A well-planned open house can be a turning point for prospective students. It’s their chance to experience your school firsthand, explore programs, and connect with faculty and admissions staff. Yet, even with careful planning, many institutions struggle to attract attendees.
Students today have more options than ever. If your open house doesn’t stand out, it’s easy for them to skip it or choose another school’s event instead. A low turnout means missed opportunities, not just for enrollment but for building relationships with future students.
So how do you make your open house a must-attend event? It starts with smart outreach, digital promotion, and creating an experience that makes students excited to show up. This guide covers proven strategies to boost attendance and engagement, helping you turn your open house into an enrollment-driving event.
Why Open Houses Matter
For many prospective students, an open house is more than just a campus visit, it’s their first real connection with your school. It’s where they get a feel for the environment, meet faculty, and picture themselves as part of the community. That first impression matters, and it can be the difference between submitting an application or moving on.
An open house also provides a key opportunity for personal interaction. Meeting instructors, talking with admissions counselors, and seeing hands-on demonstrations can make programs feel more real. Research shows that 69-80% of students say campus visits influenced their final decision1, proving just how much in-person experiences impact enrollment.
Schools that invest in a well-executed open house often see a direct boost in enrollment. A high-energy, engaging event builds excitement, reassures hesitant prospects, and helps them take the next step. Without it, they may never fully understand what sets your institution apart.
Targeting the Right Audience
Filling up your open house starts with reaching the right people. The goal isn’t just to increase headcount, it’s to attract prospective students who are seriously considering your programs and connect them with the decision-makers who can guide them.
Who needs to be there? Focus on students who are actively researching their education options. Instructors play a critical role in answering questions about coursework and career paths, while admissions counselors help navigate the enrollment process. Current students can also be powerful ambassadors, offering real-life perspectives and helping visitors feel at home.
Personalized outreach makes an impact. Email campaigns, direct mail, and digital ads—especially those featuring video and student testimonials—can capture attention and drive RSVPs. A well-timed invitation with a compelling reason to attend can make all the difference.
Don’t overlook existing leads. Students who have inquired about programs but haven’t enrolled yet are already familiar with your school. An open house could be the nudge they need to take the next step.
Digital Strategies to Boost Attendance
A strong digital marketing strategy ensures your open house gets in front of the right audience and stays top of mind. By leveraging social media, paid ads, and direct communication, you can maximize visibility and engagement leading up to the event.
Social media marketing is a must. Tease event details through Instagram Reels and LinkedIn posts to build excitement. Share behind-the-scenes content, student testimonials, and countdowns to create urgency. Encourage prospective students to RSVP and spread the word with a branded hashtag campaign, making it easy for attendees to engage with your school online.
Paid ads and retargeting help capture interest. Use Meta, Google, and CTV ads to reach students where they spend the most time:
- Meta Ads (Instagram & Facebook): Target students based on interests, location, and behavior.
- Google Ads: Capture students actively searching for career training programs.
- YouTube Ads: Keep your brand in front of potential students.
- CTV (Connected TV) Ads: Reach students through streaming platforms like Hulu, Roku, and YouTube, ensuring high visibility with less competition.
Email and SMS campaigns drive attendance. Leading up to the event, send reminder emails with sneak peeks of what attendees can expect. For last-minute engagement, use SMS messages to provide directions, parking details, or a quick check-in link. A simple text like, “Excited to see you today at 4 PM! Here’s a quick map to help you find us,” can help reduce no-shows.
Leveraging Current Students & Alumni
Nothing builds trust with prospective students quite like hearing from their peers. While polished marketing materials and faculty presentations are valuable, personal stories from students and alumni make your school feel more relatable and authentic.
Student ambassadors create a welcoming experience. Having current students lead tours, share their experiences, and answer questions gives visitors a real sense of what life is like at your school. They can talk about classes, campus culture, and career opportunities in a way that resonates with prospective students.
Alumni spotlights showcase real success stories. Featuring graduates who have built successful careers highlights the tangible outcomes of your programs. Whether through video testimonials, live Q&A panels, or alumni guest speakers, these stories reinforce the value of your school’s training.
Referral incentives help expand your reach. Encourage enrolled students to invite friends, family members, or colleagues who may be interested. Offering a small incentive, like a gift card or a chance to win school-branded swag, can boost word-of-mouth promotion.
Creating an Experience, Not Just an Event
An open house should be more than just a standard campus tour. It should be an immersive experience that gives prospective students a real feel for what your school has to offer. The more interactive and engaging the event, the more likely attendees will leave excited about enrolling.
Hands-on demos bring programs to life. Instead of simply talking about coursework, let students experience it firsthand. Whether it’s a coding workshop, a healthcare demonstration, or a short skills-based activity, interactive sessions help students see how your programs prepare them for their careers.
Live Q&A panels build trust and connection. Give attendees the opportunity to ask real questions to faculty, current students, and alumni. Addressing concerns like program flexibility, job placement rates, and student support helps remove doubts and reinforces the value of your school.
Personalized tours make a difference. Rather than offering a one-size-fits-all walkthrough, customize tours based on student interests. If a prospective student is considering a specific program, connect them with instructors, visit labs, or let them sit in on a class to create a more tailored experience.
Exclusive perks encourage action. Incentivize attendance by offering perks like waived application fees, priority course registration, or free branded merchandise. These small benefits create urgency and increase the likelihood of conversion.
Post-Event Follow-Up
The open house is just the beginning. Keeping prospective students engaged after the event increases the chances of turning interest into enrollment. A strong follow-up strategy ensures attendees feel valued and have the information they need to take the next step.
Personalized thank-you emails keep the momentum going. Within 24 hours of the event, send a follow-up email that recaps key highlights, includes links to important resources, and outlines the next steps. This could be a reminder about application deadlines, financial aid options, or upcoming one-on-one advising sessions.
Follow-up calls and texts provide a personal touch. A quick check-in from an admissions counselor can answer any lingering questions and guide prospective students toward enrollment. Text messages can also be used to remind attendees about important dates or invite them to schedule a meeting.
Invite them back if they aren’t ready to commit. If a student didn’t enroll after the open house, keep them engaged by offering another visit, an online Q&A session, or a virtual campus tour. Keeping the conversation open ensures your school stays top of mind.
Moving Forward
A successful open house isn’t just about opening your doors, it’s about creating an experience that excites prospective students and helps them see a future at your school. By targeting the right audience, leveraging digital marketing, involving student ambassadors, and crafting an engaging event, you can turn an open house into a powerful enrollment tool.
Even small adjustments to your strategy, like adding interactive demos or improving follow-up communication, can lead to higher attendance and stronger enrollment results. The key is making sure every touchpoint, from the first invitation to post-event follow-ups, keeps students engaged and moving toward enrollment.
Want expert guidance on filling your next open house? Let’s talk about a strategy designed for your school.
1 https://www.niche.com/about/enrollment-insights/effectiveness-recruiting-travel-campus-visits-2023
