Resources for Education Marketing & Admissions Professionals

Leading by Understanding: What Your Marketing and Admissions Teams Need From You

Thu, 08 Jan 2026 04:15:38 GMT

In schools around the world, Marketing, Communications, and Admissions teams are working harder than ever to drive enrollment, strengthen reputation, and build lasting trust with families. Yet too often, their work is misunderstood, undervalued, or simply unseen.

It’s not a matter of intention; most school leaders deeply respect their teams. But when the work isn’t fully understood, it’s difficult to resource it well, elevate its strategic importance, or lead it effectively.

This gap is exactly what this post is about: closing the distance between leadership understanding and team reality.

It Requires a Mindset Shift

I'm going to boldly state a fairly unpopular opinion: International and independent schools are a business , and most businesses require a lot more than word-of-mouth and a few social media posts to succeed.

In his book, "School Marketing the Right Way," Brendan Schneider says this:

I agree with Brendan's disagreement with this statement. Schools, while further ahead than even five years ago, are nowhere near where they need to be to stay competitive.

What Your Teams Wish You Knew

To ground this conversation in real experience, I surveyed MarCom and Admissions professionals working in international schools across Asia. Their anonymous feedback revealed six recurring themes—core areas where school leaders could better understand, support, and empower their teams. Here’s what they want you to know:

Their Work Is Strategic—Not Just Tactical

Marketing and admissions professionals are not just executing plans—they're crafting them. They analyze enrollment trends, refine messaging, and shape the family's experience. They want to contribute earlier in decision-making, not be looped in after choices are made.

Enrollment is a School-Wide Responsibility

Successful recruitment and retention require a collective effort. From frontline staff to faculty, everyone shapes the perception of the school. Your MarCom and Admissions teams need you to model this shared responsibility from the top.

They Need a Seat at the Table

Many teams are left out of leadership conversations that affect enrollment, messaging, and school direction—then asked to implement decisions they didn’t help shape.

Decisions Made Elsewhere Affect Their Work

Program changes, tuition shifts, staffing—even parking—impact what these teams are marketing and selling. And yet, they’re often the last to know.

They're Juggling More Than You Realize

There’s more on their plate than what you see. Emotional labour, shifting priorities, and limited capacity mean your team is constantly triaging tasks behind the scenes. Visibility into this hidden work can deepen empathy and support.

Trust Them and Resource Them

MarCom and Admissions work is deeply creative, strategic, and time-sensitive. But without the right tools, staffing, or time, quality and consistency suffer. Strategy requires resourcing.

Despite challenges, these teams are fully committed. When they feel seen and supported, their capacity to deliver multiplies.

Five Actions to Strengthen These Teams

To translate insight into impact, here are five ways school leaders can lead more effectively from the top:

Make the Invisible Visible: Acknowledge the strategic work happening behind the scenes. Elevate it publicly and help others see the complexity, skill, and impact involved.
Include Them as Senior Leaders: Involve MarCom and Admissions professionals early in planning conversations—not after the fact. Their insight can shape a better strategy.
Deepen Your Understanding: Take time to learn what these teams actually do. Understand the family journey, their pain points, and the difference between their roles.
Align Resources with Expectations: You can’t expect high-level strategy with low-level resourcing. Advocate for staffing, tools, and time that match the scope of the work.
Champion Shared Responsibility: Recruitment and retention are school-wide. Set the tone from the top that everyone plays a part in how families experience your school.

A school's success depends upon its leaders looking into the future now. As you look towards growth, retaining great families, and maintaining a strong reputation, your marketing, communications, and admissions teams are central to making that happen.

The question is—will you lead them with full understanding?

The Importance of a Family-centered Marketing and Retention Communication Strategy

maryannelechleiter@gmail.com (Maryanne Lechleiter) — Tue, 01 Oct 2024 21:16:43 GMT

Every school aims to put families at the heart of its marketing and communications strategies and tactics. However, the reality is that the desire for efficiency (often due to an under-resourced MarComm department) coupled with the volume of information that needs to be shared frequently results in a school-centered approach instead.

The paradigm is shifting. Driven by the long-held knowledge that educational success comes from a strong school-family partnership, we now recognize the partnership begins from a family’s very first touchpoint, whether digital or in-person.

Understanding Family-Centered Communication

When families are in the process of choosing a school for their child, they are not just evaluating academic programs or facilities—they are assessing how well the school aligns with their values, needs, and expectations. Similarly, families who are already enrolled continually evaluate their ongoing experience, which influences their decision to stay and advocate for the school. Family-centered communication is the key to meeting these needs at every stage of the journey, from initial inquiry through to enrollment and beyond .

During their exploration and research phase, the communication a family receives plays a crucial role in shaping their perception. They are looking for a school that not only provides an excellent education but also understands and supports their entire family and you can be sure they are connecting their communication experience with your school to their perception of the quality of education offered.

Effective family-centered communication during this phase should make the process of learning about the school, asking questions, and navigating admissions as seamless and personalized as possible.

For example, when a prospective family first inquires about the school, they should be met with clear, accessible information tailored to their needs—whether it’s understanding the curriculum, exploring extracurricular offerings, or learning about community involvement. Timely follow-ups, personalized tours, and content addressing their specific concerns can significantly enhance their experience and make them feel valued.

For families already part of the school community, the focus shifts to ensuring they continue to feel engaged, supported, and appreciated. These families need relevant updates that pertain to their child's progress and the overall school environment as well as personalized communication that reinforces their decision to enroll in your school.

This type of content should include (but is not limited to) celebrations of new or re-accreditation milestones, thought-leadership content, stories that demonstrate the strategic plan in action, parent education content to help as they guide their child through life and education, and learning stories that offer parents a peek inside the classroom and learning experiences.

At the core of this communication approach are three key principles: Accessibility, Relevance, and Personalization. These principles intersect to create a holistic family experience that is integral to effective communication and educational success.

These principles are essential for creating a meaningful experience for families, whether they are new to the school or long-standing members of the community.

Accessibility means that information is easy to find, understand, and access, regardless of where the family is in their journey. For prospective families, this could be a well-organized website, a personalized inquiry management automation strategy, and a responsive admissions team. For current families, it might involve user-friendly digital portals or easily navigable communication platforms such as a blog section.

Relevance ensures that the communication families receive is directly applicable to their current needs. For prospective families, this could involve providing specific information about programs of interest or logistical details about the admissions process. For enrolled families, relevance might mean receiving news stories demonstrating student life, learning in action, or resources that support their child’s development.

Personalization acknowledges the unique needs and preferences of each family. For a prospective family, this could be a personalized follow-up after a school tour or a tailored information packet that speaks directly to their questions and concerns. For current families, it means ongoing, individualized communication that reflects their experiences, such as opportunities to engage in school activities that align with their interests or parent-education pieces that strengthen the parent-school partnership and their child’s holistic development.

Let’s explore each of these three areas in further detail.

Accessibility: Ensuring Inclusive and Easy-to-Locate Communication

One of the fundamental pillars of family-centered communication is accessibility. For communication to be truly effective, it must be accessible to all families with information that is easy to find and locate within the school's digital media presence. This means that schools must take proactive steps to ensure that communication is clear, understandable, and easily navigable across various platforms to cater to the diverse needs of families.

Accessible communication involves:

Ease of Navigation: Ensuring that the school's website and other digital platforms are user-friendly and well-organized so families can quickly find the information they need. This includes having a clear and well-organized menu structure, a search function, and logically categorized content.
Clear and Simple Language: Avoiding jargon , acronyms, or “education-speak.” Using plain language makes it easier for all families to understand important information and instructions.
Accessible Formats: Providing information in multiple formats, such as PDFs, videos, interactive publications, and infographics that are easy to access and download will accommodate different preferences and technological abilities.
Consistent Updates: Regularly updating digital platforms with the latest information ensures that families have access to current and relevant content. This prevents the frustration of searching through outdated or irrelevant material.

Relevance: Aligning Communication with What Fosters Connection

Relevance is key to creating a meaningful family-centered marketing and retention strategy. Content should not only be accessible but also address the interests and values that keep families interested in, engaged with, and loyal to the school community. This involves sharing information that highlights the school’s unique strengths, celebrates the community, and encourages families to feel proud of their choice.

This type of communication is often reserved for the monthly newsletter sent out to current families however, the same principles apply to families who are at the beginning of their relationship with the school. Imagine the impact that would be made on family when they receive relevant communication that includes:

Timely and Valuable Information: Keep families informed about upcoming events, milestones in their application process, or opportunities that are directly relevant to them, such as new programs, open houses, or parent engagement activities.
Learning Stories: Highlight the different learning experiences children engage in throughout their education. For example: create stories that make the connection between what’s happening in the classroom and the concept of inquiry-based learning. Share the how, the why, and the outcomes.

Highlights of Community Involvement: Showcase opportunities for families to get involved and celebrate the participation of those who already are. Whether through volunteering, attending events, or participating in parent-led initiatives, these stories foster a sense of belonging and help families feel more connected to the school.
Stories about School Culture: Provide families with content that reflects the culture and values of your school—whether it's updates on school traditions, celebrations, or the impact of community service projects. This strengthens the emotional connection families have with the school.

When communication is relevant and reflects what families care about, they are more likely to stay engaged, champion the school, and feel confident in their decision to be a part of the community.

Personalization: Tailoring Communication to Strengthen Family Engagement

Personalization is the third pillar of a family-centered marketing and retention strategy. Each family has unique perspectives, interests, and reasons for choosing your school. Personalized communication shows families the school values their individual journey and is committed to building lasting relationships.

Personalized communication involves:

Personalized Storytelling: Recognizing the unique priorities and interests of each family allows schools to tailor messages that speak directly to what matters most to them. If a family is interested in the Arts, send them a collection of stories demonstrating what the Arts look like in your school. If you know STEM is important to them, likewise, curate a group of relevant stories.\
Customizing Engagement Opportunities: Offering personalized opportunities for families to engage with the school, such as inviting them to events that align with their interests reinforces their connection to the school.
Building Strong, Individualized Relationships: Whether digital or person-to-person, regular, meaningful interactions for families who are considering your school or those who are part of the community help establish and nurture strong connections..

By personalizing communication, schools demonstrate that they understand and care about the unique needs and preferences of each family. This helps build trust, encourages active participation, and ultimately creates stronger, long-lasting relationships between families and the school.

The Impact of Family-Centered Content and Communication for Schools

A family-centered content and communication strategy offers significant advantages for schools. By prioritizing the needs and perspectives of families, schools not only strengthen relationships but also gain valuable benefits that directly support their growth and success.

Below are some key ways a family-centered approach positively impacts your school:

Competitive Differentiation: Schools prioritizing family-centered content and communication have a competitive advantage: they have created a differentiated experience for parents. In a market where families have more choices for their child’s education than ever, this approach increases the likelihood of attracting and retaining mission and values-aligned families.
Improved Word-of-Mouth: We all agree that word-of-mouth is a powerful–if not the most powerful– tool a school has. A family-centered approach ensures families feel valued while also helping them as they become champions of your school because you’ve provided them with information and stories to share in their circles of influence.
Cost-Effectiveness: There are two ways a family-centered MarComm strategy is a cost-effective investment. The first is that it is less expensive to retain a family than to find a new one. Secondly, the investment into creating the content and strategy is two-fold because those stories can be used for nurturing families in the inquiry stage as well as reinforcing a current family’s decision to choose your school. Incorporating family-centered content and communication strategies is not just about enhancing the educational experience; it’s a strategic move that directly influences a school’s ability to attract and retain students.

By creating an environment where families feel seen, heard, and valued, schools can ensure sustained success and a thriving community.

Practical Strategies for Implementing Family-Centered Communication

Implementing family-centered communication requires intentionality and a commitment to understanding the unique needs and interests of each family. Here are some practical strategies that schools can use to foster a family-centered approach:

Use Family Survey Data: Most schools regularly survey their families, but how many utilize that data to inform their MarComm strategy? The next time a family survey is in the planning stages, consider including some questions that might help you refine your MarComm strategy and perhaps even find new ways to segment your audience.
Use Marketing Automation: Implement marketing automation tools to personalize communication and enhance engagement with families. Automation can help segment your audience, ensuring that families receive relevant and timely information based on their interests and behaviors. Automated email nurturing campaigns can also deliver targeted content that keeps families connected throughout their journey with your school.
Offer Professional Development: Provide training for staff on the importance of family-centered communication and how to integrate it into their daily interactions. This professional development strengthens the school’s overall approach to family engagement.
Improve the Inquiry Form: Use your inquiry form to gather important information from prospective families that will help personalize their journey. By asking thoughtful questions about their priorities, concerns, and interests, you can tailor your communication to address their specific needs and provide a more meaningful experience.

By adopting these strategies, schools can create a culture of family-centered communication that strengthens relationships, enhances engagement, and reinforces their value to the school.

The Future of Family-Centered Communication

As the landscape of education continues to evolve, so too must the ways in which schools communicate with families. The future of family-centered communication lies in creating more personalized, accessible, and relevant communication experiences that go beyond basic engagement. Schools that invest in understanding the unique needs and values of families, while leveraging technology like marketing automation and data-driven insights, will foster stronger connections and trust within their communities.

This approach is not only about attracting prospective families but also about nurturing and retaining those already part of the school. As competition grows and families become more selective, the schools that embrace a family-centered strategy will stand out for their ability to offer meaningful, supportive, and dynamic relationships.

Ultimately, family-centered communication isn’t just a trend—it’s the foundation of building a thriving, loyal community that champions the school’s mission. By continually evolving your communication strategy to meet the needs of families, you can ensure your school remains a trusted partner in every family’s educational journey.

10 Ways a Fractional Director of Marketing Can Help Schools Reach Their Goals

maryannelechleiter@gmail.com (Maryanne Lechleiter) — Tue, 03 Sep 2024 05:26:24 GMT

Most schools operate in a highly competitive environment where parents have several options and the supply of schools is often greater than the demand. It goes without saying that attracting new students, engaging current families, and expanding the school’s reputation requires an in-depth marketing and communications plan.

However, not all schools have the resources to hire a full-time marketing director or, more frequently, their current Director is at maximum capacity (likely because they are also the communications manager) and need added people-power to accomplish the school’s goals. This is where a Fractional Director of Marketing can make a significant impact.

First, let’s looks at what a Fractional Director of Marketing is.

What is a Fractional Director of Marketing?

A Fractional Director of Marketing (FDoM) is a highly experienced marketing professional who works with an organization on a part-time, contract, or project-based basis. Unlike a full-time employee, a fractional director provides strategic leadership and expertise without the commitment of a full-time role.

In this arrangement, a Fractional Director of Marketing integrates with your existing team to either lead the charge entirely, or more frequently, come alongside your existing Director to support in various ways and help the team get to the next level while achieving the school’s overarching goals.

This relationship can be short-term or in many cases, the scope of work grows and the school chooses to extend the partnership for a longer term.

10 Ways a Fractional Director of Marketing Can Help Your School

1. Support for an Existing Director of Marketing and Communications

Supporting an existing marketing director is one of the most valuable roles a Fractional Director of Marketing can play. Even the most experienced and capable marketing directors can find themselves stretched thin, particularly during peak times or when managing complex projects. A fractional director provides much-needed additional expertise and bandwidth, allowing the in-house director to focus on high-level strategic initiatives while ensuring marketing efforts continue to run smoothly and effectively.

Why This Might Help: Even a skilled and experienced marketing director can benefit from additional support, expanded capacity, and a fresh perspective.

Use Case: During the hectic admissions season, a fractional director might assist with executing marketing campaigns, freeing up the full-time director to concentrate on strategic planning and stakeholder engagement.

2. Develop and Implement a Comprehensive Marketing Plan

One of the more common reasons to engage an FDoM is to work with your school’s leadership team to develop a comprehensive marketing plan that aligns with your school’s strategic goals.

Why This Might Help: A marketing plan is your roadmap and just like a long journey, it takes time and effort to plan. However, without one your tactics will be fragmented and reactive, making it a necessary investment of resources. This investment may be beyond your existing team's capacity which is where an FDoM can help.

Use Case: A fractional director might develop a multi-year marketing plan for an school looking to increase enrollment by 20%. This plan could include a detailed situational analysis, digital strategy, content development calendar, and metrics for measuring success.

3. Mentorship and Professional Development

A Fractional Director of Marketing can also serve as a mentor to less experienced marketing staff. By working closely with the in-house team, they can share their knowledge, introduce best practices, and provide professional development opportunities. This can elevate the skills of the entire marketing department, leading to better long-term outcomes.

Why This Might Help: By mentoring less experienced staff, a fractional director elevates the overall skill level of your marketing team. This leads to more effective campaigns and better long-term outcomes.

Use Case: They may hold regular training sessions and workshops to equip your team with the skills needed to implement new strategies and technologies or be available via email or video call to answer questions and guide the team on best practices.

4. Oversee Digital Marketing and Communications

An FDoM brings the expertise needed to enhance your school’s digital presence, overseeing everything from social media and email marketing to website content. Their role ensures your school’s online presence is not only cohesive but also strategically aligned with your goals.

Why This Might Help: Outside of word-of-mouth, your school’s digital touchpoints are usually the first point of contact for prospective families. A fractional director ensures that all digital channels are optimized to attract and engage your target audience, driving higher conversions and deeper engagement.

Use Case: They could conduct a comprehensive audit of the school’s digital assets, identifying gaps in content, user experience, and SEO, then implement targeted improvements to boost visibility and engagement across all online platforms.

5. Scale Marketing Efforts

As schools grow or undertake significant new initiatives—such as expanding campuses or adding a new program—they may need to scale their marketing efforts quickly. An FDoM can provide the necessary strategic oversight and additional resources to ensure these initiatives are executed successfully.

Why This Might Help: Rapid growth or new initiatives demand swift, strategic marketing responses. A fractional director brings the expertise to scale your efforts efficiently, ensuring that your school’s message reaches the right audience at the right time.

Use Case: For a new campus launch, a fractional director could lead an integrated marketing campaign that encompasses digital advertising, community engagement, and public relations to drive awareness and attract prospective students.

6. Resource Flexibility

Schools face varying demands on their marketing resources throughout the year, driven by factors like recruitment cycles and special projects. A Fractional Director of Marketing provides the flexibility to increase support during busy periods and reduce involvement when things quiet down.

Why This Might Help: This flexibility allows schools to efficiently manage marketing resources, ensuring that efforts are intensified when needed most, without the long-term commitment of a full-time hire.

Use Case: During peak enrollment season, a fractional director can take the lead on ensuring timely delivery of all marketing materials, then step back as the demand decreases, providing just the right amount of support at the right time.

7. Temporary Leadership Gap

When a school's marketing department faces a leadership gap due to transitions, leaves, or departures, a fractional director can step in to maintain continuity and stability until a permanent replacement is found.

Why This Might Help: A fractional director ensures that your marketing initiatives continue smoothly during leadership transitions and that your remaining team members have the direction and leadership they need, preventing any disruption in your school’s marketing efforts.

Use Case: If a marketing director goes on an extended leave, a fractional director could oversee ongoing campaigns, keeping the team aligned and focused on achieving their goals with regular meetings via video conferencing, email communication, and project management tools.

8. Need for Specialized Expertise

Schools often require specialized marketing skills that their existing staff may not possess, such how to automate their existing admissions inquiry process. With their expertise and experience with many internationals schools, an FDoM can help elevate the school’s position in the market.

Why This Might Help: Choosing an FDoM with specialized expertise allows your school to streamline processes and system to, improve prospective family engagement, and ultimately enhance your school’s competitive edge.

Use Case: A school aiming to automate its admissions inquiries might engage a fractional director to design and implement an automated email nurturing campaign, ensuring timely and personalized follow-ups with prospective families. This approach not only saves time but also increases conversion rates.

9. Focus on Strategic Projects

Certain marketing projects require dedicated attention and specialized expertise that your in-house team may not have the capacity to handle. An FDoM can take the lead on these high-impact initiatives, ensuring they are executed effectively and on time.

Why This Might Help: Strategic projects like website rebuilds, new video productions, or content marketing plans are critical to your school’s brand and outreach efforts. A fractional director brings the project management and implementation skills along with the creative vision needed to drive these initiatives to success without disrupting your team’s daily operations.

Use Case: If your school is planning to launch a new website, a fractional director could manage the entire project—from brainstorming design concepts to overseeing the development process—ensuring the final product is engaging, user-friendly, and aligned with your school’s brand. Similarly, they could lead the production of a new school video, coordinating with creative teams and ensuring the messaging resonates with your target audience.

10. Objective External Perspective

Bringing in an external professional can provide an objective perspective, free from internal biases and assumptions. This can be especially valuable for schools looking to assess and improve their current marketing efforts, as a fractional director can identify areas for improvement that might be overlooked by internal staff.

Why This Might Help: With an outsider's perspective, a fractional director can challenge the status quo and introduce new ideas that drive positive change. Their ability to objectively evaluate your marketing tactics ensures that your strategies remain relevant, effective, and aligned with the school's goals.

Use Case: If a school is facing declining enrollment, a fractional director could conduct a thorough review of the existing marketing efforts, uncovering hidden weaknesses and suggesting creative approaches to engage and attract prospective families more effectively.

A Fractional Director of Marketing offers schools a powerful blend of expertise, flexibility, and strategic insight. Whether your school is looking to scale its marketing efforts, navigate leadership transitions, or tackle specialized projects, an FDoM can provide the support needed to achieve your goals without the commitment of a full-time hire. By integrating seamlessly with your existing team, they bring fresh perspectives, specialized skills, and the ability to adapt to your school’s unique needs.

In an environment where the right marketing strategy can make all the difference, a Fractional Director of Marketing is not just an added resource, but a strategic partner in driving your school’s success. By leveraging their expertise, your school can confidently face the challenges of the market, enhance its reputation, and build lasting relationships with students and families.

When to Hire a Marketing Consultant vs. When to Hire a Marketing Agency

maryannelechleiter@gmail.com (Maryanne Lechleiter) — Tue, 28 May 2024 19:07:29 GMT

With competition continuing to increase and the landscape of marketing changing daily (thank you AI) it’s increasingly difficult for schools to implement effective marketing and communications strategies that attract and retain families.

Whether you have a small but mighty team or you’re in the fortunate position of being well-resourced, every team and its leadership can benefit from an outside perspective, expertise, and guidance. But, what type of expertise will benefit your school’s specific needs most?

Deciding whether to hire a marketing consultant or a marketing agency can significantly impact your school's marketing success. Both options offer unique benefits tailored to different needs, from strategic guidance and personalized attention to comprehensive services and scalability. Understanding the strengths and purposes of each can help you make an informed decision that aligns with your school’s goals and resources.

What is a marketing consultant for schools?

A marketing consultant is an individual expert who provides specialized advice and strategic direction . They work closely with your school’s leadership and marketing, communications, and admissions teams to audit your current market position, identify gaps, and create tailored marketing plans. Consultants focus on strategy and guidance, and some also assist with practical, hands-on implementation.

What is a marketing agency for schools?

A marketing agency consists of a team of professionals with diverse skills, offering comprehensive services like graphic design, SEO, digital marketing, social media management, and content creation. Agencies handle large-scale projects and provide a one-stop solution for all your marketing needs.

What are the benefits of hiring a marketing consultant for your school?

Strategic Focus

Consultants excel in providing high-level strategic advice and direction, ensuring your marketing efforts align with your overall goals and vision.

Cost-Effectiveness

Hiring a consultant can be a cost-effective choice as they develop a roadmap for your marketing efforts, allowing your team to focus on core activities without being bogged down by day-to-day marketing decisions.

Individualized Attention

Consultants offer personalized attention, learning about your school culture, and collaborating closely with your team to tailor recommendations to your unique circumstances.

Flexibility

Consultants can adapt to your schedule and requirements, offering a more flexible engagement model compared to most agencies.

What are the benefits of hiring a marketing agency for your school?

Comprehensive Service Offering

Agencies provide a wide range of services under one roof, making it easier to manage all aspects of your marketing strategy seamlessly.

Efficiency and Scalability

Agencies can quickly scale up or down based on your needs, offering flexibility in managing large campaigns or addressing urgent marketing requirements.

Access to Latest Tools and Technologies

Agencies invest in advanced marketing tools and technologies, providing you with cutting-edge analytics, automation, and tracking capabilities.

Creative Resources

With dedicated creative teams, agencies deliver high-quality visuals, content, and multimedia assets to enhance your marketing efforts.

When Should You Hire a Marketing Agency?

When You Need to Execute Large-Scale Campaigns

If you need to launch a major campaign with extensive advertising and creative needs, an agency is well-equipped to handle it. Agencies have the manpower and resources to manage all aspects of large-scale campaigns, from planning and execution to tracking and analysis, ensuring your campaign runs smoothly and effectively.

When Your In-House Team Needs to Expand Capacity and Skillset

If your school lacks a dedicated marketing team or specific expertise, an agency can fill those gaps, providing comprehensive support. Agencies bring a team of specialists with diverse skills, ensuring all aspects of your marketing needs are covered, from digital marketing and SEO to content creation and social media management.

When You Need a Broad Range of Marketing Services

If you require a wide range of marketing services and prefer a one-stop solution, an agency is the right choice. They offer a breadth of services that can be tailored to your school’s specific needs, providing everything from strategic planning and creative production to media buying and analytics.

When You Need to Scale Your Efforts Immediately

If you need to quickly scale your marketing efforts, an agency can provide the necessary resources and manpower. This is particularly useful during peak enrollment periods or when launching new initiatives, allowing you to ramp up your marketing activities quickly and efficiently.

When Should You Hire a Marketing Consultant?

When You Need Help with Strategic Direction

If your school needs a clear marketing strategy and direction, a consultant can provide the necessary expertise to guide your efforts. Consultants are particularly valuable for schools that are in the process of redefining their brand, launching new programs, or entering new markets. They can help articulate a compelling value proposition and ensure that all marketing efforts are strategically aligned.

When You Need to Define and Refine Your Market Positioning

If you want to audit your current market position and identify areas for improvement, a consultant is ideal. They can conduct comprehensive market research, competitor analysis, and SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis to help your school stand out in a crowded educational landscape.

When Your Team Needs Professional Development

If you have a capable in-house team that needs strategic guidance and support, a consultant can help you maximize the team’s efforts. They can provide training and professional development, introduce best practices, and mentor your staff, ensuring your team is equipped with the latest marketing knowledge and skills.

When You Need to Streamline Your Internal Processes and Systems

If your school needs to enhance internal processes and technology usage, a consultant can help develop and streamline these areas. They can introduce efficient workflows, optimize the use of marketing technologies, and ensure that your team operates smoothly and effectively.

When You Need Specialized Expertise

If your school requires expertise in specific areas, such as marketing automation for student recruitment and enrollment management, a consultant with a specialized skill set can offer targeted solutions. This ensures that your marketing and communications initiatives create a nurturing family experience.

When You Need Additional Support During Growth and Transition

If your school is experiencing a period of growth, transition, or change, a consultant can provide invaluable support to your existing Director of Marketing. Perhaps you’re looking for a sounding board to talk through ideas or have been tasked with a set of complex and challenging initiatives, a consultant can help ensure your marketing strategies evolve in line with your school’s development.

Deciding whether to hire a marketing agency or a consultant depends on your school’s specific needs, budget, and existing resources. Agencies offer comprehensive services and scalability, making them suitable for large-scale campaigns and schools lacking in-house expertise. Consultants provide strategic direction and personalized attention, ideal for schools looking to refine their marketing strategies and develop their internal teams.

By understanding the benefits of each option, you can make an informed decision that will help your school achieve its marketing goals and drive successful admissions and enrollment outcomes. Whether you choose an agency or a consultant, the key is to find a partner who understands your school’s unique needs and can help you navigate the complex world of education marketing.

How to Create a Personalized Enrollment Experience

maryannelechleiter@gmail.com (Maryanne Lechleiter) — Thu, 09 May 2024 21:15:42 GMT

Digital communication has become a cornerstone for schools as they welcome new families into the community. It is efficient, it’s scalable, and…it can be very impersonal. Wait, what???

Now, hear me out. I am absolutely in favour of creating a digital enrollment and welcome process if–and only if–it is designed to be personalized to the family using all of the information you’ve obtained from them on their journey through the admissions process.

The enrollment phase is an opportunity to reinforce their decision to join your school by demonstrating that you know them, you’re excited to welcome them, and that school communication isn’t always about logistics.

Let’s explore a few effective strategies for crafting a personalized digital welcome email series that resonates with new families, ensuring they feel valued and supported.

Make it About More than the Logistics

Personalizing email content based on recipients' interests, preferences, or previous interactions with the school enhances relevance and engagement. Tailor content to specific segments, such as information about extracurricular activities, academic programs, or special events that align with recipients' interests. By demonstrating an understanding of recipients' individual needs and interests, you can create a more meaningful connection from the start.

Having said, that, the next one is obvious and likely what your school is already doing, however, it needs to be said.

Provide Relevant Information

The primary purpose of the enrollment process is to provide new families with pertinent information to facilitate their onboarding into the school. Include key details such as upcoming events, important dates, contacts for additional support, and resources for getting involved in the school community. Be concise and organized in presenting information, making it easy for recipients to find what they need without feeling overwhelmed.

Segment Your Audience

Segmenting your email list is the foundational step in creating personalized communications. Rather than sending generic messages to all families, segment your audience based on criteria such as grade level, campus (if you have more than one) co-curricular interests, or their academic programs. Using your data and getting as narrow in your parameters as possible allows you to tailor your communication to specific audience groups, ensuring a more engaging and relevant experience for families.

Address Recipients by Name

Addressing your emails with “Dear New Family” is no longer acceptable with the information and tools that we have at our fingertips. Using the parents' and children's names is the simplest and most basic form of personalization and it is key to making new families feel seen and valued. Incorporate merge tags or dynamic content to automatically insert recipients' names into email content.

Share Your School’s Personality

You’re educating children who are fun, full of creativity and enthusiasm. Let your enrollment communication reflect that. While there is an undercurrent of formality and tradition in international and independent education, embrace some of the joy you see in the halls and on the playground by including celebratory language, fun imagery or videos, and dare I say, even an emoji or two so your new families experience your school culture during their onboarding process.

Create Engagement

The welcome email is just the beginning of a family’s enrollment journey. This period is ripe with opportunities to create engagement that build rapport and foster a sense of belonging. Invite new families to virtual events, send personalized messages from school leaders or teachers, and provide avenues for one-on-one conversations with school representatives. By staying engaged and responsive, you reinforce your commitment to supporting new families throughout their transition.

Digital communication has revolutionized the way schools welcome new families to their community. It offers efficiency and scalability, yet it also has the potential to feel impersonal if not implemented thoughtfully. By crafting an experience that goes beyond mere logistics, schools can demonstrate their genuine excitement and commitment to each new family's journey.

Remember, every touchpoint, every interaction makes an impact. Ultimately, the enrollment process is not just about paperwork and deadlines; it's about welcoming new families into a supportive and vibrant community. With personalized digital communication, schools can ensure that every new family feels valued, supported, and excited to embark on this journey together.

Nurturing Families in the Gap: Creating a Welcoming Enrollment Experience

maryannelechleiter@gmail.com (Maryanne Lechleiter) — Wed, 24 Apr 2024 19:51:01 GMT

Congratulations! You’ve made a family an offer of admission and they’ve accepted. It’s what you’ve put so much effort into achieving and it’s the news the family has been hoping for. Everyone is excited and the family is eagerly anticipating their enrollment. This transition period between acceptance and enrollment is a crucial time to nurture families and guide them through the next phase of their journey to becoming active members of your school community.

In this blog, we'll explore the importance of approaching your enrollment management practices from a new perspective and offer practical strategies for supporting families during this time. From building relationships and providing support to celebrating milestones and achievements, we'll discuss how schools can create a seamless and positive experience for accepted students and their families as they prepare to join your school.

Understanding the Enrollment Transition Period

This is not a new concept; communications and admissions professionals understand the enrollment transition period is the gap of time between when a family accepts an offer of admission and when their child officially enrolls in the school. For some families this is a short period, for others, it could be upwards of a year or more.

During this phase, families may experience a range of emotions, including excitement about the prospect of joining a new school community and apprehension about the transition process and concerns about their child's academic and social readiness. Additionally, logistical considerations such as financial planning, housing arrangements, and transportation logistics may also weigh heavily on families' minds.

While most schools have a transition and onboarding process for families during, it’s often about logistics, but it should be able so much more. This period is ripe with opportunities to nurture families, to further cement their relationship with the school, to begin to feel they are part of the community and continually remind them that they’ve made the right choice for their family.

Six Ways to Enrich the School’s Relationship with Accepted Families

An accepted family is a captive audience, eagerly awaiting glimpses into their new season of life with your school. Here are some strategies for enriching relationships with families during this transition time.

1. Personalized Welcome Communications

Reach out to accepted families with personalized welcome communications that express genuine excitement and appreciation for their decision to join the school community. Tailor these communications so the family feels known and understood rather than just another email on the mailing list.

2. Create a Dedicated New Family Welcome Hub

The logistics of joining a new school can be overwhelming, even for families who are not relocating as well. There's a to-do list a mile long and each item on that list is often accompanied by an email from the school with links to other forms to fill out, co-curriculars to sign up for, uniforms to purchase, and so on. Consider carving out a dedicated space on your website to create a new family hub where they can access important information, a calendar of events, due dates, and links to additional forms without needing to sift through their inbox.

3. Share School Stories

Make it about more than the logistics. There is no better way to build excitement and anticipation about joining your school than to share stories demonstrating the family and student experience. Keep in mind that this is not about sending them the weekly newsletter, this is about offering them stories that celebrate student successes and convey the culture of the community that is ready to embrace them.

4. Foster Community Connections

Facilitate connections between accepted families and the broader school community to foster a sense of belonging and connection. Encourage accepted families to participate in virtual or in-person events, join parent groups or committees, and engage with alumni or parent ambassadors who can share their experiences and insights.

5. Celebrate Milestones and Achievements

Celebrate the milestones and achievements of accepted families throughout the enrollment process to reinforce their decision to join the school community. Consider elevating the acknowledgement of completing important milestones such as submitting enrollment forms, attending orientation sessions, or participating in an event. Imagine the impact a personalized, follow-up will have.

6. Solicit Feedback and Encourage Dialogue

Solicit feedback from accepted families about their experience with the admissions process and their expectations for the enrollment journey. Encourage open dialogue and communication, and be receptive to suggestions for improvement or areas where additional support may be needed. Use this feedback to inform future outreach efforts and continuously enhance the experience for accepted families.

By prioritizing relationship-building and engagement with accepted families, schools can create a welcoming and supportive environment that lays the groundwork for a successful and fulfilling enrollment experience. Through personalized communication, virtual engagement opportunities, and ongoing support, schools can strengthen their connections with accepted families and ensure a smooth transition into the school community.

Watch for upcoming blogs that delve into specific ideas for each of these six tactics.

The Power of Alumni Success Stories as Social Proof for Student Recruitment and Retention

maryannelechleiter@gmail.com (Maryanne Lechleiter) — Fri, 12 Apr 2024 19:29:50 GMT

Word of mouth—it's not just a buzzword; it's consistently named as the top recruitment tool by schools around the globe. While many factors influence a family's decision, the power of word-of-mouth is undeniable.

This influence often comes from current community members and expatriate families who share their experiences as they move from one posting to another. But there’s another valuable source of word-of-mouth that’s often overlooked: your alumni.

In the competitive world of international and independent education, building a strong brand reputation is key. One of the most effective ways to showcase your school’s value is through the success stories of your alumni. These stories provide compelling social proof of your school’s ability to nurture successful individuals, offering reassurance to prospective students and their families about the quality and effectiveness of your educational environment and curriculum. This blog delves into how leveraging these alumni narratives can significantly boost your student recruitment and retention efforts.

Why Alumni Success Stories Matter

Alumni stories go beyond mere testimonials; they paint a vivid picture of real-life outcomes and the school’s role in shaping successful futures. By highlighting diverse achievements across various fields, these narratives reinforce the school's image as a nurturing ground for talent and ambition.

How Alumni Stories Will Help Your Student Recruitment Efforts

Prospective families often seek tangible evidence of success. Alumni achievements, vividly shared through stories, make the school's potential benefits tangible. To effectively share these stories as part of your student recruitment strategy, consider the following:

Spotlight in Newsletters: Share regular updates about alumni to keep the school community engaged and informed.

Highlight on Social Media: Use platforms like Instagram, Facebook, and LinkedIn to showcase short, impactful alumni stories.

Feature on the School Website: Maintain a dedicated section for alumni success stories, making them accessible to prospective families.

Include in Your Annual Report: Extend the investment into producing the content by including a section in your school’s Annual Report.

Create a Digital Book: Consider creating a digital book and share it with prospective families during their inquiry and decision-making process.

Incorporating Alumni Stories Into Your Retention Strategy

A happy, thriving, and succeeding student is the best retention strategy and one of the ways current students find inspiration and motivation is via connection with alumni achievements. Incorporating alumni into the school’s ongoing narrative can help students visualize their future success resulting in enhanced engagement, satisfaction, and loyalty. Consider:

Mentoring Programs: Connect students with alumni mentors who can provide real-world advice and open doors to new opportunities.

Guest Lectures and Special Events: Invite alumni to share their stories and experiences, adding depth and relevance to the curriculum.

Gathering and Utilizing Alumni Stories

Effective storytelling begins with effective content curation and development strategy. Collecting impactful alumni stories is a dynamic process that involves more than just reaching out—it requires building a culture where alumni feel valued and are eager to share their experiences.

Develop a Strategic Approach: Start with a clear plan on what kind of stories you are looking for. Are you focusing on career success, community impact, personal achievements, or all of the above? Knowing this will guide your questions and the alumni you target.

Conduct Alumni Surveys and Interviews: Use surveys to gather broad data and follow up with in-depth interviews to capture detailed, personal stories. Make this process as easy and engaging as possible for alumni by using online tools and keeping communications clear and concise.

Host Alumni Events: Organize both virtual and in-person events that bring alumni back to the school community. These can be reunions, guest speaking opportunities, or informal gatherings. Such events not only strengthen bonds but also provide rich opportunities to collect stories.

Create Content Ambassadors: Identify enthusiastic alumni who can act as ambassadors for your school. They can help by sharing their own stories and encouraging their classmates to do the same.

Showcase Stories Creatively: Once you have collected these stories, think creatively about how to present them. Beyond traditional written testimonials, consider video interviews, podcast episodes, or interactive web features that can make the stories come alive.

Update Regularly: The school’s achievements and the successes of its alumni evolve. Regularly update your stories to include new achievements and to keep the content fresh and engaging.

Feedback and Adaptation: Encourage feedback on the stories you share from both the alumni featured and the wider school community. This feedback can help refine how stories are collected and shared, ensuring they resonate well with your audience.

By enhancing the process of gathering and utilizing alumni stories, you can ensure that these narratives not only capture the essence of your school’s impact but also serve as a dynamic tool for engagement and marketing. This expanded focus will help create a deeper connection with prospective and current families, demonstrating the ongoing value of an education at your institution.

Integrating Stories into Your Marketing Strategy

Alumni success stories are not just compelling testimonials; they are a powerful tool for branding and engagement that should be woven into every facet of your school’s marketing and communication strategies. Here’s how to do it effectively:

Feature Stories Across All Media: Use alumni stories in every form of media available—print, digital, and social. This includes brochures, newsletters, annual reports, your school’s website, and social media platforms. Tailor the story’s format to suit the medium—for instance, shorter versions for social media posts and more detailed accounts for newsletters or dedicated blog posts.

Incorporate into Advertising: Alumni stories can be powerful in advertising campaigns, whether online, in print, or on billboards. Highlighting real success stories in advertisements not only draws in prospective families but also reinvigorates the interest of alumni and current families, reminding them of the value your school offers.

Enhance Open Days and Tours: During open days or guided tours, use alumni stories to illustrate the journey of past students. This could be through photo displays, video presentations, or quotes posted around the campus. These stories help prospective parents and students visualize their future at your school.

Alumni Takeover on Social Media: Arrange for alumni to take over your school’s social media accounts periodically. They can share live updates, throwbacks, and personal insights into how the school helped shape their paths. This strategy adds authenticity and relatability to your channels.

Virtual Webinars and Panels: Host webinars or panel discussions featuring alumni who can speak about specific topics, such as career development, college preparation, or personal growth experiences facilitated by the school’s environment and culture.

Segmentation and Personalization: Customize how you share alumni stories to target specific audiences. For instance, if your school is known for its arts program, highlight alumni who have succeeded in that field to attract prospective students with similar interests. This targeted approach ensures that the stories resonate more deeply with those who have specific aspirations.

Continuous Evaluation and Adjustment: Regularly assess the effectiveness of how alumni stories are integrated into your marketing. Use analytics to see what resonates with your audience. Look at engagement rates, click-through rates, and feedback to tweak your strategy as needed.

By integrating alumni success stories into your marketing strategy in these ways, you not only showcase the achievements of your graduates but also strengthen the overall brand of your school. This strategic approach helps in creating a more connected and inspired community, while also attracting new students and families who are looking for proven success in their educational investments.

Alumni success stories are a cornerstone of effective school marketing, serving as both inspiration and proof of what is possible through your educational offerings. They not only help prospective and current families see the value of your education but also build a strong, engaged, and connected school community. Keep these stories at the forefront of your communications to continually attract, engage, and inspire students and their families.

The Art of Engagement: Using Marketing Automation to Create a Nurturing Family Admissions Experience

maryannelechleiter@gmail.com (Maryanne Lechleiter) — Tue, 09 Apr 2024 22:20:50 GMT

We are more connected than ever, yet our connections are often anything but personal. The digital revolution has given us unfettered access to Information. A quick search of the internet results in thousands–if not millions–of answers to any question we may have. This has resulted in families taking charge of their research process.

Gone are the days of families reaching out to your school at the beginning of their journey; they are taking charge of their research process when considering educational options for their children. Amidst this shift, schools often struggle to actively nurture families through their exploration. However, marketing automation offers a solution, enabling schools to engage with families in a personalized and meaningful manner.

In this blog post, we'll delve into how marketing automation can bridge the gap, ensuring families feel valued, understood and known throughout their decision-making journey.

Understanding a Family’s Unique Journey

It is essential to understand the journey families undertake when considering a school for their children. Spoiler Alert: It’s not a one-size-fits-all approach.

Yes, your website needs to speak to all families, however, the journey you create for each family group (persona) is different. From the initial research phase to the final enrollment decision, families go through various touchpoints where they seek information, reassurance, and guidance. By mapping out this journey, schools can identify key opportunities to engage with families and provide them with the support they need.

Personalized Communication

One of the most powerful aspects of marketing automation is its ability to deliver personalized communication at scale. By leveraging data insights and segmentation, schools can tailor their messages to the specific needs and interests of each family.

When content is personalized, families begin to develop a deeper connection to the school because they feel understood and known, even if they haven’t spoken to a human yet.

Whether it's sending targeted emails, personalized newsletters, or customized content, marketing automation allows schools to make meaningful connections with prospective families, demonstrating that they understand their unique needs and aspirations.

Timely and Relevant Content

Offer families the information they want when they want it. Marketing automation enables schools to deliver timely and relevant content to families at every stage of their journey. Whether it's sending reminders about upcoming open houses, sharing success stories from current students, or providing helpful resources for navigating the enrollment process, automated communication ensures that families are kept engaged and informed every step of the way.

Building Trust and Confidence

Engagement isn't just about delivering information—it's also about building trust and confidence in your school. By consistently providing valuable content and demonstrating genuine care for the needs of prospective families, schools can foster positive relationships that lay the foundation for long-term engagement. Marketing automation allows schools to stay top-of-mind with families, ensuring that they remain connected and invested in the school's community.

Measuring Success

As with any marketing initiative, measuring success is essential for refining strategies and optimizing outcomes. Marketing automation provides schools with valuable insights into the effectiveness of their engagement efforts, allowing them to track metrics such as landing page conversion rates, email open and click-through rates, and conduct A/B split testing to determine which variations of a tactic resonate with the audience.

By analyzing these metrics, schools can identify areas for improvement and make data-driven decisions to enhance their engagement strategies over time.

ISC Research reports that as of January 2024 there are over 14,000 international schools around the world.

With numbers only increasing, competition for students is not likely to abate. By leveraging the power of marketing automation, schools can create personalized, timely, and relevant communication that keeps families informed and engaged throughout their decision-making journey.

By understanding the needs and interests of prospective families and delivering value at every touchpoint, schools can build trust, foster positive relationships, and ultimately drive enrollment success.