There’s a myth in school marketing that the secret to more enrolments is ‘doing more marketing’.
Enormous amounts of time, energy and money on activities that reach audiences who may or may not ever even consider an independent school education for their child!
But the truth is, most schools aren’t missing out because they’re not doing enough marketing. They’re missing out because they’re ignoring their warmest audiences – people who have expressed an interest in their school in some way – whether that’s clicked an ad or even made an enquiry!
It’s like trying to convince a stranger to go on a date while ignoring the person who already said they’d love to.
So here’s what to do to fix this.
1. Show the love to enquiring families
Sounds obvious. But you’d be amazed how many schools don’t nurture these red hot opportunities!
2. Retarget your recent website visitors
These parents have explored your school in their own time. They’ve shown intent. Retarget them with simple ads:
- “See our school in action”
- “Meet our Head”
- “Book your visit”
Small nudges. Big impact.
3. Reconnect with email engagers
Prospective parents who open your newsletters or click your updates are warm and waiting. Send them a personal follow-up or an invitation to visit.
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.