Education
Digital marketing for schools and training providers
A family choosing a school and an adult choosing a course both take their time, ask a lot and compare a few options. Then everything happens in the weeks before the intake. We plan the year around those weeks.
Who decides, and when
For a private school, parents decide and children have a say. They visit, compare fees and results, ask other parents and choose months before the school year. In higher education and vocational training the student decides, often with a family that pays. For professional courses, an employer may choose and pay.
The calendar rules everything. Enquiries arrive in a few peaks: the months before the school year, the start of the calendar year, the weeks before an exam session. A campaign that starts after the peak fills next year’s list.
Language schools have their own rhythm. People preparing a move abroad, an exam or a new job want a level, a timetable and a start date this month, and they compare schools by price and schedule.
From first enquiry to enrolled student
Enquiry
A short enquiry form asks the programme, the level and who the student is, with the phone number saved first.
Invitation
An open day, an information session or a placement test, booked straight into the calendar. A placement test is also the best qualifier a language school has.
Visit or test
A reminder the day before on WhatsApp, the channel parents and students actually read.
Application
Documents, interview, offer. Each step logged in the CRM, with a follow-up when someone stalls.
Deposit to first day
Some students drop out between paying and starting. A welcome sequence keeps them in touch through the gap.
What we set up for a school or training centre
Programme pages that answer
Outcomes, schedule, length, fees, entry requirements, accreditation and what former students went on to do, stated plainly. They also carry your SEO between campaigns.
Campaigns timed to intakes
Facebook and Instagram and search campaigns that ramp up before each intake and stop when places are full.
Nurture for the long wait
Families who enquire in winter for September hear from you in between: open day invitations, student stories, deadline reminders, through marketing automation.
Waiting lists that keep value
When a class fills, ads pause and new enquiries join a list for the next intake, contacted first when it opens.
What we measure for education
Enquiries by programme
By source and campaign, week by week through the intake.
Open day and test attendance
Booked against attended, by source.
Application to enrolment
Where candidates drop out, step by step.
Cost per enrolled student
By programme and by source, the number that decides next year’s budget.
Reply time in peak weeks
How long an enquiry waits when everyone writes at once.
Traps in education marketing
- Starting campaigns after the enrolment peak
- Promising jobs or diplomas the programme cannot guarantee
- Speaking only to students when parents pay, or only to parents when students choose
- Last year’s enquiries never contacted again for this year’s intake
- Ads still running for a class that is full
Frequently asked questions
When should a school start advertising for the new school year?
Several months before, when families start comparing, with a peak around open days and application deadlines. The exact timing depends on your country’s calendar and on your competitors. We plan backwards from your intake date.
Do you work with online courses?
Yes. Online courses sell more like ecommerce or software: a shorter decision, a free lesson or webinar as the first step, then email follow-up. The numbers shift to sign-ups, attendance and paid enrolments.
Can you handle enquiries in several languages?
Yes. Pages, ads and replies in French, Arabic and English, matched to the language of the enquiry. A family that writes in Arabic gets an answer in Arabic.
Can we advertise to teenagers?
Ad platforms limit how under-18s can be targeted, and the people who choose a school are mostly parents anyway. We target parents for schools and adults for training.
Is SEO useful for a school?
Yes, for the searches families make all year: “bilingual private school near me”, “work-study business diploma”. A page per programme, kept current, keeps those searches coming between campaigns, and each enquiry gets the same fast lead handling.
Last updated · By the Napexy team
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