Imagine this: A family walks through your school’s doors for the first time. They’re excited, hopeful, and a bit overwhelmed by the choices ahead. They leave the tour impressed but not yet convinced. What happens next can make or break their decision to choose your school. This is where the power of follow-ups comes into play. For enrollment management professionals, mastering the art of follow-up communication with the write touchpoint is essential to converting prospective families into committed members of your school community. According to McKinsey & Company the consumer needs 12 with your admission counselor, faculty, coaches, and administrators and dozens more with your branding and third-party websites.
The Power of the Follow-Up
A single interaction is rarely enough to make a lasting impression. Think of the follow-up as your second chance—an opportunity to reinforce your message, address any lingering questions, and build a relationship. It’s about showing families that you genuinely care about their child’s future and that your school is the right place for them.
Why Follow-Ups Matter:
- Reinforcement: A follow-up allows you to reiterate the key points from your initial interaction, ensuring that the family remembers what makes your school unique.
- Addressing Concerns: It gives you a chance to address any questions or concerns that may have arisen after the initial meeting.
- Building Relationships: Consistent communication helps build trust and shows that you are invested in their decision-making process.
Effective Follow-Up Techniques
So, how do you ensure your follow-ups are effective? Let’s dive into three key strategies: timeliness, providing value, and being available.
- Timeliness: The Sooner, The Better
- Picture this: a family tours your school on a Monday morning. By Monday evening or Tuesday morning, they should receive a follow-up email. Timeliness shows that you value their time and are eager to assist.
- Example: “It was great meeting your family today! I wanted to share some upcoming events where you can see our community in action. Also, feel free to reach out if you have any questions.”
- Provide Value: Keep the Engagement Going
- Each follow-up should offer something new. This could be information about upcoming events, introductions to faculty members, or additional resources that might interest the family.
- Example: “We have a school play next Friday that showcases our students’ talents. We’d love for you to attend and get a glimpse of our vibrant community. Also, here’s a brochure with more details about our arts program.”
- Be Available: Open the Lines of Communication
- Ensure that families know how to reach you. Provide direct contact information and encourage them to ask questions or schedule another visit.
- Example: “I’m here to help with any questions you might have. Please don’t hesitate to call or email me directly. If you’d like, we can also arrange another visit to discuss specific programs in more detail.”
Making It Personal
Follow-ups are most effective when they feel personal. Do you understand the particularly problems, needs, wants, or desires they are trying to address? Avoid generic messages and take the time to tailor your communication to each family’s interests and needs. Mention specific details from your interaction to show that you were paying attention and genuinely care about their child’s future.
Example of a Personalized Follow-Up: “Hi Smith Family,
It was wonderful to meet you and Alex during your visit yesterday. I remember Alex was particularly interested in our robotics program. I’ve attached a brochure with more details and photos of our latest projects. Also, our robotics team has a competition coming up next month. We’d love for you to come and see them in action!
Please let me know if you have any questions or if you’d like to schedule another visit.
Best regards, [Your Name]”
Insufficient Resources: Not an Excuse
Claiming “not enough time” is an unacceptable response to enrollment challenges. The Admissions Office must be adequately staffed to stay current with market trends. In my experience with enrollment management, our greatest advantage was that our competitors failed to allocate sufficient resources for consistent follow-ups. The potential loss in revenue far outweighs the cost of hiring the necessary personnel to ensure enrollment success.
By investing in a well-resourced Admissions team, schools can maintain a more competitive edge and increase the chance for a steady enrollment, ultimately safeguarding their financial stability and growth.
Conclusion: Turning Prospects into Part of the Family
Follow-ups are more than just a courtesy; they are a critical part of your enrollment strategy. By being timely, providing value, and making yourself available, you can turn a single interaction into a lasting relationship. Remember, the effort you put into following up with prospective families shows them that your school is not just another option but the best choice for their child’s education.
