Roberts Digital Educational Marketing

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School email marketing

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

Okay, so it’s officially planning season for our 2024 marketing! BUT before you decide where you need to spend your marketing budget, I’d like you to take a step back and consider these five MARKETING PHASES.

Understanding them is going to focus your efforts in the right direction.

1 Awareness

This is where you really just want to get your name out there. Maybe you’ve opened up a new location, you’re a new organisation just launching in a market. Or you’re catching up for 10 years of bad marketing from your predecessors!

2. GROWTH

This is where you have all your marketing foundations in place, but you really are just trying to get bums on seats and sales made. This is where you’ll focus all of your marketing budget on getting those sales over the line.

3. BRAND BUILDING

This is where you just want to focus on a few key messages that you want to embed in the minds of your consumers and all your efforts are focused on getting these messages onto various platforms.

You may also want to fix misconceptions in the market or fix the reasons why people aren’t considering you in their buying decision process.

4. RETENTION

This is where you have healthy growth happening, but you’re finding that the churn of customers, especially for service-based organisations is perhaps not where you’d like it to be. You’ll be focusing your marketing budget on changing the perceptions and the satisfaction of your current clients so that they stay with you for the long term.

5. MAINTENANCE

The last phase is where us marketers have it made for us. It’s the maintenance phase and this is where you are doing a great job across the board and have a strong brand presence and market share and you are just looking to maintain that position in the market.

Knowing which phase you’re at is really going to help you to set the majority of your budget towards achieving the right goals. Having that clarity right at the beginning of the planning process is going to give you a super impactful 2024 marketing plan!

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.

Delivering Exceptional Outcomes

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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.