Research shows that the average family will visit three different schools before reaching a decision on which one to send their child to. Prior to in-person visits, they’re likely to have viewed several more online in order to create their shortlist.
So just how do you ensure your school stands head and shoulders above the rest?
Some of the answers are surprisingly simple.
Be visual
It goes without saying that a clean, tidy campus – both inside and out, speaks volumes for your school. Not only does it demonstrate pride in your school, but that this care and respect rubs off on your students too.
A quick lick of paint can work wonders on the most well used of rooms, but you could also consider turning blank wall space into works of art. Recruiting your in-house talent to create inspiring wall art is not only a sure fire way to enliven tired spaces, but it showcases an aptitude for creativity and inclusivity within your school.
Ensuring a regular turnover of work on display will ensure display boards always look fresh and new as well as creating an interesting talking point on any open day or 1:1 show around.
Think outside as well as inside the box – attractive, vibrant and engaging outside spaces are just as important as inside. Involving students in the planting and management of green spaces demonstrates a strong nurturing ethos as well as enhancing that sense of pride.
Make it personal
Every school has a unique selling point. What is yours?
From subject specialisms to extraordinary extra-curricular activities and school ethos and culture, your school is sure to offer something that no other school can. It’s vital that these USP’s are tangible and evidenced through social proof and academic results rather than just through hearsay and that you demonstrate them via all your communications channels.
Your school brand is not just a logo. It’s everything you say and do. Be sure your brand remains distinctive by focussing on how you look, sound and feel to the outside world.
Additionally, adopting a personalised approach to communications with prospective students and their families is a great way to get them on board. What better way to make them feel welcome than a prospectus with their name on the cover, and content curated and prioritised according to their interests? Take a look at Unify Schools to see what we mean.
Think online
Online is often the first place parents will look, when searching for their child’s next school. Your online presence must therefore be outstanding in order to stand out from other schools in your region or area of specialism.
Your website absolutely must be a living, breathing visual representation of your school’s brand ethos – showcasing those USP’s at the very fore. Gone are the days when you can simply publish a website and leave it there. It’s vital for your school website’s SEO that content is refreshed on a regular basis and key words and search terms are reviewed and updated. A news or blog page is a great way to ensure your content stays fresh, but seasonal changes to imagery and messaging are also a great way to keep your website ranking highly.
Your school’s social media channels should also be updated regularly to provide positive insight into life at your school.
3D virtual school tours and 360 virtual tours are a great way of creating stand-out in an increasingly digital world. Not only does a virtual school tour provide a totally interactive and engaging means of showcasing your whole school site, but they are proven to increase website traffic and engagement as well as interaction on your social media channels.
A virtual school tour also demonstrates inclusivity and a progressive culture that is embracing of new technologies – absolutely vital qualities in this day and age.
Be active on social media
For some schools, managing social media accounts can fall to the bottom of the priority list, but with both parents and children active on social media daily, it’s essential that your school’s priorities change.
Publishing fresh, high quality, engaging content several times a week is absolutely fundamental for establishing a positive online presence but engaging with your community is equally important.
Responding to comments and direct messages in a timely manner will tell your audience that you’re interested and appreciate them. Engaging with the activity of local community groups, suppliers, stakeholders and education sector events also serves to get your school seen and spoken about in the wider community. Social media isn’t simply a case of ‘post and go’ – time needs to be invested in order to maximise its potential benefits to your school.
It’s also imperative that you chose your channels wisely. Consider where your audience is active and ensure your presence is known. LinkedIn, Facebook and Instagram are currently our top recommendations for independent schools but the time you invest in each should be reflective of how well each platform works for you.
Content management systems such as Hootsuite can help ensure you publish content regularly and at times when your audience is online, so there is more chance of them seeing it.
Invite reviews
Us Brits can be known for being a little reserved. Often appreciating praise, without wanting to be seen to invite it. However today, the online review is one of the most frequently referenced forms of social proof.
Whether you’re looking to dine in a new restaurant, stay at a hotel… or enrol your child at a new school, the principle is no different. A five star review (or a few) speaks volumes. So don’t be afraid to ask for feedback on your school’s performance or invite Google or social media reviews.
A simple means of doing this is to add a note to your email footer with direct links to your chosen review site. Alternatively you could email families at the end of the school year or post-graduation to invite their thoughts on their child’s educational journey to date at your school.
Want to see more tips like these?
Follow us on social media for more insight into marketing your independent school and more.
