Lauriston Girl's School used four components in the marketing of its event;
In any marketing activity, you want your audience to touch your brand as often as possible. This serves as a primer for a future enquiry. How about organising a webinar once per term?
For parents there’s the classic parenting seminars but think more broadly and look at webinars on careers or have your local Uni talk about tertiary life. How about calling on a successful alumnus?
Don’t forget prospective students (more for secondary school). There may be local musicians (ok rappers if you must) and invite them to run a session. I’m hearing that students have a voice in their future school selection. Consider being the cool school.
Consider adding some fame to your brand (leveraging another person/ entity’s brand can rub off on yours) by hosting, say, an ‘Apple careers in tech webinar’ (or Google, Microsoft, Atlassian etc.). The point here is use webinars to allow prospects to engage with your brand. This very soft sell will build a comfort level and prime a prospect to begin a dialogue with your school.
You can read about many more strategies to promote your school by downloading my paper, 'What principals need to know about the principles of school marketing'. Grab a copy here
Pay particular attention to pages 11 to 13.