Hosting Events & Open Houses
There’s no better way to convert interest into enrollment than getting families in the building. Open houses and in-person events give prospective families a chance to meet your staff, see your school culture, and envision their child as part of your community. Done well, they create trust and momentum—and often lead directly to applications.
Events don’t need to be fancy. They just need to be well-timed, welcoming, and supported by follow-up.
✅ Pros of Open Houses & Events:
Builds trust: Face-to-face interactions are more impactful than any flyer or ad.
Drives conversion: Families who attend are much more likely to apply.
Flexible format: Can be informal (walk-in tours) or structured (presentation + Q&A).
🚫 Challenges of Event-Based Marketing:
Requires planning ahead: You'll want at least 3–4 weeks of promotion.
Dependent on attendance: Success hinges on getting families in the door.
Needs follow-up: Great events with no post-contact often don’t convert.
🏫 Should Your School Host Events?
Yes, events may be a good fit if:
You have an enrollment deadline approaching.
You’re a newer or growing school that needs to establish its presence in the community.
You want to re-engage families who showed interest but haven’t applied.
Events may not be as useful if:
You only have a couple remaining seats to fill.
You haven’t promoted your event early enough to generate attendance.
🛠️ Getting Started with Events:
Set a Clear Goal:
- What do you want to accomplish? (e.g., 20 RSVPs, 10 applications, 5 tours scheduled).
Pick a Strategic Date & Time:
Avoid school breaks, holidays, or big sports events.
Evenings and Saturdays tend to work best for working families.
Plan Your Program:
Keep it simple: welcome families, share your key messages, offer a tour, and end with a clear next step.
Have enrollment staff or your community coordinator available to answer questions.
Promote the Event:
Post on social media and email your contact list.
Create a Facebook event and/or Google Form to track RSVPs
Use direct mail, robo-calls, or flyers to invite local families.
Consider a small Facebook ad campaign targeting parents within 2-5 miles.
Make It Personal
Offer light refreshments, student-led tours, or staff meet-and-greets.
Display student work or play a video showcasing school culture.
Follow Up Promptly
- Within 48 hours, follow up by phone, text, or email to thank attendees and encourage next steps.
💸 Budget Considerations:
Refreshments: $50–$150
Printed signage or materials: $50–$100
Optional ads: $50–$100 for social media targeting; $0.25–$1.00 per postcard if sending direct mail (design, print, postage)
📈 How to Measure Success:
Number of RSVPs and total attendance.
Number of applications submitted within a week of the event.
⚠️ Common Mistakes to Avoid:
Promoting the event too late or too little.
No clear call-to-action at the end of the event.
Forgetting to follow up with attendees.
Making the event too long or overly formal.
📝 Workspace & Notes:
Event Date/Time
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Target Attendance Goal
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Planned Event Marketing and Promotions
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Follow Up Plan for Event Guests
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