Let’s be blunt. If your last Open Event felt underwhelming, it probably wasn’t because of fees, competition or “the market”. It was far more likely because hardly anyone knew it was happening. Schools regularly invest months of effort into preparing Open Events, then promote them with all the conviction of a polite noticeboard flyer. One post. One email. Job done. When turnout disappoints, surprise somehow follows. It shouldn’t.
One announcement isn’t a strategy. It’s a whisper in a world of noise.
Modern parents are busy, distracted and bombarded. They are scrolling, skimming and half-reading between meetings, school runs and WhatsApp messages. If you say something once, chances are they won’t even notice it, let alone remember it.
Repetition isn’t annoying. Repetition is how brands are built.
This is where schools often fall into the trap of confusing communication with promotion. Announcing an Open Event is not the same as marketing it. Marketing is about creating a drumbeat that is impossible to ignore.
That drumbeat should be everywhere your prospective families already are. Social posts that reinforce the message. Emails that explain the value, not just the date. SMS reminders that land at exactly the right moment. Reels that show what makes your school feel different, not just what it looks like. Website banners that quietly but confidently say, “This matters.” Phone calls where appropriate.
It’s not about shouting louder. It’s about being consistently present.
This is basic brand building. He’d also probably ask why so many schools expect miracles from a single post while global brands spend millions repeating the same message for years. He’d be right.
Familiarity breeds trust. Trust drives action. Action fills Open Events.
STICKMAN TIP:
Say the same thing seven different ways across one week. Change the format, not the message. Watch recognition grow.
STICKMAN TIP:
Don’t just promote the event. Promote the outcome. Families aren’t attending an Open Event for the biscuits. They’re attending to answer a life-changing question about their child’s future.
STICKMAN TIP:
Use Reels to show real moments. A corridor between lessons. A teacher greeting pupils by name. These details do more heavy lifting than another stock phrase about “excellence”.
The good news is this isn’t complicated. It just requires discipline, confidence, and a willingness to repeat yourself without apologising.
Because the schools with busy Open Events aren’t luckier. They’re louder, smarter and far more consistent.
Get in touch to discuss more ways you can improve your school’s marketing & admissions.