Why Your School Needs a Multi-Platform Marketing Strategy This Enrollment Season
Enrollment season is a pivotal time for private and independent schools, with increased competition to capture the attention of prospective students and their families. To stand out, it’s no longer enough to rely on a single marketing channel. A comprehensive multi-platform strategy is essential to meet families where they are—whether that’s streaming content, browsing social media, or searching online. This blog explores why leveraging multiple platforms is crucial and how Schoolcraft Digital can guide your school in developing a robust, effective marketing plan.
The Power of Multi-Platform Marketing
Multi-platform marketing means reaching potential students and their families through various digital channels, each serving a different purpose in their journey. This approach ensures your school’s message is consistently visible across the platforms that matter most. Here’s why this strategy is essential:
Diversified Reach: Families engage with content on streaming services, social media, search engines, and websites. By spreading your presence, you connect with more prospects and build familiarity.
Reinforced Messaging: A multi-channel strategy allows your school to deliver unified messages that resonate with different audiences, reinforcing your brand identity.
Adaptation to Trends: As new technologies emerge, such as connected TV (CTV) and targeted advertising, schools that adapt their marketing approaches will stay ahead.
The Role of Video Advertising on CTV and Other Outlets
The consumption of video content has surged, with CTV leading the charge. Platforms like Hulu, YouTube, and streaming services enable schools to present high-quality ads directly to engaged viewers. Here’s why CTV advertising should be part of your strategy:
Precise Targeting: CTV platforms offer advanced targeting options that ensure your ads reach specific demographics, such as parents of high school-aged children.
High Engagement: Video content is compelling and often watched through to completion, making it a powerful tool for storytelling and brand connection.
Seamless Integration: CTV ads can be seamlessly integrated with your overall digital marketing campaign, supporting consistent branding across channels.
In addition to CTV, schools should use video advertising on platforms like TikTok, Instagram Reels, and YouTube.
Pro Tip: Use short-form videos and reels to highlight campus life, showcase student achievements, and share testimonials, creating an authentic glimpse into the school experience.
Paid Digital Advertising: Trends and Best Practices
To maximize the impact of a multi-platform strategy, schools need to leverage paid digital advertising that aligns with current trends. Here are the most effective methods:
Programmatic Ads: Automated ad buying lets your school run highly targeted and data-driven campaigns, optimizing placements and budgets for the best return on investment.
Geofencing: This location-based technology can target families visiting competitor schools or educational events. When used alongside ads on platforms like Google and Facebook, it significantly increases exposure.
Search Engine Marketing (SEM): Paid search ads ensure your school appears at the top of search results when parents look for “best private schools” or “top boarding schools near me.”
Social Media Ads: Platforms such as LinkedIn, Facebook, and Instagram are ideal for running paid campaigns that boost visibility and engagement among parents, alumni, and the wider community.
How Schoolcraft Digital Can Help
At Schoolcraft Digital, we specialize in creating tailored multi-platform marketing strategies that drive enrollment results. From CTV video campaigns to programmatic media and strategic geofencing, our team of experts will ensure your school’s brand reaches the right audience with impactful messaging. We partner with your admissions and marketing teams to develop and execute strategies that make your school stand out in a competitive market.
The Takeaway
A multi-platform marketing strategy isn’t just an option; it’s a necessity in today’s digital landscape. By embracing CTV, leveraging the latest in video advertising, and optimizing paid digital campaigns, your school can enhance visibility, engage prospective families, and boost enrollment numbers. Let Schoolcraft Digital help you create a winning plan that adapts to your school's unique needs and goals.
