As the famous saying goes, you never get a second chance to make a good first impression. That’s truer than ever in today’s world, where a culture of snap judgements has been cultivated by social media and online dating. For educational establishments looking to court potential new students, an Open Day is much like a first date: participants have already ‘swiped right’ by choosing to attend, so it’s crucial to ensure your institution makes a good impression when they visit in person for the first time.
Open Day is your chance to showcase your school’s unique attributes and to provide prospective students and their families with valuable insights into academic programs, facilities, extra-curricular opportunities, and life on campus. Read on for some tips to help you stage an effective event which makes a positive first impression.
1. Planning and preparation
Effective planning and preparation are fundamental to a successful Open Day. But where to start?
Set clear goals
First of all, what’s the main goal of your Open Day? Are you aiming to increase applications, improve your yield rate or simply raise awareness of what your school offers? Perhaps it’s a combination of all three, but by thinking about this in advance you’ll have a clearer idea of what to plan. For example, if you want to increase applications, focusing your Open Day on highlighting academic programs and alumni success stories would be the way to go. If you want to increase the number of students who accept their offers of admission (yield rate), then make sure you also showcase the brilliant social life, extra-curricular opportunities and support services they would benefit from as a student at your institution. And remember, most people who attend an Open Day will already know broadly who you are, so your overarching aim should be to convert them into ardent fans, leaving them impressed by all you have to offer and keen to join your community.
Select an appropriate date and time
Think carefully about when to stage your Open Day. Choose a date that doesn’t conflict with major holidays, local events, or busy academic periods. Consider holding it on a weekend or evening to ensure students can attend with family members (who are, after all, very influential in the decision-making process). A Saturday morning event is likely to attract more attendees than a weekday afternoon.
Develop a detailed agenda
Based on your goals, create a comprehensive schedule for the day. You might want to start with a welcome address from the Dean, before offering a range of campus tours, informational presentations, sample lectures and Q&A panels for each academic department. Balance this with light-hearted events which reflect student life, for example, a mini pub quiz or sports club taster sessions. Include a range of voices, from current students to alumni, academic staff to representatives from on-campus clubs and societies. Allow plenty of time for potential students to interact with current/former students, since these are your best ambassadors.
2. Marketing and promotion
If you want people to turn up, you have to tell them about it. Well-targeted, creative and engaging marketing and promotion are key to attracting the right audience to your event. Spread the word early to generate buzz and ensure potential attendees get the date in their busy diaries.
Utilize multiple channels
Promoting your event through different channels will maximize your reach.
- Website. Your school’s website should offer all the latest info about Open Days, with a clear call-to action, for example, ‘sign up for more information’, or ‘register here’. Consider a banner across the top of the homepage or a pop-up alert, linking to a page or mini-site which is updated regularly and hosts the sign-up form. You can then email everyone who registers with further info in the run-up to the event.
- Social media. Regular but judicious use of Facebook, X, Instagram, TikTok and other social media platforms is vital for shouting about your Open Days to prospective students. Paid ads allow you to directly target specific demographics. Encourage Student Ambassadors and alumni to share your posts.
- Email newsletters. If you have a regular email newsletter, use it to advertise your Open Day and invite subscribers to ‘save the date’ well in advance. Use subsequent editions to share updates such as the confirmed agenda.
- Local community. If relevant, reach out to local media and community organizations who may be able to help you promote your Open Day in the local area.
Create engaging content
It’s not enough to simply tell people when your Open Day is. You’ll get more engagement if you’re creative with your marketing and social media posts. Film a short teaser for your campus tour, create visually appealing infographics and record short interviews with current students or alumni which highlight the best features of your institution and encourage people to attend your event. And don’t be too serious. A tongue-in-cheek video can not only show your institution in a good light but is more likely to be shared.
Personal Invitations
If you’ve maintained a database of emails and/or postal addresses of those who have previously expressed interest in attending your school, now’s the time to make use of it. Create a customized email or letter directly addressing these prospective students, highlighting why they would be a great fit for your institution and inviting them to attend your Open Day to see for themselves. This personal touch can make a big difference in attendance rates. Especially if you’re reaching out to an international audience, highlight any virtual tours or talks that you plan to hold as part of the day (see below).
Once people have registered for the event, send them a further personalized email closer to the time. This should: set out the agenda, so they can plan their day; give them all the practical information they need, such as transport tips and a map; and offer a named contact person who can help them if they have special requirements such as disabled access. By making attendance as easy as possible, you’ll maximize numbers.
3. Creating a welcoming atmosphere
It goes without saying that you should ensure your Open Day has a welcoming atmosphere. This will make attendees feel comfortable and valued, enhancing their overall experience.
Warm welcome
The moment your attendees walk through the door, they should feel excited and positive about what’s to come. Station your most enthusiastic staff members and Student Ambassadors at the welcome desk to register arrivals, answer questions and provide attendees with everything they’ll need for the day, such as the schedule, a campus map, and information about the various talks and tours. Offer them tea, coffee and biscuits to help ease them into the busy day ahead.
Friendly ambassadors
As well as participating in the talks and events during the day, Student Ambassadors should be on hand to guide and assist attendees throughout your Open Day. Clearly identify them through some sort of uniform, lanyard or name tag, and position them at key locations around campus to direct attendees and answer questions.
Comfortable environment
Ensure that the event space is welcoming, with comfortable seating, refreshments, and clear signage. Provide drinks and snacks in common areas and set up comfortable seating areas where attendees can relax between sessions. Remember that Open Days can be exhausting (especially for parents), so it’s crucial to make time and space for attendees to sit down with a cup of tea or coffee – which is also the perfect opportunity to showcase your food & beverage outlets and to invite them to read the printed prospectus or any other information you make available.
Inclusive experience
Everyone should feel welcome on campus and be able to attend the day’s events. You should have a clear idea of attendees’ special requirements in advance, thanks to your pre-event communication, but in any case, your facilities should be fully wheelchair-accessible, with sign language interpreters provided for presentations where needed.
4. Engaging attendees
Engagement during the event is crucial to leave a lasting impression. The more involved attendees feel, the more likely they are to consider your institution to be part of their future.
Interactive sessions
Interactive sessions such as panel discussions, hands-on workshops, and informal meet-and-greets where potential students can engage with faculty, current students, and alumni are most likely to get a good response and keep people’s attention.
Interactive sessions could include:
- A student life panel, where current students talk about life at the school and answer questions from prospective students.
- Taster workshops based on the activities students do in class, for example group tasks, case studies, practical assignments.
- An alumni panel discussion where former students answer questions about their successful careers and how their time at the school helped them to get where they are.
- An informal meet-and-greet in a campus cafe, where attendees can mingle freely with staff and students (ensure they all wear badges) and ask whatever they want.
- A Q&A about certain aspects of the school, for example the admissions process, career prospects, or details of a specific study programme.
- A virtual tour, short film or quiz showcasing the town or city where your school is based, since location is often a determining factor in a potential student’s choice of institution.
Campus tours
Always popular, campus tours allow attendees to get real insight into life at the school and begin to envisage themselves attending. Plan for small group tours of 10-15 people and sign up enthusiastic current students to lead them, giving them some guidance and practice beforehand to make sure their delivery is engaging. Tours should be long enough to cover everything you want to show, but not so long that people start getting tired and switching off; 60 to 90 minutes is a good ballpark, allowing plenty of time for questions at each stop.
Aim to showcase key facilities, classrooms, dormitories, and recreational areas, pointing out any particular highlights the school is proud of, such as state-of-the-art labs and lecture halls, newly renovated dorms, and popular student hangout spots. Along the way, draw their attention to unique features that set your institution apart, for example the sustainability focus of your restaurants, the wide range of clubs and societies, and any inclusivity initiatives such as Pride Week. But be honest and don’t offer unrealistic expectations – attendees will likely seek out the less glossy aspects of the school for themselves, and they’ll appreciate the tour leader’s transparency.
Lastly, consider filming a virtual tour so that people who are unable to attend your Open Day, or don’t have time for a tour during the event, can still see the facilities for themselves.
5. Providing information
Providing comprehensive information helps prospective students make informed decisions. Transparency about what your institution offers can significantly impact their choice.
Informative presentations
Attendees have come to your Open Day because they want information, so make sure you give it to them. Hold presentations on your academic programs, extracurricular activities, campus life, financial aid, the admissions process and anything else you think relevant. Attention spans are short these days, so it’s important to make these presentations as engaging as you can. They should be concise, informative, interesting and delivered in an enthusiastic – and, if appropriate, humorous – manner. If staff are unused to public speaking, give them a few practice runs beforehand.
Tips for giving a good presentation:
- Smile and make eye contact with the audience
- Speak at your natural pace, projecting your voice to the back of the room
- Don’t read your talk word-for-word from paper or an autocue, but learn it and rehearse it in advance, or speak spontaneously using Powerpoint slides as prompts
- If it’s a large audience, consider asking a question or two to get people engaged, for example, ‘Hands up if you know when this school was founded?’
- Have a glass of water on hand in case your mouth dries up
- Relax! Nerves are normal, and will likely dissipate the longer you speak
Q&A sessions
Allocating plenty of time for questions is vital, since it allows attendees to address their specific concerns and get personalized responses. After each presentation, invite attendees to ask anything relevant to the topic, and hold more general Q&A sessions where people can ask whatever they like, from details of courses to information on clubs, sports facilities and campus security.
Remember that it’s important to allow questions across all your sessions, whether a large format presentation or a small group interactive workshop. Some people are more likely to ask what they want to know in an informal setting rather than in front of hundreds in a large lecture hall.
Personal interactions
No two individuals are the same, so don’t assume that everyone will get everything they need from group events and talks. If possible, encourage one-on-one interactions between prospective students and staff or current students to provide a more personalized experience. This could be done at an informal meet-and-greet, or in an organized manner, for example by arranging for attendees to have lunch with current students in the cafeteria to get an authentic feel for campus life, or organizing one-on-one chats between attendees and faculty members. This shows that you care about prospective students as individuals, which can greatly influence their decision to attend your institution.
Resource centers
However hard you plan, some attendees simply won’t get to all the sessions they intend to, so it’s crucial to provide alternative sources of information. Set up resource centers or pop-up booths throughout your campus, where attendees can get detailed information about different departments, programs, and support services. Consider creating a booth for each academic department, staffed with knowledgeable faculty and students who are ready to provide insights and answer questions. Prepare information packs that attendees can take away with them.
6. Follow-up
A successful Open Day is just the start. Don’t undermine a good first ‘date’ by ghosting your attendees afterwards. Instead, continue to court their interest by following up with personalized communication.
Collect feedback
Have feedback forms available near the exit for attendees to fill in before they leave, ask current students to conduct quick exit surveys, or provide a QR code linking to a quick digital survey that attendees can complete on their smartphones before leaving the event.
This will help you gather insights on attendees’ experiences and their suggestions for improvement, and also show them that you care what they think of your school.
Follow-up communication
Within a week of the event at the latest, use your Open Day registration data to send a personalized thank-you email, prompting them once more to fill in the feedback survey if they haven’t already.
The newsletter could also include:
- A recap of the highlights of the day
- Links to any online resources, such as your virtual campus tour and recordings of talks they may have missed on the day
- A way for the recipient to ask any unanswered questions or book an individual meeting with faculty or admissions staff (if resources allow)
- Information about the steps they should take if they wish to apply to the school
- Links to any further upcoming events
7. Leveraging technology
Digital tools can enhance the experience for attendees and reach a broader audience, including those who cannot attend in person.
Virtual components
The Covid-19 pandemic taught the business world that you do not always have to be in the same place to have a successful event. Digital tools allow you to turn Open Days into hybrid events, enhancing the experience for attendees and offering opportunities for those who cannot attend to nevertheless be part of the experience.
- Virtual campus tour. Film this in advance to send to people who can’t make your event in person. It’s also a useful resource to put on your website going forward, effectively promoting your brand and telling your school’s story.
- Online sessions. Consider recording some of your talks and events and live-streaming them so that those who can’t attend can still be a part of it. These can also be made available afterwards so attendees can catch up on talks they may have missed during the day.
- Webinars. Either as part of your main Open Day or on a separate date, a webinar can be a useful way to reach potential students who live far away or internationally. Ask some of those students and staff who presented in person to adapt their talk for an online event. Webinar hosting providers including Zoom allow for Q&A sessions.
Registration system
Data is a key resource for your event. Use an efficient online registration system to manage attendee information, preferences, and special requirements, so you can tailor your Open Day accordingly. Make sure you specify how their personal data will be used and protected.
Social media engagement
Create some buzz around your event by encouraging attendees to share their experiences on social media using a designated event hashtag. Offering a small prize for the best photo or post from the event is a good incentive. Engage with these posts through your institution’s official account, and ask your Student Ambassadors to do the same, boosting visibility.
A Lasting impression
Ultimately, choosing where to study is a personal decision and likely influenced by factors you can’t always anticipate. But by implementing these tips and strategies for a successful Open Day, your institution will make the best possible first impression, one that will resonate with attendees long after they leave your campus, potentially translating into higher application numbers and yield rates. In other words, it’s the genesis of the relationship you want after this nervous ‘first date’.
