Primary schools in certain areas of England are facing a stark reality: recruiting enough pupils has become increasingly challenging, driven by demographic shifts and localised population changes.
For school leaders, this situation presents both a dilemma and an opportunity. In a competitive educational landscape, the need to communicate a school’s strengths effectively is crucial, particularly as the 15th January application deadline approaches. Practical, impactful communications tactics can help schools enhance their attractiveness to prospective pupils and families.
Build relationships with the wider community and identify key stakeholders
Effective communication with key stakeholders – including parents, local authorities, MPs and ministers – is crucial for enhancing a school’s reputation and supporting pupil recruitment. When stakeholders have a clear understanding of a school’s strengths, values, and achievements, they are more likely to advocate for it within the community.
Investing time in building relationships with feeder nurseries and local community groups can make a significant difference. For parents making early decisions about school, a familiar name and a strong local presence can build trust and encourage early interest. Similarly, engaging with community groups and local events can help you reach new families who may be moving into the area or considering primary schools for the first time.
Leveraging positive PR
Positive PR and regular media engagement is essential for schools aiming to enhance their reputation and attract new pupils by building a strong, favourable public image. When schools proactively share their successes – whether academic achievements, community initiatives, or stories of personal and professional development – it helps to shape public perception and create an image of inclusivity.
For example, stories shared through local media or on social platforms highlight the school’s role in the community and showcase its strengths. This visibility not only attracts prospective families but also builds trust with the wider community.
Using digital marketing to reach a broader audience
In an increasingly digital world, an online presence isn’t just an asset; it’s essential. Ensure your school website is up-to-date, user-friendly and visually appealing. Prospective families should be able to easily navigate to key information about admissions, values, curriculum, and facilities. It may be worth including a clear and inviting section on “Why Choose Us?” with testimonials from current parents and pupils to help new families see your school through the eyes of those who know it best.
Social media, particularly platforms like Facebook and Instagram, can be instrumental in reaching parents and local communities. Having regular updates to showcase school activities, achievements, and community involvement allow prospective families to get a sense of day-to-day life.
Video content is particularly effective; consider posting short videos that feature pupils talking about what they enjoy most, teachers explaining aspects of their subject areas, or virtual tours of the school. Engaging content like this can give a much more personal feel and allow your school’s personality to shine through.
The above tips from PLMR can help ensure your school stands out amongst a crowded field of competitors in attracting new pupils. The earlier these tactics can be integrated into your school’s daily operations, the better; building a positive reputation is a long-term project that should last longer than any one admissions deadline. Reach out to find out more.
