Each day, our world seems to get a little bit more digital. And the education world is no exception. For many schools, this has brought up some questions about the place of traditional printed marketing materials, most notably the once very important school prospectus.  

Schools today face the unique challenge of catering to the preferences and expectations of many generations, particularly when it comes to deciding which school to choose in the first place. With Baby Boomers, Gen X and Millennials all present, there’s a great deal of difference between how your audience perceives marketing.  

Finding a balance between digital and printed marketing materials has become a complex but necessary task. 

Understanding generational differences  

When it comes to key audiences, K-12 schools are navigating a tricky new territory. For the first time in history, three generations are actively involved in school decision-making. Not only do grandparents play an active role in their grandchild’s education, but kids themselves are more welcome in navigating decisions. 

Gone are the days of marketing a school to a simple cohort of parents of a similar age. Modern K-12 schools now need to impress...   

• Baby Boomers: This generation, born between 1946 and 1964, typically places high importance on printed materials and physical documentation. They tend to appreciate tangible, well-designed school prospectuses and brochures. 
• Generation X: Born between 1965 and 1980, Gen X individuals are known for their adaptability. They can appreciate both print and digital materials, but their preference often leans towards a blend of the two.
• Millennials: Born between 1981 and 1996, Millennials are the first true digital natives. They tend to favor digital channels for information, including websites, social media, and email. 

The need for creative school marketing solutions 

This generational diversity poses unique challenges in many aspects of school marketing, in particular the school prospectus.  

On one hand, school marketing teams need to create materials that appeal to Baby Boomers, with their preference for printed brochures they can pin on a fridge or keep on their desk. While on the other hand, schools need to appear digital first with a strong catering to the tech-savvy Millennials. It’s enough to cause a head spin.  

To navigate this complexity, schools need to implement creative strategies that cater to the preferences of all three generations involved in school decision-making. 

The win-win solution for printed school marketing materials 

To address the preferences of digital-native Millennials, schools can create shortened versions of their printed marketing material with links for further information or a prominent QR code. Scanning the code can lead users to the full digital version of the marketing piece on the school's website, catering to preferences for online information.   

This also gives schools a unique opportunity to build printed material with longevity, rather than creating frequent variations when core information changes. This is particularly true for documents like the school prospectus, which have many moving parts and take a lot of effort to update and build each year. By directing readers online, information will stay relevant for longer, with statistics, dates and key information all being on the website. Meanwhile, overview information that remains printed will build the school’s brand and reinforce core values.  

Beyond printed comms 

Of course, there’s more to satisfying many generations than tailoring your printed marketing materials. Schools need to consider personalisation, the channels used and the format of events.  

Utilising a multi-channel communication approach, schools can maintain a dynamic online presence while sending printed materials to those who prefer them. This ensures that all generations are reached through their preferred channels. 

When it comes to open days and events, schools might like to consider offering both in-person and digital options. This makes it possible for parents to attend even if they are busy or out of the area, without limiting the real-world interactions for those families who like it. 

Remember, the key to good marketing strategies is feedback and adaptation. Continuously seek feedback from parents and guardians about their preferred communication methods and adjust accordingly. This demonstrates a commitment to meeting their needs and respecting their preferences. This is a chance to outshine your competitive schools and build a nurturing community.  

Wrapping up 

There’s no denying it. Digital technology has transformed the way we access information. To keep up, schools must find a delicate balance between printed marketing materials and digital channels, which for many schools will mean updating some traditional approaches.  

With three generations actively involved in school decisions, the need for diverse strategies to accommodate varied preferences is more important than ever. 

By implementing creative solutions that cater to the digital demands of Millennials, the adaptability of Gen X, and the preference for print materials of Baby Boomers, schools can impress everyone. The key to success lies in understanding that no single approach fits all. Embrace a dynamic, multi-faceted marketing strategy and you can’t go wrong.