Toledo Private High Schools: An Analysis of Marketing Strategies

Having a better understanding of private education is vital in a country where research on private schools outside of school choice literature is limited. This research aims to gain a deeper understanding of the marketing strategies employed by Toledo private high schools, thereby enhancing our comprehension of the local education market and its broader implications. This study will delve into the websites of three prominent Toledo private high schools: one Catholic, one Christian/Religious, and one secular school. To better understand these websites and schools, marketing and education-related literature regarding marketing strategies and private education is reviewed. Additionally, to better understand each school in the study, its website will be analyzed for its specific philosophy, promises made, statistics, and promotional images. Finally, schools' marketing strategies are analyzed and compared. Each school was found to have similar marketing tactics and promises, differing primarily in their specific educational and spiritual philosophy.