Marketing Your School

Whether a neighborhood, magnet or alternative, schools should be prepared to answer the question...

Why Should Families Choose Our School?

School Marketing Matters

The following information has been compiled to help schools with answering this question and to support sites with their school marketing efforts. The "How to Get Started" page is an essential tool for every school. A more detailed three-part overview of how to successfully create and implement a school marketing plan is supported with a school marketing toolkit and related resources and web links.

Getting Started

How to get started with limited funds, time and resources. Download Printable Version

  1. Create and Maintain a Current School Website
    Principals can identify staff and/or volunteers to help with their website. For change requests, contact [email protected].

  2. Take Advantage of Additional Free District Resources
    Use SchoolMessenger, the district's phone/e-mail/text mass notification tool to stay in touch with parents, students and the community. Publicize events, create e-newsletters, support good attendance and get feedback with simple surveys. Also includes a teacher's version. Visit

  3. Publicize school and student "good news" stories or upcoming events

    Unified Vision/District Website: Submit a brief article and photo for the district news section and Unified Vision e-newsletter. Unified Vision is published monthly. Make sure that any stories and photos you submit for Unified Vision or the district website are posted on your school website FIRST. See the Unified Vision submittal guidelines.

    News Media: If your school has a story that you think deserves media attention, the Communications Department is available to help, or you can issue your own media advisory or press release. See Media Tips. Post the story on your school website. A running list of district events open to media or the public is distributed to the media on Friday. Submit items to [email protected]t, noting "Media Calendar" in the subject line. Keep an updated calendar on your school website.

    Events for Employees: Publicize upcoming events with fellow employees in the district's internal e-newsletter Newsline. E-mail [email protected], noting "Newsline" in the subject line. Include flier or web link. Items are posted daily.

    Social Media: The Communications Department supports the use of social media, such as Facebook and Twitter, as great tools for engaging parents, students and the community if used appropriately. Review the district's Social Media Guidelines and submit a Social Media Authorization form before setting up accounts for your school.

    Additional support: The Communications Department can help edit website and print materials and set up a "How To" school marketing workshop for staff. Contact [email protected] or 619-725-5578.

  1. Maximize Everyone's Role in Marketing your School
    Staff, parents, students and volunteers are the greatest ambassadors for your school and can help spread the word about what makes your school great. Keep them informed. Ask for testimonials that can be included on your website and in newsletters and brochures. Tap into them for potential resources for new Partners in Education, sponsors, financial and in-kind donations, volunteers and, of course, new students.

  2. Grow your Network of School Supporters and Ask for Help
    Help the local community get to know your school. Students whose parent(s) work in your area are eligible to attend your school. Invite local business and community groups to open houses, sporting events and performances as special guests. Don't forget to include former parents and students. Make sure they know about your school's "wish list" of services and items and ask them to share the list with their professional and personal contacts. Be sure to thank supporters quickly and publicly at events, on your website, newsletter, bulletin board, etc.

  3. Create One Great Printed Marketing Piece and Use It
    Create a marketing flier or brochure or enlist the support of a talented parent, student or volunteer. Or, network to find a local marketing/advertising professional who may be willing to donate talent and time. As budget allows, print and display your flier/brochure at every opportunity - front office, registration table at school events, ticket booths, local recreation center, library, local business community boards, etc. Electronic versions can be posted on your website at no cost.

    Affordable Printing at the Central Office: San Diego Unified's Printing Services has added new capabilities, and more importantly, made color printing quick and affordable. New features include high output color production, large format color poster printing, lamination, UV coating, banners and a digital storefront for creating/ordering business cards, brochures, posters and other printed pieces.

Begin Part 1: Why School Marketing Matters'

Happy kids

Your website is the most important tool in marketing your school to the outside world.

More Information

For help with proofing content on your school website, brochure or other marketing materials, or to schedule a School Marketing Matters workshop for you and your staff, contact:

Communications Department
Phone: 619-725-5578
[email protected]