New survey: 2021 Niche PK-12 State of Enrollment and Marketing

October 12, 2021 — PITTSBURGH Niche, the leading platform connecting students and families with colleges and schools, just released the results from a survey of 760 Pre-K through 12 schools across the country. Based on the 2020-2021 recruitment cycle, the 2021 PK-12 State of Enrollment and Marketing survey is the first of its kind for Niche. It was conducted with the intent to help inform schools’ planning for budgets, marketing, and outreach while also providing data for schools to benchmark themselves against their peers nationwide. As Niche partners with over 2,000 schools to build brand awareness and drive enrollment outcomes, the company is very well-equipped to glean and provide comprehensive insights to benefit any school.

Questions centered around a few categories: Enrollment and Marketing Team Size, Enrollment Performance, Family Recruitment, and Marketing. The survey covered a year that was anything but ordinary for PK-12 schools as school closures and mixed results for distance learning led many families to reconsider their children’s education. Fifty-nine percent of schools reported receiving either significantly more (25%+) or slightly more (10-15%) inquiries than in 2019-20 and previous years, and 60% of schools reported significantly or slightly more applications.

The brand-new survey was created by Niche’s new Senior Enrollment Insights Leader for K-12 Schools, Angela Brown. She was most recently the Director of Marketing and Communications at Flint Hill School, a PK-12, co-ed day school outside of Washington, DC., and previously spent 10 years focusing on B2B marketing communications for AmLaw 100 firms, IT consulting and digital marketing agencies, and a leading commercial real estate information and analytics company.

“It can be difficult for PK-12 school marketers, communicators, and admissions professionals to find relevant data to guide their strategies and spending,” said Brown. “On top of that, the ongoing pandemic has had a dramatic impact on the PK-12 school landscape. Now more than ever, school leaders need actionable insights they can use to shape their recruitment plans, so I’m thrilled to lead Niche’s first ever survey to help provide them.”

The 2021 Niche PK-12 State of Enrollment and Marketing survey results can be viewed in full here:

About Niche: Niche is where students and parents choose their school. Whether a school is already on their list or the perfect fit they haven’t yet discovered, Niche connects families to the ones that are uniquely right for them. Our enrollment marketing solutions enable our 2,000 partners to build genuine connections that nurture interest into visits, applications and enrollment. By supporting over 50 million students and parents, Niche is changing how schools and colleges connect with families and build their future classes.

Press contact:

Natalie Tsay
Senior PR Specialist