Two children’s education centers / Seasonal enrollment + local trust
SOVA
Two enrollment seasons. Not twelve interchangeable months.
Compare equivalent seasons, not arbitrary months
August 2023–September 2024 · Project-owner operating record
01 / The assignment
Project facts
- Primary engagement
- August 2023–July 2024
- Outcome tracking
- Through September 2024
- Retainer
- ~$930 / month
- Workload
- ~8 hours / week
- Locations
- Two education centers
- Channels
- Local maps, Instagram, residential-community chats, referrals
Starting point & challenge
At the August 2023 enrollment period, September groups were about 71% full. Most new students came from referrals. Map listings generated roughly 22 calls per month, with an average rating around 4.0.
Peak August lead volume was around 85 per month. Enrollment demand was seasonal, requiring comparisons across equivalent decision windows.
02 / Responsibility
Owned, delegated, client-side
Project work
Seasonal calendar, local acquisition, teacher-led communication and referral activation. Individual delegated roles were not supplied.
Teachers
Recognizable content contributors translating methodology into useful parent guidance.
Reception
Recorded lead sources; completion reached approximately 80%.
Irina · Director
Client-side perspective supplied in the project quote.
03 / Work log
How the work unfolded
August 2023 · baseline
Build around the enrollment calendar
January and May–August became enrollment mode: local acquisition, open houses, teacher introductions, residential-community outreach and referral activation.
The rest of the year focused on parent education, curriculum explanation, retention and trust. Every teacher became a recognizable format; pedagogical terminology was translated into parent language. Open houses ran about every six weeks during active acquisition periods.
Early community outreach · three-month progression
A ban forced a more useful approach
A direct promotional message in a residential-complex chat resulted in an administrator banning the account. For roughly two months, the approach shifted to teacher advice, age-specific guidance and practical parent questions.
The centers later sponsored an offline community event. Three months after the original ban, the same community approached the center about a placement.
Fall offer · December retention check
Track who stays after the promotion
A 30%-off fall enrollment offer produced 48 sign-ups. By December, 29 remained: 19 of 48 lost, or approximately 39.6% churn.
The offer changed to a trial month plus a methodology consultation. A later cohort was reported to retain students better, but its size was not supplied; its churn percentage is withheld here rather than published without the denominator.
August–September 2024 · after primary delivery
Read the next equivalent enrollment season
While outcomes were still tracked after the July engagement end, peak leads reached about 240 per month, September utilization about 97%, and the waiting list approximately 40 children.
Referral share reached 31%, map calls 51 per month and average rating 4.5. These are the following enrollment season’s outcomes, not all results achieved before the contract ended.
04 / Operating infrastructure
What made the work repeatable
Two-mode calendar
Enrollment mode in January and May–August; retention and parent education outside those windows.
Teacher-led formats
Practical parent language and recognizable educators.
Community participation
Useful guidance, offline involvement and relationship-based placement.
Seasonal reporting
Equivalent enrollment windows, reception source fields and cohort retention checks.
05 / The difficult part
Failures, constraints & corrections
Direct promotion earned a ban
The first residential-chat placement ignored community context. The approach changed to useful participation rather than repeated promotion.
Discount sign-ups did not retain
Only 29 of 48 students remained by December. The 39.6% churn revealed a weak cohort beneath the enrollment headline.
06 / Reported outcomes
Before & after
Peak monthly leads
~85
~240
September group utilization
~71%
~97%
Waiting list
Not supplied
~40 children
Students through referrals
19%
31%
Map-listing calls
~22 / month
51 / month
Average rating
~4.0
4.5
“The year before, we were putting flyers into apartment buildings. The next September, the problem was deciding who we could still fit into the groups.”
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