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Working notes on admissions marketing.
Arguments, benchmarks and mechanisms from live accounts. Written for people who run institutions, not for other marketers.
Planned first pieces
The queue, published as written.
This section goes live with the site. Until a piece is published, the title below is the plan rather than a link.
Why cost per lead is the most expensive number in school marketing
The arithmetic of optimising toward form fills, and what changes when campus visit becomes the conversion event instead.
Admissions marketingThe four-day gap: what happens to enquiries nobody calls
A month of enquiry data from a mid-size CBSE school, traced from form fill to admission, with the drop-off at each stage.
Follow-up systemsWhat a school should actually spend, by city tier
Floor budgets below which the data is too thin to optimise, and what to spend on instead when you are under that floor.
BudgetsReading your agency’s monthly report properly
The five numbers that should be on it, the three that are usually there instead, and the questions that get a real answer.
IndustryOffline conversions: closing the loop between Meta and your admission register
Why platform-reported conversions and confirmed admissions disagree, and the fortnightly export that fixes it.
TrackingFirst-year admissions for a brand new school
The founding-families cohort play: what to say when you have no results, no alumni and no reviews.
New schoolsWould rather talk than read?
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