Boost Your Event Attendance: Discover the Secrets of Effective Online Promotion

In this blog, we share the key strategies from our recent webinar on how schools can boost attendance at open days, alumni reunions, and virtual events using SEO, social media, paid ads, and storytelling.

1. START WITH YOUR WEBSITE

Your website is the foundation of your school’s online presence - and it’s the first place parents will go when deciding whether to attend an event.

SEO Matters

Helps your school appear at the top of the search engine results, attracting prospective parents and increasing the chance of event sign-up.

Use tools like Google Analytics or Ahrefs to find relevant keywords (e.g. best schools near me) and integrate them into event landing pages. This ensures your school ranks higher in searches.

High-quality content, effective metadata and regular updates boost rankings.

Think Mobile-First

With more parents browsing on their phones, your website must be mobile-optimised, fast loading and easy to navigate.

Keep Content Fresh

Don't leave outdated event pages live. Update dates, copy and calls-to-action so that prospective attendees will always see current information.

2. HARNESS SOCIAL MEDIA PLATFORMS

Instagram & Facebook

• Create a branded hashtag (e.g #YourSchoolOpenDay) for consistency and discoverability.
• Use Instagram reminders to nudge users about upcoming events.
• Post countdowns, behind-the-scenes stories, reels, and highlights to build anticipation.
• Use Facebook Events to pin event details to the top of your page and simplify sign-up.

LinkedIn

• Best for alumni events and international families relocating for work.
• Use LinkedIn events or targeted posts to reach professional parents and graduates.

TikTok & Reels

• Short-form video content drives high engagement. Showcases student life, staff stories, and event sneak peeks in under 60 seconds.
• Consistency is key! Don't rely on a single announcement post. Build a campaign with multiple touch points.

3. DEVELOP A CONTENT STRATEGY

Posting regularly is important, but being strategic is even better. One example we've seen work well:

Queen Anne's School in Reading created a 'boarding pass' style post featuring international students. It highlighted their journey and life at the school while trying to participate in an upcoming virtual open event.

• Call to action - every post should drive readers somewhere: register now, book a tour, or learn more
• Branded hashtags - keep your brand even discoverable while aligning posts under one searchable umbrella

Authentic story-driven content not only boosts event attendance but also strengthens your school's overall brand.

4. PAID ADVERTISING: REACHING THE RIGHT AUDIENCE

Sometimes organic reach isn't enough. Paid advertising can amplify visibility and ensure your event gets in front of the right people.

Google Ads

• Use search ads to target parents searching "best schools near me" or "school open day [city]"
• Support with display ads for broader awareness.
• Keep ad copy short, clear and action-oriented ('Book Now' 'Visit Us' 'Register Today')

YouTube Ads

• Create 45-90 second videos to showcase your school and promote events
• Shorter videos perform better - especially when attention spans are limited

META Ads (Facebook & Instagram)

• Target by demographics, interests, and location.
• Use portrait or square video formats for mobile-first engagement.
• Avoid overly long captions - stick to 100 characters for maximum impact.

Boosted Posts

• Perfect for extending the reach of a strong organic post (like a student story)
• Always boost via desktop - boosting via the iOS app costs more due to Apple's service fees

LinkedIn Ads

• Best suited for alumni events or international audiences
• Allows highly specific targeting based on industry or profession

FINAL THOUGHTS

Boosting event attendance isn't about one magic tactic - it's about creating a joined-up strategy that starts with your website, builds momentum through social media, and uses targeted advertising to reach the right families.

By planning early, sharing authentic stories and making it easy for people to engage, schools can turn interest into action and ensure every Open Day, Alumni reunion, or virtual event is well attended and memorable.

At Interactive Schools, we specialise in helping schools strengthen their online presence and drive real results. Want to boost attendance at your next open day? Let's make it happen - book a call with our team today and start planning for success.