Educational marketing has evolved from a one-time effort, limited to the enrollment period, into a strategic process that must be pursued throughout the year. That was the main message from Andréa Tavares, founder and CEO of Agência Bear—a company specializing in marketing for educational institutions—during her appearance at the Conexão Bett.

According to her, we can now see an evolution in the way schools view marketing. “There has been greater awareness, particularly regarding the understanding that enrollment and re-enrollment campaigns need to take place throughout the entire school year, not just during a specific period,” she says. For Andréa, the key is to understand that “everything communicates,” which requires integrating all departments into the marketing effort. “It’s not something isolated and separate from the school’s daily routine. Once we understand this, planning becomes much more fluid and efficient,” she adds.

According to the expert, the goal is to highlight the institution’s best features and expand its reach. “Often, interesting projects—and even the school’s own history—remain confined within the institution. Educational marketing has the responsibility of showing the world beyond the school’s walls what the school does and why families should choose it,” she emphasizes.

One of the main mistakes institutions make, in Andréa's view, is believing that investing in advertising is enough to attract new students.

“An ad isn’t the same as enrollment. Education is the future, and decisions like this aren’t made with a single click,” she emphasizes. For her, ads serve a clear purpose: to increase visibility and attract people who aren’t yet familiar with the school; however, we need to go further.

“After the announcement, there’s a process the family must go through. It’s no use looking only at how much was spent on media and how many enrollments were made, because there are many other steps in this process,” he explains.

Focusing efforts solely at the end of the year, when ads for open enrollment multiply, can also hurt results. “During this period, there’s a veritable auction of ads, and schools end up at a disadvantage. Furthermore, without planning, there’s no time to work through the stages of the funnel, which are essential for building relationships,” he warns.

Watch the full episode here:

Family Day Following the Announcement

To turn initial curiosity into trust and, eventually, into enrollment, Andréa recommends mapping out the family’s entire journey from the very first contact. “If someone fills out a form today to schedule a visit a week from now, it doesn’t make sense to leave them without any communication until then. Why not send them relevant content, showcase original projects, and present the educational approach? That way, when the family arrives at the school, they’re already impressed,” she suggests.

This attention to detail must also extend to the in-person experience. “Education is 100% experience. Every detail conveys a message—from the enrollment office to the trophies on display, the teaching materials, and the way students are welcomed. We can even use sensory marketing—engaging all five senses—to reinforce the perception of educational quality,” he notes.

In Andréa’s view, working with a specialized agency can make all the difference. “The agency is there to guide strategies, collaborate with the school’s team, and provide clarity on results. Many good ideas don’t move forward due to a lack of time or technical expertise, and that’s where we come in. Our role is to be a partner throughout the entire year, not just during the campaign period,” she points out.

Another important point is the need for constant communication, even beyond the enrollment period. “Schools need to focus on what sets them apart. Original projects, the institution’s history, the relevance of the school system to the region where it is located, and even the work of the educators themselves are elements that strengthen the brand. That’s what no one can copy,” he says.

Throughout the chat on Conexão Bett, Andréa emphasized that educational marketing is more than just promotion: it’s about building trust and highlighting what makes each school unique. 

In addition to YouTube,Conexão Bettis also available on major audio platforms, such asSpotify,Deezer,Apple Podcasts,Amazon Music, andGoogle Podcasts, among others, as well as on theEducador21 website.

The talk show is yet another forum for dialogue at Bett Brasil, featuring various experts who offer a different perspective on the most relevant and current topics in the education sector. Turn on notifications on your favorite platform to be notified whenever a new episode is available.

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