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Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

Admissions Marketing Handbook Sixth Form Edition - By Martin Lopez, Head of Marketing Get in touch windsoracademytrust.org.uk

@WinAcadTrust

Windsor Academy Trust 1

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

Table of Contents: Introduction

About Windsor Academy Trust

Purpose of the handbook

Admissions process overview

Important dates

Comms toolkit

Section 1: May - Preparations begin

1.1 Sixth Form Admissions Student Tracker

1.2 Prospectus Review and Amendments

1.3 Website Review

1.4 Identification of Open Event Dates

1.5 Creation of Digital Events and Content

1.6 Building Connections

Section 2: June and July – Campaign Planning and Launch

2.1 Launch of the RACE Campaign

2.2 Launch of Digital Events – Starting the ‘Reach’ Phase

2.3 Review Courses for the Next Academic Year

Section 3: August – Campaign Ramp-Up and Results Day Planning

3.1 Year 11 Results Day – A Key Moment

3.2 Summer Campaign Scheduling

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

3.3 Preparing for September Launch

3.4 Post-16 Results Day (A-Level/Level 3)

Section 4: September – Act Campaign Launch and Open Event Preparation

4.1 Launch of Act Marketing Campaigns

4.2 Year 11 Form Time Presentations and Assemblies

4.3 Careers Events and External School Visits

4.4 Open Event Preparation

Section 5: October to December – Open Event Delivery and Conversion

5.1 Open Events and School Tours

5.2 Conversion Campaigns

Section 6: January to April – Conversion and Conditional Offers

6.1 Subject Consultation Meetings and Conditional Offers

6.2 Late Applicant Marketing Campaign

Section 7: Summer Term – Engagement and Late Conversion

7.1 Transition Days and Engagement Activities

7.2 Continued Conversion of Late Applicants

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

About Windsor Academy Trust Windsor Academy Trust (WAT) is a network of 12 successful schools established in 2011, serving around 7,500 students aged 2 to 18. Our family includes seven primary and eight secondary schools, with plans for further growth. At WAT, we prioritise student-centric teaching and learning, backed by a culture of continuous improvement and professional development. Collaboration across primary and secondary schools and our innovative approach has been pivotal to our success. Over the past decade, we’ve built a reputation for delivering excellent education, supported by our committed staff. As we look to the future, our vision is to continue providing the highest quality education, helping every student realise their potential.

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

Purpose of the handbook The purpose of this handbook is to provide strategic guidance and practical resources to support the admissions marketing process for the Sixth Forms within the WAT family. This aligns with our overarching strategy, aiming to continue our growth and provide excellent education to every student. As we embark on our second decade, the WAT strategy focuses on five ‘big moves’ and five ‘enablers’ to drive our progress. This handbook particularly aligns with one of these enablers - Marketing and Communications. Our aim is to develop a marketing and communications strategy that not only supports our goals but also ensures that our strategy is clearly communicated and understood within our community. We believe that effective marketing and communication are integral to our success, playing a vital role in engaging prospective families, showcasing our schools’ strengths, and ensuring we meet our admission targets. This handbook serves as a tool to help our headteachers and marketing leads navigate the admissions process efficiently and effectively, ultimately supporting WAT’s mission of unlocking students’ academic and personal potential. 5

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

Admissions process overview At Windsor High School and Sixth Form and Aspire Sixth Form, the admissions process is strategically designed to attract, engage, and enrol prospective students through a comprehensive and structured approach. The process commences with a thorough review and enhancement of marketing materials, including the prospectus, ensuring they accurately reflect the Sixth Form’s offerings and successes. Following this review, targeted marketing campaigns are launched between June and September. These campaigns are directed towards current Year 11 students within the school and external students from nearby secondary schools, aiming to generate interest and awareness ahead of the Open Evenings. Recognizing the importance of early engagement, there is also a concerted effort to reach Year 10 students during the summer term. This initiative is designed to introduce them to the concept of Sixth Form education, encouraging them to consider their post-16 options well in advance.

applications received after the soft deadline are processed in the same manner, ensuring all applicants are given due consideration. To facilitate a smooth transition, Sixth Form transition days are held during the Summer Term, providing incoming students with an opportunity to acclimate to the Sixth Form environment. On Year 11 Results Day in August, students who meet the conditions of their offers are officially enrolled into the Sixth Form. For those who do not meet the entry requirements, discussions are held with the Sixth Form team on the same day to explore alternative pathways or solutions. This structured admissions process ensures that prospective students are well-informed and supported throughout their journey, from initial interest to enrolment, fostering a seamless transition into the Sixth Form.

Open Evenings are held in October, providing prospective students and their families with the opportunity to explore the Sixth Form environment, meet staff and current students, and gain insights into the academic and extracurricular offerings. Applications open immediately following these events, with a soft deadline set for the end of the Autumn Term (December). In the Spring Term (January to March), subject consultation meetings are conducted with applicants to discuss their course selections and aspirations. Subsequently, conditional offer letters are issued, outlining the requirements students must meet to secure their place. Late 6

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

Important dates June–September

Marketing campaigns launch following a review of materials. Outreach includes digital marketing, feeder school engagement, and communication to both internal Year 11s and external students from nearby secondary schools.

October (first week)

Sixth Form Open Event takes place. This is the key opportunity for prospective students and families to visit, meet staff, and explore subjects.

October (immediately after the open event)

Applications open online. Families are encouraged to apply early.

December (end of Autumn term)

Soft application deadline. All students who apply by this point are prioritised for subject consultation meetings.

January – March

Subject consultation meetings take place. Conditional offer letters are sent to students following these meetings. Late applicants are welcomed and processed on the same basis.

Spring Term

Ongoing conversion campaigns, student communications, and tailored support for applicants.

Summer Term

Sixth Form transition days held for students holding conditional offers. Year 10 form-time sessions and assemblies delivered to introduce Sixth Form options and spark early interest.

August (Year 11 Results Day)

Conditional offers are confirmed or reviewed. Students who meet entry requirements are formally accepted. Students not meeting requirements can discuss options with the Sixth Form team on the day.

It is important to note that applications received after the deadline may not be considered until all ontime applications have been processed. Therefore, we strongly encourage all students to submit their applications before the end of the Autumn Term to ensure fair consideration. Parents and students should also be aware that Sixth Form places are offered based on entry requirements being met. Where a student does not meet the conditions of their offer following Year 11 results, there is no formal appeals process. However, a conversation will be held with the Sixth Form team to review their results and explore possible pathways forward. This ensures that every student is given the opportunity to discuss their next steps and access guidance on suitable options.

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

Introduction to the Comms Toolkit What is the Comms Toolkit? The Comms Toolkit is a curated collection of resources, templates, and guides tailored to streamline and enhance the marketing and communication processes for our Marketing Leads. It’s designed with efficiency and consistency in mind, ensuring that our teams can access the necessary tools without starting from scratch every time a new task or project arises.

How is it to be used? Centralised resources: Every section of the marketing handbook is accompanied by its dedicated toolkit. These toolkits are linked to the handbook from The Trust Google Drive, ensuring that the most updated version is always at hand. Step-by-step guidelines: Each toolkit component offers clear, actionable steps. Whether you’re planning a campaign or communicating with new families, there’s a guide to help you execute your task seamlessly. Templates for consistency: To maintain a uniform brand image and voice, use the provided templates. They not only save time but also ensure that we present a cohesive image to our community and stakeholders. Flexibility: Whilst the toolkits offer a strong foundation, they’re designed to be adaptable. Adjust them as necessary to fit the unique needs and circumstances of your specific campaign or event. Navigate with ease: At the end of every section, you’ll find the corresponding toolkit. This ensures that, as you progress through each phase, the resources you need are right there, eliminating the need for extensive searches or starting from a blank slate. By integrating the Comms Toolkit into our daily operations, we aim to: • • • •

Elevate our marketing and communications efforts Reduce the turnaround time for campaigns and projects Ensure consistency in our brand’s voice and presentation Foster collaboration among teams, knowing that everyone has access to the same high-quality resources

We encourage every Marketing Lead to familiarise themselves with these tools and utilise them extensively. By doing so, we can achieve our goals with more precision, clarity, and effectiveness.

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

Section 1: May

Preparations begins The foundation of a successful Sixth Form admissions campaign is laid in May. This stage focuses on reviewing and improving core marketing tools, setting event timelines, and putting tracking systems in place. Starting these tasks now ensures we are well prepared for a high-impact campaign in the months ahead.

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

1.1 Sixth Form Admissions Student Tracker

1.2 Prospectus Review and Amendments

Why? This is the most important tool for managing Sixth Form recruitment. It ensures we don’t lose sight of any interested students and allows us to monitor engagement, track applications, and tailor follow-up communications.

Why? The prospectus is one of our strongest tools for conversion. It showcases the student experience, curriculum offer, success stories, and the ethos of our Sixth Form.

How? Use the centralised spreadsheet template provided in the Comms Toolkit. Populate it with internal Year 11 data and any known external students who have expressed interest or signed up for events. What to Do? • Assign a key staff member to take ownership of the tracker. • Begin populating the spreadsheet in May and continue updating regularly. • Use it to identify students who need follow-up and to report weekly progress. Fields in the tracker include: • Student Name • Current School • Internal/External • Interested in Sixth Form? (Yes/No/Unsure) • Courses Interested In • Application Status (Not Started/In Progress/ Submitted/Accepted) • Follow-up Needed? (Yes/No) • Career Aspirations • Parent/Guardian Contacted? (Yes/No) • Final Destination (Post-Year 11) Note: The template is already created. It must be populated during May so we can track sign-ups and target communications early.

How? Start by reviewing last year’s version. Early planning gives time to gather updated course information, success data, and student testimonials, and to plan any photo or video shoots needed. What to Do? • Request updated quotes from current Year 12 and 13 students, especially those who joined from other schools. • Schedule any new photography or student interviews for June/July. • Collate new course details and destination success stories. • Share updates with the design team for print and digital versions. Deadline: The final version should be completed by the end of the summer term to allow for proofing, printing, and distribution before autumn campaigns begin.

1.3 Website Review Why? The website is often the first impression for external families, and it needs to clearly reflect current information and upcoming opportunities. How? This is a light-touch check at this stage. Major content updates will happen later, but it’s vital that nothing is currently out of date or misleading.

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

What to Do? • Ensure open event dates are clearly displayed. • Check that course information and application links are accurate. • Leave this year’s course offer visible until summer ends to support late applicants. • Schedule new course content to go live just before applications open in October.

1.4 Identification of Open Event Dates Why? Open events are the most powerful recruitment opportunity, allowing families to see the Sixth Form in action and hear directly from staff and students.

What to Do? Host these on the Sixth Form section of the website. Promote across email, socials, and during in-person events.

1.6 Building Connections Why? Strong connections with local communities, feeder schools, and other external partners are crucial to expanding reach and attracting external students — especially those from schools without a Sixth Form offer. This helps position your Sixth Form as the natural next step. How?

How? Work with SLT to schedule: • One major open evening in early October • Optional summer taster session or form-time assembly for Year 10 students • Informal daytime visits or coffee mornings for interested families What to Do? Plan for a structured format that includes: • Head of Sixth Form welcome • Student ambassador-led tours • Subject taster sessions • Q&A opportunities with current students and staff

1.5 Creation of Digital Events and Content Why? Digital content allows us to reach students and families who may not be able to attend in person, and supports decision-making after events. How? Develop or update: • Virtual tour videos • Student voice content (“Why I Chose Sixth Form” testimonials) • Day in the Life videos • FAQs or explainer videos on entry requirements, applications, and enrichment

Begin outreach now by identifying local secondary schools, attending local education events, and opening conversations with careers leads and SLT at nearby schools. Establish a presence and maintain consistent communication throughout the year. What to Do? • Start populating the External School Engagement Tracker this month. • Log any communication, meetings, careers events, or assemblies delivered at other schools. • Prioritise schools within close geographical proximity that do not have their own Sixth Form. • Include named contacts, school details, and any follow-up actions or campaign responses. • Use the tracker to plan re-engagement ahead of September careers events and open evening promotion. Begin early — knowing where you’ve been and where you’re going allows you to be targeted and strategic, not reactive.

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

Comms Toolkit Section 1: May Sixth Form Admissions Student Tracker Prospectus Amendment Guide Website Amendment Guide Open Event Date Tracker External School Engagement Tracker

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

Section 2:

June and July Campaign Planning and Launch This section kicks off your Sixth Form marketing campaign using the RACE model – a proven structure to guide all activity from promotion through to enrolment. During this phase, you will finalise campaign plans, launch digital engagement, and prepare your course content and tracking tools so that the autumn admissions drive runs smoothly and effectively.

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

2.1 Launch of the RACE Campaign What is the RACE Model? RACE is a structured campaign approach to help move students from awareness through to enrolment: • Reach – Let people know you exist and promote your open event • Act – Get them to sign up and attend • Convert – Ensure they apply, ideally making your Sixth Form their first preference • Engage – Keep them informed and connected so they enrol in September Why? To create a central, strategic plan that ensures consistency across all channels and audiences. How? Use the RACE Campaign Planner (see Comms Toolkit) to plot and schedule all marketing activity by stage and audience — internal students, external students, feeder schools, parents/carers. What to Do? • Complete the RACE Campaign Planner with: • Letter/email content timelines • Feeder school visit plans • Social media scheduling • Website banners and call-to-action updates • Share the plan with all stakeholders so responsibilities and timings are clear • Use the planner as a live working tool throughout the campaign period The RACE Campaign Planner becomes your campaign HQ — every action logged, owned and timed.

2.2 Launch of Digital Events – Starting the ‘Reach’ Phase Why? To launch the Reach phase, raising awareness of your Sixth Form and capturing interest ahead of your open events. How? • Launch sign-up pages for your October open event and promote them widely • Begin a drumbeat of social media activity with countdowns, teaser content and student voices • Use email marketing, internal school comms and outreach to feeder schools What to Do? • Post across social and web regularly using campaign content • Monitor and log sign-ups using the Admissions Tracker • Ensure all promotional content has a clear call to action – e.g., “Register now” This is your public launch — a chance to stand out and be remembered.

2.3 Review Courses for the Next Academic Year Why? To ensure your Sixth Form website and campaign materials feature accurate and appealing course information when the application window opens in the autumn term. How? • Review current courses and discuss any curriculum changes with Sixth Form leads • Update subject leaders on the marketing timeline so they can provide updated content (course blurbs, success stats, student stories) • Ensure your course offer is mapped and ready to go live on the website in September

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

What to Do? • Gather updated course information in a single folder for review • Prepare short promotional blurbs and headline features for each course (e.g. destinations, special facilities, unique projects) • Set a cut-off date for updates to allow design and web changes • Confirm with your web/marketing lead that course changes will go live in September, with existing content staying visible through the summer for late applicants

Comms Toolkit Section 2: June and July RACE Campaign Planner Sixth Form Admissions Student Tracker How to Track Open Event Sign-Ups (Tutorial) External School Engagement Tracker

Good course content drives applications. Prep now to promote effectively later.

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

Section 3: August

Campaign Ramp-Up and Results Day Planning August plays a critical dual role: maintaining marketing activity during staff downtime and preparing for the most emotionally charged and significant day of the Sixth Form admissions calendar — Year 11 Results Day. With many staff on leave, it’s essential to pre-schedule campaign content and finalise all operational plans for September. At the same time, results day offers a powerful platform to both support existing applicants and attract new ones through storytelling and celebration.

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

3.1 Year 11 Results Day – A Key Moment Why? Results Day is a high-stakes, high-emotion milestone where students’ futures are shaped. It’s also a significant opportunity for conversion, retention, and campaign visibility. How? Use the Year 11 Results Day Planner (see Comms Toolkit) to prepare logistics, comms, and support actions. Ensure all Sixth Form leads, support staff, and marketing leads know their role and tone.

What to Do? • Schedule emails to go out every 2–3 weeks to keep interest warm • Prepare a series of “Coming Soon” and “What to Expect” posts on Instagram, Facebook, and TikTok • Highlight real student experiences, subjects, trips, and success stories • Point all comms toward signing up for open events or applying in autumn Consistency builds momentum — don’t disappear over the break.

3.3 Preparing for September Launch What to Do? • Set the tone: Position the Sixth Form as a reassuring, inspiring next step — regardless of outcomes • Celebrate success stories and promote availability for late applicants • Be ready to have conversations with students who didn’t meet entry criteria • Follow up with families who still haven’t applied • Use this day to gather real-time photos, quotes and stories to support September campaign content • Share highlights with local press and on social media — this is a strong Reach and Convert moment Emotional intelligence and empathy are essential. It’s not just a data point — it’s a human moment.

3.2 Summer Campaign Scheduling Why? Students and families are more likely to absorb content during quieter summer periods, but staffing levels may be lower — making automation vital.

Why? Ensuring everything is ready avoids last-minute panic and enables a confident, coordinated launch when admissions open in the autumn term. How? Use your RACE Campaign Planner and Admissions Tracker to cross-check readiness. What to Do? • Confirm all materials (course web pages, prospectuses, signage, follow-up emails) are accurate and live • Check that digital platforms have “Apply Now” buttons correctly placed • Share the full September plan with all relevant staff before the term begins • Ensure subject leads and Sixth Form staff know how to follow up on expressions of interest September is game time — but the work happens now.

\How? Use scheduled email reminders, social media content, and dynamic website banners to dripfeed information and maintain awareness. 17

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

3.4 Post-16 Results Day (A-Level/Level 3) Why? Celebrating your Sixth Form’s academic success is a powerful Reach and Convert opportunity. How? • Prepare a press release and campaign content to celebrate results • Highlight university destinations, apprenticeships, and personal achievements • Share rich photo/video content for long-term marketing use

What to Do? • Coordinate quotes from students and staff in advance • Capture visual content on the day for use across platforms • Embed success into campaign messaging: “You could be next…” Your current students’ stories are your best sales team.

Comms Toolkit Section 3: August Year 11 Results Day Planner Sixth Form Admissions Student Tracker External School Engagement Tracker RACE Campaign Planner

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

Section 4: September

Act Campaign Launch and Open Event Preparation September is all about Act — ensuring that students not only know about your Sixth Form but take the next step by signing up for open events and engaging with your offer. This is the key month for energy, visibility, and sustained follow-up, particularly with both internal Year 11s and external students from neighbouring schools. It’s also the time to lay the groundwork for successful open events that convert interest into applications.

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

4.1 Launch of Act Marketing Campaigns Why? A well-executed Act campaign builds momentum from your earlier Reach efforts and drives real sign-ups and attendance. How? Use countdown posts, student stories, and reminders on all platforms — email, SMS, social media, school screens — to build urgency and interest. What to Do? • Send emails/SMS to families who previously attended open events or expressed interest • Launch ‘7 Days to Go’ countdown across channels • Share quotes from current students about why they chose Sixth Form • Feature subject spotlights to help students visualise their experience Visibility + relevance + frequency = action.

4.2 Year 11 Form Time Presentations and Assemblies Why? Nothing beats face-to-face impact. These sessions make sure every Year 11 student knows they are welcome — and wanted — in the Sixth Form. How? Plan short, engaging sessions during form time or assemblies, led by Sixth Form staff or current students. Use dynamic slides and videos. What to Do? • Schedule slots with Heads of Year/SLT • Include personal stories, key dates, entry requirements, and how to apply

• Answer common questions about subjects, life in Sixth Form, and next steps • Point students to the open event and application form Use peers to unlock aspiration — Year 13s speaking to Year 11s is powerful.

4.3 Careers Events and External School Visits Why? This is the key window for reconnecting with external students — especially those from schools without a Sixth Form. Many may not have considered your offer yet, and this is your opportunity to be front-of-mind. How? Attend careers fairs, host or attend Year 11 assemblies, and liaise with feeder schools for opportunities to speak with students and parents. Bring current students as ambassadors and showcase your Sixth Form offer with clarity and enthusiasm. What to Do? • Use the External School Engagement Tracker to identify key schools and log communication and visits • Reach out to relevant school contacts to arrange assemblies, form time sessions, or presence at career events • Bring campaign materials: prospectuses, flyers, subject guides, and banners • Follow up with personalised emails or letters to interested students after the event The tracker ensures visibility of which schools have been visited, what was shared, and which students need follow-up — don’t rely on memory or isolated emails.

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

4.4 Open Event Preparation Why? The open event is the biggest conversion moment in the campaign calendar — it needs to be high quality, high energy, and high impact. How? Use the Open Event Checklist and Guidance document to ensure a consistent and engaging experience across both Windsor High School and Aspire Sixth Form. What to Do? • Confirm timings, signage, event staffing, and classroom displays • Prepare a welcome talk that reflects your Sixth Form vision and outcomes • Train student ambassadors and rehearse the flow of the evening • Capture quotes, footage, and photos on the night for campaign use First impressions matter — make it feel aspirational, personal, and warm.

Comms Toolkit Section 4: September Sixth Form Admissions Student Tracker RACE Campaign Planner External School Engagement Tracker Open Event Checklist and Guidance

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

Section 5:

October to December Open Event Delivery and Conversion This stage is focused on executing a standout open event and following it up with targeted, personalised communication to convert interest into applications. With the soft application deadline typically falling at the end of the autumn term, this is a key conversion window.

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

5.1 Open Events and School Tours • Why? A well-executed open event offers prospective students and their families a first-hand experience of Sixth Form life — it builds connection, confidence, and commitment. How? Deliver your open evening using the Open Event Checklist and Guidance in the comms toolkit. Plan a structured, student-led event that showcases facilities, curriculum, culture and support. What to Do? • Use student ambassadors to run tours and lead Q&A sessions. • Have subject areas staffed with engaging, knowledgeable teachers and current students. • Provide printed materials, including a prospectus, FAQs, application instructions and course guides. • Collect data from attendees to feed into your Sixth Form Admissions Tracker. • Capture content on the night (photos, quotes, short videos) for use in future campaign materials. • Make the night warm, well-organised and values-driven — and ensure it ends with a clear call to action: Apply Now.

• • •

attending and encouraging applications. Share FAQs, course spotlights, and testimonials from current students. Use your Sixth Form team to make supportive calls to those who haven’t yet applied. Provide direct support with applications, including how-to guides or drop-in sessions. Maintain a steady presence on social media and through email, reinforcing the benefits of applying early.

This is the critical phase for converting interest into applications. A brilliant open event plus a focused, friendly follow-up makes the difference between thinking about applying — and doing it.

Comms Toolkit Section 5: October to December Sixth Form Admissions Student Tracker RACE Campaign Planner External School Engagement Tracker Open Event Checklist and Guidance

5.2 Conversion Campaigns Why? Your open evening creates energy — but it’s the follow-up that ensures that energy leads to applications. Personalised communication and clear next steps are crucial. How? Use the RACE Campaign Planner to execute your conversion strategy. This includes follow-up emails, SMS reminders, targeted content, and personal contact — particularly in the run-up to the soft application deadline in December. What to Do? • Segment your audience: open event attendees, late sign-ups, students from feeder schools, etc. • Send follow-up emails thanking them for 23

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

Section 6:

January to April Conversion and Conditional Offers This phase is all about turning applications into commitments. It involves providing applicants with a personal and supportive experience, through subject consultation meetings and follow-up communications, that leads to formal conditional offers and strong engagement ahead of GCSE results day.

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

6.1 Subject Consultation Meetings and Conditional Offers Why? To reinforce the applicant’s commitment and ensure their choices are realistic and informed. These meetings also provide a valuable moment for support, clarity, and relationship-building between students and Sixth Form staff. How? Schedule and deliver 1:1 subject consultation meetings for every applicant — both internal and external. Use a structured approach guided by scripts or talking points found in the RACE Campaign Planner under the Engage section. Following each meeting, a formal conditional offer letter is sent. What to Do? • Use the Sixth Form Admissions Student Tracker to monitor meeting progress. • Book consultation meetings with all applicants and deliver these using the staff guidance. • Discuss course choices, GCSE predictions, support needs, and next steps. • Issue conditional offer letters immediately after the meeting. • Log student status updates in the tracker (e.g. “Consultation complete”, “Offer sent”). • Attract and process late applicants using the same process. This is the most important part of the conversion phase. A warm, professional consultation followed by a clear, supportive offer letter builds trust and intent.

6.2 Late Applicant Marketing Campaign Why? Not every student applies during the initial window. Ongoing marketing ensures that students who are still undecided or unaware of the opportunity are given another chance to apply — especially from schools without a sixth form. How? Use the Sixth Form Admissions Student Tracker to identify students who have not yet applied, and tailor communications accordingly. This could include personalised letters, direct mail campaigns, follow-up calls, or digital content designed to re-engage. What to Do? • Audit your tracker for any students marked as “interested” but with no application started. • Send follow-up emails or printed letters to these students and parents. • Share current course spotlights or student success stories as part of your message. • Re-share open event highlight videos or digital events for students who missed them. • Continue external school outreach to feeder schools with no sixth form provision. Keep the messaging hopeful, inclusive, and supportive — it’s never too late to apply, and the door is always open.

Comms Toolkit Section 6: January to April Sixth Form Admissions Student Tracker RACE Campaign Planner External School Engagement Tracker

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

Section 7: Summer Term

Engagement and Late Conversion This phase is all about turning applications into commitments. It involves providing applicants with a personal and supportive experience, through subject consultation meetings and follow-up communications, that leads to formal conditional offers and strong engagement ahead of GCSE results day.

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

7.1 Transition Days and Engagement Activities Why? Transition days help students feel part of the Sixth Form community before they even arrive. These sessions boost retention and confidence while offering students a taste of life at Sixth Form. How? Plan and deliver Sixth Form transition days for confirmed applicants. These can include taster lessons, meet-the-team sessions, tours, student panels, and preparation workshops. What to Do? • Use your student tracker to ensure every applicant is invited. • Coordinate the day(s) with subject staff and student ambassadors. • Include key info: how to prepare over the summer, what to bring, expectations, etc. • Share highlights on social media as part of the Engage campaign strand.

7.2 Continued Conversion of Late Applicants Why? Some students apply right up until the end of the academic year — and even into the summer. Keeping the door open and communication flowing ensures you maximise every opportunity. How? Use your tracker and external engagement activity log to continue nudging students who showed interest but didn’t apply. Share clear reminders that applications remain open and what support is available.

• Ensure key information is available on the website and across your platforms. • • Include late applicants in transition day activities where possible.

7.3 Summer Comms and Results Day Prep Why? Results Day is the final confirmation of all your work — but students need support, especially over the summer when anxiety may build and communication can lapse. How? Continue your Engage strand with a series of light-touch summer updates for applicants and parents — reminders, welcome messages, and FAQs. Also, plan the full logistics, comms, and pastoral support around GCSE Results Day. What to Do? • Schedule summer emails and social posts in your RACE Campaign Planner. • Use previous years’ FAQs and new student Q&As to ease nerves. • Ensure all staff know their role for Results Day and what decisions can be made. Results Day should feel like a celebration and a moment of support — especially for students who narrowly miss their offer conditions. Have pathways and people ready to talk.

Comms Toolkit Section 7: Summer Term Sixth Form Admissions Student Tracker RACE Campaign Planner External School Engagement Tracker

What to Do? • Target remaining prospects using personalised messages. • Use student case studies and results from your summer transition activities. 27

Windsor Academy Trust Admissions Marketing Handbook - Sixth Form Edition

Windsor Academy Trust, Trinity Point, High Street, Halesowen, B63 3HY 28