Raise awareness, drive enquiries, generate registrations: How independent schools can enhance their online presence through digital marketing

The recent news that the new Labour government is set to abolish the 20% VAT exemption for independent schools will undoubtedly have a negative effect on both schools and families. This will come into force on 1 January 2025 and impact the upcoming intake of pupils as well as current students. These changes, combined with the already competitive nature of the independent school sector, put additional pressure on schools to ensure they continue to attract and retain pupils. 

This is where a solid marketing strategy plays a key role and among this, is digital marketing. With a significant proportion of the target parent population now falling within the millennial generation, digital marketing has never been so important. As a hyperconnected generation that spends more time online and on social media than ever before, digital marketing should be an essential aspect of an independent school’s marketing strategy. 

Here are some of the steps schools can take to enhance their digital marketing strategy, helping to raise awareness, drive enquiries, and generate registrations…

An Updated Website 

A slick, visually appealing website is a must for independent schools. As with any website, it provides prospective parents with the first impression of your school. This is a great place to showcase photos and videos from around the school, share key information with parents, and include admissions and open day details. The website should be as easy to navigate as possible, particularly for time-poor parents looking for access to information. It should also be responsive to any device, whether that’s a laptop, mobile or tablet. In addition, the website should be optimised to appear high in search rankings, ensuring your school’s website is the first port of call for parents searching for local private schools. 

Social Media Presence 

Maintaining an active presence on social media platforms is crucial for expanding your school’s visibility and fostering engagement with both current and prospective parents.  It can be a brilliant way to demonstrate your school’s culture, showcase events, and provide snapshots of student and teaching life.

Offering glimpses into everyday classroom activities, extracurricular programmes, and community involvement can also be an authentic way for the school to build trust and strengthen relationships with both parents and prospects. Social media also allows for real-time interaction, enabling schools to answer questions, share important announcements, and receive feedback, which helps create a more connected and engaged school community.

Digital Advertising Strategy 

Digital advertising is one of the most effective ways to generate awareness and convey a particular message to a specific online audience. It can help reach parents who are actively exploring independent schools as well as parents who may be keeping their options open. Utilising social media platforms such as LinkedIn, Instagram or Facebook, digital advertising can be extremely effective in placing your school in front of the right people by leveraging precise targeting information covering everything from age and location to job type.

Whether you’re looking to run an awareness campaign to showcase the school to local parents or you’re keen to drive registrations to an open day, digital advertising is a highly effective technique to drive that action and put your school in front of the people who matter.

Leave it to us, and we will generate the private viewing and open-day enquiries for your school.

With 15 years of digital experience, we are a digital marketing agency with specialist knowledge supporting the education sector. Working with leading education establishments, from nurseries and independent schools to colleges and universities, we have a deep understanding of your industry and objectives. Whether you’re looking for support with brand awareness campaigns or focusing on lead generation, we can help.

If you would like support with your digital marketing, please get in touch below.