Students and parents are the new consumer class of America. As policymakers strive to make our education system more globally competitive, change has become the only constant for educators and teachers. Well-educated, privileged adults are no longer the only ones looking to enroll their children in high performing schools. Now, families who would send their children to a local public school without a second thought are researching public, private and charter schools before making any decisions.


Recruitment is becoming a challenge for public, private and charter schools alike


Simply having a rigorous curriculum, utilizing innovative teaching strategies and more is no longer enough to attract students into a school. While a handful of private and charter schools experience a boost in their enrollment rates, many are struggling to simply maintain their student population.

Traditional marketing tactics no longer work. This public school district resorted to sending promotional flyers, investing in billboard, radio broadcast and bus ads to no avail. Their student enrollment numbers continued to steadily decline. By limiting their marketing campaign to traditional advertising, they failed to communicate more deeply the successes and mission of their school with enough consistency. The school board President recognized that to improve their student recruitment, “[they] have to be better about telling [their] story…” Public schools like this one aren’t the only schools struggling to get their story in front of prospective parents and students. Even well-established private schools are closing due to low student enrollment numbers.

How does your school ensure that outsiders stay informed on new programs, school achievements, student success, and more? How are you ensuring that even 100 years from now parents and students will consider your school as their top choice?

We live in a millennial society where people expect to access information in seconds. There is no better way to communicate directly with parents than through the web.

This infographic illustrates some compelling data on how schools’ digital presence influences students’ perception:

Griot Blog Infographic-1

To successfully recruit students, charter schools must offer a wealth of information outlining how they cater to students and provide resources to support parents through the admissions process on their website. Social media must also be used to engage in rich discussions with parents and students on current happenings and other topics that relate to a school’s broader mission. There’s no better way to achieve these aims than through content marketing.