There’s a moment most school marketers know well.

You’re in a budget meeting. Admissions can point to enrolled students. Development can point to dollars raised. Then the conversation turns to marketing and someone asks, politely but plainly: “So… what exactly do you do, and how do we know it’s working?”

This is where marketing often gets stuck, not because the work lacks value, but because the value isn’t always packaged in the kind of neat scoreboard leaders are used to.

There has been an elephant sitting in the space of many school marketing roles for years: Why is there no real precedent for what independent school marketing is “supposed” to be?

It’s not that marketing is unimportant. School marketing and communications keep the trains moving. The work isn’t unclear in our heads. It’s because marketing, across schools, has been treated like the catch-all function that absorbs whatever needs doing, instead of being thought of as a strategic thought partner and critical operation of the school.

Your homepage isn’t just there to look polished. It’s your school’s digital front door and the starting point for nearly every admissions and engagement journey. In just a few seconds, families should understand who your school is for, what makes it different, and why it might be the right fit for their child.

When it comes to school and camp, families don’t just want to know what they are paying, they want to know why it’s worth it. The tuition, rates + fees, investment, whatever verbiage you use on your website to express how much it costs for a child to attend, should be accompanied not only by a value statement, but proof of concept. 

A parent ambassador program can become one of the most authentic and powerful channels in your school’s recruitment, retention, and community-building toolbox. It’s no secret that word-of-mouth is the single biggest driver of new enrollment. 

But the difference between a “weak” ambassador and a standout one is how they’re prepared, supported, and valued.

Independent schools pride themselves on providing exceptional educational experiences for students and families. But before a prospective family reads a brochure or watches a long-form video, they’re already shaping opinions based on the in-person experience of walking through your doors.

First impressions matter, and every detail contributes to the story you’re telling about your school. Here are a few ways to ensure your campus is always tour-ready:

While your students are focused on camp, vacation, and popsicles, school leaders know that summer is not the time to go quiet. In fact, June-August are essential months and the perfect time to engage new families, reinforce your school’s value, and ensure returning families head into fall re-inspired and connected.

In a speech that wove personal narrative, historical reflection, and present-day urgency together, Senor made a compelling case for immersive Jewish experiences as the antidote to fear and disconnection. He called out Jewish day schools—our schools—as among the most vital institutions in securing a bright and resilient Jewish future.

If your school relies on search engines to drive inquiries, attract mission-aligned families, and/or boost visibility, this shift in how Google presents information needs to be on your radar.