Out of 100 families chosen at random from your community, how many do you think are actively considering switching their children to a different school? Most of us would agree that very few families are in this position.
This insight reveals a common mistake in charter school marketing: casting too wide a net. Many charter schools use broad advertising techniques that are relatively ineffective when promoting to the general public because most people aren't looking to change schools.
(Side note: Advertising to the general public isn't always a bad strategy. If you are already at your enrollment goal and have extra in your marketing budget, general advertisements can be a great way to spread brand awareness and lead to long term enrollment health down the road. However, it is not the most efficient way to get immediate results.)
Let's say that only five of the 100 families would be open to making a change. Those five families are your target! But before you can target them with relevant outreach, you must first understand why they are in the hunt for a new school.
Here is a list of the top reasons families are searching for a new school:
#1 Recently Moved
Families who have just recently moved into your community are actively searching for a new school for their family. Unless the move was unanticipated, they probably have already done research on all the nearby schools before they even arrived to their new home. The eager families might have their student already enrolled before unloading the moving truck. In this case, word-of-mouth marketing is less useful.
Google and Facebook ads are a great way to showcase your school on top of the competition to families who are searching for a school in their soon to be city and community. You can even target users based on whether they are in the stages of moving residence. This way, you are getting the most bang for your buck and appearing in front of families who are actually in the position to consider your school.
#2 Unsatisfied Academically
What does your school offer that the current schools don't in regards to curriculum? If you offer college courses, project-based learning, and emphasis on a certain trade or industry, you will potentially be able to catch the eye of someone who might have not been interested in transferring to a different school.
For example, Alabama Aerospace and Aviation High School is so niche that it is enough to get happy students to transfer to their school if they have dreams of working in the world of aviation.
Also, make sure to display all of the awards that your school has earned. These families are in pursuit of academic excellence.
#3 Poor Social Environment
Many families are looking for other options because they feel like their student isn't receiving the social support that they need to thrive. Whether it is because they have found themselves surrounded by a bad group of friends or are suffering from bullying, your school could be the solution for these families.
#4 Limited Opportunities
What unique experiences does your school offer? What sports, clubs, performing arts, travel opportunities and certifications can a student enjoy at your school?
If it is valuable and unique enough, families might be willing to make the jump.
#5 Scheduling Conflicts
Do you offer a flexible schedule that might appeal to your community? If you offer night classes, 4 day school weeks, online classes, credit recovery or adjustable school hours, you could be the best option for students struggling at their current school.
You could target families that need to travel often, students who struggle with ADHD or families that just don't want their lives to revolve around the school bell.
#6 Transportation
Transportation, or the lack of, to and from school can be a game changer. With your board members, you can could evaluate your transportation options to polish any friction points that might be keeping families from enrolling at your school. They can be big changes like the purchase of buses or small adjustments to your car pool lane.
#7 Change in Parent Employment
You can target families based off of a change in when and where they work using Google and Facebook ads. A parent might be in need of a different education option for their student if their place or time of work changes. In that case, you will want your ads to appear to these parents in their moment of need.
#8 Change in Parent Marital Status
Like option #7, educational needs change when families change. Families who are adding (or subtracting) members of their household are more likely to enroll in a new school.
Conclusion: Refining Your Charter School Marketing Approach
Understanding the motivations behind school changes is crucial for effective charter school marketing. By focusing on these key reasons, you can:
Optimize Ad Targeting: Use demographic and behavioral data to reach families more likely to be in transition or seeking change.
Craft Compelling Messaging: Tailor your marketing content to address specific pain points and desires of your target audience.
Allocate Resources Efficiently: Concentrate your marketing budget on channels and strategies most likely to reach families actively considering school changes.
Develop Responsive Programs: Use these insights to inform program development, ensuring your school meets the evolving needs of your community.
Build Strategic Partnerships: Collaborate with local businesses, real estate agents, and community organizations to reach families in transition.
Implement a Year-Round Strategy: Recognize that families may consider school changes at various times, not just during traditional enrollment periods.
Measure and Adapt: Regularly assess the effectiveness of your marketing efforts and be prepared to pivot based on results and changing community needs.
By adopting a more targeted and empathetic approach to marketing, charter schools can not only improve their enrollment numbers but also ensure a better fit between the school and incoming families. This strategy fosters a stronger school community and increases the likelihood of long-term student success and satisfaction.
Remember, the goal isn't just to fill seats, but to attract families who will truly benefit from and contribute to your school's unique educational environment. By understanding and addressing the real reasons families seek educational change, you position your charter school as not just an option, but as the solution to their educational needs.
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