How Much Should I Spend on My School Marketing Budget?

"We need to enroll 20 kids in our school. But we only have a $1,000 budget." 

If this — or some version of it — sounds familiar, you're not alone. Schools are feeling the anxiety of drumming up enrollment more than ever. In fact, according to the U.S. Census' latest report in 2021, enrollment is at its lowest level in over 20 years.

And we'll be blunt: $1,000 is unlikely to net even one new student. We've tried. At Zoe Marketing & Communications, we specialize in regional preK-12 school marketing via our sister businesses, Chicago Parent and Metro Parent (in southeast Michigan). Over 30% of our clients are preK-12 schools. And in our 35 years in business, we've seen what works — and doesn't.

In this article, we'll help you with some of the most common school marketing budget pickles:

• What are the "industry standards" for school marketing spending?

• What are some baseline considerations for my school? 

• How much should I expect to spend on key school marketing tactics?

• No way around it: I have a small budget. What can I do?

This insight will help you face your school marketing budget worries. By the end, you'll better understand the investment it takes to make your marketing work — and the next steps.

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What are the 'industry standards' for school marketing spending?

In other words, what's a good point of reference? Like so much in marketing, it depends. But here are some solid insights to get your bearings.

Aim for a percentage

School marketing budgets tend to run from 2-12% of your annual revenue. It's a wide gamut. Of course, higher is ideal. But lower might be more realistic for your school — at least to start.

Understand the trends

Most schools rely on marketing and have "healthy budgets" for it, notes the latest Niche report on preK-12 enrollment and marketing. Needs and percents vary, of course. But in its survey of 760 charter, private and public schools, it discovered:

• 19% of schools have no allocated budget for traditional marketing. 

• 17% of schools spend $20,000 or more per year (private boarding/day schools led the pack)

• 31% of schools have no budget allocated to digital marketing — which is a very effective marketing approach for schools.

Keep it sacred

Whether you're in the "no budget" camp, the $20,000 arena or in between, strive to make a percentage of your budget sacred. 12% might be flat-out unfeasible, but what about 2%? Make it untouchable.

Sometimes, a marketing budget can feel expendable — especially compared to other expenses. Understand that as you invest consistently, your budget will grow.

What are some baseline considerations for my school?

Start by looking at essential costs — as well as how much money you're receiving for each student. Here's a closer look at these key factors.

Get the big budget picture

Schools are complex, with plenty of expenses beyond marketing. There are certain fixed costs to educate kids, pay teachers and administration and, of course, run and maintain buildings. For marketing, you'll want to consider:

• Your school's goals: Where does enrollment rank in your school's vision plan/priorities?

• Your school's size: It largely determines how much money is in the budget.

• Your school's enrollment capacity: What is it? How close are you to it? How will it change from year to year as students age out?

• Your school's competition: How many nearby schools are similar in size and type to yours? Your geographic region also plays into how competitive your market is.

• Your marketing resources: What is your current budget? What are you doing now, if anything, and how is it working? Where should you spend more?

• Economic factors: Inflation is real. Consider increases for supplies, salaries, etc.

Hone in on per-pupil spending

Public and charter schools get a set amount of money per student per year. According to EducationData.org's latest June 2022 update, those numbers, for Zoe's markets, are:

• Illinois: $16,277 per pupil

• Michigan: $12,053 per pupil

Private schools, meanwhile, set that amount in what they charge for tuition. That varies school by school but can be less or more (sometimes much more) than the state funding.

Literally, these numbers tell you how much a student is "worth." That doesn't mean it'll take that exact amount in marketing dollars to get one student. But if you need to enroll 20 kids and your entire budget is $1,000? It's easy to see that it won't stretch far.

How much should I expect to spend on key school marketing tactics?

School marketing works best using multiple tactics. That said, what you invest in depends on your enrollment goals and competition. Here's a look at some top tactics and a sense of cost.

Digital advertising

A cost-effective starting point. For small- and mid-size businesses, rates can start as little as $100 or $200 per campaign per month. More generally, though, expect around $1,000-$2,000 on the low end and up to $7,000-$10,000. These include:

• General display ads: These web ads, typically served via Google, are "CPM," or cost per mille (that's Latin for "thousand") impressions. So, every 1,000 times Google loads your ad, you're charged. Costs are a reasonable $0.50 to $4 per 1,000.

• Pay-per-click (PPC): These web ads are pricier. You pay each time someone clicks your ad. Google Ads' PPC averages $1-$2/click.

• Social media ads: It depends on the platform. But most minimum budgets are around $1-$2/day for impressions and $5/day for clicks or views (YouTube is higher at $10). 

• Retargeting ads: Once someone visits on the landing page you're promoting, you can "retarget" them with even more specific ads. Google's rates are about $0.70-$1.25/click.

Content marketing

Telling your story and establishing yourself as an education leader is highly effective in school marketing. It drives awareness and affinity. It is also more expensive. This includes:

• Sponsored content articles: A partner media company that can reach your audience promotes your story on their website. Costs range $250 to $2,000 and beyond for one article. Expect to buy at least four (well-crafted content increases the rates).

• Blogs and downloads: Consider content for your website, too. This requires an extra spend for either staff or professional writers (rates can range $50-$2,000/piece).

Email marketing

Whether you're sending out a display ad or content, email is another potent, high-return tactic. Writing, designing and crucial audience access can all add up to $500-$2,000 per month.

No way around it: I have a small budget. What can I do?

We feel you. Here's a top tip for stretching a smaller budget — and, if you're wearing that marketing hat, making a case to your school to spend more.

Harness partners

You'll get more impact by teaming up with an aligned media partner. When you reach their audiences, you're leveraging their affinity with their readers. That's more impactful than running solo "cold" campaigns.

You'll get some of that "residual esteem" people feel for a long-time influencer, like Metro Parent or Chicago Parent.

Discover data

A typical cost question we get from clients is not, "How much?" but rather, "What's reasonable?" It's a critical distinction.

To find out:

1. Research marketing spending for similar local schools your size.

2. Compare that to your school's goals, and what it'd cost to get there.

3. Present that to your administration.

What are my next steps?

Marketing is an investment for any preK-12 school — one that pays off with enrollment. In this blog, you've learned to aim for 2-12% of your budget. But if you're not there, it's best to start with something, keep that amount "sacred," and allow it to grow as your enrollment does.

Plus, per-pupil spending is vital in helping drive a dollar amount. How much is a student worth? Consider that when budgeting.

You also have a better sense of best marketing tactics, like digital ads and content marketing, and what those cost. And finally, we touched on why media partnerships help if you have a small budget — and how to convince your school to budget more.

If you feel ready to invest in your school's marketing, connect with Zoe Marketing & Communications. We'll guide you through the best options for your school's needs.

And if you're still researching, explore these blogs for more insight:

• The best digital marketing tactics to promote your school

• The benefits of the Education Essential Marketing Campaign (specific to metro Detroit and Chicagoland)

Remember, investing in school marketing can be a mindset shift. But once the enrollment ball is rolling, it can also help put your mind at ease about your school's future.