The Charter School Community Marketing and Events Guide

A strong brand can bring a variety of benefits to your school, including increased enrollment, a positive reputation in your community, and the chance to differentiate your school from competitors.

The elements of your brand are the building blocks for enrollment marketing—whether through bold, clear signage or eye-catching mailers. If you’re a new school or are looking to overhaul your enrollment marketing efforts, start by examining your brand—you’ll want to make sure it points to your mission and that it resonates with your community.

Even in the digital age, traditional (or offline) marketing remains a powerful tool for charter schools seeking to make a tangible impact on their communities. Leveraging community engagement strategies helps schools create a strong, memorable presence that complements their online efforts.

By incorporating methods such as direct mailers, flyers, and signage, schools can engage with prospective families in meaningful ways. This approach not only enhances visibility but also builds lasting connections within the community, driving enrollment and fostering a sense of belonging among new and returning families.

In-person events can be a great opportunity for the community and your potential students and families to understand your school and really picture themselves as part of your community.

Events are one of the last steps a student or family will take before deciding whether to attend your school. Events are—by far—the most impactful marketing you can do. They create memories and leave long-lasting impressions in ways that no email or social media post ever could.

This is especially true for incoming grades like Kindergarten, sixth, and ninth grades. The transition to a new school is a significant life event, and families want to experience the atmosphere, meet your staff and teachers, and immerse themselves in your educational environment. Feeling like they are a part of your school community will strengthen their commitment to your school, leading to more steady enrollment over time.

Strategies for Hosting Impactful In-person Events

Make them predictable and get the word out. Schedule back-to-school night along with other regular open houses where families can explore your school, meet teachers, and interact with staff, which fosters a sense of familiarity and comfort. Make sure you get the word out in your newsletter when school starts so it’s on your families’ calendars!

Offer school tours and meet-and-greets. Offer guided tours led by students or teachers. These personal interactions provide insights into daily life at your school and allow for direct Q&A. Involve current students in leading tours or sharing their experiences. This personal touch resonates with both prospective families and current ones.

Incorporate engaging activities tailored to different age groups, like STEM challenges or interactive games. These activities draw people in, showcase your innovative programs, and spark their interest.

Provide informative flyers, swag, or other tangible items that families can take home. These serve as reminders of the event and encourage further engagement.

Stay in touch. Establish methods for getting contact information from each member of enrolled families so they can receive announcement emails and newsletters. This can include simple sign-up sheets or digital forms.