Independent School Recruitment and Digital Marketing Resource Center

Use the following tools to clearly articulate your value proposition and effectively share it through digital marketing. We recommend first using the Messaging Your Value Proposition Tool to update your value proposition for the COVID-19 era, then move on to the subsequent digital marketing resource that best meet your school’s needs.

Plan how to message your value proposition

Plan how to message your value proposition during the COVID-19 pandemic using the Messaging Your Value Proposition Tool. This tool guides schools to articulate their value to prospective families using questions aimed at two groups of parents: those who are unaware of the value of an independent school education and those who are not convinced that their family belongs at one. Today’s climate provides independent schools the opportunity to appeal to parents dissatisfied by the learning experience provided by their current school or district during the COVID-19 pandemic.

This worksheet helps you to define:

• Your school’s unique value
• Existing misconceptions about your school
• What sets your school apart during the COVID-19 pandemic

Get the Messaging Your Value Proposition Tool

Assess your school’s web presence

Assess your school’s overall web presence and parent-centered messaging with the Web Presence Audit. This audit includes exercises to conduct with your school’s admissions, communications, and marketing teams to examine your school’s web presence, your online messaging around COVID-19, and how key messages are being communicated to prospective families, particularly stealth shoppers.

This audit helps you review how well you:

• Leverage your broader web presence
• Showcase convenience factors
• Provide tuition transparency

Start Your Web Presence Audit

Identify the right online channels for your messages

Use these 12 emerging marketing techniques to identify the right online channels for your messages. The lessons in this resource offer a crash course on the applications of digital recruitment and the digital marketing landscape. This primer arms enrollment managers with the information they need to design a digital marketing strategy aligned to their enrollment goals while getting the best return on their investment.

This tool teaches you how to do the following:

• Create a digital strategy
• Assess market impact
• Leverage Networks and audiences
• Design targeted ads and marketing
• Gauge ad performance

Make the Most of Digital Ads

Leverage Facebook’s custom audience tools

Leverage Facebook’s Custom Audience tools to identify and connect with prospective mission-aligned families using the Social Media Primer. This step-by-step guide walks you through how to use Facebook tools individually or together to target ads to specific groups of people based on customer contact information, behaviors, and characteristics.

This tool explains how to build:

• Custom audiences from a customer list
• Website custom audiences
• Lookalike audiences

Learn More About Facebook Tools