Great question! In the ‘good old days’ before the internet, schools simply had to open their doors to the public and make appointments for school tours.
Now, things are very different.
Are You Repelling Prospective Parents?
If a parent makes it to a school tour, it’s generally because they have thoroughly vetted your school’s online presence first. Whether it’s your website, Facebook page or off-the-cuff reviews through niche online groups; parents are much more savvy (and choosy) these days.
Sure, you might have paid someone to develop your website, but is it being kept up to date? Does it feel like it has been written in a consistent voice, or, as an insightful colleague remarked recently – does it feel like a house that has been decorated by five different people (‘it just does your head in!’)?
Do you offer value in the form of blogs and articles that a prospective parent might find authoritative and attractive? Can they really grasp exactly what it is that distinguishes your school in day to day practice? (And I don’t meant the catchy tagline or motto – we’ve become more or less immune to ‘marketing speak’ these days).
Are You Communicating Effectively to Your Existing Parents?
When parents make the choice to join your community, do they feel as if you empathise with their concerns and values? What is your overall communication like? What message does it send? Is it scrambling, practical and only focused on COVID-19 rules and reminders? Or does it show that you care, that the school views quality education as a priority and appears to have the time to deliver it?
How Much Value Do You Want to Add?
During the past several years, I have been involved in a myriad of projects – from drafting newsletter articles, blog pieces, advertising copy, video scripts, yearbooks, school council reports and data analysis. When you think about it, there is a LOT of writing involved in running a school, and teachers/admin staff don’t often have the practical or creative headspace to tackle it.
Let’s Highlight Your School’s Best Attributes
One of the bonuses of hiring a freelance copywriter is that you can contract them to do work when things get busy. Or, if you are highly organised, you can schedule in advance those key projects (such as a Yearbook, updated website or newsletter series) that you know will bring the school value.
So, if you are keen to highlight the aspects of your school that you are passionate about and ensure that your communication is ‘on-brand’ and targeted to the needs of your community, get in touch. Let’s have a chat about how to maximise the value of what you are already doing so that parents and students feel a sense of pride in being a part of your school.