15 Effective marketing strategies for Canadian schools

Marketing Canadian private and independent schools requires more than a website and a Google Ads account. Let’s explore 15 of Truth Tree’s favorite (we know, we know, it’s favourite) marketing strategies tailored to help Canadians effectively market their school.

Google Ads

1. Create a brand awareness campaign to spread the word about your school

Families need to know who you are before they’ll consider choosing your school. A brand awareness campaign across Search (utilizing high-traffic keywords) and Display (on websites with relevant traffic) will have your school’s name top of mind when they are ready to make a decision. Headlines should include your location, ages or grades served, and key differentiators. 

2. Target your specific region

There’s no point in showing ads in Saskatchewan when your school is in Ontario. Target a small radius around your campus (20km should suffice), plus additional radiuses based on the postal codes where your current families are concentrated. Don’t forget to add areas covered by bus routes, feeder schools, daycares, and any up-and-coming communities with similar demographics.

3. Create seasonal and event ads

Short-burst event campaigns can build awareness of your upcoming Open House or admission event. Make sure the date, time, and location of your event are clear and up-to-date; Display campaigns are great for this purpose as the images used can include this key information. Consider developing an event specific landing page to capture RSVPs and to provide additional information for your event that can’t fit in Google’s character limits.

4. Include ad extensions in your ad copy

Your Search ad should include more than just headlines and descriptions. Add sitelinks, extensions, and callouts to utilize Google Search ads to their full potential. Use these tools to highlight what’s different and special about your school.

5. YouTube and video ads

Google campaigns like Performance Max allow for video assets to be used in ads. Create a video with essential information within the first five seconds (if ads are skippable) and keep them short and to the point.

Meta Ads

6. Utilize engaging visuals and update them regularly

Use images and videos that showcase your school. Experiment with carousel ads, stories, and reels to see which format drives the most engagement. Be sure to update your ads on a regular basis (at least once a quarter) to keep your Meta ads fresh, especially with small audiences and high frequency rates.

7. Include key information in the first 125 characters

Meta ad copy differs from Google ad copy in that the character limit is less restrictive, but be sure not to bury the lead. Place key information or your hook within the first 125 characters of your ad copy to avoid it being buried behind an ellipses or “Read More”. Following that, your creativity can run wild with extra information – even emojis!

8. Retarget to website visitors

Build custom audiences based on specific actions taken on your website, like visitors to your Admissions or Tuition pages. Eliminate any user that visits a parent or student portal page to reduce showing ads to current families. Create an email list from prospective families to target with your ads.

9. Target based on demographics and interest groups

Meta ads allow advertisers to reach very specific audiences by leveraging user demographics and interests. This makes it easier for Canadian private and independent schools to connect with families that are most likely to be interested in their educational offerings. 

Here are some key demographic and interest group targeting options for schools:

• Parents with children between certain ages
• Interests in early childhood education/elementary school/middle school/high school
• Additional education-specific identifiers like STEAM, French immersion, or Catholic schools

By targeting these specific demographics and interests, Canadian schools can optimize their Meta ad spend to reach the right audience and attract families who are a good fit for their programs.

Click here to learn more about the ways Canadian schools can stand out from their competition.

Additional digital marketing opportunities

Before choosing to advertise on any of these platforms, consider asking your current families which social media channels they frequent most often; this can give insight on how to spend your ad dollars, especially if you have a smaller budget.

10. LinkedIn

Ads on this platform are perfect for engaging with potential teachers, alumni, and professional families. Maintaining your school page is also a great way to organically engage with current (or prospective) parents and faculty.

11. TikTok

Engage with the newest generation of parents and potential high school students. Create video content on your own TikTok or launch ads on their advertiser platform.

12. Reddit

Reddit has the highest trust of any social media platform, according to its users. It can be a good platform to advertise your school, as you can choose specific subreddits to advertise on. (We like r/askTO and other province-specific subreddits.) 

13. X (formerly known as Twitter)

Twitter was a key platform for targeting hard to reach audiences. Demographics have changed, but as of early 2024, there are still 14 million active users in Canada.  

Creating a cohesive marketing strategy

Consistency across all marketing efforts helps build trust, brand recognition, and engagement. By aligning both digital and non-digital efforts, schools can ensure that their message reaches prospective families effectively, no matter where they engage with the brand.

14. Match non-digital and digital marketing efforts

Are you running non-digital ads in your local region? If you have billboards, magazine spots, podcast placements or beyond, ensure a cohesive cross-platform strategy. It’s a good idea to match your digital and non-digital marketing strategies to create a message that resonates-and is recognized by your target audience, regardless of the medium in which they encounter your school.

15. Align organic and paid social media

Use organic posts to build community and trust by showcasing school culture, achievements, and everyday life. Complement these with targeted paid ads, promoting open houses, enrollment deadlines, or unique programs to a broader audience. Align your content calendar to ensure both types of posts reinforce each other, driving traffic and engagement while making sure your school’s brand voice is consistent across all social platforms.

Let’s implement our marketing strategies together! Connect with Truth Tree and our Canadian division today.