Why is it important to advertise your open day?
Advertising your school’s open day is vital for attracting prospective students and families. Highlighting the school’s unique features will help to boost interest and increase the number of visitors on the day. It will also encourage your school to stand out in a competitive market. Keep reading to discover how to start planning and which methods are the most effective for advertising your open day.
How should I start?
You should start by defining your open day objectives. For example, you may be interested in promoting a newly refurbished department, or perhaps you are looking to gain email marketing sign-ups from prospective parents.
In addition, you should analyse who you are targeting. Identify their potential location, interests, and age to understand why they may be interested in enrolling with your school. These activities will also allow you to identify new prospective individuals that you may have never considered before. Understanding your objectives and target audience will help to determine the best methods to reach your audience, and determine what’s working and what isn’t.
Lastly, it’s important to consider how far in advance you will need to start advertising. An early start gives you the flexibility to monitor the effectiveness of your methods, and make any adjustments where needed. Families often have busy schedules so ample notice increases the chances that they can attend. Eventbrite suggest 14 weeks whilst Splash suggest 6-8 weeks, but of course every event is different.
What aspects of the open day should I promote?
The list below notes a few aspects of your school’s open day you may want to promote. Use this as inspiration for your advertising campaigns.
- Extracurricular activities – unique ones are great to highlight. For example, a cooking or a gardening club.
- USP – what is your unique selling point? What makes you different? For example, an excellent Ofsted rating or your state-of-the-art science department.
- Alumni success stories – highlight why your past students loved the school and how it has impacted them today. Additionally, try having parent or pupil ambassadors relay their positive experiences with the school.
- Any guided tours or presentations – prospective families are interested in opportunities to get to know the staff and school more personally.
- Important areas of the school – For example, the library or sports facilities.
Source: Canva
Which methods should I use?
Social media
Social media is a great way to target parents. More and more schools are building a presence on social media platforms to leverage their benefits. Platforms like Instagram allow you to create unique and creative content that is engaging for prospective parents. With the rise of Reels, video content thrives on Instagram making it a great platform to showcase facilities or extracurricular activities.
Facebook is effective for engaging and bringing together communities. Here you can create events to keep parents informed and up-to-date, whilst also getting a gauge of who is interested in attending. Facebook groups are a handy tool for creating a community of parents in an environment where they can discuss school-related matters freely with other parents. If you have room in your budget, you could also consider paid advertisements to reach a wider audience and allow you to target unique segments.
It’s important to consider whether your open days are accessible for everyone. For those who cannot attend on the day, virtual open days or recordings from past open days are a great way to ensure everyone has the opportunity to view your school. These can be posted on long-format platforms such as YouTube, with additional short-form versions on Instagram, Facebook, LinkedIn, or any other platform that reaches your audience.
Email marketing
Email newsletters are great for keeping parents informed, so will work great for open days. Many parents check their emails regularly, making this a reliable way to reach those who might not be as active on social media. Sending targeted, well-crafted emails allows you to provide detailed information about the open day, such as the schedule, activities, and registration details.
Additionally, email newsletters can serve as reminders for those who have already seen your open day advertisements elsewhere. Sending follow-up emails as the event approaches can encourage recipients to book their slot, add the date to their calendar, or share the information with others. Including a clear call-to-action (CTA) and a simple registration process within the email can further boost engagement and attendance.
Local community collaboration
Get the word out by advertising in a local newspaper or magazine. Despite the rise of digital media, print remains a valuable tool for reaching diverse audiences. Local papers are often cherished by residents and can reach those who might not be as active online. Tapping into multiple touch points, both online and offline, ensures you target a wider audience, including families who may prefer traditional media. Local print advertisements lend a sense of community connection and trust, reinforcing your school’s presence within the local area.
An additional option could be to display your advertising on a community board in local businesses and libraries. This will boost your visibility and reinforce your presence in the community.
Local Advertisements & On-Site Signage
A final touchpoint you should utilise is on-site signage. These displays are essential for capturing a wider audience, including visitors and those passing by your school. This can spark word of mouth as parents may share information about your upcoming open day with others. Additionally, prospective parents who notice your signage while passing by are more likely to attend after seeing the advertising.
On these displays, be sure to keep your messages short but informative. Include the dates and timings of your open day, and perhaps some key features of the school. Point viewers towards your website or social media platforms where they can discover more information about the day.
Products such as PVC banners or pavement signs are great for placing outside your school for any passers by to see. Similarly, Correx lamp post signs could be use around the local area to spread the message far and wide. For any visitors to the site, Digital signage or Banner Stands are a great option for providing information on open days.
Advertising your school’s open day is essential for attracting prospective students and families while showcasing what sets your school apart. Using a mix of advertising methods such as social media, email marketing, local print media, and on-site signage, will ensure you reach a wider audience and maximise attendance. Starting your advertising early also allows time for adjustments and ensures families are available to attend, making your open day a successful event.
