Strategies for Communicating with Prospective Families

Welcome back to School Talk!

Hello again, wonderful educators, school leaders, and administrators! I’m Joan Bakker , your ever-enthusiastic host and COSCU ’s Media, Communication, and Outreach Manager. Today, we're diving into a topic that’s as important as it is tricky—communicating with prospective families. Whether you’re a seasoned pro or a newbie at this, there’s always something new to learn about making a great first impression.

Let’s be honest: attracting new families to your school can feel a bit like speed dating. You’ve got a limited amount of time to show them who you are, what you stand for, and why they should choose your school over the one down the road. No pressure, right? But fear not, because with the right strategies, you’ll have those families swiping right faster than you can say “open enrollment.”

First things first—know your audience. Every family is different, and their reasons for considering your school are as varied as their coffee orders. Some are looking for academic excellence, others want a supportive community, and a few might just be drawn to your shiny new playground. The trick is to find out what matters most to them and speak directly to those needs.

Start by being authentic. Families can spot a sales pitch a mile away. Instead of trying to sell them on your school, invite them to become part of your community. Show them that you’re not just filling seats, but that you genuinely care about their child’s education and well-being. Be honest about what your school offers—and what it doesn’t. Transparency builds trust, and trust is the foundation of any good relationship.

Now, let’s talk about your communication channels. In today’s digital world, it’s not enough to just have a flashy brochure (though a well-designed one never hurts). You need to meet families where they are—online. Your school’s website is often the first stop on a family’s journey, so make sure it’s up to date, easy to navigate, and full of useful information. And please, for the love of all things good, make sure it’s mobile-friendly. There’s nothing worse than trying to pinch-and-zoom your way through a school website on a smartphone.

But don’t stop at your website. Social media is a powerful tool for connecting with prospective families. Use it to showcase the everyday life of your school. Share photos of school events, highlight student achievements, and give shout-outs to your amazing staff. Keep the tone light and engaging—this isn’t the place for formal, stiff updates. Instead, think of your social media as a window into your school’s culture.

Here’s where a little humor can go a long way. Families want to know that your school is a place where their child will be happy, supported, and—dare I say it—have fun. So why not inject a bit of personality into your posts? A funny caption on a photo of students enjoying recess or a light-hearted video tour of your campus can make your school feel approachable and welcoming.

Sample Template for a Welcome Email:

Subject: Welcome to [School Name]—We’re Excited to Meet You!

Dear [Family Name],

We’re thrilled that you’re considering [School Name] for your child’s education. Choosing the right school is a big decision, and we’re here to make that process as smooth as possible.

[Brief intro about the school’s values and what makes it unique—keep it warm and welcoming.]

We’d love to invite you to our upcoming Open House on [Date]. It’s a great opportunity to meet our staff, tour the campus, and see firsthand why our students love it here.

Looking forward to seeing you soon!

Best, [Your Name] [Your Title]

Sample Template for a Social Media Post:

Caption: We’ve got a seat saved just for you! ?? Join us at our Open House on [Date] and discover why [School Name] is the perfect fit for your family. (Hint: It’s not just our awesome playground.) #OpenHouse #SchoolCommunity

[Include a photo or video of students enjoying a school activity.]

Moving on, let’s chat about events. Open houses, school tours, and info nights are all fantastic opportunities to connect with prospective families. But here’s the thing—families are busy, and they need a good reason to attend. Make your events stand out by offering something valuable, whether it’s a chance to meet current parents, a Q&A session with the principal, or even a fun activity for the kids.

And don’t forget to follow up. After an event, send a personalized email thanking families for coming and inviting them to reach out with any questions. Include links to any resources they might find helpful, like an FAQ page or a virtual tour of the school. The goal is to keep the conversation going and make them feel valued, even if they’re not ready to make a decision right away.

Sample Template for Event Follow-Up Email:

Subject: Thank You for Visiting [School Name]!

Dear [Family Name],

Thank you for taking the time to visit us at [Event Name]! We loved showing you around and hope you got a sense of what makes [School Name] such a special place.

[Include a brief recap of the event and any next steps.]

If you have any questions or would like to schedule another visit, please don’t hesitate to reach out. We’re here to help in any way we can.

Warm regards, [Your Name] [Your Title]

Now, let’s tackle one of the trickiest parts—handling objections. Every school has its strengths, but it also has areas that might not align with every family’s needs. Maybe your school is known for its academic rigor, but a family is looking for a more relaxed approach. Or perhaps your school is faith-based, and they’re seeking a secular environment.

When faced with objections, don’t shy away. Instead, acknowledge the concern and offer a balanced perspective. Explain how your school approaches that particular issue and provide examples of how other families have found a good fit despite similar concerns. And if you’re not the right school for them? That’s okay, too. It’s better to part ways on good terms than to try to force a match that isn’t meant to be.

Sample Template for Addressing Objections:

Subject: Thank You for Your Interest in [School Name]

Dear [Family Name],

We appreciate your interest in [School Name] and understand that choosing the right school is a big decision. You mentioned [concern] in our conversation, and I wanted to take a moment to address that.

[Provide a thoughtful response to the concern, including how your school handles it and any relevant examples.]

If you’d like to discuss this further or have any other questions, please feel free to reach out. We’re here to help you make the best choice for your family.

Best regards, [Your Name] [Your Title]

Finally, remember that communication with prospective families doesn’t end once they’ve enrolled. The transition from prospective to current family should be seamless. Keep the lines of communication open with welcome events, orientation sessions, and ongoing check-ins. Make sure they feel just as supported after they’ve joined your school community as they did during the decision-making process.

This brings me to an important point—why all this matters. At COSCU Changemakers , we’re committed to achieving SDG4: Quality Education for All. Part of that mission is ensuring that every child has access to a school where they feel welcomed, supported, and engaged. By refining your communication strategies with prospective families, you’re not just filling seats; you’re helping to build a community that supports every student’s right to a quality education.

So, I invite you to register your school as a learning partner in our program and contribute to this vital cause. Together, we can make a difference—one family at a time.

Thanks for reading, and until next time, keep those conversations going! Whether it’s with a prospective family, a current one, or even your fellow educators, remember that communication is the key to building the strong, supportive communities that our students need to thrive.

Joan Bakker Media, Communication, and Outreach Manager COSCU