The autumn term is in full swing, which can only mean one thing: it’s open event season!
For state schools and multi-academy trusts in England, open events - whether days or evenings - give you the best opportunity to showcase your school to the wider community and catchment area.
And, with per-pupil funding averaging over £8,000 for the 25/26 school year, every application matters for your school’s sustainability and growth.
So, how do you set up your open evening for success? Here are some of our proven strategies:
Planning and promotion before the event
Rather than simply counting visitors, define what success looks like for your open evening.
Yes, you’re primarily wanting to increase the number of Year 7s next year - but what else? Do you want to promote last year’s GCSE results? Showcase a new student initiative? Add a new subject to the curriculum? This can help you stand out from the other schools in your catchment area.
Start promoting your open event 6-8 weeks in advance, creating momentum through multiple channels (don’t just rely on a single announcement!). Your website should feature clear details about your event - the dates, times, what to expect, and how prospective families can register their interest. Consider accessibility from the start by offering virtual tour options for parents and carers who cannot attend in-person events.
Understanding your ideal prospective families helps shape everything from marketing messages to tour content. State schools serve their communities, so segment your audience by interests, local demographics, and specific needs like SEN provisions or transport requirements.
Creating memorable experiences during the event
At your open event, parents and carers want reassurance that their child will thrive academically, socially, and emotionally at your school.
Your culture and principles should take centre stage, and be on display throughout the event. Student-led tours provide authentic insights that parents value, but choose ambassadors carefully. Select pupils who can engage naturally with adults and peers, reflecting your school's values.
Interactive demonstrations work better than traditional presentations - science experiments, sports activities, or music performances help families experience your school's energy and capabilities.
Use registration to collect useful information beyond basic contact details. Ask how they heard about your school. During the event, you can monitor engagement levels and gather immediate feedback through simple surveys or QR codes to identify what has resonated best with prospective families.
Follow-ups and relationship building after the event
Regardless of how successful your open event was, it’s how you stay connected with prospective parents and carers afterwards that’s more memorable.
Send a personalised thank-you email within 24-36 hours while the visit is still fresh in their minds. Reference specific elements of the event, and reinforce the deadline for secondary school applications (usually this is October 31). For families who registered but didn’t attend, send a tailored follow-up with key information and opportunities to rearrange their visit.
Your school website continues working after the open evening ends. Ensure application information is easily accessible, compliance requirements are met (we can help here), and virtual tours remain available for families who want to revisit their experience or share it with extended family members.
Secondary school places are announced on National Offer Day - the first working day of March. When you receive the intake information from your local authority, you’ll be able to cross-reference who visited your open event compared to who was offered a place. This will give you a good indication of your event’s conversion rate (and subsequently, how successful your event was) - providing you exclude students who already have siblings in other year groups.
FAQs about open evening success
How early should we start planning our autumn open evening?
Begin planning in the spring term to secure budgets and book services. Start marketing campaigns 6-8 weeks before the event to give families adequate notice and build momentum.
How can we make our open evening more accessible?
Offer multiple time slots including evenings and weekends, provide virtual tour options, and ensure your website clearly explains accessibility arrangements for families with specific needs.
What should we include in follow-up communications?
Send personalised thank-you emails within 24-36 hours, provide additional resources about curriculum and policies, and offer opportunities for one-to-one meetings or smaller group sessions.
Creating a lasting impact
Your annual open event represents a significant investment in your school’s future - and not just because you’re meeting next year’s Year 7s! By planning an engaging experience driven by your current students, culture and community, combined with tactical follow-ups, you’ll see a clear correlation between open event attendees and next year’s applications.
Open events also mark the beginning of new relationships with families. Regular communication in the run-up to both secondary school application deadline day and after National Offer Day will reassure parents that you’re ready to welcome their child as they transition into the next chapter of their education.
If you’re ready to overhaul your school’s general marketing strategy, get in touch with our education specialists to discuss how we can help showcase what makes you stand out.