An open day is a school’s equivalent of a first date. It’s where parents and pupils decide if there’s a spark – and, just like in dating, numbers matter. More visitors mean more opportunities to show off what makes your school special, and more chances to turn curiosity into committed admissions.
One school we worked with faced a particularly thorny problem. Despite being in a wealthy catchment area, empty places were a constant headache. They had plenty to shout about but no clear voice; their marketing messages had become muddled, and competition from both state and independent schools was fierce. Add in a reactive approach and limited time, and open days were attracting just 30 attendees, hardly a crowd.
That’s when Stickman stepped in. We developed sharp, distinctive key messages based on the school’s real USPs. We optimised their marketing mix and transformed the open day experience: branded maps, clear signage, engaged pupils as ambassadors, warm hospitality and even thoughtful giveaways. Most importantly, we captured parent data and followed up with well-timed communications.
The result? Attendance at Open Days shot up from 30 to 200. 17 extra pupils joined, adding a cool £680,000 in annual fees. Staff, pupils and even the Chair of Governors embraced the school’s new identity with pride.
Open days aren’t just about filling seats in the hall, they’re about filling places in your school. With the right strategy, those first impressions can turn into lasting enrolments, and maybe even a few delighted Governors too.
Need some help with creating your Marketing Strategy? Get in touch for a chat.