Boost your school’s

admissions with
Dynamic Online
Marketing Strategies
Table of Contents 02

Introduction
03

Crafting a Compelling Brand Narrative

04

Leveraging Social Media Platforms

06

Optimising Website and SEO Strategies

09

Implementing Paid Advertising Campaigns

11

Partner with LEAD

13
Introduction 03

Today's school landscape is ablaze with competition. Parents have

more choices than ever before when looking for the best possible
educational environment for their children. To stand out, your school
needs more than just a good infrastructure; it needs a digital
powerhouse – a robust online marketing strategy.

Targeted campaigns laser-focused on the ideal families can reach

them wherever they are present online. Social media becomes your
conversation hub, a platform to share student achievements, build a
community, and showcase your school's beating heart. And let's not
forget powerful testimonials, the social proof that whispers,

“ Here's why your child deserves this

incredible learning experience, and this is
how we are going to help them achieve it.”

Understanding the Landscape of Educational Marketing

The education landscape is evolving rapidly and mirroring this trend,
making a strong online presence essential for schools. More and
more Indian parents rely on online videos to gain insights into
schools, with platforms like Facebook and Instagram serving as
virtual open houses. Schools must strategically communicate their
unique strengths and educational philosophies to connect with their
audience.
Significance of Having an Online Presence for Schools
In the contemporary Indian educational landscape, an impactful 04
online presence for schools is indispensable. Beyond visibility, it
serves as a backbone for engagement and credibility. Digital
marketing helps establish trust through positive online reviews and
testimonials, profoundly influencing parental decisions. Embracing
the digital age is not a fleeting trend but a strategic imperative for
schools, enabling them to distinguish themselves in the dynamic
sphere of education.

The Challenges
Schools grapple with multifaceted challenges in attracting
admissions and navigating a landscape filled with competition. Here
are some of them:

1. 2.
Increased Budget
competition constraints

3. 4.
Diverse Digital presence
expectations challenges

Overcoming these challenges demands strategic planning,

adaptability, and a nuanced understanding of the dynamic factors
shaping contemporary educational landscapes.
Crafting a Compelling Brand Narrative 05

A school's brand story is its narrative heartbeat that resonates with

parents, students, and the community. A compelling brand story
transcends the conventional promotional aspects, forging an
emotional connection and fostering trust. It serves as the
cornerstone for a school's identity, reflecting its ethos, values, and
commitment to education.

Articulate the School's Values, Mission, and Unique Selling Points

Crafting a compelling brand narrative involves a strategic
articulation of the school's values, mission, and unique selling points.
Begin by identifying the core values that underpin the school's
philosophy – the principles guiding all educational endeavours.
Articulating the mission statement clearly reinforces the school's
main purpose, illustrating its dedication to shaping well-rounded
individuals. Highlighting unique selling points, whether innovative
teaching methods, distinguished faculty, or exceptional
extracurricular programs, sets the school apart from its competitors.

The Role of Storytelling

Storytelling serves as a powerful vehicle for engaging prospective
students and parents, breathing life into the school's brand
narrative. Rather than merely reciting the facts stories evoke
emotions, allowing individuals to connect on a personal level. Share
anecdotes of student achievements, transformative learning
experiences, and the school's impact on the community. Incorporate
testimonials from students, parents, and faculty, offering authentic
voices that resonate with the audience. Through various mediums
like blogs, videos, and social media, storytelling becomes a dynamic
tool to showcase the school's culture, creating an immersive
experience that extends beyond the physical campus.
Leveraging Social Media Platforms 06

In school marketing, various social media platforms hold immense

significance as dynamic channels for outreach. Facebook,
Instagram, LinkedIn, and others provide a window into a school’s
daily student life as well as an insight into the people who will
interact with students. These platforms are pivotal for connecting
with diverse audiences, fostering engagement, and showcasing a
school's unique personality.

Strategies for Engaging Content Creation

Here’s how to start increasing admissions using Facebook Events:

1.
Planning Events:

Identify objectives: Promoting the event:

Clearly define the goals Using relevant keywords, look for
of the event. the right Facebook groups to
publicise the event.
What kind of events can you
promote?
Audience targeting:
Annual day and school award
Tailor the event to
functions
specific audience
Sports days
segments, ensuring
Masterclasses/guest lectures
relevance.
National/State-level competitions
Science and social studies
30
exhibitions
Fundraiser events
Introduction of new technology
in school
100 50 Festivals or carnivals
Admission season
2. 07
Getting Audience Insights:

Utilise Facebook insights: Understand when your

Understand audience
demographics, preferences,
and engagement patterns
using the Meta Business
Suite and its features such
as Page Postings (Content),
Planner for Content,
Facebook Ads, and Page
Insights.
audience is active:
Click on Posts to open up an
insights tab providing
information on ‘When your
fans are online’, ‘Posts
Types’, and ‘Top Posts’.
Make sure to click on ‘When
your fans are online’ to learn
more about your audience’s
usage habits.

3.
Which Content Formats Work Best?

Facebook Reels
With reels, extend reach beyond followers using the school
logo, event names, catchy one-liners, and timely
information. Add trending music and relevant hashtags, and
acknowledge topical days for engaging and dynamic
content.

Facebook Posts
Facebook posts are simple and effective for communicating
alerts, urgent messages/notices, and updates to your
immediate audience. Add more photos or videos to a post
to increase the chances for higher engagement.

Facebook Stories
Facebook stories offer dynamic, short-lived visual content.
With features like filters, stickers, and interactive elements,
you can provide an engaging platform for sharing fleeting
moments and fostering audience interaction.
4.
How to Measure Your Page’s Success?
Reach:
Reach equals the number of
people who viewed your
content. This includes
followers and non-followers.
Engagement:
It is the number of people
who interacted/engaged
with your content.
Engagement can be likes,
shares, comments, and
saves.
08
User-Generated Content and
Influencer Partnerships
User-Generated Content (UGC)
and influencer partnerships
amplify the impact of school
marketing. Encourage students,
parents, and faculty to share
their experiences through
photos, testimonials, and stories,
fostering authenticity.
Collaborate with influencers,
such as alumni or community
leaders, to extend the reach and
credibility of the school's
narrative. This approach
humanises the brand, leveraging
the influence of those connected
to the school community.
Optimising Website 09
and SEO Strategies

A user-friendly and informative school website is the cornerstone of

effective communication. It serves as the digital face of the
institution, offering a comprehensive resource for parents, students,
and the community. Ensuring intuitive navigation, relevant content,
and engaging visuals creates a positive user experience, reinforcing
the school's credibility and fostering a sense of connection.

SEO Tactics to Improve Visibility and Ranking:

Keyword optimisation:
Strategically incorporate relevant keywords throughout the
website's content, metadata, and headers to enhance search
engine visibility.

Quality content:
Regularly update the website with high-quality, relevant
content, including blog posts, news updates, and informative
articles, contributing to improved search rankings.
 10
Mobile optimisation:
Ensure the website is mobile-friendly, as search engines
prioritise mobile-responsive sites for improved user
experience.

Backlinks:
Establish a network of credible backlinks from reputable
sources, enhancing the website's authority and boosting
search engine rankings.

Local SEO:
Optimise for local search by including location-specific
keywords and creating a Google My Business profile, aiding
visibility within the local community.

By prioritising user-friendly website design and implementing

strategic SEO tactics, schools can enhance their online presence, reach
a wider audience, and stand out in the competitive digital landscape.
Implementing Paid Advertising 11
Campaigns

Paid advertising, encompassing platforms like Google Ads and Meta

ads, play a pivotal role in school admissions. It provides targeted
visibility, reaching prospective students and parents actively
searching for educational options. This strategic approach not only
increases brand awareness but also drives qualified leads,
contributing to a more robust admissions pipeline.

Budgeting Strategies and Targeting Methods for Effective

Campaigns:

Define clear objectives:

Clearly outline campaign goals, whether it's boosting
applications, increasing open house attendance, or
promoting specific programs.

Allocate budget effectively:

Determine a realistic budget, allocating funds across
platforms based on audience demographics and campaign
objectives.

Audience segmentation:
Utilise targeting methods to segment audiences based on
demographics, interests, and online behaviour, ensuring
tailored messaging reaches the right individuals.
 Keyword targeting (Google Ads):
Employ strategic keyword targeting in Google Ads to 12
capture relevant search queries, maximising visibility
among potential students and parents.

Ad creative optimisation:
Continuously refine ad creatives based on performance
metrics, ensuring they remain engaging and aligned with
campaign objectives.

Paid advertising, when executed with well-defined objectives,

effective budgeting, and precise targeting, becomes a potent tool
for schools to strategically boost their visibility, engage the right
audience, and drive successful admissions campaigns.
Partner with LEAD

In order to effectively market your school to boost admissions, it

helps if your school is equipped with high-end, state-of-the-art
educational infrastructure. With solutions that range from smart
classrooms to adopting a multidimensional approach to ensure that
students get the highest quality education, LEAD keeps striving to
ensure its mission – imparting quality education to students across
the country.

Time to propel your school into a thriving future.

Get started with LEAD today.

Know more about the

LEAD School System.

Call us at +91 7669071060

for a FREE consultation
today!

Contact Us Head Office

Email
Unit No 1201-1205, 12th Floor,
partner@leadschool.in B Wing, Kanakia Wall Street,
Andheri-Kurla Road,
Call/WhatsApp Andheri (East), Mumbai,
+91 7669071060 Maharashtra – 400093