Finding the perfect school for a child doesn’t always follow the “traditional” private school enrollment timeline. Families move, circumstances change, and sometimes the right fit just isn’t found at the start of the year. Whether it’s a mid-year transfer because of a relocation, a missed application deadline, or students aren't clicking with their current school, families are often looking for new options during the school year.
For private schools, enrolling a child in school mid-year shouldn't be seen as filling seats or padding your enrollment numbers—it’s a chance to attract motivated families who are ready for a change, offer families the flexibility they need, and welcome students into an environment where they can thrive at any point of the year.
If you’re targeting relocating families or late applicants, there are ways to engage families seeking a switch and position your school as the perfect place for a fresh start.
Identifying Your Target Audience
To make your mid-year enrollment strategy effective, start by understanding these families' specific needs and motivations. Then, you can tailor your messaging and outreach to address their concerns and make your school an even more appealing option.
1. Relocating Families
Make it clear that your admissions process is designed to make the transition easier, even if it's mid-year.
Relocating families make up a large portion of mid-year applicants. Whether because of a job transfer, military reassignment, or a family move for personal reasons, parents may be unfamiliar with the area and need a school that welcomes new students throughout the year. These families are often looking for a school that can offer a smooth transition because moving with kids is rarely ever fun.
Show your school's ability to accommodate students, and highlight any support services you offer, like orientation programs for new students, peer mentorships, or academic catch-up plans. Families may also be attracted to schools that offer flexible start dates, rolling admissions, and virtual tour options if they can’t visit in person.
American Heritage Schools has a host of information for families relocating to Florida, including resources from their admissions office. If and when families are interested in applying to AHS, they can do so easily through Finalsite Enrollment.
2. Families Wanting a Better Fit
Whether it’s an academic or social issue or something related to the school's vibe, parents want a better fit for their child and often need to make a switch ASAP.
To attract these families, focus on the strengths that make your school different. Highlight the elements of your school that address common issues, like the number of students, personalized learning plans, or a strong sense of community.
Quotes from current parents or students who made a mid-year switch can also help show your school is capable of offering a positive change. Make sure that your messaging speaks to a better educational experience and emphasizes how students can feel more supported—academically and socially—after transferring to your school.
3. Waitlisted or Late Applicants
Provide details about how quickly your admissions team can process applications and what steps are involved to reassure them that applying late isn't a stressful experience.
Hey, it happens…Late applicants may have missed the initial admissions deadlines for various reasons, but that doesn’t mean they’ve given up on finding the right school. These families might still be considering their options at another school and are now looking for available spots, and your school can swoop in to meet their needs.
For these families, clear communication about your rolling admissions and enrollment process is key. If your school can accept late applications, highlight this option on your website and in your outreach. Some families may feel like they’ve missed their chance altogether, so it’s important to remind them that spots are still available and that enrolling full-time can still be a great option.
Creating a Mid-Year Campaign to Increase School Enrollment
A successful mid-year enrollment campaign needs specific messaging that resonates with families searching for a school mid-year.
1. Highlight the Benefits of Mid-Year Enrollment
Focus on the benefits of transferring during the school year—yes, there are some! Families considering a switch may be nervous about how their child will adapt to a new environment halfway through the year.
Your job is to show them why your school is prepared to make the transition smooth and beneficial for their child.
- Do you have peer mentor programs?
- Is there a counselor dedicated to helping new students?
Let prospective families know that your school is experienced in working with transfer students and can offer personalized academic plans that help students catch up if needed, like extra tutoring or study groups that ensure the student doesn't fall behind.
Promote any extracurricular activities, specialized academics, or enrichment programs that students can join right away. Who knows—families looking for a change may be doing so because their current school lacks these opportunities.
2. Tailor Your Marketing Materials
Your marketing and admissions materials should clearly communicate that your school accepts mid-year students, so start by updating your website. Create a dedicated section for mid-year enrollment that explains the process step by step. Use clear headings like "How to Enroll in a School Mid Year" or "Transfer Students" to make it easy for families to search and find the information, like the Academy of the Holy Names High School makes available.
This section should outline:
- The steps for applying
- Required materials
- Special procedures for mid-year applicants.
- Any frequently asked questions to address common concerns
For email campaigns, segment your audience to target families who’ve previously expressed interest in your school but haven’t enrolled yet, like families who attended an open house or requested information earlier in the year.
Your email content should share what amazing things have been happening on campus so far this year and should remind them that it’s not too late. Include a clear call to action, like scheduling a campus visit or speaking with an admissions officer.
Social media ads can be another powerful tool for reaching prospective families, especially those who are relocating. Platforms like Facebook and Instagram allow you to target by location, family demographics, and certain live events (like "recently moved"), making it easier to connect with your target audience. In these ads, use simple, direct messaging that highlights your school’s ability to accept new students now and link directly to your mid-year enrollment page.
3. Promote Rolling Admissions and Flexible Start Dates
Some families may need time to transition between schools, especially if they’re moving, and many families looking for a new school mid-year may be concerned about whether they can start right away or if they’ll need to wait for the next term.
If your school offers rolling admissions and flexible start dates, make sure this is front and center in your marketing materials. It’s a major benefit that can set your school apart from others, so make it clear that your school can work with these different timelines, whether it’s starting right after a holiday break, a long weekend, or during a quieter period of the academic year.
Trinity-Pawling School makes the transition as smooth as possible by answering a lot of questions, everything from purchasing textbooks to information about student life.
4. Promote Word-of-Mouth Referrals
Current parents can be one of your most valuable resources, and word-of-mouth referrals, or WOM, can carry a lot of weight, especially when families trust the recommendations of their peers.
Reach out to students or parents about enrolling their kids in school mid-year and ask them to share their experiences, from the best restaurants to which school events are “can’t miss.”
Just like High Mowing School, where about 40% of its students are new to the school, highlight stories from those who felt welcomed by the school community in your email campaigns, on your website, or as part of your social media strategy.
5. Virtual Tours and Online Admissions
When families are relocating, they may not be able to visit the school in person. A high-quality virtual tour and campus map lets them see classrooms, athletic facilities, and common areas to give them a sense of your school.
Pro Tip: Students are just as nervous as their parents, so include areas of the school they care about, too, like the dining hall or student lounges.
Along with virtual tours, a seamless online admissions process is essential. This should be simple, clear, and quick to complete. Offer online forms that families can fill out and give them access to all the information they’ll need, including deadlines, personalized checklists of their required documents, and tuition details.
This kind of personalized support can make a big difference when families are dealing with the stresses of relocating.
6. Connect with Local Real Estate Agents
Real estate agents and relocation companies often play a BIG role in helping families find schools when they move to a new area. Reach out to real estate agencies and offer them materials that highlight your school’s mid-year enrollment options.
You can provide info packets with brochures, fact sheets, and a link to your virtual tour, just like Tower School in beautiful Marblehead, MA, has provided. This way, when a family is searching for schools, the agent can provide them with all the details about your school.
Pro Tip: Can your school comfortably host a conference or professional retreat? Reach out to local real estate companies and offer your campus for their next company meeting—you’ll get everyone on campus and make a great impression!
The key to successful mid-year enrollment is making the process as smooth and supportive as possible. By identifying families in need of a mid-year switch and offering them a welcoming environment, your school can not only fill unexpected openings but also build long-term relationships that can lead to stronger retention, sibling enrollment, and more parent advocates.
ABOUT THE AUTHOR
Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. As Finalsite’s Senior Content Marketing Manager, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.