A new day for public school marketing

Public school programs are stronger than ever, offering more options for students and families than their charter or private/independent school competitors. With diverse offerings and stellar career-readiness programs, public schools are setting their students up for success every day and strengthening our communities in the process. 

Yet, charter, private/independent, and other alternative schooling options, such as homeschooling, continue to rise in popularity. Following a national trend seen in most states, public school enrollment was already starting to flatten before the pandemic. Post-pandemic? In a time of Choice vouchers and decreasing government funding, public school enrollment is officially declining. Now, with the expansion of Choice voucher programs and North Carolina’s efforts to pass Senate Bill 406 (also known as “Choose Your School, Choose Your Future,” the legislation that expands the private school voucher program to every family, not just those who can’t afford tuition), private/independent schools may be joining more families’ consideration set. 

There’s no doubt this shifting landscape is a threat to public schools, despite their strength, quality and longevity. With enrollment numbers dwindling, students and families miss out on countless opportunities to thrive, including programs for accelerated learners, workforce pathways, hundreds of athletics and extracurriculars, and more.  

That’s exactly what Tigermoth Creative showcases when partnering with public school districts, whether rural or urban. 

Campaign addresses public school enrollment amidst nationwide decline. Tigermoth has been working to address enrollment declines since 2021. One example is our multi-channel enrollment campaign to give families a glimpse into what Guilford County Schools offers through data-informed messaging, a designated enrollment page, a host of creative content, and a paid social campaign across Facebook and Instagram. 

The strength of public schooling

Public schools, by design, are equipped to serve and help every kind of student succeed, regardless of their background. Now more than ever, public schools outpace every other educational option in terms of quantity and breadth of choice. In the public school system, a strong and long-standing infrastructure serves all sorts of learners, such as gifted and exceptional children, the student heading to a four-year degree and the one ready for a professional career, military service or entrepreneurship. 

A recent explosion of career and technical education opportunities, introduced in lockstep with a variety of new learning school structures and programs that emphasize options such as dual enrollment and online or blended courses, help modern students thrive from classroom to career. And now, students have access to choices all throughout their academic career, with various opportunities being presented as early as elementary school, and continuing through their time in middle and high school. 

These concepts aren’t new in public school; districts have decades of experience offering CTE programs, for example, and now they’re stronger than ever, with options that range from the health sciences to computer science to aviation.

In Surry County, high schoolers launch careers. A 32-page digital publication designed, written, and photographed by Team Tigermoth and a video series showcasing all six CTE pathways shows families what was possible at Surry County Schools. 

As it has been for decades, public schools excel at meeting our students where they’re at and continually shifting and innovating to ensure that students are getting the best possible education. 

A recent program by our partner, Guilford County Schools, invites homeschool students to access district options — just the latest example of how districts are getting creative in their efforts to educate our students in ways that work for them and their families. 

Changing perceptions

When families leave their public schools, their students miss out on the opportunities right in front of them: accessible, publicly funded programs designed to serve students, nurture their interests and prepare them for their careers. In modern public schools, students don’t have to know their path; their school will help them find it and set them up to thrive. From elementary to high schools, curricular and extracurricular options and activities are expanding rapidly on top of those built over decades.

With such robust offerings, there is plenty to brag about to boost enrollment. But the key to making this a reality? Ensuring that families understand their options. 

Public school districts should be seen for what they indeed are: a thriving educational opportunity where students are supported from kindergarten all the way through to high school graduation with options that set them up for success in college, career, and the world. 

Public school marketing: a critical investment

Districts need to invest in being seen, and marketing is vital to ensuring that this happens. In order to differentiate from increasing competition, schools must showcase the breadth of opportunity awaiting students behind their doors. The first step is making sure that families know that the options are there.

When executed well, public school marketing identifies and features what is true and authentic to the district and most relevant to the community it supports. Rural communities can continue to champion their local industry by offering agricultural programs, or support new business to the area as they train their students in tech. Urban communities can offer hands-on learning opportunities for students to try out a variety of careers.

Public school districts have what they need to change students’ lives. They just need to be ready with authentic and targeted marketing solutions to ensure families hear about and understand what they offer. When it’s done right, public school marketing can win awards and enable students to reach new heights. Public school marketing isn’t a one-size-fits-all — there are countless ways for a district to tell its story and countless compelling success stories waiting to be shared. We’re proud to be a public school partner who helps make that happen.

At top and above, enrollment videos for Guilford County Schools showcase the student experience. Digital ads pushed target audiences to the GCS website to view the videos during critical enrollment periods.