Most schools in Australia are still focusing on traditional marketing strategies and struggle with where to even begin with digital marketing marketing efforts. This guide is for Principals, Marketers, Business managers and similar staff for schools in Australia

1. Guide to Digital
Marketing for
Australian Schools
4:45 Minute Read

2. Table of Contents
× Digital Marketing Strategy
× Marketing Toolkit
× Website
× Facebook
× Google
× Downloads
× Videos
× Photos
× Bonus
Page 3
Page 5
Page 6
Page 9
Page 11
Page 12
Page 14
Page 15
Page 17

3. Digital Marketing
Strategy
Target Audience
For most schools it’s
defining the type of
parents and students
they wish to engage and
connect with.
Objectives
Usually the number of
students to enroll every
year or even retention of
students throughout
years.
Time Frame & Budget
What is the allocated
budget and when should
the objectives be
achieved
A Digital Marketing Strategy ensures that your marketing efforts are aligned with
the school’s business objectives and are working to achieve them. Begin by
identifying the following:
A Digital Marketing Strategy should ultimately break down daily, weekly and
monthly tasks and goals that the school’s marketing team can focus on, in order to
achieve quarterly or yearly objectives.

4. Digital Marketing
Strategy continued...
Prospects
How many prospects
were reached in previous
years? This could be the
number of flyers
distributed, newspaper
ad views etc
Visitors
How many of those
prospects engaged with
the school? This could be
open day visitors, new
website visitors etc.
Enrolments
How many students
enrolled from those
efforts? “To enroll 100
students, we needed 250
visitors and reached 9,000
prospects”
Some basic math can be applied to determine what the goals should be. Looking at
the previous years, you can identify the following metrics:
These metrics are a starting point on what to do with digital marketing efforts.
Hypothetically you could determine that online Ads should reach 9,000 people, the
website (& awesome downloads, videos & photos) should convert at least 200 of them
and sales efforts should enroll 100 students this year, with a budget of $16,000.

5. Marketing Toolkit
Website
The website is not only a
sales engine that
generates leads, for a
schools it’s also a hub for
students, staff & parents
Facebook
Target parents and
students within the
school with zone
engaging and relevant
content
Google
Be found by those
searching online for
schools in the local area.
Downloads
Curriculum, program
overviews etc (pdf’s), can
be a lead magnet.
Exchanging contact
details with visitors for
the pdf, gives you info on
a potential customer to
follow up with.
Videos
From short Ads on
Facebook to engaging
pieces that can be used
on the web and school
presentations. Video is a
powerful part of the
marketing toolkit
Photos
Marketers always need
access to great images.
Updated image banks of
the school is always
valuable. 360 Images are
a great way to provide
24hr virtual tours on the
school website

6. Website
Mobile Optimised
Ensuring that the school
website is mobile
optimised as a large part
of traffic is from people
on their phone.
Content Management
The site to be built on
Wordpress or similar
platform for easy content
management for staff
Calls to Action
Online Enrolment, Book a
tour, Download PDF’s
etc. are great call to
actions to capture
prospect data
Virtual Tours
Curriculum, program
overviews etc (pdf’s), can
be a lead magnet.
Exchanging contact
details with visitors for
the pdf, gives you info on
a potential customer to
follow up with.
Visually Rich Content
From the use of the
school colours sparingly,
showcasing images and
sharing videos, rich
content ensures that
visitors will be engaged.
Regular Updates
Section(s) of your
website that are designed
for providing updates.
This may include news,
blog and articles.

7. Time to update your
website?
Learn more about the website creation process
and explore some ideas for your next website in
a free strategy call with a marketing guru.
Book Now
Or learn more about our process for
Web Design

8. Did you know,
that 59% of
Australians
use social
media at least
once a day?

9. Facebook
Facebook has 2 common areas to focus on, firstly building and engaging a
community of stakeholders through facebook groups and pages; secondly for paid
advertising to target new parents and students in the local area. Here are some
common uses for schools on Facebook:
Pages & Groups
× Keep the school community up to date with news
× Share engaging/cultural updates (principal doing something silly)
× Engaging Alumni and sharing stories from them
Paid Advertising
× Promote open day, targeting local parents and students
× Promote scholarship programs
× Retarget those who visited the site but didn’t take action

10. More attendees for
your next Open Day?
Book a free strategy session to learn how you
can have more attendees for your next open day
using Facebook Advertising.
Book Now
Or learn more about
Facebook Advertising

11. SEO (Search Engine Optimization)
This involves optimising the school
website to reflect terms people may be
searching on google. For example “High
School in Melbourne”. This method may
be challenging and competitive however
rewarding when ranking first on google
search.
Paid Google Adwords
Rather than competing for ranking on
SEO, google has an alternative way to
still rank on the first page. Paid Ads are
usually the first 2-3 results that appear
when google shows search results. A
click from these Ads can cost anywhere
between $2-$25, however can be
justified given the lifetime value of a new
student.
Google also has 2 areas to focus on that benefit schools, they both focus on
bringing new prospective visitors to the school website, by being found on the
first page of google when people are searching google for schools in the area.
Google

12. Downloads
Providing downloads throughout the website or using them as a “lead magnet” in
advertising, is a great way to identify prospective parents and students. Valuable
information that's interesting to parents or students, in a downloadable format
(Usually PDF’s), can be used to gather contact details, using online forms. Here are
some of the items to consider:
× School Selection Guides
× School & Enrolment Information Pack
× Curriculum Overviews
× Camp or Program Overviews
× International Student Information
Schools may use contact details to engage parents and students to assist them in
making their decision in choosing a school.

13. 59%
Aussie Parents turn to Youtube for parenting advice
49%
Parents on Youtube use it to connect with their
children

14. Videos
Video for schools have 3 common uses, engaging online visitors, Advertising to
reach new parents and students and in presentations to engage students and
parents for retention. Here are some of the areas you may consider creating videos
for:
× Introduction to the school
× Day in the life of students from different year levels
× Overview of events & sporting carnivals
× Success stories of past Students & Parents
× Insights to school programs
Short Ads that focus on
× Guidance on selecting & applying for schools
× Invitation to Open Days & Scholarships

15. Photos
Similar to video, quality photos will assist in conveying positive school messages
and leaving great impressions. Marketing usually requires images more than any
other content, therefore it’s ideal to work with professionals to gather and add to a
school image bank regularly.
Some of the areas to focus on including:
× Staff Headshots
× School Celebrations
× Facilities
× Sports carnivals & events
× Excursions, camps and similar activities
× 360 Images of facilities to be used for virtual tours on the school website
and google maps

16. Planning out for a new
video or photos?
Learn more about how we create videos and
photos. Also don’t forget to book in a time to
chat with us more so we can share some ideas!
Video Webpage | Photo Webpage
Book Now

17. Thanks for Reading
Thanks for checking this out, we hope there was some good
information in this short E-book.
While the information is still fresh in your mind, you should begin
planning for success in online marketing to reach parents and students.
We can help in the process with a Free Strategy call with our team, only
available to those that downloaded this E-Book.
Book FREE Strategy Call

18. www.sbpcreativemedia.com.au
info@sbpcreativemedia.com.au