In the ever-more competitive school choice landscape, a school’s online reputation is one of the most visible signs that can attract – or repel – prospective students and parents. Because of their ease of use, social proof, and 24/7 availability, online platforms are increasingly in use by parents, students, teachers, and other community members to make decisions about where to go to school.
Among these, GreatSchools.org stands out as a critical resource. With its comprehensive school ratings and reviews, GreatSchools can significantly influence public perception about individual schools, including yours. This article focuses on how K-12 schools can strategically use GreatSchools to build and maintain a positive reputation.
Understanding GreatSchools.org
GreatSchools.org provides ratings and information about public and private schools, from pre-kindergarten through high school. Their ratings are based on a combination of data, including student achievement, growth, college readiness, equity, and discipline/attendance, depending on the availability of data. They utilize state department of education data for public schools, including test scores and other relevant metrics.
GreatSchools uses a 1-10 scale for its ratings, with 10 being the highest. This numerical rating system offers a quick overview of a school’s academic performance. The higher your school rates, the better your reputation’s position.
Why GreatSchools Matters for School Reputation
GreatSchools.org is often the first stop for parents researching K-12 schools for their children. A high rating can significantly enhance a school’s attractiveness, while a low rating can deter potential families. Therefore, managing and leveraging your school’s presence on GreatSchools is crucial.
8 Ways You Can Use GreatSchools to Build School Reputation
Here are steps schools can take to use the GreatSchools platform effectively:
1. Verify and Update Your School Listing
- Visit GreatSchools School Accounts and claim your school’s profile.
- Ensure all information is accurate and up-to-date. This includes contact information, school description, academic and athletic programs offered, and any special features like arts, music, STEAM, or other highlights.
- Add high-quality photos and videos to enhance your profile.
- Regularly check for any inaccuracies and correct them promptly.
2. Understand the Data Behind Your Rating on GreatSchools1
- Familiarize yourself with the metrics used to calculate your school’s rating: student achievement, growth, college readiness, equity, and discipline/attendance.
- Identify areas where your school excels – these are talking points for you and your team.
- Identify areas where your school needs improvement. Be clear about how you address these issues and work toward improving them in the long term.
- GreatSchools primarily uses data from state departments of education, particularly test scores and growth models. Understand how this data is collected and reported in your state, and how your school fits into the overall competitive mix.
- Remember that test scores are typically updated annually, coinciding with the release of state department of education data (usually in the fall or winter), so check back regularly to see your scores.
3. Focus on Student Growth and Equity, Then Promote It
While student achievement is a significant factor, GreatSchools also considers student growth and equity.
- On your GreatSchools profile, highlight programs and initiatives that support student growth and address achievement gaps. Share success stories of how your school supports disadvantaged students and promotes inclusive learning environments.
- Be sure to also promote these initiatives in your school literature and on social media.
- This can help mitigate any potential biases critics claim are inherent in the rating system*, and showcase your school’s programs.
4. Engage with Reviews and Feedback on GreatSchools
Although schools cannot directly control reviews, acknowledging and addressing concerns can demonstrate responsiveness.
- Encourage satisfied parents to leave positive reviews, but do so ethically and avoid incentivizing them.
- Use feedback from reviews to identify areas for improvement and make necessary changes.
- A thoughtful response to negative reviews can show that the school values feedback and is committed to improvement.
5. Leverage Data to Show Your School’s Improvement
- Use the data provided by GreatSchools to inform your school’s improvement plans.
- Identify specific areas where students may need additional support and implement targeted interventions.
- Share data-driven success stories with the community to showcase your school’s progress.
6. Utilize GreatSchools Solutions for School Reputation
If your school has a marketing budget you can use, you might want to allocate some of these resources to paid options that are available on the GreatSchools platform:
- Consider tools like the Nearby Schools API and Data Licensing. These resources can offer valuable data integration and a richer understanding of the local educational landscape.
- Enhance community visibility by exploring advertising options on GreatSchools. This can be a great way to connect with families actively seeking information about schools in your area, while ensuring your school is part of their consideration.
7. Communicate Transparently
- Be transparent about your school’s data and rating.
- Address any potential concerns or criticisms proactively with parents, students, and your staff.
- Share information about your school’s unique strengths and programs.
- Host community meetings or online Q&A sessions to address parents’ questions and highlight where your school shines.
8. Highlight Diverse Data Points
- Recognize that GreatSchools primarily focuses on standardized test scores.
- Supplement this with other information that showcases your school’s strengths, such as extracurricular activities, teacher quality and commitment, and community involvement, mentor programs, and the like.
- Use your school’s website and social media to highlight these additional data points.
As mentioned in another article, Niche.com, a competitor, incorporates other ratings data, including student reviews, teacher quality, and extracurricular activities.
Beyond GreatSchools
While GreatSchools is important, it’s just one piece of the puzzle. Consider other platforms like Niche.com, and Teachers Rate Schools to manage your school’s online presence comprehensively.
GreatSchools.org ratings can significantly influence how schools are perceived by the public. By actively managing your school’s profile, understanding the data, engaging with feedback, and communicating transparently, you can leverage this platform to help build your school’s positive reputation. Use GreatSchools to showcase your school’s strengths and commitment to student success.
But remember, ratings are only one piece of the puzzle. There are many factors parents take into consideration when choosing a school for their child. However, by combining data-driven strategies with outreach and engagement, your school can effectively use GreatSchools to enhance your standing in the community.
Need help getting started? iMission Institute works with K12 schools and school districts to help them build brand and reputation, recruit, and retain new students. Contact us today to get the conversation started!
- It is essential to understand the context behind how the different platforms scale their ratings. As noted by Chalkbeat, GreatSchools’ ratings scale have been criticized as the data may potentially be skewed. If a school is scored on test data alone, this does not account for differences among schools serving higher proportions of low-income, Black, and Latino students. These students may have language challenges that impact their test scores, and test scores may not accurately reflect the school’s actual educational prowess. GreatSchools has an information section on its website that explains their ratings, and goes into detail about the different factors used. Awareness of these details is crucial for schools and parents to understand the limitations of the rating system. ↩︎
