Brendan Schneider
@schneiderb.com
Every student deserves a school that feels like home.
I help K-12 schools use digital marketing to create those connections, boost visibility, and welcome more families through their doors.
📚 Book: https://amzn.to/3Qim9t2
📖 Blog: schneiderb.com
I help K-12 schools use digital marketing to create those connections, boost visibility, and welcome more families through their doors.
📚 Book: https://amzn.to/3Qim9t2
📖 Blog: schneiderb.com
Pinned
Brendan Schneider
@schneiderb.com
· May 29
I wrote a book.
I didn’t write this book because I had all the answers.
I wrote it because I know how hard it is when you feel like you’re supposed to have them.
I didn’t write this book because I had all the answers.
I wrote it because I know how hard it is when you feel like you’re supposed to have them.
The 2026 MarCom Society Salary Survey is open, and we're at 279 responses.
Goal: 300+
If you work in K-12 marketing/communications, I need your 10 minutes. Survey closes January 31.
form.schneiderb.com/salarysurvey...
Goal: 300+
If you work in K-12 marketing/communications, I need your 10 minutes. Survey closes January 31.
form.schneiderb.com/salarysurvey...
2025 MarCom Society Salary Survey
form.schneiderb.com
January 25, 2026 at 2:36 PM
The 2026 MarCom Society Salary Survey is open, and we're at 279 responses.
Goal: 300+
If you work in K-12 marketing/communications, I need your 10 minutes. Survey closes January 31.
form.schneiderb.com/salarysurvey...
Goal: 300+
If you work in K-12 marketing/communications, I need your 10 minutes. Survey closes January 31.
form.schneiderb.com/salarysurvey...
You know too much about your school.
When you write "independent school" instead of "private school"...
When you talk about "student outcomes" instead of "college acceptance"...
When you use insider language on your website...
You're cursed by knowledge.
Write for parents who are researching sc
When you write "independent school" instead of "private school"...
When you talk about "student outcomes" instead of "college acceptance"...
When you use insider language on your website...
You're cursed by knowledge.
Write for parents who are researching sc
January 24, 2026 at 2:29 PM
You know too much about your school.
When you write "independent school" instead of "private school"...
When you talk about "student outcomes" instead of "college acceptance"...
When you use insider language on your website...
You're cursed by knowledge.
Write for parents who are researching sc
When you write "independent school" instead of "private school"...
When you talk about "student outcomes" instead of "college acceptance"...
When you use insider language on your website...
You're cursed by knowledge.
Write for parents who are researching sc
Schools confuse marketing and communication. Here's the difference:
Marketing = Recruiting new students (attracting)
Communication = Retaining current students (engaging)
Your social media post about the fall play?
→ Communication (retention)
Your blog post about "Is private school worth it?"
→ M
Marketing = Recruiting new students (attracting)
Communication = Retaining current students (engaging)
Your social media post about the fall play?
→ Communication (retention)
Your blog post about "Is private school worth it?"
→ M
January 23, 2026 at 4:29 PM
Schools confuse marketing and communication. Here's the difference:
Marketing = Recruiting new students (attracting)
Communication = Retaining current students (engaging)
Your social media post about the fall play?
→ Communication (retention)
Your blog post about "Is private school worth it?"
→ M
Marketing = Recruiting new students (attracting)
Communication = Retaining current students (engaging)
Your social media post about the fall play?
→ Communication (retention)
Your blog post about "Is private school worth it?"
→ M
Most schools focus on improving their admission process.
But the admission process isn't your problem.
Your problem is the 47 touchpoints BEFORE the family fills out an application:
First website visit
Email responses
Phone calls
Social media interactions
Tour experience
Every touchpoint is mark
But the admission process isn't your problem.
Your problem is the 47 touchpoints BEFORE the family fills out an application:
First website visit
Email responses
Phone calls
Social media interactions
Tour experience
Every touchpoint is mark
January 22, 2026 at 1:29 PM
Most schools focus on improving their admission process.
But the admission process isn't your problem.
Your problem is the 47 touchpoints BEFORE the family fills out an application:
First website visit
Email responses
Phone calls
Social media interactions
Tour experience
Every touchpoint is mark
But the admission process isn't your problem.
Your problem is the 47 touchpoints BEFORE the family fills out an application:
First website visit
Email responses
Phone calls
Social media interactions
Tour experience
Every touchpoint is mark
Tactical Wednesday:
Set up your first automated email sequence in under 30 minutes:
When someone fills out your inquiry form, automatically send:
Day 0: Welcome email
Day 2: Link to schedule a tour
Day 5: Parent testimonial video
Day 7: Admission director's personal email
Most schools send ONE e
Set up your first automated email sequence in under 30 minutes:
When someone fills out your inquiry form, automatically send:
Day 0: Welcome email
Day 2: Link to schedule a tour
Day 5: Parent testimonial video
Day 7: Admission director's personal email
Most schools send ONE e
January 22, 2026 at 1:29 AM
Tactical Wednesday:
Set up your first automated email sequence in under 30 minutes:
When someone fills out your inquiry form, automatically send:
Day 0: Welcome email
Day 2: Link to schedule a tour
Day 5: Parent testimonial video
Day 7: Admission director's personal email
Most schools send ONE e
Set up your first automated email sequence in under 30 minutes:
When someone fills out your inquiry form, automatically send:
Day 0: Welcome email
Day 2: Link to schedule a tour
Day 5: Parent testimonial video
Day 7: Admission director's personal email
Most schools send ONE e
If you’re like most school marketers, you probably juggle dozens of content ideas every week. Between social media, blog posts, newsletters, and parent communications, it can feel overwhelming to decide what to publish next. That’s where content pillars for school marketing come in. They simplify yo
Content Pillars for School Marketing Made Simple
If you’re like most school marketers, you probably juggle dozens of content ideas every week. Between social media, blog posts, newsletters, and parent communications, it can feel overwhelming to decide what to publish next. That’s where content pillars for school marketing come in. They simplify your strategy, focus your message, and make content creation easier […]
blog.schneiderb.com
January 21, 2026 at 1:01 PM
If you’re like most school marketers, you probably juggle dozens of content ideas every week. Between social media, blog posts, newsletters, and parent communications, it can feel overwhelming to decide what to publish next. That’s where content pillars for school marketing come in. They simplify yo
Marketing Mistake Monday:
Sending a weekly newsletter that's just a list of school events.
Nobody cares about your newsletter. They care about their child.
Instead of:
"This week: Spirit Day, Board Meeting, Pizza Lunch"
Try:
"3 ways we're helping your 5th grader prepare for middle school" (with
Sending a weekly newsletter that's just a list of school events.
Nobody cares about your newsletter. They care about their child.
Instead of:
"This week: Spirit Day, Board Meeting, Pizza Lunch"
Try:
"3 ways we're helping your 5th grader prepare for middle school" (with
January 20, 2026 at 4:50 PM
Marketing Mistake Monday:
Sending a weekly newsletter that's just a list of school events.
Nobody cares about your newsletter. They care about their child.
Instead of:
"This week: Spirit Day, Board Meeting, Pizza Lunch"
Try:
"3 ways we're helping your 5th grader prepare for middle school" (with
Sending a weekly newsletter that's just a list of school events.
Nobody cares about your newsletter. They care about their child.
Instead of:
"This week: Spirit Day, Board Meeting, Pizza Lunch"
Try:
"3 ways we're helping your 5th grader prepare for middle school" (with
School marketers are some of the hardest working people I know.
They wear five hats.
They work nights and weekends.
They say yes to everything.
And yet many still struggle to move the needle on enrollment.
The problem is not effort.
The problem is that effort without strategy is just motion.
They wear five hats.
They work nights and weekends.
They say yes to everything.
And yet many still struggle to move the needle on enrollment.
The problem is not effort.
The problem is that effort without strategy is just motion.
January 20, 2026 at 2:04 PM
School marketers are some of the hardest working people I know.
They wear five hats.
They work nights and weekends.
They say yes to everything.
And yet many still struggle to move the needle on enrollment.
The problem is not effort.
The problem is that effort without strategy is just motion.
They wear five hats.
They work nights and weekends.
They say yes to everything.
And yet many still struggle to move the needle on enrollment.
The problem is not effort.
The problem is that effort without strategy is just motion.
Artificial intelligence (AI) is no longer a futuristic concept. It’s here, and it’s transforming the way schools connect with families, manage enrollment, and measure marketing results. But with all the buzz, many school marketers are left wondering: Where do we even begin? That’s where the idea of
AI Marketing Readiness for Schools: Which Stage Are You In?
Artificial intelligence (AI) is no longer a futuristic concept. It’s here, and it’s transforming the way schools connect with families, manage enrollment, and measure marketing results. But with all the buzz, many school marketers are left wondering: Where do we even begin? That’s where the idea of AI marketing readiness for schools comes in. Readiness […]
blog.schneiderb.com
January 18, 2026 at 8:59 PM
Artificial intelligence (AI) is no longer a futuristic concept. It’s here, and it’s transforming the way schools connect with families, manage enrollment, and measure marketing results. But with all the buzz, many school marketers are left wondering: Where do we even begin? That’s where the idea of
Master social media and crisis communication for schools with proven, practical strategies before, during, and after incidents.
Social Media and Crisis Communication: A School Leader’s Essential Guide
Master social media and crisis communication for schools with proven, practical strategies before, during, and after incidents.
blog.marcomsociety.org
January 17, 2026 at 3:00 PM
Master social media and crisis communication for schools with proven, practical strategies before, during, and after incidents.
Thought Leadership Friday:
School marketing in 2026 won't be about who has the biggest budget.
It will be about who uses AI best to:
Create personalized email sequences
Optimize content for voice search
Analyze enrollment funnel data
Generate on-brand content faster
The schools winning enrollment
School marketing in 2026 won't be about who has the biggest budget.
It will be about who uses AI best to:
Create personalized email sequences
Optimize content for voice search
Analyze enrollment funnel data
Generate on-brand content faster
The schools winning enrollment
January 16, 2026 at 7:10 PM
Thought Leadership Friday:
School marketing in 2026 won't be about who has the biggest budget.
It will be about who uses AI best to:
Create personalized email sequences
Optimize content for voice search
Analyze enrollment funnel data
Generate on-brand content faster
The schools winning enrollment
School marketing in 2026 won't be about who has the biggest budget.
It will be about who uses AI best to:
Create personalized email sequences
Optimize content for voice search
Analyze enrollment funnel data
Generate on-brand content faster
The schools winning enrollment
Learn how to write a press release that journalists actually read. Get practical tips, school-specific examples, and distribution strategies for K-12 news.
How to Write a Press Release That Puts Your School in the Spotlight
Learn how to write a press release that journalists actually read. Get practical tips, school-specific examples, and distribution strategies for K-12 news.
blog.marcomsociety.org
January 16, 2026 at 1:01 PM
Learn how to write a press release that journalists actually read. Get practical tips, school-specific examples, and distribution strategies for K-12 news.
Discover how strategic PR in schools can build trust, engage your community, and drive enrollment. Learn proven strategies for effective school communications.
A Modern Guide to PR in Schools to Boost Enrollment
Discover how strategic PR in schools can build trust, engage your community, and drive enrollment. Learn proven strategies for effective school communications.
blog.marcomsociety.org
January 15, 2026 at 8:59 PM
Discover how strategic PR in schools can build trust, engage your community, and drive enrollment. Learn proven strategies for effective school communications.
Salary transparency benefits everyone.
Better data means better conversations with your head of school and more competitive budgets across our field.
The 2026 MarCom Society Salary Survey closes January 31.
Better data means better conversations with your head of school and more competitive budgets across our field.
The 2026 MarCom Society Salary Survey closes January 31.
2025 MarCom Society Salary Survey
form.schneiderb.com
January 15, 2026 at 7:45 PM
Salary transparency benefits everyone.
Better data means better conversations with your head of school and more competitive budgets across our field.
The 2026 MarCom Society Salary Survey closes January 31.
Better data means better conversations with your head of school and more competitive budgets across our field.
The 2026 MarCom Society Salary Survey closes January 31.
Most schools are losing local search traffic because of one simple mistake:
Inconsistent NAP (Name, Address, Phone) across the web.
Check these 5 places TODAY:
Google Business Profile
Website footer
Facebook page
Niche.com listing
Greatschools.org
If your address shows "123 Main St" in one place a
Inconsistent NAP (Name, Address, Phone) across the web.
Check these 5 places TODAY:
Google Business Profile
Website footer
Facebook page
Niche.com listing
Greatschools.org
If your address shows "123 Main St" in one place a
January 15, 2026 at 9:10 AM
Most schools are losing local search traffic because of one simple mistake:
Inconsistent NAP (Name, Address, Phone) across the web.
Check these 5 places TODAY:
Google Business Profile
Website footer
Facebook page
Niche.com listing
Greatschools.org
If your address shows "123 Main St" in one place a
Inconsistent NAP (Name, Address, Phone) across the web.
Check these 5 places TODAY:
Google Business Profile
Website footer
Facebook page
Niche.com listing
Greatschools.org
If your address shows "123 Main St" in one place a
Tactical Wednesday:
The 5-second homepage test every school should run:
Show your homepage to someone unfamiliar with your school for 5 seconds.
Then ask:
What does this school do?
Who is it for?
What makes it different?
If they can't answer, your homepage fails.
Your homepage should communicate y
The 5-second homepage test every school should run:
Show your homepage to someone unfamiliar with your school for 5 seconds.
Then ask:
What does this school do?
Who is it for?
What makes it different?
If they can't answer, your homepage fails.
Your homepage should communicate y
January 14, 2026 at 4:10 PM
Tactical Wednesday:
The 5-second homepage test every school should run:
Show your homepage to someone unfamiliar with your school for 5 seconds.
Then ask:
What does this school do?
Who is it for?
What makes it different?
If they can't answer, your homepage fails.
Your homepage should communicate y
The 5-second homepage test every school should run:
Show your homepage to someone unfamiliar with your school for 5 seconds.
Then ask:
What does this school do?
Who is it for?
What makes it different?
If they can't answer, your homepage fails.
Your homepage should communicate y
Best free graphic design software for K–12 marketers: compare Canva, Adobe Express, and more to boost visuals on a budget.
Best Free Graphic Design Software: Top Tools for Creative Marketers
Best free graphic design software for K–12 marketers: compare Canva, Adobe Express, and more to boost visuals on a budget.
blog.marcomsociety.org
January 14, 2026 at 1:00 PM
Best free graphic design software for K–12 marketers: compare Canva, Adobe Express, and more to boost visuals on a budget.
Quick question for school marketers:
What's the one marketing activity that takes up most of your time but produces the least results?
(I'll go first: Updating the website carousel that nobody clicks on)
What's the one marketing activity that takes up most of your time but produces the least results?
(I'll go first: Updating the website carousel that nobody clicks on)
January 13, 2026 at 9:10 PM
Quick question for school marketers:
What's the one marketing activity that takes up most of your time but produces the least results?
(I'll go first: Updating the website carousel that nobody clicks on)
What's the one marketing activity that takes up most of your time but produces the least results?
(I'll go first: Updating the website carousel that nobody clicks on)
Understand what is community relations in K-12 schools. Learn how a strong strategy builds trust, boosts enrollment, and creates lasting partnerships.
What Is Community Relations in K-12 Schools and Why It Matters
Understand what is community relations in K-12 schools. Learn how a strong strategy builds trust, boosts enrollment, and creates lasting partnerships.
blog.marcomsociety.org
January 13, 2026 at 8:59 PM
Understand what is community relations in K-12 schools. Learn how a strong strategy builds trust, boosts enrollment, and creates lasting partnerships.
Marketing Mistake Monday:
Saying your school is different because you "care about students" or have "small class sizes."
The problem? Every school says this.
Differentiation isn't about being different. It's about being specific.
Instead of "we care," try:
Our 6:1 ratio means every student meets 1-
Saying your school is different because you "care about students" or have "small class sizes."
The problem? Every school says this.
Differentiation isn't about being different. It's about being specific.
Instead of "we care," try:
Our 6:1 ratio means every student meets 1-
January 12, 2026 at 5:10 PM
Marketing Mistake Monday:
Saying your school is different because you "care about students" or have "small class sizes."
The problem? Every school says this.
Differentiation isn't about being different. It's about being specific.
Instead of "we care," try:
Our 6:1 ratio means every student meets 1-
Saying your school is different because you "care about students" or have "small class sizes."
The problem? Every school says this.
Differentiation isn't about being different. It's about being specific.
Instead of "we care," try:
Our 6:1 ratio means every student meets 1-
The 2026 MarCom Society Salary Survey is open, and we're at 209 responses.
Goal: 300+
If you work in K-12 marketing/communications, I need your 10 minutes. Survey closes January 31.
form.schneiderb.com/salarysurvey...
Goal: 300+
If you work in K-12 marketing/communications, I need your 10 minutes. Survey closes January 31.
form.schneiderb.com/salarysurvey...
2025 MarCom Society Salary Survey
form.schneiderb.com
January 12, 2026 at 4:16 PM
The 2026 MarCom Society Salary Survey is open, and we're at 209 responses.
Goal: 300+
If you work in K-12 marketing/communications, I need your 10 minutes. Survey closes January 31.
form.schneiderb.com/salarysurvey...
Goal: 300+
If you work in K-12 marketing/communications, I need your 10 minutes. Survey closes January 31.
form.schneiderb.com/salarysurvey...
developing marketing personas: a practical guide for K-12 schools to research, build, and apply personas that connect with families and boost enrollment.
Developing Marketing Personas: A Practical Guide for K-12 Schools
developing marketing personas: a practical guide for K-12 schools to research, build, and apply personas that connect with families and boost enrollment.
blog.marcomsociety.org
January 12, 2026 at 1:00 PM
developing marketing personas: a practical guide for K-12 schools to research, build, and apply personas that connect with families and boost enrollment.
Discover how a CRM for education can transform your school’s enrollment, retention, and parent engagement. Unlock growth with our complete guide.
A Guide to CRM for Education and School Growth
Discover how a CRM for education can transform your school’s enrollment, retention, and parent engagement. Unlock growth with our complete guide.
blog.marcomsociety.org
January 11, 2026 at 9:00 PM
Discover how a CRM for education can transform your school’s enrollment, retention, and parent engagement. Unlock growth with our complete guide.
Discover how design thinking in education can transform classrooms and marketing. Learn a practical, human-centered approach for K-12 school leaders.
A Guide to Design Thinking in Education for K-12 Schools
Discover how design thinking in education can transform classrooms and marketing. Learn a practical, human-centered approach for K-12 school leaders.
blog.marcomsociety.org
January 10, 2026 at 3:00 PM
Discover how design thinking in education can transform classrooms and marketing. Learn a practical, human-centered approach for K-12 school leaders.
Hot take:
Schools that ignore AI in their marketing will be left behind.
Not because AI will replace marketers.
But because marketers who USE AI will replace those who don't.
AI won't write your school's story. But it will help you:
- Create content faster
- Analyze data better
- Personalize at
Schools that ignore AI in their marketing will be left behind.
Not because AI will replace marketers.
But because marketers who USE AI will replace those who don't.
AI won't write your school's story. But it will help you:
- Create content faster
- Analyze data better
- Personalize at
January 9, 2026 at 7:02 PM
Hot take:
Schools that ignore AI in their marketing will be left behind.
Not because AI will replace marketers.
But because marketers who USE AI will replace those who don't.
AI won't write your school's story. But it will help you:
- Create content faster
- Analyze data better
- Personalize at
Schools that ignore AI in their marketing will be left behind.
Not because AI will replace marketers.
But because marketers who USE AI will replace those who don't.
AI won't write your school's story. But it will help you:
- Create content faster
- Analyze data better
- Personalize at