A New Model for Enrollment Management

Most of the enrollment management models I have seen are sales funnels where the prospect passes through a series of encounters. There is nothing wrong with those models; however, I propose a new model that approaches enrollment like evangelization by recognizing that enrolling a new family into your school requires accompaniment. It should also be frictionless - without complicated milestones and redundant paperwork.

Where a school’s enrollment management tends to fall apart, is the engagement of new families once they communicate interest. When I was a principal, I found that too often there was not adequate follow-up with the family, or their transcripts were buried on someone’s desk pending review (usually mine), or the screening assessment was never scheduled. Sometimes parents truly intended to enroll, but required a lot of follow-up with staff to walk them through the process. I created a shared google sheet dashboard to help us better track milestones (the SIS was lacking) and checked in regularly with my team. I also clarified the roles and responsibilities of everyone involved.

If you have ever read the book Rebuilt about the parish in Timonium, MD and their journey to a more vibrant parish, you know that they emphasized the Sunday experience. It was to be professional and high quality with great “customer service”. I equate the registration process to their Sunday experience- it should have great customer service and walk the parent through those final steps in a way that reflects the patient accompaniment necessary for evangelization. I also encourage you to have a new parent handbook with a basic Q and A in addition to any orientation.

The enrollment process does not end at registration. Someone from the leadership team should check in periodically with new families and survey them on their experience with enrollment and orientation once some time has passed. Stay tuned for Part II- Retention!