Unleashing the Power of Recruitment Marketing in K-12: A Conversation with Schola's CMO, Carlos Melendez

Drive Successful School Enrollment Strategies with EdTech Marketing Moves

The Evolution of Enrollment

In episode 9 of the EdTech Marketing Podcast , host Mateo shares a candid conversation with Carlos Melendez , the CMO of Schola , about recruitment and enrollment in schools. As Carlos recounts, the journey of growing Schola from a small team into a 70-strong company has taught him the value of product market fit and tailoring products to specific school systems.

His experience underscores a critical aspect hindering the prosperity of schools—the struggle with marketing their brand and attracting student enrollments.

The Social Media Battleground

In the age of digitization, Carlos points out that social media has become pivotal for schools seeking to expand their reach. Platforms such as TikTok, known for their popularity among younger demographics, provide ripe opportunities for schools to engage with prospective students and their parents.

To resonate, schools need to comprehend their unique community characteristics and deliver tailored messages. However, the effectiveness of such efforts will significantly rely on the quality of engagement materials.

Reimagining Enrollment Signage

One unique insight Carlos shared revolves around rethinking traditional "now enrolling" signage. He views these signs as diminishing exclusivity of the institution. Instead, he proposes replacing the message with an "apply now" call to action. This simple change can stir a sense of urgency and create an aura of exclusivity.

Tech Adoption for Successful Enrollment

Carlos additionally accentuates the role technology plays in effective school enrollment strategies. Employing cutting edge platforms and communication tools, such as QR codes and text messaging, can significantly simplify information capturing and promote parent engagement. He suggests that school leaders should readily adopt these digital strategies within their overall enrollment plans for better targeting and results.

Dealing with the COVID-19 Impact on Enrollment

As COVID-19 continues to disrupt the education sector, a heightened number of families are failing to show up for school. Due to this, Carlos advises maintaining a reserve pool of prospective students to fill the gap if needed. Schools should also double down on marketing activities during high engagement months to ensure sustained resource availability during summer.

Video: The Secret Sauce to Recruitment Marketing

Carlos emphasizes the power of video and social media platforms in recruitment marketing strategies. Providing free videos to schools to showcase their campuses can boost attraction among prospective students. Repurposing these videos for landing pages, social media ads, and official websites can further expand reach and engagement.

The Importance of ROI Tracking in Marketing Efforts

Carlos reiterates the significance of monitoring return on investment in marketing initiatives. Tracking spending and student acquisition numbers via various channels such as billboards or mailers is crucial for evaluating the effectiveness of recruitment strategies.

Want to listen to the full podcast recording? Click here

We're not just attracting students, we’re connecting families with the right schools." - Carlos Melendez, CMO at Schola