Your digital presence is crucial when it comes to school enrollment, but there’s no replacement for face-to-face connections. Inviting families to visit your school or join virtual open houses helps bring them into your community, yet showing up in the places they already are is just as powerful.
Here are some strategic, actionable ideas for how your school can meet families where they are and make a lasting impression:
1. Go Where Families Gather
Identify local events where your target families spend their weekends or afternoons. From farmer’s markets to zoo days, cultural parades, and more, think about where your current families might be and how you can set up a presence there. Weekly tables or booths at high-traffic locations give you consistent visibility. Invest in a branded tablecloth, tents, and attire for your ambassadors to create a memorable, professional setup.
2. Equip Your Team with Branded Materials
Consistent branding is essential to make sure people remember your school. Equip your team with branded t-shirts and swag like magnets, coloring pages, or fun giveaways that align with your school’s mission. This way, you’re not only connecting in person but also giving families something to take home.
One effective tip I’ve seen in action is using branded magnets as a giveaway. Hand out a flyer about an upcoming open house along with a magnet and encourage parents to put it on their fridge. It’s an easy way for them to remember your school and revisit enrollment opportunities.
3. Use Yard Signs and Community Visibility
Sometimes, your best advocates are your current families! Ask if they’d be willing to place a yard sign advertising your school in front of their homes. You’d be surprised how often people say yes. Make sure the signage reflects your branding and is in multiple languages if needed to reach different communities.
4. Partner with Local Organizations
Identify organizations that align with your mission. Community hubs like the YMCA, local churches, after-school programs, and the Chamber of Commerce are ideal partners. One example that stood out was a school that connected with their local Chamber of Commerce, learning that the Chamber provided welcome baskets to new families moving into town. By adding branded coloring books and school information to these baskets, the school could reach new families as soon as they arrived.
5. Connect with Local Media Outlets
Local media can be one of your most powerful allies in spreading the word about your school. Develop relationships with local journalists, editors, and producers who cover education. Build these relationships over time, sharing positive stories, achievements, and exciting events at your school.
6. Adapt to Your Community’s Needs
Knowing and meeting your community’s specific needs can be a meaningful way to connect. For example, Buckeye Charter School partners with a local nonprofit to provide fresh produce through a weekly market. By participating in community initiatives like these, your school can build trust and visibility while helping to meet local needs.
7. Tailor Your Materials for Diverse Audiences
To make sure all families feel welcomed, create marketing materials in the languages spoken by your school community. From bilingual banners to door hangers, having these resources shows your commitment to inclusivity.
These are just a few ways to make your enrollment efforts resonate with families on a personal level. When you show up authentically in community spaces, engage thoughtfully, and meet families’ needs, they’ll remember your school long after the event ends. So, think beyond your enrollment page—make connections that turn into lasting relationships.
Happy outreach, and here’s to growing your school community!
About the Author
As a Project Manager on the Enrollment Marketing team, Betsy Roberts works closely with school leaders to develop and implement marketing campaigns that increase enrollment. With a degree in Journalism and Public Relations from University of Oregon, Betsy has a robust background in building brand awareness—she has worked alongside dozens of companies over the course of her twenty-year marketing and PR career. Betsy loves helping charter schools thrive and collaborating with the dynamic team at Grow Schools.
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