3 Critical actions you cannot afford to miss this January.
January is not a gentle warm-up. It is one of the most critical moments in your admissions calendar.
Families return from the holiday break with intent, shortlists and questions they want answered quickly. If your school is not ready, you do not get a second chance to make a first impression.
Below are some critical actions you should take if you want to start the year with a bang:
- Get ruthless with your admissions information.
You must assume that every family arriving on your website is time-poor and comparison-driven. Open event dates, assessment days and tours should be impossible to miss and immediately reassuring. Forms, automated responses and follow-up processes must feel smooth, human and reassuring. Don’t offer any friction at this point, as this may risk losing families who were otherwise ready to engage. - Pressure-test your homepage messaging.
This is not the time for polite, vague statements on your website about values or community. Your homepage needs to say, quickly and clearly, what makes your school distinctive right now. Ask yourself whether the headline still earns attention and whether the imagery genuinely reflects the lived experience of pupils. If it feels safe, it would probably benefit from more ambition. - Monitor your admissions data…closely!
Weekly meetings to monitor EVA (Enquiries, Visits, Applications) are imperative to ensure you’re all over your warmest opportunities and not letting any slip through the net. This is when Marketing and Admissions, more than ever, need to become ONE!
January is not about doing more. It is about doing the right things with intent. Get these fundamentals right, and you start the year with clarity, confidence and momentum rather than noise.
If you would like support in sharpening your messaging or aligning your strategy for the term ahead, we would be delighted to help. Get in touch using the link below.
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