Private school proprietors and their teachers are
coming up with new initiatives to attract learners, amidst a low turn up that followed almost two years of school closures.
This also follows a huge exodus of
learners from private to public schools that are believed to be
more affordable. Traditional schools like Kitante Primary were forced to stop
admitting learners because they had reached their maximum capacity.
proprietors of private schools are employing new skills to reattract learners. From the known traditional
means of advertisement through radio, and television, many have gone a
step further to use inflatable cartoon characters, employing street preachers to slot in a mention about their schools, or teachers taking advantage of Traffic Jam to persuade parents.
Medard Kamwesigye, the headteacher of
Tropical Primary and Nursery School, Najjeera takes advantage of the gridlock at
peak hours on Ntinda-Najjera-Kira road every morning and evening to
advertise the school to parents. With
the help of a megaphone, Kamwesigye stations at the school gate to announce the availability of vacancies, and distribute flyers
indicating their ‘friendly’ school fees and terms of payments.
notes with fewer learners turning up so far, the school realized a need
for advertising but the school management does not have funds to run
commercial adverts thus turning to this method after realizing that for
the minutes of traffic their massage communicates instantly reaches
their potential parents than spending money to media companies.
//Cue in; “Because you want...
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Others have deployed teams to comb villages, moving
door-to-door, talking to parents and guardians about 'a friendly school
in the neighbourhood. Those in urban centres are using
outdoor commercial inflatable cartoon costumes and paintings as one of the means of attracting children’s
Makindye division, schools have deployed teams with megaphones stationed in trading centres to make announcements mainly made during the early
morning hours before the parents leave their homes to
go to work and later in the evening when the storm settles. In a dramatized style citing the
need for education, the megaphone operator mentions the name of the
schools accompanied by a message encouraging Parents to
register their learners.
//Cue in;’’Ffe masomero banange…
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Twesigyeomwe, the Director of Kyambogo children’s Home Nursery and Primary School says they
have realized that a cross-section of parents still fears returning their children to school due to lack of money. On the basis of this, she says, they have tailored messages promising different offers to parents.
instance, at Twesigyeomwe's school, they have promised to waive
school requirements for the ‘first 100 students to register.
//Cue in; “Ku children’s home…
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The headteacher of St Henry’s primary
school Masaka, says that parents with young children who had not yet
decided where to take their children are at times attracted by such a
setup. “For a nursery school, the way how the school looks are also an
advert enough to attract parents and the learners themselves,” she
In Mukono municipality, schools have printed out flyers which are distributed in churches,
markets and other busy places. many schools are printing the school’s
previous national examination results and best students on school
signposts as one of the ways to show their potential parents that they
have good ‘standards’ of teaching.
Giligooli, the Director for Aluto Junior School says they were left
with no options apart from community radios, Facebook
and sharing recorded adverts on WhatsApp platforms. He notes that
mainstream media and drives are expensive to afford currently.
Masengere, the Director of Happy Hours Junior School says financial
challenges brought up by the covid-19 outbreak forced him to shift from
big broadcasters to community radios which are cheaper. For instance, in
Mukono, several schools are advertising with Dunamis radio whose
spectrum covers about three districts of Mukono, Buikwe and parts of
//Cue in; “Our parents...
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several schools are going for a non-tradition way of advertising, there
are a few who are using mass media platforms. Rogers Akatwijuka,
Director of Rock High School, and Joab Tumwebarize Muhwezi, Director of
Kabale Trinity College in Kabale district say that they are using radio
as the main medium of advertising in form of putting announcements and
The duo however says
however much radio method of advertising is effective, they are
challenged by financial constraints due to the long time they had spent
As a result, they have
opted to negotiate with local radio proprietors to run their adverts
and announcements on credit. They further note that they are
supplementing radio announcements with Bulky SMS targeting them to
people in a given locality.