Private school enrollments make up more of the market in 2014 than ever before, and those numbers promise to increase well into 2021.
Private schools offer prospective college students a variety of benefits, including smaller class sizes, a greater sense of community, and thriving yet responsive alumni networks.
While private universities may not have the marketing budgets of their public counterparts, these private school marketing strategies can help them compete for the top incoming students.
Online Marketing
Smaller, traditional private colleges and universities can benefit from taking a modern approach to their student recruitment practices.
These schools may not have massive marketing budgets, but a well-made viral campaign can reach the same amount of recruits as a glossy, big-budget advertising campaign.
The best online marketing strategies allow prospective students a down-to-earth glimpse into campus life and show off the school’s unique culture.
Keep the Doors Open
A 2013 poll showed that admissions officials at four-year private schools believe that open house events on campus are a very effective recruitment strategy.
Any solid marketing strategy is all about helping the consumer connect to the lifestyle the product represents.
Open houses allow potential students to experience the private school life first hand, making it easier to imagine themselves there in the future.
This creates a highly targeted demographic for later marketing efforts, such as mailers and email campaigns.
Think Local
While many students imagine themselves going far from home after high school, some of the best recruitment possibilities are within driving distance of a private school campus.
In fact, a 2012 poll showed that 53 percent of students attended schools within 100 miles of home.
One of the most powerful private school marketing strategies is to leverage existing ties within the community to reach out to a broad but local network of prospective students.
Not only are local marketing efforts generally more affordable than national campaigns, but the students those marketing campaigns reach are already predisposed to favor the close proximity of the school.
All Things in Balance
The biggest mistake private schools make when it comes to marketing outreach is to focus exclusively on one strategy or another.
Each of these private school marketing strategies is powerful on its own, but far more effective when integrated into a balanced overall marketing campaign.
Private schools can utilize their creative and technological resources to target a broad audience with meaningful online marketing campaigns while calling upon their community connections to appeal to local applicants for maximum results.
If you need assistance with your marketing, schedule a complimentary strategy session.
