Attracting students.
WHAT PARENTS AND LEARNERS ACTUALLY DECIDE ON
Reputation, above everything Results Safety Proximity Cost Impressions of the staff and premises
WHY REPUTATION DOMINATES
Education is difficult to assess in advance, so people rely on others' experience.
WHAT THAT IMPLIES
Your current families are your marketing.
WHAT TO PRIORITISE
Serving them well, and asking them to refer.
WHAT TO PROVIDE THEM
Something specific to say about you.
WHAT MARKETING ACTIVITIES WORK
Referrals from current families Open days and visits Visible results Community presence A clear, honest website
WHAT A WEBSITE SHOULD ANSWER
What you offer, at what levels What it costs Where you are How to enrol Who the staff are
WHY COST SPECIFICALLY
Its absence loses families who will not enquire.
WHAT TO SHOW
The premises, the staff and real activity.
WHAT TO AVOID
Claims about results you cannot evidence Images that are not yours Promises about outcomes
WHY PROMISES ABOUT OUTCOMES ARE DANGEROUS
They cannot be guaranteed and they produce complaints.
WHAT TO STATE INSTEAD
What you do, and what past results have been.
WHAT TO MEASURE
Where enquiries come from How many become enrolments
WHAT TO INVEST IN
Whatever produces families who stay.
