In today’s climate of stretched school budgets, making every penny count is essential—especially when it comes to marketing. At Arthur Comms, we understand these constraints and specialise in delivering cost-effective, results-driven marketing for schools.
Over the past decade, we’ve worked exclusively with undersubscribed schools across the UK. During this time, we’ve developed a proven strategy that helps schools attract more pupils by identifying and promoting what makes them unique. Our approach to marketing for schools isn’t about flashy campaigns—it’s about building trust, enhancing reputation, and engaging the local community in meaningful ways.
Many schools we support are eager to communicate a new vision, share a refreshed ethos, or highlight recent improvements. However, outdated perceptions and long-standing reputational challenges can often stand in the way. That’s where we come in. Whether you’re launching a rebrand, promoting an open evening, or simply looking to tell your story more effectively, we offer the experience and expertise to guide you through the process.
At Arthur Comms, we believe great school marketing starts with listening. We don’t do one-size-fits-all—we collaborate with school leaders to develop tailored strategies that deliver real impact.
If you’re ready to turn the page and grow pupil numbers with targeted, affordable marketing for schools, we’re here to help.
For a no-obligation conversation about how we can support your school, contact Tom directly at: tom@arthurcomms.co.uk
In today’s hyper-competitive academic landscape, education marketing is more critical than ever. With rising expectations and countless choices for learners, institutions must adopt smart, targeted strategies to stand out. Whether you’re a university, private school, or online course provider, mastering digital marketing for schools is key to attracting and retaining students.
Why Education Marketing Matters
Education is not just about academics anymore—it’s a brand. Modern students are digital natives who research, compare, and connect with schools online. That means institutions must go beyond traditional outreach. Enter higher education marketing: a data-driven, multi-platform approach that meets students where they are.
Top Student Recruitment Strategies for 2025
- Search Engine Optimization (SEO) for Education
Ensure your website ranks high in search results. Use keywords like “top engineering colleges in [your city]” or “best MBA programs online” to drive organic traffic. Local SEO is especially crucial for community colleges and vocational schools.
- Pay-Per-Click Advertising (PPC)
Target specific student demographics with Google Ads and social media campaigns. PPC is ideal for promoting open houses, scholarship deadlines, or specific degree programs.
- Content Marketing for Student Engagement
Create value-rich content: blogs, videos, testimonials, and case studies. Highlight success stories, career outcomes, and student life. This builds trust and credibility.
- Email Marketing and CRM Automation
Nurture leads with segmented campaigns. Use a CRM to track inquiries, send personalized follow-ups, and manage the applicant journey from first click to enrollment.
- Social Media Strategies for Schools
Platforms like Instagram, YouTube, and TikTok are perfect for showing campus culture, student life, and faculty highlights. Authenticity is key.
- Virtual Events and Webinars
Host online info sessions or Q&A panels with alumni, admissions staff, or faculty. Virtual events broaden your reach globally.
- Student-Centric Website Design
Make your website mobile-friendly, intuitive, and fast. Ensure application forms are easy to complete and feature clear CTAs.
Education Marketing Keywords to Use
Incorporate high-traffic terms such as:
- “student recruitment strategies”
- “education marketing tips”
- “digital marketing for schools”
- “how to market a college”
- “higher education enrollment growth”
Using these keywords naturally in your content helps boost visibility on search engines and connect with your ideal audience.
Final Thoughts
In 2025, success in education marketing will hinge on adaptability, data, and storytelling. By leveraging the right digital tools and creating a student-first brand experience, institutions can increase enrollment and build lasting relationships.
As the UK faces a growing crisis of school closures due to unsafe buildings, falling rolls, and funding cuts, school leaders are having to think beyond education — they’re being forced to think like marketers.
From reputational damage to shifting parent trust, this moment demands a savvy, strategic approach to communication.
There very survival may depended on it.
The reinforced autoclaved aerated concrete (RAAC) scandal that led to over 100 UK school closures has done more than force pupils into temporary accommodation. It’s also damaged the public’s perception.
School affected must seek to rebuild trust with clear communication about safety.
Creating consistent messaging across websites, newsletters, and social media is crucial to managing parent perceptions.
Across the UK school closures are increasingly driven by falling pupil numbers. Parents have more choice than ever while schools are fighting for every pupil.
Schools must define what makes them unique. Are they academic? Do they excel in pastoral care? Do they have niche programmes.
This should be showcased in marketing for schools’ campaigns on the website, social media and in the press.
In a climate of closures and job cuts, schools that once relied on word-of-mouth now need proactive digital strategies.
As closures continue, the schools that emerge strongest will be those who not only teach well — but communicate better.
Teachers for special school play a vital role in the lives of children with special educational needs and disabilities (SEND). They are responsible for providing these children with the support and education they need to reach their full potential.
Special school teachers work with a wide range of children with different needs. These may include children with autism, learning disabilities, physical disabilities, and mental health conditions. Special school teachers need to be highly skilled and experienced in order to meet the individual needs of each child.
What do special school teachers do?
The day-to-day work of a special school teacher will vary depending on the needs of their students. However, some of the typical tasks that special school teachers may undertake include:
Planning and delivering lessons in a variety of subjects, such as English, maths, science, and social studies
Adapting the curriculum to meet the individual needs of each child
Providing one-on-one support to students who need extra help
Working with parents and other professionals to develop and implement education, health and care plans (EHCPs)
Assessing students’ progress and reporting back to parents and other professionals
Why become a special school teacher?
There are many reasons why people choose to become special school teachers. Some people are drawn to the opportunity to make a real difference in the lives of children with SEND. Others are motivated by the challenge of working with students who have complex needs.
Whatever the reason, becoming a special school teacher can be a rewarding and fulfilling career. Special school teachers have the opportunity to see their students grow and learn, and to help them reach their full potential.
How to become a special school teacher
To become a special school teacher in the UK, you will need to have a qualified teacher status (QTS). You can gain QTS by completing a teacher training course. There are a number of different teacher training courses available, including some that are specifically designed for special needs teachers.
Once you have QTS, you may want to consider taking additional training to specialize in a particular area of special education. For example, you may want to train to teach children with autism, learning disabilities, or physical disabilities.
Where to find special school teaching jobs
There are a number of different places where you can find special school teaching jobs. You can search for jobs online, or you can contact special schools directly to see if they have any vacancies.
You can also contact local authorities and education trusts, as they may be able to help you find a special school teaching job.
The best thing to do though would be to register with Pathway Education.
Conclusion
Teaching in a special school is a challenging but rewarding career. Special school teachers have the opportunity to make a real difference in the lives of children with SEND. If you are considering becoming a special school teacher, there are a number of different resources available to help you get started.
I was taught while working in journalism never put anything in an email or letter you would not be happy repeating at a public inquiry.
Caution should also be exercised when writing home to parents. Language and phrasing is important.
Here a few examples where schools have ended up on the wrong side of negative press after sending letters home to parents.
1: No physical contact at school
https://www.echo-news.co.uk/news/23242696.southend-school-says-pupils-can-no-longer-touch-other
2: It’s rarely advisable to reference a popular TV show
https://www.standard.co.uk/news/uk/primary-school-putney-parents-children-squid-game-b960557.html
3: Stern warning from a Headteacher
https://www.echo-news.co.uk/news/23188763.billericay-school-sees-police-called-parents-parking
If you want a masterclass on how to communicate effectively with your families get in touch.
Following on from last week’s blog on press enquiries, we now look at what to say when you do decide to respond.
Take your time to craft the right message, not only reflecting your position but your brand as a school or MAT.
Remember not to be rushed by deadlines. Work to your timetable for a clear, strategic response.
You should address any factually inaccuracies.
If you accept the claims made in the article, look to mitigate reputation damage by addressing areas of concern.
It is about striking the right balance between transparency and discretion; building trust with your audience whilst also ensuring confidentiality.
Statements should be clear and concise using common language. Simplicity is key.
Stick to the facts, don’t over complicate when dealing with complex issues.
It is important that you show understanding and empathy for the concern raised.
If you facing a period of media scrutiny please feel free to get in touch for a free consultation.
In the busy life of a headteacher, the last thing you want to deal with is a difficult press enquiry.
Often schools feel obligated to (quickly) respond to what is sometimes a spurious rumour.
When working with a client, we first assess whether the media outlet has enough “evidence” to print the story.
Firsthand accounts are rarely strong enough for a media organisation to publish; they often need documented support of the claims.
Journalists are sometimes seeking a response from a school precisely because they don’t have enough to “stand up” a story.
By responding, even if to rebut, you may lend undue credibility to the claims, which in turn may be enough to convince an editor to print.
We also consider whether providing a comment for a news story would help to mitigates any potential reputation damage.
Again, a response gives credibility to a claim. Silence is not an admission of guilt and can be a powerful tool to discredit or deescalate a story.
A journalist will add pressure by setting a deadline for a response, usually within 24 hours. This is partly to get the organisation to rush out an ill-conceived statement.
With most stories now read online you can request your response be added after the story has been published.
It also gives you the time to craft a factual, considered response; should it be necessary.
Before the advent of Google and Facebook’, advertising was a bit of a guessing game.
Companies spent fortunes on TV adverts, billboard campaigns, newspaper advertising, etc.
But if you were promoting a product that only interested one gender then half your audience had zero interest in your offer.
Essentially you are paying £1 for a service that is at best only worth 50p.
Then there are other sub categories such as age, location, etc.
I make this point because secondary schools are in the entirely unique position of knowing exactly where to find their target audience.
The first thing I suggest when working with a school is they look at their admissions data from local primary schools.
You are looking for patterns. Have you had a major drop off in recruitment at any of your local feeder primary school in the past? five years.
If yes, it may be time to go on the charm offensive.
When researching a secondary school most parents will seek guidance from their child’s current teacher or headteacher at primary school.
If they are giving less than favourable reviews to your school it will almost certainly be impacting recruitment.
We recommend having dedicated transition coordinators whose jobs it is to create meaningful partnerships with local primary schools.
We suggest offering taster lessons at your school – and in the process getting some brownie points with a year 5 or 6 teacher.
The use of drama studios, sports pitches, science labs gives the children the chance to feel comfortable in your school whilst also currying favour with the local primary.
Talent borrows, genius steals is a quote attributed to Oscar Wilde.
Whether he actually said it is mostly irrelevant for the purpose of this blog because I mention it only because it can be applied to preparing for you open evening.
Having worked in school marketing for a decade I have attend my fair share of open evenings.
They tend to be prescribed, sticking to a tried and tested formula – very rarely deviating from the headteacher speech, classroom experiments and student tours.
We ask our school to think about their open evenings in a slightly different way.
These are your showcases, perhaps your only opportunity to convince children and families to pick your school.
You want to stand out from the crowd.
Having conducted lots of parental surveys most choose the school based on what they see at open evening.
If you were a large cooperation with only one chance to impress potential clients you would fully invest in making sure it goes with a bang.
In short, It is crucial you put on a good show.
Seeing as everyone likes list these days, here are my top 5 tips for open evening.
- Attend other open evenings, not just locally but as far afield as you can. If you see something that works, use it at your own open evening. This includes private schools.
- A barnstorming open evening could net you an extra five kids. Putting money into your event could be a very good investment.
- Showcase talent. Don’t think too much about what people want and more about what you do well. Excellence shines.
- Get some help with presentation. Many parents choose a child’s school based on the headteacher speech. A well delivered, confident presentation could swing the balance.
- This is the most crucial night in your recruitment calendar, you should not leave anything to chance. Make sure everyone knows their job and is well drilled.
Facebook has taken a bit of a reputational hit in recent years but remains by far the most popular social media site.
For all the talk of its decline, Facebook has 2.989 billion monthly active users.
Assuming your school already has a Facebook page, we suggest you run paid advertising promoting your open event.
If anything, Facebook has even more data on us than Google. It has been accumulating information on us based on our likes and interests for over a decade.
Whatever your view, it does offer lots of relevant information on our target audience, local parents.
You can refine your search by age, age of child, location, interest, etc. This means every single penny spent reaches the intended audience.
We suggest creating a Facebook event via your page, and then promoting it through paid advertising and local community and parental groups.
For more information or to book a discovery call please email tom@arthurcomms.co.uk