Summer in an admissions office can be a quiet time for enrollment, a stark contrast to the busy fall season filled with prospective families, tours and events. You may still be working with families who are applying during the summer, but chances are you have some time to focus on other areas of admissions that get sidelined during the regular season.
Use your summer wisely to “close” the year just finished to discern what worked well and what needs tweaking and to plan for a great fall season ahead.
Complete a thorough review to analyze your enrollment data.
Now is the time to take a close look at the past year’s enrollment numbers, considering factors like yield rates, application trends and demographic data. Did enrollment trends or demographic patterns change? Look at this data alongside any survey feedback you received from enrolled and non-enrolled families.
Do you see a notable increase in applications from a new zip code but no enrollees? This may coincide with survey results indicating that families chose elsewhere due to a lack of transportation. Data like this can help you determine if a new bus route is in order.
Take a close look at feeder school trends. Is one feeder school providing you with more applicants than another? Summer is a great time to strengthen those school relationships. Invite feeder school directors to lunch, or better yet, bring lunch to them and learn more about their program. Set up a date in the fall when school is in session to bring these feeder school directors to your campus for a special tour.
Evaluate your admissions processes.
Dig deep into what worked well (and not so well) this past admissions cycle. Things to consider:
Did admissions events meet the mark and accomplish your goals? You may consider expanding (or shortening) the roles of other administrators at these events. Or you can offer an off-campus event for prospective families in an area of town or region where you have noticed an increase in applicants.
Is your student/parent ambassador program working well? This is the time to recruit new parents and train them or invite them to training that takes place at the beginning of the year. Summer training may work best before the busy back-to-school season. Get on their calendars now before August events and activities fill their schedules.
Evaluate your testing materials. Are they still the best measure of future success at your school? Set aside time to chat with everyone on your team involved in testing. This may include division directors and faculty not on campus in the summer. Consider an early summer Zoom session, or a survey sent to specific faculty and administrators, so you have time over the summer to entirely reevaluate.
Other procedures to consider over the summer: application review, decisions, financial aid and enrollment process. Meet with your team to compile feedback. You may determine that you already use best practices, but an annual evaluation is always helpful to ensure the best methods are in place to achieve your goals.
Refresh your materials.
Update your admissions materials as needed, both in print and online. Are photos out of date, or do they include images of students or faculty who are no longer at your school? Are there staff changes that justify new names on the website?
Programmatic changes may also justify brochure and website updates an update in your brochures and on your website. Work with your communications office on any redesigns and reorders early in the summer to ensure timely delivery. Order any materials (envelopes, thank you cards) you will need in the coming year.
Do you have automated email messages that need to be updated or refreshed? This is the time.
How up-to-date is your database? Are there duplicates?
Summer cleanup applies to technology, too. Review the analytics from your website traffic. What pages are users going to? How much time do they spend there? What’s the journey to get to and from your admissions and tuition/financial aid pages? When do users bounce? This data can help you tweak your web presence to ensure that prospective families are finding the information they need to easily fill your funnel.
Check to be sure your website links work. Get all your fall and winter admissions dates on your website now so families can plan.
Take a look at your tour guide material and ambassador training. Are there new buildings on campus that require a tour route change? Any programmatic changes should also be updated in the parent/student ambassador training materials.
Invest in your team.
Admissions season is busy, and having an office that works well together is key. Strengthening office relationships helps foster a positive work environment. Consider a retreat off campus where everyone participates in team-building activities. This is also a great time to focus on office goals, collective and individual.
Because the admissions season moves at a fast pace, team members may find themselves answering questions they don’t usually field, or giving tours to parts of campus that are not within their usual route. Spending time during the summer cross-training team members will ensure you have great coverage during those busy days.
Take time to rest.
Summer is also a time to relax and slow your pace. While summer is a great time to refresh your admissions program, it is also a time for you and your team to downshift, relax and refresh yourself. Be sure to take time away from the office. Take time off to enjoy yourself, and give yourself a much-needed and much-deserved break. Often, stepping away from your work environment gives you a fresh perspective when you return.
Don’t take our word for it. The Harvard Business Review details the physiological, mental, emotional and social benefits of taking a vacation.
Happy Summer!
Here’s a little “summer reading” for some admissions season inspiration:
- Start your fall admissions planning now. Read the Ultimate Checklist for a Smooth Fall Enrollment
- Collaborate with your communications colleagues to keep your school top of mind on summer social media. Check out Summer Engagement Tips to Keep Your School in the Spotlight.
Ready to supercharge your school’s enrollment strategy? Connect with our experts at Kalix Marketing Group—we’re here to help. Let’s talk!
