Between the paperwork, deadlines, and the emotional weight of such an important decision, the last thing a family needs is a confusing, impersonal admissions experience. What parents and students want most is simplicity, reassurance, and connection.

To create a process that resonates on a personal level, breaks down barriers, AND simplifies the path to enrollment, sometimes, the little touches can make an ordinary admissions experience extraordinary.

From the warmth of personalized messages to the ease of a mobile-friendly admissions page, these overlooked admissions and enrollment strategies go above and beyond the basics to make sure every touchpoint is a meaningful part of a family's enrollment journey. 

It’s easy to overlook these subtle but powerful strategies for increasing student enrollment, but with a little planning, they can help turn your admissions experience into a seamless approach that removes barriers and reassures families that they've made the right choice.

1. Personalize Your Admissions Communications

Personal touches will make families feel more connected, seen, and valued by your school. Instead of sending the same greeting and messages to all contacts (yawn...), use the information you have about prospective students and their families to tailor your communications.

By collecting information about a student’s interests, goals, and aspirations, your admissions office can personalize admission emails, create campaigns, and target specific individuals with tailored content and messaging. This could mean sending invites to athletics games to a student interested in sports, or a behind-the-scenes tour of the musical for students who love theater.

Just like Charlotte Latin School has done with its inquiry form through Finalsite Enrollment, collecting information about hobbies and interests can help build those ever-important relationships with families.

Don't Forget: Initial communications are important but don’t forget about the follow-up. After a family visits your school or attends an event, follow up with them to get their feedback and answer any questions they might have. Asking for feedback shows that you value their opinions and gives you insights into how you can improve the enrollment experience for them and other families.

2. Upgrade Your Website's Navigation

A well-organized admission section can significantly reduce confusion and help families find the information they need quickly. Ensure your school's website (especially its admissions section) is easy to navigate and provides all the information about your admissions and enrollment process.

This includes clear menus, helpful resources, and an intuitive page design and layout that guides prospective families through your site.

Culver Academies turned its navigation into an experience! With beautiful imagery, quick links, and an intuitive menu structure, first-time visitors are treated to a smooth user experience while they browse the site and jump from page to page.  Love that photo!

3. Comment and Connect on Social Media

An active social presence can be a powerful tool for your admissions strategy and the right posts can build relationships and keep your school top-of-mind among prospective families. Share stories, events, and updates about your school regularly by leveraging social media platforms to connect with prospective students.

Mercy High School Burlingame loves to share fun and engaging admissions content with its extended community. Have your admissions team post content, but don’t forget to engage with your audience by responding to comments and messages—social media is a two-way street!

Having a separate account for admissions can be an interesting strategy—with a specific audience, a flexible posting schedule, and focused content: you certainly have the attention of prospective students. Consider it carefully—running an admissions account can be resource-intensive and there’s always the potential for inconsistent branding.

Keep Reading: Social Media for Schools | Strategies for Admissions Offices

Misericordia University has integrated its social posts with a feed straight onto its admissions page, a great strategy for bringing the latest content right in front of prospective students.

4. Don't Forget to Include the Parents

Enrolling a student means welcoming their whole family into the school community, and showing parents the vibrant community they can be a part of might influence the final decision. Actively engaging parents by highlighting the social network and growth opportunities available to them.

Special events, meet-and-greets, guest speakers, and volunteer opportunities offer a glimpse into your school’s parent culture and the active role they play.

Visitation School outlines its parent community and discusses what it truly means to become part of the “visitation family.” As part of its admission pages, it’s sure to catch the eye of prospective parents looking for more information about the families on campus and the connections that can easily become life-long friendships.

5. Answer FAQs—with a Twist

Instead of a standard list of frequently asked questions, consider putting a little spin on your answers with short video answers, links to related content, or even students who can provide instant responses to common questions.

An interactive FAQ makes it easier—and more engaging—for families to get the answers they need without waiting for a response from your school.

Cor Jesu has student responses to commonly asked questions on its admission pages. Tower School takes a similar approach with video clips featuring authentic student voices and stories sharing what it’s like to be at Tower.

6. Translate Your Admissions Pages

If you’re a school serving a particularly diverse group of families, ensure your admission pages can be read and understood by everyone. Adding translation features to your admission pages and inquiry forms will open your enrollment journey up to an even greater number of students.

Lyceum Kennedy French American School, a bilingual school in NY, welcomes a range of non-English-speaking families. Weglot’s translation software allows users to easily translate its site into multiple languages with just a click. Breaking down language barriers can be invaluable when families are looking for information about financial aid, college admissions, or examples of student success.

7. Make Enrollment Mobile-First

Develop a mobile experience that simplifies the enrollment process, making it easier for families to browse your site, engage with content, and — hopefully—inquire. With more than half of website traffic coming from a mobile device, mobile-first admission pages will create a better user experience and streamline user engagement.

The Woods Academy's admission pages are focused on the mobile user, with easy drop-down navigation, large image buttons that double as calls-to-action, and limited text that’s easy to read while on the go.

Key Takeaway

These strategies are all designed to make the admissions journey a little more informative, memorable, and easier for students and parents—everything your users want and expect nowadays. When your school's admissions process is more personal and engaging, you’ll show what your school truly stands for while building meaningful relationships with prospective families.

ABOUT THE AUTHOR

Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. As Finalsite’s Senior Content Marketing Manager, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.