Back to School Marketing Tips for Therapists
September and October are big referral times for therapists who see kids, teens, young adults, families, and college/graduate students. Why? Heading back to school after a summer vacation has the potential to bepretty stressful for most students, and the long-term effects of the pandemic on the mental wellbeing of students only exacerbates this stress.
Additionally, parents, teachers, and administrators usually become aware of their students’ mental health struggles in late October when the first report cards of the year come out. The fall season is the perfect time to get into your community and network with school counselors, teachers, librarians, college counseling centers, school psychologists, principals, coaches, and academic support services in order to better support struggling students. Here are a few ideas to get you started:
Schedule meetings with school counselors
Therapists who work with kids, teens, and college students often overlook the important role of school counselors. New therapists often assume that they know the best plan for their clients’ success at school, calling school counselors and leaving long voicemails telling the school counselors ‘what to do’ regarding their clients. This approach, while well-intentioned, is actually ill-advised. One of the most important things you can do is create a collaborative relationship with school counselors in your community, and regard them as colleagues rather than subordinates.
What steps to take:
Try to secure a release for your clients’ school counselors so you can share information and work collaboratively
Set up a time to seek out the school counselor’s clinical impressions of your client
These professionals see your client in an environment you might not, and showing up with gratitude for their opinions and observations is beneficial to everyone involved
Don’t assume that you know best! Walking into a 504 plan meeting and giving orders is not your role, however strongly you may feel. Removing ego in these exchanges is essential
Recognize that some public school counselors are not allowed to refer to private practice therapists due to school policy
Mastering your script:
“My name is _______. I have a psychotherapy office close to your school and I often have your students in my practice, but parents are hesitant to sign a release for me to speak directly with the school. I’d love to find a time to come by, introduce myself, and get copies of your school release forms to keep in my office. That way, when I have a concern about one of your students I’ll be able to let parents know that you and I know each other and work together to form circles of support around the kids we work with. What time would work for you?”
Meet with college counseling centers
Do you have a local college or university near your office? Use the same script listed above to secure a meeting with the college counseling center. When you are meeting with the counselor, consider offering a free training or workshop for the counseling center staff and discuss ways that you can work together to serve college students in your local community. You could also consider offering to do a group therapy program on campus for students struggling with the transition back to school.
Offer free parenting workshops at local schools
Consider meeting with the principal of local elementary, middle or high schools and offering to do free parenting workshops on campus. Parenting workshops are a great way to give back to your community, get to know school administrators, and speak directly to potential clients. Here is a list of potential topics:
How to talk about drugs and alcohol with your teen
Identifying mental health struggles in middle schoolers
How to hold boundaries around screen time with your child
How to promote confidence and resilience in your teen
This article was written by Kelley Stevens, LMFT. Kelley is a private practice business coach for therapists. Kelley specializes in helping therapists launch a cash-pay private practice from the ground up.
Frequently Asked Questions
Why is the back-to-school season important for therapist marketing?
September and October often bring increased demand for therapy among children, teens, college students, and families. Academic pressure, schedule changes, social stress, and early report cards can make emotional or behavioral concerns more visible.
When should therapists begin back to school marketing?
Therapists should begin outreach in late summer or early September. Starting early gives school counselors, college staff, parents, and community organizations time to learn about your services before referral needs increase.
How can therapists market to schools?
Therapists can introduce themselves to school counselors, psychologists, principals, teachers, parent organizations, and student support teams. Focus on building genuine relationships and offering useful resources rather than immediately asking for referrals.
Who should child and teen therapists network with?
Useful referral partners include school counselors, school psychologists, pediatricians, librarians, coaches, tutors, special education professionals, academic support providers, college counseling centers, and family attorneys.
How should a therapist introduce themselves to a school counselor?
Keep the message collaborative. Explain who you serve, where your practice is located, and your interest in supporting students alongside school professionals. Ask for a brief meeting rather than sending a long explanation of what the school should do.
Can school counselors refer students to private therapists?
Sometimes. Referral policies vary by school district and institution. Some counselors may share a general resource list rather than recommending a specific therapist, so therapists should ask about the school’s current policy.
Do therapists need a release of information to speak with a school counselor?
Generally, therapists should obtain appropriate written authorization before sharing protected client information with a school. The release should clearly identify what information may be discussed, with whom, and for what purpose.
How can therapists collaborate with school counselors ethically?
Approach school counselors as professional partners. Seek their observations, respect school policies, protect confidentiality, and avoid assuming the therapist’s perspective is the only valid one.
What should therapists avoid when working with schools?
Avoid giving orders, sharing information without proper authorization, dismissing school staff observations, or treating networking conversations like sales pitches. Collaboration breaks down quickly when ego walks into the meeting first.
Can therapists attend 504 plan or school support meetings?
Therapists may participate when the family requests it, the school permits it, and appropriate consent is in place. The therapist’s role is usually to contribute relevant clinical information, not control the educational plan.
How can therapists connect with college counseling centers?
Contact the counseling center, introduce your specialty and availability, and request a short meeting. You can also offer staff training, student workshops, group programs, or referral support for students who need ongoing community care.
What workshops can therapists offer to schools?
Useful topics include teen anxiety, school refusal, screen time boundaries, emotional regulation, resilience, substance use conversations, transition stress, perfectionism, and recognizing mental health concerns in students.
Should therapists offer free parenting workshops?
Free workshops can build trust, support the community, and introduce parents to the therapist’s expertise. The topic should address a clear need and provide useful education without turning the presentation into a commercial.
How do parenting workshops help therapists attract clients?
Workshops allow parents and school staff to experience the therapist’s communication style and knowledge before making a referral. This can build credibility and make future outreach feel more natural.
How can therapists market to parents of school age children?
Therapists can publish helpful articles, share educational social media content, speak at schools, connect with pediatricians, optimize local search listings, and create service pages addressing common school-related concerns.
What back to school topics should therapists write about?
Strong topics include school anxiety, bullying, academic pressure, friendship problems, attention difficulties, college adjustment, test anxiety, morning routines, school refusal, and helping children transition after summer.
How can therapists market to college students?
Create content about homesickness, academic pressure, relationships, identity, anxiety, depression, and adjusting to independence. Build relationships with counseling centers, student organizations, faculty, and academic support programs.
How can therapists make their practice easier for students to access?
Offer clear online scheduling, telehealth when legally appropriate, evening availability when sustainable, transparent fees, simple intake forms, and detailed information about the concerns you treat.
Should therapists mention schools or colleges on their websites?
Therapists can mention the communities and student populations they serve, but they should not imply an official relationship with a school unless one exists. Geographic language should remain accurate and professional.
How can therapists get more child and teen referrals?
Build relationships with schools, pediatricians, other therapists, parent groups, tutors, and community organizations. Make your niche clear and respond promptly when referral partners contact you.
What should therapists include in school outreach materials?
Include your name, credentials, specialties, age groups served, location, telehealth availability, fees or insurance information, contact details, and the best way to make a referral.
How often should therapists follow up with school contacts?
Follow up after the first meeting, then stay connected periodically through useful resources, workshops, updates, or brief check ins. Constant referral requests will make your emails about as welcome as surprise homework.
Is back to school marketing only for child therapists?
No. Therapists who work with parents, teachers, college students, young adults, couples, and families may also see increased demand during the school year.
What is the biggest mistake therapists make when networking with schools?
The biggest mistake is approaching school professionals only as referral sources. Strong partnerships begin with curiosity, respect, and a shared goal of supporting students.
