Every February, I get calls from schools in a panic. Admission season is weeks away. They want ads, a new Instagram page, a brochure — all fast.
I help them. But I always tell them: you are not too late for this season. But you are too early to fix the last six months of silence.
What Parents Actually Do Before Admission Season
Parents do not wake up in March and start researching. The process starts months earlier — at a school event, a neighbour's recommendation, a social media post. By the time March arrives and you start running ads, those parents have already made their shortlist.
"The parents who chose you this March started noticing you in October. The parents who did not? They were watching someone else in October."
The October-to-March Brand Calendar
- October: Annual Day, Sports Day content — real photos, real moments. Start building the emotional story.
- November: Parent testimonials, student stories, teacher spotlights. Social proof built organically.
- December: Year-end celebrations, alumni stories, community content. Warmth and nostalgia.
- January: Begin targeted content for parents of nursery-age children. Start Google ads narrowly.
- February: Full campaign. By now, parents already know your name. Conversion is much easier.
- March: Follow-up, inquiry management, thank-you content. Close the loop.
The Schools That Panic vs The Schools That Plan
The schools that panic in February spend money trying to create awareness and drive admissions simultaneously. Expensive. Inefficient. The schools that plan start in October. By February, they are just reminding parents of what they already know. Same budget. Completely different result.
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