Roberts Digital Educational Marketing

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Schools have no shortage of events during the year, whether it be open events to drive enrolments or parent events, such as a school musical. Every event is a reflection on your school and both current parents and prospective parents will draw certain conclusions about your school based on your event’s success. The first part of a strong event is a great promotion. In this article, we will cover how to advertise school events so that each one packs a punch and is well attended.

 

 

How to advertise school events?

We’ve found that the sweet spot for open event promotions is 4-6 weeks prior to the date. If you provide too much time in advance, people may register but forget to attend or lose interest. If not enough notice is provided, they may not have enough time to plan their attendance.

I am also a huge fan of encouraging event registrations so that you can plan for the numbers well in advance and gauge how your school’s promotional efforts are doing as you go, making adjustments in the weeks leading up to the event. The registration form should be as short as possible and include fields, such as the attendee’s full name, phone number and email address so that you can send reminder emails and SMSes before the event.

Your registration page should be dedicated to one event at a time. If you have several open events a year, I would promote one at a time. Having too many date options leads to people postponing their decision.

We’ve drawn an example landing page for an open event that includes just enough for people to make a decision about your event and register their place. The page title should match the exact title in your advertising, and we like to use the same image for the header as what is used in your promotions so that people make the connection that they have landed at the right place.

 

How to Advertise School Events

Other details to include on the registration page are:

•  What attendees can expect to experience at the event
•  A short registration form
•  A little about your College, if this is a promotional event such as an open morning
•  Testimonials about your College or previous event attendees.

You will also want to create a unique thank you page so that you can track the success of your various digital promotions.

Event registrations should go straight into an enrolments database (check out SchoolCampaign) and registrants should get a confirmation email immediately after registration, as well as a reminder email and SMS before the event.

Questions regarding this article? Please email me at mara@robertsdigital.com.au

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Use Video to Add Context and Personality

Video is one of the most effective ways schools can communicate on LinkedIn, particularly when the goal is to explain, reassure, or give context — not to entertain or impress.

For schools, video works best when it focuses on:

  • Short messages from principals or leadership teams
  • Explanations of programs, pathways, or learning models
  • Teachers talking through how learning happens in practice
  • Insights into industry partnerships or senior school outcomes

Used consistently, video helps prospective families and staff understand how a school operates, rather than relying solely on written descriptions.

Below are examples of how schools are using video on LinkedIn effectively.

Use LinkedIn to Support Recruitment, Not Just Vacancies

LinkedIn is widely used for education recruitment in Australia, but posting job ads alone rarely delivers the best results.

Schools that attract strong candidates tend to:

  • Share content that reflects daily life at the school
  • Highlight professional learning and staff support
  • Give visibility to leadership and school values

When job opportunities are shared within this broader context, they reach candidates who already have a sense of alignment with the school.

Encouraging staff to share roles within their own networks further strengthens reach and improves candidate quality.

LinkedIn works best for schools when it is treated as a long-term brand channel rather than a noticeboard.

By focusing on people, consistency, and clear communication, education marketers can use LinkedIn to support recruitment, engagement, and reputation-building — without overcomplicating the process.

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