How to Promote Your School’s Good News: Effective Education Marketing

Sharing your school’s good news isn’t just about celebration; it’s a powerful tool for strengthening your school’s reputation, engaging your community, and attracting new students. Schools can build trust, boost enrollment, and showcase their values by effectively marketing positive stories. This guide will walk you through the best strategies for promoting your school’s good news, leveraging digital and traditional media, and making your success stories last.

Why sharing your school’s success matters: Community engagement & CSR

Promoting positive news strengthens relationships between schools, parents, students, and the broader community. A well-publicised success story fosters pride, trust, and engagement, encouraging more involvement from key stakeholders.

Corporate Social Responsibility (CSR) plays a growing role in education marketing. Schools that highlight their sustainability efforts, charity work, and ethical initiatives not only enhance their reputation but also show their commitment to shaping responsible global citizens.

To make an impact, schools can share their community involvement and sustainability efforts through blog posts, social media, press releases, and newsletters.

Types of positive news to share

Celebrating and sharing good news is a powerful way for schools to engage with their community, boost morale, and highlight the incredible achievements of students, staff, and alumni. Schools can boost their reputation and inspire future students by showcasing great results, community involvement, and beyond.

Here are some key types of positive news to share:

Academic achievements

• Highlight top exam results, national rankings, and school awards to showcase the school’s commitment to academic success.
• Showcase standout student achievements in competitions, research projects, or extracurricular activities that demonstrate talent, dedication, and innovation.

Community Involvement

• Share updates on charity work, fundraising events, and local partnerships to emphasize the school’s role in supporting the wider community.
• Promote sustainability initiatives, such as eco-friendly projects or student-led environmental campaigns, to inspire others and demonstrate a commitment to a greener future.

Alumni success

• Feature inspiring stories of past students who have excelled in various fields, showing how the school has contributed to their journey.
• Highlight successful alumni who give back to the school community through mentorship, guest lectures, or support programs, reinforcing a strong and lasting school network.

By regularly sharing these positive stories, schools can build a strong reputation, strengthen relationships with stakeholders, and celebrate the achievements of their students and graduates.

How to create a newsworthy story about your school

Sharing good news is crucial if you’re looking to engage prospective families, strengthen your reputation, and secure media coverage. Here’s how to craft a compelling narrative that highlights your school’s values, achievements, and impact.

To capture attention, a school success story should be:

• Relevant: Connect to current trends, community interests, or national education discussions.
• Authentic: Use real stories, quotes, and personal experiences.
• Engaging: Include high-quality images, videos, or interviews.

To structure your message effectively:

1. Start with a strong hook: A compelling headline or opening line.
2. Provide clear details: Who, what, when, where, why, and how.
3. Include testimonials: Quotes from students, teachers, or parents add credibility.
4. End with a call to action: Encourage sharing, engagement, or inquiries.

Now that you understand the key components of crafting a good news story, let’s take a look at how to promote it.

How to promote your school’s good news

Effectively promoting your school’s achievements requires a strategic approach that leverages multiple marketing channels. A combination of digital, social, and traditional media ensures that your success stories reach the right audience, whether it’s students, parents, alumni, or the wider community. Below are key marketing strategies to maximise your school’s visibility.

Social Media

Social media is one of the most effective ways to share positive news quickly and engage with your audience in real-time. Schools should post regular updates on key platforms, tailoring content to each channel’s strengths:

• Facebook: Ideal for sharing detailed stories, event updates, and photo albums. Schools can create dedicated posts for student achievements, alumni success stories, and community initiatives. You might also choose to boost your posts or run a paid advertising strategy alongside your organic social media strategy.
• X: Best for quick updates, links to blog posts, and live event coverage. Hashtags can help reach a broader audience, and tagging relevant accounts (such as educational bodies and media outlets) can increase visibility.
• LinkedIn: Perfect for sharing professional achievements, alumni successes, and collaborations with businesses or universities. Schools can also highlight career pathways for students and showcase partnerships with industry leaders.
• Instagram: A highly visual platform where schools can post engaging photos, videos, and stories. Behind-the-scenes footage of events, student takeovers, and interactive Q&A sessions can help build community engagement.

Email Marketing

Email newsletters are a powerful way to keep parents, students, and stakeholders informed about school successes.

A well-structured newsletter should:

• Feature a mix of academic achievements, student spotlights, and upcoming events.
• Include links to blog posts, videos, and social media for further engagement.
• Use compelling subject lines and visually appealing layouts to encourage higher open rates.
• Personalise content where possible, such as segmenting emails for parents, alumni, or prospective students.

Paid advertising

Paid promotions can significantly expand the reach of your school’s good news by targeting specific audiences.

Search engine advertising

Schools can use Google Ads and other search engine advertising platforms to highlight their successes and positive news stories. By targeting keywords such as “top-performing schools,” “award-winning schools,” or “best schools in [location],” they can ensure that parents and community members see stories about the school’s achievements at the top of search results.

Sponsored search ads can link directly to news articles, blog posts, or press releases about student accomplishments, staff recognitions, academic rankings, and successful events. For example, if a school recently won a regional science competition or launched an innovative learning program, a well-crafted ad can direct users to an article showcasing these achievements. By using compelling ad copy and engaging headlines, schools can drive traffic to their website and enhance their reputation.

Display advertising

Schools can further promote their good news through display advertising, which involves placing eye-catching banner ads on relevant websites, such as education-focused blogs, local news sites, and parenting forums. These ads can feature headlines like “See How [School Name] is Shaping Future Leaders” or “Celebrating Our Latest Student Achievements.” Clicking on the ad would take visitors to a dedicated news section on the school’s website. These adverts can look like this:

Additionally, retargeting ads can be used to re-engage website visitors. If someone has read a news article about a school’s success but didn’t explore further, a retargeting ad can remind them of the achievement with an eye-catching image or headline. For instance, an ad might say, “Did you hear about our students’ latest award? Read more here!” This keeps the school’s positive news in front of prospective parents and community members, reinforcing a strong and successful image.

By leveraging search engine and display advertising, schools can proactively share their success stories, build credibility, and strengthen their reputation in the community.

Print advertising

While digital marketing plays a crucial role in modern school promotion, traditional print media remains a powerful tool for reaching local communities, older demographics, and individuals who may not actively engage with online platforms. By strategically featuring positive news in print publications, schools can strengthen their reputation, foster community pride, and celebrate their achievements in a tangible way.

Using local Newspapers and magazines to promote your school’s good news

Local newspapers and magazines are a trusted source of information for many families and community members. Schools can submit press releases or collaborate with journalists to feature stories on:

• Student achievements: Highlighting students who excel in academics, sports, arts, or community service. For example, a front-page story about a student winning a national science competition can generate excitement and positive attention.
• Community projects: Schools that engage in charitable initiatives, environmental programs, or local partnerships can gain recognition for their contributions. Articles showcasing these efforts can strengthen ties with the community.
• School rankings and awards: If a school receives a high ranking, accreditation, or prestigious award, a well-placed newspaper article can reinforce its credibility and attract new families.

Publishing in a local newspaper ensures that parents, business leaders, and other key stakeholders see the school as a valuable part of the community.

Utilising your own school magazine

Many schools produce their own magazines or newsletters, which are distributed to students, parents, alumni, and donors. These publications provide an excellent platform for sharing good news in a structured and engaging way. A dedicated section can feature:

• Alumni success stories: Profiles of former students who have achieved success in their careers or made meaningful contributions to society can inspire current students and demonstrate the long-term value of the school’s education.
• Academic and extracurricular highlights: Recognising students and teachers who have excelled in academics, music, sports, robotics, or drama can boost morale and encourage future participation.
• Faculty achievements and innovations: Showcasing teachers who have received awards, developed new teaching methods, or contributed to educational research can reinforce the school’s commitment to excellence.

By distributing these magazines in print and digital formats, schools can engage a wide audience, from current families to prospective students and benefactors.

Digital PR & SEO strategies

SEO and Digital PR can help your school be more visible online. Here are some best practices to help you get the most of these strategies:

SEO best practices for schools

Search Engine Optimisation (SEO) plays a crucial role in helping your school appear in search engine results when prospective families and students search for educational opportunities. To improve your school’s ranking:

• Use relevant keywords: Incorporate location-based and programme-specific keywords in your website content, blog posts, and meta descriptions. Examples include:
  • “Best private schools in [City]”
  • “Award-winning STEM programmes for secondary school students”
  • “Top-rated primary schools with arts programmes”
• Optimise website content: Ensure your school’s website is mobile-friendly, fast-loading, and easy to navigate. A well-structured site improves user experience and increases the chances of ranking higher in search results.
• Regular blog updates: Posting informative and engaging content on your school blog can help attract organic traffic. Topics could include student success stories, educational trends, event recaps, and teacher spotlights.
• Local SEO: Claim and optimise your Google My Business profile with up-to-date information, photos, and positive reviews to increase visibility in local searches.

Building backlinks & content partnerships

Backlinks (links from other reputable websites to your school’s site) help boost your search ranking and establish credibility. Some effective ways to gain backlinks include:

• Collaborate with education websites & blogs: Reach out to well-known education bloggers, parenting websites, and school review platforms to get featured in articles or guest posts.
• Partner with local news outlets: Establish relationships with journalists who cover education topics and provide them with interesting stories about your school’s achievements and community impact. Here’s a great example of Thorpe Hill School promoting their good news via a local news outlet.
• Alumni & parent testimonials: Encourage alumni and parents to write about their experiences on their blogs, LinkedIn, or other social media platforms, linking back to your school’s website.
• Engage in community projects: Participating in local initiatives and events can increase the chances of your school being mentioned in community blogs and websites.

Press releases & media outreach

Securing media coverage is a powerful way to increase awareness and establish your school as a leader in education. Here’s how to effectively engage with the media:

• Write compelling press releases: Announce major achievements, such as awards, student successes, new programmes, or significant partnerships. Ensure your press release includes a strong headline, key details, quotes from school leaders, and high-quality images.
• Build relationships with journalists: Identify local and national journalists who cover education news and establish connections with them through email or social media.
• Utilise social media for PR: Share media coverage on your school’s social media platforms and tag relevant news outlets to encourage further engagement.
• Create a media kit: Prepare an online press kit with essential information, high-resolution images, and key facts about your school to make it easier for journalists to cover your stories.

Did you know that at LOCALiQ we provide a digital PR service designed to help your school gain online exposure, secure media coverage, and earn valuable backlinks? Click here to find out more.

Content marketing

Every school will have important stories to tell. Whether it’s celebrating student achievements, showcasing dedicated teachers, or highlighting community initiatives. But with so much content being created and distributed online, simply sharing news isn’t enough, you need to create engaging, dynamic content that captures attention and encourages sharing.

Here’s how your school can create and distribute compelling content to maximise visibility, and why video should be at the heart of your strategy.

1. Videos

Video content consistently outperforms text and images in terms of engagement, making it a must-have for schools looking to promote good news. Consider these effective video formats:

• Student & teacher interviews: Let students and staff share their experiences, achievements, and school pride in their own words. Authentic testimonials build trust and emotional connection with prospective families.
• Event highlights: Capture the excitement of school plays, sports victories, award ceremonies, and community events in short, engaging clips that can be shared instantly.
• Alumni success stories: Showcasing former students who have gone on to achieve great things reinforces your school’s impact and inspires current students.

Why Video?

Video content generates higher engagement on social media compared to static posts, making it a powerful tool for sharing your school’s good news. It can be easily repurposed across multiple platforms, including YouTube, Instagram Reels, Facebook, and your website, ensuring maximum visibility. Additionally, videos encourage sharing, allowing your success stories to reach a wider audience and strengthen your school’s reputation within the community.

Need professional-quality videos? Let us help! Our team specialises in crafting compelling school videos that bring your success stories to life. Contact us to learn how we can elevate your video marketing strategy.

2. Blog posts

While videos grab attention quickly, blog posts provide the space to tell deeper, more meaningful stories. Consider featuring:

• Competition wins & academic achievements: Highlighting students’ hard work and success in national exams, sports, or creative competitions.
• Teacher insights & innovations: Showcasing unique teaching methods, curriculum enhancements, or educators who go above and beyond.
• Community engagement & partnerships: Sharing how your school collaborates with local businesses, charities, or environmental initiatives.

Blog content can boost your website’s SEO, making your school more discoverable online. Well-written, informative posts keep parents engaged and position your school as a leader in education.

3. Infographics

Not everyone has time to read full articles, which is why infographics are a powerful tool for sharing quick, impactful information. Some ideas include:

• School rankings & success metrics: A visually appealing breakdown of exam results, university placements, or student success rates.
• Community impact: Showcasing how many students participate in volunteer work, sustainability programs, or leadership initiatives.
• Event recaps: A snapshot of attendance, achievements, and standout moments from recent school activities.
  Infographics are perfect for social media, emails, and website content, ensuring your key messages reach the widest possible audience.

How to engage parents, students & staff in your school’s promotions

Creating a culture of celebration within your school ensures that good news spreads naturally and reaches a wider audience. One of the most effective ways to do this is by empowering students and staff to act as brand ambassadors. Encourage them to share school achievements, event highlights, and personal success stories on their own social media platforms. Featuring their voices in videos, blog posts, and testimonials not only adds authenticity but also strengthens community pride.

Parents also play a key role in amplifying your school’s positive news. By creating engaging, shareable content—such as inspiring student success stories, milestone celebrations, or behind-the-scenes glimpses of school life—you make it easy for parents to interact with and distribute your content across their own networks. Additionally, organizing celebration events, such as award ceremonies or alumni gatherings, provides an opportunity to involve the school community in storytelling efforts. Capturing these moments through photos, videos, and social media updates further extends the reach of your school’s success, reinforcing a positive and engaged school culture.

Conclusion

Promoting your school’s good news is a powerful way to build trust, enhance engagement, and attract new students. By sharing achievements across multiple channels, leveraging SEO and PR strategies, and engaging your school community, you can maximise your school’s visibility and reputation.

Start putting these strategies into action today! Need expert help with education marketing? Contact us to learn more about how we can help showcase your school’s success.