Working with schools can provide you with a steady income stream, create local brand visibility, and give you access to a wider pool of local parents who are often keen to enrol their children in extracurricular clubs.
In this guide, you’ll find tips on how to market to schools effectively, with practical advice you can use straight away.
You can also download our FREE email template for outreaching to schools.
1. Discover Each School’s Needs Before Making Contact
Identify Key Decision-Makers
You can phone the school’s office and politely ask who oversees extracurricular clubs, or scan the school’s website for a staff member in charge of after-school activities (often a teacher responsible for clubs, an extended services coordinator, or a community liaison).
You can also check LinkedIn or speak to parents and other providers for leads on who handles these programmes. Tailor your approach to the staff member who decides on new activities or services.
Match Your Service to Their Goals
Check the most recent Ofsted reports to see what the school wants to improve. If your activity aligns with those priorities—like providing a “broad and balanced curriculum”—explain exactly how it does this in any outreach.
Another goal you might see highlighted is the need to improve pupils’ personal development, for instance by boosting their confidence or social skills. If your activity aligns with this priority, explain exactly how you support students’ personal growth in any outreach you send.
Research Any Competitors
If a similar activity is already at the school, show what sets you apart. If the school has no provider yet, highlight how you fill the gap.
Summary: Research who oversees extracurricular clubs at the school and make contact with them. Look at the school’s latest Ofsted report to find any areas the school needs to improve on. Match your offer to these targets.
2. Build Trust and Prove Your Value
Use Reviews and Testimonials
Share positive comments from teachers, parents, or other schools that have benefitted from your services.
Show Qualifications or Experience
If you have particular training, certificates, or a background in education, include these details. Schools often want experts in their field.
Offer a Taster Session
A free or low-cost demo lets staff see what you do and brings you into contact with the school. It also builds trust, as you show them how you connect with pupils.
Summary: School leaders want evidence that you can meet their expectations. Reviews, qualifications, and demos give them confidence in your abilities.
3. Solve the School’s Main Challenges
Explain how you address the school’s needs:
- Cover PPA Time: Some schools hire specialists to teach lessons while teachers plan or mark.
- Offer Clubs that Enrich Pupils’ Education: Many schools want more lunchtime or after-school activities to engage pupils.
- Meet Ofsted Targets: Show how your service helps with cross-curricular goals, personal development, or physical activity.
Summary: Develop a proposal that includes pricing, how you’ll run sessions, and how you help the school meet their objectives.
4. Use Email as Your Go-To Method
According to research, 87.6% of educators prefer email for communication (1). To stand out in their inbox:
- Personalise: Use the recipient’s name and reference something specific about the school.
- Be Concise: Keep it under 300 words, with short paragraphs or bullet points.
- Highlight Benefits: Explain how you solve a problem, like adding a new club.
- Prove Your Expertise: Briefly mention reviews or qualifications.
- Add a Clear Call to Action (CTA): Invite them to reply, schedule a call, or view a proposal.
- Follow Up Politely: 80% of successful sales need five or more follow-ups (2)(3). Persistence after a reasonable period of time pays off.
Summary: School staff are busy. A short, straightforward email is more likely to get read and forwarded to the right person.
5. Try Other Marketing Methods
Send Printed Materials
Letters or brochures can still make a strong impact. While keeping an eye on costs, and ensuring the design is professional, this can be another method worth trying.
Follow Up by Phone
Rather than cold-calling, phone after you email. Ask for the best time to discuss your offer. This shows respect for staff schedules.
Summary: With busy inboxes, a friendly phone call to the right person at a school can help you stand out.
6. Create a Dedicated Landing Page for Schools
Focus on Schools’ Needs
Design a special page on your website that addresses common school concerns—like Ofsted goals, child development, extended childcare services, or extra support for teachers.
Show Testimonials and Success Stories
Add quotes from other schools you’ve worked with or from parents who are happy with your service.
Offer Straightforward Calls to Action
Encourage staff to request more information or book a meeting. A simple, bold button or text link at the top of the page and throughout the page makes it easy for them to take the next step. (4)
7. Share High-Value Content and Attend Local Events
Publish Helpful Articles
Write blog posts on topics like “Three Ways After-School Clubs Boost Personal Development.” You can publish these on your own website or as guest posts on local websites to get more visibility in your local area. Position yourself as a partner in education.
Visit Trade Shows and Fairs
School-focused conferences or local fairs let you demonstrate your products and services in person, gather leads, and build relationships with decision-makers.
8. Time Your Outreach for Best Results
Avoid School Holidays
Staff are often away, and your message could get lost.
Plan Ahead
Schools arrange clubs, workshops, and special events months before they happen. Contact them in advance of the next academic term to secure a spot in their schedule.
Summary: Check each school’s term dates, then aim your marketing for quieter periods—often late afternoon—when staff can review new proposals.
How to Market to Schools
We hope these suggestions have sparked your imagination and provided a flexible roadmap for bringing your children’s activity into schools.
Whether you choose to focus on research, networking, or email outreach, feel free to adapt these ideas to suit your own style and the school’s unique needs.
By staying thoughtful about what each school values, you’re on the path to creating a fulfilling partnership that benefits pupils, parents, and your own business.
References
- “Selling to Schools 101: The Ultimate Guide,” Lance Martin, Sprint Education
- “The Importance of Sales Follow-Ups – Statistics,” Lisa Ross, Invesp
- “Sales Follow-Up Statistics in B2B: Belkins’ 2024 Study,” Michael Maximoff, Belkins
- “The 2025 State of Marketing Report,” HubSpot
For Parents
Stay in the loop! Subscribe to our newsletter for the best family-friendly events and activities in London!👇