With changes in advertising regulations, the rise of AI, and updated enrollment data, understanding the latest marketing trends can help schools position themselves for success. Here are Truth Tree’s top three marketing trends for Canadian schools.
Google Ads changes impacting Canadians
In August 2024, Google announced the introduction of a 2.5% Digital Services Tax (DST) fee for ads served in Canada taking effect October 1st, 2024. According to Google, this surcharge is being added to cover regulatory costs and ensure compliance with Canadian DST regulations. For Canadian private schools already working with limited marketing budgets, this means that advertising on Google will become slightly more expensive.
How to Stay Competitive
- Maximize ROI: Given the cost increase, it’s essential to ensure that every ad dollar is working hard. Focus on high-intent keywords and optimize campaigns for conversions.
- Localize Campaigns: Narrow your targeting radius to your school’s region, ensuring you only pay to reach relevant families within your area.
- Use Ad Extensions: Enhance your Google Ads by adding sitelinks, callouts, and other ad extensions. This will help improve click-through rates (CTR) without increasing the base cost.
Though the DST fee presents a new challenge, Canadian schools can still use Google Ads effectively by optimizing campaigns and getting the most out of every click.
It’s tough out there for Canadian schools. Learn Truth Tree’s top tips to help schools stand out in a competitive market.
AI integration
AI-driven tools and strategies can help private schools optimize their digital marketing efforts, streamline workflows, and engage with prospective families more effectively. Canadian schools are increasingly adopting AI to handle tasks like campaign optimization, personalized communication, and even content creation.
Key AI Trends for Schools:
- AI-Powered Ad Targeting: Platforms like Google and Meta are leveraging AI to serve ads to the most relevant audiences. AI algorithms help predict which users are most likely to engage with your content, resulting in more efficient ad spend.
- Chatbots and Virtual Assistants: AI-driven chatbots can handle inquiries from prospective families in real time, providing quick answers and collecting information for follow-ups. Schools can use these tools to ensure no lead is missed and that communication is seamless.
- Content Personalization: AI tools can analyze user behavior and create personalized content tailored to specific audiences. This can mean quick drafting of personalized emails or customizing your website’s homepage based on visitor behavior.
Be aware: These tools are still learning, so be cautious not to lean too heavily on AI recommendations, especially when it comes to budgets and ad spend recommendations.
Number of Canadian students attending private school
The demand for private education in Canada continues to rise. According to Statistics Canada, the rising popularity is evident in the average increase of 6,000 students per year over the last decade. For the 2020-2021 academic year, approximately 8% of students in Canada were enrolled in private schools. This trend shows that more families are considering private education as a viable option, even in a competitive market.
Implications for Canadian private schools:
- Highlight Unique Selling Propositions (USP): With more families exploring private education, schools must differentiate themselves by showcasing why families choose their school. Whether it’s specialized programs, smaller class sizes, or extracurricular opportunities, communicating what sets your school apart is essential.
- Target Emerging Markets: As the number of private school students grows, so does the pool of prospective families. Schools should consider expanding their reach to untapped markets, including families looking for international, bilingual, or specialty programs like STEAM or arts education.
- Build Trust and Credibility: As more families explore private school options, they’ll be looking for institutions they can trust.
- Establish your school’s credibility through strong testimonials, parent reviews, and success stories from alumni.
- Strengthen your school’s reputation by creating detailed faculty profiles that showcase your teachers’ expertise and qualifications.
Market trends are evolving. Connect with Truth Tree and our Canadian division today and get started on your digital marketing journey.
Kerra Todd is the International Lead Partner Strategist working with Truth Tree’s international school partners to reach their goals through digital marketing. Kerra has worked with schools all over the world supporting their digital marketing efforts through various channels and beautiful content.
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