The National Association of Independent Schools (NAIS) found 63 percent of member schools grew enrollment between the 2019-20 and 2023-24 academic years, with overall enrollment increasing five percent over that timeframe. There’s ample opportunity for schools to capitalize on rising family interest.
Beyond traditional advertising and word of mouth, schools need robust, efficient systems to manage the enrollment process and engage with potential families in meaningful ways. Combining technology and data-driven strategies with experience and intuition is crucial to optimizing the enrollment pipeline and ensuring a seamless experience for both administrators and applicants.
Let’s explore several strategies that private schools can use to increase enrollment, with a focus on application management, event management, data utilization, lead nurturing, and financial aid integration.
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Streamlined Application Management
A critical aspect of increasing enrollment is providing a smooth, efficient application process. Application management systems that allow bulk record creation and updates enable schools to quickly process large numbers of applications, reducing administrative time and error potential.
The ability to segment families for marketing campaigns based on application data ensures prospective families receive relevant, targeted communications based on their stage in the application process. By organizing applicants into different segments, schools can send personalized messages that address specific concerns or interests, making for more resonant communications.
Every school has unique processes and requirements for evaluating potential students. Track key criteria such as academic interests, extracurricular preferences, or family background with modifiable application fields. This customization helps tailor follow-up communications, again reinforcing personalized relationship building and allowing staff to quickly make decisions based on key criteria.
Meaningful Event Management
Events like open houses, tours, and informational sessions are often the first touchpoint between families and a school. Efficiently managing these events and collecting the right information can significantly impact a school’s ability to attract new students. A comprehensive event management system helps in various ways:
- Registration forms should be simple to complete but comprehensive enough to capture essential data. This helps schools build a database of potential applicants while providing a smooth, easy experience for the family.
- Registration restrictions (i.e., limiting invitees to only those who fit a certain application status can register) result in efficient resource spending and ensure the right audience is in attendance.
- Information collection during events (like follow-up surveys or post-event feedback) can provide valuable insights into the interests and concerns of potential applicants, allowing schools to adjust their messaging or offerings accordingly.
Online Application Reading & Evaluation
Once applications are submitted, the next challenge is reviewing and evaluating each thoroughly, fairly, but efficiently. An advanced system for online application reading can significantly improve the process in the following ways:
- Unlimited accounts and admin controls give admissions teams the flexibility to involve multiple reviewers while distributing proper access to each. This also allows for differentiated roles, so different users have the right level of control over the process.
- Insights into peer applicant stats and score averages offer valuable benchmarks during the evaluation phase. Admissions teams can compare individual applicants to others in the pool, making it easier to identify standout candidates or assess overall application trends.
- Reader scoring and annotations allow reviewers to collaborate in real-time and leave detailed notes and scores on each applicant, streamlining the evaluation process. This ensures all decision-makers have access to the same information, making the final decisions more informed.
Data & Reporting for Informed Decision-Making
To improve strategies aimed at increasing enrollment at your private school, decision makers need access to extensive, up-to-the-minute data. Reporting and data management features can provide valuable insights into applicant trends and demographics:
- Historical data tracks the effectiveness of recruitment efforts over time. By examining past enrollment trends, private schools can refine their outreach strategies, better predict future enrollment numbers, and adjust accordingly.
- Dynamic querying allows for in-depth, real-time analysis of applicant data. For example, schools can query prospective families based on specific criteria (e.g., geographic location, academic performance, or family income) to execute targeted marketing or outreach strategies.
- Data cleaning ensures the information schools are working with is accurate and up to date. By eliminating duplicate records, correcting inconsistencies, and removing disengaged contacts, schools can avoid costly misuse of resources.
- Demographic reporting enables schools to understand their applicant pool in greater detail, with information such as geographic distribution, diversity, and the types of schools their applicants are coming from. This information can guide more personalized marketing campaigns and help schools better understand the competitive landscape.
Optimize Lead Nurturing to Maximize Conversions
Once a family expresses interest, the journey to enrollment is just beginning. Lead nurturing strategies are essential for keeping potential applicants engaged and moving through the process.
- Lead segmentation is crucial for tailoring messaging to the right audience. Schools can segment leads based on their behaviors (e.g., opened emails, attended events) or their stage in the enrollment process (e.g., prospective, applying, accepted). This segmentation allows for highly targeted communications that speak directly to the family’s interests or needs—resulting in greater engagement.
- Bulk and automated emails to leads ensure no lead falls through the cracks. Schools can set up automated email campaigns to send reminders, follow-up information, or respond to lead activities (e.g., form fills). This proactive communication helps move families closer toward a decision.
- Conversion and engagement reporting allows schools to track the effectiveness of their lead nurturing campaigns. By analyzing open rates, click-through rates, and responses to emails, schools can refine their messaging to increase conversion rates.
Integration with Financial Aid Data
Financial aid is often a determining factor for families when choosing a school. Integrating financial aid data into the enrollment process ensures schools offer timely, accurate information regarding tuition assistance, making it easier for families to make informed decisions.
Schools can also use financial aid data to track trends over time. For example, they can monitor the number of applicants seeking aid, the average amount awarded, or how financial aid impacts overall enrollment. This data informs future decisions regarding tuition rates, scholarship offerings, and recruitment strategies to make your school more attractive.
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Expanding enrollment in private K-12 schools requires multi-faceted strategies, leveraging technology to enhance every step of the process. By investing in these approaches, schools can streamline operations, enhance the applicant experience, and ultimately increase enrollment numbers.
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