The search for well-qualified students represents the initial stage of the student life cycle in the private and independent K-12 education environment. It can also pose some of the most daunting challenges for school administrators and enrollment professionals.
Children and their families have no shortage of school choices these days. With the abundance of available tools and resources, they can execute a comprehensive search within a truncated time frame. Schools must go to great lengths to reach out to families and provide access to informative content that guides their decision-making process.
The Absence of Focus on Marketing
Due to the competitive nature of today’s student search process, the schools that market their institutions and educational programs most effectively are more likely to gain an edge and meet their enrollment objectives. However, according to a 2022 research study from Community Brands-Ravenna Solutions that surveyed over 300 K-12 schools, marketing doesn’t always receive the necessary attention.
The study’s search benchmark data indicates that only 20% of the respondents consider marketing a top priority. Moreover, only about 30% stated an intent to increase their marketing investment within the next year. A primary reason for the lack of focus on marketing is not having enough staff dedicated to the task.
The Importance of Omnichannel Marketing When Searching for Students
K-12 schools can shift focus and reallocate their available resources to overcome the staff shortage obstacle and bolster their marketing efforts. According to the search benchmark data, the three areas that yield the best return on investment in 2022 are:
- Website marketing.
- Dedicated social media campaigns.
- Word-of-mouth advertising.
Combining these areas into one well-honed omnichannel strategy is the best way to optimize marketing results and minimize the drain on available resources.
The Impact of Technology on Marketing and the Search Process
The ability to harness the power of technology is crucial for supporting these initiatives and optimizing marketing results. Technology enables schools to reach prospective students and families faster and target their messaging more effectively.
Specifically, the ability to manage and interpret the data these methods generate can provide valuable insight into what is working well from a marketing perspective and identify areas of opportunity. For example, if the data indicates a significant spike in engagement with the school’s social media platforms, schools can devote more resources to developing targeted enrollment campaigns on these sites.
Room for Improvement in Utilizing Technology for Marketing
While many K-12 schools recognize the value of technology in optimizing the student search process, most indicate they are not proficient in doing so. According to the search benchmark data, less than 40% of survey respondents believed their school was doing an adequate job using technology to improve their marketing efforts.
Contact Ravenna Solutions Today
At Ravenna Solutions, we offer high-performing, easy-to-use software that can help your K-12 school leverage the power of technology to improve your student search and marketing results. Contact us for more information or to request a product demo today.
