Marketing Your School
Whether a neighborhood, magnet or alternative, schools should be prepared to answer the question…
Why Should Families Choose Our School?
How to get started with limited funds, time and resources. Download Printable Version
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 email@example.com or 619-725-7464.
Take Advantage of Additional Free District Resources
Use SchoolMessenger, the district’s phone/e-mail/text mass notification tool to stay in touch with parents, students and the community. Publicize events, create e-newsletters, support good attendance and get feedback with simple surveys. Also includes a teacher’s version. Visit www.sandi.net/SchoolMessenger.
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. Make sure that any stories and photos you submit for Unified Vision or the district website are posted on your school website FIRST. See the Unified Vision submittal 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 firstname.lastname@example.org, 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 email@example.com, noting “Newsline” in the subject line. Include flier or web link. Items are posted daily.
Social Media: The Communications Department supports the use of social media, such as Facebook and Twitter, as great tools for engaging parents, students and the community if used appropriately. Review the district's Social Media Guidelines and submit a Social Media Authorization form before setting up accounts for your school.
Additional support: The Communications Department can help edit website and print materials and set up a “How To” school marketing workshop for staff. Contact firstname.lastname@example.org or 619-725-5578.
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.
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.
Create One Great Printed Marketing Piece and Use It
Create a 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, banners and a digital storefront for creating/ordering business cards, brochures, posters and other printed pieces.
Your website is the most important tool in marketing your school to the outside world.
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: