For many parents, attending an open day is a critical step in the enrolment journey. It allows them to experience the school beyond what they see online and helps build confidence in their decision.
Open days also create a direct pathway to enquiry. Parents who attend are far more likely to take the next step, whether that is submitting an enquiry, booking a tour or beginning the application process.
Because of this, increasing attendance is not just about filling spots, it directly impacts enrolment outcomes.
Using Digital Advertising to Increase Attendance
Digital advertising is one of the most effective ways to promote open days and drive registrations, but results are heavily influenced by how well campaigns are targeted.
A broad approach may generate reach, but it often leads to wasted spend and low quality engagement. Campaigns that are too broad can generate clicks from families outside your catchment area or those not yet seriously considering enrolment.
Platforms such as Google Ads and Meta Ads allow schools to refine their targeting based on location, demographics and behaviour. This ensures your open day is promoted to families who are both relevant and within a realistic distance to attend.
Google Ads captures parents actively searching for schools in your area, while Meta Ads allows you to target families based on factors such as location and age of children. This combination helps ensure your marketing is not just visible, but visible to the right audience.
Campaigns are typically most effective when launched several weeks before the open day, building awareness early and increasing visibility as the event approaches. Parents will often see your school multiple times before taking action, so consistent exposure to the right audience is key to driving registrations.
Creating a Clear and Simple Registration Process
Strong promotion alone is not enough. Parents need a clear and simple way to register.
Your website or landing page should clearly communicate the key details of the event, including date, time, location and what parents can expect when they attend.
The registration process should be quick and easy, with minimal steps required to confirm attendance. Parents will often revisit the page multiple times before registering, so clear messaging and a straightforward process are essential.
With open days tied to specific dates, creating a sense of urgency can also significantly improve registration rates.
Positioning Your Open Day Effectively
Parents often compare multiple schools before deciding which open days to attend. If your school does not stand out during this process, you may miss out on both attendance and enrolment enquiries.
Clearly communicating why your school is worth visiting can significantly improve both engagement and attendance. This includes highlighting your learning environment, facilities, teaching approach and the overall school community.
Strong positioning helps your open day stand out and encourages families to prioritise attending.
Using Visual Content to Drive Interest
Visual content plays a major role in capturing attention and building interest.
Photos and videos that showcase classrooms, facilities and student experiences help parents form a stronger connection before they attend. This makes the open day feel more tangible and increases the likelihood of registration.
Short video content can be particularly effective in advertising campaigns, giving families a preview of the school environment.
Targeting the Right Families
Location targeting is essential when promoting open days.
Most families will only consider schools within a reasonable distance from home, so advertising should focus on relevant suburbs and surrounding areas.
For preschools, targeting can also be refined based on the age of children, helping ensure your messaging reaches families who are actively considering enrolment.
Focusing on the right audience not only improves attendance rates, but also reduces cost per registration and increases the likelihood of converting attendees into enrolments.
Following Up to Convert Attendance Into Enrolments
Promoting the open day is only part of the process. What happens after the event is just as important.
Following up with attendees helps turn interest into action. This may include email communication, additional information about enrolment or invitations to take the next step.
Without a structured follow up process, potential enrolments can be lost even after strong attendance.
Supporting Open Days with a Strong Website
A well designed website plays a critical role in open day promotion.
When parents click on ads or links, they are directed to your website for more information. If the site is unclear, difficult to navigate or not aligned with the messaging in your ads, it can reduce registrations.
If your website does not create a strong impression during this process, you risk losing prospective families to other schools.
When digital advertising and website design work together, they create a more effective system for driving attendance and enquiries.
Helping Schools Increase Open Day Attendance
Breaden Media works with schools and preschools to develop digital marketing strategies that increase open day attendance and generate enrolment enquiries.
From advertising campaigns through to website optimisation, we help education providers build repeatable systems that consistently attract the right families.
If you are looking to improve attendance and generate more enrolment enquiries, a more structured digital marketing approach can make a meaningful difference.
