How to Attract New Pupils to Your School in 2025


With pupil numbers falling across the UK due to the declining birth rate, schools are facing a growing challenge: how to maintain healthy admissions in an increasingly competitive environment.

According to Department for Education projections, by 2028 there could be 207,000 fewer nursery and primary school pupils in England compared to 2024 — a significant and sustained drop in demand that is already putting pressure on schools to rethink their admissions and marketing strategies.


👉 Source: UK Parliament Research Briefing – Falling Birth Rates

Fewer children means more schools are competing for a smaller pool of pupils, and for many, this is having a direct impact on funding, staffing, and long-term sustainability. In this environment, your approach to marketing and recruitment must be intentional, ongoing, and tailored to what today’s parents care about most.

It’s not just about filling spaces; it’s about showing families why your school is the right choice and making sure that message is visible in all the places they’re looking. From your website to your open days, and your social media to your signage, everything should reflect your school’s unique values, strengths and community spirit.

At iTCHYROBOT, we’ve worked with schools across the UK to develop practical, effective marketing strategies that actually make a difference.

Here are our 7 top tips to help you respond to today’s admissions challenges and confidently promote your school in 2025:

Our 7 Tips to support your primary school admissions

Deliver Consistent and Clear Brand Messages

    Your school is more than a name and a logo. It’s a set of values, a culture, and a promise to pupils and parents. When your brand is consistent across signage, social media, newsletters, your website and even how your staff communicate – it builds trust and recognition.

    Top Tip: Define your school’s three key messages (e.g. safe, ambitious, inclusive) and make sure they’re reflected everywhere, especially in how you speak to prospective parents.

    Understand What Today’s Parents Really Want

    Prospective parents in 2025 are increasingly savvy. They’re not just looking for academic results — they want to see how your school supports wellbeing, celebrates individuality, and prepares children for the future.

    Ask yourself:

    • What are parents most worried about right now?
    • What makes your school uniquely positioned to reassure or support them?
    • Are your strengths obvious from a quick glance at your website or prospectus?

    Quick Win: Run a short survey or informal parent focus group to understand what attracted them to your school — then use that insight in your messaging.

    Make Your Communications Stand Out

    Inboxes are full, attention spans are short, and parents are busy. That means your messages need to be well-timed, clear, and easy to engage with. Whether it’s a newsletter, a social media post or a school tour invitation – clarity and relevance are key.

    Ideas to try:

    • Use video snippets to show your school day in action
    • Make your email subject lines inviting and parent-friendly
    • Keep messages short, visual, and focused on what matters to them

    Optimise Your School Website for Engagement and Conversions

    Your website is often the first real impression parents get of your school and it needs to do more than just inform. It should inspire confidence, showcase your values, and make it easy for families to take the next step.

    Does your homepage:

    • Clearly communicate who you are and what makes you different?
    • Feature up-to-date images, key messages, and parent-relevant content?
    • Provide an obvious route for prospective parents (e.g. book a visit, download a prospectus)?

    Quick Win: Add a “Why Choose Us” page, or a simple call-to-action banner directing prospective parents to admissions info or your next open event.

    Leverage Social Media to Boost Visibility and Trust

    Social media is one of the most powerful ‘and free’ tools schools can use to reach families beyond the school gates. It builds trust by giving a real-time window into life at your school and helps parents feel part of the community before they’ve even stepped through the door.

    Tips to improve your school’s social media:

    • Post consistently (aim for 3+ times a week)
    • Mix celebration posts with day-in-the-life content
    • Use Stories, Reels or video clips to show real classroom life
    • Highlight how you live out your values, not just your events

    Pro Tip: Run a short campaign around “Meet the Teachers” or “A Week at Our School” as it helps humanise your school and connect with new parents.

    Get Out Into the Community and Share Your Story

    Schools don’t exist in a vacuum — the more visible you are locally, the more likely people are to talk about and recommend you.

    Ways to raise your local profile:

    • Partner with community groups, charities or sports teams
    • Invite local businesses to your events (and share the shout-outs!)
    • Speak at nurseries or toddler groups
    • Attend school fairs or local family-friendly events with a branded stand

    Every time your school is seen positively in the community, you’re reinforcing your reputation — and making yourself more memorable to prospective families.

    Maximise Every Opportunity During Your Open Day Events

    Open days aren’t just a tour — they’re your school’s showcase moment. In 2025, they need to go beyond clean classrooms and cookies. Parents want to feel your ethos, see your teachers in action, and hear real voices from your school community.

    Ways to level-up your open day:

    • Share a welcome video from the Head beforehand
    • Have pupils or student ambassadors lead parts of the tour
    • Offer takeaway packs with prospectus, values, and next steps
    • Collect contact details and follow up with a thank you email or call

    Don’t forget to promote your open day early and often across your site, email list and social media.