How Schools Without a Marketing Team Can Still Build A Strong Marketing Plan

Many schools don’t have a dedicated marketing team. Admissions staff wear multiple hats, principals juggle too many priorities, and “marketing” often means a few social media posts when time allows. But in today’s competitive environment, schools can’t afford to leave marketing as an afterthought.

The good news? You don’t need a full department to get started. By focusing on a few clear steps, even schools without a marketing function can build momentum.

Telling Your Story Helps People Identify With You

Step 1: Before You Run Ahead with Your Marketing Plan: Define Your 5-Year Vision

Before any tactical work begins, step back and ask three questions:

• What do we want to be in five years?(e.g. The leading IB school in the region, recognised for innovative teaching and strong community ties.)

• Where do we want to be in five years?(e.g. Expanding into early years, enhancing facilities, or offering specialised programs.)

• Who do we want as families in five years?(e.g. Strengthen local enrolment, broaden international reach, or diversify your student body.)

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This clarity provides a north star for all marketing and admissions activities. Every story you tell, every channel you use, should move the school closer to this vision.

Step 2: Shift How You Think About Marketing

• See marketing as storytelling, not sales. It’s about sharing your school’s mission, achievements, and community spirit.

• Make it relatable. Think of marketing as the school’s voice, celebrating students and teachers.

• Ease concerns. Data and feedback aren’t “anti-creativity” — they make your creativity more effective.

  
  

Step 3: Start Small With Structure

• One coordinator – often from admissions or admin.

• Part-time support – for content creation (photos, blog posts, social media).

• Feedback loop – link enquiries with the stories you share.

Step 4: Build the Basics of Strategy

• Run a simple SWOT workshop with staff and parents.

• Pinpoint what makes your school unique (IB curriculum, arts, community, alumni success).

• Turn programs into experiences. Don’t just say “We offer IB Diploma.” Say “Our IB students lead sustainability projects that shape the community.”

Step 5: Marketing Plans for Schools Should always aim to Strengthen Brand and Community

• Audit your messaging for consistency.

• Update visuals for professionalism and make sure they represent your core community groups.

• Involve stakeholders – students, alumni, parents.

Step 6: Use Data Without Fear

• Start small. Pilot one digital campaign or event.

• Use free tools like Google Analytics to assess the impact of your marketing plan.

• Share what works to build trust internally.

Step 7: Think Long-Term (Even If You’re Small)

• Year 1: Build brand basics, connect admissions + marketing.

• Year 2: Expand digital presence, grow alumni engagement.

• Year 3: Explore partnerships or international outreach.

• Budget smartly: Prioritise website, content, and admissions support.

Step 8: Make Marketing Part of Your Culture

• Involve the whole community in generating authentic content.

• Celebrate wins to show progress.

• Keep learning through simple training sessions and adjust your marketing plan according to key successes and failures.

I Would Like Professional Marketing Advice

Final Thought

Even without a dedicated team, schools can create powerful marketing by starting with a clear vision and building simple, sustainable systems. The result? Stronger enrolment, deeper trust, and a community that understands and celebrates what makes your school unique.