Admissions & Marketing: Building Relationships Across Your School
Strong schools don’t just succeed with a snap of your fingers. They succeed because relationships across every corner of the community are nurtured with care. A school thrives when everyone—from teachers to administrative assistants—feels informed, valued, and connected. Those relationships don’t just benefit your day-to-day operations. They’re the foundation for long-term enrollment, retention, and overall school success.
At its core, a school is about people. Whether it’s a teacher inspiring a student, an admissions professional welcoming a new family, or a front office staff member handling the daily buzz of inquiries, each person’s role contributes to the greater whole. Building strong relationships between faculty, staff, and families ensures your school operates as a unified team with a shared purpose.
Admissions and marketing touch every department in a school, so let’s explore how people in those roles can nurture relationships in practical, influential ways.
Why Relationships Matter in Schools
Think about it. Admissions and marketing must work together to drive enrollment and, as such, a prospective family’s experience doesn’t hinge on a polished tour. It’s shaped by the warmth of a classroom visit, the accuracy of the information shared by the front desk, conversations with teachers in the hallways, the professionalism of the admissions process, and the stories highlighted on social media. Every interaction can reinforce or erode trust.
That trust starts internally. When faculty members trust the admissions team and view them as partners, they’re more likely to provide valuable insights about the student experience to share with prospective families. When the marketing team collaborates effectively with the development office, they can spotlight stories that resonate with alumni and donors. When families trust the school, reenrollment becomes almost automatic—creating a consistent and thriving community.
Small Gestures, Big Impact
Real trust comes when faculty and staff see admissions and marketing team members as part of their world. Sitting in the faculty lounge during lunch, volunteering for a bi-weekly or monthly duty, or showing up at grade-level meetings makes a huge difference. These moments signal respect and partnership.
Sometimes, it’s the smallest actions that leave the biggest impressions. Simple gestures like a thank-you email to a helpful faculty or staff member (making sure you CC the principal or department chair), a cup of coffee, or a small gift card can go a long way towards building goodwill. A team member who feels recognized for their effort will be more motivated to collaborate with you in the future.
By simply being present and showing appreciation, you open the door to conversations that may spark new ideas, address concerns, and/or lead to deeper collaboration. It’s not about grand gestures; it’s about consistency and sincerity in your approach.
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Overcoming Roadblocks and Friction
No relationship is without its challenges and school communities are no exception. Common roadblocks can include miscommunication, conflicting priorities, or even interpersonal dynamics. All of those can damage trust. The good news? These can often be resolved with open dialogue and a proactive mindset.
If teachers feel overwhelmed by requests for marketing photos, classroom visits, or descriptions of classroom happenings, it can create unnecessary tension. A simple solution is to meet with faculty early in the year to explain your goals and how their input supports the school’s success. Ask them what their students value and engage them in the enrollment process.
In some cases, friction requires mediation. If you’re facing a persistent challenge with a team or individual, consider involving a third party such as your head of school or a neutral colleague. Their perspective can help untangle misunderstandings and establish clearer processes moving forward.
Practical Tips for Building Relationships
Ready to start building stronger relationships within your school? Here are some practical strategies you can put into action:
- Attend Grade-Level or Department Meetings: Make it a habit to sit in on these meetings, even if it’s just once a quarter. You’ll gain insight into what’s happening in classrooms and open the door to collaboration.
- Volunteer for Duties: Offer to help with lunch, carpool, or other routine tasks. This visibility helps faculty and staff see you as part of the team.
- Create Regular Check-Ins: Schedule consistent meetings between admissions, marketing, academic, and development teams. These touchpoints ensure everyone is aligned and working toward shared goals.
- Show Appreciation: Send thank-you emails, drop off a gift card, or share school swag with faculty and staff who go the extra mile to support your efforts.
- Develop Shared Tools: Use templates or spreadsheets to keep everyone informed. For instance, a new student transition plan can help faculty prepare for incoming students, while a capacity document keeps admissions and academics aligned on class sizes.
- Host Informal Conversations: Take a walk around the school, stop by classrooms, and ask teachers for input. These moments of connection build trust and provide valuable insights.
- Be Accessible: Position yourself as approachable. Whether it’s through an open-door policy, presence in the faculty lounge, or regular updates, show that you value communication and collaboration.
The Ripple Effect of Strong Relationships
Just like in donor relations, you don’t ask for a commitment before you’ve built a relationship. When you take the time to connect with colleagues personally and professionally, you create the foundation for collaboration. And when collaboration is strong, families see it, students feel it, and your school reaps the benefits.
Building these relationships takes time, effort, and intention, but the payoff is significant. By prioritizing connection and collaboration, you’re not just improving processes—you’re creating a thriving community where everyone feels valued and supported. And when that happens, your school becomes a place where students, families, faculty, and staff all want to stay, grow, and succeed.
