Insights by Camila

Category: Marketing Research

  • Measuring the Right Metrics for School Communications

    Measuring the Right Metrics for School Communications

    2–4 minutes

    In school marketing, communication only works if it reaches the right audience and delivers results. For us, that means not only attracting new families but also keeping current families engaged. The challenge (and the opportunity)  lies in measuring effectiveness for both groups. In this post, I’ll walk through the metrics our school tracks (or hopes to track more effectively) as a way to spark ideas for your own school’s communication strategy.

    Prospective Families: Attracting New Interest

    When it comes to bringing in new families, ads, websites, and inquiry emails are our strongest tools. The metrics that matter most include:

    • Landing page views and clicks on ads and the website, which show whether families are curious enough to learn more. 
    • Inquiries and tour bookings from the website, which measure intent and move prospects closer to enrollment.
    • Engagement (specifically from non-followers) on social media campaigns, which helps gauge how well we’re reaching beyond our existing community.

    We’ve even tested A/B ad creative and copy to see what resonates best. Of course, these metrics will look different for every school. For example, a brand-new school might track ad impressions and inquiries most closely as they work to build awareness, while an established school with strong name recognition might focus more on tour bookings and applications. As you get started in your own data tracking journey, look for patterns and use them to set expectations and make educated conclusions about your school’s marketing.

    The real power of metrics isn’t in tracking everything, but in choosing the numbers that matter most for your school’s goals.

    Current Families: Strengthening Engagement

    For current families, the goal shifts from awareness to connection. Social media, consistent emails, and events help us build community and trust. Here, key metrics include:

    • Engagement and followers on social media, reflecting how families interact with our content.
    • Open and click rates for email newsletters, which show whether our updates are actually being read.
    • Event attendance and survey results, which give us direct insight into family satisfaction.
    • Reviews and word-of-mouth feedback, harder to quantify but vital for understanding overall sentiment.

    In this area, we’ve noticed that parents and students love content that highlights student stories, which reinforces the value of consistent student-forward campaigns. Different schools will emphasize different measures of family engagement. For instance, a small neighborhood school may prioritize event attendance since community gatherings are at the heart of their culture, while a large international school might rely more heavily on survey results and email engagement to understand families who are spread across a wider area. The key is to identify which numbers truly reflect family engagement for your school, then track them consistently to see progress over time.

    Why Metrics Matter

    The real power of metrics isn’t in tracking everything, but in choosing the numbers that matter most for your school’s goals. For some, that may mean focusing on inquiries and tour bookings to fuel enrollment growth. For others, it could be survey results and event attendance to strengthen parent satisfaction. Measuring effectiveness across both prospective and current families ensures that your brand voice not only attracts new interest but also deepens loyalty within your community.

    💡As you look at your own communications, which metrics would give you the clearest picture of both how well you’re reaching new families and how well you’re engaging the ones already walking your halls?

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  • Leading with Data: How Research Makes You a Better School Marketing Leader

    Leading with Data: How Research Makes You a Better School Marketing Leader

    2–3 minutes

    Being a marketing leader in schools means more than just managing campaigns or posting on social media. It means being a strategic partner, a trusted advisor, and a credible voice at the table when important decisions are made. So how do you achieve and maintain that credibility? By letting research and data guide your marketing decisions.

    “Good marketing leaders don’t just rely on intuition; they use data to create stronger strategies.”

    Why Data Matters for School Marketing Leaders

    In school marketing, intuition and creativity certainly have their place. But as a leader, your ideas carry much more weight when they’re supported by clear, reliable data. Good research gives you credibility, helps your school make better decisions, and ultimately positions you as someone who drives results rather than just suggests ideas.

    Here’s how data helps you stay ahead:

    1. Data Supports Strategic Planning

    Good marketing leaders don’t just rely on intuition; they use data to create stronger strategies. By regularly reviewing enrollment trends, retention rates, and competitor data, school marketers can identify what’s working, what’s not, and where opportunities lie.

    For example, tracking advertising metrics such as ad clicks, social media engagement, and website traffic helps determine exactly where to invest resources. Are social ads outperforming Google ads? Is email marketing generating meaningful engagement? Using this data to guide your decisions ensures your strategy is thoughtful, targeted, and effective.

    2. Data Demonstrates Your Marketing Impact

    School leadership and boards often wonder, “Is our marketing budget actually working?” Good marketing leaders use data to answer this question clearly. When you can show how marketing efforts directly contribute to key goals like increased inquiries, higher attendance at admissions events, or improved parent satisfaction, you reinforce your value and protect your team’s budget.

    Consider a scenario where your ad metrics show clear increases in website traffic that correlate with an uptick in admissions inquiries. This direct connection between data and outcomes not only justifies current spending but positions you to request additional resources confidently.

    3. Data Builds Trust and Credibility

    When your recommendations are consistently backed by solid research data, your team and school leadership trust you more. Decisions supported by numbers feel less risky than those based solely on intuition. Over time, this trust grows, giving you greater influence in decision-making processes.

    For example, presenting data that clearly shows improved open-house attendance when marketing emails are sent on specific days or at specific times gives your recommendations credibility and makes you a trusted partner in strategic planning conversations.

    Putting it into Practice

    If you’re just beginning to use data in your school marketing role, start small. Regularly review and present simple metrics that matter most, such as:

    • Enrollment and retention numbers
    • Website and landing page analytics
    • Social media and email engagement metrics
    • Advertising effectiveness

    Use this data not just for reporting—but to inform future strategies, justify your budget requests, and demonstrate your value as a leader.

    The difference between good marketers and great marketing leaders in schools often comes down to one thing: their ability to use data strategically. By consistently incorporating research data into your decision-making, you’ll not only become a more effective marketer—you’ll firmly establish yourself as a trusted marketing leader.

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  • Stop Guessing, Start Testing: Experimenting in School Marketing 

    Stop Guessing, Start Testing: Experimenting in School Marketing 

    2–3 minutes

    In school marketing, it’s tempting to stick with what’s familiar—repeating the same ads, events, and messaging year after year simply because they’ve worked “well enough.” But effective marketing shouldn’t rely on guesswork. What if a small change could dramatically boost your results?

    Embracing simple marketing experiments empowers schools to discover exactly what resonates with families, driving smarter decisions, stronger enrollment, and better use of resources. Even straightforward, low-risk experiments can provide immediate insights and significantly elevate your marketing effectiveness.

    At my organization, we’ve recently considered two big questions:

    1. Do video ads really work better than graphic ads on social media?
    2. Should our ads link to custom landing pages or to general program pages on our website?

    Instead of guessing, we decided to run simple marketing experiments to find clear answers.

    Marketing experiments don’t have to be complicated. Even small, straightforward tests can lead to big insights…

    Experiment 1: Video Ads vs. Graphic Ads

    We often wonder: Are video ads worth the extra effort and cost compared to graphics? To find out, we’ll create two nearly identical ads—one as a short video and one as a static graphic—and then run both simultaneously.

    We’ll track:

    • Clicks: Do families click on videos more than graphics?
    • Engagement: Do videos hold attention better and generate more likes and shares?
    • Inquiries: Do videos actually lead to more inquiries about enrolling?

    This straightforward approach helps us see exactly what works—and why.

    Experiment 2: Custom Landing Pages vs. General Pages

    Another common debate: Should an ad direct families to a special landing page specifically designed for that ad, or just send them to the general admissions or program page?

    To test this, we’ll:

    • Run the same ads, but direct half to a custom landing page (tailored specifically to the ad’s message) and the other half to our general admissions page.
    • Measure time spent on page, form completions, and ultimately, applications or inquiries generated.

    We think custom landing pages might perform better because they deliver exactly what families expect after clicking an ad—but testing it will prove if that’s truly the case.

    How We’ll Test It: A Simple “A/B” Approach

    This method, often called an A/B test, lets us compare two versions (Version A vs. Version B) of a single element to see which performs better. The beauty of this method is its simplicity:

    • One clear difference (video vs. graphic, custom vs. general landing page).
    • Equal audience groups see each version.
    • Easy-to-measure results give us clear answers.

    Why Experimentation Matters

    Running these small experiments is critical because it helps our team make smarter, more informed decisions about how to use our marketing resources. Instead of relying on assumptions, we gain real data about what truly resonates with our audience—making our marketing stronger and more effective.

    Marketing experiments don’t have to be complicated. Even small, straightforward tests can lead to big insights that help your school reach more families, make better connections, and ultimately boost enrollment.

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  • Not All Surveys Are Created Equal: Getting Better Data in School Marketing

    Not All Surveys Are Created Equal: Getting Better Data in School Marketing

    2–3 minutes

    You send out a survey to parents after an open house. A few responses trickle in. The data feels… underwhelming. You shrug and think, “Well, at least we asked something.”

    But did we actually learn anything useful?

    In school marketing, surveys are everywhere—event follow-ups, family satisfaction check-ins, even branding research. But here’s the truth: not all surveys are created equal. A poorly designed survey doesn’t just waste time—it can point your strategy in the wrong direction.

    Good Survey vs. Bad Survey (And Why It Matters)

    A good survey asks the right questions, in the right way, to the right people. It gives you clear, reliable, and actionable insights. A bad survey? It might confuse respondents, encourage bias, or collect data you’ll never actually use.

    Here’s an example:

    Bad: “Don’t you agree that our school offers excellent academic support and extracurriculars?”

    Good: “How satisfied are you with our school’s academic support?” followed by “How satisfied are you with our extracurricular offerings?”

    The first question is leading and double-barreled—you won’t clearly understand what the respondent agrees or disagrees with.

    Another common mistake? Asking questions that parents can’t reliably answer, like “How many minutes did you spend reading the last newsletter?” Instead, ask something more approachable like, “How often do you read our school newsletter?” with a multiple-choice range.

    A well-designed survey doesn’t just ask—it listens, learns, and leads.

    Why Should School Marketers Care?

    We rely on surveys to gather feedback from parents, students, staff, and alumni—but a flawed survey can result in misleading data, frustrated respondents, or even a loss of trust.

    Imagine relying on skewed survey results for critical decisions about messaging, events, or program offerings. That’s a risk most schools can’t afford.

    And here’s the kicker: bad surveys don’t just result in bad data—they can actually reduce future participation. Once families feel a survey is confusing, irrelevant, or overly long, they’re less likely to engage next time.

    More Isn’t Always Better

    It’s tempting to believe that something is better than nothing—but when it comes to research, that’s not always true.

    Bad data can create the illusion of insight. It can lead your team down the wrong path, make your marketing feel tone-deaf, or fuel decisions that don’t reflect your families’ real needs.

    A thoughtful survey with fewer, more targeted questions will always outperform a longer one filled with vague or unfocused items.

    Best Practices for School Surveys

    If you’re building a survey for your school community, here are a few tips to keep it effective and insightful:

    • Start with your end goal in mind. What decisions will this survey help you make?
    • Avoid double-barreled or leading questions. One idea per question, no assumptions.
    • Use familiar language. Write in the tone your audience uses every day.
    • Keep it short and strategic. Only ask what you truly need to know—and are prepared to act on.
    • Test it first. A quick pilot with a few colleagues can catch confusing wording or layout issues.

    Good surveys help you listen better. They give families a voice, uncover hidden insights, and empower your team to make informed decisions that align with your school’s goals.

    Before launching your next school survey, ask yourself: Are we gathering real insights, or are we just collecting data for data’s sake?

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  • From Data to Decisions: Designing School Marketing Research with the End in Mind

    From Data to Decisions: Designing School Marketing Research with the End in Mind

    2–3 minutes

    Marketing research, like any good strategy, works best when it starts with a clear destination. Too often, schools launch campaigns, host events, or gather data without first asking the most important question: What does success look like?

    This is where the “design with the end in mind” concept comes into play. Whether forming a research plan, developing a marketing strategy, or planning an admissions event, starting with the goal ensures every step is intentional and effective.

    Why Schools Need to Start with the End Goal

    In school marketing, it’s easy to get caught up in vanity metrics—likes, shares, clicks—without fully understanding their impact on the bigger picture. The ultimate goal is always enrollment, but how often do schools align their marketing research and strategies with this in mind?

    For example:

    • Vague Goal: “We need better social media engagement.”
    • End-Driven Goal: “We need social media content that leads to more admissions inquiries.”

    • Vague Goal: “We should host an open house.”
    • End-Driven Goal: “We need an open house experience that directly increases applications.”

    By clearly defining what success looks like from the start, schools can avoid wasted efforts and focus on actions that truly move the needle.

    Applying This Concept to Marketing Research

    Marketing research is only useful if it answers the right questions. Instead of collecting data just for the sake of it, schools should design research plans with the end goal in mind:

    • If the goal is to increase enrollment, research should focus on understanding what factors influence a family’s decision to apply.
    • If the goal is to refine marketing messaging, qualitative research (such as parent testimonials) can reveal which aspects of the school’s value proposition resonate most.

    In my experience, our team has shifted from broad, open-ended research to focused data collection that directly informs decision-making. This change has helped us track what actually drives inquiries, applications, and long-term engagement.

    …our team has shifted from broad, open-ended research to focused data collection that directly informs decision-making.

    Aligning Marketing with Meaningful Outcomes

    Schools spend significant time and resources on marketing and outreach. But without a clear end goal, much of that effort can go to waste.

    By designing research, campaigns, and strategies with the final outcome in mind, schools can ensure that every decision serves a purpose—and ultimately contributes to what matters most: enrollment growth, family engagement, and long-term success.


    So, the real question is: Is your school’s marketing strategy truly aligned with its end goal?

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  • The Value of Marketing Research in School Marketing

    The Value of Marketing Research in School Marketing

    2–3 minutes

    In school marketing, the most important data point is always enrollment numbers. At the end of the day, every marketing effort—from social media campaigns to email outreach—ultimately supports the goal of attracting and retaining students. But here’s the challenge: marketing data rarely gives a direct answer. Is that Facebook ad responsible for increased enrollment? Did that open house actually lead to new applications, or was it just good word of mouth?

    It’s easy to go with your gut in marketing, especially when working with complex or indirect data. But over time, data tells a story—and that story shapes better decision-making.

    …over time, data tells a story—and that story shapes better decision-making.

    Why Schools Need Marketing Research

    Many schools focus on surface-level marketing metrics like ad clicks, impressions, social media engagement, and email open rates, but without research, these numbers lack context. Marketing research helps schools:

    • Understand Parent Behavior – What motivates a family to enroll? What are their concerns?
    • Optimize Marketing Strategies – Which channels drive the most engagement? Are certain messages resonating more?
    • Improve Event & Campaign Impact – Are open house attendees actually applying? Which outreach methods are most effective?
    • Support Stakeholder Decisions – Data helps schools demonstrate marketing’s value to leadership and justify budget allocation.

    Beyond the Gut Feeling: Why Tracking Marketing Efforts Matters

    For a long time, my team wasn’t prioritizing data. We created great campaigns, engaged with families, and made informed decisions—but we didn’t have a system in place to truly track and analyze marketing effectiveness. This year, we committed to integrating data into our decision-making process. Now, we track key performance indicators (KPIs) across digital marketing, admissions events, and long-term trends to see what’s working (and what’s not).

    The biggest lesson? Figuring out which data speaks for your team is vital. For day-to-day and month-to-month planning, marketing data helps us tweak strategies. But at the end-of-year stakeholder meeting, data speaks volumes—translating marketing efforts into concrete results.

    Marketing research isn’t about finding one magic number that answers everything. It’s about identifying patterns, testing strategies, and making informed decisions to drive enrollment and engagement. Schools that take the time to track, analyze, and adapt their marketing efforts based on data will always be better positioned for success.

    So, what data points matter most for your school? And more importantly—what story is your data telling?

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