While communities still feel the impact of the COVID-19 pandemic, your school can and should continue marketing. However, your messaging must shift. This is a time to reach out to people in solidarity and empathy. Create connections with new parents while also strengthening relationships with your current families. We recommend reviewing the following areas to continue marketing your school successfully.

COVID-19 has impacted every aspect of our lives. We’ve received many questions from school leaders about how to pivot their offerings today and how to plan for the future. We wanted to share some of our answers with you here.

The pandemic has created a number of enrollment challenges for schools, including a decrease in inquiries, slowed admission funnel activity, more requests for financial aid, and delays in re-enrollment commitments. To prepare for a safe and successful reopening this fall, admission and enrollment management leaders must focus their recruitment and re-recruitment efforts on strategies that are empathetic and realistic.

When West Side Montessori was faced with the challenge of distance learning, its leaders understandably had much to tackle. As at-home learning relies primarily on technology—which does not fit the school’s day-to-day philosophy—the leadership needed to ensure it constructed a unified, consistent approach for each level.

The first day of the 2020–2021 school year will not be like any other. Now is the time to create and mobilize your School Reopening Task Force. This group must prepare and execute a detailed plan that prioritizes safety and continuity for your faculty, staff, students, and families. Your school’s plan serves as the foundation for a safe reopening and for the school year. Today, we’re sharing some things to consider.

When school campuses closed in early March, Canterbury School knew it had to adapt its traditional Grandparents’ Day, a beloved annual event in the school community.

Now, as the school year ends, this group must transition to a reopening task force. This group will handle planning your school’s 2020–21 operations.

A proactive response is especially important for those who make financial gifts to your school during this difficult time. As your school’s Advancement Officer, showing your gratitude for their gifts in a sensitive and meaningful way gives your donors the confidence that their gifts are being put to good use and motivates them to give again.

As a member of your school's Leadership Team, you must make practical and sometimes painful decisions to protect your school and its mission. The steps you take now will make or break your ability to handle a crisis of this magnitude in the future.

This is a crucial time to demonstrate the value that your school provides. It is vital to remind the entire community that while the campus is closed, your school is not. No matter the medium, your school provides exceptional service and concrete deliverables.