School Marketing
Texas:
Attracting More Students

Texas parents are increasingly concerned about several key educational priorities as they seek the best school options for their children. These priorities often reflect broader societal trends and specific needs within the community:

• Rigorous Academics: Parents want schools that offer challenging curricula that prepare students for higher education and competitive job markets. They look for programs that emphasize STEM (Science, Technology, Engineering, and Mathematics) education, critical thinking, and problem-solving skills.
• Safe Learning Environments: Safety is a paramount concern for parents. They seek schools that provide not only physical safety but also emotional support, fostering a healthy school climate free from bullying and discrimination. Parents are increasingly interested in schools with strong mental health resources and proactive safety measures.
• Innovative Programs: Many Texas families are looking for schools that offer unique programs such as arts education, foreign language immersion, and extracurricular activities that promote well-rounded development. Schools that incorporate technology in the classroom and provide hands-on learning experiences are particularly appealing.

Highlight how your school addresses these concerns through rigorous academics, safe learning environments, and innovative programs.

Understanding the economic landscape is crucial for addressing the needs and concerns of Texas families when it comes to private education. Key economic factors include:

• Household Income: The median household income in Texas is approximately $67,321, which is slightly below the national median of $70,784. Families with higher incomes often seek private schooling as an investment in their children's future, while those with lower incomes may be concerned about affordability and financial aid options.
• Cost of Living: The cost of living in Texas varies significantly by region. Urban areas like Austin, Houston, and Dallas have higher living costs compared to rural areas. Parents in these cities may prioritize schools that offer scholarships or flexible payment plans to accommodate their financial situations.
• Job Market Trends: Texas boasts a robust job market, particularly in sectors like technology, healthcare, and energy. Parents are increasingly interested in schools that prepare students for careers in these growing fields through specialized programs and partnerships with local businesses.

Highlight how your school addresses these economic factors by offering competitive tuition rates, financial aid opportunities, and career-oriented programs.

Texas families often prioritize community values that reflect their cultural, ethical, and social beliefs. Understanding these values can help private schools align their messaging and programs with what families care about most. Key community values include:

• Family Engagement: Texas parents place a high value on schools that foster strong relationships between families and educators. They appreciate opportunities for parental involvement in school activities, decision-making processes, and events that promote community bonding.
• Cultural Diversity and Inclusion: Given Texas's diverse population, families seek schools that celebrate cultural differences and promote an inclusive environment. Schools that incorporate multicultural education and respect for various backgrounds are particularly appealing.
• Character Development: Many Texas families emphasize the importance of character education, including values such as respect, responsibility, and integrity. Schools that integrate social-emotional learning and character-building programs into their curricula resonate well with parents.

Showcase how your school integrates these values into its curriculum and culture.

• Austin, TX
• Dallas, TX
• Fort Worth, TX
• Houston, TX
• San Antonio, TX

• U.S. Census Bureau Quick Facts: Texas