Charter schools can increase enrollment by leveraging digital marketing strategies that connect with parents and students online. Here are seven actionable tactics:
Your school’s website is often the first impression for prospective families. Since 94% of first impressions are tied to design, having a well-designed site is key to attracting new students. This sets the groundwork for effective digital marketing strategies covered later.
More than half of all website traffic comes from mobile devices. If your site isn’t mobile-friendly, users are 5 times more likely to leave. To keep visitors engaged:
A well-organized website helps families get the information they need quickly. Be sure to include:
"Families expect instant access, seamless experiences, and personalized interactions, and marketing your school requires SO much more than a glossy postcard or a flashy homepage."
– Connor Gleason, Senior Content Marketing Manager, Finalsite
Your website’s performance can directly influence enrollment. Nearly half of users expect a site to load in two seconds, and 40% will leave if it takes longer than three. Here’s how to improve performance:
Speed Tips
SEO Tips
Since 90% of online experiences begin with a search, these steps are crucial for reaching potential families. Adding a regularly updated blog can also help improve your search rankings.
Social media ads are a great way for charter schools to connect with potential families. They work well alongside your website and SEO efforts, reaching parents on platforms they already use. In 2021, 81% of people used YouTube and 69% used Facebook. These numbers show how valuable these platforms are for reaching your audience.
Focus on the platforms where parents are most active. Facebook is a key player in school marketing, with two-thirds of marketers calling it the most important social platform. Here’s how different platforms can fit into your strategy:
Once you’ve picked the right platforms, it’s time to create posts that connect with your audience.
"Social media is among the most dominant advertising platforms, though it still trails TV watching." – Nick LeRoy, MBA, SchoolMint
Use your posts to highlight what makes your school stand out. Share content like:
For example, Great Lakes College of Toronto uses student testimonials in its social media strategy to build trust and engage families.
Focus your ad budget on reaching families in your area. Facebook’s targeting tools let you narrow your audience by location, age of parents with school-age kids, education-related interests, and life events like "recently moved" or "new parent."
Baltimore International Academy East ran a targeted campaign in October 2022, bringing in 109 new families.
Keep an eye on ad performance and adjust your targeting as needed. Use engaging visuals to emphasize your school’s focus on safety and quality education.
When parents search for schools in your area, you want your charter school to show up at the top. Optimizing your local search presence makes it easier for families nearby to find and choose your school. The first step? A solid Google Business Profile.
Your Google Business Profile (previously called Google My Business) is a free tool that helps you manage how your school appears on Google Search and Maps. It’s essential for boosting local visibility.
To get started, go to google.com/business, log in with your school’s email, and set up your profile with these key details:
Make your profile stand out by uploading high-quality photos (minimum 720×720 pixels) of:
"80% of consumers lose trust in local businesses if they see incorrect or inconsistent contact details or business names online." – BrightLocal
To help local families find your school, make your website content specific to your area. Naturally include geographic terms throughout your site, such as:
In a February 2023 Lunch & Learn session, Design TLC highlighted how Google Search Console can identify which local search terms are driving traffic to your site. Using these terms strategically can strengthen your profile and improve the impact of online reviews.
Online reviews play a major role in both search rankings and building parent trust. According to Search Engine Journal, 72% of consumers trust local businesses more when they see positive reviews.
Here’s how to encourage more reviews:
"Of all the data in Google My Business, those impacting rankings are the business name, categories the business is listed in, the website, and the star ratings."
Google Ads helps charter schools connect with local families searching for educational options. It offers precise targeting, measurable results, and cost control.
First, decide where to focus your efforts. Use Google Ads’ location targeting to zero in on areas like ZIP codes, a radius around your school (usually 5–15 miles), or specific neighborhoods.
For instance, you could target families within a 10-mile radius using keywords like "best schools in [City]." Narrow your audience further by selecting parents of school-age children through demographic filters, interest categories (like education and parenting), or life events such as kids starting school.
Google Ads has character limits – 30 for headlines and 90 for descriptions – so make every word count. Highlight what sets your school apart:
"Running digital ads is a way to help parents make this decision. You’re not trying to sell a used car here. You’re trying to help provide information to people in your community."
- Barrett Goodwin, Apptegy
Google’s responsive search ads can improve your ad performance. As Barrett Goodwin notes:
"Google’s algorithm decides which combination of headlines and copy to show users, based on what has been successful in generating engagement. This can help ensure your audience sees the best ad possible (even if you do have to provide several options for copy on the front end)."
- Barrett Goodwin, Apptegy
Once your ads are live, use remarketing to reconnect with potential families.
Remarketing lets you reach people who’ve already visited your site. Build custom audiences based on pages they viewed, like academic programs, admissions, or events. Tailor messages to match their interests and increase your bids for those who haven’t completed enrollment forms.
Keep an eye on metrics like cost per click, click-through rates, conversion rates, and return on ad spend to fine-tune your campaigns over time.
Email marketing plays a key role in connecting with families during their enrollment journey. By sending well-targeted and thoughtful updates, you can nurture relationships with prospective families and keep current ones engaged.
Organizing your email lists ensures the right message reaches the right audience. Start by sorting contacts into broad categories like prospective parents, current families, and alumni. From there, refine your groups based on:
To make this process easier, update your contact forms with options like "Parent of Prospective Student", "Current Family", or "Community Member" to gather useful details upfront.
Crafting effective email updates involves focusing on three key areas:
Personalization goes beyond just adding someone’s name. You can create stronger connections by tailoring every aspect of your emails. Here’s how:
Research shows that segmented email campaigns can boost revenue by as much as 706%. By adding a personal touch, you not only strengthen your school’s identity but also encourage families to stay engaged and move forward in the enrollment process.
Video content is a powerful way to highlight what makes your charter school stand out and connect with prospective families. With 87% of marketers using video content, creating engaging videos can play a key role in boosting enrollment. These videos work alongside your website, social media, and email campaigns to strengthen your digital presence.
Give families a glimpse into the daily life and unique offerings of your school by filming real moments. Focus on:
Be sure to get media releases from parents and staff before filming. Coordinate with teachers to find the best times to record without interrupting lessons.
Sharing your videos effectively is just as important as creating them. Research shows that adding "video" to email subject lines can boost open rates by 19% and clickthrough rates by 65%. Use these strategies to maximize your video’s reach:
Incorporate testimonials into your videos to build trust with prospective families.
"This year, all of the leading social media platforms, such as Facebook, Instagram, and Twitter, are heavily focused on a video-first strategy, and this won’t be slowing down anytime soon." – Brendan Schneider, Director of Advancement at Sewickley Academy
Testimonials from your school community can make a strong impression on prospective families. Create meaningful stories by featuring:
Keep these videos short – 2 to 3 minutes is ideal – and include a diverse range of voices to reflect your school’s community.
"Vision trumps all other senses" – John Medina, Brain Rules
Engaging with local groups online can help increase your school’s visibility and attract more families. By collaborating with local organizations, you can strengthen community ties and highlight your school’s values. This adds depth to your website, ads, and other marketing efforts by building meaningful connections.
Partnering with local businesses can create mutual benefits and amplify your school’s presence. Here are some ways to collaborate:
Virtual events provide a convenient way for families to learn about your school from the comfort of their homes while fostering a sense of community. Some ideas include:
Record these events and share them on social media to reach a wider audience, even after the event ends.
Highlighting your school’s role in community activities demonstrates your dedication to the local area and can attract prospective families. Showcase your involvement by:
For example, Linfield Christian School launched a "101 Reasons" campaign, featuring contributions from staff, parents, and students. This dynamic social media effort effectively showcased the school’s appeal.
To further emphasize your community engagement:
These efforts help integrate community connections into your overall digital marketing strategy.
Digital marketing plays a key role in helping charter schools increase enrollment. By using the seven strategies outlined, schools can build an online presence that connects with prospective families and encourages growth.
Your school’s website acts as the centerpiece, while tools like social media, email campaigns, and video content work together to highlight what makes your school stand out. When these elements are combined, they deliver a consistent message that reaches parents where they spend their time online.
Here’s how to get started:
These steps help establish a solid foundation for ongoing engagement. Digital marketing not only connects you with prospective families but also strengthens relationships within your school community. As Higher Education Marketing explains, “Digital marketing enhances a school’s visibility and plays a crucial role in helping students discover better opportunities and find the school that best aligns with their educational needs and aspirations”.
By tracking the results of your campaigns and refining your approach based on data, your school can create a sustainable plan for enrollment growth. Offering useful content and engaging communication ensures your marketing efforts reach and resonate with all families.
Start applying these strategies today, and keep an eye on your progress. With a strong digital presence, your charter school can attract and retain students while making your message accessible to every family.
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