Boost Kindergarten Enrollment

Marketing Strategies to Welcome New Families

Welcoming new families into a kindergarten community is both an exciting opportunity and a great responsibility. With so many options available today, schools have the chance to make connections in unique ways that will resonate with each family and create a sense of belonging even before the first day of school begins. Here, we’ll explore essential marketing strategies for increasing kindergarten enrollment, fostering connections with new prospects, and building long-term relationships with families.

Turning Interest into School Enrollment

In kindergarten enrollment, we often start with families expressing interest through an inquiry form or school tour. Conversions track how effectively those inquiries lead to enrollment, showing us where families might get “stuck” along the way. Your conversion data offers insight into what’s working—and where there’s room to improve—at each step of a family’s decision-making journey.

Pro Tip: Make your inquiry forms accessible and simple, especially on mobile, as many caregivers start their school research on their phones. Keep forms short to encourage completion and include a warm follow-up email or call to answer questions and build a welcoming connection from the start. 

Building Community to Boost Your Kindergarten Capture Rate

The term “capture rate” refers to the percentage of eligible students in your area who choose your kindergarten program over others. Schools with strong capture rates often have a visible community presence, a solid reputation, and the ability to show how their values align with families’ priorities. 

Schools looking to boost their capture rate should emphasize unique aspects of their program—such as student-centered learning, bilingual classes, or smaller class sizes. A strong capture rate shows families that your program is valued within the community and meets local needs.

Pro Tip: Use a quick survey or informal conversation with newly enrolled families to understand their reasons for choosing your school. Their feedback can inform messaging for future campaigns.

Showcasing Long-Term Benefits for Families Considering Kindergarten

When parents look at kindergarten enrollment options, many aren’t thinking only about the immediate future—they’re considering long-term success. Families want to know that enrolling their child in your kindergarten program will set the stage for strong academic outcomes, from graduation rates to college acceptance or career readiness.

“As a parent, I get excited when I see all the amazing things happening at a school, even if my child isn’t old enough to join in yet,” shares Ashley Winter, CEL’s Content Marketing Coordinator (and first-grade parent). “When schools showcase their unique programs and the experiences they offer, it gives me confidence that my child will be in a place where they can grow, learn, and have fun. Don’t be afraid to let Kindergarten parents see the cool stuff that comes next!”

Pro Tip: Highlight your school’s long-term success by sharing alumni success stories, graduate rate data, college acceptance rates, and more. This gives families confidence that their child’s journey with your school will be a stepping stone toward future achievements.

Awareness vs. Action Campaigns: Meeting Families Where They Are

Every marketing campaign has a purpose, and knowing the difference between awareness and action campaigns can help schools connect with families at each stage of their journey.

“Every school has a unique story to tell, and it’s important that we’re intentional about how we share that with families,” says Andrew A. Hagen, Integrated Communications Coordinator at CEL. “Blending awareness and action campaigns ensures that we’re not only introducing families to our school but also giving them clear steps to engage further when they’re ready.”

Awareness Campaigns are designed to introduce your school to families and build familiarity and trust over time. These campaigns may share your school’s core values, showcase unique aspects of the kindergarten program, or highlight teacher profiles and student successes. They’re essential for building relationships without the pressure of enrollment.

Action Campaigns are all about encouraging families to take the next step—whether it’s signing up for an open house or starting the enrollment process. These campaigns are direct, providing clear calls to action that help families actively engage with your school.

Pro Tip: For the most impact, blend awareness and action campaigns so families feel both informed and invited. For example, you might follow an awareness post about a classroom activity with a post inviting families to visit the school for a tour. This approach meets families where they are and helps them move forward comfortably.

Retaining Families from PreK to Kindergarten

If your school offers both PreK and kindergarten, then retaining families as they transition from PreK can strengthen community bonds and support enrollment. Retention shows that families feel comfortable and supported within your school community—a major benefit for prospective families.

To increase retention, emphasize the benefits of a smooth transition from PreK to kindergarten, such as continuity in learning, relationships with familiar teachers, and established peer connections. These elements reassure families that staying with your school will offer stability and consistency for their child.

The transition from PreK to kindergarten is a time when many parents are testing the waters—considering other schools and different options. This is a school’s chance to show families the value of staying, by emphasizing the trusted relationships and familiar environment that can support their child’s growth. When schools highlight those connections, it gives families confidence in continuing with the school community they already know.

Pro Tip: Don’t assume your kindergarten program is the natural next step in enrollment. Reach out to PreK families early in the year to highlight what your kindergarten program offers. Share testimonials from families who have experienced a successful transition to showcase the positive outcomes of staying within the same school community.

Engaging Families with Older Children: Encouraging Continuity and Trust

While many families may be first-timers, schools shouldn’t forget about those who already have a child enrolled in a higher grade level. These families may already trust the school and feel comfortable with its values, but it’s still important to re-engage them during kindergarten enrollment when they’re considering enrolling their younger student.

Pro Tip: Offer tailored messaging for families with older children. Highlight the benefits of continuity, such as easier scheduling and the ability to build sibling connections. A simple reminder can reaffirm their trust in the school and show that you value their ongoing relationship with the district.

Mapping the Family Journey

Family journey mapping is a powerful way to understand each enrollment step a family takes, from first hearing about your school to enrolling in kindergarten. This mapping process allows schools to see the family experience from their perspective, identifying where support, information, or additional guidance may be needed.

A well-developed family journey map helps schools see opportunities to improve every interaction. Whether it’s making the inquiry process clearer, providing more detailed information on the application steps, or addressing common questions upfront, journey mapping is about creating a smooth, welcoming experience for families.

Pro Tip: Ask current families about their experiences to see where they encountered challenges or felt most supported. Their feedback can help you build a map that reflects your school community’s unique needs and improves engagement.

Effective Awareness Tactics for Kindergarten Enrollment Marketing

Creating a strong presence within the community is essential to kindergarten enrollment. Effective awareness tactics include everything from social media campaigns to in-person events, all geared toward introducing families to your school and building positive associations.  Participating in community events build relationships, trust and an opportunity for all ages to meet other parents, staff, or leaders from the school.  

“Creating a strong community presence means going beyond digital marketing,” says Andrew. “It’s about connecting with families where they are—whether that’s through local partnerships, in-person events, or collaborating with community organizations. These efforts build trust and make sure that when families think about education, your school is top of mind.”

Digital Marketing platforms, like Instagram and Facebook, allow schools to share a glimpse of day-to-day life at school, feature teacher highlights, and showcase parent testimonials. These small moments provide families with a window into your school culture and build trust in a relatable way.

Community Engagement opportunities, such as partnerships with family-friendly local businesses, participation in local events, or hosting educational workshops, help schools become a trusted fixture in the community. By establishing a visible presence, families will think of your school first when it’s time to consider kindergarten options.

Pro Tip: Partner with local family-centered businesses like daycare centers, pediatricians, or libraries. These partnerships can expand your school’s visibility and generate word-of-mouth referrals.

Making Enrollment Personal and Welcoming for New School Families

Kindergarten enrollment is more than just a process—it’s an opportunity to welcome families into your school community. By understanding and enhancing each step of the journey, schools can foster genuine connections that make families feel valued, supported, and excited about joining.