Three options. Only one actually works for your business.
Kids coding runs on three audiences and the chains exploit all of them.
A kids coding school is four businesses pretending to be one: a school-after-school term class engine (the $200-$500 weekly Scratch for 5-to-8s, the $400-$900 8-week Roblox-Studio for 9-to-12s, the $800-$1500 14-week Python-and-Unity for teens), a school-holiday camp engine (the $300-$900 holiday intensive that has to sell out in the second-last week of term or run at a loss), a school-incursion lane that pays $2-5k per booking and lives or dies on outbound to school STEM coordinators between January and March, and a private 1:1 lane (the $80-$250 Python or AI-and-Machine-Learning tutoring for the 13-year-old who's smashed through the group syllabus and now needs personalised projects). Each one has a different buyer (the time-pressed parent of a 6-year-old, the holiday-mad parent of a 9-year-old, the school STEM coordinator with a budget, the ambitious parent of a 13-year-old building portfolio projects), a different price point and a different decision cycle. Code Camp, Code Club, Tynker, Wonder Workshop and the other national chains have full-time media buyers running all four. Independent schools run only the term classes and watch the other three slide to the chains.
Good kids coding marketing is three things, in this order: a website with one page per language plus age plus suburb ('Scratch coding classes [suburb] for 5-8 year olds', 'Roblox Studio classes [suburb] for 9-12 year olds', 'Python tutoring [suburb] for teens', 'Unity game development [suburb]', 'AI and Machine Learning for teens [suburb]', 'school holiday coding camp [suburb]', 'school STEM incursion [your city]') so you rank for every actual search, a paid calendar that lifts spend 4 weeks before term 1 and term 3 (the year-defining intakes), 2 weeks before every school-holiday camp, and runs a permanent always-on school-incursion outreach push to STEM coordinators in January and February, and a permanent kid-built-game content engine (a 9-year-old's Roblox obstacle course, a 12-year-old's Scratch platformer, a 14-year-old's Python-built chat bot, a teen's Unity FPS prototype, all with parental consent) that turns the curious parent into the term-one booking. The schools at 90 percent capacity are doing exactly this. The ones at 60 percent are still posting stock images of code on a screen.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Sets the plan around all four lanes and the school calendar: a term-1 and term-3 after-school push starting 4 weeks before each term, a school-holiday-camp push starting in the second-last week of every term, a January-and-February outbound campaign to school STEM coordinators for incursion bookings, and a permanent recruitment push for the private 1:1 Python and AI lane targeting parents of teens who've finished the group syllabus. Briefs the other agents so the language pages, the term ads, the showcase Reels and the school-incursion outreach all reinforce each other.
Imports your existing site so you stop paying Squarespace plus Jackrabbit plus a separate landing-page tool, and ships a page per language, per age band, per suburb. Adds a proper ICT-Educators-of-Australia, Australian Computer Society and Digital-Technologies-Hub aligned trust footer, a real timetable widget showing current term vacancies, a school-incursion page with curriculum-alignment framing and indicative pricing, and a 'book a free trial class' flow that lands in your existing booking system.
Goes after every language-and-age-and-suburb search that Code Camp and Code Club cannot defend: 'Scratch coding classes [suburb] for 6 year olds', 'Roblox Studio classes [suburb] for 10 year olds', 'Python tutoring [suburb] for teens', 'school holiday coding camp [suburb]', 'school STEM incursion [your city]', plus the long-tail Unity-Game-Development and AI-and-Machine-Learning specialty queries. Ships Course and EducationalOrganization schema, optimises the Google Business Profile, and earns review prompts after every term. Auto-applies the low-risk fixes.
Runs Meta and Google Ads timed to all four lanes at once: term-1 and term-3 after-school 4 weeks out, every school-holiday camp 2 weeks out, school-incursion outbound in January and February via LinkedIn-and-email targeting STEM coordinators, and a permanent always-on private-1:1 layer for parents of teens. Targets parents on Meta for term classes with a 5km radius, targets STEM coordinators on LinkedIn for incursions, retargets recent visitors with the next holiday camp.
Turns every kid-built game, every showcase, every Hour-of-Code participation, every school-incursion day into a post in your real accounts: a 9-year-old's Roblox obstacle course Reel, a Scratch platformer carousel from the term-1 showcase, a school-incursion-day behind-the-scenes from St Mark's last week, a Tynker-or-Wonder-Workshop achievement post. Builds the gate-conversation trust that turns the parent of your Scratch 7-year-old into the parent of the Python 11-year-old next year.
Drafts the guides parents and school STEM coordinators Google before they enrol or book: 'what age should my child start coding', 'Scratch vs Roblox vs Python: which is right for my 9-year-old', 'school STEM incursion ideas for primary years', 'best school-holiday coding camps in [your city] for kids 8-12'. Two drafts a month, in your voice, that catch the parent or coordinator weeks before they enrol or book.
Your first 30 days.
- Language-and-age-and-suburb pages indexed for Scratch, Roblox, Python and Unity across the two suburbs you most want to grow in
- Annual plan split across term cycles, school-holiday camps, January-and-February school-incursion outbound, and the always-on private-1:1 lane delivered by Sam
- Google Business Profile rebuilt as 'Coding school' with the full 18-service list and ICT-Educators-of-Australia membership visible
- School-incursion page live with curriculum-alignment framing, indicative pricing, case-study photos and the STEM-coordinator enquiry flow
- School-holiday-camp landing pages shipped for the next two break windows with 'spaces remaining' counters wired
- Term-based recurring enrolment running across Scratch 5-8, Roblox 9-12, Python 11-14, Unity 13-17 and AI-and-ML 14-17 cohorts
- Showcase Reel cadence running twice a week from your kid-built-game footage with parental consent
- January-and-February outbound to school STEM coordinators within 20km started with the curriculum-alignment deck
- 'What age should my child start coding' and 'Scratch vs Roblox vs Python' parent guides drafted for approval
Kids coding schools don't fail at the teaching; they fail at running four parallel marketing tracks. The term-one Scratch class fills three weeks late, the holiday Roblox camp launches the day enrolments were meant to open, the school STEM coordinator rings Code Camp because nobody from the local school responded, and the parent of the 13-year-old Python wunderkind has no idea you offer 1:1 tutoring. The work is the language-and-age page library, the four-lane ad calendar, the kid-built-game showcase Reels, the January school-incursion outbound, and the private 1:1 lane that recruits the parent of next year's Year 8 cohort.
Agencies are too dear to actually run all of this for $3.5k a month. Tools are cheap but the showcase Reel you mean to post on Saturday is still on your phone the following Friday. In-House is the third option: for $299 a month the agents ship the language pages, run the term and holiday-camp ads, post the kid-built games, chase the school-incursion enquiries, and draft the parent guides. You stay in the driver's seat, two taps to approve, minutes a day between classes. Fill the term, sell out the camp, book the incursion.