When I turned 49 last year, I decided I wanted to take a trip to Sedona for my 50th birthday. To make that wish come true, I knew I’d have to get pretty disciplined with my budget. So, every month, I tucked away whatever I could. Finally, just a few months before the big 5-0, I hit ‘confirm’ on a booking with a company I’d vetted from top to bottom. I felt fantastic when I paid the deposit and started dreaming about hiking through the Red Rocks and taking a much-needed break from the day-to-day.

Of course, I received an immediate confirmation email with a laundry list of details. I filed it away, assuming I’d revisit it later and that more info would follow as the date got closer.

That’s where I was wrong.

Fast forward to two weeks before I was set to leave for Arizona. I still hadn’t heard a word from the company. No automated updates, no personal check-ins. Just crickets. That’s when the anxiety started to creep in. Was this company even real? Had I been scammed?

Before my panic hit code red, I followed up with the email address from my confirmation. The good news? I got a prompt response answering my question regarding accommodations. The bad news? I still couldn’t shake the feeling in my gut that something was off. 

Photo by Christopher Browne on Pexels.com

As admission season moves into full swing, families are busy signing contracts, paying deposits, and committing to a significant long-term investment. And let’s not forget the most important part: they’ve chosen to entrust your school with their child.

If your communication plan isn’t intentional and consistent, you’re going to start the relationship on the wrong foot. Those first communication touch points set the tone for a family’s long-term satisfaction and whether they will return year after year.

Gone are the days when we enrolled a family, and they stayed until graduation without blinking an eye. Every year, families are being recruited by your competitors. And in a world where families are constantly seeing what other schools have to offer, your communication in these early days is what reinforces their choice. It’s what keeps them with you for the long haul, rather than letting them be pulled toward a shiny object across town that’s promising to make them feel known, heard, and supported.

FIVE PRACTICAL TIPS FOR YOUR ONBOARDING COMMS

1. Actually Have a Plan. It sounds simplistic, I know. But far too often, the ‘hand-off’ between departments is where things get fuzzy. Sit down and plot it out. Who owns the relationship once the contract is signed? Is it Admissions? The Division Head? The business office? Know exactly who is responsible for what. If there is internal confusion where no one is officially “owning” the family, that is exactly where the parent’s anxiety will live.
   
   
2. Anticipate the Small Stuff. New families are often wondering about the day-to-day logistics that make a school day run. They’re thinking about the carpool line, the dress code, or what kind of supplies they actually need to buy. Don’t make them wait until late in the summer to find out. When you provide those finer details proactively, you’re showing them that you understand their reality. You’re giving them peace of mind before they even have to ask.
   
   
3. Establish a Steady Cadence. One of the most common pitfalls is the gigantic summer mailing. You know the one. It’s that massive packet of information sent in mid-July that ends up overwhelming everyone. Instead, aim for a steady cadence of communication starting the moment the contract is signed. By breaking information into smaller pieces – a “Welcome” note one week, a “Meet the Division” update a few weeks later – the transition feels manageable. You’re providing the information they need without the firehose of a single, giant data dump.
   
   
4. Mix the Automated with the Authentic. Automated emails that can be pushed out through your admissions database are great for making sure no one falls through the cracks, but a system-generated email can feel a bit cold. Balance your automated notifications with a personal touch. A quick “We’re so excited to have Sam join the 4th grade!” note from a teacher or a “Welcome” phone call from a current parent ambassador goes a long way in making a family feel like a member of the community.
   
   
5. Put Yourself in Their Shoes. Remember my Sedona trip? The company had the information … they just didn’t share it. Take a look at your post-deposit communications from a parent’s perspective. Are you sending new families to a confusing portal where they have to reset their password (again)? Is the most important information buried at the bottom of a long list of instructions? If the process of joining your community feels like a chore, it can lead to that feeling of being vulnerable. Make it easy for them to feel confident that they made the right choice.

Reward the Trust

Looking back, my trip to Sedona was everything I’d hoped for. But that period of uncertainty and anxiety leading up to it … when I second-guessed my decision? It was totally unnecessary.

When a family chooses your school, they’re handing over a deposit. But more importantly, they’re handing over their trust. Our job is to reward that trust from day one. By being intentional with how and when we communicate, we aren’t just checking off a to-do list – we’re starting a partnership. We’re making sure that from the very first “confirm” click, every family not only feels a sense of relief, but also a reaffirmation of exactly why they chose your school in the first place.

NEED HELP REVIEWING YOUR ONBOARDING OR RETENTION STRATEGY? BOOK A TIME TO TALK ABOUT IT.