The Most Common School Marketing Mistakes (And How to Avoid Them)

Avoid these common school marketing mistakes and learn how to build a stronger brand, attract more enrolments, and grow your school with clarity.

Marketing Matters — But Only If It Is Done Right

Many schools are investing time and money into marketing efforts but still not seeing results. Why? Because common mistakes are holding them back from standing out, connecting with families, and converting interest into enrolments.

If you are a school leader or administrator looking to grow your enrolments and build your reputation, avoiding these common mistakes is a great place to start.

Mistake 1: No Clear Brand Identity

If your school branding is inconsistent, unclear or generic, your message will get lost.

Many schools fall into the trap of using generic slogans, mismatched colours, or outdated logos that do not reflect who they are or what they stand for.

The fix: Define your brand clearly. What makes your school different? Is it your approach to learning, your values, your community culture? Build a brand identity that reflects that across your website, marketing materials, and social media.

Mistake 2: Inactive or Poorly Managed Social Media

A Facebook page with outdated posts or a feed that only shares newsletters is not going to attract modern families.

Today, social media is often the first place prospective families go to learn about your school. A weak or inactive presence can harm your reputation and miss valuable opportunities to build trust.

The fix: Post consistently with a mix of content that includes student stories, staff culture, event highlights, and values in action. Use social media to create connection, not just announcements.

Mistake 3: No Strategy Behind Enrolment Campaigns

Many schools only start promoting enrolments a few weeks before the intake date, or rely solely on open day flyers and local ads.

This reactive approach means you are often too late to reach families who are already making decisions.

The fix: Plan enrolment campaigns months in advance. Use targeted social media ads, video content, and strong messaging to guide families from awareness to enquiry. The earlier and more strategic you are, the better your results.

Mistake 4: Messaging That Focuses Only on Information, Not Emotion

Facts are important, but families make decisions based on feelings.

Schools often focus on facilities, academic results, and curriculum — all of which are important — but forget to tell the story of what it feels like to be part of the community.

The fix: Use storytelling. Share real moments. Showcase what makes your school warm, welcoming, or unique. Use video and photography to create emotion, not just information.

Mistake 5: Ignoring the Website Experience

Your website is your digital front gate — but many school websites are hard to navigate, slow to load, or filled with outdated information.

A poor website experience can damage trust and lose enquiries before they even happen.

The fix: Make sure your website is mobile-friendly, easy to navigate, and clearly guides users to take action. Include enrolment buttons, contact forms, and up-to-date visuals that reflect your brand.

Mistake 6: No Measurement or Follow-Up

If you are not tracking what is working, you cannot improve.

Many schools do not measure how many leads they receive, where enquiries come from, or which posts perform best on social media. This makes it difficult to know where to focus.

The fix: Track everything. Use tools like Google Analytics, Meta ad reports, and simple enquiry forms. Follow up with every lead and review what campaigns worked best for next time.

Avoiding These Mistakes Is the Fastest Way to Grow

Every school has its strengths. But if your marketing is not clear, consistent, and targeted, those strengths will not be seen.

Fixing these mistakes will help you:

• Increase quality enrolment enquiries

• Build a strong and trustworthy reputation

• Create clarity in your communications

• Strengthen connection with your existing school community

Need Help Getting It Right?

Brisbane School Marketing works with schools across Queensland to avoid these exact issues. We manage social media, create professional video content, build strategic enrolment campaigns, and help schools communicate their story with confidence.

Let us help you avoid the common traps and grow your school with clarity and impact.