How to Boost Attendance at Your School's Autumn Open Days

With autumn around the corner, it's that time of year when schools just like yours begin preparing for open days again. Of course, these events are crucial opportunities to showcase everything your school offers.

How will you truly resonate with those budding academic superstars, sporting sensations and entrepreneurial enthusiasts...and hit the right notes with their parents, too?

That's the premise of this blog - to ensure your open days are fully booked and filled with engaged, enthusiastic visitors who are actually likely to convert.

At Mr Flyer, we've been helping schools take on new pupils for over a decade. Our tried-and-tested approach centres on one of the most effective yet often overlooked marketing tools: leaflet distribution.

Leaflet Distribution in School Marketing

You might wonder, in this digital age, does leaflet distribution still work? The answer is a resounding yes! Leaflet distribution remains one of the most direct and impactful ways to reach your local community, especially when it's part of a broader marketing strategy.

Unlike digital ads that can easily be ignored or missed, a well-designed leaflet delivered straight to the homes of your target audience offers a tangible connection—a moment in the hands of a parent considering the best school for their child.

Over the past 10 years, we've perfected a strategy that consistently helps schools achieve their open-day goals: Drip Effect Marketing. This approach ensures that your message is not only seen but remembered, leading to increased attendance and engagement at your events.

Drip Effect Marketing: A Proven Strategy for School Open Days

So, what does Drip Effect Marketing strategy involve? It's all about creating a sustained presence in the minds of your prospective families, building anticipation, and maintaining interest. Here's how to do it:

1. Build Up with an Initial Invite (1-2 Months Before the Event)

Timing is everything. Start by sending out an initial invitation 1-2 months before your open day. This early communication plants the seed and gives parents plenty of time to consider your school as a top choice.

The invitation should be visually appealing (compelling them to take action) and clearly communicate the date, time, and specific highlights of the open day.

2. Send a Reminder Card the Week Before

As the event approaches, a timely reminder can make all the difference. A week before the open day, send out a reminder card (such as an A6 or DL 300gsm card) to those same households.

This reinforces your initial message and prompts action right before it's too late. Think of it as a gentle nudge—just enough to ensure your event is at the top of families' minds when planning their schedules.

3. Incentivise Attendance

A little incentive goes a long way. Encourage families to attend by offering something special. This could be gifts like branded merchandise, discounts on school uniforms if they sign up before a certain date, or book vouchers for new students.

Not only does this add value to your open day, but it also makes your school stand out from others. Incentives create a sense of excitement and can lead to higher turnout rates.

Often, the best incentives are those that directly appeal to the kids - so rather than 10% off fees (which is a significant amount of money and has no emotional attachment), think of a free branded teddy for every child who attends.

4. Combine with Other Marketing Channels

While leaflets are incredibly effective on their own, combining them with other marketing channels can amplify your reach. Consider using social media ads, email newsletters, or even banners around the local area to reinforce your message.

The key is consistency—ensure that your branding and messaging are aligned across all platforms to create a cohesive and compelling campaign (as a side note, we can help with all this, too).

From Start to Finish: We Handle It All

Running a school is demanding, and adding marketing campaigns can feel like another burden. That's why we offer a complete service from start to finish.

Our team will work with you to identify the right demographic targeting to ensure your leaflets reach the families most likely to be interested in your school. We'll create actionable artwork that communicates your message clearly and effectively. And we'll handle the printing and distribution, making sure your leaflets land in the right hands at the right time.

We even help with your social media images, banner design and print, local magazine artwork, etc.

Let's Make Your Next Open Day a Success

We've helped countless schools fill their open days to capacity, year after year, and we're ready to do the same for you.

Contact Mr Flyer today to book a complete marketing campaign for your school's needs.