Private School Marketing Campaigns

Part
01
of two
Part
01

Case Studies - US Private School Marketing Campaigns: K-12 Part One

To attract the most students and parents, private schools aim to keep tuition as low as possible. Tuition alone only covers about 60 to 80% of operating expenses. When schools want to add money and increase interest, they use fundraising or various types of marketing campaigns.

Inbound Campaign

  • They have achieved significant results using social media, blogs, gated content and various digital tools in an effort to promote the school.
  • Using a more holistic and focused approach the Academy's web traffic saw a rise of 30%.
  • According to K12 Insight, Sewickley Academy uses inbound marketing and gated content resources to attract new students.
  • Director of Admissions and Financial Aid, Brendan Schneider told a marketing publication: "Since we've started Inbound marketing, four out of five years we've increased our inquiries, applications, and visits over the previous year."

Multimedia Campaign

  • Located in Andover, NH, Proctor Academy is a private co-educational day and boarding school.
  • Proctor uses its Multimedia campaign of live streams and podcasts to showcase the school's unique environment.
  • A Proctor Graduate stated: "Our diverse programs and experiential approach to education develop creative, resilient, and knowledgeable problem solvers who take responsibility for their own learning.

Capital Campaign

  • In October 2006 the school launched a capital campaign and by its completion in January 2011 had amassed $101.4 million in spite of the country being in a recession.
Part
02
of two
Part
02

Case Studies - US Private School Marketing Campaigns: K-12 Part Two

Three case studies of US private school marketing campaigns are: Gould Academy, St. Anne's-Belfield school and Mercy Academy.

Gould Academy

  • Gould Academy in Bethel, Maine have effectively used the content marketing campaign.
  • They have done this using Gould Glog. Gould Glog is a student/faculty blog that publishes new content every workday (students publish Monday, Wednesday, & Friday; faculty on Tuesday & Thursday).
  • The academy uses the Gould Glog to bring its students and teachers voices together to paint a rich, personal and entertaining picture of life. The school also has a strong presence across its social networks, maximizing the amount of times the blog is shared to other potential students and parents.
  • The Gould Glog has racked up nearly 50,000 views since it’s launch in 2006. They have also shared this on their socials like Facebook, where they have amassed 4,112 likes and 4,895 views.

St. Anne's-Belfield School

  • St. Anne's-Belfield School in Charlottesville, VA has effectively used the social media marketing campaign.
  • The school uses mostly Facebook and Twitter since they are broad-reaching platforms, capable of engaging audiences at St. Anne's-Belfield School, in their local Charlottesville community, and all the way across the world to alumni and prospective families.
  • They use their socials to announce news, post photos and videos, make announcements, send out congratulations to community members, and more. Beth Stefani, Director of Communications manages the school website, news, and social media.
  • Their official Twitter page has 1,333 followers and 5,119 tweets, and their Facebook page has 3,598 likes and 3,779 followers. They track every last metric to find out which posts followers like, and those they don't, to ensure future posts rack up more engagement.

Mercy Academy

Research Strategy

To identify case studies of the US private school marketing campaigns, we searched through articles and publications. We focused on identifying the name of the school in the case study, what the campaign involved and success metrics of the case study. We narrowed the case studies to only three, whose campaign success metrics were defined.



Sources
Sources

From Part 01
Quotes
  • "Since we've started Inbound marketing, four out of five years we've increased our inquiries, applications, and visits over the previous year."
  • "Our diverse programs and experiential approach to education develop creative, resilient, and knowledgeable problem solvers who take responsibility for their own learning."