Roberts Digital Educational Marketing

   hello@robertsdigital.com.au
  07 3185 5025

School email marketing

Find out what we can do for  your school’s marketing

As Australia looks for a responsible response to the Coronavirus (COVID-19), including restricting mass gatherings and reducing individual contact, many schools are looking to reduce their unnecessary gatherings and have cancelled their promotional events, such as open mornings and group tours. Many school marketers have shifted their attention to communication responsibilities to keep current families up-to-date with protection measures and date changes.

This will put enormous pressure on our marketing departments in the second-half of the year, when we find the need to catch up on lower than usual enquiry and enrolment numbers for 2021.

The current question for school marketers should be, ‘How can we keep the momentum going while having COVID-19 protection measures in place?’

We are working on strategies with our clients to maintain their school growth and have included a few recommendations to help you maintain yours:

  • Do not pull-back on your brand presence. If national isolation measures are implemented, our target audience will look to media for their social connection and the use of the internet and social media will soar. Think about ways you can increase your presence on social media and push out brand-defining content using video.
  • Try to find a replacement for families that would have attended your open event. This can include creating online Information sessions using webinar software. The focus of these online information sessions will shift from your facilities to your differentiating teaching practices, which as been shown to sell schools better than facilities in any case.
  • For many schools, it is uncertain when they will be able to reschedule their open events. Despite the date uncertainty, we advise our clients to build their audiences with remarketing lists so that when replacements events are announced, they have a warm audience ready to go for targeting.

This season has put a large amount of pressure on school marcomms departments. Through all the busyness, take the time to look after yourself and stay well through this season.

Examples of LinkedIn Newsletters Done by Schools

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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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Need a quote for an upcoming campaign or to learn what’s possible? Get in touch with us for a friendly chat and find out how we can help you.