Back-to-School Marketing Trends for Schools
3 Ways to Boost Enrollment in 2025
It’s that time of year again: fresh backpacks, frantic supply runs, and parents wondering if they picked the right school. For education marketers, back-to-school season isn’t just busy—it’s a golden opportunity to connect with families who are still deciding where their kid should land this year.
But here’s the problem: digital marketing is loud. Email inboxes? Full. Social ads? Ignored. SEO? Sure, if they ever make it past the second page of search results. To stand out, schools need more than clever subject lines—they need a strategy that feels personal, timely, and actually gets seen.
Let’s talk about three back-to-school marketing moves that still work in 2025—including one that might surprise you (hello, print!).
Use Direct Mail to Break Through the Digital Noise
Yes, we’re talking about snail mail. The kind that shows up in a mailbox and doesn’t disappear after 3 seconds. In a world where everyone is glued to a screen, direct mail is refreshingly… human. It’s tactile. It gets noticed. And it doesn’t require a password to open.
But don’t just slap your logo on a postcard and hope for the best. Make it count:
- Include a clear call to action: “Schedule a tour” or “RSVP by Friday”
- Use eye-catching design: Make it fun, personal, and engaging (your flyer shouldn’t look like a tax bill)
- Add a QR code or PURL: Let them jump straight to your virtual tour or registration page
Pro tip: A postcard on the fridge beats a forgotten email in the “Promotions” tab every single time.
Segment Your Audience Like You Mean It
Here’s the truth: not all families care about the same things. A parent of a kindergartner wants nurturing. A parent of a teen wants AP courses, football stats, or both. Blanket messaging just doesn’t cut it anymore.
Break your audience down by:
- Grade level: K–2 vs. high school seniors? Totally different priorities
- Interests: STEM, arts, athletics, you name it
- Enrollment history: Past inquiries vs. brand-new leads
Now give each group a message that actually speaks to them. If you’re promoting your robotics lab, maybe skip the finger paint photos.
Bonus: tailored messaging = higher engagement. Because when people feel like you’re talking to them (not at them), they respond.
Create a Seamless, Multi-Channel Experience
Direct mail is powerful—but it’s not a solo act. Your campaign should work across channels like a well-rehearsed band, not a bunch of kids learning recorders.
Here’s how:
- Mail a postcard: Link it to a landing page via QR code
- Website visit: Trigger a retargeting ad
- RSVP for a tour: Send a reminder email (and maybe a calendar invite if you’re feeling fancy)
When all your touchpoints are working together, families stay engaged, and your school stays top-of-mind.
The back-to-school window is short, noisy, and full of competition. But with the right strategy, it’s also full of opportunity.
Ready to sharpen your strategy? Take a fresh look at your current efforts—and make this year’s campaign your smartest yet.
Because the last thing you want is to get lost in the shuffle (or worse, the spam folder).