By Rachel Zake, Account Executive at TWIST Creative & Alumna of Hathaway Brown School 

There is this amazing marketing network that’s accessible worldwide, in every community. It’s been around for 1000s of years, literally, and it’s unbreakable. That’s right. It’s the Mom Network. Yes, over the years print, radio, TV and online marketing have been tactics, but the Mom Network is unbeatable. And today, millennial moms are the primary decision makers and influencers when it comes to education for their children. 

Your Target Market

Millennial moms are those born between 1981 and 1996. They grew up with traditional media and were the early adopters of online and social media. They’re well-versed in it, smart, savvy and deeply engaged with their children and their development. And the Mom Network is your target market. How do I know? I am one. 

And, moms of daughters are dually interested in all girls’ education. Whether they themselves are alumnae of private girls’ schools, they are seeing the value in what this format provides. They are seeing their girls grow into strong, interested and involved young women. The International Coalition of Girls’ Schools, with whom we partner, shares a fantastic article regarding the Top 10 Reasons to Choose a Girls’ School. You can read that here: https://www.girlsschools.org/the-girls-school-advantage/the-why

Keep scrolling for how to keep this Mom Network engaged.

How Millennial Moms Research and Choose Schools

When it comes to choosing a school, millennial moms are active researchers who spend hours online evaluating websites, reading reviews, browsing social media, and watching videos. They want to know what it feels like to be part of your school community. That’s right: not only do they care about educational outcomes and extracurricular activities, but they are also need to understand your mission, vision, values, and what it feels like to be in your school’s environment. 

Cumulatively, parents say that socialization, structure and values are paramount when deciding to enroll in private schools in particular. (EdChoice, 2024 Schooling in America Survey, conducted April 9–April 30, 2024, Q5-8)

Additionally, 51% of parents say they wish they had more information about the schooling options available to them. (School Choice Awareness Foundation, 2025)

Digital Presence and Enrollment Marketing for Schools

That said, we moms are busy. To accommodate and make sure your message is well-received, your digital presence must be perfected, mobile-friendly, and informative, communicating within seconds who you are. Research shows online users are not spending much time on sites if the information isn’t quickly and easily accessible. Efficient use of that short window to make an impression, capture their attention, and keep the user on the site will help inform success. 

Beyond Academics: Whole-Child Development

Aside from test scores and the academic rigor of the school, millennial moms are looking for schools that highlight extracurriculars that help build confidence, and encourage teamwork and individual excellence. From sports to arts to community involvement, millennial moms are seeking out opportunities for their children that push beyond the school day. And, while most schools are aware, they may not highlight these opportunities and student accomplishments on social media in the same way they do academic achievements. 

Schools that showcase how they nurture the whole child are more likely to resonate with the Mom Network. Be sure, moms who love a school will spread the word. This is your best opportunity for filling admission spots and garnering a healthy wait list. 

Millennial parents rank school culture and extracurricular activities among their top priorities—just as highly as academics. (Echelon Insights, 2023)

The Mom Network, Network: Social Media

The Mom Network engages with Instagram, Facebook groups, TikTok, and YouTube. They like, comment, and share at a high rate, which helps raise your posts in the algorithm. Finding their communities within these vast networks is important and, if you can be a thought-leader in the space, or engage with them regularly, they will bring you into more of their conversations as well. Authentic, engaging social content that reflects your school’s personality could play a larger role than you think.

86% of millennial moms use social media daily, with Facebook groups and Instagram as top platforms for school-related searches. (eMarketer)

Marketing to the Mom Network

Marketing to the millennial Mom Network is about sharing all aspects of your school and engaging with this unique and important audience who can turn loyal advocates. If your school can show these moms that you understand their kids and their needs through proven results, you’re not just getting her attention, you’re earning her decision. 

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Rachel Zake is a seasoned account services professional at TWIST Creative, having worked with non-profit and for-profit clients in various areas of business. She is a proud graduate of Hathaway Brown School and Boston University.