That approach doesn't work very well today. Your demographics have changed. More and more of your target parents belong to Generation Y. They get their information from social media.
The diversity goals your school has require different approaches too. You need to extend the reach of your advertising campaigns by using social media which is easily shared. Your market has become more segmented and much more competitive. As the economic outlook makes the future look more and more uncertain parents are examining the educational foundations which their children will need in order to be successful in their adult lives.
The uncertain economy which has dogged us since 2008 causes financial concerns for both you and your school and your current and prospective families.
That's where social media comes in. Done well, social media will improve your admissions yield. Done consistently, social media can cement value in place in the minds of your target audience.
But remember: social media is still marketing. It requires planning and execution of that marketing plan to work. It cannot be a hit or miss approach. Neither can you
What is your message? If you don't have a message, then how can your readers determine whether your school is a good fit for them and their requirements? I can hear you saying "Parents have to visit our school in order to truly understand what it is we do." That's true, but in this age of instant answers, parents make snap decisions based on their perceptions and first impressions.
So, right there on your first page or Splash Page as it is called, you need to make sure your message appears. Let me give you an example: One of the things a reader will see first is the Title Bar at the top left of his bowser. That's one place where what you do behind the curtain with meta tags is actually visible to your reader. Take a look at Andover's website to see how this works. As soon as the page comes up the title in the top left corner identifies Andover as an independent boarding school. If that's not the kind of school you are looking for,
10 years ago SEO didn't matter much. The Web was