If you’re considering sponsored content with a media partner for your school, you want parents to “step inside,” see their child there and connect with your school’s story.
But how do you create content that builds trust and sets you apart?
Zoe Marketing & Communications understands school marketing, and our team of experienced writers with journalism backgrounds knows what makes a story resonate.
Here, we’ll share six tips to help you create strong sponsored content that feels personal, authentic and effective.
Free Guide
Download Your School Marketing Strategies Toolkit
Discover effective strategies to attract and engage prospective students and their families.
6 tips to keep in mind for your school’s sponsored content
1. Why an emotional connection is essential
A child’s school is a deeply personal decision. Parents want to find the right fit, whether they’re starting fresh or switching schools.
Your content should reflect that.
- Parents should feel like your school “gets” them and understands what they want for their child.
- Think about what your ideal families value culturally.
- Consider “skip-generation” families where grandparents or other guardians are raising children.
The goal is to attract engaged, mission-aligned families.
2. The importance of using authentic photos
A photo is the first thing people see, and it sets the tone.
- Think ‘aspiration’: Parents want to picture their child engaged, respected and thriving.
- More than ‘walls and halls’: Show kids interacting, not just the facilities.
- Professional makes an impact: A pro photographer captures meaningful moments and ensures media releases are covered.
Even if a professional isn’t an option, you can take great smartphone images. A few more tips:
- Use high-resolution images: Clear, horizontal and at least 1200 x 718 pixels.
- Focus on a few kids: Capture genuine expressions in small group settings.
- Avoid stock photos: They feel generic. A well-shot smartphone image is better.
Of course, only use marketing-approved images with signed media releases for kids.
3. Why long-term campaigns work best (i.e., multiple articles)
School choice is a big decision. Parents want reassurance before committing.
- Trust takes time: One article won’t convince parents. A series helps them see your school’s values in action.
- Repetition matters: People won’t retain your message after one look. Crosslink past articles to reinforce key points.
4. Avoiding the pitfalls of academic jargon
Parents want their kids to succeed but don’t think in “educational buzzwords.” For instance:
- Instead of: “common core-aligned subjects” or “instructional scaffolding”
- Try: “Our students gain strong writing and math skills through interactive lessons.”
Make your content feel like a conversation, not an academic report.
5. Consider your audience to be ‘former students’
School sparks emotions. Parents often reflect on their own experiences when choosing for their child.
Help them see how your school is different (and perhaps better) from what they knew. Highlight:
- How you support students who struggle to fit in
- Ways your school builds confidence and friendships
- Stories from parents who found the right fit for their child
6. The power of focusing on people first
Parents don’t choose schools based on test scores alone. They care about:
- Teachers: Are they kind, effective and supportive?
- Peers: Will their child find friends and positive influences?
- Community: Will they feel welcome and connected?
Let teachers and parents tell the story. A heartfelt parent testimonial or a teacher’s perspective on student growth is far more powerful than an admin listing curriculum details.
Next steps for effective school sponsored content
School marketing is personal. You need emotional connections, strong visuals, long-term campaigns and jargon-free, relatable content.
If you want expertly crafted school stories, talk to Zoe Marketing & Communications. Our team helps schools like yours connect with local families.
Still exploring your options? Check out:
