Do you read physical books, or are you a Kindle person? I’ve always been one of those old-school readers who prefers to feel the pages in my hands, dog-ear my favorite parts, and see my progress as the bookmark creeps toward the end. But I have plenty of friends who swear by e-readers—they love the convenience of carrying an entire library in their pocket.

While there’s no “right” way to read, the thing that keeps us all hooked is the same: a great story. A good story draws you in, no matter the format.

And the same is true for school viewbooks. Some might argue that print materials are outdated, but for many families—especially those of us “elder millennials”—there’s something powerful about holding a physical piece that tells a story about the people and experiences that make a school special. For others, having a digital viewbook they can explore on their phone or tablet might feel more practical and accessible.

Either way, the format isn’t what matters most. What counts is the story your viewbook is telling.

When crafted thoughtfully, a viewbook isn’t just a marketing tool—it’s an invitation into the world of your school, a chance to make prospective families feel seen and inspired. It’s a piece that sparks curiosity, builds trust, and helps parents and students picture themselves as part of your community.

Today, we’re going to take a fresh look at viewbooks. Whether you’re considering a refresh of your existing viewbook or revamping your entire viewbook strategy, this is your chance to reVIEW your viewbook’s story. From putting your students and families at the heart of the narrative to creating content that feels dynamic and alive, we’ll explore how to make your next viewbook your most compelling yet.

10 Private School Viewbook Best Practices

Your private school’s viewbook is more than a marketing piece; it’s an invitation to step into your community’s story. A well-done viewbook has the power to connect with prospective families, showcase your school’s value, and inspire them to see their future with you. But creating a great viewbook requires more than glossy photos and polished fonts—it requires authenticity, a clear point of view, and an audience-first approach.

Whether your current viewbook needs a refresh or you’re starting from scratch, here are 10 best practices to help you craft a truly unforgettable viewbook that captures hearts and sets your school apart.

1. Make Students and Families the Heroes of Your Story

The very essence of your viewbook should celebrate your students and families. They are your school’s story in action, so make them the center of attention. Ask yourself, Who are the heroes in our narrative? Instead of leading with institutional awards or facilities, lead with the people who bring your campus to life.

For inspiration, look at The Berkeley School’s award-winning viewbook.

The winner of a 2024 InspirED Brilliance Award, judges praised the viewbook for placing prospective students at the heart of the story.

The narrative wasn’t just about the school—it was about what the school can mean to a young person’s life. Take this approach in your own viewbook by featuring personal anecdotes from current students and families or highlighting achievements and moments to which families can relate, like a student’s first science fair, drama performance, or varsity game win.

School Story Prompt:

• How can you use student voices, family successes, or even alumni stories to showcase the transformation your school inspires?

2. Have a Specific Point of View

Your school’s viewbook is your chance to showcase what makes your community unique. Don’t try to appeal to everyone—have a perspective and share it boldly. What philosophies guide your school? What do you believe education should accomplish? What does success look like for your students?

Madeira School’s digital viewbook does this exceptionally well.

Here, Madeira leans into their commitment to women’s leadership. Their story is not just about academics, but about building young women into future leaders. This clear focus creates a strong emotional connection and makes their offering stand out.

School Story Prompt:

• Describe your school’s point of view in one sentence. Does your viewbook reflect it?

3. Differentiate Yourself

What sets your school apart? Every private school has unique strengths, and your viewbook is the ideal place to define yours. Are you a powerhouse in STEM education? Do you offer a nurturing environment for students who thrive in intimate settings? Do you excel in arts, athletics, or outdoor learning? Whatever makes your school extraordinary, lean into it.

Saint Andrews School, for instance, does a stellar job weaving its character-focused approach throughout its viewbook.

The design, stories, and featured programs reflect the school’s commitment to instilling integrity and leadership in its students. Similarly, think about what makes your school irreplaceable. Highlight the value you bring where other schools may only scratch the surface.

School Story Prompt:

• What makes your school “the only choice” for your dream families? How does your viewbook express that?

4. Help Prospects Picture Themselves as Part of Your School

A great story can evoke a sense of belonging, and your viewbook should do just that. Use clear, relatable language and vivid imagery to help families see themselves in your school community. Show kids in action—studying with friends, participating in a lively classroom discussion, celebrating a last-minute goal on the soccer field, or putting on an arts showcase.

For example, notice how The Quaker School at Horsham’s High School uses testimonials and showcases specific programs and outcomes to show what being part of their community feels like. Their approach effectively helps prospective families imagine a day in the life of a TQS student.

School Story Prompt:

• Do your viewbook photos and copy reflect the authentic, everyday experience of life at your school?

5. Use Real Stories and Specific Examples

Authenticity is everything. Parents want to feel a genuine connection, not read marketing fluff. Include specifics wherever possible—whether it’s a story of a student who found their passion in robotics or a faculty member who sparked a lifelong love of literature. Testimonials from parents and alumni also work wonders.

The Berkeley School includes quotes from prospective students and families woven alongside photos and stories, which brings emotion and authenticity to their viewbook. This not only builds trust, but also makes the content more relatable and memorable.

School Story Prompt:

• How can you feature the human side of your school through real-life examples?

6. Demonstrate Outcomes and Return on Investment

For private school families, education is both a passion and an investment. Your viewbook should provide assurance that their time, investment, and commitment will yield tangible results. Share data, student outcomes, and real-world success stories. College matriculation rates, awards, alumni career accomplishments, or the stories of students overcoming odds are all worth highlighting.

Be specific. For example, instead of saying, “Our students go to great colleges,” tell the story of an alum who credited your school with their success at a specific college or in a specific field.

School Story Prompt:

• Is it clear in your viewbook that your school delivers measurable outcomes?

7. Repurpose Your Content Across Formats

Your viewbook can—and should—exist in multiple formats. Besides print, consider digital layouts, video walkthroughs, and even snippets for social media campaigns. Madeira School’s interactive viewbook takes full advantage of digital storytelling tools, making its content dynamic and engaging for modern-day readers.

By creating content you can repurpose, you ensure your message reaches a broader audience while reinforcing your key themes across platforms. A great quote from a parent could become a testimonial on Instagram, while a student spotlight story could be adapted as a blog post.

School Story Prompt:

• How can your viewbook’s content live beyond the page?

8. Be Creative With Your Viewbook Theme

Break free from the traditional “academics, arts, athletics” structure. Think about your audience’s emotional connection. Could your viewbook take readers on a metaphorical “journey” through your campus? Or maybe it could be inspired by something that embodies your values, like growth, curiosity, or courage.

Saint Andrews School’s viewbook design offers a thoughtful, story-driven approach that strays from the standard structure. This keeps their audience engaged while still providing all the critical information.

School Story Prompt:

• Is there a theme or story structure that naturally aligns with your school’s mission?

9. Use Vibrant Imagery and Design

Your viewbook should look as good as it reads. Invest in high-quality photography that captures the warmth, energy, and authenticity of your school. Use design elements that support your school’s brand, clean layouts, and up-to-date imagery.

Berkeley Prep’s viewbook combines stunning photography with modern graphics that make the content pop without overwhelming the reader. The design serves the story, not the other way around, resulting in a viewbook that is both beautiful and impactful.

School Story Prompt:

• Does your viewbook’s design reflect the energy, quality, and values of your school?

10. Entice Readers to Learn More

A viewbook should inspire curiosity, not overwhelm readers with details. Think of it as the start of the conversation. Include calls to action that encourage families to take the next step, whether that’s visiting your website, scheduling a tour, or contacting your admissions office.

Saint Andrews School’s viewbook strikes a perfect balance here. It provides enough information to spark interest while leaving room for follow-up interactions.

School Story Prompt:

• Does your viewbook provide clear steps for families to engage further with your school?

Finally: Pause and Reflect

Before you even begin creating, pause and ask yourself, Who are we, and what do we want families to feel when they finish reading?

Your viewbook is not just a piece of marketing—it’s a reflection of your school’s spirit, values, and purpose. Be authentic in your storytelling. Keep your audience at the heart of it all, and don’t shy away from showing what makes your school extraordinary.

Whether you’re creating a digital masterpiece or a classic print showcase, the opportunity to tell your school’s story is worth investing in. Your community deserves to be seen through the best lens—one that’s intentional, inspired, and unforgettable.

Now is the perfect time to reVIEW your school’s approach.

What story do you want to tell this year? How can your viewbook reflect the unique qualities that make your school a place where students thrive? It’s never just about the format—it’s about creating a narrative that resonates long after the last page is turned or the final click is made.

Need support transforming your school’s story into a captivating viewbook? Let’s chat!