Mastering ToFu Marketing
for Schools

As a school owner, you’ve probably had that moment when you’re staring at your enrollment numbers and thinking, “How on earth do we get more students through our doors?” 

Do you know, India has a whopping 14,89,115 schools according to the UDISE report 2022, and that number is still climbing! it’s no wonder it feels like a tough crowd out there.

The competition is real, isn’t it?

Now, we all know that marketing is the go-to solution for pumping up those admission numbers. But here’s the million-rupee question: Who exactly are we marketing to?

 If we’re not zeroing in on the right audience, all our blood, sweat, tears (and let’s face it, rupees) could go down the drain!

So, how do we crack this? 

That’s where the School Marketing Funnel comes in! 

Think of it as a blueprint for understanding your audience and guiding your advertising efforts. 

It’s divided into three stages:

1. Top of the Funnel(ToFu): These folks haven’t even heard of your school yet. They’re out there in the wild, just waiting to be amazed by what you offer!

2. Middle of the Funnel(MoFu): These people know your school exists, but they’re sitting on the fence. Maybe they need a little more convincing.

3. Bottom of the Funnel(BoFu): These are your hot leads! They’re almost ready to sign up, just need a gentle nudge in the right direction.

Once we’ve got our audience sorted, we can cook up a marketing strategy that hits the bullseye. 

After all, you wouldn’t serve the same chai to everyone, would you? Some like it strong, some like it sweet, and some might even prefer coffee!

In this blog, we’ll explore Top of Funnel (ToFu) marketing for schools. 

We’ll cover everything you need to know about connecting with and engaging your target audience, helping you boost admissions for your school.

Let’s get started!

1. Understanding the School Marketing Funnel

Now, before we dive into the nitty-gritty, let’s talk about what a marketing funnel actually is. 

Imagine a big slide at a park.

At the top, you have loads of kids eager to give it a go. But as they slide down, some might decide it’s not for them, or they might get distracted by another ride.

By the time you reach the bottom, you’re left with the kids who really enjoyed the ride and want to go again.

That’s pretty much how a marketing funnel works for your school.

At the top, you have lots of potential students and parents who might be interested in your school.

 As they learn more about you, some will lose interest, but others will want to know more.

 By the bottom of the funnel, you’re left with the families who are ready to enroll.

2. Stages of the School Marketing Funnel

Let’s break down the funnel into three main parts:

1. Top of the Funnel (ToFu): ToFu is where you cast a wide net. You’re trying to get as many eyes on your school as possible. It’s all about awareness.
2. Middle of the Funnel (MoFu): In MoFu, you’re dealing with folks who know about your school and want to learn more. They’re comparing you with other options.
3. Bottom of the Funnel (BoFu): BoFu or Bottom of the Funnel is the final stage. These are the parents and students who are seriously considering enrolling in your school.

3. Spotlight on the Top of the Funnel

Today, we’re focusing on the top of the funnel. This is where the magic begins! It’s all about making that first impression and getting people interested in what your school has to offer.

At this stage, parents and students might not even be actively looking for a new school. 

Maybe they’re just curious about education options in general. 

Your job is to catch their attention and make them think, “Hey, this school seems interesting!”

4. Effective Strategies for ToFu Marketing for Schools 

So, how do you get people interested in your school? Here are some strategies that work well for Indian schools:

1. Create Engaging Content: Share interesting blog posts or videos about education trends, parenting tips, or study hacks.

For example, Delhi Public School in Bangalore regularly posts articles on their website about topics like “How to Help Your Child Manage Exam Stress” or “The Importance of Extracurricular Activities”.

2. Use Social Media Wisely: Platforms like Facebook and Instagram are great for showcasing your school’s personality. 

Share photos of school events, student achievements, or even behind-the-scenes glimpses of school life.

For example, Ekya Schools in Bangalore does this brilliantly, regularly posting colorful updates about their students’ activities and achievements.

3. Host Community Events: Organize free workshops or seminars for parents and children in your area.

For example, The Shri Ram School in Delhi or Marigold International School in Bangalore often hosts events like storytelling sessions or art workshops that are open to the public, not just their students.

4. Leverage Local Partnerships: Team up with local businesses or organizations. 

For instance, MS Dhoni International School in Bangalore partners with local and International sports clubs for events, which helps them reach a wider audience.

5. Optimize for Local Search: Make sure your school shows up when parents search online for schools in your area. 

For example, City Montessori School in Lucknow has done a great job with this – they appear at the top of search results for “best schools in Lucknow”.

6. Create Virtual Tours: With the rise of digital technology, virtual tours have become popular.

For example, Podar International School offers a 360-degree virtual tour of their campus on their website, allowing potential students to explore from the comfort of their homes.

Remember, at this stage, you’re not trying to hard-sell your school. You’re just introducing yourself and showing what makes your school special.

5. Measuring Success: Top of Funnel Metrics

Now, how do you know if your top of funnel strategies are working? Here are some things you can measure:

1. Website Traffic: How many people are visiting your school’s website?
2. Social Media Engagement: Are people liking, commenting on, and sharing your posts?
3. Event Attendance: How many people show up to your community events?
4. Content Downloads: If you offer free resources (like e-books or guides), how many people are downloading them?
5. Email Sign-ups: Are people signing up for your newsletter?

Conclusion

Remember, the top of the funnel is all about making a great first impression and getting people interested in your school. It’s not about hard selling – it’s about showing what makes your school special and valuable to the community.

Don’t be afraid to get creative and try new things. Maybe your school could start a YouTube channel with study tips, or host a community science fair. 

The key is to keep learning and adapting based on what works best for your school and community.

By mastering the top of the funnel, you’re setting the stage for more interested families, more inquiries, and ultimately, more enrollments. 

So go ahead, and give these strategies a try. Before you know it, you’ll have parents and students eager to learn more about your school.

 All the very Best!!