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I'm Dr. Jeannie Gudith, Founder and CEO of JAG Consulting. We help you develop, improve, buy or sell your private school.
In today’s competitive educational landscape, private schools are rethinking traditional enrollment tactics—especially in light of expanding school voucher programs. With more families gaining access to tuition assistance, private schools have a growing opportunity to serve voucher-eligible students. Yet many institutions struggle to connect with these families effectively.
At JAG Consulting, we help private schools build inclusive, high-impact marketing strategies that align with community needs and enrollment goals. In this blog, we explore what voucher programs mean for your school’s future and how you can market to voucher-eligible families in ways that build trust, drive enrollment, and strengthen your school community.
Voucher programs—also known as education savings accounts (ESAs), opportunity scholarships, or tax-credit scholarships—are designed to give families public funding to use toward private school tuition. As these programs expand in many states, they present a critical growth channel for private schools that want to broaden their reach and serve more diverse populations.
However, attracting voucher-eligible families isn’t just about opening your doors—it requires strategic outreach, messaging, and support. These families may be unfamiliar with private education, may feel unsure about the admissions process, or may need assurance that your school is equipped to serve their children.
JAG Consulting works with private schools to develop marketing campaigns that address these unique concerns while highlighting your school’s strengths, values, and readiness to support all learners.
Before crafting a marketing plan, it’s important to understand the mindset of voucher-eligible families.
Cost is often the top concern—even with a voucher. Schools should clearly outline tuition rates, what the voucher covers, and any remaining financial obligations. Offering sample tuition breakdowns and simple financial aid calculators builds trust.
Some voucher-eligible families may not be fluent in English or familiar with private school processes. Bilingual materials, inclusive language, and personalized admissions support can make your school more accessible.
Families may feel that private schools are elitist or culturally disconnected. Use your marketing to showcase community events, inclusive values, and student diversity to counteract this perception.
The messaging used to reach voucher-eligible families must be empathetic, empowering, and clear. Avoid overly technical language and instead focus on the family’s aspirations and how your school helps fulfill them.
Highlight how your school improves academic performance, college readiness, or personal growth. Use alumni stories and testimonials from similar families to build credibility.
Yes, affordability matters—but what truly sets your school apart? Small class sizes, supportive teachers, extracurriculars, faith-based education, and specialized programs should all be part of your value narrative.
Instead of terms like “college preparatory curriculum,” say “we prepare your child for success after high school.” Focus on outcomes that families understand and desire.
A common mistake is relying on traditional, broad-based advertising. Voucher-eligible families often find schools through local networks, personal referrals, or community-based platforms.
Partner with churches, cultural centers, daycare providers, and local non-profits that already serve your target families. Provide flyers, presentations, or host events in these spaces to introduce your school in a trusted environment.
Run Facebook and Google Ads in multiple languages targeting zip codes with high voucher-eligible populations. Highlight scholarship availability, open house dates, and application deadlines with simple, clear calls to action.
Your existing school families can be powerful advocates. Create referral incentives, equip them with talking points about vouchers, and invite them to speak at open houses or community info sessions.
Marketing doesn’t stop once a family schedules a tour—it’s also about the experience they have when they interact with your school.
Ensure your admissions materials are easy to understand, available in multiple formats, and guide families step-by-step through the process. Assign a staff member or admissions liaison to support voucher applicants.
Offer application workshops or one-on-one support to help families apply for both the school and the voucher program. JAG Consulting can help schools develop clear workflows to manage this seamlessly.
Many voucher-eligible students may need academic or emotional support. Clearly communicate what resources your school offers—such as tutoring, counseling, or learning accommodations.
A K–12 private school in the Midwest worked with JAG Consulting to boost enrollment through their state’s voucher program. By conducting a demographic analysis, we identified underserved neighborhoods with a high percentage of eligible families. We helped the school:
Within two years, voucher-funded enrollment increased by 34%, and the school’s brand recognition grew significantly in surrounding communities.
Marketing to voucher-eligible families is about more than filling seats—it’s about equity and inclusion. By intentionally welcoming diverse students, your school becomes a more vibrant, responsive, and future-ready institution.
But to do this well, private schools need a strategic approach that’s rooted in empathy, driven by data, and executed with care.
JAG Consulting helps private schools design and execute marketing strategies that connect with voucher-eligible families in meaningful ways. From messaging development and community outreach to admissions workflows and staff training, we ensure your school is positioned for sustainable, inclusive growth.
Want to reach more voucher-eligible families and boost your enrollment numbers?
Let’s build a customized outreach plan that aligns with your values and engages your community.
Contact JAG Consulting today to learn how we can help your school thrive through strategic marketing and meaningful community connections.
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