This article was submitted by Robyn Hope, Registrar, Hunter Valley Grammar School (NSW)
It’s more than just meeting enrolment targets; it’s about creating an emotional connection. As Maya Angelou once said, “The desire to reach hearts is wise.”
In my experience, success comes from how we make families feel as they tour, engage, and ultimately, enrol. While we often speak about journey and data, what matters most is the felt experience of our families. To empower families to speak highly of their experience, choose us, and feel good about their decision, we focus on the personal touch from the very start. A personalised welcome sign, using a family’s name, can make an incredibly powerful impact. Families often stop to take a photo of the sign when they arrive and again at the end of their tour, this time with their child in the photo. This is a small yet powerful gesture that shows we value them.
Admissions is not just transactional. Families want to feel seen and understood, especially when dealing with challenges like transitioning to a new educational institution, relocating, or navigating the complexities of the enrolment process. We ask families to commit to a long-term relationship with our institutions, often for up to 13 years, so it’s crucial to invest in building that trust and rapport from the outset.
The small things matter — talk with a smile, listen intently, personalise each interaction. It’s essential to use data to inform decisions. By tracking leaver data, churn rates, and enrolment trends, we can make more confident choices. Tools like Power BI provide a clear snapshot of vacancies and allow us to understand how we’re tracking. By following a family’s journey through the entire enrolment process, we can learn valuable lessons to improve the experience for future families.
Most importantly, enjoy the journey. Working in Advancement has taught me lessons in humility, kindness, and generosity of spirit. On busy days, when it feels like I am not succeeding, I am thankful for the opportunity to work in this profession. It is a privilege to touch the hearts of those seeking entry and, in a small way, help empower their success.
The important thing to remember is that in the Admissions process, success is as much about relationships as it is about results. While data and enrolment metrics are essential, true success is defined by the connections we build and the trust we nurture with each family. These moments of care and empathy, from a welcoming smile to a personalised gesture, create a lasting foundation that extends beyond the enrolment process. When families leave feeling valued and understood, they become advocates who strengthen the community and inspire others to join. Ultimately, the role of an Admissions professional is not only to meet goals but to enrich lives and foster a legacy of belonging and community.
Robyn Hope
Registrar, Hunter Valley Grammar School (NSW)
