Historically, education advertising has been targeted students and their parents in a number of ways. Whether it is grammar school, middle school, high school or beyond, both public and private educational institutions need to draw students to boost attendance. Private schools for the younger ones, especially, must implement a marketing plan that reaches parents. While direct mail advertising, newspaper and telephone book ads were the norm, it is now more beneficial to use the Internet. Pay-per-click advertising and social media are very effective tools for educational institutions to attract students of all ages.
Colleges and universities are now using social media marketing to attract potential students through Twitter, Facebook and MySpace accounts. They still contact high schools to find potential students, as they always have, but now they are reaching out to potential clients through Internet advertising. As important as education is for students, marketing for educational institutions is equally important.