Marketing Your School

Whether a neighborhood school, a magnet or alternative, schools should be prepared to answer the question…

Why Should Families Choose Our School?

School Marketing Matters The following information has been compiled to help schools with answering this question and to support sites with their school marketing efforts. The "How to Get Started" page is an essential tool for every school. A more detailed three-part overview of how to successfully create and implement a school marketing plan is supported with a school marketing toolkit and related resources and web links.

Getting Started

How to get started with limited funds, time and resources. Download Printable Version PDF

  1. Create and Maintain a Great School Website – for FREE
    Studies show that using the Internet in marketing efforts brings greater results. That’s because you’re not only pushing timely information out to your school community, you’re also reaching other constituents. The district’s web content management system is available for all schools with no annual fees or direct costs. The design and programming are done by the district. Schools simply need to add content, making it easier to customize and maintain a website. Calendars, automated links to district events and online survey tools are just some of the features available. Principals can identify staff and/or volunteers to help with their website. To learn more, contact Geoff Smith, district webmaster, at

  2. Consider Your School's Identifying Symbol(s)
    Sometimes called a mascot, a logo is any name, letters, graphics, or symbol combined together to produce a unique personality. It can capture the essence of your school – what you stand for, your objectives and your goals. It is a great marketing tool to help audiences distinguish your school from others across town. Your logo should be visible in and around the school grounds where it can be celebrated by the students and remembered by the community. Logos should be professionally designed. To learn more, contact Darryl Prendergast, Multimedia Specialist, at

  3. Take Advantage of Additional Free District Resources
    Use SchoolMessenger, the district’s phone/e-mail mass notification tool, for event updates, attendance support and simple surveys. Also includes a teacher’s version. Visit

  4. Publicize school and student “good news” stories or upcoming events

    Unified Vision/District Website: Submit a brief article and photo for the district news section and Unified Vision e-newsletter. Unified Vision is published monthly. Go to Unified Vision guidelines»

    News Media: If your school has a story that you think deserves media attention, the Communications Department is available to help, or you can issue your own media advisory or press release. See Media Tips. Post the story on your school website. A running list of district events open to media or the public is distributed to the media on Friday. Submit items to, noting “Media Calendar” in the subject line. Keep an updated calendar on your school website.

    Events for Employees: Publicize upcoming events with fellow employees in the district's internal e-newsletter Newsline. E-mail, noting “Newsline” in the subject line. Include flier or web link. Due Fridays, published Mondays.

    Student work at the Ed Center: Contact the Communications Department at or 619-725-5578. Display cases at the Education Center are available for student work and each regular Board of Education meeting has a student presentation.

    Additional support: The Communications Department can help edit website and print materials and set up a “How To” school marketing workshop for staff. Contact or 619-725-5578.

  5. Maximize Everyone’s Role in Marketing your School
    Staff, parents, students and volunteers are the greatest ambassadors for your school and can help spread the word about what makes your school great. Keep them informed. Ask for testimonials that can be included on your website and in newsletters and brochures. Tap into them for potential resources for new Partners in Education, sponsors, financial and in-kind donations, volunteers and, of course, new students.

  6. Grow your Network of School Supporters and Ask for Help
    Help the local community get to know your school. Students whose parent(s) work in your area are eligible to attend your school. Invite local business and community groups to open houses, sporting events and performances as special guests. Don’t forget to include former parents and students. Make sure they know about your school’s “wish list” of services and items and ask them to share the list with their professional and personal contacts. Be sure to thank supporters quickly and publicly at events, on your website, newsletter, bulletin board, etc.

  7. Create One Great Printed Marketing Piece and Use It
    Use one of the district templates to create your own marketing flier or brochure or enlist the support of a talented parent, student or volunteer. Or, network to find a local marketing/advertising professional who may be willing to donate talent and time. As budget allows, print and display your flier/brochure at every opportunity – front office, registration table at school events, ticket booths, local recreation center, library, local business community boards, etc. Electronic versions can be posted on your website at no cost.

    Affordable Printing at the Central Office: San Diego Unified's Printing Services has added new capabilities, and more importantly, made color printing quick and affordable. New features include high output color production, large format color poster printing, lamination, UV coating and a digital storefront for creating/ordering business cards, brochures, posters and other printed pieces.

Begin Part 1: Why School Marketing Matters»

Happy kids  

Your website is the most important tool in marketing your school to the outside world. Here are some tips to make your website better.

Web and Marketing Tips

More Information

For help with proofing content on your school website, brochure or other marketing materials, or to schedule a School Marketing Matters workshop for you and your staff, contact:

Linda Zintz
Director of Communications
Phone: 619-725-5578