Recruiting: How to attract more students to your school

Dr. Arnaud Prevot

Program Coordinator - Teacher - Private School Marketing Expert

Published May 4, 2015

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There are a number of reasons schools look to provide many services for parents. For private schools especially, the number one factor which influences almost everything in the management and operations of a school during the school year is enrollment. It defines everything, and it's what keeps principals up at night. If there are not enough students, there will be effects on hiring, maintenance, strategy, and salaries. It is not surprising that there is a pressure on principals and program directors to see their school reach capacity, therefore, attracting more students is a key role of the school's leadership team. The following are some suggestions as to how schools can more intentionally recruit students.

Think like parents

Why would you leave a school and go to another one? When do parents make the decision to switch schools? It is true that every change of school is an intensely individual one, as individual as the student him/herself. There are patterns, though, which you can identify.

Look for natural breaks in the pre-K-12 sequence. Do not assume that parent will always keep their students in the same school from Pre-K through 12th grade. The end of Pre-K, 5th grade and 8th grade are natural breaks, and this will allow you to focus your school's limited recruitment resources on three potential parent populations instead of spreading yourself too thin.
Identify parents' preferences for schools, not the students'. Let's be honest, a number of parents will choose schools they like, not necessarily what is best for their children. This means that there will be a preference for family legacy schools ("I went to Covington Oaks School, and I enjoyed it and learned a lot.")
Look at a timeline for school choice. For many schools, re-enrollment happens in February or March for the next school year. Parents who choose to not re-enrol will be on the market for new schools after that time. The spring is also when parents will have the opportunity to attend school fairs and school nights at their local schools.
Which schools did parents attend? If you are a private school, the parents' alma maters are very important since it will be difficult for parents to pay tuition is they attended public schools and felt satisfied with their schooling. There is a sense of :"it worked fine with me, so it will work well with my children too".

Do what the colleges do

Colleges have shown great resilience in their recruitment efforts in the face of ever more difficult competition. Many have chosen to be quite creative in their approaches including: [1] appearing to be more selective, hoping that exclusivity will breed desire; [2] creating special programs for a specific group of students, such as students with LD or autism; and [3] helping parents with incomplete applications instead of simply discarding them.

Trust your formula...

Schools have typically followed a similar formula when it comes to recruitment, and there is a reason for that: it works. It makes sure to provide students and their parents the relevant information while respecting their decisions about their education. Here are the standard steps: [4]

Prepare: Identify your recruitment population and characteristics of your target audience along with where they may live or where they are currently attending school. [4]
Event: Prepare a recruitment presentation to be given to parents. Make sure it has relevant information, attractive points about your school, and identifies any obstacles to admissions. [4]
Interactivity: Open your presentation to questions, and make sure to obtain students' names and addresses. Lastly, hand out your card and/or a brochure for your school. Don't forget freebies and giveaways with your school's logo [4,5].

... but stand out when it matters

Some schools have been diverging from the recruitment formula and prefer a more one-on-one touch, using social media, direct phone calls, or direct home visits to talk with parents and students personally. The point is to establish a personal rapport with the family. Other schools use Google+ Hangouts, mobile apps, or provide unique campus tours and a free lunch at the school's cafeteria [4,5] . The point should be to make sure that your creative marketing techniques make sense for your unique school culture.

Use your geography to your advantage

Don't underestimate the value of your geography. Some schools have a natural view from campus, while others are in a year-round warm climate. Emphasize your strengths when it comes to your environment. It might turn out to be one of your best selling points. If you are in a quaint and quiet neighbourhood, this may not only entice the prospective students but also the parents as well.

In conclusion

Attracting students to your school is a unique endeavour. No two schools will be able to have the same recruitment strategy, and this is why a local perspective is important. In the end, you should make sure that the students who attend your school are a good cultural fit for your school, and that you are not blinded exclusively by parents who can afford to pay full tuition.