SCHOOL OPEN DAYS 2021: SETTING YOU UP FOR SUCCESS - ambleglow.co.uk

SCHOOL OPEN DAYS 2021:
SETTING YOU UP FOR SUCCESS
                        ambleglow.co.uk

AGENDA

WELCOME TO
THE WEBINAR
•   INTRODUCTIONS
•   LEARNINGS FROM COVID
•   3 KEY TRENDS FOR 2021/2022
•   TOP TIPS
•   ROUND TABLE
•   ASK THE EXPERTS Q&A

INTRODUCTIONS

PANELLISTS

SALLY ALEXANDER     PHILIPPA SCUDDS           SARA STOCKDALE
MANAGING DIRECTOR   DIRECTOR OF MARKETING &   ASSOCIATE ASSISTANT PRINCIPAL &
AMBLEGLOW           COMMUNICATIONS,           HEAD OF COMMUNICATIONS,
                    CANFORD SCHOOL            SURBITON HIGH SCHOOL

PROS
             Creative thinking – virtual tours, on demand videos.
             Cost effective – no catering or merchandise.
             Accessibility.
LEARNINGS    Zero travel – great for international recruitment.

FROM COVID
IN 2020.
             CONS
             No shows.
             Hard to keep people’s attention.
             Staff needed to be more concise for online.
             Live element a challenge to co-ordinate.
             Impersonal.

SURVEY 2021
                                                      WHAT TYPE OF OPEN DAYS
                                                      ARE YOU PLANNING
                                                      THIS YEAR?
 80

 70             68%

 60

 50

 40
                                          31%
 30

 20

 10                                                              2%

  0
              IN PERSON                 HYBRID                  ONLINE

                          Members of School Marketing Matters

TRENDS

KEY TRENDS FOR SCHOOL
OPEN DAYS IN 2021/2022

OUT ONE SIZES FITS ALL

    IN   PERSONALISATION

•    Build your customer personas.
•    Understand your families’ requirements
     pre-tour. What are they looking for?
     What interests them?
•    Personalised comms.

“Universities on open days are
like Photoshopped celebrities:
cleaner, prettier versions of
reality where the ugly bits are
all hidden from view.”
THE GUARDIAN

TRENDS

KEY TRENDS FOR SCHOOL
OPEN DAYS IN 2021/2022

OUT GLOSS       IN   AUTHENTICITY

      •   Show, rather than tell. Don’t be afraid to
          show your school how it really is.
      •   Parents want authentic, not gloss.

TRENDS

KEY TRENDS FOR SCHOOL
OPEN DAYS IN 2021/2022

OUT RIGID STRUCTURE        IN   FLEXIBILITY

      •   Small, in-person group tours
      •   Self-guided tours – audio tours
      •   Bespoke 1:1 tour
      •   Virtual consultation
      •   360 Virtual tour via website
      •   Virtual Q&A – weekly at the same time
      •   Chatbots

TOP TIPS

MY TOP TIPS – BEFORE
    OWN THE GOAL

    STEP INTO THE SHOES OF PARENTS

    MAP YOUR PROCESS FROM START TO FINISH

    DON’T STRUGGLE ALONE

   COMMUNICATE YOUR COVID PROTOCOLS

   HAVE A BACK UP PLAN

TOP TIPS

MY TOP TIPS – BEFORE
    BE CREATIVE WITH THE EXPERIENCE –
    LOOK TO HIGHER ED SECTOR

CREATIVITY

UNIVERSITY
OF
MANCHESTER
APP
INCLUDING
GUIDED TOUR

CREATIVITY

UNIVERSITY
OF READING
STUDENT
CHAT

CREATIVITY

ACCESS ABLE
DISABILITY
GUIDE

TOP TIPS

MY TOP TIPS – DURING

    LEAD WITH PUPIL VOICES

    ‘WHY’ NOT ‘WHAT’

    BE PREPARED FOR THE TOUGH
    QUESTIONS
    BE CLEAR ON NEXT STEPS

TOP TIPS

MY TOP TIPS – AFTER

    THANK FAMILIES FOR COMING AND CTA
    REMINDER

    HOLD A DEBRIEF SESSION – WHAT
    WORKED/WHAT DIDN’T

    REACH OUT VIA YOUR PLAN’S TOUCH POINTS –
    AUTOMATION AND VIA PHONE

    SEEK FEEDBACK ON WHAT COULD HAVE BEEN
    IMPROVED VIA A SURVEY

ROUND TABLE

ROUND TABLE
DISCUSSION    PHILIPPA SCUDDS           SARA STOCKDALE
              DIRECTOR OF MARKETING &   ASSOCIATE ASSISTANT PRINCIPAL
              COMMUNICATIONS            & HEAD OF COMMUNICATIONS
              CANFORD SCHOOL            SURBITON HIGH SCHOOL

RESOURCES

GOV.UK: COVID-19 GUIDANCE ON EVENTS
https://www.gov.uk/guidance/working-safely-during-covid-19/events-and-
attractions?fbclid=IwAR1QxlfIQ3SF2S3injyc-WM9U9sjsZ1wT7I1zXOT0Qeifb-lShloguCFgyo#risk-3

CUSTOMER PERSONAS TEMPLATE
https://www.ambleglow.co.uk/customer-personas-
template-and-examples-for-your-school/
                                                                               Don’t forget to
AMBLEGLOW RESOURCES                                                           join the ‘School
https://www.ambleglow.co.uk/category/resources/                                     Marketing
                                                                              Matters’ Closed
                                                                                     Facebook
                                                                                       Group!

THANKS FOR JOINING US!
T: 01628 773930
E: hello@ambleglow.co.uk
W: ambleglow.co.uk