Project Description

Creating Wow Open Mornings to Make Your Admissions Stats Fly

Long Close School

Creating Wow Open Mornings to Make Your Admissions Stats Fly

Long Close School

Supporting Pupil Recruitment

Mystery Shop

Long Close School is a leading independent school for boys and girls aged 2 to 16 in Berkshire. Well-established Head Kam Niijar promotes individualised learning and encourages each child to do the very best they can in a caring, family environment. A member of the Cognita School Group, Long Close is part of a family of over 100 schools worldwide.

The challenge

Long Close School were looking for some interim support while they recruited a new marketing manager. The school wanted to ensure their marketing could attract strong pupil numbers and appeal to a highly aspirational parent body.

Ambleglow had recently begun to support the team with managing their advertising schedule, from radio to magazine opportunities. The team then approached us to go undercover and experience the real customer journey. So we audited their open morning, with a school mystery shop.

Armed with her own experience of parenthood and a perfected prospective parent persona, our Ambleglow mystery shopper was set to offer some honest and practical advice on the school’s September open morning.

The solution

As with all our school mystery shops, the investigation began at booking stage. We looked at ease of navigation on the website, the booking form and any pre-event communications. On the day of the open morning, our keen-eyed reporter gathered a whole range of information. From finding the venue and the welcome from staff, to in-depth insights on the tour experience and presentations. No stone was left unturned as branding, student representatives, communication of USPs, atmosphere and post-event follow up were all analysed.  

With Ambleglow’s extensive knowledge of schools, the team prepared a comprehensive school mystery shop report. The report included detailed findings, as well as realistic recommendations for improvement. The school made use of the insights to strengthen their pre- and post-event communications and to update their event activities and messaging to drive prospective families down the funnel. 

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