking about why they chose your school

During our workshop, we heard from Jonathan Marowelli at Jackson Prep who said something that really stuck with me: “Don’t tell your story. Show it.” His school celebrates student success consistently—student of the month, sports highlights, teacher celebrations, graduate stories. When prospective families start looking, they can see what it’s really like.

My Bottom Line Advice

Show up consistently where your families actually are, tell authentic stories about what makes your school special, and make it easy for interested families to take the next step.

The schools I see with solid enrollment aren’t necessarily the ones with the biggest marketing budgets. They’re the ones who know exactly who they are, own it completely, and tell that story consistently across the channels that actually matter.

About the Author

Ashley Macquarrie

Ashley MacQuarrie is VP of Marketing at Grow Schools, where she leads the enrollment marketing team helping charter schools achieve sustainable growth.

For charter schools, facilities represent a challenge that district schools never face. Unlike traditional public schools that receive buildings as part of their infrastructure, charter schools must locate, secure, and often transform spaces into learning environments—all while managing limited resources and growing student populations.

Having worked with numerous charter schools navigating these challenges, I’ve observed patterns in both struggles and successes. The schools that thrive understand a fundamental truth: enrollment, funding, and facilities don’t exist in isolation. They form an interconnected system where each element depends on and supports the others.

The Virtuous Cycle How Enrollment Funding And Facilities Interconnect

The Unique Facility Challenges Charter Schools Face

The Starting Line Disadvantage

Charter schools begin at a disadvantage simply by not being given facilities. While district schools inherit buildings with all the infrastructure advantages that come with them, charter schools must locate suitable spaces in competitive real estate markets, often competing against commercial tenants who can offer landlords simpler, more profitable arrangements.

This initial challenge sets the tone for ongoing facility struggles that impact every aspect of school operations.

Overcapacity and Unmet Demand

One of the most common scenarios I encounter is schools operating at or beyond capacity with significant waitlists. These schools have proven their educational model and created community demand, yet they’re physically unable to serve additional students.

This situation represents both success and frustration—success in creating a program families want, frustration in being unable to fulfill your mission due to physical constraints. The challenge becomes finding pathways to expand capacity without overextending financial resources or compromising educational quality.

Non-Optimal Learning Spaces

Many charter schools occupy buildings never designed for education. Converted big-box stores, former movie theaters, office buildings, and retail spaces all present unique challenges for creating effective learning environments.

These spaces might lack adequate natural lighting, appropriate acoustics, or efficient layouts for educational programming. Classrooms might be oddly shaped, circulation patterns inefficient, and specialized spaces like science labs or performance areas simply impossible to accommodate without significant investment.

While these spaces can absolutely house successful schools, they require creativity, adaptation, and often compromise on the ideal learning environment you’d create if building from scratch.

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The Maintenance and Upkeep Dilemma

Perhaps the most persistent facility challenge involves ongoing maintenance and improvements. With limited budgets, charter schools constantly balance facility upkeep against educational programming investments.

Should you repair aging HVAC systems or invest in new curriculum materials? Do you address deferred roof maintenance or hire another teacher? These aren’t hypothetical scenarios—they’re real decisions charter school leaders face regularly.

The challenge intensifies because deferred maintenance typically becomes more expensive over time, creating a cycle where small issues become major capital expenditures that could have been prevented with earlier intervention.

The Virtuous Cycle

Understanding the relationship between enrollment, funding, and facilities is crucial for sustainable charter school growth. These three elements create what I call a “virtuous cycle” when properly aligned.

The Chicken and Egg Problem

Which comes first: enrollment, funding, or facility? The answer is all three, simultaneously. Without a facility, you cannot enroll students. Without enrolled students, you don’t generate funding. Without funding, you cannot secure or maintain facilities.

This interdependence means that weakness in any one area compromises the others. Conversely, strength in one area creates opportunities to strengthen the others.

The Positive Feedback Loop

When these elements align strategically, they create positive momentum:

  1. A quality facility attracts families and supports enrollment growth
  2. Strong enrollment generates funding for facility improvements
  3. Better facilities enable program enhancements that attract more families
  4. Increased enrollment provides resources for additional facility investments

This cycle continues, with each improvement enabling the next. The schools experiencing the most sustainable growth have figured out how to keep all three elements moving forward together rather than sacrificing one for another.

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The Importance of Expert Guidance

Navigating this complex relationship often requires outside expertise. Organizations like Grow Schools, state charter associations, or financial advisors can provide the comprehensive perspective needed to align these elements strategically.

These partners help you see the complete landscape rather than focusing myopically on individual problems. They can identify how facility decisions impact enrollment potential, how enrollment patterns should inform facility planning, and how both connect to sustainable funding models.

Just as you’d consult a financial advisor for complex personal finance decisions, charter schools benefit from expertise that considers all interconnected elements of school operations.

Moving Forward Strategically

Sustainable charter school growth requires viewing enrollment, funding, and facilities as interconnected elements of a single system rather than separate challenges to address individually.

The Strategic Approach

  1. Regularly assess all three elements together, not in isolation
  2. Partner with experts who understand how these elements interconnect
  3. Make facility decisions based on enrollment data and financial capacity
  4. Ensure facility investments support rather than strain educational programming
  5. Build flexibility into facility arrangements to accommodate inevitable changes

The schools experiencing the most sustainable growth treat facility decisions as strategic tools that support their educational mission rather than ends in themselves. When enrollment, funding, and facilities align strategically, charter schools create the virtuous cycle that enables long-term success. Each improvement strengthens the others, building momentum that supports sustainable growth while maintaining the educational quality that attracted families in the first place.

The enrollment landscape has fundamentally shifted. With over 8,000 charter schools now operating across the country and even new states like North Dakota opening their doors to charter legislation, competition for students has never been fiercer. Add declining birth rates and families making decisions online before ever picking up the phone, and it’s clear: traditional marketing approaches aren’t cutting it anymore.

The live event,” What’s Trending in School Marketing: Proven Strategies and Enrollment Tactics That Fill Classrooms,” features insights from our enrollment marketing experts and successful school leaders who are seeing real results.

The Truth About Social Media (It Might Surprise You)

Ashley MacQuarrie, VP of Marketing at Grow Schools, opened with what she called a “controversial” truth: no social media platform alone drives qualified leads in 2025.

“Facebook used to be the answer. Instagram was the hot new thing. Everyone’s asking about TikTok,” Ashley explained. “The truth is that those are awareness tools. They’re not lead generators, at least not on their own. Your website converts, your application process converts. Social media can help you get noticed.”

Where Should You Invest?

Facebook and Instagram remain the foundation for school marketing, particularly because that’s where parents—especially moms who are often primary decision-makers—spend their time. Paid advertising on these platforms actually works when used strategically for discovery, while organic content builds the trust and credibility families need before taking the next step.

TikTok is worth exploring if you have capacity, but shouldn’t distract from marketing fundamentals. As Ashley noted: “Go where your families actually are, not where headlines might be telling you you should be.”

Content That Actually Converts

The most powerful content shows your school in action—not stock photos or generic messages. Jesse Foss, Content Strategist on Grow Schools’ Enrollment Marketing team, emphasized that schools should focus on:

  • Student testimonials (especially video): Short, authentic clips of real kids talking about what they love
  • Day-in-the-life content: Follow a teacher or student through their day
  • Virtual tours: Simple phone walk-throughs of your spaces (no drone shots needed)
  • Parent voices: Current parents are your best marketing tool

“The goal isn’t to go viral, but to show up as a consistent, trusted and reliable organization for families,” Jesse explained. “Show, don’t tell.”

The AI Question Everyone’s Asking

Yes, you can use AI to help write social posts, emails, and blog content—but with a critical caveat.

“AI can create noise. It sounds very generic, and your school is not generic,” Ashley warned. “If your content could be about any school, it’s not really doing its job. Use AI to overcome blank page syndrome, then edit it heavily. Add specific examples, real stories. AI is a tool. You’re still the storyteller.”

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Don’t Panic About AI Search

While headlines warn about AI reducing website traffic, Ashley offered reassurance: “You’re a school. Families will still need to call, visit, and apply. They’re not going to enroll their kid based on an AI answer. Your website isn’t going away. SEO fundamentals still really matter.”

Email Automation: The Easy Win

One of the simplest yet highest-impact tactics? Automated inquiry confirmations.

“If someone fills out your inquiry form, do they get an immediate confirmation?” Ashley asked. “Families want to know their inquiry didn’t just disappear into the void. The automated response buys you 24 hours to follow up personally. Low effort, high impact.”

Email continues to have some of the highest ROI of any marketing channel because families are actively opting in to hear from you.

Measuring What Actually Matters

Jesse emphasized moving beyond vanity metrics: “Followers don’t equal enrollments. Likes don’t equal applications. Shares don’t equal inquiries.”

Instead, track:

  • Website visits
  • Form fills
  • Tour sign-ups
  • Where families are dropping off in your enrollment funnel

“If families aren’t converting from inquiry to tour, your follow-up process needs work,” Jesse explained. “If they’re touring but not applying, something in that experience isn’t clicking. Marketing can generate more top-of-funnel activity, but if your funnel leaks, more volume won’t solve it.”

Strategic Content Planning Around Enrollment Cycles

Your content should align with when families are making decisions:

  • October-December: Build awareness, showcase your school
  • January-March: Active recruitment mode—open house promotion, application info, urgency
  • April-June: Application push plus retention focus for current families
  • July-September: Welcome new families, prevent summer attrition

“If a family enrolls in February, they have six months before school starts—a really long time to consider if they made the right choice,” Jesse noted. “Use your social media to keep them warm and remind them all summer long why choosing you was a great decision.”

Real Schools, Real Results

The workshop featured two school leaders putting these strategies into practice:

Mike Taack, Founder and CEO of WYLEES (Western Youth Leadership, Engagement, and Empowerment Middle School) in Las Vegas, faced the challenge every brand-new school does: zero awareness in a crowded, competitive market.

“Las Vegas is full of bright lights and distractions, and it’s easy to get overlooked, especially if you’re doing something as mundane as education,” Mike shared. “I knew that Grow Schools had a really high-quality systematic approach to enrollment marketing, and I knew that we needed that to break through the noise.”

Mike’s advice? Start with budgeting for marketing from day one. He wrote enrollment marketing partnership costs into both his state authorization application and federal CSP grant application because he knew it would be critical.

“The hardest part was the timeline of getting enrollments,” Mike admitted. “There’s a critical phase to build awareness and it takes time. It felt tense. But all that front-end investment in sharing our story really paid dividends because we saw a cumulative snowball effect. The awareness was building and building.”

Jonathan Maraweli, President of Jackson Preparatory & Early College in Michigan, faced a different challenge: misconceptions about what his school actually offered.

“I’ve heard everything from ‘I thought it was only a school for smart kids’ to ‘I thought it was an alternative school,'” Jonathan explained. “It was really about setting a foundation of what we are, who we serve, and doing it so that word-of-mouth can really be that biggest lever.”

Jonathan’s school is ten years old and had been experiencing slow but steady enrollment decline despite strong test scores and parent satisfaction. After partnering with Grow Schools on enrollment marketing, they reversed that trend.

“Experience matters, and that’s what families will cite. But it’s interesting because when you put the marketing with it, then they come,” Jonathan observed. “They might not say it was a Google ad that brought them to our school, but maybe that Google ad was the lever that pushed them in the right direction.”

Both Mike and Jonathan emphasized that working with an enrollment marketing partner is exactly that—a partnership.

“It really is a partnership, and it goes both ways,” Jonathan stressed. “You’re not just handing it off. We are Grow Schools’ best tool where we are at. They can give us the ideas and handle a lot of the digital, but we’re the ones doing it on the ground.”

Mike echoed this: “What was really helpful for us was we had a partner to think through how to optimize our ground game, how to take the things we’re already doing and really make them more high-leverage. It really was like having two or three or four extra staff members who are experts in this type of work.”

The Bottom Line

Effective school marketing in 2025 isn’t about going viral or being on every platform. It’s about consistent, authentic storytelling that shows families what makes your school special—and meeting them where they already are online.

As Ashley summarized: “Your school is not generic. If your content could be about any school, it’s not doing its job.”