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How to Increase Admissions in School -Marketing Tips-Tips for School Heads

How to Increase Admission in School /Marketing Tips for School Administrations

Rajeev Ranjan

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Admission Campaign- How to Increase Admission in School-Tips and Strategies

admission in school education rajeev ranjan

Have you ever thought about the reasons why some private schools experience enrollment growth and why others decline?

 If you were developing a theory of school growth, what would you propose as the most important factors that influence enrollment growth?

Based on my experiences in working with private, Christian and independent schools throughout the country, I believe that there are multiple factors that contribute to enrollment growth and decline at a school. Let me highlight some of these factors for you.

Research: – The responses by each student after one day were almost exactly the same as their responses after weeks and after several more months.

First impression count then, for students, teachers, pupils, for visitors – and are absolutely critical for parents.

First in the school does matter:-.

  1.  First knowledge
  2.  First Visit

Importance of first knowledge about school in admission campaign

Every school plans ahead for establishing school as brand on local, state and country level. School management conducts so many intensive surveys to know the pulse of people. Generally school adopts various means and methods to promote the school i.e. (1) developing responsive school website (2) advertisement through print material (3) television and online advertisement (4) school prospectus (5) school magazine. Prospective parent explores all possible available sources to find out good school before choosing right school for getting his son/daughter enrolled. Generally parent shows faith on the words of friends and neighbors, who may themselves be parents of existing students in the school.

School management hires different ad agencies for increasing admission in the school. They plan properly to establish school. Advertisement helps them to reach maximum number of unknown parents as well as existing parents feel connected with school.  An established school has different characteristics features.  Reputation of school speaks a lot however “how the reputation was achieved is often mysterious. Parent plays pivotal role in increasing school reputation as well as increasing students’ enrollment each year.

How to improve the reputation? What are your ideas?

Existing parents are valuable assets of school. School reputation purely depends on holistic development of students. Parent is the best advertising agent of a school. School management should talk to parents about what is happening in the school— what you are genuinely proud of —————-will help dealing with present parents, more than future parents. School management should avoid being negative about other school- and should convince parents fairly.

More footfalls more admissions/enrollment in the school: Do you think so?

There is an old saying “first impression is the last impression”. It is an effective term when we consider for advertising a school. Everyone deserves proper respect. Parents visit your school campus with high hope. If she decides to enroll his wards in your school, It means, s/he hands over his ward for almost 12 years in your school for formal education. S/he should feel a positive aura in his/her first visit at your school. Parent first visit in school campus should be impressive. School admission committee offers a helping hand to the parents who are visiting school campus for admission inquiry. The first visit to school campus starts long before the front door. School supportive staffs help the parent to assess the school ground/parking area for parking their vehicle. The reception door should be leveled as “reception”. School reception/office should be neat and clean. The receptionist cordially invites parent to have a seat and supportive staffs offers a glass of water/a cup of tea for parents. They ask the details and purpose of visiting in a very cordial manner. School admission committee members share minute details of school vision and mission as well as positive/unique culture with the parents. It may be possible that parent has a number of questions but his questions should be answered logically and cordially. School should not have attitude “trust us, we are a good school” but the attitude “let us demonstrate how good we are”!

Use of school prospectus in admission campaign: Do you think so?

Admission committee members show school prospectus to the parents. School prospectus contains all necessary and valuable information about the school. School prospectus provides an overview of school i.e. vision and mission of school, school facilities, school scholastic and co scholastic achievements, evidence of different learning activities through various images etc.

Use of visual presentation to show authentic quality evidence in admission campaign: Do you think so?

Admission committee members show evidence of learning to the parent through school albums and school co scholastic activities i.e. real (unedited) video of classroom facilities, teaching and learning styles and students’ performance on various occasions to the parents. It is effective and impressive. Parent correlates the admission counselors’ positive words with these different medias sources.

Attitude of office staffs and other school employees in admission campaign: Does it really matter? What do you think?

School admission committee should treat parent’s first visit to the school as the golden opportunity to convert the inquiry into registration and admission. We should not forget the fact that a parent has already collected some information about the school through various sources. I.e. school fee and school environment before a visit to your school. S/he wants to confirm all the previous known information through the mouth of school staffs. School staffs treat all the parents equally. Every visitor/parent is special for a school. When we counsel a parent in our school. It may be possible that s/he will take a decision for registration and admission or may not take decision but it is sure that s/he will carry a long lasting impact from school. S/he may share good words about the school with other prospective parent. We adopt a visionary approach and try the best to make him realize the worth of our school. The attitude of the office staffs can be deciding factors for a parent to take a final decision to choose your school for his/her wards. Their actions set the tone for the rest of the school.

Think a while

Each of these private school marketing strategies is powerful on its own, but far more effective when integrated into a balanced overall marketing campaign. Private schools can utilize their creative and technological resources to target a broad audience with meaningful online marketing campaigns while calling upon their community connections to appeal to local applicants for maximum results. We must reviews our strategies time to time, and must improvise marketing strategies, but never ever should feel impatient by not seeing projected outcome.

 Rajeev Ranjan

Indian Educationist

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Admission Campaign-How to Increase Admissions in a School-Tips and Techniques

Admission Campaign-Drive in School: Using Parent as a Brand Ambassador for School Promotion and Admission

Parent as a big brand ambassador

Parent is a symbol of love, affection and fondness. We are the life line of our parent. We care each other. We love each other with or without a condition. Each and every one feel in our life that parent ultimate goal lies in kid’s welfare. Parent is most outstanding motivator, and catalyst to promote school. Pupils’ rational and holistic progresses give a sense of relief to existing parents. Prospective parents always wish to hear good words from existing parents in terms of school holistic performance as evidence.

Student, teacher and parent create a triangle of learning atmosphere. Parent is an active partner in school education systems. His observation and timely feedback help school to grow as a center of excellence in an educational field. A well versed school management develops a good rapport with parents. School management develops a two ways communication channels to have an intense discussion with latest development occurred in the school and also share future planning with the well versed guardians.

Parents’ active involvement helps school to evolve as a renowned study center. School system gives proper respect to school parents.  School management ensures parents’ proper involvement in the school’s growth and prosperity. Higher management develops considerable and rational partnership with parents.


School faces two great challenges (1) To retain existing students (2) To ensure good number of new enrollments/admission in the school. People mind set has changed. People inquire and investigate so much before making a final decision for selecting a new school for their ward. People are looking beyond the personal limitations. Parent is ready to spend money but they are looking for quality education.


Existing  parents are the greatest asset of a school. Their satisfaction with the school solves two tier purposes. Firstly, they will keep their child in the same school and secondly they are prime resource to reach target community for new admissions.

Parent an image builder of school: – Parent is brand ambassador of school. We wish to establish our school as a distinctive brand at local, state and on national platform.  School management uses different tools and techniques to advertise school. Our task is to share our vision and mission with maximum number of people in the society. We live in a society. We develop communication channel with people from different walks of life. Existing parents solve this bigger issue in an easy manner. School parents observe latest development and progress in different field and they discuss same information with their colleagues, peers, family member and other society members on different occasions.

Parent a decision maker in taking child’s admission in a school:-Parent is prime decision maker at home for taking decision. Parent considers a number of facts before selecting a good school for his/her child. Parent wishes to send the child in a good cultured school. If a school system is able to fulfill all parameters of a parent and is able to convince the parent that his/her child will be at right place for getting quality education, then only parent takes decision to enroll the child in the school.

Parent motivates other parent to take admission:-Parent is the best resource for a school. Parent positive feelings and positive words have great impact on other person’s mind. A person who is looking for good school in his vicinity (a) visit school websites for basic information (b) talk to local known parent for getting feedback of school and (c) visit school for confirming and assuring himself/herself that s/he reached at right school. Parent positive feedback is much convincing factor for a prospective parent than any other means of advertisements. It is an effective assurance from a person who is utilizing the service and has great satisfaction for the present school system.

 Parent a good catalyst:– School management uses different tools and techniques for establishing an educational institution as a center of excellence. Existing parent is permanent family member of school. They are associated with us for a long time. There is strong bond and deep relationship with the school.  School and parent have same objective. Both of them think about the welfare of child. Parent is good catalyst for promotion of school and fetching good admission number in the school. They motivate other prospective parents to visit the school and have real life experience of school system.

Word of mouth through our parents!

“Kindness is the one commodity of which you should spend more than you earn.” T.N. Tiemeyer

How to Identify Parent Ambassadors

School leader creates a deep bonding with parents. School leader identifies intelligent, intellectual and well versed parents. We identify positive parent as a resource person during one to one interaction. School leader prepare a list of positive parent

We can do it:-

@ During Parent Teacher Meeting/Conference  

@ Parent-Principal Meeting at school office

@ Through discussion and meeting with class teacher and teachers

@ Parent Relation Executive, or with the other resource

@ Through one parent to other

School leader develops good rapport with parent. S/he follows parents by calling now and then, sending SMS , email, cards. We can send best wishes on different special occasions. Parent feels happy and develops an emotional bonding with school.

More Parent Ambassadors-More Admission at Schools

Parent compares each and every bits of learning to nearby people. They may be relative, neighbors and a known person. They always keep themselves busy in sharing their wards scholastic, co scholastic performance,   infrastructural development, and extended facilities of school. Comparing leads to internal satisfaction or internal dissatisfaction. Positivity, internal satisfaction of existing parents is most powerful weapon to launch admission campaign for the best outcomes.

Existing parents are the greatest asset of a school. Their satisfaction with the school solves two tier purposes. Firstly, they will keep their child in the same school and secondly they are prime resource to reach target community for new admissions. So,

  1. Well aware about the taste and temperament of existing families
  2. Keep regular touch with existing parents
  3. Organize face to face meeting with the yes/no parent
  4. Try to understand parents next level demand/wish
  5. Organize small get together with parents on a coffee table
  6. Personal phone call to all existing guardians to communicate extended features of school and beneficial factors to re-enroll
  7. Work out the areas of dissatisfaction of existing parents and improvement must be conveyed individually related to individual parent(improvement in handwriting, behavior–)

Existing parents’ positive concerns towards the growth of school and students must be taken care at personal level, no matter, what is the nature of concerns. We should not hesitate to give proper respect to their prime concerns because his/her son/daughter’s future is at our hands. There is always negative and positive possibility to turn a student into a fine human being or to derail from the right track.

More satisfied parent- more convinced parent-more admission in the school-more sound economy of school-

Parent is our prime stakeholder. Parents will be our brand ambassador only when we nurture their kids properly on our school premises. Our rational efforts to develop their child as an integrated personality will win the heart of a parent. School management spends a lot of money on advertising school but enriching parents’ experience with school solves various schools’ at a glance. Experienced, empowered and satisfied parents positive words about the school has concrete and solid effect on prospective parents who are searching a good school within the vicinity for his/her ward. Let be the first to become a game changer!


Rajeev Ranjan

Indian Educationist


Kotler, P. and K. Fox (1995). Strategic Marketing for Educational Institutions. Englewood Cliffs, NJ: Prentice Hall, Inc.

Davies, B. and Ellison, L. (1997). Strategic Marketing for Schools, London: Pitman Publishing.

Rick NewBerry’s Blog

Gillian Allen Business Manager Churchill Community  College

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Admission Campaign-How to Increase Admissions in School- Marketing Strategies

Admission Campaign-Drive in School: Using Online Marketing Strategies for School Promotion and Admission

Worldwide web (www) is world of magic. No one wants to keep himself away even for one second from world wide web (www). 20 years ago one of my common friend asked me about my shirt’s brand name. I was little hesitant and shared that this shirt had been stitched by a local tailor. Nowadays, everyone knows the power of a touch on a smart phone screen and surely everything available in the world market will be in our touch within hours.

Autonomous school economy solely depends on students’ fees, and the school sound economy determines educational qualities. School tries hard to retain existing students for the next academic session and establishes a good rapport with different walks of people at local, district, state, national and international level through worldwide web (www). School faces two great challenges (1) To retain existing students (2) To ensure good number of new enrollments/admission in the school. WWW helps school to promote its vision and mission worldwide. Generally people investigate several basic things from school website. Nowadays, our school website creates great impact on prospective parents’ mind. An organization’s well developed website sets up a benchmark for parents.

People mind set changed. People inquire and investigate so much before making a final decision for selecting a new school for their ward. People are looking beyond the personal limitations. Parents are ready to spend money but they are looking for quality education in a safe and secure school environment.

Online marketing helps management/society/trust to establish school as a brand. It creates positive impact on parent’s mind. Power of virtual world is intact. School presence on World Wide Web (www) ensures the brand image of school; in fact it builds a brand among local as well as worldwide viewers. It is store house, information center, mirror, vision and mission of a school. WWW is a solution center to the known to unknown. Smartphone is under reach to everyone parent with the highest internet speed so school is ready for a gentle touch on Smartphone screen.

Visionary school management invests money on online marketing. This is crucial need of the hours. Parent, student, and relative play a great on making decision for taking admission in a school. Every one inquires on smart phone. School management plans ahead and hires a group of technical personals for promoting school on World Wide Web (www).
1st Task
Create a responsive website: – marketing focused, appealing to prospective parents and students, user friendly. Responsive website is based on responsive web design which adjusts gracefully to fit on desktop, tablet, and Smartphone browsers. (Joshua Steimle is the CEO of MWI). School needs to do it because most of parents are friendly with Smartphone. ( Parent as well as student search about the school. Several search engines (Google, Yahoo, Bing, AOL) makes it possible.

2nd Task
Search engine optimization: School management hires a professional and uses various tools for search engine optimization. School can take payment based service from service providers. Search engine optimization service helps school to be listed in search engine 1st page. It helps to reach millions of very soon.

3rd Task
Create a school blog:School creates a blog on different blogging sites and post relevant content which is useful to students, parents and other people.
We can share following items on different social sites
(A) Achievement of school in its vision and mission
(B) Students real activities as learners’ engagement
(C) Success story of students, teachers and old students
(D) Positive reviews of parents, students, i.e. what makes this school special?
Parents’ reconfirmation and satisfaction over choosing this school and the difference made in academic year.

4th Task
Create Pages on different Social Media Sites:Social media channels are platforms to connect people from various fields. It is strong medium to promote school. School can create a page on various social media sites i.e. Face book, Twitter, YouTube, Slide share, Pinterest, LinkedIn, Instagram or Snapchat for students. School can use of social media sites for advertisement of school (Available on payment). Nowadays, It is observed that parent reminds school office to post his/her wards school activities pictures on Instagram, Face book and other social sites.
5th Task
Prepare videos of different activities of school:Visual has its own effect. It is authentic evidence for millions of people who cannot visit school but reaches our school in virtual world. People are engaged in their own professional and personal life. Video brings life as effective evidence of educational activities happen during academic year, students’ activity, teacher’s teaching methodology, classroom teaching video etc. These videos should be uploaded on school personal account on different social sites.

Mr. Rick NewBerry’s prepared a list of questions that will be helpful in preparing prospective students and parents friendly web world to promote school—
Have you invested in a responsive website design?
Are you utilizing a blog on your website and in your marketing strategy?
Are you bringing your school to life on your website by telling stories about your people and programs?
Are you communicating news stories about the great things happening at your school every day?
Does you school’s website make a great first impression and is it marketing-focused?
Have you implemented best practices in search engine optimization, content development, call-to-actions and more on your website?

Private school marketing strategies is powerful on its own, but far more effective when integrated into a balanced overall marketing campaign. Private schools can utilize their creative and technological resources to target a broad audience with meaningful online marketing campaigns while calling upon their community connections to appeal to local applicants for maximum results.
Proper planning, proper budgeting and proper execution of planning at right time, on right place, at right speed can produce best results in terms of a good number of new admissions in school as well as retention of existing students at school.

Rajeev Ranjan

Indian Educationist