From Scrambling to Steady: How One School Found its Marketing Rhythm

At Alma Partners, we often work with schools that are moving at full speed: answering phones, juggling open houses, reworking newsletters, and adjusting the website, all while deeply caring about every child and family who walks through their doors. It’s a pace that’s familiar, even necessary at times, but it’s also unsustainable.

Last year, we partnered with a school that had been living in that reactive rhythm for a while. Every marketing effort felt like a last-minute sprint:
“We need a postcard now!”
“Let’s throw some money at Facebook ads!”
“Our open house is in two weeks, and we’re not full—help!”
Sound familiar?

What we saw wasn’t a lack of effort or commitment but a lack of space to pause, see the whole picture, and plan from a place of intention instead of urgency.

Together, we spent a few reflective sessions mapping out a year-long marketing rhythm anchored to the school’s enrollment goals, seasonal cycles, and storytelling opportunities. We created a living plan that was designed to adapt to the organisational needs while offering structure. We built in time for community voices to emerge, for impact stories to be shared, and for the school’s unique character to shine through. We made sure the team could pick up and carry the plan, even amid the urgency of admissions seasons, fundraising galas, and class field trips.

The result wasn’t just more inquiries or better conversion rates (although those came, too). It was a sense of steadiness, clarity, and breathing room.

An annual marketing strategy frees you and your team from the panic of improvisation and gives your community the best chance to see who you are, not just what you do.

“Alma Partners has been instrumental in helping us plan and implement a comprehensive marketing strategy. Their knowledge of our community and brand, paired with their understanding of Waldorf Education and expertise in a wide range of marketing tools, has led to consistent and continuous growth.”

–Niko Hilgerdt, Head of School, The Waldorf School of Philadelphia

This kind of work is one of our favorite ways to collaborate, because it helps schools remember who they are, what they stand for, and how to share that with the world.

If your school’s marketing still feels like a series of last-minute sprints, we’d love to help you find your rhythm. Reach out to explore what a steady, story-centered strategy could look like for your team.