Hi Kamila,
We send a Quarterly Newsletter to all leads through Funnel, our enrolment software. This newsletter picks the best and most relevant bits of our weekly newsletter for current parents and includes a call to action, invitation to tours and an enrolment update.
We also send out invitations to relevant groups of leads to school events which are open to the public – school musical, wellbeing events etc. Depending on need, we also send out marketing emails to try and boost waitlists ie, send a “Have you considered Year 5 entry?” to those who have applied for Year 7 in advance.
Those who attend a tour (or do not attend) get a series of automated emails over several weeks as well.
You could also set up an automation to send applicants a birthday email each year as a way to keep your school top of mind.