10 Costly Enrollment Marketing Mistakes Schools Keep Making

One of the unique advantages I have is working with schools across the country. And let me tell you—I’ve seen it all. Schools pour time, effort, and money into admissions and marketing, yet I often see the same critical mistakes repeated over and over again.

These missteps can cost you prospective families, waste your budget, and make your enrollment efforts far less effective than they should be. Based on my experience, here are the top 10 mistakes I see schools making—and how to fix them.

1. Wasting Money on Paid Search Ads That Don’t Generate Leads
Paid search ads can be a powerful tool, but only when they actually bring in qualified leads. Too often, schools throw money at digital ads without a strategy, relying on agencies that promise results but don’t deliver. If your ads aren’t converting into inquiries, it’s time to audit your strategy, refine your targeting, and measure your ROI.

2. Asking Parents to “Request Information” But Not Delivering Anything Compelling
This one is shockingly common. Schools include a “Request Information” form on their website, but after a parent submits their details? Crickets. No immediate response, no valuable materials—just a vague promise that someone might reach out. If a parent takes the time to ask for information, you need to deliver something meaningful—a well-designed digital viewbook, a personalized response, or an engaging email sequence that nurtures them toward a visit.

3. Taking a “Wait and See” Approach With Inquiries
Your admissions team gets a new inquiry. What happens next? If your answer is, “We send an email and wait,” you’re losing families. Inquiries require immediate action. You need a system in place to **call, text, email, and follow up with personalized outreach. The schools that thrive don’t sit back and hope parents take the next step—they guide them forward.

4. Ignoring the Sales Aspect of Admissions
Some school leaders cringe at the word “sales.” But let’s be real—admissions is sales. You are guiding families through a decision-making process, addressing concerns, and showing them why your school is the best choice. Schools that embrace relationship-building and strategic follow-ups** are the ones that see consistent enrollment growth.

5. Locking Into Long-Term Vendor Contracts Without Flexibility
Some school vendors love long-term contracts because it benefits them—not you. I’ve seen schools stuck in multi-year marketing agreements that no longer serve their needs. Before signing a contract, ask about performance guarantees, exit clauses, and flexibility to adapt as your school’s needs evolve.

6. Using Social Media for Announcements Instead of Storytelling
Posting schedule updates, reminders, and generic announcements on social media? That’s not marketing. The lowest-performing school social media posts are those that feel like bulletin board messages. Instead, focus on storytelling. Share student success stories, teacher spotlights, behind-the-scenes moments, and parent testimonials—content that builds emotional connection.

7. Avoiding Parent Surveys to Dodge Feedback
Some school leaders tell me they don’t want to survey parents because they don’t want to deal with negative feedback. That’s a huge mistake. Great leaders listen. If you’re not gathering insights from your current families, you’re missing opportunities to improve, retain students, and address small issues before they become big problems. I believe that school leaders should put in place an annual survey plan.

8. Underfunding Admissions and Marketing Staffing & Budget
I frequently assess school marketing budgets and staffing levels, and what I find is frustrating—schools expect enrollment growth, but they don’t invest in the resources to make it happen. If your admissions and marketing team is underfunded or understaffed, you’re putting them in a position to fail. Growth requires strategic investment.

9. Relying on Outdated Advertising Methods That Don’t Work
Print ads, radio spots, billboards, and mass mailers—these traditional tactics are ineffective in today’s enrollment marketing landscape. I still see schools spending money on them, and it’s almost always a waste. Your marketing strategy should prioritize targeted digital campaigns, social media engagement, and content marketing—the channels where today’s parents are actually searching for schools.

10. Not Conducting an Admissions & Marketing Assessment
This might sound self-serving (since this is what I do), but I genuinely believe every school needs a third-party assessment of its admissions and marketing strategy. I’ve never found a perfect school in 15 years of working with hundreds of schools. There are always gaps, inefficiencies, and missed opportunities. If you’re serious about enrollment growth, an expert audit will guide you on where to improve.

Avoid These Mistakes & Strengthen Your School’s Enrollment Marketing Strategy
If your school is making any of these mistakes, now is the time to make a change. Small changes can lead to big results when it comes to admissions and marketing. Take action, refine your strategy, and ensure you’re doing everything possible to attract and enroll new families.

Which of these mistakes have you seen in your school?

Let me know how I can help you correct these mistakes and implement the right enrollment marketing strategies for your school: Rick.Newberry@enrollmentcatalyst.com