Is Your Setting Actually Ready for Buying Visitors?

For Educators · A Practical Guide to Making School and Nursery Events Actually Work

One of the most common comments I hear after an event is:

"There were hundreds of people there, but we didn't get any enrolments."

I understand how frustrating that feels.

But here's the truth. People rarely enrol simply because they walked through your doors.

They enrol because they noticed you, connected with you, trusted you, remembered you, and felt that you could meet their family's needs.

That takes work.

Many nurseries and schools see event organisers as the people responsible for bringing families through the gate. That's fair enough. You're paying for a service. I open doors, and I provide brand visibility.

What many settings don't see are the design costs, advertising spend, WhatsApp campaigns, social media promotion, mailshots, community outreach, and countless hours spent connecting with people you'll never meet.

Bringing families to your event is partly my job, and I love doing it. But when settings do very little once those families arrive, all those opportunities are lost.

Barely a coffee and a croissant 🥐

No invites to families who have already met you.

Let the event be the start of the sale, and your follow-up be the close.

Make the Most of the Opportunity

I once held an event at a school and delivered around 150 people through the doors.

• The school didn't post about the event on Instagram.
• They didn't send a mailshot.
• They didn't contact existing parents and encourage them to invite friends.
• They didn't reach out to families who had previously enquired.
• They didn't create engaging activities around the school.
• They didn't showcase their teachers.
• They didn't create sensory experiences or interactive learning stations.

They simply opened the doors and hoped for the best.

The most valuable resource a nursery or school has isn't its building.

It's its people.

Your teachers. Your leadership team. Your community.

When families are physically in your setting, you have an extraordinary opportunity to build relationships. Even families who aren't there specifically for a tour can be incredibly valuable. In fact, sometimes they're more valuable, because they're relaxed.

They're not grilling you about inspection ratings or comparing facilities. They're simply connecting with your community.

That's where trust begins.

People Buy Experiences ✨

Think about what families see when they arrive.

• Are teachers visible and engaging?
• Are children actively involved in meaningful activities?
• Are there sensory stations to explore?
• Are families encouraged to interact?
• Does the environment feel warm and welcoming?
• Can parents imagine their child being happy there?
• Can they meet happy students giving tours, or supportive parents?
• Can they taste your daily catering?
• Is the car park clean and well maintained?
• Is there rubbish outside the setting, or in neighbouring areas, that creates a poor first impression?
• Are there clear signs to help visitors find their way?
• Do the outdoor spaces feel inviting, with plants, trees and areas that look cared for?
• Is the reception team friendly, positive and genuinely pleased to welcome visitors?
• Is there something for children to engage with as soon as they arrive, rather than standing around bored while adults talk?

Your first impression starts long before a family enters a classroom. Parents notice everything. What feels welcoming to staff who see it every day may look very different through the eyes of a first-time visitor.

Your setting should tell a story before anyone asks for a prospectus.

People Connect With People 🤝

Stand up.

Smile.

Introduce yourself.

Start conversations.

Let teachers talk about what they do. Allow families to see the personalities behind the classrooms.

Parents don't just choose buildings. They choose people.

The strongest enrolment tool in your school is often the teacher standing right in front of them.

Show Your School in Action 🎨

Could you have:

• Classroom demonstrations?
• Sensory play stations?
• Student work displays?
• Videos of daily life in the school?
• Teachers leading activities?
• Parent testimonials?
• Children's performances?

Families need help imagining what life in your setting actually feels like.

Events Start Before Event Day 📣

One of the biggest misconceptions in education is that event promotion is solely the organiser's responsibility.

It isn't.

The most successful schools and nurseries promote relentlessly. They:

• Post consistently on Instagram
• Share event information with current parents
• Send mailshots
• Use WhatsApp groups
• Encourage parent referrals
• Invite previous enquiries
• Contact families who toured but didn't enrol
• Build excitement before the event

The organiser brings the crowd. The school brings its community.

The strongest events happen when both work together.

Don't Expect Instant Sign-Ups

One of the biggest mistakes schools make is expecting enrolments on the day. Then they tell me, "We didn't get any sign-ups."

I'm often not surprised.

Families rarely see a school once and immediately commit.

This is the UAE. Parents have thousands of options.

New schools. New facilities. New marketing campaigns. New promises.

Most families need multiple interactions before making a decision. An event is often the beginning of the relationship, not the end.

Know Your Competition 🔍

If you want more enrolments, go and see what other schools and nurseries are doing.

• Visit them.
• Follow them on Instagram.
• Watch how they communicate.
• Understand what parents are responding to.
• See what families are asking for.

Too many schools assume they're the best. The reality is that every setting has strengths and weaknesses. You may be exceptional in one area, and another school may be stronger in another.

Understanding the market isn't a weakness. It's essential.

Ask Parents One Simple Question 💬

The most powerful question you can ask a prospective parent is:

"What do you need?"

That's it.

Then listen. Really listen.

They might say:

• We need wraparound care.
• We need German language provision.
• We need flexibility.
• We need strong academics.
• We need a nurturing environment.
• We need support for our child.

Once you know what they need, you can honestly explain whether you can provide it.

That creates trust. And trust converts.

Show Up Every Day

Schools often spend significant amounts on marketing but forget one simple principle: show up.

• Comment on local parenting conversations.
• Support families online.
• Respond to questions.
• Create opportunities for connection.
• Invite families to playdates.
• Host community gatherings.
• Build relationships before families ever need a school place.

The schools that consistently engage with their communities are often the ones that stay front of mind when parents are ready to enrol.

Be Honest About What You're Offering

Sometimes the issue isn't the event. Sometimes it's the product.

If places aren't filling, ask yourself the difficult questions.

• Is the environment welcoming?
• Does the setting look cared for?
• Are teachers confident explaining the curriculum?
• Is the educational offer clear?
• Are there gaps that parents immediately notice?
• Would you choose your own setting if you were a parent today?

I once toured a nursery with prospective parents and asked a teacher about the curriculum and how it worked in practice.

She couldn't explain it.

Parents notice these things.

Gather Feedback 📝

When I took over a struggling nursery years ago, it certainly wasn't the best.

It was dated. It was losing money. It needed significant improvement.

So I started asking parents questions. After tours I would ask:

• How did I do?
• What did you like?
• What didn't work for you?
• Why are you considering another nursery?
• What would have made you choose us?

The answers were invaluable. That feedback showed us exactly where we needed to improve.

The Real Question

Instead of asking, "Why didn't we get enrolments?"

Ask, "What could we do differently next time?"

If your school or nursery isn't filling places right now, go back to basics.

• Improve the experience.
• Understand your market.
• Listen to parents.
• Know your competition.
• Show up consistently.

And stop relying on one event, one tour or one coffee morning to do all the work.

The schools and nurseries that succeed aren't always the ones with the newest buildings or the biggest budgets. They're often the ones that learn, adapt, improve and genuinely connect with the families they serve.

With encouragement,

Principal Lisa
A former Nursery Principal, in your shoes.
Instagram @principal_lisa