Personalised Parent Journeys: How to Make Every Family Feel Valued

Every parent considering enrolling their child in a school has unique concerns, aspirations, and expectations. Some parents seek a strong academic curriculum, while others prioritise character development, extracurricular opportunities, or a nurturing community. With so many diverse needs, a one-size-fits-all approach to school admissions and parent engagement won’t work. Schools that take the time to understand their prospective and current families—acknowledging their journeys and crafting personalised experiences—build stronger relationships and greater trust. By tailoring communication and interactions to different parent personas, schools can create a more meaningful and engaging experience, making every family feel valued from the first inquiry to years after enrollment.

Personalising the parent journey starts with understanding the different types of families your school attracts. Some parents are highly research-driven, analysing every detail about a school before reaching out, while others rely on emotional connections and recommendations. Some may be international families navigating a new culture and educational system, while others are local parents looking for continuity in their child’s education. Schools can design outreach strategies that resonate with each group by segmenting parents into personas based on behavior, priorities, and communication preferences. A data-driven approach, including surveys, website interactions, and past admissions trends, can help schools identify these personas and engage them in ways that matter most.

A key part of making parents feel valued is ensuring that every interaction feels relevant. Schools can leverage technology, automation, and personalised messaging to provide customised communication without losing a personal touch. Email campaigns, for example, should not be generic; instead, they should be tailored to reflect where a parent is in the admissions journey. A family that has just inquired should receive an email highlighting what makes the school unique. In contrast, a family that has attended an open house may appreciate stories from current students and parents about their experiences. Small details—like addressing parents by name, referencing previous conversations, and following up on specific questions—can significantly enhance the experience.

Beyond digital communication, personal interactions should be equally customised. Admissions teams should take notes on conversations and preferences so that each follow-up is relevant and meaningful. When a family visits the campus, ensuring that their tour highlights the aspects of the school they are most interested in makes a significant impact. If a parent expresses interest in the arts, for instance, offering a chance to meet the head of the performing arts department or see students in rehearsals can help them feel that the school truly understands their priorities.

Advancements in artificial intelligence and CRM (Customer Relationship Management) systems make it easier for schools to personalise the admissions experience at scale. AI-driven chatbots can instantly answer frequently asked questions while learning from interactions to provide more relevant responses. CRM tools allow admissions teams to track each family's interactions with the school, ensuring no conversation or detail is forgotten. Schools can also use AI-powered email marketing to send personalised content based on a parent's engagement history. These tools help streamline communication, making parents feel acknowledged while allowing admissions teams to manage their workload effectively.

Social media also plays a crucial role in engaging parents in a personalised way. Schools can create content that speaks to different parent personas, whether testimonials from families who have gone through the admissions process, highlights of student achievements, or behind-the-scenes glimpses into school life. Responding to comments and messages with thoughtful, individualised replies rather than generic responses strengthens relationships and builds trust.

A truly personalised parent journey doesn’t end once a child is enrolled. Retaining families and keeping them engaged requires ongoing communication and involvement. Schools can continue fostering strong relationships by checking in with parents at key milestones, offering opportunities for feedback, and creating a sense of community. Parent education workshops, networking events, and exclusive insights into school developments help families feel invested in the school’s future. Schools that continue to personalise interactions—by remembering past conversations, celebrating student achievements, and addressing individual concerns—turn satisfied parents into lifelong advocates.

Personalisation in the admissions process and beyond isn’t just a nice touch—it’s a powerful strategy for building long-term trust and loyalty. Parents want to feel heard, understood, and valued, and schools that try to provide a customised experience will stand out in a competitive market. By segmenting parent personas, tailoring communication, leveraging technology, and continuing engagement beyond enrollment, schools can create a journey uniquely suited to each family. What strategies has your school implemented to make parents feel valued? Share your thoughts in the comments below—we’d love to hear from you!