Marketing Truths and Failures: Lessons for Aspiring Microschool Founders
Posted on February 3rd, 2025 by Makenzie Oliver
Welcome back, teacher friends! Let’s face it—marketing might feel like stepping into a foreign land when you only want to teach kids in a way that truly matters. But here’s the truth: marketing is the backbone of your microschool’s success. So, grab your coffee, settle in, a let’s dive into the real talk about marketing truths and failures!
Truth #1: Marketing Takes Time and Commitment
Repeat after me: Marketing takes time and commitment. Think of it as teaching the alphabet to a room full of kindergarteners. You’re not going to get to "Z" without plenty of repetition, connection, and patience. Marketing is no different! It’s all about the ABCs: Always Be Connecting and Always Be Consistent.
Always Be Connecting: Whether you’re chatting with parents at the local coffee shop creating a social media post, every interaction is an opportunity to share your passion. Always Be Consistent: Posting on Facebook once a month won’t cut it. Dedicate time each week to create content, reach out to families, and spread the word.
Pro Tip: Schedule two-hour “jam sessions” each week just for marketing. During this time, draft social posts, call potential families, or plan community events. The consistency will pay off!
Truth #2: Marketing Is A Numbers
Here’s the second truth: Marketing is About Volume. Think of it as inviting people to your party—the more invitations you send, the higher the chance someone will RSVP.
But don’t panic! You don’t need a massive advertising budget. In fact, I started my microschool with $0 in advertising my first year. Here’s what worked for me:
Yard Signs: Affordable and effective. These simple signs catch the attention of your community.
Social Media: Utilize Facebook and Instagram, but remember—it’s not about one post. You need to show up repeatedly. Studies show it takes 22 to 30 exposures for people to take action.
Word of Mouth: Encourage current families to share your school with friends and neighbors. People trust personal recommendations.
Pro Tip: Track your efforts. Use a habit tracker to log how many people you reach out to each day. Whether it’s five calls, ten flyers, or a social post, consistency + volume growth.
Truth #3: Clarity Is Key
Clarity isn’t just nice to have; it’s essential. You need to know 3 things: your offer, your numbers, and your audience.
Your Offer: What makes your microschool unique? Spend time crafting a compelling value proposition. Make it so clear that anyone reading or hearing about it immediately knows the benefit
Your Numbers: How many students do you need to meet your financial goals? Break down and plan your enrollment efforts accordingly
Your Audience: Identify where your ideal families are and show up there. Drop flyers at schools, libraries, or local events. Host open houses to create a buzz.
Pro Tip: If you’re stuck on clarity, focus on one phrase: “Clear is kind, unclear is unkind. Your message should make families feel excited and confident about choosing your microschool.
Three False Beliefs Holding You Back
"Marketing Has to Be Sleazy." Nope! Marketing is about connecting and serving, not pushing or tricking. Share your story with authenticity, and the right families will resonate.
"One Post Will Do the Job." Not even close! Repetition builds recognition and trust.
"I Can’t Afford Marketing." You don’t need big bucks to make a big impact. Use fr platforms, leverage word of mouth, and start small.
Are you ready to shine?
Marketing doesn’t have to be scary or overwhelming. It’s about showing up, sharing your passion, and letting your light shine. And if you’re feeling stuck, remember—you’ve got a whole community cheering you on.
Need help with strategies, clarity, or tools? Explore our website to view our variety of offers to see what works best for you! We have marketing tools in our shop, 1-on-1 coaching with me for custom assistance, an exclusive membership program for those who already have microschools and are looking to grow - and so much more!