As the new academic year begins, many families are already thinking ahead to an important decision – choosing the right school for their child next year. With application deadlines approaching in October 2025 for secondary schools and January 2026 for primary schools, time is already ticking. 

So, while teachers focus on settling the new 2025/2026 cohort into the classroom, school leaders must also consider how to make their school stand out to prospective parents for the year ahead. With falling pupil numbers in many areas and increased competition, well-planned, proactive and effective communication can make all the difference.  

In this month’s Comms Classroom, we are sharing practical tips you can rely on to help increase your pupil numbers and make your school the destination of choice for your local community.  

Tip 1: Do your homework 

Schools play an important role in their local communities, responsible for educating hundreds and often thousands of children and young people. Your insights into what matters to the families in your area, and the way they consume information, can give you a real advantage when it comes to enhancing and tailoring your communications to reach and resonate with them. 

 Firstly, consider where parents go for information. Whether it is social media, your website, local newspapers, notice boards, or word of mouth, choosing the right channels to communicate will help you connect with more families, so ensure you know what works best before beginning. 

 It is also important to think about what your typical school community members value most. It could be academic outcomes, pastoral support, sports facilities, transport routes, or the careers advice you provide. Reflecting these priorities in your messaging will help capture their interest and showcase why your school will best support their child.  

Tip 2: Show your USPs 

Linking to this, every school has something that sets it apart, and it is important to recognise and share these strengths clearly and proudly. Whether it is your welcoming environment, outstanding facilities, or creative curriculum, identify what makes your school unique and then consider the ways you can promote and share this messaging with your community to help bring it to life.  

For instance, consider inviting prospective parents to watch your end-of-school production to showcase your performing arts facilities. Or create positive PR around your recent sporting wins to illustrate the broad range of extracurricular opportunities at your school. 

By consistently sharing what makes your school special, you will help families see why it is the right choice for their child, with messaging and real-life examples which bring your offer to life. 

Tip 3: Increase your local presence  

Word of mouth is often one of the best ways to authentically reach and attract new families. The more people talk positively about your school, the more visible and respected you will be. Trusted recommendations can go a long way in shaping opinions and attracting families to your school.  

So, focus on building strong relationships with current parents and carers, community groups, your MP and councillors and the local media, as well as your partnerships with other local schools and feeder schools – all of whom can champion your success.  

By sharing your achievements, demonstrating your values in action and organising opportunities to engage and showcase your provision, you will be kept front of mind, with your stakeholders talking positively about you and advocating on your behalf.  

Tip 4: Go digital  

Most families will search your school online before making a visit. That means your digital presence, including your website and social media, is more important than ever before and should operate like a live prospectus, offering a window into the productive and nurturing learning environment you offer.  

To keep up, make sure your website is up to date, informative and easy to navigate. Digital prospectuses also work well in reaching broader audiences and keeping things fresh. You should consider using social media platforms like Facebook and Instagram – heavily used by parents – to share snapshots of school life, from classroom activities to trips and achievements, highlighting what makes your school special.  

Digital advertising can also be particularly useful in reaching your key demographics through geo-targeting, helping you connect with new parents and achieve your admission goals. 

Calculating the impact 

Good communications don’t just add value; they can influence decisions and help transform your pupil number equation. By understanding your community, highlighting your strengths, building trust and creating a positive values-led online presence, you can demonstrate to every family why their child would thrive by attending your school. 

If you’re thinking about how you can better utilise communications to support your school or trust this application round and beyond, you can read more here and reach out to our team here. 

That’s all we have time for this lesson – join us next month for ‘A Lesson in Chemistry: Building strong bonds with your parents and carers’.