How to Make Your Admissions Journey Stand Out - Part 2
Part 1 of this series outlined how to attract students and engage them using an effective digital marketing strategy. After this section of the admissions journey is complete, you need to create an exceptional open event experience - whether they are virtual or on site - to secure enrolments.
Going Virtual
Schools have been drastically affected by the year 2020 and admissions leaders have upskilled their digital capabilities. Despite being around for many years, virtual tours are having their 15 minutes of fame.
Within the independent education sector - especially in boarding schools - prospective families may not live close to the school, so creating a first class virtual tour is essential as part of the admissions journey. This is the time to impress prospective families by showing how innovative and forward thinking the school is; traits that parents dream of for their children.
We recommend creating a bespoke microsite for this, with interactive ‘rooms’ families can travel in between. This combined with a mixture of live and pre-recorded video content will simulate as closely as possible the real open day experience.
On Site Open Days
Where possible, it’s great to still be able to offer on site open days, as long as restrictions are followed. Open Days are your opportunity to reinforce all of your marketing storytelling with real life activity. If your marketing claims you are innovative, show them all the new developments and technology you use around the school. If you claim to be instil a sense of adventure… show exhibitions of all the trips and exciting extra-curricular activities you offer.
When it comes to choosing a school, it often comes down to which school students and parents feel most of an emotional connection to. Personalisation is key. Can your tour guides find out their specific interest and then personalise their tour accordingly? Increasing tangible take homes and follow ups can also increase this emotional affinity. Can you take a photo of them with a branded frame and send them home with it as a keepsake? Will you write a follow up email to the student detailing how much you enjoyed meeting them and hope to see them in September? Small touches like this can go a long way, and will set your school apart from the numerous other Open Days prospective families will be attending.
Above and Beyond
The opportunities for innovation around the admissions process are never ending. For example, imagine you are a prospective student watching a virtual tour online. Now imagine you are a prospective student receiving a branded cardboard headset in the post which you can slot your smartphone into and be transported to the heart of the school via a virtual reality experience. It is clear which one would be the likely top choice in this instance.
At Interactive Schools it is our ethos to think differently. If you need any help refining your admissions process, or creating an experience-led marketing narrative, please do not hesitate to drop us an email. We’re up for the challenge, are you?