Why This Question Comes Up
When you’re investing time and budget into digital marketing, a common question pops up:
“Can we geofence places like country clubs and popular summer camps to reach our right-fit families?”
Technically, yes.
Strategically? Not really.
Geofencing is one of those tools that sounds promising. It’s location-based targeting that can deliver precision and potential. But in the world of school enrollment, where families are making big, emotional decisions and every marketing dollar matters, flashy tools don’t always lead to better results.
Let’s take a closer look.
What Is Geofencing?
Geofencing is a location-based strategy that uses GPS, RFID, Wi-Fi signals, or device IDs to create a virtual “fence” around a real-world area. When someone with a mobile device enters or exits that area, they can be served targeted ads, push notifications, or promotions.
Why it works in some industries: It’s great for delivering hyper-local, timely messages that drive immediate engagement.
Example: A coffee shop geofences a 1-mile radius. When someone walks by, they get a notification: “10% off your next latte!” 🚶☕
It’s all about proximity and timing to drive a purchase.
But as you know, school decisions don’t happen in the same, fast-paced way.
Why Geofencing Doesn’t Deliver for Independent Schools
1. The targeting isn’t specific enough.
A geofence doesn’t know who’s who. You might reach a parent, but you’ll also hit staff, guests, delivery drivers, and kids. Just being near a location doesn’t mean someone is a potential fit for your school.
2. The audience size is usually too small.
Retail businesses benefit from large foot traffic. Schools don’t. Your ideal audience is already niche, and geofencing can’t generate the volume or quality you need to justify the spend.
3. School decisions take time.
Families don’t choose a school on impulse. More often than not, it’s a long, thoughtful process filled with research, conversations, and comparisons. Catching someone on their phone while walking near campus isn’t going to move them meaningfully closer to enrollment.
4. Display ads don’t drive school conversions.
Geofencing often relies on display ads, which are weak as a standalone to drive actions like inquiries or tours. Even if someone sees your ad AND is truly a right-fit, it may not connect in a way that matters.
A Better Option: Smarter Targeting
The good news is that you can reach right-fit families with your school’s ad campaigns. You just need to use tools that give more control, context, and relevance.
Use ZIP code and radius targeting backed by real data
Start with what you already know. Where do your best-fit families live? Where are applications growing? Platforms like Meta and Google let you pinpoint those locations and apply the targeting logic that works.
Combine location with behavior
Layer in signals that matter. For example:
- Parents of school-aged children
- Recent movers
- People researching private schools
These layered signals give your ads the power to land with the right people, not just the people who happen to be near a particular location.
Up-bid in key areas
If you know that certain ZIP codes produce high-quality inquiries, bid higher in those areas. Your ads will show more often in these high-value zones and make better use of your budget.
Focus on intent, not geography
The strongest school campaigns target families while they are actively researching, comparing, and making decisions. And that’s exactly when you want your school to show up. Modern platforms let you do that with precision, so you don’t have to rely on passive proximity.
What This Looks Like in Practice
Back to that country club idea.
Instead of geofencing the parking lot, map out the ZIP codes where members live and build custom audiences based on parent status and online behavior. Serve them ads that speak to their school search journey, whether it’s a value proposition or an invitation to schedule a private tour.
This approach puts your school in front of qualified families. And it gives you clearer data on what’s working, where to adjust, and how to grow.
How We Think About School Marketing
At Truth Tree, we build strategies that align with your school’s goals, values, and decision-making journey.
Most of our team comes from the school world, so we get the nuances and school lingo. The beauty of this is that we know how to repackage it in a way that aligns with searching families.
Ready to see how our team fits in with yours? Book a no-pressure, no-frills call to discuss.
The Bottom Line
Geofencing might sound like precision, but it lacks the context and control schools need. It’s broad. It’s passive. And it’s not built for the kind of high-consideration decisions families make when choosing a school.
There are better tools to help you reach the right families with the right message at the right time.
Want help building a smarter audience strategy?
Let’s talk.
Moira Anderson is the Assistant Production Manager at Truth Tree, where she collaborates closely with the Director of Technology & Innovation to develop and implement comprehensive digital marketing strategies that drive results. Her expertise in project management ensures smooth execution of initiatives, while her passion for connecting schools with their audiences helps tell each institution’s unique story effectively.
Irecka Bryant is a Lead Partner Strategist at Truth Tree. She loves working side-by-side with schools to figure out what makes them special—and how to share that story in a way that truly resonates. With a background in education and a knack for digging into the data, Irecka brings both heart and strategy to every partnership.