Why it is not about Current Families or Alumni
The lifeline of every educational institution is filling their pipeline with prospective families. Yet as a sector, we do little to monitor or capture future enquiry data. We are great at managing the current student body and immediate incoming cohort, but when it comes to the longitudinal forecast, not so much. Ironically, this is the very data that Boards, Principals, Business Managers and other key decision makers need at their fingertip.
They want to know what the big picture looks like 2, 5 or even 10 years out. They want to understand how the metrics are performing compared to prior years, how diverse the school will look compared to its goals. You have to know about the ‘prospects in the pipeline’.
A website is a powerful asset for any school, yet many confuse its primary purpose. With families now accessing information via portals, the website can focus solely on one area – engaging future families. Naturally, an attractive site that is regularly updated with information can grab the interest of a family, but actually its serves as the perfect opportunity to capture critical information to build your pipeline.
Therefore, the primary goal of your website is to capture leads.