Between October and January, Kenyan parents are deciding where their children will learn next year. For PP1, Grade 1, Grade 7 and Grade 10, many families compare several schools before they commit. Most of that comparing now happens on a phone: a Facebook post shared in a church group, a TikTok of a school's music festival, a WhatsApp status from a neighbour.
Schools that show up there, with something worth watching, fill their classes first.
What parents want to see
Before they visit, parents look for proof of a few things:
- Results and teaching. Not just exam numbers, but learners presenting projects, reading aloud, experimenting in a lab.
- Safety and care. Clean classrooms, a secure gate, a school nurse, transport.
- Talent and activities. Sports, music, drama, clubs. Under CBC, these matter more than ever.
- Fees and logistics. A clear fee structure, payment by M-Pesa, term dates and how to apply.
A 15-second video that shows one of these clearly beats a long brochure.
Make ads quickly with AI
Many schools don't have a marketing team or a videographer. That's where AI ad tools help. Tari Studio, built for African brands, turns a few photos and a line of text into short video and image ads. You can publish them to Facebook, Instagram and TikTok, and take enquiries on WhatsApp. Plans start from KES 2,350 a month, payable by M-Pesa or card.
A simple admissions campaign for a term could be:
| Week | Ad | Where |
|---|---|---|
| 1 | "Admissions open for January": a photo montage of the school with the fee range and dates | Facebook, WhatsApp Status |
| 2 | A 15-second clip of learners at a CBC project day | TikTok, Instagram Reels |
| 3 | A parent's short testimonial with a "Book a visit" button | Facebook, Instagram |
| 4 | An open-day reminder with directions and a WhatsApp number | WhatsApp, Facebook |
Use real photos of your own school, with consent from parents for any child who appears.
Turn interest into applications
Ads only help if enquiries are handled well:
- Answer WhatsApp enquiries the same day. Assign someone to respond, with a standard message giving fees, documents needed and visit times.
- Send every ad to one clear next step. "Book a visit" or "Apply online" on your school website.
- Make the website do the work. Your Class Compass school website already has admissions steps, a "what to bring" checklist, fees information and contact details. Link your ads straight to it.
- Track where families came from. Ask on the admission form, and spend more next term on the ads that worked.
Keep the promise after admission
The best marketing is a parent telling another parent that the school is well run: fees are easy to pay, reports arrive on time, and they always know what is happening. That part is what Class Compass is for. The ads bring families in; a well-run school keeps them and brings their friends.