How to Use Pinterest to Market Your School


Pinterest is now the third largest social media network after Facebook and Twitter. On top of this, 83% of its users are women and this makes it occupy a unique position among the social media networks. There are studies that suggest that mothers are the main decision makers when it comes to choosing a school for their children. This makes Pinterest an important tool for marketing schools.

Create your school’s account

To begin marketing your school on Pinterest, you will need to create a Pinterest account for your school. Choose a username, an email address and a password. You will also need to choose 10 pins that you find interesting. A “pin” is any image or video added to Pinterest. The pins will suggest people to follow. When choosing the pins, think in the best interest of the school. Select pins that will be in line with the mission of the school, such as education, children, activities and play. Pinterest will then suggest you create 5 pin boards. A board is where you organize your pins by topic. The suggested boards consist of Products I Love, Favourite Places and Spaces, My style, Books Worth Reading and For the Home. However, since these pin boards aren’t of much help to schools, you should delete them and create your own pin boards.

Personalise the account

After creating your Pinterest account, you should personalise the account. When you create your account, Pinterest automatically follows 10 people based on your pins selection. You can find other schools and people to follow using Pinterest search. When you see how other schools are using Pinterest, it will be easy to tailor your use and even find great information to pin. There are searches that you should complete and follow based on the mission and brand of the school. You will be able to see the People, Pins and Boards of your local community, other schools and a brand name for your school.


After creating and personalising your Pinterest account, it’s time to begin engaging. Try engaging using the 50/50 rule which requires that 50% of your content be related to your school whilst the other 50% should not be directly related to your school. Bear in mind that your goal is to drive web traffic to your school’s webpage where you can convert the visit into an enquiry. Therefore, the content that relate to your school should be pinned directly from your blog or website. Avoid pinning information that will take the traffic away from your website.

Ensure that you make the Pinterest account of your school a valuable place where people can visit and learn about topics related to your school such as the local area, places to visit, recommended books, etc. A great way of finding other content to share that is not related to your school is by re-pinning other pins such as great stuff for kids. Feel free to “like” or comment on other pins.

Promote your account

After you have created several boards and have between 25 and 50 pins, comments and “likes”, begin promoting your Pinterest account. Post and tweet your Pinterest account on Facebook and Twitter. Ensure that you include a link to your school’s Pinterest account in your email signature.


The use of social media for marketing is flourishing. This is evident in social media sites such as Facebook, Twitter and Pinterest. Schools should tap into this to market themselves in the growing digital world. Following the above guidelines will ensure that you are able to effectively promote your school on Pinterest.

Fundraising For Schools With Max Hutton

Max Hutton – Brisbane Grammar School

This week I spoke with Max Hutton from Brisbane Grammar school all about Fundraising. Max is quite well known for his expertise in Fundraising and Alumni relations. On this call we discuss everything from which demographic gives the most donations to effective strategies for engaging Alumni and raising over $165,000 from one campaign.

Here’s a few quick points on key areas in the call:

  • 00:40 – Staff structure at Brisbane Grammar School
  • 2:25 – Recent results from a call campaign
  • 4:00 – Which demographic gives the most donations
  • 6:05 – Identifying major donors
  • 7:22 – What works when asking for donations
  • 8:55 – Corporate sponsorship
  • 10:20 – Comparison of donations from Parents and Alumni
  • 13:16 – Costs analysis for physical mail campaigns
  • 15:09 – Social media involvement
  • 16:17 – Communication mediums and frequency of sending
  • 18:00 – Systems for storing and retrieving data
  • 19:20 – Programs for gathering donations
  • 20:55 – Best methods and practices
  • 23:00 – Capital campaign results
  • 24:04 – Comparing donations from Australian’s vs Overseas
  • 28:18 – Long Term gains

Interviews With School Marketing Executives About Social Media

In this episode I have done something a little different to having myself in front of the camera. I have contacted a number of schools and asked if they would share with me their insights into Facebook and Social Media in general, and what is currently working for them.

The feedback I got was fantastic and there is a tonne of great information here that other schools could very much benefit from.

I have compiled a few quick snippets of audio from my calls with Rae Byrom from Ivanhoe Grammar School, Emily Cavanough from Eltham College, and Stephen Wruck from Kings Christian College. The insights these guys shared with me was brilliant.

The full audio recordings from these calls are below. I trust you will get a lot of value from these calls and please make sure you add your comments below to thank these wonderful people for sharing their knowledge.

Emily Cavanough
Eltham College
Rae Byrom
Ivanhoe Grammar School
Stephen Wruck
Kings Christian College
[wpsharely id="121"] Interview with Rae Byrom – Ivanhoe Grammar School
Interview with Emily Cavanough – Eltham College
Interview with Stephen Wruck – King’s Christian College


Here’s a few quick touch points in the audio files that I found quite interesting:

Emily Cavanough – Eltham College

  • 00:31 – Using an effective banner on your Facebook Page
  • 2:58 – Staffing for social media updates
  • 4:25 – Setting Facebook Page Guidelines for interaction
  • 7:00 – Dealing with inappropriate content posted by students on Facebook
  • 9:21 – The Principal on Facebook and Twitter
  • 11:50 – Which content gets the most engagement
  • 13:50 – Tracking links back to the website from Facebook
  • 15:12 – Facebook Advertising
  • 18:16 – Other Social Networks and plans to tackle them

Rae Byrom – Ivanhoe Grammar School

  • 1:02 – Target demographics on Facebook
  • 1:45 – Principal’s Twitter account and how effective that is
  • 3:32 – Facebook Tabs and which ones to use
  • 4:28 – Alumni on Facebook
  • 6:40 – Student comments on Facebook and how they treat the school page
  • 8:40 – Comparing Facebook to Twitter and their effectiveness
  • 10:10 – About having a “like” button on your website
  • 13:00 – Cross promotion between Facebook and the school website
  • 16:00 – Plans for other social networks
  • 16:50 – How Youtube plays a part in the overall strategy

Stephen Wruck – Kings Christian College

  • 1:17 – Using Facebook Groups for parent communication and engagement
  • 6:14 – How a team plays a big part in uploading content
  • 7:45 – The best things about having a school APP
  • 11:30 – Posts that get the most engagement on Social Media
  • 14:28 – Using Facebook Comments on your own school website
  • 15:55 – Alumni engagement with the school Facebook page
  • 19:29 – Click tracking and how important that is
  • 22:10 – Youtube videos and how many hits videos are getting
  • 23:40 – How important is an online presence for a school? Student enrolment story
  • 25:35 – The school’s Social Media journey over time
  • 27:40 – Effective Pinterest strategy
  • 28:15 – The driving factor behind the schools success with Social Media
  • 29:45 – How to get Teachers on-board and involved
  • 32:15 – A twist on using Facebook Pages for internal use
  • 34:00 – Setting up alias staff accounts for Facebook protection
  • 36:33 – Policies for staff interaction with students on Facebook outside of school