Imagine you’re a parent beginning the school search for your child. It might be that you recently moved, or that your child’s current school isn’t meeting your needs. Shopping for schools isn’t something you do often, and the thought of researching all your options and narrowing down your choices feels overwhelming — especially when you have no idea where to start or what questions to ask.
You’re clicking around school websites, but nothing seems clear. You can’t find tuition information or affordability options, you’re unsure of the grade offerings, and navigating around information written for already enrolled families isn’t making you want to apply.
Can you sense the overwhelming feelings of exhaustion and uncertainty the parent is going through?
Families want reassurance that they’re making the right choice when it comes to their child’s education. But they’re also navigating a complex decision-making process, often with limited information and a sense of urgency.
When you meet families where they are with empathy and hospitality, you help them feel understood on a deeper level. And when families feel understood, they want to hear what you have to say.
Empathy and hospitality in enrollment marketing
In the context of enrollment marketing, empathy is more than just feeling for prospective families; it’s feeling with them. It’s understanding that families are processing a great deal of information, managing various emotions, and making decisions with lasting impact. When we lead with empathy, we acknowledge their challenges and actively work to lighten their load.
On the other hand, hospitality says, “We knew you were coming, and we’re glad you’re here.” It’s about preparation and thoughtfulness, ensuring that every interaction a family has with your school is welcoming.
As a marketing and admissions professional, you’re tasked with the challenge of reducing friction at every touch point. And while that might feel daunting, the good news is you’re living in the age of AI, and AI-powered inquiry-generation tools like Halda can help ease this burden.
Ok, ok … that’s easy for us to say, right? You might be wondering what that actually looks like in practice. How can Artificial Intelligence create an authentic experience where families not only feel understood but also gain the tools they need to make informed decisions quickly and reduce the anxiety that comes with the school search? How can AI ease your responsibility in recruiting and retaining right-fit families?
We’re glad you asked.
How AI helps you lead with empathy
One of the greatest strengths of AI in enrollment marketing is its ability to create personalized experiences. Let’s take a closer look at Halda, for example. When a family lands on your school’s website, Halda immediately engages with them, asking questions that help uncover their specific needs and concerns. Instead of overwhelming families with one-size-fits-all information — or making them search on their own for it — the AI-driven platform finds answers for the prospective family, aligned to their interests. All they have to do is ask.
A family concerned about affordability might be automatically directed to resources about tuition assistance, while a family focused on academic programs might be shown Age-and-Stage® guides. If they are considering a faith-based school, a family might be looking for a statement of faith, or examples demonstrating how you live out your mission statement. This instant, tailored support shows that your school understands the family’s needs and you want to provide them with answers to their questions.
When you integrate an AI tool like Halda into your digital strategies, you’re saying to families: “We know there’s a lot to think about as you compare options. Let us make it easier for you.”
The role of hospitality in AI-driven enrollment marketing
While it’s easy to see how AI can make school searches easier for prospective families, it’s also important to consider how AI demonstrates hospitality. When Halda greets prospective families with tailored information, it sends a clear message: “We’ve prepared for your arrival, and we’re ready to help.” This level of hospitality can turn what might otherwise be a stressful, frustrating search into a positive experience.
Hospitality in the digital age means providing the right information at the right time. When combined with a strong content strategy, Halda helps schools do this by answering questions immediately and accurately, ensuring that families never feel like they’re left in the dark. When thinking about investing in AI strategy, one of the most important things to focus on is the quality of your website content. The AI tools that help families find useful information are only as good as the content that you provide to them. By offering a consistent, thoughtful experience, you’re reinforcing your school’s reputation as a welcoming, organized, and caring institution. In many ways, this helps parents feel confident that you will provide the same level of care and attention to their child’s well-being and education after they’ve enrolled.
AI as a strategic tool for enrollment teams
It still stands that AI can’t replace human connection, or the digital strategy that’s needed to get families to your website. But it can support your efforts by giving you valuable insights that inform your enrollment process. In addition to positioning you as a school that leads with empathy and hospitality, tools like Halda will allow you to:
- Gain valuable insights into what prospective families are interested in, what questions they’re asking, and what information they’re seeking.
- Use data to inform your marketing strategies, helping you refine your messaging and website content to better meet the needs of prospective families.
- Position yourself favorably compared to your competitors who might not make it easy for parents to get the information they need.
The result? More qualified, right-fit families who want to be part of your school community.
If you’re curious about how AI-driven solutions can elevate your school’s marketing and enrollment efforts, we’re here to help. North Star Marketing offers a free, no-obligation demo of the Halda platform, along with an assessment of your website’s readiness to leverage AI for inquiry generation.