This autumn term, while many of the challenges of the pandemic remain, many schools have felt more confident in opening their doors for Open Evenings or arranging visits to welcome prospective families into their school. Even where physical events have still not been possible, schools are increasingly familiar with delivering virtual open days, creating relevant and exciting online experiences for parents and pupils.
No matter the route your prospective parents have taken to visit you, there is one VITAL thing to do next: follow up!
A simple email following up the day after your event is essential to nurture these ‘gold dust’ enquiries. Ideally, nurture their interest in your school through a series of communications over the rest of the term, and keep going up to application deadline day. Use your communications to link to further information on your website, new video content from your Head or a soundbite from a current parent singing your school’s praises.
Needless to say, if your autumn open event has not yet taken place, check that you are able to capture your visitors’ data: ask parents to fill in a slip and pop it in a box as they leave - a parent name and email address is all you need. Those signing up for a virtual open morning should also provide their email address.
These families have already shown significant interest in your school. Create a follow up process that keeps your school front of mind. Continue to offer them a great insight into what’s unique about your school and why it is the right choice for their children.
Emily Richards, Founder & Director, The Stickman Consultancy
If you would like to learn exactly how to market your school and impact pupil applications, ISBL have partnered with The Stickman Consultancy to offer ISBL members 20% discount on the Stickman online pupil recruitment marketing course for primary schools.
The ‘3 Step Framework to Building an Awesome Pupil Recruitment Marketing Plan’ is an accessible and practical online course that is made up of 12 bite-sized modules. It is aimed at marketing beginners and gives you the knowledge and confidence to put together a school marketing plan and then to put it into action.