What School Marketers Can Learn from Disneyland!
And why the future of enrollment is about designing emotional journeys, not just campaigns.
Yes, you’ve probably heard the “Disneyland” metaphor before. But this isn’t another piece about marketing—it’s about emotional architecture.
While others have drawn parallels between schools and theme parks, this article takes a different perspective. It’s not about mascots, merchandise, or messaging. It’s about designing feelings. From anticipation to nostalgia, we’re talking about intentionally crafting the emotional arc families experience with your school—from first click to lifelong connection.
Hitting the real talk early: Your school has more in common with Disneyland than a university.
Odd right? Until you realize you’re both in the business of designing experiences that are immersive, memorable, and emotionally sticky.
Disneyland doesn’t just sell rides.
They sell anticipation. Surprise. Belonging. Nostalgia.
And they build that entire emotional arc on purpose.
So why are so many schools still selling bullet points?
01 / Experience Is the Strategy
The best theme parks don’t advertise “We have a rollercoaster.”
They advertise the feeling of standing in line, heart racing, music swelling, knowing you’re about to drop. It’s all intentional.
Schools? Same deal.
Nobody chooses a school because of a mission statement. They choose because of how your school makes them feel. Is this a place where I’ll be safe? Seen? Challenged? Proud?
If you’re not designing for that, you’re leaving trust on the table.
02 / Map the Emotional Arc (Not Just the Funnel)
Disneyland obsesses over journey design… not in a marketing funnel kind of way, but in a “moment-by-moment” emotional choreography.
Anticipation → Entry → Wonder → Joy → Reflection → Nostalgia
What if schools mapped the emotional timeline of a family’s enrollment experience the same way?
What does anticipation look like before a family visits your site?
What sparks wonder on a tour?
Where’s the joyful “this is the place” moment?
How are you building nostalgia into the school’s identity, even in Year 1?
Stop thinking in terms of open days and hashtags. Start thinking in emotional beats.
03 / Design Emotional Landmarks
As it so has it, in “theme park” design, there’s a term: “emotional landmarks.” These are points in the park that aren’t just visually impressive—they create a feeling so powerful, it becomes part of your memory.
Schools need those too.
A welcome that surprises.
A ritual that anchors.
A tradition that outlives the staff who started it.
These are the brand assets that no competitor can copy.
04 / Story Isn’t a Marketing Tool. It Is the Experience.
Disneyland doesn’t just “tell stories” - it is a story. Every sound, sign, and smell plays a role. That sweet cotton candy and popcorn smell, am I right?
Now ask yourself: is your school telling one story across every touchpoint, or are families living in a disconnected mix of admissions language, teacher tone, and social media noise?
Unify it.
Not with a slogan, but with a sensory consistency. A feeling you could identify with your eyes closed.
05 / The End Should Feel Like a Beginning
The best theme parks, and let’s be honest DISNEYLAND IS ONE OF THE VERY MOST MAGICAL BEST, leaves you with one thought:
“I want to come back.”
Schools should aim higher: “I want to be part of this forever.”
That’s how you build emotional loyalty. The kind that turns parents into advocates and alumni into forever champions.
Now here is the clincher!!!!
Theme parks don’t just design for attention.
They design for affection.
And in a world where families are overwhelmed by choices, affection is the edge.
So, take this, map the journey. Design the emotion. Build the brand experience that families feel long after they’ve left the campus.
Because trust?
It’s felt.