Attracting Prospective Families

Many schools make the mistake in thinking that their brand is merely their logo or their mascot.  Your school's brand are the attributes and emotions that parents and students have when they think about your school.  In this post we talk about how you can identify your school's brand and begin to shape it in the eyes of your prospective families

How do parents shop for a school?  It is a multi-step process that if you understand it well, you will be able to increase the likelihood that they will enroll in your school.  Here is how to do it.

For millions of families, including my own, Catholic school provides more than just an education. It represents community, spirituality, and tradition.   But Catholic schools are in crisis.  Enrollment is dropping and many schools are closing or consolidating.  In this post, we walk through the different strategies that a Catholic school should undertake to improve enrollment.  

The first step when a family is looking for a school is often turning towards Google and doing a search for schools in their area.  Even though your school website may be launched and a great representation of your school, unless the back end work of improving its' SEO or Search Engine Optimization work is completed, your chances of being found on the first page will be low.  In this post, we talk about some steps schools can make to improve their SEO.  

Prioritizing all the tasks for a busy school enrollment professional is difficult.  As you look to understand what is truly important to get done, you might enjoy this post on the five must have digital assets for your school.

With the explosion of different advertising channels, more and more companies are turning to inbound marketing to attract customers.  Inbound marketing is perfectly suited for schools because it depends upon a school creating great content and telling stories.  In this post, we talk about how to use inbound marketing for your school.  

Your school has a rigorous, articulated curriculum that employs integrated modules in a child-centered, data-driven instructional paradigm that prepares students for 21st Century challenges. There’s only one problem: Parents have no idea what you’re talking about. Like every profession, education has its’ own vernacular and shorthand.  But when you are talking to parents, it is important that you use the language that they understand.

With the first of the year, most of us set down our resolutions for the coming year.  This might be losing a few pounds, saving more or spending more time connecting with friends and family. Here are some resolutions designed to be attainable and to improve your school's enrollment

What were our most read blog posts in 2019?  Here is a list of everything that your peers (and competition) was learning about in 2019.

2Enrollment fairs are a critical part of the educational shopping experience for many parents.  Being stationed side by side with your competitors can be intimidating for some schools, but don't be nervous.  In this article, we run through the critical things you need to do to maximize your presence at school enrollment fairs.

Your students can be an incredibly powerful tool in your enrollment marketing.  Showing off what impressive young men and women your school helps to mold should be a cornerstone of your enrollment efforts.  In this post we talk about how to create a student ambassador program.

It is only a matter of time before our economy ends this incredible bull run and slips into a recession.  With many schools possessing few financial reserves, what should you be doing now to prepare for the hard economic times to come?

We all know that social media is an incredibly powerful and important tool to be using in enrollment marketing.  But how does your school compare to other schools?  This is a great survey of social media usage by schools around the world.

The first impression of your school by prospective parents often sets the tone for what they think about your school.  It can often be the difference between a family who enrolls and one who moves on to a different school.  Here are ways to improve your first impression.

Understanding what your prospective parents are looking for in a school is a critical foundational part of a strong enrollment marketing system.  Using an example from the automotive industry, we talk about understanding parental goals and aspirations for their children.  If you are not attracting enough students, it might be because you are not emphasizing the things that are important to them.  This post explains how to understand what your parents value in a school

Nick LeRoy

Nick LeRoy, MBA, is the president of Bright Minds Marketing and former Executive Director of the Indiana Charter School Board. Bright Minds Marketing provides enrollment and recruitment consulting to private, Catholic and charter schools. For information about how Bright Minds Marketing can help your school improve its’ student enrollment, send an email to or call us at 317-361-5255.

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