Why They Enroll: The Power of Advertising in Education Choices

1. Understanding the Decision Makers: Parents and Students

When it comes to school admissions, parents are the primary decision-makers. They are looking for safety, quality education, values, discipline, and future opportunities. But in the case of colleges, students play a bigger role. They want a good campus experience, placement opportunities, and modern courses. A successful marketing plan should speak to both.

2. What Makes a Parent Choose a School or College?

It’s not always about which institute is the biggest. It’s about which one communicates its value better.

• Trust-building: Through real success stories, alumni testimonials, and showing results.
• Visibility: If a school or college is not seen, it is not remembered.
• Emotion & Aspiration: Parents don’t just buy a service—they buy a future for their children.

You must have seen schools like Velammal, Chettinad Vidyashram, or PSBB regularly advertising on buses, billboards, newspapers, and online. They showcase results, student achievements, and upcoming events. That creates both familiarity and credibility.

3. Marketing Strategies That Work for Educational Institutes

Let’s keep it simple and effective:

a) Offline Marketing

• Theatre Advertising – While watching a movie, a short ad about a school/college can target both students and parents at the same time.
• Newspaper Ads – Still powerful. Parents of school-going children often read regional dailies like Dinamalar, The Hindu, or Dina Thanthi.
• Hoardings/Billboards – Near tuition centers, coaching institutes, and residential areas.
• Events & Education Fairs – A direct way to connect with both parents and students face-to-face.

b) Online Marketing

• Google Ads – Appear when someone searches “Best school in Coimbatore” or “Top Engineering College in Tamil Nadu.”
• Social Media Ads – Instagram Reels, YouTube Shorts, and Facebook Ads can showcase campus life, events, and success stories.
• Influencer Marketing – Local influencers, education YouTubers, or alumni can review or talk about the college/school.

Colleges like SRM University and VIT run targeted YouTube ads showing their infrastructure, placement rates, and lifestyle. These reach students directly and create aspiration.

c) Media: The Backbone That Connects Both Worlds

Media is the engine that delivers your message to the right audience. Whether offline or online, choosing the right media ensures your brand gets noticed and remembered.

• Media Buying & Planning – Selecting the right platforms (TV, newspaper, social media, cinema, Magazine, etc.) based on your target audience.
• Creative Production – Designing visuals, videos, and ads that emotionally connect with parents and inspire students.
• Consistent Brand Messaging – Ensuring your school or college is represented professionally across all touchpoints.
• Multi-Platform Integration – Blending offline and online efforts to maximize reach and repetition.
• Performance Tracking – Analyzing what works and refining campaigns for better results.

4. Reaching the Parents More Effectively

• Speak in regional language in ads—it creates a personal connection.
• Use parent testimonials to build trust.
• Show student success stories—entrance exams, placements, scholarships.
• Focus on safety, discipline, and values in communication.

5. How Students Get Influenced

• Students are attracted to visuals—videos of campus life, fests, tech events, and labs.
• Showing what’s trending—AI labs, robotics, coding clubs, media courses—helps in standing out.
• Free workshops, webinars, or campus tours create personal engagement.

6. Making Interest into Enrollments: The Marketing Funnel For Education

Here’s a simple 5-step flow:

• 1) Awareness – An ad on social media, a theatre screen, or a newspaper creates interest.
• 2) Research – They visit the website or call for brochures.
• 3) Engagement – Attend a campus tour or virtual seminar.
• 4) Trust-building – See reviews, alumni videos, success stories.
• 5) Decision – Parents are convinced, students are excited. Enrollment happens.