How to Attract and Enroll More Full-Pay Families to Your K-12 Private School
Imagine walking into a store with a clear intention to buy. You’re welcomed, guided through the aisles, and given personalized recommendations. You feel valued, understood, and convinced that this store has exactly what you need. Now, let’s translate that experience to the admissions process at your school. Here’s how you can craft a yield strategy that will help your school matriculate more of the desired full-pay applicants.
- Develop a Clear Plan
Without a plan, you’re navigating in the dark. Whether it’s a formal document or a shared understanding, brainstorm with your team and lay out the steps. Your plan is the map that guides your yield strategies, ensuring everyone is on the same page.
- Assemble Your Allies
Your plan’s execution depends on a diverse team. Group A includes selected employees – administrators, faculty, and staff. Group B consists of your disciples – alumni, current and former parents, and students. Group C comprises referring parties – secondary placement professionals, educational consultants, and day care providers. Tailor your approach to each group’s unique needs and roles in the yield process.
- Know Your Audience
Full-pay families are not monolithic. Understand the nuances between urban and rural full-pay families to tailor their experiences accordingly. This segmentation allows for more personalized and effective interactions. Consider a segmentation format such as NAIS’s Job-to-be-done.
- Equip Your Team
Everyone involved needs to understand your brand message. Create a written description of your brand that your allies can use to consistently describe your educational offerings. You want families to hear a unified message that makes them eager to be part of your community.
- First Impressions Matter
First contact can happen at any time – a phone call, a visit, or an impromptu conversation. Ensure all employees understand their influence on prospective families. Even the maintenance person can make or break a family’s first impression. Leadership should regularly remind staff of their impact.
- Purposeful Experiences
Each event should clearly communicate how your school meets the families’ educational needs. For instance, a student panel should demonstrate student engagement and the positive peer environment. These events should leave no doubt in the families’ minds that your school is the right choice.
- Personalized Contacts
Identify key contacts for personalized interactions – coaches, teachers, advisors, etc. Ensure these individuals are prepared to convey your brand’s strengths alongside their specific expertise. These conversations can significantly influence a family’s decision.
- Leverage Ambassadors
Student and parent ambassadors can be powerful advocates. Know their stories and biases to ensure they reinforce your message effectively. Their authentic testimonials can tip the scales in your favor.
- Highlight Revisit Days
Revisit Days for accepted students are crucial. This event should be your best marketing performance, showcasing everything that makes your school unique and desirable. Invest time and resources to make it unforgettable.
- Address Objections Head-On
Identify common objections families might have – location, specific programs, single-sex environment, after-school care, etc. Acknowledge these concerns and focus on the exceptional value your school provides that outweighs these objections.
- Analyze and Adjust
Regularly review data on who participates in your events and experiences. This analysis helps you understand what works and what doesn’t, allowing you to refine your strategies. Always track full-pay applications to gauge the effectiveness of your efforts.
Conclusion: Implement and Thrive
Now imagine this scenario: A family is considering your school but is hesitant because of the distance from their home. You’ve already anticipated this objection and addressed it by highlighting the unique opportunities and superior education your school offers that no other institution can match. You connect them with a current parent who shares a similar commute and swears by the positive impact of the school on their child. The family is convinced, enrolls their child, and becomes your newest disciples.
By following these 11 tips, you’re not just creating a yield strategy; you’re crafting a comprehensive, intentional experience that speaks directly to the needs and concerns of full-pay families. This approach not only increases your yield but also builds a strong, loyal community that values and supports your school’s mission. Implement these strategies today and watch as your school thrives with a more focused and effective yield program. If you have questions or need further clarity, let’s keep the conversation going in the comments.
