First impressions are lasting impressions. It takes just one-tenth of a second for an individual to make a judgment about someone or something and most likely, that first impression will never change. Making good first impressions is incredibly important because in most cases, you’ll only get one shot at it.
In the case of a school, how can you ensure that you are being judged accurately? How can you make good first impressions on parents? Successful schools do it all the time. They make themselves distinctive and memorable.
More and more, school choice is becoming a powerful element for parents, students, and teachers. It is the reason that a parent will travel across town, to a different neighborhood daily, for their child to attend a school outside of their immediate school zone.
So what do successful schools do to create good first impressions and make travel across town compelling enough for parents? Here are a few tips:
Your website is your school’s welcoming center
A school’s website is usually the first thing a visitor sees. A good website is cohesive, informative and easy to navigate. Keep it simple and appealing with a logical flow of information and messaging. And most importantly, make sure your website is providing timely, up-to-date information. A schools’ website should reflect the schools strength and character and speak to its audience appropriately. It must be reliable and load quickly. Here are some examples of school websites that have an eye-catching homepage and are fun to explore.
Cleveland Metropolitan School District
Adlai E. Stevenson High School
Your frontline should be a pleasure
There is nothing more frustrating to a potential parent than to call a school for information and hear an unfriendly, unenthusiastic, unknowledgeable voice on the other end. On the phone or in person, your front line staff should be courteous, helpful and if needed, empathetic. Make an anonymous call to your school’s Admissions Office and see how you are treated. Email the Admissions Office and see how promptly you are answered. Note the quality of the response and if it represents the atmosphere and feel you wish the school to portray?
School tours and visits weigh more than you think
Nothing sways a prospective parent more than a school tour. Your best people should be put on this important part of the public relations process. Make sure your tour guide is extremely knowledgeable and enthusiastic about the school. Parents like to see students in action. Plan tours during the time of day that most closely portrays “a day in the life??? of a typical student. Have examples on hand that show accomplishments, events, or activities that set you apart from other schools. First impressions ARE important and often lasting. The effort a school puts into the campus tour really does pay off.
Rehearse the entire experience so that you get it right. Take a tour with your designated tour guide with the eye of a parent. When inspecting a school, parents don’t miss a thing and are easily impressed by enthusiasm, knowledge, and courtesy. Ask questions as if you were looking for a school for your own child.
Below are a few parent resources that educate parents on things to look for when visiting a school. Take a look at the list to see if you address these questions during your school tours.
The school visit: What to look for, What to ask
Ask the right questions, Find the right school
Questions to ask before enrolling your child in a new school
Making good first impressions with parents is key
First impressions count in marketing your school just as much as they do in any endeavor. Are parents spending hours waiting in long lines to register? Are they required to fill out stacks of paperwork before ever setting foot on your campus? These types of activities set a negative first impression. No wonder parents aren’t excited about signing up for the PTA, volunteering as room mom, or contributing to your annual fundraiser. You’ve given them a bad first impression, so for the rest of the school year, they do whatever it takes to stay away.
Not only does an online registration system help increase enrollment and streamline the application and registration process, but it also can portray a stress-free, open, inviting environment for your parents. Are you thinking about online enrollment, applications and registration? Don’t reinvent the wheel! Learn how others are benefitting from K-12 Online’s secure system. They’ve worked with many districts, charter, private and independent schools to provide an affordable alternative to paper pushing.
An Open House with welcoming arms
Good first impressions make a big difference! Your first open house or Back-to-School night gives teachers an opportunity to create a personal connection with parents, gain parents’ support, and establish ways for continued communication throughout the school year.
Before deciding what to do for your school’s open house, walk through your school building and classrooms with the eyes of a parent. Pretend you are walking in for the very first time and think about what would make great first impressions. Do your hallways offer a welcoming presence? Are your restrooms clean? Are your classrooms colorful and reflective of students work?
Most parents want to see an organized building/classroom with friendly and welcoming teachers and staff. They are not typically concerned about how many science tests are given, or what materials you use to teach math. Parents generally want a good understanding of what their child’s school year will be like, how issues will be communicated and handled by teachers/staff, and what they can do to help ensure their child has a successful school year. Here are some ideas to incorporate into your next open house.
Tips for Open House and Back to School Night
When it comes to schools, choice is a powerful element that can help create the conditions for a successful school. Families make relocating and home purchasing decisions around which school they want or don’t want their children to attend. Don’t pass up an opportunity to show your best side. Put your best foot forward in the beginning so that parents receive authentic first impressions. What are you doing to make positive first impressions and portray a stress-free, open, inviting environment to your parents?
