Best Practices for School Sponsored Content Articles

I'll never forget it. When my younger son was in third grade, my husband and I went to a parent-teacher conference. After we left, my husband said, "I don't think I've ever heard the word 'rubric' said so many times in one discussion."

The teacher seemed more focused on kids' academic scores than seeing them as individuals. It felt ... detached. And that's what you don't want when marketing your school in sponsored content articles.

If you're considering "spon con" for your school, you're likely anxious to tell your story. You want parents to "step inside" and see their child there. And you want to do it in a way that resonates, connects, builds trust and sets you apart. But how?

Each year at Zoe Marketing & Communications, we produce over 100 sponsored articles for preK-12 schools in southeast Michigan and Chicagoland. With 35+ years of experience in the publishing industry, we also know what makes a really impactful story.

That's why we wrote this blog. It breaks down top tips for school spon con, including:

1. Why an emotional connection is essential

2. The importance of using professional photos — and not stock art

3. Why long-term campaigns work best (i.e., "just one" won't work)

4. Avoiding the pitfalls of academic jargon

5. Consider your audience "former students" as much as "parents"

6. The power of focusing on people first (and how to do it)

By the end, you'll feel more at ease and confident about what great sponsored content looks like for schools. And you'll see why making it personal matters so much.

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1. Why an emotional connection is essential

A child's school environment — and entire educational experience — is a deeply personal choice for parents. If parents are looking to start at a school or switch schools, they want to help their child be successful.

This means, often, your sponsored content should appeal emotionally to parents. Readers should feel like the school "gets" them and knows what they want for their child.

Consider what your ideal enrollee wants in a school culturally. Plus, consider whether "skip-generation" parenting is a factor — i.e., are grandparents or other guardians raising children? That affects your message, too.

Ultimately, you want your story to appeal to those who are engaged, involved and aligned with your school's mission.

2. The importance of using professional photos — and not stock art

A photo really is worth a thousand words. We mention this "high up" because it also appears "high up" in your article. Literally, it can be the first thing people see. And it has an impact.

Think 'lifestyle aspiration'

To some extent, education falls into this category. Parents picture their kids engaging with others, being liked and respected, and getting along with their peers and teachers. A photo should capture this feeling.

More than 'walls and halls'

Photos are never about a media room or swimming pool — but always about what kids are doing in these spaces. Show happy children working hard and having fun.

Professional makes an impact

These photos can be a challenge to take. Pros know what to look for and how to capture interactions. It's worth having them spend time in your school taking photos (and video, if that's part of your marketing strategy) to have them when you need them. They'll also be mindful of media releases — i.e., not taking photos of kids whose guardians haven't given consent.

Always aim for authentic

Even if a professional photo is out of the question, keep these three tips in mind:

1. High resolution: Make sure the image is clear, horizontal (i.e., if using a smartphone, turn it sideways) and large enough to display across the top of the article. (At Zoe, we recommend 1200 x 718 pixels.)

2. Focus on a few kids: Don't try to capture the entire classroom. Aim for a small number of kids working together. Capture their facial expressions. 

3. Original is better than stock: Avoid stock. It has a "canned" feeling that doesn't capture your school. Better a decent smartphone photo than "professional" stock. Practice by taking photos of your teachers and administrators. You'll soon get the hang of what makes a great picture.

3. Why long-term campaigns work best (i.e., 'just one' won't work)

Choosing a school is a high-stakes decision. Parents want to make the right call when their kids are young so they don't have to uproot them later — unless it's absolutely necessary.

Gaining trust is a process

It's up to schools to "woo" families and give them a good feeling about their school — beyond test scores and academics. 

Parents want to know they are joining an educational community that cares about their child and their family. This takes time. So don't expect a parent to convert based on one piece of sponsored content.

Your goal is to build trust. If you're seeking loyal parents whose whole families will make a positive contribution to your school, invest the time to share information and tell success stories about your school.

Repetition is healthy

Attention spans are short. People need repetition. They won't retain your school's message after one look. Invite parents to "come back again" and learn more in future stories.

Different topics are critical for each story, but don't be afraid to repeat things you've "already said." It fortifies your message. And it's an excellent opportunity to "crosslink" to past articles.

4. Avoiding the pitfalls of academic jargon

Remember the "rubric" story at the start of this blog? It's a classic case of jargon.

Parents love feeling that their kids are successful in school. They don't brag to other parents about "common core-aligned subjects," "differentiated instruction," "manipulatives," "21st-century skills," "instructional scaffolding" — or any of the buzzwords you might use daily.

So, instead, share stories about all the ways kids become successful at your school — in plain, accessible language.

There's a "knowledge gap" with jargon. Assume parents can understand what these things mean. But don't use the terminology that's second nature to you.

Check out these examples of jargon-free sponsored content:

•  An account of real-world learning at a private 2-12 school

• A look at the power of electives in a high school

5. Consider your audience 'former students' as much as 'parents'

The thought of school, for many parents, brings up memories of their childhoods — and school experiences. This can be a good thing, or it can be a bad thing.

Put your feet in the shoes of the parents you're trying to attract. Think about what they might care about emotionally. And be honest about what life's truly like for kids at your school.

Show them that your school, today, isn't like the school they attended when they were young. Share stories about how you work with children who struggle to fit in or learn. Let parents know you're committed to today's version of them.

Make building trust and relationships your primary goal. You want parents to feel comfortable enough to come to conferences, volunteer in the classroom, belong to the PTA and — most important — share these positives with others who are also looking for a school for their child.

6. The power of focusing on people first (and how to do it)

Your school is so much more than a number. And parents choose a school based not just on the facility or the test scores, but on the whole package. That includes:

• Teachers: Are they consistently good, effective, kind, caring?

• Their child's peers: Are they a good influence? Potential best friends?

• Other families: Will parents become friends, allies and work together to help achieve school goals? Will your teachers and administrators work to connect families?

So, what personal anecdotes can you share about the feel-good factor at your school? 

Let teachers and the parents tell the story. Trust that teachers will achieve more than your administration will by discussing the curriculum they use. And give parents free rein: Pre-arrange for one mom or dad to talk about their own experience at your school.

Explore these examples of people-centric sponsored content articles:

• A former student shares their story

• A parent tells their own story

• A teacher shares their story

Next steps for effective school sponsored content articles

As you can see, sponsored content for schools is a unique — and deeply personal — form of marketing. In this blog, you learned that an emotional connection is essential to building trust. Also, it's best to use professional photos to show your students experiencing your school.

We also detailed how long-term campaigns (and repetition) make an impact with parents. Avoiding educational jargon is important for connection, too. Consider parents' own childhood experiences with schools (good and bad). Finally, rely on your school's teachers and parents to tell their own stories about positive experiences at your school.

Crafting compelling sponsored articles takes skill and insight. If you're seeking help, contact Zoe Marketing & Communications. We'll pull from our experience writing 100+ annual articles for preK-12 schools to create stories tailored to your school.

If you're not sure or still exploring your school's options, dive deeper into:

• What are sponsored content articles — and are they right for me?

• What are the best digital marketing tactics to promote my school?

Remember: Use personal connections with your school's existing community to help your enrollment grow.