Turning New Families Into Advocates: How to Nurture Parent Ambassadors in Term 1

For schools, the start of a new academic year is more than just welcoming students back to classrooms. It’s also the perfect opportunity to build strong relationships with new families who have just joined the community. These families are at the peak of their excitement and curiosity, eager to see if their expectations will match reality. If schools can provide not only a smooth onboarding experience but also a warm sense of belonging, these parents often become some of the strongest advocates for the school. In fact, research across education marketing consistently shows that word-of-mouth referrals remain one of the most potent drivers of enrollment. The question is: how can schools intentionally nurture new families in Term 1 so they become loyal parent ambassadors who actively recommend the school to others?

The first step is to recognise that new parents are still forming their impressions. Their initial experiences will determine how they talk about the school to friends, colleagues, and their wider community. This is why onboarding must go beyond orientation. Schools should invest in creating meaningful touchpoints throughout the first term to reinforce that families made the right choice. A welcome breakfast or coffee morning, for instance, provides an informal opportunity for parents to meet one another and start building connections. Simple gestures, such as personalised welcome notes, regular updates on their child’s progress, or invitations to classroom events, demonstrate the school's individualised value for each family. When parents feel seen and cared for, they naturally develop a stronger emotional attachment to the school.

Equally important is communication. Parents want to feel informed, but not overwhelmed. Schools can design a precise communication flow during Term 1 that balances practical information with insights into the school’s culture and values. Weekly or bi-weekly updates that highlight student learning, community activities, or upcoming events help parents feel connected to the school journey. Sharing positive stories—whether through newsletters, WhatsApp updates, or social media—provides parents with ready-made talking points they can share with their networks. Every time a school tells its own story in a way that resonates with parents, it gives them language to advocate for the school in their own circles.

Another powerful strategy is to provide opportunities for parents to engage meaningfully. New families who feel included in school life are more likely to speak positively about it. This doesn’t mean overwhelming them with commitments, but offering simple avenues to participate, such as volunteering for a class activity, joining a parent committee, or attending a community event. These moments not only deepen parents’ sense of belonging but also give them authentic experiences they’ll be eager to share with others. When schools create space for parents to contribute, it transforms them from passive observers into active partners in the community.

Celebrating milestones in Term 1 is also an excellent way to strengthen advocacy. Highlighting student achievements, cultural events, or even successful parent participation sends a message that every member of the community matters. Schools can use social media to amplify these celebrations, tagging or featuring parents (with permission) to show appreciation. Parents who feel recognised are far more likely to share the school’s content or talk about it proudly with their peers. This organic advocacy is far more persuasive than any advertisement.

It’s also worth considering how to formalise advocacy programs. Schools can identify naturally enthusiastic parents and invite them to join a “parent ambassador” group. These ambassadors can be equipped with stories, school updates, or even referral incentives that make it easier for them to advocate. The key is authenticity—families will only recommend the school if their personal experience is genuinely positive. By cultivating relationships early in Term 1, schools lay the foundation for sustainable advocacy that lasts for years.

In today’s competitive education landscape, new families represent more than just enrollment numbers. They are potential storytellers, influencers, and champions who can extend the school’s reputation into new networks. By focusing on strong onboarding, consistent communication, meaningful engagement, and community recognition during Term 1, schools can transform new parents into loyal ambassadors. This doesn’t just drive retention; it fuels word-of-mouth referrals, which are among the most effective and cost-efficient marketing strategies available.

The start of the school year is your best chance to make a lasting impression. Don’t let that initial excitement fade away—channel it into building long-term loyalty and advocacy. How does your school encourage new families to become ambassadors in the first term? We’d love to hear your thoughts and strategies in the comments below.