In today’s competitive education landscape, schools are not only centres of learning but also service providers in the eyes of parents. With families having more choices than ever before, attracting the right parents to your school requires more than reputation alone. It takes a thoughtful combination of communication, technology, and community engagement.

At Paperly, we work closely with K–12 schools across Australia to help them simplify administration and streamline their workflow. Along the way, we have seen first-hand what helps schools connect with parents and stand out during the admission process.

If you are looking for effective strategies, here are ten practical tips to attract parents for school admission.

1. Highlight What Makes Your School Unique

Parents want to know what sets your school apart. Is it your academic record, your pastoral care, your sports programs, or your focus on the arts? Be clear and confident in communicating your strengths. Create key messages that staff, students, and even your community can share consistently.

Simple brochures are no longer enough. Use your website, social media, and newsletters to highlight stories that showcase your values in action. For instance, feature a student’s project, a recent competition win, or an innovative teaching approach. Parents are drawn to authenticity.

2. Create a Seamless Admission Journey

A complicated application process can be discouraging. Parents are already juggling work, family commitments, and extracurriculars. When your admission process is smooth, it signals that your school values their time.

With tools like Paperly’s modules, schools can customise enrolment workflows to make applications more efficient. Automated reminders, easy-to-access forms, and clear communication ensure families feel supported from the first interaction.

3. Showcase Strong Communication

The way your school communicates during the admission process is often a parent’s first impression of your culture. Timely responses, professional language, and a welcoming tone all matter.

Invest in consistent communication channels. Whether it’s through a parent portal, email updates, or information sessions, the goal is to make parents feel included and informed. Many schools now use digital platforms to centralise communication, reducing the risk of missed details.

4. Use Testimonials and Word of Mouth

Parents trust other parents. Testimonials, case studies, and referrals remain one of the strongest ways to influence decision-making. Encourage your current families to share their experiences, whether through a quote on your website, a short video, or at open days.

Word of mouth can be amplified online. Highlight positive stories on your social media platforms, and invite your school community to share them.

5. Focus on Transparency

Parents appreciate honesty. Clearly outline fees, expectations, and policies up front. This builds trust and reduces confusion later. If there are unique aspects to your curriculum or extra charges, communicate these early.

Transparency extends to academic performance and student wellbeing too. Share reports or updates that demonstrate your commitment to continuous improvement.

6. Emphasise Wellbeing and Safety

Student safety and wellbeing are priorities for every parent. Show how your school provides a supportive environment through pastoral care programs, anti-bullying initiatives, and access to counsellors.

Highlight recent improvements in facilities or policies that reinforce safety. Parents want to feel reassured that their child will be cared for as much as they will be educated.

7. Host Engaging Open Days and Tours

Open days remain one of the most effective opportunities to attract parents for school admission. These events allow families to see your facilities, meet your teachers, and get a feel for your school culture.

Make your open days interactive. Include student-led tours, hands-on activities, and Q&A sessions. Ensure the admissions process is visible at the event too, so interested families can take the next step straight away.

8. Leverage Digital Marketing

Parents research schools online long before they attend an open day. A strong online presence is crucial. Invest in a professional website that is mobile-friendly and easy to navigate. Keep your social media updated with engaging content, from classroom highlights to extracurricular achievements.

Consider targeted digital advertising to reach parents in your catchment area. Clear messaging paired with the right visuals can make a strong impression.

9. Demonstrate Administrative Efficiency

Behind the scenes, smooth administration makes a difference in how parents view your school. A parent who doesn’t need to chase lost forms or wait weeks for a reply will likely feel more positive about your institution.

Platforms like Paperly are designed to simplify administration, giving staff more time to focus on families. With customisable modules for enrolments, reporting, and communication, schools can project professionalism and reliability right from the start.

10. Invite Parents to Experience Your Community

Finally, parents want to feel that they and their children will belong. Invite prospective families to community events such as school fairs, concerts, or sporting matches. Encourage interaction with staff and current families.

Building a sense of community before enrolment begins creates an emotional connection. When parents see their child already fitting into the culture, the decision to enrol becomes easier.

Final Thoughts

Attracting parents for school admission is not about one-off campaigns. It is about creating a consistent, positive experience from the first interaction to the first day of class. By combining clear communication, transparent processes, and a focus on community, your school can stand out as the natural choice for families.

If you are looking to simplify your workflows and improve how you connect with families, Paperly can help. Explore our modules designed for K–12 schools, or book a demo to see how our platform can transform your admission process.