There’s a myth in school marketing that the secret to more enquiries is simply “reaching more people”.
More impressions.
More cold audiences.
More brand new eyeballs.
But here’s the real issue.
Most schools aren’t losing conversions because they’re targeting the wrong people. They’re losing conversions because they’re ignoring the right ones.
Your warm audiences are your most valuable asset.
These are the parents who’ve clicked your ads, visited your website, watched your videos, downloaded your prospectus or attended an open day.
They already know you. They’re already curious. They’re already halfway to yes.
However, instead of nurturing that interest, many schools allocate their budgets to cold outreach.
It’s like trying to convince a stranger to go on a date while ignoring the person who already said they’d love to.
Let’s fix that.
1. Retarget your recent website visitors
These parents have explored your school in their own time. They’ve shown intent.
Retarget them with simple messages:
- “See our school in action”
- “Meet our Head”
- “Book your visit”
Small nudges. Big impact.
2. Reconnect with email engagers
Parents who open your newsletters or click your updates are warm and waiting. Send them a personal-feeling follow-up or a clear Call To Action like booking a tour.
3. Don’t forget your current families
Happy families create happy referrals. They’re already sold on your values. Retarget them with community updates, reminders about upcoming events and shareable content they can pass on.
4. Keep the message simple
Warm audiences don’t need convincing. They need guiding.
Show them the next step and make it effortless.
When you stop chasing cold strangers and start nurturing the curious, conversions rise quickly.
Warmth works.
Get in touch to discuss more ways you can improve your school’s marketing & admissions.