The Power of Personalization: Building Relationships Through Admissions – A Parent-Centric Approach

Choosing a school is one of the family's most important decisions, and for parents, it’s about more than academics. They want to feel confident that their child will thrive in a supportive, nurturing environment. The admissions process is often the first interaction parents have with a school, and that experience can shape their entire perception. A one-size-fits-all approach won’t make an impact. Instead, schools that focus on building genuine relationships with parents—by personalising their admissions journey—can foster trust, create stronger connections, and ultimately increase enrollment.

Parental engagement in admissions isn’t just about answering inquiries and giving campus tours. It’s about understanding what truly matters to families and making them feel heard. Every parent has concerns and priorities, whether academic rigour, student well-being, extracurricular offerings, or a sense of community. Schools that take the time to listen and respond to these concerns thoughtfully create a more meaningful admissions experience. When a school recognises a family's unique needs, it demonstrates a level of care that goes beyond marketing—it shows commitment.

Personalised communication is one of the most effective ways to make parents feel valued. Instead of sending generic emails, schools can tailor their messaging to align with a family’s specific interests. If a parent is interested in STEM programs, the admissions team can follow up with information on the school’s robotics club or upcoming science fair. If another parent is focused on student support services, they might appreciate a conversation with the school counsellor. By proactively addressing parents' priorities, schools show they are not just recruiting students but welcoming families into a community.

Campus visits are another critical opportunity to deepen engagement. Rather than offering the same tour to every family, schools can customise the experience based on what the parents want to see. A family with an aspiring musician might appreciate visiting the music department, while those concerned about university placement might benefit from a sit-down with the college counsellor. Schools can also enhance visits by providing opportunities for parents to connect with other families, faculty, or even current students who share their values and interests. The more personal and interactive the visit, the more likely parents are to envision their child at the school.

Beyond the tour, schools can engage parents through meaningful events to create a sense of belonging. Open houses, parent workshops, and coffee mornings provide informal settings where families can ask questions, meet faculty, and get a feel for the school’s culture. Even virtual events can be effective—live Q&A sessions, online panels with school leaders, or small-group Zoom chats with current parents can help families form a stronger connection, even from a distance.

A parent-centric admissions approach also involves transparency. Parents appreciate clear and timely communication about application requirements, deadlines, tuition fees, and financial aid options. When schools make the process simple, parents feel more at ease. Additionally, honesty about what the school offers—and what it doesn’t—builds credibility. Families are looking for a school that is the right fit, and they appreciate authenticity over a polished sales pitch.

Another powerful way to personalise the admissions process is by keeping parents engaged after they’ve applied. Many schools focus on attracting inquiries but fail to nurture families through the decision-making stage. A well-timed check-in from the admissions team, an invitation to a special school event, or a personalised note from a teacher can keep families engaged while they weigh their options. Once a family is accepted, offering a structured onboarding experience—such as pairing them with a parent ambassador or inviting them to an exclusive welcome event—reinforces their decision and makes them feel at home before the school year begins.

At its core, a parent-centric admissions approach is about making families feel valued. When parents see that a school genuinely cares about their child’s education and well-being, they are likelier to develop a lasting connection. Personalisation isn’t about making the process more complicated—it’s about making it more meaningful. The schools that invest in building strong relationships during admissions will attract new families and create a loyal and engaged community for years to come.

How does your school personalise its admissions process? Have you seen the impact of parental engagement in enrollment decisions? We’d love to hear your thoughts—share your experiences in the comments below!