Insights by Camila

Tag: Admissions

  • 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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  • When School Communications Work — and When They Don’t (Yet!)

    When School Communications Work — and When They Don’t (Yet!)

    2–3 minutes

    Not all communication channels are equally effective, but every channel contributes to how families perceive your school’s brand. In marketing communications, the goal is to keep everything aligned under one voice, even if some channels are still a work in progress. In my experience working with a multi-campus school organization, I’ve seen firsthand which types of communication deliver strong results and which require more patience.

    Social Media: A Consistent Win

    Social media has been our most effective communication tool. One reason it performs so well is its ability to bring a large audience together — parents, students, extended families, and the broader school community. It delivers our message on a larger scale while still feeling more relaxed and approachable than official school channels like emails or newsletters. With multiple campuses, we needed a clear strategy and training to ensure one brand voice across accounts. Now, even our newest campuses see steady growth and engagement. Posting five times a week with a mix of classroom stories, events, and campaigns has made social media our strongest communication platform.

    Email: A Work in Progress

    Email marketing is a tougher channel, but it has unique advantages that keep us committed. We began investing in email because, unlike social media where content is scrolled past quickly, email has the potential to be personal, targeted, and measurable. We’ve tested event invitations, drip campaigns for prospective parents, and “Did you know?” stories for current families. Engagement may be lower than other channels, but consistency matters. Over time, regular inbox presence helps build familiarity, trust, and recognition.

    Ads: Building Brand Presence

    Because of our organization’s size, we’ve been able to run Meta and banner ads year-round, updating them every few months to reflect admissions trends and campus events. Most schools won’t operate on this scale, and that’s okay. If you’re just starting out, I recommend beginning with Meta ads — they’re cost-effective and allow precise targeting to prospective families. As your strategy matures, adding banner ads through platforms like AdRoll or Google creates more touchpoints and keeps your school name top-of-mind. Ads, when done consistently, help reinforce your positioning and extend your reach beyond your immediate community.

    Final Thoughts

    The truth is, communication channels don’t all deliver results at the same pace. Social media creates community quickly, ads build brand presence steadily, and email works more quietly in the background to nurture trust. What matters most is showing up consistently across channels so families experience your brand in one clear and reliable voice.

    What’s your story? 💡 Which of your school’s communication channels are working well, and which ones simply need more patience and consistency to pay off?

  • Aligning the Marketing Mix With Your School’s Positioning

    Aligning the Marketing Mix With Your School’s Positioning

    2–3 minutes

    In marketing, positioning is the space a brand occupies in the minds of its audience. It’s not just what you offer, but how you’re perceived compared to alternatives. A clear positioning explains who you are, who you serve, and why families should choose you.

    For K-12 schools, positioning is especially important. Parents are not only comparing you to other private schools, but also to public, charter, and homeschooling options. The way you deliver your programs, structure your tuition, manage your admissions process, and promote your story all reinforce (or weaken) your positioning. This is where the marketing mix (product, price, place, and promotion) comes in.

    Product: The Educational Experience

    Your “product” is more than your curriculum. It’s the full student experience: academics, extracurriculars, facilities, teacher quality, and even after-school care. For example, a Montessori school positions itself around independence and curiosity, so the classrooms, teaching style, and even furniture should reflect that. A traditional college-prep academy emphasizes rigor, so advanced coursework and strong faculty credentials must be part of the product.

    Price: Tuition and Value Perception

    In private education, tuition is more than a number, it signals positioning. A school that positions itself as elite cannot undercut its tuition without losing credibility. On the other hand, a community-focused school might intentionally set tuition at a more accessible level to match its promise of inclusivity. Families don’t just weigh the cost, they weigh whether the experience matches what the tuition suggests.

    Place: Campus and Access

    “Place” is both physical and digital. Parents care about your facilities, campus safety, and accessibility, but they also care about how easy it is to learn about your school online. A school positioned as “future-ready” should not frustrate families with outdated websites or a clunky admissions process. For example, a school promoting innovation might offer virtual campus tours and a streamlined online application, while a school emphasizing tradition might highlight historic facilities and in-person admissions events. The delivery should match the promise.

    Promotion: Storytelling and Engagement

    Promotion is how schools bring their personality and positioning to life. For example, a nurturing, family-centered school might host events like “PJs & Picturebooks” where parents and children experience the warmth of the staff in person. A STEM-focused school, on the other hand, might showcase robotics competitions and coding clubs through videos and social media updates. The point isn’t just advertising, it’s creating experiences and stories that help families feel what makes your school unique.

    The marketing mix only works when it’s aligned with positioning. If a family engaged with your programs, tuition, admissions process, and promotions today, would they walk away with a clear and consistent sense of who you are as a school?

  • 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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  • 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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  • Winning Parent Trust in School Marketing

    Winning Parent Trust in School Marketing

    2–4 minutes

    For families choosing a school, trust plays a huge role. Parents want more than academics—they need to feel confident that their child will be supported and safe in an environment that reflects their values. Schools that build strong relationships with families don’t just increase enrollment; they create lasting connections that lead to engaged communities and positive word-of-mouth.

    How Schools Can Earn and Keep Parent Trust

    1. Clear and Honest Communication

    Trust starts with honesty. Parents want straightforward communication about school policies, safety measures, academics, and expectations. Schools that openly share updates and respond to concerns show families they have nothing to hide. Whether it’s through emails, meetings, or social media, keeping parents informed builds confidence and trust.

    1. Real Stories, Real Connection

    Families relate to real experiences, not just polished marketing. Schools can build trust by featuring real student achievements, testimonials, and behind-the-scenes moments that reflect the school’s culture. Whether through video spotlights, parent interviews, or classroom highlights, showing authentic experiences makes messaging more engaging and relatable.

    1. Consistency Builds Confidence

    Parents feel more confident in a school when its messaging is clear and consistent. Whether they see an update on social media, read a newsletter, or speak with staff, the message should align. When branding and communication are unified across platforms, it reinforces trust and helps families feel secure in their decision.

    1. Building Relationships Beyond the Classroom

    Trust grows when schools actively involve families. Hosting events, encouraging parent participation, and providing volunteer opportunities all show that the school values its community. The more parents feel like they belong, the more likely they are to trust the school and advocate for it.

    Trust in Action: The Student Spotlights Campaign

    At our school, a recent student spotlight campaign was designed to highlight students talking about their niche interests—whether in art, sports, science, or other fields. The initial goal was to showcase our academic and extracurricular programs, but what emerged was something even more powerful. The students’ responses reflected the very heart of our school’s mission: they were well-spoken, kind, eager to learn, compassionate toward others, and more. These stories were more than just promotional material; they became a testament to the school’s impact.

    These stories were so authentic and impactful that we made sure to share them across multiple platforms for our wider audience to see. Current families saw reinforcement of the values they already trusted, prospective parents gained insight into the kind of students our school nurtures, and even prospective teachers saw the school’s culture in action. The campaign became a living example of how trust is built—not just through words, but through the voices of the students themselves.

    Common Mistakes That Hurt Trust

    • Lack of Follow-Through – Overpromising without proof can quickly erode trust. If schools promote programs or opportunities, they must ensure those offerings match reality. Families need to see evidence that their expectations will be met.
    • Overlooking the Parent & Student Perspective – Messaging that doesn’t reflect real family and student experiences can feel disconnected and impersonal.
    • Inconsistent Brand Messaging – Differing messages across campuses, websites, or social media can create confusion and weaken credibility.
    • One-Way Communication – Schools that just send out updates without opening a conversation lose chances to connect and build trust with families.

    Winning and maintaining parent trust is an ongoing process. Schools that prioritize transparency, authenticity, consistent communication, and active community engagement will stand out in a competitive landscape. When trust is strong, families naturally become the school’s best advocates, sharing their experiences and strengthening its reputation.

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  • Consistent & Clear: Mass Communication for Multi-Campus Schools

    Consistent & Clear: Mass Communication for Multi-Campus Schools

    2–4 minutes

    Mass communication is an opportunity for organizations to deliver unified messaging across multiple channels to diverse audiences. In school marketing, this could mean maintaining clarity across multiple campuses while tailoring messages for local engagement. In an era where digital communication dominates, schools must adopt mass communication strategies to ensure consistent messaging across multiple platforms. For multi-campus schools, this challenge becomes even greater, as each campus has its own unique community while still being part of a larger organization. The key to effective mass communication in school marketing is ensuring messaging remains consistent and clear across all campuses while still maintaining local relevance.

    The Importance of a Unified Brand Across Campuses

    When parents and prospective families engage with a school’s brand—whether on social media, a website, or through digital ads—they expect a cohesive experience. Inconsistent messaging across campuses can create confusion, diminish trust, and weaken the organization’s credibility. Mass communication plays a crucial role in eliminating these inconsistencies by providing a structured approach to messaging that aligns all campuses under a unified brand voice.

    A strong, unified brand presence reassures families, faculty, and community members that each campus shares the same values and mission. Ensuring clarity and alignment in communication builds trust and fosters a seamless experience, making it easier for families to connect with the organization regardless of where they interact with the brand. Schools that prioritize consistent messaging not only strengthen their reputation but also increase engagement and can improve enrollment outcomes.

    Image by Camila Carruyo

    Strategies for Maintaining Consistent Messaging Across Campuses

    Maintaining consistent messaging across multiple campuses doesn’t mean every post, ad, or campaign needs to be identical. Instead, schools should establish clear guidelines while allowing some flexibility for individual campuses. Here’s how:

    1. Develop a Core Messaging Guide

    Creating a centralized messaging guide helps ensure that all campuses communicate in a way that aligns with the school’s brand identity. This guide should outline key brand messages and values, approved language and tone, design standards, and visual elements. It should also provide guidelines for adapting content for specific campuses while staying on-brand.

    1. Define Your Content Strategy

    A well-structured content plan allows schools to maintain brand consistency while tailoring messaging to each campus’s needs. One of the most effective tools for this is the use of content pillars—broad themes that guide messaging across different platforms while allowing for flexibility in local execution. These pillars help ensure that all campuses focus on key brand narratives while adapting them to their local communities. Schools can also achieve consistency by establishing a library of shared content templates for social media, newsletters, events, and more.

    1. Ensure Alignment in Paid Ads

    When running paid digital advertising for multiple campuses, it’s essential to ensure that messaging stays aligned with the overarching brand. On my team, all ads are centrally managed in the main marketing office to ensure consistency while addressing each campus’s specific needs. The marketing team ensures that all campaigns use a cohesive brand voice, visuals, and strategic positioning. We also refine our approach through A/B testing to maximize effectiveness while reinforcing our organization’s mission and values.

    By implementing these best practices, multi-campus schools can ensure that their marketing efforts feel cohesive and professional while still allowing for individual campus differentiation. A strong, unified brand presence helps schools build trust, engage families, and maintain a consistent reputation across all communication channels, ultimately leading to higher retention and enrollment growth.

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  • KPIs and How to Use Them in School Marketing

    KPIs and How to Use Them in School Marketing

    2–3 minutes

    Key Performance Indicators (KPIs) are measurable values that help schools track and assess the success of their marketing efforts. In a school marketing setting, KPIs provide data-driven insights that go beyond assumptions, ensuring that outreach efforts effectively engage prospective families, retain current students, and strengthen the school’s brand. 

    Common KPIs in School Marketing

    Schools can track a variety of KPIs to understand how their marketing efforts are performing. My team and I like to focus on what we believe are the most important, including: 

    • Website Traffic and Conversions — The number of visitors to the school’s website, the time they spend on key pages, and how many complete an action (e.g., filling out an inquiry form or booking a tour).
    • Social Media Engagement — Likes, shares, comments, and overall interaction rates on social platforms like Facebook and Instagram, which indicate how well content resonates with the audience.
    • Email Open and Click-Through Rates — A key indicator of how effective email marketing campaigns are in reaching and engaging prospective families.
    • Event Attendance — The number of families who attend open houses, campus tours, or other admissions-focused events, which reflects the success of event promotion strategies.
    • Inquiry-to-Enrollment Ratio — A critical KPI that shows how many prospective families move from initial inquiries to actual enrollment.
    • Parent and Student Satisfaction Scores – Surveys that measure the overall satisfaction of families, helping schools refine their communication and retention strategies.

    Practical KPI Strategies for Schools

    • Set the Right Metrics — Choose KPIs that align with your school’s marketing goals rather than tracking everything at once.
    • Avoid Vanity Metrics — High social media likes are great, but they should translate into meaningful actions like inquiries and applications.
    • Test and Optimize — Schools should regularly experiment with different approaches, such as A/B testing email subject lines or adjusting website layouts to improve engagement.
    • Use Multiple Data Sources — Combine insights from social media analytics, website performance, and CRM data to get a complete picture of marketing effectiveness.
    • Make KPI Reviews Routine — Schools should set up regular meetings to assess KPI progress, discuss trends, and adjust strategies accordingly.

    The Role of KPIs in Long-Term Success

    KPIs are essential for schools looking to maximize their marketing efforts. By tracking the right metrics and applying insights strategically, school marketers can enhance engagement, improve outreach, and ultimately drive enrollment. With a data-driven approach, schools can move beyond guesswork and ensure their marketing initiatives deliver real results.

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    Written by

    Camila Carruyo

  • Is Brand Purpose Really Essential? How Schools Can Stand Out with Purpose

    Is Brand Purpose Really Essential? How Schools Can Stand Out with Purpose

    2–3 minutes

    Convenience and quality often take center stage when families choose a school for their children. The nearest school may offer the convenience of a short commute, while schools boasting high test scores or a surplus of extracurriculars claim a mark of quality. But is convenience or “quality” enough to drive long-term loyalty and advocacy from families? Brand purpose—the why behind your school—sets successful schools apart and makes them worth the extra effort for families.

    When your school’s purpose aligns with a family’s values, you become more than an option; you become the answer.

    Why Brand Purpose Matters

    Brand purpose is what elevates a school from being “good enough” to being indispensable. It’s   the promise that families can count on, beyond test scores or proximity. For schools, this could mean providing a nurturing community, instilling character alongside academics, or fostering a lifelong love of learning.

    When parents resonate with a school’s purpose, they’re more likely to drive across town or adjust their schedules because they see the school as aligned with their values and their vision for their child’s future. When your school’s purpose aligns with a family’s values, you become more than an option; you become the answer. Without a clear purpose, a school risks being seen as just another option among many.

    Image by Camila Carruyo

    A Real-World Example

    In my experience as a school marketer, I’ve seen brand purpose transform how parents perceive a school. Recently, our team launched a series of student spotlights showcasing individuals from various disciplines: STEM, Athletics, and Art. In unscripted interviews, these high school students shared their experiences, highlighting their favorite teachers and coaches, the empowering challenges they’ve faced, and the unwavering support they’ve received. 

    These spotlights weren’t about test scores or proximity. They showcased how the school’s mission—to provide a foundation for life through Christian education, supportive teachers, and excellent academics—is lived out in each student’s journey. The authenticity of these stories resonated deeply with families and perfectly illustrated our brand purpose.

    This alignment between brand purpose and parental values made all the difference. Families who enrolled often shared that they felt the school was uniquely equipped to meet their needs and aspirations, which in turn fosters loyalty and advocacy.

    Practical Steps for School Marketers

    To leverage brand purpose effectively, school marketers can:

    • Develop Parent Personas: Use data and interviews to understand the motivations and concerns of your ideal families. Read more about how to create parent personas effectively .
    • Polish Your Digital Footprint: Ensure your website and social media reflect your school’s brand purpose. Use photos and videos to demonstrate your values through student spotlights, staff shout-outs, and more. 
    • Foster Parent Advocacy: Encourage families to share their experiences through testimonials, review platforms, or school events. If you’re looking for more ways to deepen family connections, check out my blog post on Turning Families into Fans.

    In an era where convenience and quality often dominate decision-making, brand purpose offers something deeper: a reason for families to connect with your school on an emotional and personal level. When families believe in your school’s purpose, they don’t just enroll—they become advocates. That is the power of purpose-driven branding. Embrace it, and you’ll inspire loyalty, trust, and long-term commitment from the families you serve.

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    Written by

    Camila Carruyo

  • Understanding Families: The Power of Parent Personas in Schools

    Understanding Families: The Power of Parent Personas in Schools

    3–4 minutes

    With years of experience crafting Parent Personas for schools, I have seen firsthand how this practice transforms our approach to marketing and admissions. By collaborating with our admissions teams, we’ve been able to craft detailed profiles based on current and prospective families, ensuring that our marketing efforts resonate with the right people. This approach not only benefits us on the marketing side, but also strengthens the connection between the school and their community.

    What are Parent Personas? 

    Parent Personas are detailed profiles that represent the families that your school aims to attract and serve. These personas are most efficiently and effectively created alongside the admissions team as they are based on real insights from current and prospective families. 

    These personas go beyond just descriptions—they’re tools that help you develop everything from marketing campaigns to school events. Parent Personas give you the opportunity to be intentional about the ways that you can interact with your school families which furthermore sets the stage for more meaningful connections. 

    Creating a Parent Persona

    Creating well rounded Parent Personas is key to ensuring your marketing efforts are relevant and impactful. Here’s how my team ensures our personas are as detailed and effective as possible:

    1. Define the Basics

    Name, age range, level of education, occupation, salary, and “entry”

    This section is straightforward. Come up with a name that represents your parent group, define an age range, tell us what their level of education is, what they do for work, estimate their annual salary, and tell us how they found out about your school (website, referral, etc).

    1. Identify Needs, Concerns, and Expectations

    Create a bio that encapsulates your persona. 

    Here are some questions you can ask: 

    • What grade is their child in?
    • Where do they spend their money/time?
    • What kind of school were they at before? (if applicable)
    • Why are they looking to change their school? (if applicable)
    • What do they love about your school specifically? Or about the idea of coming to your school?
    • What are their top 3 needs?
    • What are their top 3 concerns? 
    • What are the expectations they come in with?
    1. Reflect

    Now that you know a bit about your parents, this is when you need to look inward.

    Ask yourself:

    • Based on their top 3 needs, how can we help serve those needs? 
    • Based on their top 3 concerns, what are solutions we can provide?
    • Based on their expectations, where is the disconnect between what they expect and what we offer?

    Putting Your Parent Personas to Work

    So, now that you have your first Parent Personas, how can you put them to work? One example from my experience involved a Parent Persona representing families hesitant about private school tuition. By understanding their concerns, my team and I were able to develop a campaign that focused on value. We used testimonials from parents, teachers, and even current students to highlight the short- and long-term benefits of private school education. We were able to target this demographic directly and the campaign effects even trickled into our other parent categories as well. 

    As a result, we saw an increase in:

    • Tour Bookings: Families who had expressed hesitation finally took the next step.
    • Social Media Engagement: Campaign posts resonated with current and prospective families, meaning people were liking, commenting, and sharing our posts with the community.
    • Retention Rates: Our campaigns reignited trust and satisfaction among our current families, resulting in higher retention rates. 

    Parent Personas ensure that your school’s marketing efforts are purposeful and impactful. They can help guide your messaging, connect with families, and build lasting relationships. Whether you’re creating big marketing campaigns, brainstorming email topics, or coming up with ideas for school events, Parent Personas serve as a roadmap to success.

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    Written by

    Camila Carruyo