Marketing the small private school is a challenge in the best of times. In the post-pandemic world we all live in, that challenge often seems impossible. It is not when you handle it head-on. You can't ignore it or make excuses. Denial or procrastination will not solve the problem. Identifying your school's brand will help point you in the right direction. So, here are a couple of things you can do to improve the marketing of your school. While I am writing this article for the head or owner of a school, many points fit a parent's viewpoint.
What follows are primary questions you need to ask yourself and your marketing committee if you have one. The answers will help drive your marketing program.
Who are your prospective families?
What are the demographics of your community? The U.S. Census Bureau has most of the data you need to answer that question. Using Google Maps, draw a ten-mile radius circle with your school at the center. Note which towns, cities, villages fall within that circle. Red flags would include communities with many retired people and homes with few or no children under 12. Investigate current property values with Zillow. The higher the property values and rents are, the more likely it will be that families can afford to send their kids to your school or any private school, for that matter. Understanding the demographics of your community is very important.