Marketing to parents: how to choose your selling points

Use our article to help you identify what parents are looking for in a school, so you can choose the messages that will make your school stand out. Get guidance and tips on how to use the likes of Facebook and Twitter to get your message out there.

Last reviewed on 14 September 2021
School types: All · School phases: All
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  1. Identify your unique selling points
  2. Collect feedback from parents 
  3. Come up with your key messages and choose your channels
  4. Social media 
  5. School websites 
  6. School newsletters
  7. Events
  8. Advertising
  9. Use our template to write your plan

Identify your unique selling points

So you can find out what's going to make your school stand out from the rest.

If you're a trust leader, you'll need to carry out this exercise for each of your schools. 

Look at what's unique about your school 

  • Do you have a subject specialism or good school facilities? (e.g. sports equipment) 
  • What are you doing that other schools in your area aren't? (e.g. wrap around care) 
  • What's special about your curriculum?
  • What extra-curricular activities does your school offer? 

Think about what you've done to address challenges 

  • Look at your self-evaluation form (SEF)
  • How have you addressed issues brought up by Ofsted? 
  • Where is your school going in the future? (Look at your SIP) 

Consider your vision, values and ethos

  • Are you happy with them?
  • Do they accurately reflect your school? 
  • Articulate these so they are clear throughout the school

Once you've identified some key selling points, you need to check whether