Public Relations strategies can springboard any charter school into success.

Charter School Website and Online Marketing

Charter schools are public schools that operate under a charter or contract that allows them to design their own curriculum, hire teachers and administrators, and run independently from the traditional school system. Charter schools often have unique missions and goals that lead them to implement different marketing strategies than traditional public schools. Because charters are public schools, they operate under greater accountability.

As with most businesses, charter schools need constant online visibility to thrive in today’s competitive school landscape, especially in terms of competing for enrollment. Many families make enrollment decisions for their children each year based on what they see online. If a school’s website is not up-to-date or its social media posts are too generic, repetitive, or political, it could lose potential student enrollment. In this blog post, we’ll cover a few top digital marketing strategies to use for your charter school. We’ll also cover how you can develop a robust website for your school and how you can use email marketing to connect with your audience.

Marketing in the Competitive School Landscape

Charter schools operate in a competitive school environment, especially in cities. To stay afloat and thrive in this ecosystem, you must leverage public relations to increase parent and community engagement. This will help draw in more students and ensure your school stays afloat. Start by creating an engaging and impactful story around your school’s mission, vision, and goals. This will help create a positive image for parents and community members, ensuring they take an interest in the school.

Moreover, use digital marketing tactics to reach prospective parents and students. Develop a strategy to develop content that can be shared across platforms, such as blogs, social media posts, and press releases. This will help generate awareness among prospective students and families about the school’s mission, values, goals, and achievements.

Develop a Strong Website for Your Charter School

Charter schools need informative and engaging websites that reflect their professionalism. Start with a web design firm that specializes in creating school websites. This will help ensure your website incorporates the latest web design trends and is mobile-friendly. While it might be tempting to save money by hosting a free or cheap DIY website, doing so will run counter to the school’s enrollment goals by turning away potential families. It takes years to build a charter school’s reputation and status, so when it comes to their websites, school leaders should always think about the next level and use online best practices, not adhere to cheap temptations.

Elements to include on your website include information about the school’s mission, values, and philosophy. You should also consider incorporating social media links so visitors can follow your school on different platforms. The content on your website should be easy to read and up-to-date. Plus, you should create a blog to connect with parents, staff, and students.

Incorporating social media features will provide additional opportunities for engagement with potential students and their families. By incorporating these features into your school’s online presence, you can create a dynamic and consistent branding message that reflects your school’s mission statement and goals.

Use Social Media Marketing

For charter school marketers and public relations experts, social media is vital for reaching and engaging with audiences. Developing a marketing plan that utilizes social media platforms to reach target audiences is essential. Start by creating a strategy and objective for each campaign. This should detail the campaign’s goal, target audience, creative assets and messaging, and metrics to track performance.

Once you have your marketing plan, it’s time to create content. This can include blog posts, social media posts, video campaigns, ads, or other forms of content that are relevant, informative, and educational for your audience. You can also monitor the performance of campaigns and adjust as needed to maximize reach and engagement.

SEO (Search Engine Optimization)

To successfully market a charter school to the public, it’s vital to know your audience and target the right audience with relevant messaging. This can be done through keyword research and relevant keywords in your marketing material. Optimizing content for search engines, such as by adding appropriate keywords, increases the likelihood of your content appearing in search engine results. Finally, submitting your website to online directories, such as Google and Yahoo!, is essential so prospective students and parents can easily find and access information about your school. With the help of these marketing strategies, charter schools can effectively reach potential students and raise awareness about their educational offerings.

Facebook Ads

Facebook ads are an effective marketing tool for attracting potential students to charter schools. They provide a concise and effective way to reach large audiences, with the ability to target audience-specific demographics such as age, gender, and location. Through targeted audience targeting, you can easily find potential students who are likely to be interested in your school and target your ads accordingly.

You can create powerful visuals for your ads using photos and videos. These should be relevant to the message you are trying to convey and include features that make them memorable. Headlines can also be vital in shaping the overall impression of your ad. A call-to-action should be prominent in your ads to encourage people to take action and become involved with the school.

This will help you track the success of your campaign and determine whether or not it was worth investing time and money into.

With the help of analytics tools, you can analyze how your ads performed and optimize future campaigns based on that data.

Parents are Online and Looking

Facebook Ads are a cost-effective way to reach potential families in a local community. Facebook Ads allow charter schools to target parents based on specific factors, such as their interests and location. The ads can include information about the school, its mission, and its offerings. They can also highlight the school’s successes and address any concerns parents may have. This allows schools to tell their unique story and competitive advantage to potential parents online.

It’s vital for schools to monitor ad performance and adjust their campaigns as needed for maximum effectiveness. Schools can use Facebook Ads to reach potential students and their families within a local community.

Email Marketing

You’ll need a clear objective, creative ideas, and a budget to create an email marketing campaign. Automation tools can help you send targeted messages at the right time to the right people. This will help to increase your open and click-through rates, as well as your overall marketing effectiveness.

You can also use email marketing to attract new customers and build relationships with previous ones. By creating engaging content, you can encourage recipients to act or click on the links in your email.

To measure the success of campaigns, you can track open rates, click-through rates, and unsubscribe rates. This will give you insights into which elements of your email campaign work best and why.

Video Marketing

Use video to showcase to share student and faculty stories and express the impact your school has on students and the communities it serves. When possible, back up your claims with data and statistics. Without data, use family and alumni testimonials to support your assertions. Produce videos explaining the school’s mission and purpose, highlighting its positive impact on students, communities, and the world.

Video represents a great platform to share important aspects of the curriculum that set your school apart. Video is a powerful marketing tool to increase brand awareness, build an audience of potential parents, and increase enrollment.

Videos should include interviews with teachers, administrators, and parents to highlight their successes and share why they are passionate about their jobs.

Schools can also get mileage from videos by leveraging content for social media campaigns to drive website traffic and engagement.


To ensure your school’s success, you must be fully committed to marketing and public relations. The bottom line is that parents are online and looking for schools that align with their values. If you want to attract students, you have to be willing to market your school and put in the effort to make it a great place to learn. There is no way around marketing if you want your school to be successful. Take these tips and run with them for optimal results!