Are Your Prospective Families Truly Listening?

Imagine this: You've spent weeks planning an open house. The campus is spotless, the faculty is prepped, and the brochures are freshly printed. Parents arrive, they take the tour, and they leave with a smile. Success, right? Not quite.

One parent returns for a visit and drops a bombshell: she left the open house feeling disappointed. She didn't meet any faculty. How could this be? After all, the event was designed for parents to tour the school and meet the faculty. But she left after the tour to take her daughter to a soccer game. She missed the faculty meet-and-greet entirely.

Whose fault is it when the consumer doesn’t consume the message? Spoiler alert: it’s ours.

The Open House Oversight

We pour our hearts into crafting these perfect marketing moments, convinced that if they just show up, they'll get the message. But showing up isn’t enough. They need to engage. They need to truly listen.

Let’s dissect this. The open house had two main parts: a tour and a faculty meet. Simple, right? But not for the parent who had to leave early. She only got half the message. It’s like offering a gourmet meal and you leave because you leave after the appetizer, because you thought you got everything; you were fulfilled in the moment. We had what she wanted, but she didn't consume it.

Making Sure They Consume

This isn’t a one-off. It happens more often than we’d like to admit. So, how do we fix it? Here’s a secret: it’s all about ensuring your audience not just hears your message, but consumes it.

1. Get to Know Your Audience

First things first: understand their needs. Are they juggling sports schedules? Offer flexible event times or virtual options. Think about that parent at our open house. A follow-up call or a recorded faculty meet-and-greet could have made all the difference.

2. Multiple Touchpoints

Don’t rely on one event or one brochure. Spread your message across various channels—emails, social media, phone calls, and follow-ups. It’s about creating a net that catches every potential gap.

3. Personalize, Personalize, Personalize

Generic messages are like wallpaper—easily overlooked. Personalize your communications. Remember our arts program? Parents didn’t know about it despite our glossy brochures. So, we started highlighting the arts in every interaction with parents from specific feeder schools. Suddenly, it was like they discovered a hidden gem.

4. Spoon-Feed the Information

Sometimes, subtlety doesn’t cut it. Be direct. Repeat key messages. In conversations, emails, tours—anywhere and everywhere. Make sure they can’t miss it, even if they tried.

5. Follow-Up Like a Pro

After the event, don’t just sit back. Follow up with a thank-you note, a feedback survey, or additional information. This reinforces your message and shows that you care about their experience. I was lucky with this parent, she returned. They all won’t return; they will leave unfulfilled. Add the cherry on the top that keeps your school fresh in their minds.

Conclusion

Here’s the bottom line: it’s not enough for them to just show up. They need to consume the message. As admission professionals, it’s our job to make sure they’re not just present but fully engaged. Understand their needs, communicate through multiple channels, personalize your approach, be direct, and always follow up. Transform those passive attendees into active, informed members of your school community.

After all, isn’t it time they truly listened?