Education Marketing With Metro Parent and Chicago Parent

What do winter, spring and summer have in common? If you’re involved in education marketing, you know — they’re peak enrollment seasons.

That’s why Education Essentials was created. This year-long marketing campaign helps schools in metro Detroit and Chicago reach engaged parents at the right time. It leverages the trusted audiences of Metro Parent and Chicago Parent — both sister companies of Zoe Marketing & Communications.

Here’s how it works and how it can support your enrollment goals.[inline]

7 key things to know about Education Essentials

1. What the Education Essentials campaign includes

This campaign strategically promotes your school year-round with:

• Sponsored content articles to tell your school’s story
• Targeted digital ads to reach parents actively researching schools
• E-edition ads in Metro Parent and Chicago Parent’s digital magazines
• Roundup articles and email promotions to highlight your school during key enrollment periods

It launches in winter and spring/summer, aligning with when parents are making decisions.

2. Who can benefit from Education Essentials

This campaign is ideal for:

• PreK-12 private and charter schools in metro Detroit and Chicagoland
• Public schools in Michigan (where “school of choice” applies)
• Tutoring and enrichment programs with enrollment goals

3. How Education Essentials builds awareness and trust

Parents can’t consider your school if they don’t know it exists. Education is the No. 1 topic on Metro Parent and Chicago Parent, where parents spend 10,000+ hours annually engaging with school content. Here, you’ll:

• Build awareness by reaching 500,000+ local parents in metro Detroit or Chicagoland.
• Stay top of mind with repeated exposure across multiple platforms.
• Establish your reputation by showcasing what makes your school a trusted choice.

4. The three phases of the campaign

Education Innovators — winter (January-February)

Your school is featured as an Education Innovator, reaching 300,000+ impressions with:

• Sponsored content article professionally written and approved by you.
• Website placement on MetroParent.com or ChicagoParent.com.
• Social media promotion via paid Facebook/Instagram ads.
• Inclusion in an Education Innovators roundup & email blast to 50,000 parents.
• Targeted digital advertising delivering 200,000+ impressions.
• Full-page magazine ad in the Jan-Feb issue of Metro Parent or Chicago Parent.

Education Innovators — spring/summer (May-June or July-August)

The second wave of the campaign aligns with summer enrollment pushes, featuring:

• A second sponsored content article to highlight another unique aspect of your school.
• Website and social media promotion to amplify reach.
• Education All-Stars roundup & email blast to 50,000 parents.
• 200,000+ additional ad impressions to retarget engaged parents.
• Full-page magazine ad in either the May-June or July-Aug issue.

Big Book of Schools (June)

Your school is showcased in the only comprehensive school directory for metro Detroit and Chicago, featuring:

• Your spring/summer article republished in the “Education Innovators” section.
• Full-page magazine display ad in print and digital editions.
• Enhanced listing to make your school stand out.

5. The cost of Education Essentials

The full investment is $12,000, covering:

• Education Innovators — winter
• Education Innovators — spring/summer
• Big Book of Schools

6. Optional add-ons for your education marketing

• Sponsored content enewsletter: A custom email featuring your school.
• Retargeting display email: A direct image-based email prompting parents to take action.
• Increased ad impressions: Expand your reach.
• Extra sponsored content stories: Extend your campaign throughout the year.

7. Deadlines and other details.

Schools must sign up by Nov. 17, 2023 to be included in the 2024 campaign.

• Print deadlines apply — you’ll receive a full schedule after signing on.
• You’ll provide input for two custom stories, including a school rep for interviews.
• Free ad design is available if needed.

Next steps for school marketing success

Enrollment marketing requires consistency. Education Essentials delivers strategic promotions to position your school as a top choice when it matters most.

For $12,000, you get expert content, digital ads, magazine placement and targeted emails.

Is this the right fit? Talk to us. Since 2020, Zoe Marketing & Communications has helped schools connect with families and grow enrollment.

Still exploring? Learn more about effective school marketing tactics:

• The best digital marketing tactics to promote your school
• How much to invest in your school marketing budget