Schools may not have been required to produce an annual printed prospectus since 2012, but that hasn’t reduced their importance to parents and carers.
While schools now have to publish specific information online about admission, curriculum, policies, and performance (we’ve mentioned this before), many educational institutions continue to invest in high-quality printed materials.
With parents and carers (understandably) researching multiple options for their children’s education before making a decision, simply meeting the statutory requirements is no longer enough.
Best practices for prospectuses
The changes introduced in 2012 reduced bureaucracy and improved the accessibility of information to parents and carers. And, while a digital-first approach naturally reflects modern communication preferences, parents and carers still appreciate the value of a well-produced prospectus.
Your website will always serve as the primary source of information for parents and carers. But, a well-designed prospectus can create a tangible, emotional connection with prospective parents and carers in a way that digital content can’t.
Creating a distinctive visual identity
Your school’s visual identity forms the foundation of all its marketing collateral. This identity helps a school stand out in a parent’s mind and creates a professional, cohesive impression across all channels - physical and digital.
Professional photography
Using high-quality, authentic photography in your prospectus will showcase your school’s unique environment, facilities, and community. Generic stock images will fail to capture your character. Investing in professional photography also provides assets that can be repurposed cross-platform - not only for your prospectus, but for your website, social media, and internal displays.
Consistent branding
Using your school’s logo, colour palette, typography, and visual style across all materials reinforces recognition and builds trust. This consistency should extend from digital platforms to your physical environment. By being consistent, you’ll create a seamless experience for visitors, and reinforce your school’s identity at every opportunity.
Environmental graphics
Your buildings and environment offer powerful opportunities to reflect your brand identity.
Wall graphics, signage, and displays can transform corridors and reception areas into marketing tools that reinforce your values and achievements for visitors and the existing school community.
These environmental elements often create lasting impressions during open evenings and transition days.
Our work with Bradford Forster Academy
Bradford Forster Academy approached us needing a new website, prospectus, and overall public profile to ensure they had the best ‘shop window’ to celebrate and showcase their strengths.
With a new vision for the next stage in the academy’s development, BFA were keen to make sure the school was marketed as the faculty of choice to the surrounding district and beyond.
Our initial priority was to create a striking print prospectus. There was an open day fast approaching - bringing with it the opportunity to target prospective parents and carers. Photography was commissioned to ensure all future print and digital work had a premium look and feel.
We also captured video and drone footage to capture the finer details, taking the client to the next level in their marketing objectives. As well as an easy-to-navigate website for parents and carers, staff, and students, we also created impressive digital wallpaper to bring the school’s reception and subject areas to life.
The results transformed both the external and internal profile of the academy, providing the school with the impressive, new, ‘shop window’ it was looking for!
Showcase what makes your school unique
What truly differentiates schools goes beyond facilities, academic results, or ratings. It’s the distinct culture and values that shape the student experience.
Authentic storytelling
Parents and carers want the reassurance that their child’s education will prepare them for the future. Tell them about how you help your current students, how your alumni benefitted from your skills - social validation can be more persuasive than any marketing message!
Emphasise your approach to developing skills like critical thinking, creativity, digital literacy and emotional intelligence - alongside the traditional academic subjects. Articulating this balance demonstrates that you understand the evolving needs of your students.
Community engagement
We’ve talked about this before - highlight how your school contributes to the wider community.
Showcase your partnerships with local organisations, charities, or projects. Being able to demonstrate your commitment to values beyond academic achievement will also resonate with prospective families.
Not only do these connections enrich the student experience, but also positions your school as an integral part of the local community.
Looking to the future
While creating a print prospectus may not be necessary anymore, creating effective marketing materials remains essential for schools looking to attract prospective families.
The most successful schools view their prospectus as part of a broader marketing strategy, one that encompasses digital platforms, physical environments, and authentic storytelling.
If you've realised your school's marketing materials need a bit of work to truly reflect your vision and values, let us help you make a lasting impression.