In partnership with
PROLOGUE
Leave the Light On
Right now, somewhere in your market, a family is Googling your school.
Not because they saw your ad. Because they just realized their current school isn't the right fit, or their child didn't get into their first choice, or they simply missed the fall enrollment window and are quietly wondering if there is still a path forward.
This happens every spring. And most schools are completely unprepared for it.
The families who inquire in October do so at the peak of your marketing efforts. Everything is humming. But the families who start researching in late March are doing so in silence. They are not calling your admission office. They are reading your website at 10 pm, trying to figure out if your school is even worth a conversation.
If your website isn't ready for them, you will never know they were there.
So what does ready look like?
It means your FAQs answer the questions a late-stage family is actually asking. Do you accept mid-year students? Is there still space for next fall? What does financial aid look like for families who apply late?
It means your inquiry form isn't buried three clicks deep. If a motivated family lands on your homepage tonight and can't figure out how to reach you in thirty seconds, they will move on to the school down the road.
Spring inquiries are not a consolation prize. Some of the best families come through the side door in March and April.
They just need someone to leave the light on.
Thanks,
Brendan
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For MarCom Society Members Only
Beware the Em-Dash
The Limitations of AI in creating school messaging and marketing
There’s no question that AI can be a tremendous asset in creating and refining marketing and messaging for schools. But there are also significant limitations to using AI, and the proliferation of em-dashes is just the tip of the iceberg. AI can significantly limit creativity, originality, and depth, diminishing effectiveness and leaving lots of sizzle but little steak. In this presentation, you will learn more about AI’s limitations and, through specific examples, discover strategies to realize the fullest potential of AI.
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