The enrollment period is a crucial time for educational institutions, setting the pace for the school year and, consequently, for the schools' financial health.

However, school administrators often focus their efforts during this period on managing the enrollment process, thereby missing a valuable opportunity to turn this moment into a driver of strategic growth. And the key to this change lies in strategic financial management, driven by the analysis and application of reliable data.

This was one of the key topics of the panel discussion “Strategic Financial Management: How Reliable Data Can Turn the Enrollment Period into an Opportunity for Growth, ” held at the Managers’ Forum during the 30th edition of Bett Brasil.

According to Fernando Barão, a partner at Corus Consultores—a consulting firm specializing in private schools—reliable data must be used and always be at the forefront of decision-makers’ minds. “When we talk about reliable data, it’s essential to factor in the total budget—including students, scholarships, delinquencies, cash flow, and other items—so that the numbers and information are accurate and precise,” he said.

Imagine having an accurate overview of enrollment history at your fingertips, identifying the most effective recruitment channels, the student profiles with the highest retention rates, and the most sought-after additional services.

Fernando Barão highlighted the importance of using data in school decision-making. Photo: Bett Brasil.

With concrete data on delinquency across different payment methods or on parents’ sensitivity to different price ranges, the institution is no longer operating in the dark and can now make fact-based decisions.

“It’s important to have visibility and monitor the data on a daily basis in order to make more informed decisions, and the enrollment period is the most crucial time for determining a school’s annual revenue,” emphasized Paula Jorge, director general of ISAC.

10 Essential Tips for Obtaining Reliable Data

Using resources and technologies is essential for data mining and collection, but that is only part of the process of ensuring the reliability of the numbers.

To that end, Barão outlines the key elements that schools need to have at their fingertips in order to obtain reliable information. “The decision is more strategic than financial.” According to him, there are several important data points, but 10 of them are the most essential:

• Break-even point per class: This represents the number of students a class must have to cover its direct costs. This contributes to covering overhead expenses and also serves as a guideline, for example, for opening new classes. “At this point, it is essential to do the math, which takes into account various factors such as scholarships, delinquency, classroom staff salaries (teachers, assistants, interns), social security contributions (INSS, 13th-month bonus, FGTS, provisions for ratifications), and income tax,” Barão noted.
   
• Classroom capacity: This information helps determine the number of available spots at the school, which can—and should—be more restrictive for classes with higher enrollment and less restrictive for classes with lower enrollment. “This data is also important for guiding the school’s outreach efforts.”
   
• Percentage of discounts by course and overall: This is used to gauge the school’s flexibility in scholarship negotiations. It is also an important factor in setting scholarship goals for the following year.
   
• Weekly number of visits per course: It is essential to monitor the number of visits per course from the external audience. Track both historical and current reports, always including data on the cumulative total up to the same date, enabling a timely and appropriate response in the event of a drop in visits.
   
• Weekly number of new enrollments by course: essential for determining how many enrollments are being finalized after campus visits.
   
• Tracking who visited but did not stay: We recommend using a spreadsheet with individual data and the updated status of each case, which will make it easier to reconnect with course visitors.
   
• Number of enrolled students per course: It is important to review reports on a weekly basis, including to manage student dropout rates.
   
• Percentage of students who re-enrolled, by program: based on the number of students eligible for re-enrollment.
   
• Spreadsheet for tracking students eligible for re-enrollment: a weekly spreadsheet showing each student’s status, with different colors to indicate the statuses. At this point, it is essential to involve the program coordinators, as they can provide important and relevant information.
   
• Cash flow projection through the end of the year: This is essential for the enrollment schedule and for setting lump-sum tuition payments.

In addition, Paula Jorge discussed key areas where this reliable data is used to improve school performance.

“Retaining students is just as strategic as attracting them, since approximately 80% of students eligible for re-enrollment stay at the school the following year; in other words, building student loyalty is more than just retention—it’s a long-term strategy. And this type of analysis is only possible through data.”

Paula Jorge during her panel at the Managers' Forum. Photo: Bett Brasil.

Finally, the director general of ISAAC emphasized that applications can greatly help schools’ performance during the enrollment period. “A structured enrollment process yields results. Schools that use structured enrollment tools, such as the enrollment campaign tool, have retention rates that are 2 to 3 percentage points higher,” she said.

Benefits of Strategic Management for Enrollment

Strategic financial management, informed by this data, allows us to go far beyond simply tracking new enrollments.

• Optimizing investments in marketing and communications: By identifying the channels that actually deliver results, the institution can allocate its resources more efficiently, maximizing return on investment and attracting the right audience.
   
• Smart pricing for tuition and services: Analyzing the elasticity of demand and the perceived value of educational services makes it possible to set competitive and attractive prices without compromising the institution’s financial sustainability.
   
• Creating customized packages and promotions: By understanding the needs and preferences of different groups of students and their parents or guardians, it is possible to create tailored offers that increase engagement and enrollment.
   
• More accurate cash flow forecasting: Payment history and analysis of different enrollment scenarios allow for more accurate cash flow projections, facilitating financial planning and decision-making regarding investments and expenses.
   
• Reducing delinquency: Identifying delinquency patterns and implementing more effective, data-driven collection policies contribute to the institution’s long-term financial health.
   
• Improved student retention: By understanding the factors that influence student retention, the institution can implement targeted measures to increase satisfaction and loyalty, thereby reducing the constant need for new enrollments.

The transition from reactive financial management to a strategic approach, grounded in reliable data, transforms the enrollment period from a mere administrative formality into a powerful driver of growth.

By gaining a deep understanding of students and their families, optimizing its resources, and anticipating future scenarios, the educational institution not only ensures its financial sustainability but also paves the way for a more prosperous future with a greater educational impact.

The age of intuition has given way to the age of information, and the institutions that know how to use their data wisely will reap the greatest rewards.

Share on social media: