The Power of Personalisation: Using HubSpot to Nurture Prospective Families

There's no denying the impact of recent changes- schools are now faced with a very different, constantly evolving landscape. The need to deliver timely and personalised communications is more prevalent than ever before.Whether you're managing open day registrations, nurturing prospective families, or communicating with agents, personalisation is the key to making every touchpoint meaningful. This is where HubSpot's personalisation tools shine, and with the right implementation and guidance from experts like HubGem, you can unlock their full potential to nurture parent and agents.

Why Personalisation Matters for Schools

Prospective families expect more than 'one size fits all' communication. They want to feel understood, supported, and guided through what can often be a complex admissions or application journey. Personalisation helps build trust and ensures prospective families feel valued. Ultimately this makes you stand out and increases the likelihood of the family applying to your school.

For schools, this might look like:

• Tailoring messages to prospective parents based on their child's year of entry or areas of interest (e.g. english, sport, creative arts)

• Sending invites to events that you know will be of particular interest to a family based on their priorities

• Sharing relevant content at the right stage of a families decision-making journey

This kind of communication nurtures relationships and boosts enrolment outcomes.

Not sure where to start with tailoring your comms?
👉 Download our free Inbound Marketing Toolkit

Using HubSpot to Personalised Prospective Families Journey

HubSpot offers a suite of tools to help marketing and admissions teams build personalised journeys. The best part? With these fantastic tools it's not as time consuming as you likely think. Here’s how schools can use key features to craft more tailored experiences:

1. Lifecycle Stages

HubSpot’s lifecycle stages allow you to segment contacts based on where they are in their journey- from initial enquiry to alumni, and everyone in between. By clearly defining these stages, your team can:

• Deliver content that is relevant to where a prospectively family is at in their journey with you

• Track a families progress through the admissions journey, delivering timely communications to encourage them forward to the next stage 

• Use automation to trigger call tasks being set for your admissions team. e.g. calling a family if they have remained in the same stage of their journey for a certain amount of days 

These actions help ensure no prospective families fall through the net. Families will be getting relevant communications at the correct time throughout their journey with you.

2. Smart Segmentation

Segmentation allows you to group contacts based on demographics, behaviour, form submissions, interests, or any custom property you define. For schools, this means you can:

• Create lists of  parents based on criteria such as: academic year of entry, boarding requirements, ares of interest, prospective students who's parents are alumni

• Send communications tailored to these lists of contacts, this could be newsletters or event invitations for example

• Analyse engagement across segments to better inform decision making

With HubSpots lists and filters you can quickly and easily segment your contacts into the groups you need. This is also great for segmenting your agent contact too.

3. Marketing Automation

Automation is where personalisation becomes powerful at scale. With HubSpot’s workflows, you can automate:

• Email sequences based on form submissions, engagement or lists

• Pre and post event communications 

• Internal task creation for admissions teams to call or email prospective families 

Automating day to day tasks, whilst maintaining personalisation, frees up time for your admissions team to contact families on a one to one basis when they need it most.

Ready to map out your own personalised admissions journey?
👉 Book a HubSpot strategy session

The HubGem Advantage: HubSpot for Education Specialists

While HubSpot offers incredible flexibility, unlocking its full value requires strategy and experience, especially in a sector as unique as education. That’s where HubGem comes in.

As HubSpot specialists working exclusively within the education sector, we understand the nuances of admissions process and the internal processes that shape them. Working with HubGem you receive:

• Custom implementation and onboarding tailored to your processes and goals. 

• Dedicated consultant single point of contact who will work tirelessly to provide you the best possible onboarding experience 

• 5 star service we have 100% 5 star reviews 

We offer best-in-class education and non-profit specific Onboarding, providing HubSpot technical expertise as well as value-added insights from our wealth of experience from working with (and within) these sectors.

 See why 100+ education clients rate our onboarding 5 stars
👉 Read our reviews

Get started with a custom onboarding plan for your school
👉 View our onboarding packages

Personalisation in Action 

When schools use HubSpot to build meaningful, tailored experiences, the results speak for themselves:

• Higher engagement rates

• Better conversion from enquiry to enrolment

• Happier, more supported families

Ready to Personalise Your Prospective Families Journeys?

If you’re looking to harness the power of personalisation in your school, contact HubGem today. We’ll help you map, build, and scale a strategy that makes every interaction count-powered by HubSpot and grounded in what works for education.

👉 Learn more about our services or book a chat with our team