There’s a well-known marketing metaphor, originally popularized by Tom Pestridge, that uses a circus to explain the different facets of marketing. It’s a simple but powerful way to demonstrate how marketing isn’t just one thing—it’s the entire strategy that guides prospective customers (or in our case, prospective families) through a journey.
The Circus of Independent School Marketing
Imagine your independent school as a circus (minus the clowns and tightropes!). Each aspect of marketing plays a crucial role in attracting families, guiding them through the admissions process, and keeping them engaged. Here’s how the metaphor translates to the world of independent schools:
Advertising
You put up a sign that says, “Open House this Saturday.”
That’s advertising—it’s the messaging that makes people aware of your school.
For independent schools, this might be a digital ad campaign, social media posts, or local magazine features that showcase your school and your upcoming admissions events.
Promotion
You walk an elephant with the sign through town.
This is promotion—an attention-grabbing way to make sure people take notice. In an independent school setting, promotion might include a series of clever social media reels, the launch of a new school video, or even word-of-mouth initiatives like referral programs.
Publicity
The elephant tramples through the Mayor’s garden and makes the newspaper.
That’s publicity—the organic buzz that happens when something noteworthy about your school gets picked up by the media. Did your robotics team win a national competition? Did an alum go on to achieve something remarkable? These stories generate interest and visibility beyond traditional marketing efforts.
Public Relations
The Mayor laughs about the incident and says great things about the circus.
This is PR—it’s the art of managing your school’s reputation and relationships. PR for schools might involve proactive storytelling in the media, community partnerships, or crisis communication strategies to handle challenges effectively.
Sales
When guests arrive at the circus, you show them what’s on offer.
This is sales—in an independent school context this is your student ambassadors giving tours, your Head of Chemistry putting on exciting experiments during Open House, and your admissions team walking families through the application process ensuring that inquiries turn into enrollments. Every touchpoint – from the first inquiry email to the campus visit – should reinforce your school’s value.
Marketing
Planning all of the above as one coordinated strategy? THAT’S MARKETING.
A solid marketing strategy connects all these pieces into a cohesive plan that moves prospective families from awareness to enrollment and, ultimately, to enthusiastic advocates for your school.
Without a marketing strategy, you’re just randomly parading elephants around town and wondering why no one is showing up to your school.
Building a Strong Marketing Strategy for Your School
A well-thought-out marketing plan ensures that every initiative – from social media campaigns to PPC Ads, email nurture campaigns to admissions events – works in harmony to drive awareness, engagement, and enrollment.
Here’s how to ensure your marketing strategy is strong, coordinated, and effective:
1. Identify Your Target Audience
- Who are the families that are the best fit for your school?
- Are you a great match for international students?
- Do you offer specialized programs like Montessori or IB?
Knowing your audience allows you to tailor your messaging and outreach effectively.
2. Develop a Compelling Value Proposition
- What makes your school different?
Families have choices, and it’s essential to articulate why your school stands out. This could be your unique academic programs, a tight-knit community, or a focus on experiential learning.
3. Create a Seamless Enrollment Journey
- Are your Admissions Events clearly listed and up to date?
- Is your Tuition & Financial Aid page easy to view on mobile?
- Do parents feel welcomed and valued when they arrive for a tour?
From the first time a family visits your website to their final decision to enroll, the experience should be smooth, informative, and welcoming. If a parent struggles to find key information or has an impersonal tour, they may look elsewhere.
4. Utilize an Omnichannel Approach
- Are you relying on old channels to reach new families?
- Are you identifying your customer personas and meeting their communication needs?
Don’t rely on just one method to reach families. Combine digital marketing (social media, SEO, email campaigns) with in-person engagement (open houses, community partnerships) to create a well-rounded approach.
5. Be Consistent but Adaptable
- Do you have clear and consistent brand guidelines?
- Is your visual identity unique, distinctive, and representative of your school?
- Are you in control of all materials out there in the marketplace?
Marketing is not a one-and-done task. You need to maintain consistency across your messaging while also being flexible enough to adapt to new trends and challenges. A strong brand identity ensures that your messaging stays cohesive, no matter the platform.
6. Track Data and Measure Success
- Are families engaging with your email nurture campaigns?
- Do you have an Enrollment platform that effectively tracks & reports on your funnel?
- Is your website generating inquiries?
Use analytics to track what’s working and what’s not. Data-driven decision-making helps refine your strategy over time.
7. Set Clear Goals
- Do you want to see an increase in inquiries?
- Are you looking for more engagement on social media?
- Is it higher retention rates that really matters to you?
Know what success looks like. Setting measurable goals ensures that your marketing efforts remain focused and impactful.
Final Thoughts: Don’t Just Parade the Elephants!
Successful marketing for independent schools is more than a series of disconnected efforts. It’s a coordinated strategy that ensures prospective families not only notice your school but feel compelled to apply and enroll.
If you think about the circus metaphor, it shows that marketing is not just about creating a flashy moment – it’s about building a strategic, well-planned experience that guides families from interest to action.
So, is your school’s marketing strategy a well-planned circus spectacular, or are you just parading elephants and hoping for the best? Let’s make sure it’s the former.
The Hat Trick: 3 Key Takeaways
Marketing Is The Whole Show
Don’t confuse tactics with strategy—effective marketing connects every touchpoint, from awareness to enrollment, into a seamless journey.
Your Message Must Match Your Mission
Independent schools thrive when they clearly communicate their unique value. Know your audience, tell your story with purpose, and back it with strategy.
Strategy Beats Guesswork
Without a clear plan and measurable goals, you’re just guessing. A well-crafted strategy turns effort into impact—and elephants into enrollment.
Ready to Stop Parading Elephants?
Let’s create a strategic marketing plan that puts every piece in place—from website to admissions funnel to storytelling.
