Telling Your Story, Growing Your School: A Four-Week Guide to Enrollment Campaigns

For many Catholic schools, enrollment season can feel like a race, a flurry of open houses, tours, and last-minute marketing pushes. But when approached intentionally, enrollment campaigns do far more than fill seats; they invite families into your school’s story.

At KPC, we’ve worked alongside many Catholic schools to design and implement enrollment campaigns, each one rooted in a school’s unique charism and community life. Over time, we’ve learned a few things about what makes these campaigns effective, joyful, and sustainable.

Why Enrollment Campaigns Work

An enrollment campaign isn’t just a marketing effort, it’s a storytelling opportunity. It gives schools a clear, prayerful framework to share who they are, why they matter, and how families can become part of their mission.

Unlike one-time promotions, enrollment campaigns move across multiple channels and through real relationships. They connect with families where they already are; in the vestibule after Mass, on the sidelines of CYC games, and across social media.

When these channels work together, your message feels familiar and unified. Families begin to recognize not just your logo or mascot, but your mission- the story you’re inviting them to join.

What We’ve Learned Along the Way

After partnering with schools across dioceses to design and run enrollment campaigns, we’ve seen a few key patterns emerge. Whether your school has a marketing coordinator or relies on a handful of dedicated staff and volunteers, these lessons hold true.

1. Start with Charism, Not Copy

Every Catholic school has a distinct spirit - a way it reflects the life of Christ in community. That identity should shape your entire campaign.

Before you design a postcard or draft a social post, ask:

• What words describe our school’s heart?

• How does our mission come to life through students and teachers each day?

When you center your campaign on your charism-rather than just academics or amenities-your message becomes authentic and memorable.

Example: A school grounded in “Faith. Fellowship. Formation.” can build every story, graphic, and announcement around those three words, weaving them into videos, banners, and parish bulletins.

Leading schools and universities do this instinctively: their campaigns feel like extensions of their identity, not add-ons. Catholic schools can do the same by letting their enrollment messaging flow from their mission and charism. 

2. Connect Messaging Across Channels

An effective campaign looks and feels cohesive, whether families see it in a parish bulletin, Facebook post, or front-door banner. Consistency builds credibility and trust.

That means using the same tagline, colors, and call to action everywhere - and ensuring that all staff, volunteers, and teachers understand how to echo that message.

Leading schools and universities excel at this by creating recognizable, repeated messages. Your school can do the same. For instance, you might take three key words - like “Faith. Fellowship. Formation.” - and create an activity around them with current students to share on social media and then again on posters and handouts at open house. The point isn’t to copy this exactly, but to spark ideas for how to invite students into your story and help potential families feel connected before they even step through the door.

3. Build a Content Calendar You Can Sustain

The best campaigns don’t overwhelm your team. They follow a natural rhythm - steady, realistic, and joyful.

A four-week structure works well for most schools, moving families one step closer each week to visiting, enrolling, or sharing your message.

Week 1: Announce and Inspire

Goal: Introduce your theme and create excitement.

• Launch your campaign with unified graphics, tagline, and an email announcement.

• Post a short video from your principal or pastor sharing what makes your school special.

• Include the campaign theme inside and outside the school with welcoming imagery.

• Mail or hand-deliver postcards to key audiences - such as parish families with potential incoming preschoolers.

• Encourage current parents to share your launch post.

  *Tip from leading schools: Emotion leads. Use language like “See what makes our community feel like home” instead of “Save the date for Open House.”

Week 2: Mission in Action

Goal: Show what life looks like inside your school.

• Share short, story-driven posts around your campaign words “Faith. Fellowship. Formation.”

• Feature a “day in the life” video or photo reel showing authentic classroom moments. Is there an enthusiastic priest that likes to visit classrooms? Include them!

• Encourage students to share why they love their school - or even take over your social channels for a day.

• Post about small, meaningful traditions that make your school unique.
  
  *Tip from leading schools: Parent and student voices are your most credible ambassadors. Their energy and sincerity communicate what no brochure can. Include their testimonials in your campaign! 

Week 3: Invite to Open House

Goal: Drive RSVPs and personal connections.

• Send email and social invitations highlighting your open house date.

• Feature your tagline and theme visuals on every piece - from emails to signage.

• Encourage current families to invite friends.

• Have teachers or student ambassadors record short “see you soon!” clips for social media.

• Re-share the mailer or flyer in parish bulletins.
  
  *Tip from leading schools: Make it sound like an experience, not an obligation. “Come experience a day in the life at St. Joseph School” feels warm and personal.

Week 4: Countdown, Engage, and Follow Up

Goal: Build momentum and nurture connections.

• Post countdown updates (“3 days until Open House!”) with student quotes or photos.

• Go live or post highlight reels during and after the event.

• Have student ambassadors welcome guests and give tours.

• Within 48 hours, send a thank-you email with photos, a note from the principal, and clear next steps (“Schedule a personal tour,” “Start your application”).

• End with a gratitude post celebrating your community.

  *Tip from leading schools: The most successful campaigns close the loop quickly - families are most receptive right after visiting.

The Bigger Picture

At its heart, an enrollment campaign is about evangelization- sharing the joy of Catholic education and inviting families to find where their own story continues. It’s a place where children can thrive spiritually, academically, and personally, becoming part of a larger story of faith in action.

Ready to Get Started?

KPC helps schools design enrollment campaigns that highlight their charism and guide families from first impression to registration.

Let’s help you tell your story… and welcome new families home.