National Offer Day – 3rd March 2025: A key pupil recruitment opportunity for independent senior schools – here’s what to do in 3 steps.
Yesterday, families across the UK who had applied for Year 7 through the state school system received their child’s secondary school allocation. While this will be a time of relief and excitement for many, others may feel disappointed or uncertain about their child’s educational future.
Why you should act now
For independent schools, this is a key moment to reach families who are now actively considering alternatives—many of whom may have never explored independent education before. Often, parents begin researching alternative options immediately.
Some may have preconceived notions that independent schools are out of reach financially or that registration has already closed. However, as we know, many independent schools still have places available for September 2025, and some offer pathways to make education more accessible, such as scholarships, bursaries, and flexible payment options.
So tell them this.
3 easy steps to reach these families effectively
- Messaging – this should specifically emphasise late registration options for Year 7 entry and bursaries, if available. e.g. ‘“Missed out on your first-choice school? Discover a world of opportunity at [School Name] – where every child thrives.” Other points to highlight are the smaller class sizes, personalised learning, outstanding facilities, and enrichment opportunities that make independent education a compelling alternative.
- Engage in local parent networks & community forums – many parents turn to online forums and Facebook groups to discuss school allocations. Schools should take a supportive role, offering advice and reassurance rather than direct promotion.
- Digital marketing & social media—Use Facebook, Instagram, and Google Ads campaigns to reach parents who are actively researching alternative schools in relevant geographic areas. These can be organic (ie non-paid) posts, or paid posts to achieve more specific targeting if you have budget available.
Positioning your school as an open & accessible option
At this moment, families are making important decisions about their child’s future. By communicating accessibility, opportunities, and support, independent schools can open doors for families who may never have considered this route before.
Let’s ensure families know what’s possible.