Integrated Marketing Strategies to Boost Kindergarten and School Enrollment

Enrollment is a critical focus for schools, especially as many face declining enrollment due to demographic shifts, increased school choice, and other factors. With so much competition, schools need to take a strategic approach to telling their story, connecting with families and staff, and building trust. That’s where integrated marketing shines.

At CEL Marketing PR Design, we’ve worked with public, private, and charter schools, districts, educational organizations, and collectives nationwide to implement creative, effective, and measurable marketing strategies that drive enrollment. From kindergarten campaigns to increasing single-class enrollment to full-district efforts, we’ve seen firsthand how the right mix of communications, community engagement, and branding can make all the difference.

What Is Integrated Enrollment Marketing, and Why Does It Work for Schools?

Integrated marketing combines different tools and tactics—such as messaging, branding and design, social media, advertising, and community engagement—to create a unified, consistent strategy. For schools, this approach ensures that families hear a clear, compelling message across all touchpoints, whether they visit the school’s website, see an ad on social media, or attend an open house.

Key benefits of integrated marketing for enrollment:

• • Builds trust and credibility by ensuring consistency in your message.
  • Reaches families where they are—online, in the community, and beyond.
  • Makes the most of your marketing budget by aligning tactics for greater impact.

“Families today are making important decisions about their child’s education based on more than just academic performance. They want to feel a sense of connection to the school, which is why a strong, integrated marketing strategy is essential to building trust and driving enrollment.” – Chelsea Janke, VP of Integrated Marketing, CEL Marketing PR Design

At CEL Marketing PR Design, we’ve worked with public, private, and charter schools, districts, educational organizations, and collectives nationwide to implement creative, effective, and measurable marketing strategies that drive enrollment. From kindergarten campaigns to increasing single-class enrollment to full-district efforts, we’ve seen firsthand how the right mix of communications, community engagement, and branding can make all the difference.

Proven Kindergarten Enrollment Strategies That Work

1. Craft a Compelling Story

“Why should I enroll my child in your school?” That’s the question every school must answer—and answer well.

For decades, the choice for many families was simple: their neighborhood public school. But today, with more educational options available—including charter schools, online and virtual learning, and homeschooling technology—schools must take a proactive approach to enrollment. Relying on historical trends is no longer enough; families need a compelling reason to choose your school.

A strong narrative does more than highlight academic success. It brings your school’s values, culture, and community to life. What sets your school apart? Perhaps it’s a hands-on learning environment, a commitment to individualized support, or a vibrant arts and athletics program. By shaping and sharing your story through real experiences, testimonials, and clear messaging, you create an emotional connection that builds trust and inspires families to enroll.

Case Study: Northeast College Prep – Storytelling That Drives Enrollment Growth

When Northeast College Prep (NECP), a K-8 charter school with a diverse student body, realized its marketing wasn’t resonating with the local community, they turned to CEL for support. Despite its unique multilingual environment—where students learn English, Spanish, and Arabic—NECP’s messaging wasn’t effectively connecting with prospective families.

CEL took a storytelling-driven approach, focusing on real student and family experiences. Through focus groups with current NECP families and community members, we uncovered a common theme: families loved the school, but the marketing materials didn’t reflect their experiences or the school’s inclusive, global identity. To bridge that gap, we helped NECP:

• • Empower families as ambassadors – We provided resources, templates, and messaging for word-of-mouth marketing, leveraging trusted community channels like WhatsApp and local family organizations.
  • Strengthen the school’s online presence – A refreshed website and social media strategy helped ensure prospective families saw an authentic, welcoming school environment.
  • Enhance visibility in the community – From translated rack cards and social media graphics to pop-up banners and event materials, every piece of marketing was designed to reflect NECP’s vibrant, multicultural foundation.

The results were immediate and measurable. NECP not only met its enrollment target—it exceeded it by 5%, leading to the addition of an entire new kindergarten section.

This success story demonstrates that when a school’s marketing aligns with its authentic story, families connect in a meaningful way. Instead of relying on traditional advertising alone, an integrated storytelling approach creates emotional connections that lead to enrollment growth.

2. Leverage Social Media and Digital Advertising

Families are more connected than ever, spending time on social media, researching schools online, and engaging with digital content. To effectively reach modern families, schools must find them where they are online—with strategic, engaging, and visually compelling digital marketing.

From targeted ads and branded social media campaigns to SEO-rich content and interactive lead-generation tools, integrated digital marketing allows schools to tell their story, attract prospective families, and nurture them through the enrollment journey

Case Study: Laura Jeffrey Academy – Driving Enrollment Through Digital Marketing

Laura Jeffrey Academy (LJA), a STEM-focused charter middle school, is shaping the next generation of critical thinkers and innovators. But like many public charter schools, LJA faced enrollment challenges during the pandemic and needed a fresh approach to raise awareness and attract new families.

By partnering with CEL, Laura Jeffrey Academy developed an integrated marketing strategy that refined its messaging, refreshed its branding, and amplified its digital presence. This multi-pronged approach included:

• • Eye-catching branding refresh – CEL’s award-winning design team reimagined LJA’s visuals, incorporating vibrant colors, playful science-themed elements, and crisp logo refinements to better reflect the school’s dynamic environment.
  • SEO-rich website content – The school’s website was optimized for search engines, improving layout, design, and navigation to make it more user-friendly for families researching their options.
  • Branded social media campaigns – New social media templates, a refreshed hashtag (#LJArocks), and a new tagline—“Your future is loading. Let LJA be your launch pad to success.”—helped create a strong and consistent digital presence.
  • Lead-generation strategies – Gated content, such as “5 Ways to Spark a Conversation with Your Middle Schooler,” encouraged prospective families to share their email addresses, building a warm lead list for follow-up communications.

These strategies significantly increased website visits, doubled social media engagement, and generated more tour requests from interested families. Additionally, most of LJA’s selected keywords ranked on the first page of Google, improving their visibility to prospective families searching for middle school options.

Integrated Marketing Fuels Enrollment Growth

Beyond digital efforts, CEL helped LJA take a well-rounded approach by combining online and offline marketing, including:

• • Outdoor “Now Enrolling” signage to increase local visibility.
  • Direct-mail invitations to STEM-centered “Make-and-Take” events, reaching families with 4th and 5th graders.
  • An ambassador program that empowered current LJA families to share their experiences and recruit new students.
  • Welcome packets for newly enrolled students, including a celebration certificate and branded school swag to foster a sense of belonging from day one.

The impact was clear: Laura Jeffrey Academy met its enrollment goal for the 2022-23 school year and achieved full enrollment capacity in for the 2024-2024 school year. LJA is now implementing additional strategies from CEL to sustain and grow enrollment in future years.

LJA’s success underscores the power of integrated digital marketing in school enrollment efforts. By combining a strong online presence with strategic messaging and community engagement, schools can attract the right families and build lasting connections.

3. Build Relationships: The Foundation of Enrollment Success

Relationships are at the heart of every successful enrollment strategy. While digital marketing and advertising can spark interest, personal connections are what ultimately build trust and drive families to make enrollment decisions. When families feel seen, valued, and heard, they are more likely to not only enroll but also become advocates for the school.

Case Study: Salina Public Schools – How Relationships Led to Enrollment Growth

Salina Public Schools, a district serving more than 6,800 students in central Kansas, recognized early signs of enrollment shifts due to changing birth rates and pandemic-related disruptions. Rather than waiting to see how the numbers would play out, the district took a proactive approach, working with CEL to develop the “Greatness Grows Here” campaign—an integrated, multi-channel, relationship-driven enrollment marketing initiative.

The campaign leveraged personal outreach, word-of-mouth influence, and community engagement, all wrapped in a fresh, visually appealing brand identity. The results were undeniable: Salina exceeded its first-year enrollment goal and built a sustainable plan for continued growth.

Personal Outreach: A Concierge Approach to Enrollment

One of the most effective aspects of Salina’s strategy was its personalized re-engagement efforts, designed to reconnect with students who had not re-enrolled after the spring of 2020. Understanding that direct, one-on-one interactions were the most powerful tool for bringing families back, Salina focused on:

• • Principal-led outreach – School leaders personally called and emailed families who had not returned, rekindling conversations and providing support for re-enrollment.
  • Handwritten postcards – Campaign-branded postcards allowed principals to send personalized notes, reminding families of their connection to the school.
  • Email nurturing campaigns – A targeted email series helped reinforce personal outreach efforts by providing enrollment resources and answering common questions.

While this approach took time and effort, the results were worth it. Many families who had chosen alternate educational options chose to return to Salina Public Schools.

The “Greatness Grows Here” campaign not only helped Salina meet its short-term enrollment goals, but it also established a strong brand that continues to resonate with families and staff. By prioritizing relationships and personal outreach alongside digital marketing, the district now has a sustainable framework for continued enrollment success.

The Key Takeaway: Relationships Matter

Enrollment success isn’t just about marketing—it’s about connection. By combining strategic branding, personal outreach, and community partnerships, schools can create an integrated enrollment strategy that is both effective and sustainable.

A Strategic Approach to K-12 Enrollment Growth

Enrollment is more than a numbers game—it’s about connection, trust, and building a school community where families feel welcome and engaged. As schools face increasing competition and shifting demographics, an integrated marketing strategy is no longer optional—it’s essential.

When schools embrace a holistic marketing approach—one that combines storytelling, digital engagement, and personal outreach—they can more effectively target their intended audience and meet enrollment goals.

Let’s Build Your Enrollment Marketing Strategy Together

Your school has a powerful story to tell, and families in your community are looking for a place where they belong. CEL Marketing PR Design is here to help you craft an integrated, results-driven enrollment strategy that ensures your message is heard—and that families choose you.

Ready to take the next step? Let’s talk. Contact CEL today to start building a customized enrollment marketing plan that drives results.