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As charter school leaders know well, managing your facility—whether you’re on the path to ownership or currently leasing—requires significant planning, collaboration, and foresight. In my work with schools across the country, I’ve seen how understanding your options, budgeting realistically, and negotiating strategically can transform your facility from a simple expense into a powerful investment in your school’s mission.

When Is Your School Ready for Property Ownership?

One of the most common questions I receive from school leaders is how to determine when they’re ready to transition from leasing to purchasing. Ideally, a school looking to purchase should demonstrate strong financial health, including:

  1. Stable or increasing enrollment, preferably with a waitlist
  2. Long-term charter renewal, indicating operational stability
  3. Several years of positive cash flow
  4. Adequate cash reserves for unforeseen expenses or building improvements

These factors signal to potential lenders that your school is a good investment risk. However, if your school doesn’t meet all these criteria, don’t be discouraged. There’s still a path to ownership—it may just look different or affect your timeline.

When Is Your School Ready For Property Ownership (2)
Funding Options Specifically for Charter Schools

Charter schools have access to several specialized funding options that can make facility ownership more accessible:

  1. Facility grants and programs like Charter School Facility Grant Programs that reimburse lease costs for schools serving low-income students (California’s SB 740 is one example)
  2. Federal charter school grant programs for replication or expansion
  3. Charter school bonds, which offer low-cost financing options ideal for larger, more established schools
  4. New Market Tax Credits that can reduce project costs by offering tax credits to investors (especially valuable for improvement or redevelopment projects)
  5. Mission-aligned lenders offering predevelopment, acquisition, and construction loans specifically to schools
  6. Philanthropic impact investors and foundations offering recoverable grants or low-interest loans
  7. Tax-exempt lease-to-purchase financing, which allows charter schools to lease a facility with either an option to buy or a clear path to ownership (this is what Grow Schools offers to charter schools)
Understanding Project Timelines

It’s never too early to start planning for your facility needs. Different acquisition paths have varying timelines:

  1. Purchasing your current facility: 4-6 months (most straightforward)
  2. Locating and purchasing a new site: 12-18 months (depends on market inventory and whether conversion/improvements are needed)
  3. Purchasing land and developing a new facility: 18-24 months (most complex)

Always budget more time than you think you’ll need. Construction timelines frequently slip, and approval processes vary significantly by location.

Regardless of which path you choose, the acquisition process typically includes these key milestones:

  1. Strategic planning and feasibility to assess your facility needs and financing options
  2. Site search and due diligence, including touring properties, submitting offers, and conducting site feasibility studies
  3. Financing and entitlement periods, including financing applications, working with legal and real estate professionals, and navigating conditional use permit processes
  4. Closing and implementation, including finalizing financing, securing permits, and planning for build-out
Approximate timelines for buying your school with and without renovations and improvements.
Balancing Current Needs with Future Growth

Perhaps the most delicate balancing act in facility planning is addressing your immediate space needs while planning for future growth.

Here’s what you’ll want to consider:

  1. Right-size for today while planning for future expansion
  2. Avoid overextending your budget chasing a dream campus
  3. Look for properties that allow for phased growth, such as those with room for modular classrooms or phased construction
  4. Consider excess land that could accommodate future development
  5. Verify zoning and CUP flexibility to ensure the site allows for additional classrooms or facilities without significant reentitlement (which can be costly and time-consuming)
  6. Evaluate shared-use possibilities or temporary structures that can provide interim growth options
  7. Consider subleasing opportunities to supplement income while you grow into your space
  8. Prioritize location and transportation logistics, ensuring good long-term traffic flow and adequate space for drop-off and pickup logistics
When Is Your School Ready For Property Ownership
Moving Forward with Confidence

Every school’s facility journey is unique, with its own challenges and opportunities. Whether you’re considering a move from leasing to ownership or looking to make your current facility work harder for your educational mission, the key is thoughtful planning and strategic timing.

By understanding your financial position, researching your options, giving yourself ample time, and balancing current needs with future vision, you can transform your facility from one of your biggest expenses into one of your most valuable assets—one that actively advances your educational mission and creates opportunities for your students and staff for years to come.

Maddy Marlton
About the Author

Maddy Marlton is the VP of Real Estate Acquisitions at Grow Schools, where she helps schools optimize their facility financing to support long-term growth and sustainability.

The Financial Survival Kit for Schools event brought together industry experts who shared valuable insights on budgeting practices, strategic staffing solutions, and facility financing strategies that support sustainable growth.

Key Speakers and Their Insights

The event featured four distinguished speakers, each bringing specialized expertise to address different aspects of school financial management:

Proven Budgeting Practices – Raj Thakkar

Raj Thakkar, Founder & CEO of Charter School Business Management, outlined 15 proven budgeting and forecasting practices for schools.

His presentation emphasized:

  1. Creating clarity with a vision-driven budget that converts words into numbers
  2. Separating operating budgets from capital budgets to avoid “hidden deficits”
  3. Understanding and maximizing revenue streams
  4. Setting appropriate contingency amounts
  5. Focusing on enrollment and compensation as budget anchors
  6. Using forecasting instead of continuously modifying working budgets
Strategic Staffing Solutions – Beth Jacobs

Beth Jacobs, Co-CEO of vChief, discussed how fractional leadership support can help schools navigate financial challenges while maintaining operational excellence.

She explained:

  1. How fractional executive support offers expertise at a fraction of full-time costs
  2. When schools should consider fractional support (during transitions, peak periods, or for specific projects)
  3. The value fractional leaders bring through their experience with similar challenges

Beth noted that many charter schools are currently facing budget cliffs from ESSER fund expiration, teacher shortages, compliance pressures, and enrollment challenges. Fractional support can help schools maintain momentum while addressing these issues efficiently.

Maximizing Funding Streams – Stanton Jandrell

Stanton Jandrell, CEO of Fraxion, focused on spend management as a critical component of financial health.

His presentation revealed:

  1. Unmanaged spending equals missed savings (potentially 10-20% of operational costs)
  2. The direct link between effective spend management and stable cash flow
  3. Tools for spend control, including procurement automation and budget tracking systems
  4. Additional savings through strategies like punchout catalogs and group purchasing organizations (GPOs)

Jandrell emphasized that implementing strong spend management supports financial transparency, accountability, and sustainable growth, enabling schools to better serve students while building resilience against financial uncertainties.

Facility Refinancing as a Growth Strategy – Maddy Marlton

Maddy Marlton, VP of Real Estate Acquisitions at Grow Schools, explained how strategic facility refinancing can unlock capital for educational investments.

She covered:

  1. Reasons to refinance: reducing interest rates, extending terms, converting short-term debt to long-term fixed-rate solutions
  2. Timing considerations for refinancing, including school financial health and credit market trends
  3. Various facility financing options like tax-exempt bonds, CDFI facility loans, and lease-to-own models
  4. Grant and philanthropic funding sources for facilities, including charter school facility incentive grants

Marlton provided actionable steps for schools to take immediately, including reviewing current working capital positions, updating financial forecasts, and evaluating existing loan terms.

Want to hear more?

You can watch the live event on demand here.

As schools navigate increasingly complex financial landscapes, many leaders are searching for strategies to optimize their resources and create more stability. One powerful opportunity lies in refinancing your school building.

For schools that already own their facilities, strategic refinancing can unlock capital, reduce costs, and fund future growth. Having worked with numerous educational institutions on their facility financing, I’ve seen firsthand how the right refinancing approach can transform a school’s financial outlook and create new opportunities for educational excellence.

When Is the Right Time to Consider Refinancing?

Many school leaders struggle to identify the optimal moment to refinance. Based on my experience, there are three key indicators that suggest it might be time to explore your options:

Refi To Thrive How Strategic Refinancing Can Strengthen Your School's Financial Future

1. Interest Rate Opportunities

If market interest rates have dropped since you secured your initial loan, refinancing could significantly reduce your overall costs. Even a small percentage decrease can translate to substantial savings over the life of your loan.

2. Improved Financial Standing

Has your school strengthened its credit profile since your original financing? Improvements in enrollment stability, operational efficiency, or fundraising success can qualify you for better interest rates or more favorable repayment options.

3. Upcoming Balloon Payments or Cash Flow Concerns

Many schools face looming balloon payments they aren’t positioned to handle, or struggle with debt obligations that create ongoing cash flow challenges. Refinancing can help restructure your debt into more manageable terms, allowing you to better align your financial obligations with your operational reality.

The Financial Benefits of Refinancing

When executed strategically, refinancing can deliver several valuable benefits that directly impact your school’s financial health and growth potential:

Lower Monthly Payments

By securing a lower interest rate, schools can reduce their monthly debt service, freeing up cash for educational programs, new hires, or facility improvements. This increased financial flexibility can be transformative, especially during periods of budgetary constraints.

Extended Loan Terms

Refinancing allows schools to potentially extend their loan repayment period, reducing monthly payments and creating more breathing room in operational budgets. While this may increase total interest paid over time, it can provide crucial short-term relief and stability.

Access to Additional Equity

If your facility has appreciated in value, refinancing can allow you to unlock some of that equity. This capital can fund renovations, new construction, or other facility improvements that enhance your educational environment and potentially increase enrollment appeal.

Preparing for Refinancing Success

When approaching lenders about refinancing options, preparation is key to securing the most favorable terms:

Refi To Thrive How Strategic Refinancing Can Strengthen Your School's Financial Future (2)

Get Your Financial House in Order

Lenders will scrutinize your financial readiness, focusing particularly on debt service coverage ratios and cash flow stability. Before initiating conversations, gather comprehensive documentation including:

  1. Three years of audited financial statements
  2. Current loan agreements
  3. Projected budgets and cash flow statements
  4. Enrollment trend data
  5. Fundraising reports
  6. Strategic plans outlining future growth and sustainability

This documentation helps demonstrate your school’s financial health and long-term viability.

Explore Multiple Options

Don’t limit yourself to a single financing source. Investigate various alternatives including:

  1. Traditional bank loans
  2. Bond financing (if your school qualifies)
  3. Specialized education lenders like Grow Schools

Compare rates, loan terms, and flexibility across these options, keeping your primary objectives in mind—whether that’s reducing annual payments or accessing additional improvement funds.

Consider Professional Guidance

Working with a financial advisor who specializes in educational institutions can provide valuable expertise throughout this process. These professionals understand the unique challenges schools face and can help navigate complex financing decisions.

The Right Partner Makes the Difference

When considering refinancing, choosing the right financial partner is crucial. Look for organizations that understand the unique challenges and opportunities within the education sector. The most valuable partners will offer more than just financing—they’ll provide comprehensive support that respects your school’s mission while enhancing your financial stability.

As we enter budgeting season, now is an excellent time to evaluate your facility financing and consider whether refinancing might create new opportunities for your school. By understanding the indicators, benefits, and preparation needed for successful refinancing, you can make informed decisions that strengthen your school’s financial future and, ultimately, enhance your ability to serve students.

Maddy Marlton
About the Author

Maddy Marlton is the VP of Real Estate Acquisitions at Grow Schools, where she helps schools optimize their facility financing to support long-term growth and sustainability.

As a charter school leader, your software choices aim to positively impact curriculum and instruction. But have you considered how the tools you choose impact your community’s satisfaction, engagement, and ultimately your retention rate?

With the increasing number of digital applications used in K-12 education, many schools are inadvertently creating a fragmented experience that hinders student success and frustrates families so much that it may impact your school’s enrollment.

One Challenge: Multiple Apps Cause Frustration
Retain More Families Why Your School's Tech Stack Matters

Many charter schools use a mix of different learning management systems, grade books, communication tools, and student information systems—sometimes 10 to 15 official apps or more. While each tool may serve a purpose, the sheer number of systems, often adopted organically over time, creates complexity. A new study has found your stakeholders are likely more frustrated with this approach than you may be aware of.

For Parents: Managing multiple logins and interfaces makes it difficult to stay informed about their child’s progress. 42% of parents rated their satisfaction at 5 out of 10 or lower when dealing with multiple educational apps. Parents were the least happy of all user types. When parents feel disconnected, their ability to support their child’s education diminishes. So does their enthusiasm for your school’s brand.

For Students: Switching between platforms creates confusion, missed assignments, and an inconsistent learning experience. Instead of focusing on learning, students spend valuable time navigating different systems, which can negatively impact performance and engagement, according to the study.

For Educators and Administrators: The study found teachers lose hours each week managing multiple platforms, duplicating data entry and troubleshooting tech issues instead of focusing on instruction. Administrators struggle to gain a clear, real-time view of student progress across disconnected systems. This inefficiency leads to lost time, lost learning, and, ultimately, lost trust.

Retain More Families Why Your School's Tech Stack Matters (2)
The Solution: Consolidation for Higher Satisfaction

The key to improving satisfaction and streamlining operations is reducing the number of apps your school relies on. A single, integrated platform offers:

  1. A unified experience for parents with one easy login for grades, assignments, and communication.
  2. A seamless learning environment for students that eliminates confusion and ensures consistency.
  3. Increased efficiency for teachers and administrators, reducing administrative burden and improving data accuracy.

One Way to Streamline Technology

The Edsby platform for K-12 is one example of a comprehensive all-in-one platform designed specifically for K-12 schools. Unlike piecemeal solutions, Edsby combines assessment and reporting, parent engagement, learning management, and analytics into one system, eliminating the need for multiple disconnected apps. Students, teachers, and parents have only one place to go for everything related to teaching and learning.

With systems like Edsby, charter schools can:

  1. Improve parent satisfaction by providing a single, easy-to-use interface for all school interactions
  2. Increase student engagement by ensuring a consistent and organized learning experience
  3. Boost operational efficiency, allowing teachers and administrators to focus on what matters most: student success

The Bottom Line

Your school’s technology should enhance your stakeholders’ experience, not jeopardize it. By consolidating disparate apps into a single platform, you can improve parent and student satisfaction, drive better learning outcomes, and create a more engaged school community. An engaged school community stays a school community.

About the Author
John Myers

John Myers, Cofounder and CEO of Edsby, a K-12 software that does everything. He is passionate about streamlining tech stacks for schools so they can better focus on what they do best—educating students.

This week, we had the privilege of hosting an enlightening conversation with two industry leaders in school design and construction. If you missed our live event Building and Designing Future-Ready Schools, featuring architect Danish Kurani and construction expert Michael Soh, you can read the recap below and now access the full recording on-demand.

Event Highlights

The discussion provided valuable insights for school leaders, administrators, and anyone involved in educational facility planning. Our experts shared practical guidance drawn from their extensive experience in transforming educational spaces across the country.

Michael Soh, Construction & Development Project Manager, began with insights with practical advice on navigating the complex process of school construction. He outlined critical steps for success, from assembling the right team to managing budgets and timelines effectively.

Danish Kurani, a renowned architect and designer, emphasized how thoughtful design choices can create environments that not only facilitate learning but also support student well-being.

Key Takeaways

The event covered three main areas that are essential for anyone considering school facility improvements or new construction:

  1. Critical Steps for Project Success Our experts walked through the entire development process, highlighting decision points, potential pitfalls, and strategies for keeping projects on track. Soh’s framework for team assembly proved particularly valuable, offering a blueprint for bringing together the right mix of expertise.
  2. Designing for Learning and Well-being Kurani shared compelling examples of how intentional design choices can create spaces that foster student engagement, improve safety, and support mental well-being. The discussion explored how schools can be more inclusive, accessible, and reflective of the communities they serve through thoughtful architectural decisions.
  3. Real-World Case Studies Perhaps most illuminating were the detailed case studies of completed school projects. These examples demonstrated the profound impact that community-driven design can have on educational outcomes and school culture.
Watch Now

If you’re considering facility improvements or planning a new school building, this conversation provides essential guidance that could save your institution time, money, and unnecessary challenges.

[Access the Recording Here]

Running a charter school comes with unique challenges: attracting and retaining students, navigating compliance requirements, and ensuring academic excellence. With limited budgets, fluctuating enrollment, and strict funding regulations, hiring additional full-time staff to address capacity restraints can be challenging. 

Hiring a fractional executive — an experienced leader who provides part-time support — can be a cost-effective and flexible solution for charter schools. Fractional executives come without the long-term commitment or hiring expenses of full-time employees. They can provide as few as 20 hours of support per month, and they bring specialized expertise in a wide variety of disciplines. Here are five ways fractional executives can help you maximize your resources, optimize staff time, and drive growth. 

5 Ways Fractional Staffing Can Help Charter Schools Maximize Their Budgets (2)
1. Focus on Your Zone of Genius

As a charter school leader, you build relationships with students and families, foster a strong culture of learning, and develop and retain talented teachers. In our experience working with school leaders, we see that those tasks are typically the aspects of the job that school leaders enjoy the most. We call it their Zone of Genius. 

But running a successful charter school also requires business acumen. Tasks like financial analysis, setting up data management systems, and designing marketing campaigns are crucial to your school’s success, but are often added to the job descriptions of leaders who are already at capacity. 

With fractional staffing, you can bring in an executive who understands both the education and business sides of charter school operations. By delegating specialized tasks to fractional experts, such as long-term financial planning or crafting a marketing strategy to improve enrollment, you and your team can focus on what you do best.

2. Optimize Your Finances

While very few charter schools are big enough to need or afford a full-time chief financial officer, they can often benefit from the support of a seasoned financial leader,  especially when they’re looking to buy their own facility or dealing with funding cuts. A fractional Chief Financial Officer (CFO) can help charter schools improve their financial position by streamlining financial processes and identifying areas where costs can be trimmed and resources more effectively allocated.

For instance, a fractional CFO can lead you through a zero-based budgeting process, ensuring that every expense aligns with your priorities. They can also help you manage cash flow more efficiently, evaluate and restructure debt, or explore paths toward owning instead of leasing your school. In addition, they can audit and improve your financial software systems to get you in a position to start making data-driven financial decisions. Over the course of a three-to-six-month engagement, a fractional CFO can implement changes that can have a lasting positive impact on your budget. 

3. Streamline Your Operations
5 Ways Fractional Staffing Can Help Charter Schools Maximize Their Budgets

Operational efficiency is crucial for charter schools, especially during periods of rapid growth or change. A fractional chief operating officer (COO) can assess your operations and identify areas for improvement, from enrollment processes to data systems. 

If your school faces sudden enrollment increases, perhaps due to nearby school closures, a fractional COO can help you scale smoothly. They can help ensure that you’re prepared to welcome new families while maintaining quality and consistency for existing ones. While your leadership team focuses on cultivating relationships with these new families and ensuring they feel part of the community, the COO can tackle the necessary operational adjustments to accommodate a larger student population.

4. Add Capacity for Strategic Initiatives

Perhaps you have identified a few large, one-time projects that could dramatically improve your funding situation or help you attract and retain the top teaching talent, like buying a new facility, merging with another school, or overhauling your enrollment process. These initiatives often require swift action and a lot of dedicated planning and oversight, which can put a strain on you and your existing full-time staff. However, adding a full-time team member in these situations may not make sense because the kind of support you need right now is likely not what you’ll need in six months or a year from now when the project is complete. 

For example, Prospect Schools hired a fractional chief of staff to evaluate and improve its enrollment process. After implementing a family engagement playbook developed by their CoS,  they increased enrollment by 240 students.

Fractional executives are a perfect fit for one-time projects. You don’t have to create a job description, search for candidates, or complete an extensive onboarding process. A fractional executive will take control of their own onboarding, get up to speed quickly, and see the project through to completion — while also setting up structures that support your school’s long-term success.

5. Bridge the Gap Between Layoffs and New Funding

Many charter schools rely heavily on government grants to fund resources that enhance the well-being of students, such as mental health advocates. When grant funding runs out, charter schools often find themselves needing to restructure their budgets to preserve those resources. Some schools may even consider cutting back on administrative staff until new funding can be secured. A fractional executive can step in to temporarily cover any administrative gaps, minimizing disruption while you explore long-term funding solutions.

Additionally, fractional executives with experience in education or nonprofit settings can often help you find new funding sources. Fractional chiefs of staff are well-suited to handle grant research and writing to secure new funding for essential programs, lead local fundraising projects, or build new partnerships with local businesses.

Fractional Staffing: A Budget-Friendly Solution for Charter Schools

By offering flexibility, specialized skills, and cost-effective solutions, fractional executives can help charter schools weather budget constraints while continuing to achieve their mission and support their students. Whether addressing financial management, operational improvements, strategic initiatives, or short-term staffing needs, fractional staffing is an adaptable, budget-friendly option for schools facing an uncertain financial future. 

Learn more: 

  1. Exceeding Enrollment Targets with the Help of Fractional Support: Prospect Schools Case Study
  2. Fractional Hiring: How to Grow with Less Risk
  3. Fractional CFO: When to Hire A Strategic Financial Leader

Every message your school sends—whether it’s an email to families, a social media post, or a fundraising appeal—tells a story about who you are. A clear, consistent voice builds trust, strengthens engagement, and makes it easier for your community to take action. But without a plan, school communication can feel scattered, with different tones, styles, and messages that don’t quite align.

That’s where a written communications guide comes in.

School Communications That Build Trust And Inspire Action
Why Your School Needs a Written Communications Guide

Let’s be honest—when you have a principal, office staff, teachers, and maybe even parent volunteers all writing on behalf of your school, things can get a bit… chaotic. Your Tuesday newsletter sounds nothing like your Thursday email blast, and your social media posts feel disconnected from both.

A communications guide acts like a compass for anyone crafting messages for your school. It removes the guesswork and ensures you’re not accidentally developing multiple personality disorder in your external communications.

Here’s what to include:

  1. Tone and Style – How should your school sound? Warm and nurturing? Scholarly but accessible? Professional with a dash of personality? Define the voice that feels authentically you.
  2. Audience Considerations – The way you write to prospective families should feel different from how you communicate with your board. Map out these different audiences and what matters to each of them.
  3. Content Guidelines – Set some ground rules. Maybe emoji work great in your parent newsletters but should be used sparingly in fundraising appeals. Perhaps you have specific language you use around your educational model.
  4. Crisis Communication – When things get messy (and in schools, they inevitably do), having pre-established language and protocols can be a lifesaver. This isn’t about creating templates as much as establishing a framework for communicating during challenging moments.
From Clarity to Action: The Power of a Strong CTA
School Communications That Build Trust And Inspire Action (2)

You’ve crafted the perfect email. It’s warm, on-brand, and beautifully written. But if your readers don’t know what to do next, what was the point?

Every communication should answer one key question: What should the reader do next?

The best CTAs don’t just suggest an action—they compel it. Here’s how to make yours more effective:

  1. Be Clear and Direct – Instead of the vague “Learn more,” try “Reserve your spot for the info session” or “Submit your application by Friday.” Specificity creates action.
  2. Use Action-Oriented Language – Start with strong verbs that create momentum: “Join,” “Give,” “Volunteer,” “Claim,” “Discover.”
  3. Create Urgency – Nothing motivates like a deadline or limited availability. “Only 5 spots remaining in our summer program” hits differently than a generic enrollment announcement.
  4. Keep It Short – Your CTA isn’t the place for showcasing your vocabulary. Make it quick, clear, and impossible to misunderstand.
  5. Make It Stand Out – Whether it’s a button, bold text, or strategic placement, your CTA should be impossible to miss.
Bringing It All Together

Your school’s communication should be consistent, clear, and action-driven. A written communications guide keeps everyone aligned on the how and why of your messaging, while strong CTAs transform engagement into tangible results.

Take a hard look at your recent communications. Do they sound like they’re coming from the same school? Do they clearly tell the reader what to do next? A little intentionality with your messaging can transform your communication from scattered to strategic.

About the Author
Marin Smith Grow Schools


At Grow Schools, Marin channels her passion for research, writing, and advocating for high-quality education for all students. After earning a Master’s in English, she spent nearly a decade teaching Writing and Rhetoric at California Polytechnic State University and guiding students in developing style, voice, formatting, source evaluation, and rhetorical awareness. Marin thrives on crafting narratives that resonate—whether refining a brand’s voice, exploring new perspectives in writing, or championing meaningful causes.

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).

Your School's Brand Building A Lasting Impact With Purpose Vision And Design (3)
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.

Your School's Brand Building A Lasting Impact With Purpose Vision And Design (2)
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.