As educators, understanding this technology is becoming increasingly important, not just for ourselves, but also for preparing our students for the future. In this article post, we’ll overview what generative AI is, its implications for education, and practical steps educators can take to integrate it into their classrooms.

What is Generative Artificial Intelligence?

To kick things off, let’s clarify what we mean by generative artificial intelligence. In essence, it’s a subset of artificial intelligence focused on creating new content—be it text, images, or videos—based on patterns learned from existing data. This technology has seen a significant surge in development, particularly with the advent of machine learning and deep learning algorithms. Generative AI’s capabilities is already having a significant impact on education and the workforce, and it is poised to completely transform the workforce that today’s students will enter.

The Importance of AI Literacy

Before diving deeper into how generative AI can be applied in education, it’s crucial to emphasize the concept of AI literacy. AI literacy involves understanding the fundamentals of how the technology is developed, its capabilities, its limitations, ethical considerations, and appropriate usage. As educators, it’s essential that we equip ourselves with this knowledge to navigate the evolving landscape of generative AI responsibly.

Integrating Generative AI in Education

Now, let’s explore how educators can begin to harness the potential of generative AI in their classrooms.

1. Utilize AI tools. Educators can leverage various AI tools such as Claude, ChatGPT, Gemini, etc. to support and enhance daily work like written communication, content differentiation, brainstorming, and translation. These tools can streamline workflows and enhance productivity at your school.

2. Explore our prompt librarary. One practical resource for educators is the AI for Education prompt library. These libraries offer pre-designed prompts for educators that can be tailored to specific contexts. By utilizing these prompts, teachers can guide generative AI models to generate outputs aligned with their teaching objectives and content needs.

3. Promote AI literacy through collaborative learning. Educators can foster AI literacy and ethical exploration among students by engaging them in collaborative exploration of AI technologies. Through project-based learning like a Prompt-A-Thon, students and educators navigate ethical considerations while developing practical skills in AI utilization. Encouraging teacher-student collaboration in AI exploration models ethical behavior, provides guidance, and ensures safe and responsible AI usage in educational contexts.

Additional Resources

Generative artificial intelligence presents exciting opportunities for education, but it also comes with ethical and safety considerations that must be addressed. As educators, it’s our responsibility to equip ourselves and our students with the necessary AI literacy to navigate this technology effectively.

If you’re interested in further exploring the integration of AI in education, hosting a Prompt-A-thon, or discussing specific strategies for your educational institution, feel free to reach out to AI for Education here and browse additional resources below.

AI for Education Free Webinars for Educators

Prompt Library

Student-Facing AI Literacy Curriculum

About the Author

Corey is the Chief Program Officer for AI for Education and a former high school English teacher, school principal, and edtech executive. She has over 20 years of experience leading classrooms, schools, and district teams to transformative change focused on equity and access for all students. As a founding public charter school leader in Houston, she ensured that 100% of seniors were accepted to a four-year college during her tenure. Her focus now lies in assessing the broader K-16 edtech ecosystem and uniting stakeholders at all levels to build a more equitable and abundant future for all. She holds an MBA from Rice University and a BA from Rowan University.

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Webinar Recap: AI and Your School

The educational landscape always evolving—and lately, it’s impossible to ignore the growing excitement and concern surrounding Artificial Intelligence (AI). To shed light on the role of AI in education, we gathered a panel of experts, each offering invaluable insights into different facets of AI implementation and its implications for schools. Watch the highlight video below […]

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Navigating AI Ethics at Your School

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Your Cybersecurity Guide

Mitigate the risk to your school by navigating two-factor authentication, backup data, and secure logins. Download this free guide on cybersecurity created in partnership with SoftwareMSP.

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Your school’s building is an investment in your school’s mission. Managing your facility—whether you’re on the path to ownership or you are leasing your building—requires careful planning, collaboration, and foresight. By understanding your options, budgeting realistically, and negotiating strategically, you can maximize your school’s facilities and support long-term success.

Let’s break down key considerations and strategies for navigating building management.

1. Know Your Options

The three basic options for facilities are lease, buy, or build. For the latter two options, school leaders often have several options to consider, including loans, bonds, or lease-back arrangements. Each option comes with its own set of parameters and considerations, so it’s essential to weigh them carefully.

2. Timing Is Everything

Whether you’re exploring bank loans, bonds, or negotiating your lease, timing is critical. Start the process early and give yourself ample time to navigate the complexities involved. Construction projects and facility expansions often require meticulous planning and coordination, so don’t underestimate the time needed to complete them successfully.

3. Get Expert Support

Engage a qualified project management team with industry-specific expertise to guide you through every stage of your facility project. These experts can help you develop realistic budgets, navigate regulatory requirements, and ensure that your project stays on track from conception to completion.

4. Budget Realistically

When it comes to budgeting for facility projects, prioritize quality over cost. Avoid the temptation to opt for the cheapest resources without considering long-term implications. Work closely with your project management team to develop a realistic budget that aligns with your school’s financial capabilities and long-term goals.

5. Consider Affordability

Affordability is paramount when evaluating financing options for school facilities. Aim to keep your facility’s occupancy costs within a reasonable percentage of your total revenue, typically between 5% to 25%. Additionally, consider metrics like rent coverage to ensure that your facility costs remain sustainable over the long term.

6. Negotiate Lease Agreements Wisely

If leasing is part of your facility financing strategy, negotiate lease agreements that align with your school’s unique needs and future plans. Consider factors such as location, space requirements, lease terms, rent amounts, and tenant rights and responsibilities. Maintain open communication with landlords to address any concerns or modifications needed to support your school’s mission. Ensure that your lease agreements account for specific features and facilities essential for your school’s programs, such as STEM labs, art studios, or music rooms. Negotiate flexible terms that allow for future expansions or modifications to meet evolving educational needs.

About the Author

Tabatha Martins has a wealth of experience in real estate investment. She holds a master’s degree in business administration from FGV and serves schools as the Director of Real Estate Management at Grow Schools.

Additional Resources

For more on building management and facility financing, browse the resources below.

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The idea of the audit can invite stress, and it’s understandable to feel daunted by the need to address compliance and other issues while you’re focused on the day-to-day aspects of growing a school. The Charter School Audits Guide Preparing Your School for the Annual Audit offers month-by-month breakdowns schools can use to stave off […]

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Webinar Recap: 5 Key Aspects of Managing Your School Building

Delve into the essential aspects of school building management in this webinar, 5 Key Aspects of Managing Your School Building. The panel of experts covered a spectrum of topics crucial for school leaders managing their buildings, including best practices and considerations for building improvement, renovation, and management. You can watch the webinar on-demand anytime here. […]

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The Charter School Facility Financing Guide provides information about the school building marketplace, the planning process, and the four primary funding structures. You’ll come away ready to balance your school’s plans for growth with budget realities.

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In today’s rapidly evolving educational landscape, the integration of artificial intelligence (AI) has become increasingly prevalent. From personalized learning platforms to data analytics tools, AI offers unprecedented opportunities to enhance teaching and learning experiences.

However, with these advancements come new challenges, particularly in the realm of cybersecurity and data privacy.

Emerging Threats with AI Technology

While AI offers transformative potential, it also introduces new vulnerabilities. Sophisticated threats, such as deepfakes and automated social engineering, exploit AI-generated content to deceive and manipulate. Surveillance and tracking technologies raise concerns about privacy infringement, necessitating robust safeguards to protect student data.

Mitigating Risks Through Proactive Measures

To address these evolving threats, schools need to be proactive. Regular security audits, data handling protocols, and user awareness training are essential components of a comprehensive security strategy. Additionally, having a robust incident response plan ensures swift and effective action in the event of a cyberattack or data breach.

Here are some tips to consider:

Maintain compliance with industry regulations and best practices. By aligning security protocols with legal requirements and industry standards, schools can mitigate risks and safeguard sensitive information effectively.
Ensure confidentiality, meaning that only authorized individuals have access to sensitive data. Availability of data must be carefully managed, with safeguards in place to prevent unauthorized access or disruptions. Compliance with regulations such as GDPR and HIPAA is paramount, especially in an era where data privacy laws are becoming increasingly stringent.
Transparency and accountability are essential. Clear communication with students and parents regarding data usage and privacy policies empowers them to make informed decisions about their personal information.

As AI continues to reshape the educational landscape, it is imperative that we prioritize cybersecurity and data privacy to protect the integrity of our educational institutions. By staying vigilant, proactive, and informed, we can navigate the complexities of AI security and ensure a safe and secure environment for teaching and learning.

About the Author

Sangar Safi has a wealth of experience in the computer software industry. He holds a Master of Business Administration (M.B.A.) focused in Information Technology from the University of Redlands. He serves schools by implementing comprehensive cybersecurity services and IT training. Learn more at SoftwareMSP.

Additional Resources

For the knowledge and resources you need to address emerging cybersecurity challenges effectively, take a look at the resources below.

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In this session, Preet Singh joined us to answer questions on technology for school leaders. He spoke about IT services, cybersecurity, and security awareness training for school staff. You can watch the full video here or read the transcript below. Join the experts as they answer all your questions live on Tuesdays on YouTube at […]

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Key Takeaways from the Cybersecurity for School Leaders Webinar

In today’s digital age, schools are the guardians of sensitive data—data that requires robust cybersecurity. To address that need, we hosted Cybersecurity for School Leaders with cybersecurity experts Mohammad Ahmed and Preet Singh from SoftwareMSP. You can rewatch the webinar here or read on for key insights. The Current State of Cybersecurity in Education The […]

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The emergence of ChatGPT, an advanced artificial intelligence language model, has been the subject of discussion, excitement, and alarm among educators. Staying up to date on the latest developments in AI and education can be challenging, but it is essential to be sure that students are prepared for the rapidly changing world they will inherit […]

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Navigating AI Ethics at Your School

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Your Cybersecurity Guide

Mitigate the risk to your school by navigating two-factor authentication, backup data, and secure logins. Download this free guide on cybersecurity created in partnership with SoftwareMSP.

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The integration of artificial intelligence (AI) into educational settings has transformed the landscape of teaching and learning. From personalized tutoring systems to adaptive learning platforms, AI technologies are revolutionizing the way educators engage with students and improve educational outcomes. As AI continues to proliferate in schools around the world, educators and school leaders are faced with both unprecedented opportunities and complex ethical challenges. In this article, we explore the growing role of AI in education, its potential benefits, and the importance of establishing ethical guidelines to ensure responsible AI usage in schools.

Transparency, accountability, fairness, privacy, safety, societal benefit, and human control form the bedrock of ethical AI practices. Each principle plays a crucial role in ensuring that AI systems are developed, deployed, and utilized responsibly at your school.

Transparency

Transparency entails clear understanding of how AI systems operate, including their purpose, functionality, and limitations. Educators and developers should have insight into the data used to train these systems. By promoting transparency, schools can establish trust and ensure that AI applications align with educational objectives while maintaining student safety and well-being.

Accountability

Accountability involves taking responsibility for the outcomes and decisions made by AI systems. In the context of education, it’s essential to trace predictions and outputs back to their data sources and the individuals responsible for their creation. Through mechanisms like lineage and provenance tracking, schools can uphold accountability and mitigate the risks of biased or erroneous AI outcomes.

Fairness

Fairness requires addressing biases inherent in AI systems, which often reflect the biases present in their training data. Educators must scrutinize datasets and algorithms to identify and mitigate potential sources of bias, ensuring equitable treatment of all students.

Privacy

Privacy concerns arise from the collection, storage, and use of personal data within AI systems. Schools must prioritize data consent and compliance, obtaining explicit permission for the use of student information in AI applications. Additionally, robust security measures are necessary to safeguard sensitive data and protect against potential breaches or misuse.

Safety and Security

Safety and security encompass measures to protect students, staff, and school resources from harm or exploitation. Schools must implement robust cybersecurity protocols to defend against malicious attacks and ensure the integrity of AI systems.

Societal Benefit

AI should serve the collective welfare of society, enhancing human capabilities and fostering positive outcomes. In education, AI tools should augment teaching and learning processes, catering to diverse student needs and promoting inclusive practices.

Human Control

Human control emphasizes the importance of human oversight and intervention in AI systems. Educators must retain ultimate authority over AI applications, guiding their development and deployment in alignment with educational goals.

In Practice: Writing Your AI Policy

Now, let’s explore how schools can translate these ethical principles into actionable policies that guide their AI initiatives effectively. A well-crafted AI policy should encompass the following elements:

1. Guiding Principles

Define the core values and objectives that underpin your school’s approach to AI ethics. Consider factors such as equity, transparency, accountability, and student well-being.

2. Permitted and Prohibited Uses

Clearly outline the acceptable and unacceptable uses of AI within the school environment. Specify criteria for evaluating AI applications and interventions to ensure alignment with ethical standards and educational objectives.

3. Data Governance

Establish protocols for data collection, storage, and usage in AI systems, emphasizing informed consent, data privacy, and security. Implement measures to safeguard student information and mitigate risks associated with data breaches or unauthorized access.

4. Risk Management

Identify potential risks and challenges associated with AI adoption in education, such as bias, discrimination, and unintended consequences. Develop strategies to mitigate these risks through regular monitoring, evaluation, and adjustment of AI practices.

5. Stakeholder Engagement

Foster collaboration and communication among educators, students, parents, and other stakeholders to solicit feedback and address concerns related to AI implementation.

6. Compliance and Accountability

Ensure compliance with relevant laws, regulations, and ethical guidelines governing AI in education. Establish mechanisms for accountability, including oversight committees, reporting procedures, and ethical review boards.

7. Professional Development

Provide training and support for educators to enhance their AI literacy and proficiency. Equip teachers with the knowledge and skills needed to integrate AI tools effectively into teaching and learning practices while promoting responsible usage.

8. Continuous Improvement

Commit to ongoing evaluation and refinement of AI policies and practices based on feedback, research findings, and evolving ethical standards. Foster a culture of continuous improvement and innovation to maximize the benefits of AI in education.

About the Author

Sarah is a marketing executive, product strategist, and the founder of Yarrow Insights.

Sarah has fostered collaboration across diverse teams, successfully integrated acquisitions, and scaled competitive intelligence throughout her career. As the founder of Yarrow Insights, she continues to lead with expertise and a commitment to empowering businesses in the healthcare technology and digital health sectors.

To get started drafting your AI policy, take a look at Sarah’s starter template here and browse additional resources below.

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Artificial intelligence (AI) in schools presents exciting opportunities and challenges, and school leaders are navigating that balance—harnessing AI’s potential while safeguarding student privacy, data security, and ethical considerations. With the emergence of sites like ChatGPT, some schools are choosing to draw up an official AI policy to help them navigate this complex landscape. Here are […]

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Technology and Security Awareness Training for Your Charter School

Today’s classroom relies on more forms of technology every year. Training sessions empower teachers and staff to use technology effectively and safely. The Importance of Training Sessions Training sessions are pivotal in shaping your school’s technology integration, digital literacy, and security awareness. By incorporating technology training into your school’s professional development program, you’re investing in […]

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As schools strive to attract more diverse students, your website is a prime opportunity to set the tone and stand apart. Building an accessible and inclusive website helps ensure all users (the people who spend time on your site) feel welcome and valued.

Here are some key considerations and best practices:

1. Follow accessible design best practices.

Apply these best practices to ensure you’re considering the needs of all website visitors, not just the majority. The beauty of accessible design is that it benefits everyone — not just those who need it.

Make text large and clear enough to read, and use colors that are easy on the eyes.
Offer more than one way to experience the content on your website, such as including videos with captions.
Provide easy ways to adjust preferences, such as changing the language in which text is displayed.
Make it simple to suggest new ideas and technologies, such as including a way to contact your school via the menu or at the bottom of your site.

Tip: Add alt text to meaningful images. Alternative text, commonly referred to as alt text, is a textual description of an image appearing within a web page. This text is part of the page’s HTML code and is included as an alt attribute, which is a special tag that tells the browser what to display if the image cannot be loaded.

2. Design with inclusivity in mind.

While accessibility is about helping everyone use a site effectively, inclusivity is about helping everyone feel welcome. Consider these tips to make your site more inclusive.

Keep your language simple, informal, and industry jargon-free to ensure everyone can understand and engage with your content.
Use action-oriented language on buttons and links to guide people through your website.
Provide positive reinforcement.
Offer interactive elements that give users positive feedback and acknowledgment, such as confirmation messages after completing forms or applications. This fosters a sense of engagement and reassurance.

3. Utilize accessibility tools for testing.

Several free and helpful tools can check for a variety of accessibility issues on your website, including:

• WAVE Accessibility Evaluation Tool

• Siteimprove Accessibility Checker Chrome extension

• axe DevTools

Automated tools may not catch every error, so supplement them with hands-on testing methods, such as reading through content with accessibility in mind, checking that all interactive elements can be operated with a keyboard, and testing the site with a screen reader.

By incorporating these accessible and inclusive design principles into your website, you can create a welcoming and accommodating online environment for parents, students, teachers, and staff. This reflects positively on your school’s commitment to diversity and inclusion and ensures that everyone can access information and resources to meet their needs.

About the Author

Shaina Rozen is a content strategist, writer, and founder of Sidetone. When businesses struggle to stand out from the competition and explain what they do in words their customers understand, Shaina is there to help. As a content strategist and writer, she collaborates with companies to translate complex information into clear communication, show their brand’s unique value, and inspire their audience to act.

More Website Resources

Your website is the digital front door of your school. Take a look at the resources below for more ways to make yours stand out.

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The search bar is where it all begins. SEO, or search engine optimization, is a key component to designing your charter school website. In short, good SEO means your website is easy to find. When done right, SEO leads to lots of “organic” traffic to your site—if a parent in your city is looking for a […]

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Tips for a User-Friendly School Website

Your website serves as the digital front door to your school. A user-friendly design creates a positive first impression, making it more likely that visitors will explore further and consider enrollment. It ensures that prospective families, who may or may not be tech-savvy, can easily navigate the site, find information, and complete enrollment processes without […]

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Create a Successful Website

This guide is your roadmap to crafting a seamless, user-centric website that sets your school apart. The insights offered by experts Shaina Rozen and Niki Blaker will help transform your website into a hub of information that’s not only functional but easy to use—and that drives enrollment.

Get the Guide

Are you renovating or expanding your school facility? Whether you’re looking to add a gymnasium, basketball court, library, science laboratory, or need additional classrooms to accommodate growing enrollment, the construction process presents an opportunity to further your school’s mission and enrich the educational experience for your students.

Here’s how to set your project up for success from the get-go.

1. Establish Clear Goals by Setting the Budget and Target Delivery Date

At the heart of every successful construction project lies a clear set of goals, including a well-defined budget and a target timeline for delivery of the new space. By setting realistic expectations and working towards them collaboratively, project stakeholders can align their efforts and minimize the risk of costly delays or overruns.

2. Build a Strong Team

Assembling a strong and cohesive project team is key. The architect plays a pivotal role in leading the design process and orchestrating the efforts of other key stakeholders, such as engineers, consultants, and contractors. Additionally, having an experienced owner’s representative onboard can provide valuable guidance and oversight throughout the project. Selecting the most qualified and experienced architect and contractor for your project is crucial for success.

3. Conduct a Competitive Bidding Process

Don’t go with the first bid you receive! Project owners can make informed decisions and secure the best possible partners for their endeavors by conducting a Request for Proposal (RFP) process for the architect, owner’s representative, and contractor. It’s best practice to have at least 3 to 4 firms to compare against.

4. Navigate the Entitlements and Permitting Process

Be proactive in identifying and addressing regulatory requirements early in the process. From zoning approvals to building permits, thorough due diligence is key to staying on track and within budget. You’ll avoid the potential of costly setbacks. Seek guidance from an experienced architect, land use attorney, owner’s representative, or permit expeditor to help your team identify all the potential entitlements and permits you’ll need to secure before you can start construction on your project.

Embarking on a construction project to enhance your school’s facilities is more than just a physical endeavor – it’s about creating spaces that align with your institution’s mission and support its educational goals. With the right approach and adherence to best practices, a school building can become a powerful tool in advancing the mission and vision of your school.

About the Author

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.

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Tuesday Tips: Construction Projects and Negotiating Your Lease

In Tuesday Tips episode 34, Michael Soh and Mary Dillon joined us to discuss construction projects and lease negotiations. Hear tips from Michael Soh and Mary Dillon on how to manage your building, including how to:

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Build Your School

In this guide, you’ll find information on what to plan for in each phase of your construction project. Gain insight into the roles and responsibilities in each phase and how you can get expert guidance with a partnership.

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Delve into the essential aspects of school building management in this webinar, 5 Key Aspects of Managing Your School Building. The panel of experts covered a spectrum of topics crucial for school leaders managing their buildings, including best practices and considerations for building improvement, renovation, and management.

You can watch the webinar on-demand anytime here. Here’s a recap of what was covered.

Construction Best Practices

Expert Michael Soh shared best practices for ensuring your construction project stays on track and within budget. Here are a few of his recommendations:

Plan and design with precision
Assemble a strong team
Implement competitive bidding
Engage experienced consultants

How to Make the Most of Your Lease

Next, we heard from Tabatha Martins and Mary Dillon on how schools can make the most of lease agreements.

They discussed understanding your lease terms, rent details, property conditions, and tenant rights. This is crucial for negotiating favorable terms and fostering clear communication with landlords.

Facility Financing Options

Tommy Alberini shared financing options for school facilities, discussing factors like eventual ownership, lease terms, buyout and refinancing options, and payment structures to strike a balance between flexibility and stability.

How to Work with a Broker

Next, Maddy Marlton shared the benefits of working with a broker. She emphasized how partnering with a commercial real estate broker offers access to market insights, listings, negotiation expertise, and regulatory guidance, streamlining the process and enhancing the likelihood of securing an ideal facility.

Real-World Experiences

Lastly, we heard from Christin Barkas and Ryan Eldridge, who shared real-world experiences of schools accomplishing their mission through strategic building upgrades.

Partner for Support

If you’re embarking on a building upgrade or building purchase, we’re here to help. Get in touch with our team and browse additional free resources below.

Tuesday Tips: Using a Broker to Find Your School’s Forever Home

In this Tuesday Tips, Maddy Marlton and Graham Taylor discussed the advantages of working with a broker when searching for a school facility, emphasizing three main benefits: time-saving expertise, comprehensive market coverage, and tailored solutions to meet unique school requirements. Watch the conversation for more on how brokers streamline the process, handle negotiations, and guide […]

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Buy Your School

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The quest to find the ideal home for your school can be complex—and feel daunting. This is why it can make a huge difference to have a broker to guide you through the process. Here are just three key benefits of working with a broker that can make all the difference when seeking your school’s forever home.

1. You will save time and energy.

With their deep understanding of the industry, brokers can efficiently lead your school through the intricate processes surrounding property transactions—whether it’s buying, selling, or leasing a facility. Brokers have the knowledge and resources to streamline the process, allowing you to focus on running your school.

2. You’ll benefit from their network.

Brokers can offer your school access to a vast network and comprehensive market coverage, ensuring that no stone is left unturned in the search for the perfect facility. They can explore all available property options, including off-market opportunities that schools wouldn’t typically have access to. By leveraging their connections and expertise, brokers can present you with a wide range of choices tailored to your specific needs and preferences.

3. You’ll stay on mission and on budget.

Brokers closely collaborate with your school to gain a deep understanding of their goals and priorities; brokers can align property searches accordingly. Whether it’s location, size, amenities, or budget constraints, brokers work to find properties that perfectly match your school’s criteria.

In addition to these three key advantages, it’s important to engage with a broker early in the process. By starting the conversation well in advance, preferably 12 to 18 months before seeking occupancy, you can better manage expectations and streamline your search for an ideal facility.

With their time-saving expertise, comprehensive market coverage, and ability to provide tailored solutions, brokers serve as invaluable allies, offering guidance and support every step of the way.

About the Author

Maddy Marlton has a strong background in industrial real estate, including property management, leasing, acquisitions, and development. As an integral member of Grow Schools’s Operations team, Maddy establishes relationships with brokers that can help get schools into their forever homes.

Tuesday Tips: Using a Broker to Find Your School’s Forever Home

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Timing to Buy Your School

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Here are 5 tips for a user-friendly website.

1. Understand Your Audience

One of the foundational steps in creating a meaningful digital experience is gaining a deep understanding of your audience. Identify the different user groups, whether they are potential families, current students, or community supporters, and conduct interviews, surveys, and empathy mapping exercises to comprehend their needs, motivations, and experiences. By putting yourself in the shoes of your users, you can tailor your website to resonate with them on a personal level.

2. Goal Setting: Define Success Metrics from the Start

Set clear goals for your website. Establish SMART goals—specific, measurable, achievable, relevant, and time-bound. For example, rather than a broad goal like increasing enrollment, aim to increase the number of applications submitted through the website by a specific percentage within a defined timeframe. Setting goals ensures alignment among stakeholders and provides benchmarks for measuring success.

3. Monitor Your Progress Effectively

Implement analytics and tracking tools to monitor user behavior on your website. Track metrics that align with your goals, but be cautious of potential misleading indicators. High traffic numbers may not always translate to genuine user engagement. Combine quantitative data with qualitative insights gathered through interviews and feedback to gain a comprehensive understanding of user interactions.

4. Balance Statistics with Storytelling: Humanize Your Data

While statistics and awards add credibility, experts stressed that it’s crucial to balance them with compelling storytelling. Share success stories, testimonials, and impactful narratives that humanize the data. Use multimedia elements, such as videos and photos, to create an emotional connection with your audience. A well-crafted narrative not only informs but also engages and resonates with visitors.

5. Create an Inclusive Experience

As charter schools strive to attract more diverse students, a school’s website is a prime opportunity to set the tone and stand out.

School websites—and all websites—should consider all types of users, not just the majority. They must be accessible (able to be used by people of all abilities) and inclusive (not exclusionary in their form or content).

Niki Blaker is a design strategist and founder of Five Sigma Studio—a design firm focused on bringing brand strategy, user experience, design, and content together. Her work is guided by an emphasis on cross-discipline collaboration and in-depth research that makes meaningful brand strategy and design experiences possible.

For more website design tips, watch the on-demand webinar Click to Enroll: Redesign Your School’s Website for Growth.

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3 Tips for Data-Driven Enrollment Marketing

Search data show that families start looking for schools between January and April. This marks a critical time for you to showcase your school—and ensure your content and ads are getting in front of families. This foresight avoids last-minute scrambling as the enrollment season approaches in June, July, and August. Here are some data-driven strategies […]

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Create a Successful Website

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According to a survey conducted by the nonprofit National School Choice Awareness Foundation (NSCAF), 53.7 percent of parents are considering new schools for their children. Most school searches start online, which means it’s important for your school to be both searchable and have online curb appeal. Here are 5 ways you can improve searchability and engagement with your school’s website.

1. Enhance Search Visibility

93% of school searches start at a search engine like Google, so if you’re considering advertising, you’ll want to enhance search visibility with Google Ads. To use Google Ads effectively, you’ll want to create content based on common search terms—or keywords—that someone might use when looking for a school like schools near me, schools with enrichment programs, or top 10 schools in my area. Provide content that responds to these keywords, and your ad will show up higher on the list.

Tip: Google’s free analytics offer insight into your ads’ effectiveness, allowing you to make data-driven decisions. Google Ads are also cost-effective: schools set their budget and only pay when someone clicks on an ad.

2. Design an Engaging Website

Your school’s website is a glimpse into your thriving, unique programs. Not only should you provide cohesive branding and authentic photos, but your site should be intuitive, easy to navigate, and engaging.

A good guiding principle is to design your site for current families and prospective ones. Feature enrollment information prominently both in the navigation bar and on a button on your home page. You can also choose to add a pop-up window when enrollment deadlines approach.

Then, create your website content by anticipating prospective families’ questions. Present an authentic representation of all you have to offer by featuring videos, photographs, and testimonials from students, teachers, and parents. Professionally produced content adds value, but student and teacher-generated images and stories offer genuine insight into daily life in the classroom.

Another best practice is to keep the website up to date with a current calendar of events, visit days, and enrollment deadlines and include upcoming school events that are open to the public.

Clickclick To Enroll Redesign Your Schools Website For Growth (1)

For more on website content, check out the free webinar Click to Enroll: Redesign Your School’s Website for Growth.

3. Create Compelling Social Content

The list of social media outlets is ever-expanding. Facebook, YouTube, TikTok, and Instagram are only a few of the channels schools use to attract prospective students. Your school doesn’t need to be on all of them—what’s important is that you are where your prospective families are online. Talk to current families about where they spend time online and go from there.

Each social media channel has unique viewers interested in different content, so what works on Facebook may not work on Instagram or TikTok. Follow other schools and see what they’re posting to get an idea of what might work for your school.

It’s a lot of work to manage several different social media accounts, so involve others in the fun! While a school representative should always approve any content before it goes online, trusted school ambassadors, including parents, teachers, and students themselves, can become your storytellers. You can create a digital media club for middle and high school students who, with the support of a trusted faculty advisor, can develop an effective social media strategy that will appeal to prospective classmates.

4. Keep Your On-line Data Up to Date

A first stop for many prospective families is a school review site like greatschools.org, niche.com, privateschoolreview.org, and publicschoolreview.com. Someone on your administrative team should have access to these sites to update information like enrollment numbers, course offerings, and demographics. Keep these up-to-date and correct any errors quickly.

The reviews posted to these sites have become an effective tool for evaluating a school. Each review is vetted, so school personnel cannot ghostwrite these. A little persuasion may be necessary to encourage current parents and students to write the reviews, so offer some school swag as a reward for posting.

Recognize that not every review will be glowing, and a negative one will sit on the site for a while. The silver lining? It may be an opportunity to uncover a problem that your school needs to address. If you get a negative review, keep in mind the advice offered by Jay Baer in Hug Your Haters: How to Embrace Complaints and Keep Your Customers. Treat it like a phone call complaint. Ignoring it is equivalent to hanging up, but on social media, where others are watching. Respond promptly, address concerns, and turn it into an opportunity to showcase your commitment to transparency and good communication.

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Tip: These sites are closely monitored internally. All information will be confirmed before your school’s profile is updated, so keep an eye on the progress. It may take 2 – 3 days to complete an update.

5. Showcase the Talent at Your School

Blog posts are a great way to show your community the great things your students are accomplishing. Once you’ve posted to your website, share it across social media and on channels like LinkedIn to spread the word.

Your educators have a wealth of information to share, and along with a guest blog post on your own site, there are plenty of digital media outlets that accept articles written by teachers: sites like Edutopia, The Educators Room, and We Are Teachers. Member publications of Parent Media may publish helpful how-to articles written by teachers as well. When a member of the school staff publishes, share the article broadly with praise.

Other ideas include:

Teachers can offer a webinar on classroom management
A counselor could create a YouTube video on how to help a student get organized
An administrator can present as a thought leader advising others on topics like navigating budget cuts or offering professional development
A student can present a classroom project on TikTok as an example of how learning happens at your school

The greater the online presence a school has, the more effective its enrollment marketing strategy. Use these tips to expand your reach to more prospective families and see your school population grow.

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