Among the questions I receive frequently, a few stand out as particularly common. One of these is some version of: “But what about the people who don’t even look at us?”
Generally, when schools do market research, they focus on audiences who’ve already engaged on some level—current families, alumni, families who inquired but didn’t apply, and so on. These groups are important, but this question points to a different audience: families who have never engaged with your school—the literal or proverbial recipient of a cold-call pollster.
The problems with cold polling
Reaching this audience is challenging, and the typical cold-polling method has its limitations. First, it’s expensive! But beyond that, individuals unfamiliar with your school may provide feedback based on assumptions or stereotypes, which may not reflect the reality of what your school offers. Additionally, their responses often lack the depth and nuance of insights gained from people who’ve had direct interactions with your school. This doesn’t mean that their perspectives aren’t valuable—it just means we need to approach this group strategically.
Why these families matter
Understanding the perspective of those who aren’t even looking at your school can offer critical insights into how your institution is perceived—or, perhaps more importantly, not perceived. Their feedback can help answer questions like:
Are families in your target market aware of your school?
If they are aware, do they have misconceptions or barriers preventing them from exploring further?
Are there larger trends in your area or market that make certain groups less likely to engage?
A Two-Pronged Approach to Reach Cold Audiences
To tackle this challenge, I recommend a two-pronged approach:
1. Leverage Existing Audience Research
Your existing research with engaged families is an invaluable starting point. It can reveal patterns that hint at what may (or may not) resonate with those who are disengaged. For example:
What are the key motivators that drew current families to your school? Are those attributes being effectively communicated in your broader messaging?
What barriers or concerns were raised by families who inquired but didn’t apply? Are there commonalities that might also apply to cold audiences?
Are there gaps in awareness or misconceptions even among engaged families? These can provide clues about how outsiders might perceive your school.
2. Intentional Outreach to Cold Audiences
To directly reach disengaged families, consider creative strategies for intentional outreach:
Community Surveys: Use geo-targeted polls on social media to gather feedback from families in your target area. Ask open-ended questions about what they look for in a school or their awareness of local options.
Collaborate with Local Organizations: Partner with community groups, preschools, or daycare centers that interact with your target demographic. These organizations can provide valuable introductions or distribute surveys on your behalf. Your connections with feeder schools and other referral sources are key here.
Test Broader Messaging: Use A/B testing on digital ads or email campaigns to determine which messages resonate most with new audiences.
Leverage Informal Feedback Loops: Attend community events or partner with local spaces where families gather. These casual interactions can reveal valuable insights about perceptions and priorities.
Moving Beyond Engagement
The goal isn’t necessarily to turn every disengaged family into a prospective family. Not all families will align with your mission, and that’s okay. Instead, this work is about ensuring that your school’s messaging, outreach, and positioning resonate beyond your immediate circle. Over time, a broader understanding of your market can help refine your admissions strategy, strengthen your value proposition, and ultimately bring new families to the table—families who might otherwise never have considered you.
So yes, the people who “don’t even look at us” are worth considering—but I don’t recommend that schools become overly fixated on them. Not every family will align with your mission, and focusing too much on this audience can detract from the relationships you’ve already built. Instead, use these insights to fine-tune your messaging and broaden your reach in ways that feel authentic to your school’s values. By doing so, you can expand awareness thoughtfully and strategically, while staying true to what makes your school unique.
