@schneiderb.com
Every student deserves a school that feels like home. I help K-12 schools use digital marketing to create those connections, boost visibility, and welcome more families through their doors. 📚 Book: https://amzn.to/3Qim9t2 📖 Blog: schneiderb.com
The way families find schools online is changing—fast. Artificial intelligence is reshaping search engines, transforming how parents research, compare, and choose educational options. From Google’s Search Generative Experience (SGE) to conversational tools like ChatGPT and Perplexity.ai, AI search t
The Power of Story in School Marketing Facts tell — but stories sell. When it comes to education, families don’t just choose schools; they choose communities, values, and purpose. That’s why brand storytelling for schools is one of the most powerful ways to connect with families on an emotional leve
If you feel like your school is putting time and energy into Instagram but still not getting noticed, you’re not alone. Many school marketers post regularly and yet struggle with low engagement, minimal reach, and content that feels invisible. It can be discouraging when families scroll past your po
I've spent years watching school marketers struggle with the same question: "How do I actually use AI without it sounding like a robot wrote everything?"
That's why I built this 4-week master class with EMA.
April 13 - May 8. Live sessions. Real workflows. You'll leave with tools you can use Monda
Salary transparency benefits everyone.
Better data means better conversations with your head of school and more competitive budgets across our field.
The 2026 MarCom Society Salary Survey closes January 31.
The 2026 MarCom Society Salary Survey takes less than 10 minutes.
I've streamlined it based on your feedback. Fewer questions, same valuable data.
Today's a good day to knock it out.
form.schneiderb.com/salarysurvey...
The 2026 MarCom Society Salary Survey is open, and we're at 279 responses.
Goal: 300+
If you work in K-12 marketing/communications, I need your 10 minutes. Survey closes January 31.
form.schneiderb.com/salarysurvey...
You know too much about your school.
When you write "independent school" instead of "private school"...
When you talk about "student outcomes" instead of "college acceptance"...
When you use insider language on your website...
You're cursed by knowledge.
Write for parents who are researching sc
Schools confuse marketing and communication. Here's the difference:
Marketing = Recruiting new students (attracting)
Communication = Retaining current students (engaging)
Your social media post about the fall play?
→ Communication (retention)
Your blog post about "Is private school worth it?"
→ M
Most schools focus on improving their admission process.
But the admission process isn't your problem.
Your problem is the 47 touchpoints BEFORE the family fills out an application:
First website visit
Email responses
Phone calls
Social media interactions
Tour experience
Every touchpoint is mark
Tactical Wednesday:
Set up your first automated email sequence in under 30 minutes:
When someone fills out your inquiry form, automatically send:
Day 0: Welcome email
Day 2: Link to schedule a tour
Day 5: Parent testimonial video
Day 7: Admission director's personal email
Most schools send ONE e
If you’re like most school marketers, you probably juggle dozens of content ideas every week. Between social media, blog posts, newsletters, and parent communications, it can feel overwhelming to decide what to publish next. That’s where content pillars for school marketing come in. They simplify yo
Marketing Mistake Monday:
Sending a weekly newsletter that's just a list of school events.
Nobody cares about your newsletter. They care about their child.
Instead of:
"This week: Spirit Day, Board Meeting, Pizza Lunch"
Try:
"3 ways we're helping your 5th grader prepare for middle school" (with
School marketers are some of the hardest working people I know.
They wear five hats.
They work nights and weekends.
They say yes to everything.
And yet many still struggle to move the needle on enrollment.
The problem is not effort.
The problem is that effort without strategy is just motion.
Artificial intelligence (AI) is no longer a futuristic concept. It’s here, and it’s transforming the way schools connect with families, manage enrollment, and measure marketing results. But with all the buzz, many school marketers are left wondering: Where do we even begin? That’s where the idea of
Master social media and crisis communication for schools with proven, practical strategies before, during, and after incidents.
Thought Leadership Friday:
School marketing in 2026 won't be about who has the biggest budget.
It will be about who uses AI best to:
Create personalized email sequences
Optimize content for voice search
Analyze enrollment funnel data
Generate on-brand content faster
The schools winning enrollment
Learn how to write a press release that journalists actually read. Get practical tips, school-specific examples, and distribution strategies for K-12 news.
Discover how strategic PR in schools can build trust, engage your community, and drive enrollment. Learn proven strategies for effective school communications.
Salary transparency benefits everyone.
Better data means better conversations with your head of school and more competitive budgets across our field.
The 2026 MarCom Society Salary Survey closes January 31.
Most schools are losing local search traffic because of one simple mistake:
Inconsistent NAP (Name, Address, Phone) across the web.
Check these 5 places TODAY:
Google Business Profile
Website footer
Facebook page
Niche.com listing
Greatschools.org
If your address shows "123 Main St" in one place a
Tactical Wednesday:
The 5-second homepage test every school should run:
Show your homepage to someone unfamiliar with your school for 5 seconds.
Then ask:
What does this school do?
Who is it for?
What makes it different?
If they can't answer, your homepage fails.
Your homepage should communicate y
Best free graphic design software for K–12 marketers: compare Canva, Adobe Express, and more to boost visuals on a budget.
Quick question for school marketers:
What's the one marketing activity that takes up most of your time but produces the least results?
(I'll go first: Updating the website carousel that nobody clicks on)
Understand what is community relations in K-12 schools. Learn how a strong strategy builds trust, boosts enrollment, and creates lasting partnerships.
Marketing Mistake Monday:
Saying your school is different because you "care about students" or have "small class sizes."
The problem? Every school says this.
Differentiation isn't about being different. It's about being specific.
Instead of "we care," try:
Our 6:1 ratio means every student meets 1-
The 2026 MarCom Society Salary Survey is open, and we're at 209 responses.
Goal: 300+
If you work in K-12 marketing/communications, I need your 10 minutes. Survey closes January 31.
form.schneiderb.com/salarysurvey...
developing marketing personas: a practical guide for K-12 schools to research, build, and apply personas that connect with families and boost enrollment.
