From the very first search, through inquiry and application, your school’s brand message plays a vital role in the enrollment funnel. As families near the end of their admissions journey, your school’s brand plays the most influential role in enrolling new students, and welcoming new families into your school’s community.
A brand message is streamlined communication about your business, informed by strategy to convey your unique value proposition (your brand promise) to your target audience.
Your school’s brand is perceived through everything you communicate with your entire community, including prospective families. All outreach should have the same brand message and communication goals in mind. Creating personalized moments with prospective families builds moments of trust and excitement. An entire acceptance package builds a moment of hard-earned celebration. Let’s explore ways to elevate your acceptance packages, and stand out from your competition.
Swag
Including swag items inside your acceptance package is not an innovative idea in itself. However, elevating your swag items to match your school’s brand message instills your mission isn’t just words strung together to sound prestigious. For example:
- If your school promise is about sustainability, don’t send out a bunch of fun plastic sunglasses. Instead, focus on eco-friendly, recycled and reusable gifts.
- If your school’s mission brings the outdoors to the classroom, include items they might use on your outdoor adventures together.
Another way to elevate your swag is by personalizing each box based on the student’s programs of interest. Creating swag items related to each department, club or elective will make students and their families feel heard. While swag is not always original, the thought and meaning behind it can be.
Acceptance Letter
Everything is online these days, but a printed acceptance letter is still an essential tool to build excitement. To make the acceptance letter feel less like a formality, it should be printed on high quality paper and the design should be more than just your standard school letterhead. The design could include photographs, QR codes and call-out boxes with important next steps. It’s important that the design of all components - swag, print materials and website - all encompass the same brand message and guidelines.
Digital Components
Including website URLs, QR codes and hashtags throughout your next acceptance package will provide an opportunity to take this celebratory moment online. Your website should have a dedicated landing page for accepted students where they can take action on the next steps towards enrollment. Your accepted students landing page should include:
- Welcome video
- Enrollment information
- Accepted students day schedule and registration
- Tuition and financial aid information
- Dorming information
- Social media links
Providing families with instant access to all the information they need to enroll will create a seamless and distraction-free experience for them. Keeping them highly engaged will keep your school at the top of their mind through decision day.
Blue Baden is the only marketing and consulting agency specifically designed to help boarding schools reach their potential. We can help your school elevate your accepted students' experience in 2023. Contact Blue Baden today to get started.
