Not all prospective parents that attended your open days convert into school admissions and that’s perfectly normal. However, with the right retargeting strategies, you can reconnect with these parents and encourage them to take the next step. Retargeting is about offering value and guidance at the right time.
In this guide, we explore how to effectively retarget parents who didn’t admit their children the first time around.
Segment your audience for better targeting
The first step in any successful retargeting campaign is segmentation. Parents engage with your school in different ways, so understanding these differences will allow you to craft more personalised messages. Start by grouping prospective parents into specific categories. Parents who visited your admissions page but didn’t fill out an application are different from those who attended an open day or signed up for a newsletter.
Using tools like Google Analytics or HubSpot makes it easy to create audience lists based on user behaviour. For example, if a parent attended an open day but didn’t apply, you can send them a targeted follow-up email with testimonials from other parents who did apply.
A well-segmented audience ensures that your retargeting messages are relevant and more likely to convert.
Retarget with social media ads
Social media platforms like Facebook and Instagram are highly effective for retargeting. These platforms allow you to create custom audiences based on website visits and engagement.
The key is to make your ads visually appealing and direct. A carousel ad showcasing school facilities and happy students creates a sense of connection. A clear call to action like “Apply Now” or “Join Our Next Open Day” increases the chances of conversion. Adding urgency with a deadline, such as “Applications close on November 8th— secure your place today,” can further motivate action.
Create a personalised email marketing campaign
Email marketing remains one of the most effective tools for retargeting prospective parents. However, generic mass emails are unlikely to have much impact.
Create segmented email campaigns based on previous interactions. If a parent attended an open day, reference that event in the email: “We loved meeting you at our Open Day! Our admissions team is available to answer any questions you have. Applications close soon — secure your child’s place today!”
Include helpful resources like an admissions checklist, success stories from alumni, and an FAQ document. Strong calls to action, such as “Book a video call or arrange a tour to find out more,” provide parents with a clear next step.
Adding also a personal touch, like a follow-up call from the headteacher, can also help parents feel valued and more likely to engage.
Offer valuable content
Offering exclusive content is a great way to build trust and provide value.
Create resources like a downloadable ‘Admissions Success Guide’, a virtual tour of the school, or a detailed FAQ document answering common concerns. This not only gives parents the information they need but also helps you build a more detailed prospective parent list.
Build lookalike audiences to expand your reach
Lookalike audiences are a powerful way to reach new prospective parents who share similar characteristics with those who have already shown interest in your school.
By creating a lookalike audience on platforms like Facebook and Instagram, you can target parents with similar demographics, behaviors, and interests.
Retargeting prospective parents who didn’t convert the first time is about creating meaningful touchpoints and building trust. By combining personalised email campaigns, social media ads, dynamic content, and personal follow-ups, you can keep your school top of mind and address any hesitation. The key is to stay relevant, offering valuable insights and making parents feel supported. The key is to engage thoughtfully and consistently, helping parents feel confident that your school is the right choice for their child’s future.
At Digithrive for Schools, we’ve helped leading schools increase their open day attendance with strategic, targeted marketing. If you’d like to explore how we can help boost your school’s open day rates and drive more engagement, contact us here.