7-point plan to run an effective School Open Day

What counts as a “successful and effective” Open Day?

Clear purpose: You know whether the event is for awareness, enquiries, or applications (or a mix) and design it accordingly.
Engaged visitors: Prospective families feel welcomed, informed, and able to picture themselves at your school/college.
Evidence of impact: You hit (or beat) measurable targets such as registrations, attendance, tour completion, and follow-on actions.
Compliance & care: The day runs safely, inclusively, and in line with UK safeguarding, GDPR, and accessibility expectations.
Conversion: A healthy share of attendees book a taster day/assessment/interview and ultimately apply.

Suggested KPIs: registrations, show-ups (%), tour/talk capacity fill, enquiry forms completed, taster-day bookings, applications within 30 days, NPS/feedback score, and “would recommend” rate.

Set objectives, audience, and KPIs

• Decide the event’s primary goal (e.g., fill Year 7 places; boost Sixth Form applications; grow boarding enquiries).
• Segment by stage (early research vs. application-ready) and tailor messaging/talks.
• Lock in targets (e.g., 250 sign-ups, 70% attendance, 40% book follow-ups) and who owns each metric.

Design a smooth visitor journey (end-to-end)

• Pre-event: simple booking form, instant confirmation, calendar invite, travel/parking info, accessibility notes.
• Arrival: clear signage, friendly stewards, separate lines for pre-registered vs. walk-ins, print-on-demand badges.
• Flow: timed welcome talks, continuous student-led tours, subject “tasters,” drop-in Q&A points.
• Wayfinding: colour-coded routes, floor stickers, and a mobile map/QR guide.
• Exit: obvious next steps (apply, book a taster, request bursary info) and a staffed “decision desk.”

Showcase learning, care, and outcomes

• Prioritise live learning over displays: short sample lessons, lab demos, mini seminars.
• Pastoral & SEND: visible staff for safeguarding, wellbeing, and SEND (have the DSL or deputy on duty).
• Destinations & results: publish recent outcomes, value-added, apprenticeships/university pathways, co-curricular breadth.
• Independent schools: highlight ISI inspection themes; colleges: relevant Ofsted highlights.

Empower authentic ambassadors

• Train a diverse group of students, staff, and (if appropriate) alumni/governors; script key stories, not speeches.
• Briefing cards: FAQs on admissions, bursaries/scholarships, transport, timetable, boarding, enrichment.
• Etiquette & safety: refresh on DBS boundaries, photography rules, and what to do if concerns are raised.

Collect and protect data properly (GDPR-ready)

• Use a compliant booking form with clear consent wording and photography/communications preferences.
• At check-in, verify consent; offer opt-out badge stickers for photography.
• Feed all leads into your MIS/CRM the same day; tag by interest (e.g., Music scholarship, STEM, Boarding).
• Define a retention & follow-up policy; restrict access to need-to-know staff.

Get the operations, safety & inclusion right

• Risk assessment; stewarding plan; first aiders; wet-weather and power-cut contingencies.
• Accessibility: step-free routes, lifts signed, quiet spaces, hearing-assist/loop, accessible toilets, pram parking.
• Inclusion: prayer space, language support, allergy-aware refreshments, gender-neutral facilities where possible.
• Facilities ready: tidy classrooms, working AV, labelled equipment, coat/buggy storage, charging points.

Follow up fast—and personalise

• Same day: thanks email with slide deck, subject map, and “next steps” links.
• Within 48 hours: personalised note referencing what they saw (e.g., “You mentioned interest in A-level Chemistry—here’s a lab taster booking link”).
• Provide dates: assessments/interviews, scholarship deadlines, taster days, bursary clinics.
• Nurture sequence: 3–5 touchpoints (student story, co-curricular highlights, transport/bus info, finance/bursary guidance).
• Track conversion by cohort and channel; run a short parent NPS survey and act on themes.

Mini checklists: tech (AV tested, spare mics), signage (car park to hall), print (badges, maps), people (stewards roster), hospitality (dietary), safeguarding (DSL on duty), accessibility (ramps, lifts), feedback (QR on lanyards).