Sixteen students a year from enquiries the school already had
Situation
260 families left contact details. 160 toured. 95 enrolled. Around 65 came onto the site and were never contacted again. The main open day ran in August, months after most families in the catchment had decided.
Insights
- Mystery shopping by phone, email and web found enquiries answered inconsistently and, in two of six attempts, not at all
- Two years of records rebuilt into a funnel located the leak at enquiry to tour, not tour to offer
- Conversion by source showed referrals converting at three times the rate of paid channels, which took most of the budget
- Event timing plotted against catchment decision months put the flagship event after the decision
Changes
- A written service standard: response time, one named owner per enquiry, a tour offered at first contact, three follow-ups
- The main event moved into the decision window, with smaller events targeted at year levels with real capacity
- The tour rebuilt around student leaders, segmented content and a dated next step
- Materials built, then live call practice with office and leadership staff
Value
~$304k
modelled annual surplus
16 additional students a year, and roughly $1.7m across the years those students stay. No new headcount and no additional media spend, because it converts demand the school already has.
Said before we started
The gain fades within two terms unless conversion is reported monthly by stage and by source. Some schools do not have the capacity to run this at all, in which case the honest answer is to buy it as a service rather than be trained in it.