To drive admissions effectively, you’ve hired a skilled school marketing agency. 

But how can you ensure their efforts translate into results? Did you know you might be influencing their success directly?

Your school’s readiness is a key factor in the agency’s success.

First, identify what sets your school apart. Is it your outstanding academics, state-of-the-art facilities, or nurturing environment? The more clearly you define your school’s unique strengths, the better your agency can create compelling messages for parents.

Second, your school’s online presence is crucial. Today, parents rely on a strong, up-to-date website and active social media profiles. If these aren’t in top shape, even the best marketing strategies may fall short.

Next, ensure your facilities and pricing align with your promotional materials. Any discrepancy between what’s advertised and what’s actually offered can undermine your marketing efforts.

Also, consider your team’s readiness. How effectively they handle inquiries and persuade parents to visit the school can significantly impact admissions.

Finally, reviews and feedback about your school play a significant role. Positive testimonials can greatly influence a parent’s decision.

By focusing on these areas, you can enhance your marketing agency’s effectiveness and achieve better results.

Let’s get to know these factors affecting agency outcomes in 2024-2025.

1. What Makes Your School Special? (The USP)

Having a clear Unique Selling Proposition (USP) is essential for your school to stand out in this crowded market where parents find it very hard to shortlist schools.

To achieve this, identify what your school excels at. 

Your marketing team can then use this effectively to communicate a message that resonates with what parents value most in their children’s education.

So, How to Make a USP for Your School

Making a USP is about knowing what makes your school unique and what parents want. Here’s how you can do it:

1. List what your school does best.
2. Talk to parents and find out what they are looking for in a school.
3. See what other schools offer and what makes your school different.
4. Combine your strengths and parents’ needs into a simple message. For example, “We excel in science and technology.”
5. Share it with parents and adjust if needed.

Some Strong USP Areas You Can Choose

1. Academic Excellence

High Performance in Board Exams:

A school in Delhi emphasises its consistent track record of producing top board exam scorers.

• Example: The marketing agency used this in their ad campaigns to attract parents who prioritise academic results.
• Impact: Highlighting academic excellence builds trust and positions the school as a premier institution, which led to a 40% increase in enrollments.

Fact According to a survey by The Times of India, 78% of parents consider academic results as the top factor when choosing a school. Schools that consistently highlight their academic achievements see a significant rise in inquiries and applications.

2. Specialised Programs

STEM Focus:

A Bangalore school offers a robust robotics and coding program, regularly participating and winning in national competitions.

• Example: The marketing agency decided to showcase this to the IT crowd in Bangalore with campaigns focused on the future of these technologies.
• Impact: Attracted tech-savvy parents and students interested in future-proof careers, boosting admissions.

Fact A study by Education World India found that 65% of parents are willing to pay higher fees for schools that offer specialized programs in arts, sports, or STEM, indicating the strong draw of these unique offerings.

3. Extracurricular Activities

Sports Excellence: 

A Pune school promotes its state-of-the-art sports facilities and achievements in national-level sports competitions.

Example: The marketing agency created a campaign showcasing student athletes and their success stories, targeting parents who prioritise physical education.

Impact: Attracted students with athletic aspirations and parents who value physical education, increasing enrollments by 30%.

Fact Data from the National Institute of Educational Planning and Administration (NIEPA) shows that 70% of parents believe extracurricular activities are crucial for their child’s development, influencing their choice of school.

4. Infrastructure and Facilities

Modern Facilities: 

A Gurgaon school showcases its smart classrooms, science labs, and advanced computer labs.

Example: The marketing agency created virtual tours and videos highlighting these facilities, appealing to tech-savvy families.

Impact: Highlighted the school’s commitment to providing a contemporary learning environment, attracting tech-savvy families and increasing enrollments by 30%.

Fact The Central Square Foundation indicates that 60% of parents rank modern facilities as a top priority, impacting their school selection process.

How to Implement the USP in Your School

Let’s say your USP is “Best Sports Programs in Bangalore.” Here’s how you can make it part of your school:

1. Curriculum: Add more sports-related subjects. Offer classes in physical education, sports science, and health.
2. Activities: Have regular sports events, competitions, and training camps.
3. Clubs: Create sports clubs like football, cricket, and basketball.
4. Facilities: Build high-quality sports facilities like football fields, basketball courts, and swimming pools.
5. Partnerships: Partner with sports academies like the “Bangalore Sports Academy” or “Karnataka State Cricket Association.”
6. Training: Hire experienced coaches and provide regular training for them.
7. Recognition: Reward students for their achievements in sports.

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A clear USP helps your school stand out.

It makes marketing easier and attracts more students. 

By knowing what makes your school special and sharing it, you can see better results in admissions.

2. Market Presence and Digital Footprint

Having a strong online presence is essential for your school to stand out in this crowded market where parents find it very hard to shortlist schools. 

The idea is to be easily discoverable and provide valuable, engaging content that attracts parents.

Note: Your agency can use the USP we developed in the previous stage to have a uniform messaging across all the online channels.

Strategies to Enhance School’s Visibility

Here’s how your agency can make it part of their strategy:

1. Website Development: Invest in a high-quality website with engaging content, clear information, and user-friendly design.
2. Social Media Strategy: Develop a content calendar for regular updates, including success stories, events, and student achievements.
3. SEO Practices: Incorporate relevant keywords into your website content and blog posts. Optimise meta tags and descriptions.
4. Online Engagement: Respond promptly to online reviews and comments. Encourage satisfied parents to leave positive feedback.
5. Analytics and Adjustment: Regularly review website and social media analytics to assess performance and make necessary adjustments.

How to Strengthen Your Presence Online?

1. Develop a Strong Online Identity

Example: A school in Chennai created a sleek, user-friendly website with detailed information about their programs, achievements, and staff. 

They also included a blog section featuring articles about student success stories and school events.

Impact: The new website led to a 30% increase in online inquiries and a 20% increase in overall website traffic within six months.

Fact: According to a study by Google, 75% of users judge a company’s credibility based on their website design, highlighting the importance of a professional online identity.

2. Build a Social Media Presence

Example: A school in Bangalore actively used Facebook and Instagram to share photos of events, student projects, and updates about new initiatives. 

They also ran targeted ads to reach potential parents in the local community.

Impact: Their social media efforts resulted in a 40% increase in engagement and a 25% rise in admissions inquiries from parents who discovered the school through these platforms.

Fact: Research by Sprout Social indicates that 74% of consumers use social media to make purchasing decisions, underscoring the influence of a strong social media presence.

3. Engage with Your Audience

Example: A school in Hyderabad set up a dedicated team to respond to online comments and reviews promptly. 

They also held virtual Q&A sessions with parents and shared updates based on feedback.

Impact: This proactive engagement led to a significant improvement in the school’s online reputation, with a 15% increase in positive reviews and a 10% increase in new student applications.

Fact: According to a report by ReviewTrackers, 53% of customers expect businesses to respond to their online reviews within seven days, highlighting the importance of timely engagement.

4. Implement SEO Strategies

Example: A school in Mumbai invested in search engine optimization for their website, focusing on local keywords and improving site speed. 

They also created a blog with valuable content related to education.

Impact: The SEO efforts resulted in a 50% increase in organic search traffic and improved their ranking on search engine results pages, leading to more visibility and inquiries.

Fact: Data from BrightEdge shows that 53.3% of all website traffic comes from organic search, demonstrating the importance of effective SEO strategies.

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The goal is to be found when your audience searches for you.

May it be your website, Google, social media, when parent’s search you, they have the highest intent – so you must be present.

By focusing on improving your online identity and engaging effectively with your audience, you can attract more attention and inquiries, ultimately leading to increased admissions.!

3. School Infrastructure and Pricing

Parents these days appreciate modern facilities, like smart classrooms and good sports areas, as well as clear and flexible pricing options.

They want to ensure they get good value and can easily understand the costs involved.

Note: You shall include additional classes, labs and infrastructure as per the USP you have set in Step 1.

How to Optimise the Infrastructure and Pricing?

1. Upgrade Facilities

Example: A school in Delhi invested in modernizing its classrooms with interactive whiteboards, upgraded science labs with advanced equipment, and enhanced playgrounds with new equipment.

Impact: The facility upgrades attracted more interest from parents seeking high-quality educational environments, leading to a 20% increase in student enrollments.

Implementation: Showcase the Value of Your Infrastructure

Create virtual tours and promotional videos showcasing your state-of-the-art facilities, including smart classrooms, advanced computer labs, and modern sports facilities.

Your agency can use these in all their marketing and digital campaigns.

2. Maintain Transparency in Pricing

Example: A school in Kolkata clearly outlined its tuition fees, additional charges, and any other costs on its website and in promotional materials. 

They also offered a detailed fee structure during admission meetings with no hidden charges.

Impact: Transparency in pricing helped build trust with parents, reducing confusion and leading to a 15% increase in applications as parents felt more confident in their decision.

Implementation: Offer Flexible Payment Options

Introduce multiple payment plans for tuition fees, including monthly, quarterly, and annual options. 

You could also provide discounts for early payments and sibling enrollments.

These days, even not having hidden costs in fees can go a long way.

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Optimizing your school’s infrastructure and pricing not only enhances your appeal to prospective parents but also builds trust and confidence. 

By focusing on modern facilities, transparent pricing, and clear value communication, you can improve your school’s attractiveness and increase enrollments.

4. Admission and Sales Team Readiness

Having a well-prepared admission and sales team is crucial for attracting and enrolling students. 

This team is the most crucial team at school as they are the first ones to engage with the potential parents.

The way they handle inquiries, ask right questions and convince prospective families to come down for a school tour – is crucial to admissions.

So, How to Improve The Readiness

1. Train Your Team

• Identify Training Needs: Assess the current skills of your team and identify areas for improvement.
• Develop Training Programs: Create or source training modules focused on USP, communication, objection handling, customer service, and admissions processes.
• Schedule Regular Sessions: Hold training sessions regularly to keep the team updated and skilled.
• Feedback: Record and analyse their calls to give them pointers to improve.

Impact: Enhanced training led to a 20% increase in successful enrollments and improved parent satisfaction as staff were more knowledgeable and effective in addressing inquiries.

2. Streamline Admissions Processes

• Evaluate Current Process: Review the existing admissions process to identify inefficiencies.
• Implement Online Applications: Set up an online application system for easier document submission and tracking.
• Automate Routine Tasks: Use software to automate repetitive tasks like data entry and communication.
• Simplify Forms: Reduce the complexity of application forms to make them more user-friendly.

Impact: The streamlined process reduced the time to complete applications by 30% and decreased administrative workload, leading to a smoother experience for parents and increased enrollments.

3. Use CRM Tools

• Choose the Right CRM: Select a CRM system that fits your school’s needs and budget.
• Integrate with Existing Systems: Ensure the CRM integrates with your current systems for seamless data flow.
• Train Staff: Provide training for your admissions team on how to use the CRM effectively.
• Customize CRM Features: Tailor the CRM to track specific metrics, manage leads, and handle follow-ups.

Impact: The CRM system improved the team’s efficiency, leading to a 25% increase in conversion rates and better management of prospective student interactions.

4. Set Clear Goals and Metrics

• Define Objectives: Set specific, measurable goals for the admissions team, such as the number of inquiries to follow up on or target enrollment numbers.
• Track Performance: Use tools and reports to monitor progress towards these goals.
• Review Regularly: Hold regular meetings to review performance data and adjust strategies as needed.
• Provide Feedback: Offer constructive feedback and recognize achievements to keep the team motivated.

Impact: Clear goals and metrics help the team stay focused and motivated, resulting in a 15% increase in enrollments and improved overall performance.

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Improving your admission and sales team’s readiness can make a significant difference in attracting and enrolling students. 

Firstly, the entire team should be on the same page wrt to Goals, USP and Admission Process.

Secondly, by focusing on setting up a well defined training, streamlined processes, CRM tool, and goals, you can enhance your team’s effectiveness and drive better results in student admissions.

5. Parent’s Review and Success Stories

Word of Mouth in the Modern Era.

Showcasing positive parent reviews and success stories highlights your school’s strengths and builds trust with prospective families. 

Positive feedback and compelling success stories can significantly enhance your school’s reputation and attract more students.

So, How to Leverage Parent’s Reviews and Success Stories

1. Collect and Display Positive Reviews

• Ask current parents to provide reviews through surveys or directly after positive interactions.
• Set up dedicated pages on your website for testimonials and reviews.
• Share positive reviews on social media and other marketing materials.
• Thank reviewers and address any concerns to show active engagement.

2. Highlight Success Stories

• Gather stories of students who have achieved notable accomplishments, such as academic excellence or sports achievements.
• Develop engaging content, including written testimonials, videos, or interviews, showcasing these success stories.
• Display success stories prominently on your website, in newsletters, and on social media.
• Keep the content fresh by regularly updating with new stories and achievements.

Examples

“We couldn’t be happier with our choice of Greenwood International School. The teachers are incredibly dedicated and have made a huge difference in our child’s education. The school’s modern facilities and engaging curriculum have truly helped our child thrive academically and socially. The open communication between the school and parents has made us feel like part of the school community. We highly recommend Greenwood International School to any parent looking for a nurturing and high-quality educational environment.”

St. Xavier’s School has exceeded our expectations in every way. From the moment we toured the campus, we were impressed by the state-of-the-art facilities and the passionate staff. Our child has grown so much both academically and personally since joining this school. The extracurricular programs are fantastic and have really helped our child discover new interests and talents. The support and encouragement from the teachers have been exceptional. We are grateful for the positive impact St. Xavier’s School has had on our child’s education and development.

How to Implement Reviews and Success Stories

Your marketing agency can effectively utilise these stories and reviews in driving you more admissions, Here’s how:

1. Feedback Collection: They can set up a system for gathering parent reviews and success stories through surveys, interviews, or online forms.
2. Content Creation: They can develop high-quality content around these reviews and stories, including testimonials, case studies, and visual content.
3. Showcase and Promotion: They can display this content on your website, social media, and other marketing channels to reach a wider audience.
4. Engagement: They can actively respond to reviews and engage with the community to maintain a positive online presence.

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Leveraging positive parent reviews and success stories can significantly enhance your school’s reputation and attract more families. 

By focusing on collecting feedback, showcasing achievements, and promoting these elements effectively, you can build trust and increase interest in your school.

Conclusion

It’s in YOUR hands to make the most of your marketing agency’s efforts.

It involves understanding and addressing several key factors.

Whether it is in knowing your unique strengths, whether people are aware of your brand, how you market your infrastructure, how transparent you are with your pricing, your school team that interacts and closes these admissions or even what they talk about your school – these factors can simply not be ignored, and needs to be worked upon.

We wish you and your agency the best this admissions season.