How Heguru Filled Their Open House, Opened Extra Timeslots & Hit a 25–30% Enrolment Rate With 248 Leads

Heguru ran their first large-scale Open House enrolment campaign to attract qualified parents, fill available slots, and convert attendees into new students.

The campaign rapidly gained traction, exceeded capacity expectations, and delivered strong enrolment outcomes.

Key Challenges:

  1. Attendance Reliability With Only 60 Event Slots

The Open House had a fixed capacity. No-shows would directly reduce enrolment potential, creating the need for strong demand generation.

  1. Clear Centre-Specific Targeting

With multiple Heguru centres island-wide, messaging needed to ensure parents understood the Open House was exclusively for HarbourFront & Choa Chu Kang.

Strategy — Messaging & Targeting

  • Centre-specific positioning

Clear communication that the event belonged to HarbourFront & CCK only.

  • Parent-aligned messaging

Highlights focused on pace, class structure, learning outcomes and what parents value most about the Heguru experience.

  • Frictionless lead generation

Ads and forms kept simple & clear to maximise intent and volume.

Strategy — High-Intent Demand Generation
  • Large top-of-funnel lead volume

To safeguard against attendance risk and maximise enrolment opportunities.

  • Demand strong enough to support internal SOP

Heguru’s existing follow-up workflow (calling, confirming, slot replacement) could operate efficiently because of sustained lead inflow.

  • Insights informing messaging

Dual-parent attendance emerged as a strong enrolment predictor, shaping campaign recommendations.

Primary Results:
  • 248 leads generated

Strong cost efficiency and high lead intent.

  • 85–90% attendance rate

Exceptionally reliable turnout for family-based events.

  • 25–30% enrolment rate

Approximately one in four attending families enrolled.

Demand Surge & Overflow Management
  • Additional Open House timeslot opened

Demand exceeded initial capacity; Heguru created an extra session to accommodate more families.

  • Overflow funnelled to Parent Information Talks

Parents beyond the 60 slots were redirected to PIT or placed on a waitlist.

  • Word-of-mouth spillover

Parents contacted Heguru directly during the campaign; a secondary Google Form was deployed to capture non-ad leads.

  • Campaign paused early due to overcapacity

Ads were stopped at ~200 leads because the centres could not absorb more demand.

What This Campaign Achieved:
  • Full event capacity reached

  • Extra timeslot required due to high demand

  • High show-up rate with strong lead intent
  • Strong enrolment conversion

  • Sustained overflow interest even after slots filled

  • Foundation set for future Open House cycles