When it comes to school recruitment, there’s nothing more powerful than a real story.
While program descriptions and performance data matter, families are most influenced by how a school makes them feel. That’s why spotlights and testimonials from parents, students, and teachers are such important tools in your school recruitment strategy. They build trust, make your school’s value tangible, and help prospective families picture themselves in your community.
Use this guide to create authentic, compelling testimonials that help families to say yes to your school.
Why Testimonials Work for School Recruitment
Spotlights and testimonials give prospective families a window into your school’s real day-to-day experience. They go beyond general descriptions and let people hear directly from those who live it—parents, students, and staff. These personal stories create a sense of trust and connection that brochures and program overviews simply can’t achieve.
They also help families imagine what it would feel like to be part of your school community. A parent’s reflection, a student’s enthusiasm, or a teacher’s passion can make your school feel relatable, welcoming, and real. And because these voices come from peers, not marketing copy, they often carry more weight in a family’s decision-making process.
In short, testimonials show families – not just tell them – what makes your school special.
A Step-by-Step Guide to Creating Great Testimonials
1. Choose the Right People
Start by identifying individuals who have had meaningful experiences with your school. These could be parents who were initially unsure but became strong advocates, students who found their voice or confidence, alumni with success stories, or teachers who bring passion and purpose to their work.
Aim for a range of voices that reflect your school’s diversity—different grade levels, backgrounds, programs, and perspectives. The best testimonials come from people who speak with heart and authenticity, not necessarily those with the biggest titles or longest tenures.
2. Ask the Right Questions
Once you’ve identified your storytellers, make the process easy and supportive. Whether you’re talking one-on-one or collecting responses in writing, ask open-ended questions that invite reflection and storytelling. Focus on moments of transformation, connection, and belonging.
Here are some tried-and-true questions to guide your interviews:
Parents:
- What first drew you to our school?
- What concerns did you have before enrolling, and how were they addressed?
- Can you describe a moment when you knew this was the right school for your child?
- How has your child grown or changed since joining the school community?
- What would you say to another parent considering this school?
Students:
- What’s your favorite part of the school day?
- What’s something you’ve learned here that you’re proud of?
- Who’s made the biggest impact on you at school?
- How do you feel supported and included?
- What makes your school different from others you’ve been in?
Teachers/Staff:
- What do you love most about teaching at this school?
- How do you see students growing during their time here?
- What makes this school’s approach unique?
- Can you share a story about a student success you’ve witnessed?
Alumni:
- What stands out most when you look back on your time at the school?
- How did your experience here shape your college, career, or personal path?
- Were there any teachers, programs, or moments that had a lasting impact on you?
- What skills or values did you gain that still help you today?
- Why would you recommend this school to today’s students or their families?
And don’t be afraid to ask follow-up questions! Some of the best answers will come naturally in your conversation – even if you weren’t expecting it.
3. Meet People Where They Are
To get authentic, enthusiastic testimonials that will help with your school recruitment, you need to remove as many barriers as possible, both in format and timing. Some people love to talk on camera, while others are more comfortable writing their thoughts or chatting informally. The more flexible you are, the more participation you’ll get – and the more diverse and compelling your stories will be.
Offer Different Ways to Share
Let people choose what works best for them:
- Written testimonials – Ideal for those who prefer time to reflect. You can send a few prompts via email or use a Q&A format like a written interview.
- Video interviews – Great for capturing personality and emotion. Keep it casual and conversational—Zoom works just fine.
- Voice recordings – A comfortable middle ground for people who want to speak but don’t want to be on camera.
Make It Easy to Participate
Try these approaches:
- Set up a booth or quiet corner at school events like open houses or student showcases. You’ll catch people in the moment when they’re already thinking about the school.
- Send email invitations with a few easy questions or a link to schedule a short call or video chat.
- Pick up the phone. A quick call to a parent, teacher, or alum you know well might be all it takes to unlock a great story.
- Offer flexible days and times—before or after school, over the weekend, or at times convenient for working families.
Meeting K-12 school enrollment goals is getting harder by the day. Download our K-12 Strategic Marketing Playbook for a step-by-step marketing strategy to attract more students, engage your community, cultivate a sense of belonging – and meet your enrollment goals.
Format Your Spotlights for Maximum Impact
You’ve collected these heartfelt testimonials – how can you leverage them for school recruitment? Strategically use them across channels to reach prospective families throughout their decision process. Don’t let great stories go – turn them into inspiring content.
Here are some effective ways to do just that:
Written Spotlights
Perfect for blog posts, newsletters, and admissions pages. You can format these as short pull quotes, full Q&A profiles, or even “Day in the Life” stories that showcase the student or staff experience from a personal lens.
Video Testimonials
Video adds energy and emotion. These can be simple one-minute clips recorded over Zoom or in-person—nothing fancy needed. Add subtitles and upload them to your website, YouTube channel, social media, or school-specific sites like Niche.com. Consider organizing a playlist or page titled “Why Families Choose Us.”
Social Media Snippets
Turn powerful quotes or short video clips into snackable content. Use branded templates to share them as Reels, Stories, or carousels. These are perfect for building trust and familiarity over time.
Recruitment Website
Add a testimonial slider to your recruitment website home page, or create a dedicated “Community Voices” or “Our Stories” page that compiles parent, student, teacher, and alumni testimonials in one place. Include a mix of formats (quotes, images, videos) and make sure it’s easy to navigate.
Print Materials & Event Displays
Pull strong quotes into brochures, flyers, postcards, and open house signage. A well-placed testimonial at an event can spark an emotional connection and lead to a conversation.
The more places families see these stories, the more they’ll start to picture themselves as part of your school community!
Tips for Success
Collecting testimonials is one thing—getting the most value from them is another. To ensure your spotlights are effective, sustainable, and will help boost school recruitment, keep these tips in mind:
- Keep it fresh. Update your testimonials regularly – ideally each season or school year – to reflect your current students, programs, and priorities.
- Diverse voices matter. Make sure your spotlights represent a wide range of grade levels, cultures, family types, and experiences to reflect the full richness of your school.
- Coach your speakers. Give participants a few guiding questions ahead of time and remind them that authenticity matters more than perfection.
- Promote widely. Use your testimonials across platforms—website, social, print, video, and even presentations—so they work hard for your recruitment strategy.
- Get consent. Always secure written permission before using a testimonial, especially when featuring students or minors in videos or photos.
Even a handful of well-executed testimonials can make a big impact when they’re collected thoughtfully and used intentionally!
Your Community is Your Best Marketing
Parents don’t just choose a school based on curriculum or test scores—they choose it based on connection, trust, and stories. By putting the voices of your community where prospective families can hear them, you make your school’s strengths come alive in the most persuasive way possible.
Start small. Interview one parent, one student, and one teacher. Feature their stories across your channels—and watch how it helps other families feel at home in your school.
Ready to Elevate Your School’s Recruitment Strategy?
Testimonials are just one part of a holistic school recruitment strategy. At iMission, we specialize in helping K-12 schools harness the power of CRM and marketing automation to attract and engage the right families. Our expert team is here to support you every step of the way, from building a robust recruitment pipeline to creating personalized outreach campaigns that resonate. Contact us today to get started!
