From time to time, I will include articles from guest writers who I think do a nice job in school enrollment marketing. Courtney Allred
is the founder of From Out West, a graphic and branding firm. She is somebody who has done work for me in addition to working with schools
to help craft their visual identity and core school marketing assets. If you like this article and are looking to improve your
school’s visuals, you can contact her via her website.
With the rise of digital media, schools struggle to convey their mission effectively and appeal to families
across platforms. Having the right school marketing assets means your school can have an impactful online presence that works for
you instead of against you.
Presence across platforms means your school is setting the tone and controlling the narrative for current
and prospective families. Here are the five most important assets your school needs to serve families and thrive in the digital age:
It’s important to have cohesive logos that can be used on different platforms. At the bare minimum, your school should have a primary logo for standard use, secondary logo for alternate use, and brand icon for use on social media platforms and smaller formats. Cohesion is key here since the color and fonts need to be easily recognizable.
Here is an example of a primary logo, secondary logo, and brand icon:
It’s common for schools to have paper handouts that are given to parents after a tour, but it’s even more powerful to have a touchpoint be their inbox. This gives schools an opportunity to highlight strengths and facts that appeal directly to visiting families. Examples include: graduation rates, demographic information, transportation options, and extracurricular activities.
In a nutshell, your school’s website should do the following:
Your staff should have cohesive email signatures that include any links families may desire. A successful signature should include:
Your school should have a regularly distributed newsletter that is sent via email and available on the website. Sending these monthly is a good way to remain connected with families, keep them informed of the goings-on, and call attention to any noteworthy staff and student success stories. Be sure to include the email signature with hyperlinks at the end of your newsletter.
Once these school marketing assets are in place, they require little to no maintenance.
Best of all, they will serve your school while providing a more streamlined experience for families.
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 nick@brightmindsmarketing.com or call us at 317-361-5255.
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