In today’s competitive school environment, many school owners spend time and money to attract attention, but fail to do the one thing that truly drives enrolment: follow up.
A parent walks into your school, fills out an inquiry form, attends your Open Day, or sends a WhatsApp message. Then silence.
No call. No message. No reminder.
That parent may have been a perfect fit. But without a system in place, the interest fades, and they move on to another school, often one that simply followed up.
School enrolment is not a one-step decision. It’s a journey, often involving emotions, questions, comparisons, and sometimes even delays.
Following up shows:
• You care
• You are organized
• You’re serious about the relationship
It helps keep your school top-of-mind and builds trust over time.
A Well-Structured Follow-Up Strategy will include the following;
You must capture the Right Information
It starts with collecting complete data during inquiries:
• Full name of the parent
• Child’s name and age
• Contact details (phone, email, WhatsApp)
• How they heard about the school
• Main concerns or interests (e.g., curriculum, fees, class size)
The more you know, the more personalized your follow-up can be.
Create a Follow-Up Timeline
Not all parents decide immediately. That’s why you need a clear timeline for follow-up. Example:
Day: Action
Day 1: Thank-you message (SMS or WhatsApp)
Day 3: Send brochure, video, or testimonial
Day 7: Call to ask if they have questions
Day 14: Invite them for a personalized tour
Day 30: Final check-in message or school update
Consistency builds trust. But don’t overwhelm—balance persistence with politeness.
Use Multiple Channels
Different parents prefer different platforms. Use:
• WhatsApp for quick updates or friendly check-ins
• SMS for short, official messages
• Email for newsletters, application forms, and documents
• Phone calls when a personal touch is needed
Choose channels that fit the tone of the message and the preference of the parent.
You can Segment Your Contacts
Not all inquiries are the same. Categorize parents into segments like:
• Highly interested (visited the school)
• Mildly interested (requested info but didn’t visit)
• Cold leads (no feedback after first contact)
This helps you prioritize effort and craft messages that meet each group’s needs.
You can Automate Where Possible
If your school receives a high number of inquiries, using basic tools like:
• Google Sheets or Excel to track contacts
• WhatsApp Business for quick replies and broadcast lists
• CRM tools (like HubSpot or Zoho) for managing follow-up flow
This reduces stress and helps your admin or marketing team work smarter.
Ensure you train your team
It’s not just about systems; it’s about people. Ensure your front desk officers and admissions team:
• Know how to talk to parents with empathy
• Understand how to present school strengths clearly
• Are confident and professional in follow-up communication
Your people carry your brand in every call or message they send.
Sometimes, the only difference between a school with empty seats and one with a waiting list is follow-up.
Parents appreciate attention to detail, helpful reminders, and a school that seems genuinely interested in them, not just their money.
Follow-up is not pressure. It’s a partnership.
Marketing may get attention, but follow-up builds relationships, and relationships drive enrolment.
So, review your school’s current approach:
• Are you capturing inquiries properly?
• Is there a follow-up system in place?
• Do you check in, or do you wait for parents to come back?
Build the system, train your team, and commit to it.
Because in school growth, the fortune is often in the follow-up.
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