Emily was recently invited onto John Murphie (ex-ISBA) and Elise Tonnard’s new podcast – ‘The Education Periscope‘ as their very first guest.
(full episode available here).
In Emily’s conversation with Education Periscope, she highlights a stage in the admissions journey that is often overlooked, but incredibly important: what happens immediately after an enquiry is made.
At this point, a prospective family has taken a meaningful step towards your school.
But it is important to remember that they are also the least committed they will ever be. Their interest is still tentative, they may be looking at several schools and they can easily drift away if the experience becomes difficult or slow.
In other words, these hard-won enquiries are surprisingly fragile.
This is where small barriers can make a big difference. A delayed response, a complicated booking process, an unanswered question or a lack of clear next steps can all quietly push families away.
When parents are exploring multiple options, even minor friction can make it easier for them to move on to the next school on their list.
The goal, therefore, is to make the early stages of the journey as smooth and welcoming as possible.
Quick, thoughtful responses.
Simple ways to book visits.
Clear guidance on what happens next.
These are the moments where confidence and momentum are built. Because generating enquiries is only half the story.
The real opportunity lies in nurturing them carefully from that very first interaction, ensuring that the curiosity which prompted the enquiry has every chance to grow into genuine interest in your school.
Get in touch to discuss more ways you can improve your school’s marketing & admissions.