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.
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.
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!
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.
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
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.
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