By: Wendy Cross, National Marketing Manager, FlexPoint

School choice policies, vouchers, education savings accounts, and expanded options are reshaping the education landscape. Families now have more choices than ever for their children’s education and are not limited by their school zone. 

As the traditional education model evolves, school marketing becomes essential. Schools and districts must adapt to stay top-of-mind for families who now play a more active role in shaping their children’s academic path. To accomplish this and promote your school effectively, it’s imperative that schools understand their educational landscape. 

Don’t have a background in marketing research? No problem. A thoughtful approach to gathering insights about your community, nearby schools, and your own strengths is enough to get you started, and it’s a critical first step in any successful school marketing plan.

Five Key Benefits of Research 

As a marketing professional, I understand the desire to see quick results. But to promote your school effectively, you need a strong foundation, starting with discovering more about your local educational landscape. 

1. Helps You Understand Where Your School Fits
   Researching nearby schools helps you pinpoint what sets your school apart and discover opportunities for potentially unmet needs in your community. 

2. Guides Clearer, More Meaningful Communication That Resonates 
   When you understand what families care about, you can speak directly to their priorities and concerns. This ensures your communication feels relevant and avoids missing the mark. 

3. Allows You To Use Time and Resources Wisely 
   If you have limited staff or budget, every effort counts. Research helps you invest in school marketing strategies that reach the right families and avoid wasting time on what doesn’t work.  

4. Helps You Better Understand What Families Value Most 
   Understanding why families choose other schools reveals their expectations and values. These insights help build stronger relationships with current families and earn trust with new ones. 

5. Supports Long-Term Growth and Change 
   Understanding your education environment today sets the stage for strategic decisions in the future. A clear view of your landscape helps you anticipate policy shifts, guide school investments, and build a reputation families trust. Long-term success in school marketing depends on this kind of foresight.

Free or Low-Cost Digital Research Tools

Not sure what tools to use or where to start? These free or low-cost digital tools can help you explore what families are searching for and how other schools perform online, giving your school marketing efforts a data-driven edge.

• Use Google Trends to see what education-related terms are being searched in your area.

• Try free SEO tools like Ubersuggest or Moz to analyze other school and district websites.

• Use social media listening tools like Hootsuite or Mention to track mentions of local schools.

Research isn’t just about collecting facts; it's about making informed, thoughtful decisions that strengthen your school’s reputation, support your staff, and better serve your community. When done right, research becomes the foundation of a smart, sustainable school marketing strategy.

Start building your strategy today. For a complete market research checklist, as well as additional information and insights about how to attract families to your school and increase enrollment, download our free guide