30 days of
enrolment work.

Education marketing repeats the same facts in a lot of places: the website, Google, admissions centres, Your Career, agents, brochures and now AI answers. If a fact is wrong at the source, every channel spreads the mistake. So the first week builds one approved set of facts.

Tracking comes second because enrolments take weeks or months to close. Start counting now and you'll have real numbers by the next intake. Being found comes third. Paid campaigns come last, so they land on correct pages and can be measured from the first dollar.

Pick your type of provider to see the tasks that apply. Your ticks are saved in this browser only. Each task says why it matters, and the sections below give the rule or source it rests on.

For each course or year level, write down fees all in, what they cover, duration, entry requirements, start dates, how to apply, and codes. RTOs need the RTO code or a National Register link, and each course's code and title as listed on the National Register. Anything aimed at overseas students needs your CRICOS registered name and number.

Then compare. Open your listings on Your Career, your admissions centre, ComparED and agent sites, and fix differences at the source. A language school in Surry Hills and a TAFE campus in Ourimbah have the same problem here: old facts outlive the brochure they came from.

Count enquiries, tour or open day bookings, applications started and applications submitted as separate events, not one 'conversion'. Keep the source with each enquiry: the campaign, the ad click ID and the first page they landed on. Then each enrolment can be matched back to what brought it in.

Agree who replies to each type of enquiry and by when, then send a test enquiry yourself, by form and by phone. Under the Spam Act you need consent, accurate sender details and a working unsubscribe, and it's up to you to prove consent. Add a tick box people choose themselves, and keep the record of who agreed, when and how.

Google Business Profile: Google says not to create more than one profile per location, and that publicly facing departments that operate as distinct entities should have their own, typically with their own entrance. Names must match the real world, with no extra keywords or taglines. A school with a junior campus across town usually needs two profiles, not one.

Move fees and entry requirements out of PDFs and into page text. Google's AI features use pages that are indexed and eligible to show with a snippet. Then ask every recent graduate or parent for a review, not only the happy ones: Google's policy bans selectively asking customers for positive reviews, and incentives for reviews too.

Write down the dates in the next 90 days that matter to your students. For NSW and ACT school leavers this year, UAC releases ATARs on 16 December and the first ATAR-based offers on 23 December. For schools it's the next tours and the intake deadline. For RTOs, the next start date. For international providers, visa processing slows once you pass 80% of your allocation, so check where you sit before pushing offshore ads.

Then aim the spend: search for course and place terms, and social for parents and adults, within the age rules for social ads. Finish by booking a monthly review of enquiries, applications and enrolments by source. The budget page shows how to set a ceiling per enrolment.