With declining birth rates in the UK, the competition among primary schools to attract new students has never been fiercer. Recent data from the Office for National Statistics (ONS) highlights a 2.9% drop in births from 2019 to 2020, with similar trends continuing. This means fewer children and more competition for schools. A well-organised and well-marketed open day can set your school apart, helping to secure applications and grow your school community.

To help you get the most out of your open day, we’ve put together some key tips for marketing the event, running it smoothly, and following up effectively. If you have an iTCHYROBOT Schools website, we also offer built-in forms and pop-ups that make promoting your open day and capturing prospective parents’ information a seamless process.

1. Marketing Your School Open Day

Build an Effective Online Campaign

In today’s digital world, your online presence is one of the most powerful tools for promoting your school’s open day. To get started, create a well-rounded campaign that includes:

Website Pop-Ups

If you have an iTCHYROBOT Schools website, you can easily set up customisable pop-ups to promote your open day as soon as parents visit your website. This instantly captures their attention and can guide them to a registration form.

Social Media Announcements

Share engaging posts across platforms like Facebook, Twitter, and Instagram. Include videos or photos from past open days to generate excitement. Encourage current parents and past pupils to share posts, expanding your reach.

Local Facebook Community Groups

Facebook community groups are filled with parents discussing local schools and events. Join relevant groups and share your open day details, but also engage with parents by offering advice and answering questions about education and school life.

Email Campaigns

If you’ve previously gathered parent information, send out reminder emails about the event, making sure to include a registration link. With iTCHYROBOT Schools, our built-in forms allow prospective parents to register for your open day directly on your website, helping you track attendees and follow up with them later.

Local Community Engagement:

Reach out to local nurseries, playgroups, and community centres to promote the event. Partnering with local organisations can help you expand your reach, especially to families who may be new to the area.

Highlight Your School’s Unique Selling Points (USPs)

In a competitive marketplace, standing out is crucial. Ensure your marketing materials communicate your school’s USPs—whether it’s small class sizes, innovative learning programs, strong pastoral care, or exceptional facilities. Video testimonials from current parents or students are a great way to demonstrate the strengths of your school in an authentic manner.

2. Running a Successful Open Day

On the day of the event, it’s essential to provide a welcoming experience that not only informs but also impresses. Here’s how you can ensure your open day runs smoothly:

Encourage Registration

Before the event, ensure parents can easily register using the iTCHYROBOT Schools built-in forms on your website. For those who haven’t registered online, you can also provide on-site digital forms via tablets during the event. Gathering this data is essential for follow-up.

Create a Welcoming Atmosphere

First impressions matter! Greet parents warmly at the door and ensure your school is clean, organised, and engaging. Friendly staff, informative tours, and an opportunity to meet teachers, students, and current parents all contribute to a positive atmosphere.

Provide Take-Home Materials

Give parents tangible reminders of the day with brochures, information packs, and student-made projects. Include clear instructions for how they can proceed with the admissions process and reiterate the benefits of your school.

3. Following Up After the Event

The work doesn’t stop once the open day ends! Following up with prospective parents is crucial to maintaining interest and securing enrolments.

Automated Follow-Up Emails

After your open day, use the contact information gathered via the iTCHYROBOT Schools website forms to send automated follow-up emails. Thank parents for attending and provide them with additional resources, such as links to your admissions page or video recaps of the day.

Invitations to Future Events

Encourage continued engagement by inviting them to other school events like performances, sports days, or smaller targeted tours. Keeping your school front-of-mind will improve the chances of converting interest into enrolments.

4. Maximising Your School Website for Open Day Success

If your school uses iTCHYROBOT Schools, you already have access to powerful website tools that can significantly boost the effectiveness of your open day:

  • Event Pop-Ups: With our built-in pop-up feature, you can promote your open day directly on your homepage, ensuring it’s seen by all visitors. Customise the pop-up to include a direct link to your registration form, encouraging parents to sign up early.
  • Registration Forms: Our integrated forms allow you to collect essential information from prospective parents before and during the open day. This makes follow-up easy, ensuring you don’t lose touch with families who are interested in your school.
  • Mobile Responsiveness: All iTCHYROBOT Schools websites are fully optimised for mobile use, ensuring parents can easily register and access information, even from their phones.

A successful open day can have a major impact on your school’s admission numbers. By effectively marketing your event, providing a memorable experience, and following up thoughtfully, you can ensure maximum return on investment. If your school has an iTCHYROBOT Schools website, our built-in forms, pop-ups, and data tracking tools make it even easier to connect with parents and increase those all important school numbers.

For more information about how our web development and marketing solutions can support your school’s open day strategy, get in touch with us today!