10 Always-On Strategies Every School Needs in Admissions and Marketing

In my work with schools across the country, I often see a pattern: when things get busy or uncertain, marketing and admissions efforts shift into reaction mode. That’s understandable—but not sustainable.

That’s why Andy Lynch and I dedicated a recent Show & Tell Show to sharing 10 “always-on” strategies. These are practices that don’t depend on the season or enrollment pressure. They’re habits—healthy ones—that create clarity, consistency, and growth. You can watch the replay in case you missed it.

Here’s a quick recap of those strategies and why they matter:

1—Meeting Cadence

If you don’t meet regularly, things fall through the cracks. Establish a rhythm: annual strategy days, monthly reviews, weekly check-ins, and even quick daily stand-ups. I often find the weekly admissions and marketing meeting is the missing piece. These meetings keep communication flowing and ensure alignment between your leadership, admissions, and marketing teams.

“Once you set your annual plan, it’s not just about having a document—it’s about creating a rhythm that helps your team stay aligned, accountable, and agile as you work the plan throughout the year.” — Andy Lynch

2—Enrollment Dashboard

Data should drive decisions. Use a CRM (not a spreadsheet) to track inquiries, visits, applications, and re-enrollment. Review the dashboard weekly, not just when someone asks for an update. A good dashboard shows where you are in real time and helps you pivot when needed, preventing surprises.

3—Content Development

Parents choose based on stories. Create a section on your website dedicated to people and programs. Collect stories from families, staff, and students—and repurpose them everywhere. These stories build emotional connection and give prospective families a reason to picture themselves in your school community.

4—Social Media Storytelling

Post consistently. Capture moments, build weekly and monthly campaigns, and celebrate your students. Parents love seeing their kids online—and future families are watching. Social media is your real-time window into school life, and when done right, it becomes a tool for both retention and recruitment.

“I tell schools that content is always king. And if you’re not telling your story, who is?” — Rick Newberry

5—Online Marketing

Paid search and social campaigns help ensure visibility year-round. You can’t predict when a family starts looking—so don’t disappear just because it’s February or July. Ongoing campaigns tailored to specific entry points (like Kindergarten or Middle School) ensure you’re showing up when parents are exploring options.

One of the most exciting tools we’ve seen schools use in this space is Halda.ai—an AI-powered solution that engages visitors directly on your website through customized questions and dynamic content. It not only helps collect lead information, but also gives families a more personalized experience when exploring your school online. If you’re already getting web traffic, Halda helps you convert more of it into meaningful leads. Halda is proudly partnered with Tassel, and you can learn more or book a demo here to see how it works for your school.

“You can’t dictate when families are going to have experiences that cause them to go shopping for a different school context. But you can be there when they do.” — Andy Lynch

6—Word-of-Mouth Strategy

Parents are your best marketers—but they need direction. Invite them to be FANs:

Nudge 2–3 friends
Share their story
Write a review

It’s low pressure and highly effective. A strong word-of-mouth strategy turns satisfied families into active ambassadors for your school.

7—Website Optimization

Your website should act like your best admissions rep. That means content, success stories, clear tuition info, and strong calls-to-action. It should answer a parent’s top questions within seconds and guide them to take the next step. Your website is your most important marketing and communication tool. You must continually invest in your website.

8—Lead Nurturing

Have a follow-up plan. Automate emails, make phone calls, send texts, and build relationships. Admissions is personal—and personal contact moves the needle. The goal is to stay top-of-mind and help families confidently take their next step.

9—Annual Survey Plan

Survey new parents, current families, employees, and those who exit. It’s not enough to collect feedback—you need to act on it. These insights can highlight blind spots and opportunities to improve your processes and relationships. If you need help with your annual survey plan, you can check out my School Survey Solutions program.

10—Enrollment Marketing Plan

This ties everything together. Define your goals, set seasonal priorities, assign owners, and revisit the plan often. A plan that lives on paper doesn’t drive results—it needs to live in your practice. When everyone is clear on what matters most, progress becomes possible.

Final Thoughts

These 10 strategies aren’t about doing more—they’re about doing the right things consistently. If you’re already doing some of these, fantastic. If you see gaps, don’t worry—start small, and build from there.

Want help putting these into practice? Join Andy and me this summer at one of our Geeks on the Road workshops. We’ll walk through your strategy, build your plan, and send you home equipped and energized.

📍 July 17 – The Family Journey Workshop at Linfield Christian School, Temecula, CA
📍 July 24 – The Admissions Playbook Workshop at Timothy Christian Schools, Elmhurst, IL

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