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school marketing news

How to really engage with parents

Posted by Brad Entwistle on Sun, Mar 06, 2016

How to really engage with parentsIn a recent podcast, Andrew and I discussed a recent imageseven blog entitled How to effectively communicate with parents where we outline the need for schools to plan their communications. The issue came to our attention again when a school sent a family 72 communications in one week.

So today we ask, how do we, as a school, really engage with parents without bombarding them?

Here's the problem, as soon as we talk communication everyone thinks we're going to talk about the words, pictures or channels used. However, before we even get to that, the question should be, do we need to communicate at all?

In today's environment there is so much communication, but even at half the volume, which is common, we're still receiving 30 or 35 communications per week.

By bombarding parents with emails, you will teach them not to pay attention. They simply won't read them and will expect to hear about important information via a different channel. 

That is the biggest problem that we've got with communication in schools. You do not have the right to send an email at the drop of a hat, abusing parent inboxes.

So, sit down and decide what is going out to parents and when. If something isn't important then perhaps it can wait, or go in the school enewsletter. Not everything needs to go right now.

Before you send your next email to parents, put yourself in their shoes and ask yourself, is this actually really important? What is the main objective? 

Your primary goal is to own enough parent attention so when you need to speak, you've got the right. You still own that piece of your parents' minds that when you communicate parents will listen.

Find out more about how to communicate with your parents via email, download our free ebook:

School email campaign checklist

  Free school enewsletter

This blog was written by Brad Entwistle

Brad Entwistle is founder and Managing Director of imageseven. For more than 25 years he has led the imageseven team on a crusade to lift schools’ brands and reveal the true value they deliver to students and their families. When he is not working with schools on their marketing strategy, Brad sits on the boards of two national not-for-profits and enjoys looking at antique maps.


Topics: Email marketing, Education, imageseven, Communication, Marcom, School marketing strategy, School marketing, School