Insights by Camila

Tag: Community Building

  • How Brand Personality Builds Trust (or Breaks It)

    How Brand Personality Builds Trust (or Breaks It)

    1–2 minutes

    Every school has a personality. Parents notice it in the way your school communicates, the words you choose in your materials, and even the feeling they get when walking into your campus. But just like with people, a personality that feels out of touch or dishonest will push families away.

    What Story Is Your School Telling?

    If your school positions itself as “warm and family-centered,” parents expect to see that promise lived out in every detail: friendly staff greetings, consistent communication, and community-focused events. If your personality is “innovative and future-ready,” families will look for evidence in your curriculum, technology use, and student projects.

    Ask yourself: When families look around, from your website to your hallways, does the story you tell match the experience they actually see? If not, that gap can quickly weaken trust.

    …problems arise when a school says one thing and shows another.

    Examples of School Personalities

    A Montessori school may emphasize traits like “independent, curious, and student-led.” A traditional school might lean into “structured, disciplined, and academically rigorous.” Neither approach is wrong, but problems arise when a school says one thing and shows another. Branding elements, from website tone to social media posts, are most effective when they consistently reinforce the personality families experience in real life.

    Why This Matters for Trust

    Parents choose schools not only for academics but also for the environment they are sending their child into each day. A school that claims to be welcoming, innovative, or community-driven must demonstrate those qualities in visible, consistent ways. A school’s brand personality is only powerful when it feels true to the families you serve and true to the experience you provide.

    ★ So here’s the deeper question: If your school’s personality walked into the room today, would families immediately recognize it as the same one they encounter in your classrooms, your communications, and your community?

  • 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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  • 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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  • 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

  • Using Empathy to Strengthen School Communities

    Using Empathy to Strengthen School Communities

    2–4 minutes

    Empathy is the foundation of meaningful connections and a fundamental element of effective school marketing. By understanding and addressing the emotions, experiences, and values of your school community, you can create campaigns that truly resonate. Throughout my career in school marketing, I’ve seen firsthand how empathy-driven campaigns build trust, foster engagement, and expand our audience in ways no other approach can.

    Empathy in Action: Listening and Responding

    One of my most impactful campaigns was our school’s year-long 20th-anniversary celebration. The driving force behind its success wasn’t just nostalgia—it was empathy. We began by asking: What would make our families, alumni, and staff feel seen, valued, and connected? The answers shaped every part of the campaign.

    For younger students, we made the anniversary fun and relatable by branding it as a “20th birthday.” Each of our four campuses participated in a birthday party with hats, balloons, and a Kahoot! game about the school’s history. This gave students a sense of pride and belonging.

    For alumni and past parents, we tapped into their cherished memories by sharing weekly posts with photos and stories from the past two decades. We invited them to contribute their favorite moments, which created a two-way conversation and showed them that their experiences still mattered. 

    For current parents, we hosted a special “Vision Night,” inviting them to learn about and contribute to the school’s vision for the next 10 years. This event wasn’t just about sharing plans; it was about involving families in the future of the school, demonstrating that their voices and hopes were integral to our community. 

    To bring it all together, we created a “20th Anniversary Video,” highlighting the founder’s reflections and the journey of our school community. Additionally, a senior experience video shown at graduation celebrated that year’s graduates and their shared milestones. These efforts highlighted the importance of every individual in our school’s story and their connection to its legacy.

    The Results: Community and Connection

    The response to this campaign was overwhelming. Alumni and past parents—many of whom hadn’t engaged with the school in years—felt included and appreciated. Current families loved seeing familiar faces and cherished the effort we put into honoring the school’s history. And even prospective parents recognized our school’s efforts, gaining trust in our commitment to building a strong community. What started as a campaign for current families became a bridge to connect our entire school community, past, present, and future.

    Tips for Empathy-Driven Campaigns

    This campaign taught me that empathy is about listening and responding to what your community values most. Here are a few takeaways for crafting your own empathy-based initiatives:

    • Listen Deeply: Use surveys, feedback sessions, or informal conversations to uncover your community’s emotions, concerns, and hopes. Their stories should guide your efforts.
    • Acknowledge and Validate: Reflect your community’s shared experiences and values in your campaigns to show that their voices matter.
    • Create Opportunities for Engagement: Invite participation through events, contributions, or discussions. When people feel involved, they feel valued.
    • Share the Vision: Involve your community in your school’s future. Events like a “Vision Night” foster excitement and trust by making families part of the journey.

    Why Empathy Works

    Empathy fosters trust and loyalty by showing your community that their experiences matter. In schools, this is especially critical. When families, staff, and alumni feel seen and valued, they become your biggest advocates. By weaving empathy into your marketing strategy, you’re not just promoting a school—you’re nurturing a community.

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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

  • Turning Families into Fans: Watch Your Retention Transform 

    Turning Families into Fans: Watch Your Retention Transform 

    2–3 minutes

    Imagine this: You have a prospective family ¾ of the way down the funnel, they’ve come in for a tour, you’ve maintained steady communication, and they’ve even paid the application fee. Suddenly, they’ve dropped out of the funnel entirely, lured away by the private school down the street. Where did you go wrong? 

    Parents often enter the school decision-making process with preconceived notions about private education, ranging from financial concerns to doubts about the curriculum and programs. These parents have options and resources to make whatever choice they see fit. So, why you? As a marketer who has spent countless hours working directly with admissions teams, I know firsthand that a private school parent cannot simply be satisfied by their school; they need to be committed. This means going the extra mile to ensure that they want to stick with YOU, not just with the private school system. 

    Here are 3 ways I have found effective for transforming these attitudes and not only bring prospective parents into the funnel, but keeping them on board for the entire school journey: 

    • Be transparent: Parents want to know exactly who they’re doing business with. Use the power of social media and advertising to control the narrative of your school. For example, if your parents are interested in athletics but your school is just beginning to develop their athletic program, build a campaign around “Building Champions Together.” You’re addressing a concern while simultaneously instilling trust and a vision for the future. 
    • Create a sense of community: Parents want to feel like they already belong. Create email drip campaigns to keep prospective parents in the loop while they’re still in the funnel. Make sure they’re getting marketing emails about school and community outreach events where they can meet and interact with your current school families. And, if you think email marketing is out, check out the data and tips in this Digistorm article.
    • Show them how good it gets: Parents want to see proof of what they’ve been promised. Show your students and families thriving through alumni stories, student success stories, and parent and student testimonials. These should be placed strategically on your website and throughout your social media channels. The goal is to ensure prospective families see the thriving community your school fosters, wherever they engage with your school. 

    Transforming attitudes is about building trust, addressing concerns, and creating emotional connections that turn prospective families into lifelong advocates for your school.

    When parents believe in your vision and see it in action, they not only stay, but they also encourage others to join, creating a cycle of loyalty and growth that strengthens your school for years to come.

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