3 T’S TO GET YOUR SCHOOL PARENTS WORKING FOR YOU
Upward fee pressures and a tough economic climate means increasing competitive pressure between private schools. And School marketing has become more complex with the importance of the website and rise of powerful new digital marketing methods. Despite all this, word-of-mouth recommendations remain one of the most powerful influencers in school choice.
Every school has a group of parents who love being involved. These are the parents who are passionate about the school, have credibility within the community and a strong desire to be involved. They are parents who enjoy participating in events and helping out. And They are the parents who can play a huge role in student recruitment and advocacy for you.
Here’s three quick ways to utilise them.
Find those parents who love your school. Recruit them into a PPT – Positive Parent Taskforce and ask them to share their knowledge of the school. Have current parents sharing their learnings and insights, they could attend some school tours with prospective parents offering a parent point of view, mentoring new families reaching out to the local community/primary schools they know.
Give them plenty of opportunities to talk about you and spread their knowledge.
Create shareable content on social media and your website. Hold events with key education speakers and encourage parents to bring non-school parents along.
3. Taking Part
Ask for feedback from current parents as well as past parents, along with ongoing satisfaction surveys. And Do something with the learnings, show improvement and validate what they say. Share the learnings with them and the school’s future actions.
Passionate parents are one of the most valuable assets when it comes to reputation building, and they need to be a central role in your recruiting strategy.