How school and education marketing has changed since the pandemic (And why it is so much harder!)

Everything seems to have changed since the COVID-19 pandemic, and so has the way schools and educational organisations approach marketing. Education marketing professionals are facing what feels like an ever-changing landscape where traditional strategies no longer suffice.

From fluctuating economic conditions to evolving government policies, marketing teams in the education sector must now be more agile and adaptive than ever before. In this post, we explore how education marketing has changed since the pandemic and the unique challenges marketers face today.

We think the list of impacts could be quite long, so we have grouped it into our top four.

1. Uncertainty in the cost of living

The cost of living has risen sharply since the pandemic, and this has had a direct impact on how schools, businesses, and organisations market to prospective customers and families. With many families now more price-conscious, school fees and associated costs have become a larger part of their decision-making process.

This means that education marketing teams have had to shift their messaging. No longer is it just about promoting the quality of education or extracurricular activities; schools must now demonstrate the value they offer for the cost. There’s a growing need to communicate financial aid options, scholarships, and other support systems that can ease the financial burden on families.

Moreover, with families continuously re-evaluating their financial situations due to inflation and economic shifts, marketers are struggling to predict trends and plan long-term campaigns. Budgets must be more flexible, and real-time data has become an essential tool for adjusting strategies quickly.

2. Constant changes to government mean constantly moving targets

In the post-pandemic world, government policies surrounding education are more fluid than ever. From new guidelines on remote learning to fluctuating rules on student admissions, government policies are in constant flux. This makes it difficult for marketing professionals within schools to create consistent and long-term plans.

The incoming changes to VAT for independent schools have long been a worry, but the implementation seems to have just compounded these fears.

Additionally, policies around international students, funding allocations, and mental health support have also shifted. Marketing teams must constantly stay informed, ensuring that their messaging aligns with the latest regulations while also appealing to families seeking stability and support during these uncertain times.

3. More technology is available than ever

If there’s one positive outcome from the pandemic, it’s the acceleration of digital transformation in education. School marketing, once reliant on in-person events and printed materials, has fully embraced digital tools. Virtual open houses, webinars, social media campaigns, and video content have become essential to modern school marketing strategies.

However, digital marketing poses new challenges. Parents and students are now bombarded with information online, so it’s harder than ever to stand out. Marketing professionals need to invest in data-driven approaches, using analytics to target specific demographics and create personalised experiences. SEO, social media engagement, and paid digital advertising have all become key skills for school marketers.

The rise of digital platforms also means schools can reach a wider audience than ever before, including international students. But with this comes increased competition, as schools worldwide are now vying for the same attention. Marketers need to be more strategic in positioning their school as unique, showcasing its culture, values, and community in ways that resonate with their target audience.

4. Being agile and flexible

Perhaps the biggest lesson learned by school marketing professionals during the pandemic is the need for flexibility. The old way of creating a year-long marketing plan and sticking to it is no longer viable. Marketing strategies must now account for sudden changes in government policy, economic conditions, and even public health concerns.

This has led to a rise in short-term campaigns, real-time adjustments, and adaptive content strategies. Marketers must be prepared to pivot at a moment's notice, whether it’s shifting the focus of a campaign or reallocating the budget to meet emerging needs.

Trying to embrace the new marketing paradigm

The marketing landscape for schools has changed dramatically after the pandemic, and it’s unlikely to return to its pre-2020 state. Today, marketing professionals within schools must navigate a constantly changing world, with economic fluctuations, shifting policies, and a digital-first approach reshaping how they connect with families and students.

To thrive in this environment, education and school marketing teams must be more agile, data-driven, and focused on delivering value. Success now lies in the ability to remain flexible, stay informed, and adapt to the ever-changing needs of both the school community and the wider world. Marketing for schools is no longer just about promoting programs—it's about offering reassurance, stability, and support in an unpredictable world.

If you're navigating these challenges as a school marketer, remember that flexibility, adaptability, and empathy are now your greatest assets in connecting with your audience.

We are here to help if you would like to talk through any of these points.