How to get your business into schools and nurseries (and turn it into long-term growth)

Getting your business into schools and nurseries can feel like a challenge.

You may already be delivering great sessions elsewhere, but knowing how to approach schools, build relationships, and position your offer in the right way isn’t always straightforward.

The real opportunity isn’t just getting in the door. It’s building partnerships that lead to consistent bookings, stronger retention, and long-term growth.

Here, we look closely at a method created by Cerys Keneally, who’s built a business helping activity providers get their businesses into schools and nurseries.

Looking for practical ways to approach schools and nurseries, build trust, and create opportunities that last? Read on.

Rethink cold outreach and focus on relationships

If cold calling feels frustrating, you’re not alone.

Schools are often protected by gatekeepers, making it difficult to reach decision-makers. Instead of relying on one-off outreach, focus on building familiarity over time.

A more effective approach is to:

• Start conversations through relevant, thoughtful emails
• Show that you understand their priorities
• Build recognition before asking for time

People buy from people. When a school already knows who you are and what you offer, you’re far more likely to open the door.

Make your communication about them, not you

One of the biggest shifts you can make is moving from “what we do” to “how we help”.

Schools are focused on outcomes, not activities. So instead of listing what you do, show the difference your sessions make.

For example:

• How do you support children’s confidence?
• How do you improve engagement or behaviour?
• How do you support learning or wellbeing?

When your message is clear and relevant, it’s much easier for schools to see the value.

Offer value upfront to build momentum

Offering a free taster session can feel like a big commitment, but it’s often one of the fastest ways to build trust.

It allows schools to:

• See your delivery in action
• Experience the impact on children
• Understand how you fit into their setting

Rather than thinking of it as giving something away, think of it as starting a relationship.

A strong first experience can quickly lead to repeat bookings and longer-term opportunities.

Treat your first session as the start of a business relationship

Getting booked once is a great step. Turning that into ongoing work is where real growth happens.

Your first session should demonstrate:

• The quality of your delivery
• The outcomes you create
• How easy you are to work with

Schools are far more likely to continue working with providers they trust and enjoy working with. A positive first experience lays the foundation for repeat bookings, termly sessions, and referrals.

Use social proof to build confidence

Schools want reassurance they’re making the right decision.

Sharing testimonials from other schools, parents, or organisations helps demonstrate your impact and builds credibility.

This principle is often referred to as the “bandwagon effect” - when schools see others benefiting, they’re more likely to engage.

Focus on testimonials that highlight:

• Outcomes for children
• Positive experiences
• Long-term relationships

Keep your messaging simple and clear

When reaching out, clarity matters.

Avoid overloading your communication with too much detail. Instead:

• Focus on the outcome
• Keep your message concise
• Make it easy to respond

Your goal is to start a conversation, not explain everything at once.

Show how you solve real problems

Schools are balancing multiple priorities. If you can clearly show how your sessions help solve real challenges, you’ll stand out.

For example, your offer might:

• Support curriculum delivery
• Enhance wellbeing provision
• Add expertise the school doesn’t currently have

Looking at Ofsted reports can also help you understand where a school is focused, so you can position your offer more effectively.

Support confidence, development and engagement

Activities that build confidence, creativity, and social skills are highly valued. These outcomes support both individual development and the wider school environment.

By clearly linking your sessions to confidence building, resilience and engagement in learning, you position your offer as something that contributes to long-term impact, not just a one-off activity.

Be flexible to unlock more opportunities

Budget and time constraints are common. Being flexible makes it easier for schools to say yes and continue working with you.

For example:

• Explore funding options, such as the PE and sport premium
• Offer sessions at different times of the day
• Adapt your sessions to fit multiple needs

Flexibility not only helps you get started, it increases the chances of building ongoing partnerships.

Think beyond after-school clubs

After-school clubs are just one route in. Many schools already have all these slots filled, so it’s worth considering alternative opportunities like lunchtime or before school sessions.

Before school sessions, in particular, may appeal as more children attend breakfast clubs. Activity at the start of the day can help them feel more focused and ready to learn.

You can also position your offer as:

• Curriculum support - for example, supporting with PE or specific activities
• Enrichment days or workshops
• Staff CPD opportunities
• Themed or seasonal sessions

The more ways your offer can support a school, the more embedded you become and the stronger your retention.

Use the STOP approach to guide your outreach

A simple framework, shared by Cerys Keneally, can help you approach schools with clarity and purpose:

S - Solve a problem
Identify and focus on a real need the school has and show how you can help.

T - Testimonial
Show evidence that you’ve delivered results elsewhere and make it easy it see in your first outreach - not in a link.

O - Offer
Provide something of value, such as a taster session for no cost. This could be an assembly or workshop. As Cerys explains, this can help shift perceptions and open the door to further conversations.

P – Persistence / Patience / Perseverance
Follow up consistently and give schools time to respond. It’s normal for decisions to take time, so a steady, respectful approach helps keep the conversation moving.

Build relationships that drive long-term growth

Success in schools and nurseries doesn’t come from one-off sessions. It comes from:

• Consistent communication
• Positive experiences
• Strong relationships built over time

The more trust you build, the more likely schools are to book you again and recommend you to others.

Thrive4 supports providers in managing and growing these relationships, helping you stay organised, reduce admin, and focus on delivering great experiences that keep schools coming back.

Take the next step

You don’t need to have everything in place to get started.

Focus on building relationships, demonstrating value, and creating positive first experiences. From there, growth becomes much more natural.

What you can do now

• Make a list of 10 schools in your local area and gather contact details
• Plan a high-value taster session that represents your offer clearly
• Identify 5 priority schools and send a tailored outreach email
• Follow up a week later, then continue with consistent follow-ups
• Contact the remaining schools in a second wave to build a steady pipeline

Cerys Keneally is a multi-award-winning trainer and former teacher who has helped thousands of children’s activity providers through her Approaching Schools Academy and Podcast.

If you’re looking for more practical support, ideas, and guidance from others growing in the sector, you can explore ThriveHub - designed to help you build momentum and move forward with confidence.

Cerys continues to share her insights in her courses: ‘Approaching schools and nurseries with confidence’ and ‘What to do next when a school or nursery says ‘yes’.

This article is based on insights shared in a previous webinar with Cerys Keneally. You can watch the full session here.