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Most schools treat a tour like a showing, highlighting the classrooms, cafeteria, and the school gymnasium, but when it comes down to it, families aren’t evaluating square footage. They’re asking one question the entire time: Can I picture my child here?

Parents that tour your school are watching how a teacher responds when a student gets something wrong, noticing whether the principal knows the students by name in the hallway. They’re feeling the energy in a classroom before they’re thinking about the curriculum. The tour is an emotional audition, not an information session and the schools that understand that fill their seats faster than the ones that don’t.

Here’s how to make sure your school is ready.

The Tour Starts Before They Walk Through the Door

Most enrollment teams think the tour begins at the front entrance, but families start forming impressions long before that.

It starts when a parent searches your school on Google and finds outdated hours, a missing phone number, or photos from three years ago. It starts when they can’t figure out where to park. It starts when they walk in and no one at the front desk looks up.

The impression your school makes before anyone arrives is just as important as what happens inside. 

Your Google Business Profile Is Your First Impression

Your Google Business Profile is often the very first thing a prospective family sees, before your website, before your social media, before anything else. And most schools are leaving it half-finished.

Make sure yours has:

• Accurate hours, school address, and a phone number
• Recent photos that show your school as it actually looks today
• A short, compelling description of what makes your school different
• Responses to reviews – don’t stress if a few are critical

A family who finds a complete, active, professional profile arrives at your tour with confidence already building. A family who finds a photo from 2019 and an unanswered one-star review arrives with doubt already in the room.

How to Prepare Your School for a Tour That Converts

Once you’ve gotten the details right outside your doors, here’s how to make sure the experience inside delivers.

• Brief everyone at the school, not just admissions

Every school representative a family encounters during a tour is part of the experience. Teachers, front office staff, the person they pass in the hallway. A warm, natural greeting from someone who wasn’t expecting to matter goes a long way. Let your whole team know tours are happening and what you want families to feel when they leave.

• Don’t hide the school

The temptation is to route families through your best spaces and avoid the messier ones. Resist it. A real classroom in the middle of a real lesson, even an imperfect one, builds more trust than a polished showcase of empty rooms. Authenticity is the point.

• Let your students share with prospective families

Some of the most powerful tour moments happen when a student speaks unprompted. Prepare a small group of student ambassadors, not with a script, but with a simple conversation about what they love about the school. Families want to hear from the students, and believe the honesty of kids in a way they don’t always believe administrators.

• Make the next step obvious before they leave

A family who walks out impressed but unsure what to do next is a warm lead going cold. Before they reach the parking lot, they should know exactly how to apply, when the next open house is, and who to call with questions. Hand them something. Send a follow-up that day. Don’t make them work for it.

Families won’t remember every statistic you share about your school, but they will remember how the school, teachers, students and administration made them feel. They’re noticing whether the environment feels calm or chaotic, warm or institutional. Does my child belong here? Would they be seen here? Would they be safe here? 

Following Up After the Tour

The tour might end when the family leaves, but your enrollment work is just beginning! 

1. Send a personal follow-up within 24 hours. Make the follow-up personal, and reference something specific from their visit. 
2. For families who toured but haven’t yet applied, a simple check-in within two weeks is a must. A genuine phone call from the enrollment team or even the administrative staff asking to answer any questions they might still have goes a long way. 
3. One of the most important pieces is to log everything! Which families toured, when they came in, whether they followed up, and what their questions were. This data tells you where families are getting stuck in the process, and where in the enrollment process might need adjusting.

The families who tour your school are making one of the most important decisions they’ll make for their child. They’re not just choosing a curriculum, they’re choosing a school community. When you get the details right, from the Google search that brings them to your door to the follow-up note that lands in their inbox that evening, you’re not just running a better tour. You’re showing them exactly the kind of school you are. 

No ad can do what a happy parent can do.

When a family genuinely loves your school and talks about it, at a birthday party, in a neighborhood Facebook group, at the grocery store, that’s peer-to-peer credibility that ads simply can’t replicate. Coming from a friend, it lands completely differently.

Ads create awareness. But a real parent saying “We love it here and here’s why” creates conviction. As an enrollment marketer, I always tell schools: their most powerful channel is already sitting in the carpool lane. The question is whether they’re activating it.

Your Ambassador Families Are Already Talking

You don’t have to look hard. They’re the families who stop you in the hallway to rave about their child’s teacher, leave glowing comments on your social posts, show up to every event, and re-enroll without hesitation.

That re-enrollment moment is one of the clearest signals you have. When a family chooses to stay, especially when they had options, that’s them voting for your school. That’s your ambassador.

These families aren’t just satisfied. They’re enthusiastic.

And enthusiasm is contagious in ways satisfaction never is.

What Makes Referral Programs Work

Programs that fail treat referrals like transactions: “Here’s a discount, go find us a family.” That reduces something meaningful to something mercenary.

Programs that work make families feel like insiders who are proud to share something great. Three things have to be in place:

The ask needs to be specific and easy. 

Not “send anyone our way” but “Do you know anyone who’d be a great fit here?” Then make it effortless to act. Give families a pre-written text they can copy and paste: “Hey! We’ve loved [School Name], happy to connect you with admissions if you want to learn more.”

Timing has to catch families in high-joy moments. Right after re-enrollment. Right after a big school event when families are buzzing. These moments make the same ask feel natural instead of forced.

You have to close the loop. When a referred family enrolls, acknowledge it. Follow up with the referred family warmly and mention who sent them: “Sarah mentioned you might be exploring options. We’re so glad she thought of you.” Then update the ambassador: “The family you referred, toured last week, thank you.” When people see their efforts working, they keep referring.

Give Families Something to Say

Most families want to talk about your school. They just don’t know how to say it naturally. So make it easy.

Give them a simple one-pager with two or three honest answers to questions parents always ask, and update it throughout the year. A “this month at our school” snapshot families can forward to a friend on the fence is simple and incredibly shareable.

Create pre-written social captions for milestone moments, student spotlights, and event recaps. And here’s the key insight: don’t design content for the people already following you. Design it for the stranger who’s going to see it when a current family reposts it. That reframe changes everything about how you build graphics and write captions.

After a big win, an award, an accreditation, send families a one-liner they can drop into a text. Low lift, high impact.

One Thing You Can Do Tomorrow

Share a simple stat in your next newsletter: “30% of our new families this year came through referrals from families like you.”

That one sentence celebrates your community, plants a seed, and reminds families they’re part of something worth sharing. Then pay attention to who engages with it. Those are your next ambassadors.

Because no amount of marketing sophistication can replace the power of one parent telling another: “We love it here, and here’s why.”

Kerry Selfinger is an enrollment marketing specialist who helps schools activate their most powerful marketing asset—their current families.

Frequently Asked Questions

Why are parent ambassadors more effective than paid advertising for schools?

Parent ambassadors create peer-to-peer credibility that advertising simply cannot replicate. When a parent tells their friend “We love it here and here’s why,” that recommendation comes from a trusted source making a high-stakes decision for their own child. Ads create awareness, but personal recommendations from parents create conviction. As Kerry explained, “No ad can do what a happy parent can do”—because recommendations carry the weight of lived experience, not marketing messages.

How do I identify which families at my school would make good ambassadors?

You don’t have to look hard—ambassador families are already talking. Look for families who stop staff in hallways to share positive feedback, leave glowing comments on social media posts, attend every school event, and re-enroll without hesitation. The re-enrollment moment is one of the clearest signals, especially when families had other options. When a family chooses to stay, they’re voting for your school—that’s your ambassador.

What’s the difference between referral programs that work and ones that fail?

Programs that fail treat referrals like transactions—”Here’s a discount, go find us a family.” This approach feels mercenary and awkward. Programs that work make families feel like proud insiders sharing something great. Successful programs have three elements: specific and easy asks, timing that catches families in high-joy moments (like right after re-enrollment or big events), and consistent follow-through that closes the loop with both referred families and ambassadors.

How can I make it easier for families to refer other families to our school?

Remove every barrier by providing ready-to-use content families can copy and paste. Give them pre-written text messages they can send to friends, one-pagers with honest answers to common questions, monthly highlight snapshots they can forward, and social media captions they can repost with one tap. After big wins or accreditations, send families one-liners they can drop into conversations. When the ask is simple and the tools are ready, most families will say yes without hesitation.

When is the best time to ask families for referrals?

Ask during high-joy moments when families are feeling most enthusiastic about your school. The best times include: right after re-enrollment (they just voted for your school with their feet), immediately following big school events when families are buzzing with excitement, and after milestone celebrations or student achievements. These moments make the ask feel natural rather than forced, and families are more likely to think of friends who might benefit from what they’re experiencing.

Should I create a formal family ambassador program or keep it informal?

Both approaches can work—it depends on your school’s size, culture, and capacity. Formalized programs with structure, recognition, and clear expectations work well for larger schools or networks with resources to manage them. Organic approaches work better for smaller schools without bandwidth for ongoing program management. What matters most isn’t the structure—it’s the consistency of identifying enthusiastic families, giving them tools to share, asking at the right moments, and closing the loop when referrals happen.

How do I “close the loop” on family referrals?

Closing the loop means following up with both the referred family and the ambassador family. When someone refers a friend, contact the referred family promptly and mention who sent them: “So-and-so mentioned you might be exploring options for next year. We’re so glad they thought of you.” This honors the referral and warms the lead. Then update the ambassador on progress: “The family you referred toured last week—thank you for thinking of us!” This follow-through shows ambassadors their efforts matter and encourages them to keep referring.

What can I do right now to start activating family ambassadors?

Share a simple stat in your next newsletter: “30% of our new families this year came through referrals from families like you.” This one sentence celebrates your community, plants a seed in parents’ minds about friends who might be looking for schools, and reminds families they’re part of something worth sharing. Then pay attention to who engages with that message—those are your next ambassadors to activate with tools and personal asks.

After five years helping schools tell their stories, and twenty in the classroom before that, I’ve gotten pretty good at spotting the gap between what a school is and what its homepage says it is. What most prospective families want from a homepage is to see happy kids, a real community, and enough information to answer the questions they walked in with. Most of the time, that story exists. The words just aren’t carrying it.

That’s fixable. Here’s how I think about it.

Your Headline has One Job — Make Sure It’s Doing It

The headline at the top of your homepage is the first thing a family reads. It’s also often the only thing they read before deciding whether to stick around or move on.

Most school headlines I see fall somewhere on a spectrum from generic (“Welcome to Our School”) to aspirational but vague (“Where Curious Kids Become Confident Leaders”) to specific and real (“K-8 STEM Education Preparing Tomorrow’s Innovators in [City]”). The first is a missed opportunity — any school could say it. The second is warmer, but it still could belong to almost anyone. The third is what you’re aiming for: one sentence that tells a family the grades you serve, who you are, where you are, and what you’re trying to do for kids. A simple test: could another school say your headline word for word? If yes, rewrite it.

A Simple Formula for Writing Headlines

Here’s what I try to include in every headline: 

An action verb. Words like transform, prepare, cultivate, launch, shape. These imply motion. They tell a family what kind of school you are.

Identity words. Inspire your families with images of who their child will become as a result of attending your school. Critical thinkers, problem solvers, changemakers, storytellers. What fits with your mission and brand? 

Your distinct ingredient. This is the part only your school can claim. Through real-world projects. Rooted in our community. In partnership with families. One relationship at a time. If another school could say it, rewrite it.

Put those three things together and you have a headline that tells a family what you do, who your kids become, and what makes you different. That’s a lot to accomplish in one sentence and it’s exactly what a great headline does.

The Subheadline is Where You Talk Directly to Families

The line underneath your main headline is your promise. It expands on what the headline said, and it speaks to what a family actually cares about.

Think about who’s coming to your homepage. If you serve families who are motivated by college prep, speak to that. If your school is a place for kids who didn’t quite fit their neighborhood school, speak to the parents who are out there looking for a place for their child to belong. The subheadline is where you say: we see you, we know what you’re looking for, and here’s how we answer that.

A strong subheadline expands on your headline, addresses a real concern or desire, and includes an outcome. Something like: our project-based curriculum builds independent thinkers ready for high school and beyond. One sentence, and a family knows exactly what to expect.

Write for the Person Who Isn’t Going to Read Your Page

Most of your visitors are skimmers. They scan before they read closely, and if the page doesn’t work for someone moving fast, a lot of them won’t make it very far.

This means your writing has to work on two levels — for the skimmer who’s moving quickly, and for the researcher who’s going to read every word.

A few things that make your homepage skimmable and informative:

1. Use headers to break up your sections. If a family can read only the headers and still understand what your school is about, you’re on the right track.
2. Bold the words families are scanning for. STEM. Arts-integrated. Tuition-free. Make them easy to find.
3. Favor bullet points over dense paragraphs wherever the content allows it.
4. Write in active voice. Instead of “students are prepared for high school by our curriculum,” try “our curriculum prepares kids for high school.” Same information, more direct, and it moves.

The Most Powerful Words on Your Page Might Not Be Yours

The words that convert hesitant families most often aren’t written by you, rather they come from other families who chose your school and want to talk about it.

Parent testimonials, especially in video form, consistently outperform almost anything else on a school homepage. Keep them short, unscripted, and genuine. A family talking honestly about their experience is far more persuasive than any copy you can write.

Other things that build trust:

1. Parent quote overlays on real photos of your school
2. Achievement data with context: 95% of graduates are accepted to college!
3. Awards and accreditations that don’t get buried mid-scroll
4. A “why choose us” section with five honest, specific reasons families pick your school

All of these are answering the question every prospective family is really asking: are you real, are you thriving, and can I trust you with my child? Your page needs to answer that with a confident yes.

A Quick Trust Audit

Pull up your homepage and run through this:

1. Is there news or an event posted within the last thirty days?
2. Do you have parent testimonials on the page?
3. Do you have achievement data or awards?
4. Are your social media links pointing to accounts that are actually active?

Each of these may feel like small items on their own, but together, they truly add up to build trust with prospective families. One note: a news section that hasn’t been updated in months can work against you. If the most recent post is from last spring, it signals that nobody’s home. Keep it current or take it down.

Your Buttons Matter More Than You Think

The words on your call-to-action buttons are doing real work, and most schools underestimate how much.

Words that work: schedule, discover, join, start, experience. I love active verbs that tell a family exactly what will happen when they click.

Words that don’t: submit, learn more, click here. These words can be vague or easy to skip past.

A simple test: read your button copy out loud and ask, what’s going to happen next? “Schedule a Tour” passes the test. “Submit” doesn’t.

One more thing about writing for mobile: keep the button text short. On a small screen, a label that wraps to two lines looks awkward and is harder to tap. Punchy and specific is the goal.

Where to Start

If you’re looking at your homepage and feeling like there’s a lot to fix, start with the headline. You may not need a developer or a designer at this point – you may just need better copy. Use your homepage to tell the story that only your school can tell. 

Jesse Foss is a Content Strategist and Project Manager at Grow Schools. She spent twenty years in the classroom before joining the team. Grow Schools partners with charter schools on enrollment marketing, facilities financing, and working capital. Learn more at growschools.com.

I hear from school leaders all the time that they are posting regularly, but nothing seems to happen. No inquiries from Facebook. Nobody is scheduling tours. No enrollment bump from all that effort. If that sounds familiar, here is the thing I want you to know: it is not your fault, and it is not really a posting problem. It is an expectation problem.

What Social Media Does

Social media is an awareness tool, not a lead generator. Social media gets families to notice you. Your website and your application process are what convert them. If you have been treating social media like a direct enrollment channel and feeling frustrated by the results, that mismatch is probably why. That does not mean social media does not matter. It means it matters for a reason you might not expect. When a family sees your posts consistently, they start to recognize your school. They build familiarity. By the time they visit your website, they are not starting from zero — they already have a sense of who you are. That recognition is real, and it is worth building. It just does not happen in a straight line from post to enrollment.

Where to Invest Your Time — Facebook, Instagram, TikTok?

Facebook and Instagram remain your strongest foundations for awareness. Families are actively using both, and they are where you can build the kind of ongoing recognition that eventually leads to action. Paid advertising on both platforms also works—and it doesn’t have to be expensive. Boosting a post for $5–$10 a day can put your school in front of hundreds of local families who don’t yet know you exist. If the idea of paid advertising feels complicated, boosting a post is the easiest place to start. TikTok is worth exploring if your team has the capacity. It is genuinely great for showing your school’s personality — what a real day looks like, what your community feels like. But I would not let it distract you from the fundamentals. We do not see many families completing an inquiry form right after watching a TikTok. It is an awareness channel, even more so than the others. The bottom line: go where your families actually are, not where the headlines tell you to be.

Paid vs. Organic — You Need Both

Paid advertising helps with discovery. It gets you in front of families who do not know you exist yet. Without it, your posts are mostly being seen by people who already follow you — and even then, only a fraction of them. Organic content is your credibility. When a family finds you through a paid ad and goes to check out your page, what do they see? A page with no recent posts looks like maybe your school is not active anymore. Organic content is the social proof that makes paid advertising worth clicking. You need both. Neither one works as well without the other.

What to Post

The most powerful content shows your school in action. Not stock photos. Not generic messaging. Not AI-generated anything. Think about it as hanging your shingle. You are showing families who you really are. The content that works: Kid testimonials on video. Short, unscripted, authentic. A kid talking about what they love about your school for thirty seconds will outperform almost anything else you can post. Day-in-the-life content. Follow a teacher or a kid through a real day. Show the hallways, the classrooms, the lunch table. Families want to picture their own child there, and this is what helps them do it. Virtual tours. You can shoot these on your phone. Show the spaces where learning actually happens. Family voices. Your current families are your best marketing. Let them tell your story and put it on social media so more people can hear it.

The 60/40 Rule

Here is a framework I keep coming back to. Sixty percent of what you post should be brand and community content — showing who you are, what your school feels like, what your kids are up to. 40% should be enrollment-focused—inviting families to take the next step. If you use social media only to broadcast announcements, you are not building the relationships that lead to enrollment. The balance between the two types of content is what builds trust over time and drives families to find you and take action.

What You Can Do This Week

• On Facebook: Post at 7–9 AM or 5–7 PM when families are most likely to be scrolling. Video outperforms everything else by at least three times.
• Boost your best post for $5–$10 to reach more local families.
• On Instagram: Use Stories for behind-the-scenes daily moments.
• Keep Reels short — thirty to sixty seconds.
• Organize your saved Stories into Highlights so prospective families can easily find tour info, programs, and testimonials. It is a tool most schools are not using well, and it makes a real difference.
• One event, multiple posts: Whatever is happening at your school can become content before, during, and after. A single open house can become an announcement, a behind-the-scenes story, a highlight reel, a family quote, and a follow-up recap. You do not need more events. You need to get more out of the ones you already have.
• Clean up your profiles. Make sure your phone number and bio are up to date, and that your profile clearly states the grades you serve.

Frequently Asked Questions: Social Media and Charter School Enrollment

Does social media actually increase charter school enrollment?

Social media does not directly generate enrollment, but it plays an important role in the process. Platforms like Facebook and Instagram build awareness and familiarity — families who see your school consistently in their feed are more likely to visit your website and take action when they are ready to enroll. The conversion happens on your website, through your inquiry form, and at your tour. Social media is what gets families to that point.

What is the best social media platform for charter school marketing?

Facebook and Instagram are the strongest platforms for most charter schools because that is where the majority of school-age families are active. Facebook works well for community building and paid advertising. Instagram is effective for visual storytelling through Reels and Stories. TikTok is worth exploring if your team has capacity, but it should not replace a consistent presence on the two core platforms.

How often should a charter school post on social media?

Consistency matters more than frequency. A school that posts two or three times per week with content that shows real students, real moments, and real community will outperform a school that posts daily with generic or stock-photo content. The goal is to build ongoing recognition with families in your area, not to maximize post volume.

What kind of content drives enrollment for charter schools?

The content that performs best for charter school enrollment shows the school in action. Short video testimonials from students, day-in-the-life content following teachers or kids through a real day, phone-shot virtual tours, and parent voices are consistently the strongest performers. Authentic, unscripted content outperforms polished stock imagery because families are trying to picture their own child at your school.

Should charter schools use paid social media advertising?

Yes. Organic content reaches primarily families who already follow your page. Paid advertising — even boosting a post for five to ten dollars a day — puts your school in front of local families who do not know you exist yet. Paid and organic work best together: paid ads drive discovery, organic content builds the credibility that makes families trust what they find when they click through.

What should a charter school post on Instagram?

On Instagram, use Stories for daily behind-the-scenes moments, Reels for broader reach — kept to thirty to sixty seconds — and organized Highlights so prospective families can easily find tour information, program details, and testimonials. Highlights in particular are underused by most schools and give families a way to explore your school on their own timeline.

How do I measure whether social media is working for my school?

Do not measure success by followers, likes, or shares. Measure it by website visits from social traffic, inquiry form submissions, tour sign-ups, and direct mentions from families who say they found you on social media. These are the signals that connect social activity to actual enrollment outcomes. Vanity metrics feel good but do not tell you whether your marketing is working.

What is the easiest way to improve charter school social media marketing?

The single most impactful, least effort move is setting up an automated response for your inquiry form. When a family reaches out, an immediate confirmation keeps them engaged and buys time for a personal follow-up. Beyond that: make sure your profile bio and phone number are current, post at least twice a week using real photos or video of your students, and boost one post per month to expand your reach to local families who do not already follow you.

Ashley MacQuarrie is VP of Marketing at Grow Schools, where she leads marketing strategy and school partnerships across the country.