School visits are one of the most powerful parts of the admissions journey. But here’s the problem: parents forget around 80% of what they see and hear during their visit.
That means even the best tours can fade into the background, unless you help them stand out.
The secret? Anchor a moment.
Using a concept known as the “peak-end rule,” plan two standout moments during the visit to ensure that the family is wowed at both the midpoint and the end, leaving them with a positive final impression of the School.
There are numerous ways to create these “peak” experiences, and your approach will depend on the priorities and interests of the prospective family.
The more personalised the peak, the more effective it will be in generating the feelings that lead a family to choose your school. Here are some ideas:
- For a rugby-loving family, consider having the head rugby coach unexpectedly join the tour to speak with the family and show interest in their child.
- For a family visiting with a child who has a passion for performing arts, take them up onto the stage with the spotlights on, so they can visualise themselves performing in the next school production.
- To create an impactful “peak-end,” you might conclude the visit with a hot chocolate by the fire in the Head’s office, or even arrange a personal meeting with the popular school pet.
Parents may not remember every corridor or classroom, but they’ll remember how your school made them feel. That emotional connection drives decisions, not prospectuses or price lists.
So next time you host a visit, don’t just give a tour. Create a memory. Anchor a moment.
Get in touch to discuss more ways you can improve your school’s marketing & admissions.