For many after-school programs, marketing can feel like throwing spaghetti at the wall and seeing what sticks. One of the most common missteps? Investing in outdated advertising methods like billboards. While a giant roadside sign may seem like a flashy way to get attention, the reality is that it’s often an inefficient use of your marketing budget—especially for smaller programs with limited resources.

Here’s why billboards don’t deliver the ROI you need and what strategies are more effective for growing your after-school program.

The Problem with Billboards

1. Low Targeting Capability
   Billboards are a one-size-fits-all advertising method. They can’t target specific demographics like parents of school-aged children, nor can they focus on families within your geographic area. Instead, they rely on mass exposure, much of which reaches people outside your ideal audience.
   

2. Minimal Tracking & Analytics
   Unlike digital advertising, you can’t measure how many people actually notice your billboard or take action. This makes it nearly impossible to assess its effectiveness or calculate a return on investment.

3. High Costs for Low Returns
   Billboards can cost thousands of dollars per month depending on location and size. For the same budget, you could run a highly targeted digital campaign that drives direct leads to your program.

4. Outdated Appeal
   Today’s parents are scrolling Instagram, checking emails, or watching YouTube—not staring at billboards. If you’re not meeting them where they spend their time, you’re missing out.
   
   
   What Works Instead?
   

1. Facebook and Instagram Ads
   Social media platforms allow you to create highly targeted ads aimed at parents in your area. You can filter by age, location, interests, and even parental status, ensuring your budget is spent reaching families who are likely to enroll. Plus, with tools like lead forms, you can collect signups directly from the ad.

2. Community Events
   Hosting in-person events like open houses, free workshops, or holiday-themed activities gives parents and kids a chance to experience your program firsthand. Events create a personal connection that billboards never could.

3. Google Ads for Local Search
   When parents are looking for after-school programs, they often search online. Running Google Ads ensures your program appears at the top of search results when someone types in “coding classes near me” or “after-school soccer programs.”

4. Email and Text Campaigns
   Collecting email addresses and phone numbers of interested parents allows you to nurture leads over time. A series of well-crafted messages can build trust and encourage signups without the hefty price tag of a billboard.

5. Custom Lead Magnets
   Offer something valuable to parents in exchange for their contact information—like a guide on “How to Choose the Best After-School Program” or a free trial class. Lead magnets give parents a reason to engage with you and allow you to build your email list.
   

Making Smarter Marketing Choices

Marketing doesn’t have to drain your budget to be effective. By focusing on strategies that deliver measurable results—like social media ads, community events, and personalized outreach—you’ll see a higher return on investment and attract the families that matter most.

Leave the billboards to big corporations. For after-school programs, smarter, targeted marketing wins every time.

Need help growing your program? Reach out to us for a free consultation on how to attract more families and grow your enrollment!