Why Private Schools Are Experiencing a Surge—And How to Sustain It
Since the pandemic, private schools have seen an unexpected rise in enrollment, as families seek more control, flexibility, and a personal connection in their child’s education. Now, as public schools face declining numbers and families relocate due to remote work and rising housing costs, private education is becoming a serious contender for long-term enrollment.
But this momentum won’t sustain itself. To stay ahead, private schools need to modernize their marketing strategy and build strong relationships with current and prospective families.
Here are 9 smart marketing strategies private schools can implement to grow and retain enrollment in 2025:
1. Master Social Media with Purpose
If you're not consistently posting, you're losing mindshare. Families are making school decisions based on what they see—and that often starts with Instagram, Facebook, or even TikTok. Use a scheduler to maintain consistency, and plan seasonal content ahead of time. Pro tip: Show real student experiences, not just staged promo photos.
2. Create a Branded Mobile App for Families
Your school’s digital presence doesn’t stop at the website. A branded mobile app keeps families connected and boosts your school’s identity. The best school apps include features like push notifications, digital hall passes, event calendars, and mobile-friendly forms.
3. Prioritize Website Accessibility and Translation
Even if you’re not legally required to follow ADA or WCAG guidelines, accessibility is good marketing. A responsive, multilingual, accessible site helps families of all backgrounds feel welcome—and makes it easier for older relatives (who might be footing the tuition bill) to navigate and engage.
Bonus: Accessible websites rank higher on Google.
4. Invest in a Modern, Mobile-First Website
In 2025, your website is your front door. Drone footage, clean design, and intuitive navigation (like translucent mega menus) give a polished first impression. Keep information easy to find—especially admissions, tuition, and calendar pages.
5. Offer Mobile-Friendly Payment and Donation Options
Parents want to pay online—on their terms. Whether it’s tuition, field trips, or fundraising, ensure your forms are branded, responsive, and easy to use. A seamless donation experience can drive more revenue from both current families and alumni.
6. Build and Maintain an Engaged Alumni Network
Create a dedicated alumni section on your site and integrate an events calendar they can subscribe to. Even after graduation, alumni can be some of your school’s best marketers—and donors. Encourage them to download your app to stay connected.
7. Strengthen Brand Consistency Across Every Touchpoint
Your brand should feel cohesive whether someone visits your office, website, social media, or mobile app. Logos, colors, tone, and messaging must align. Brand consistency builds trust and distinguishes your school in a crowded education market.
8. Start Small, but Make it Sustainable
You don’t need to do everything at once. Choose one area—like weekly social media posts or launching an updated school homepage—and do it well. Prioritize software that’s built for educators, not IT teams, to avoid burnout or abandonment.
9. Proactively Communicate Digital and Campus Safety
Safety is a top concern for today’s families. Use your website and app to communicate your approach—physical security, mental health resources, cybersecurity, and data protection. Sharing that your systems use 2FA or PCI-compliant vendors builds confidence.
The Private School Moment Is Now
Parents have more choices than ever. But many are choosing private education for flexibility, personalized attention, and safety. This could be the defining era of the private school—if you lean into smart, strategic communication.
Now’s the time to modernize your approach, engage families with purpose, and invest in tools that keep them coming back.
