1. Build your school’s PR portfolio
Gain exposure for your school and tell people what goes on in your community and what you believe is important through:
- appearing in local newspapers
- contributing to or advertising in local magazines
- gaining coverage on relevant websites
- investing in paid online advertising for tactical campaigns
- maintaining active social media channels
When people hear about your school, it helps if they have already encountered positive stories about your pupils, staff and community. Regular communication can make your school feel familiar before prospective families visit.
2. Have a dynamic and exciting website
Your website is often one of the first places prospective families will go to learn about your school.
Give parents clear reasons to understand what makes your school special. Regular news, events, useful information and strong imagery can provide a much richer picture of everyday school life.
Make sure important information is easy to find and that the site clearly communicates your school’s ethos, values, curriculum and community.
3. Create a buzz online
Use your website and social media channels to announce upcoming events, celebrate achievements and share examples of everyday school life.
You can also use these channels to communicate your school’s ethos and values through news, blogs, photos and videos.
Encouraging parents and the wider community to engage with your content can help extend its reach and provide another way for people to understand what your school is like.
Remember, visual content can be particularly useful. This does not always need to feature pupils. Their work, your facilities, displays, events and learning environment can all communicate something about your school.
4. Be proud of your strengths and shout about them
Use large, eye-catching banners and school signage to highlight achievements, events, inspection outcomes or other moments your school is proud of.
Signs positioned around entrances, gates and external areas can communicate these messages to parents, visitors and the wider community.
You can also read our blog about getting creative with school signage for more ideas.
5. Create an inviting and inspiring school environment
Your school environment contributes to the impression visitors form when they arrive.
Professional Welcome Wall Art can introduce your school’s identity from the moment families enter the building, while bespoke Values Wall Art can communicate your ethos, motto and guiding principles visually.
PYS Welcome Walls are specifically designed to create a positive first impression and can also provide a backdrop for open days and marketing communications.
More broadly, bespoke Wall Art can showcase what makes your learning environment distinctive, celebrate pupils’ achievements and create visually engaging spaces throughout the school.
Choosing a school can involve considering many different factors. Alongside inspection reports, results and the information families find online, a consistent and positive presence within the community can help communicate what your school stands for.
How can schools promote themselves effectively?
The most effective approach is to combine online and offline school marketing. Keep your website current, communicate regularly through appropriate social media and PR channels, celebrate achievements and make sure your physical school environment reflects the same identity and values.
Consistency matters. Your website, signage, communications and school environment should all help prospective families understand who you are and what makes your school distinctive.
Frequently asked questions about school marketing
What is the best way to promote a school?
There is no single best channel. Schools can combine a strong website, local PR, social media, signage, events and a welcoming physical environment to communicate with prospective families and the wider community.
What should a school marketing strategy include?
A school marketing strategy can include clear objectives, target audiences, key messages and the channels used to communicate them. This might include the school website, social media, PR, advertising, signage, open days and other communications.
How can a school environment support marketing?
Entrances, reception areas, corridors and outdoor spaces can communicate a school’s identity, achievements, ethos and values. Consistent branding and engaging visual displays can help reinforce the same messages families see in other marketing channels.
