How to Market A K-12 Private School on Social Media

How to Market Your Private School on Social Media

Wednesday, November 22, 2023

In today’s digital age, social media is more than just a platform for sharing personal life updates. It has become a critical marketing tool, especially for educational institutions like K-12 private schools. Harnessing the power of social media platforms such as Facebook and Instagram can significantly boost your school’s visibility, attract potential students, and engage with the school community at large.

Why Are Facebook and Instagram Important for Private Schools?

Social media marketing is important for private schools for several reasons:

It allows you to reach a large and engaged audience: With billions of users across various social media platforms, social media marketing enables private schools to get a large and engaged audience, regardless of geographic location or other demographic factors.
It can be a cost-effective marketing technique: Compared to traditional forms of marketing, such as print or television advertising, social media marketing is often much more cost-effective, making it an excellent option for private schools with limited marketing budgets.
It allows for improved engagement and interaction: Social media provides a unique opportunity for private schools to engage and interact with prospective students and families and current students and families in real time, providing valuable insights into what they care about and what they’re looking for in a school such as yours.
It allows for increased brand awareness: Social media marketing can help increase brand awareness by giving private schools a platform to showcase their unique qualities and strengths and reach new and potential students and their families.
It allows for better targeting and conversion: By using social media advertising and other tactics, private schools can reach their prospective students and families more effectively, increasing the chances of conversion.

Key Strategies for Facebook and Instagram

Greenfield Academy - Facebook Ad Example

Greenfield Academy - Instagram Ad Example

Greenfield Academy our fictional school Facebook ad example.

Facebook Marketing for K-12 Private Schools

Facebook is an excellent platform for reaching out to parents, who are the primary decision-makers regarding their children's education.

Content Strategy: Share posts highlighting your school traditions, values, and teaching methodologies. Include photos, videos, and parent testimonials.
Define Your Audience: Facebook Ads Manager allows you to target your ads to specific demographics, including parents within certain age ranges, geographical locations, and even those with specific interests.
Craft Compelling CTAs: A strong Call-To-Action (CTA) can significantly increase engagement on your posts. Whether it's "Book a tour now," "Apply today," or "Learn more about our curriculum," make sure your CTA is clear, compelling, and easy to follow.
Leverage Facebook Live: Host live Q&A sessions, virtual tours, or student performances. This not only gives prospective families a glimpse into your school culture but it also encourages real-time engagement.

Instagram Marketing for K-12 Private Schools

With its visual focus, Instagram is an excellent platform for showcasing your school’s environment, student achievements, and school events.

Create a Consistent Aesthetic: Your Instagram feed represents your school's brand. Make sure your posts follow a consistent theme or color scheme. This could be your school colors or a specific style that reflects your school's personality.
Use Relevant Hashtags: Hashtags can increase the visibility of your posts. Consider using popular educational hashtags such as #EducationMatters, #SchoolLife, #StudentSuccess, or create a unique hashtag specific to your school.
Post Engaging Content: Share photos from school events, student work, teacher profiles, and more. Create polls or quizzes on Instagram Stories to engage your followers and encourage interaction.

Content Pillar: Showcase student activities blending academics and values. Leverage stories for timely updates.

Facebook Marketing Plan

Facebook allows for tailored targeting to reach diverse parent groups who are pivotal decision-makers in school selection. When creating your Facebook marketing plan and strategy, identify your core parent demographics and craft resonating content. Below are some examples of common parent personas and associated strategies.

Traditionalist Parents

Traditionalist Parents:

Tone and Voice:

Warm, personal, yet professional tone
Speak directly to parents as decision-makers for their child’s education
Emphasize tradition, structure, discipline, and values

Content Strategy:

Posts showcasing school traditions - chapels, assemblies, ceremonies
Images/videos of students in uniforms participating in structured activities
Testimonials from parents about values, discipline, and leadership skills gained
Links to blog articles on school's teaching methodologies and how they shape character

Paid Ads Campaign:

Objective: Increase inquiries for school tours & information packs
Budget: $2,000 for six months ($333/month)
Ad Types: Carousel images/videos, educational lead gen forms
Targeting: Parents with children ages 5-18, within 20 miles of school

Measuring Success:

50+ inquiries from ads per month
5+ social mentions/shares per month
Increased followers and engagement over time
Click-through rate and cost per lead on ads

Tech-Savvy Parents

Tech-Savvy Parents:

Tone and Voice:

Upbeat, forward-thinking tone
Emphasize innovation, technology, and preparation for the future

Content Strategy:

Images/videos of students using tech like iPads, robotics, STEM equipment
Posts showcasing online portals, digital tools, and platforms used
Student spotlights showing tech-related projects
Links to blog articles on the benefits of technology integration in learning

Paid Ads Campaign:

Objective: Increase signups for the school technology tour
Budget: $2,000 for six months ($333/month)
Ad Types: Video views, lead generation
Targeting: Tech-savvy parents, IT industry workers within 20 miles

Measuring Success:

50+ sign-ups for tech tours from ads per month
10+ social shares of tech-focused content per month
Increased followers among target demographics
Click-through rates and cost per lead on ads

The Networkers

The Networkers:

Tone & Voice:

Friendly, engaging tone
Emphasize relationships, community, and togetherness

Content Strategy:

Images/videos of community events - picnics, fundraisers, etc.
Profiles of families and parent groups
Posts inviting engagement and conversation
Links to blog posts from parent contributors

Paid Ads Campaign:

Objective: Boost event attendance & network growth
Budget: $2,000 for six months ($333/month)
Ad Types: Event sign-ups, lead generation
Targeting: Parents in the target area

Measuring Success:

100+ event signups from ads per month
15+ new followers of parent group pages per month
Increased shares and engagement long-term
Click-through rates and cost per lead

The Community Builders

The Community Builders:

Tone & Voice:

Inclusive, welcoming tone
Focus on collaboration, engagement, and unity

Content Strategy:

Images/videos of parent volunteers at school events
Profiles of parent associations and groups
Posts inviting participation and feedback
Blog articles written by parent volunteers

Paid Ads Campaign:

Objective: Increase parent volunteer signups
Budget: $2,000 for six months ($333/month)
Ad Types: Volunteer registration forms
Targeting: Parents in the target area

Measuring Success:

50+ new volunteer signups per month
10+ shares of volunteer appreciation posts
Increased followers/engagement of parent groups
Click-through rates and cost per lead on ads

Instagram Marketing Plan

Instagram's visual nature provides an engaging canvas to showcase student life and school culture to parents in an authentic way. When building your Instagram marketing budget and strategy, consider the primary parent audiences you want to connect with and tailor content accordingly. Below are some examples of strategies catered to common parent demographics.

Traditionalist Parents