Every year, in the months before admissions close, parents face the same decision: which school is right for my child? Many of them start online. They search for a bilingual primary or a nursery near home, compare the schools that come up, read reviews, sometimes ask an AI assistant for suggestions, then call or message two or three. Families relocating from abroad, or returning home after years away, do exactly the same, only earlier and with fewer local contacts to rely on.
For a private school, being visible at that moment translates directly into filled places. But schools do not all need the same thing. A small neighbourhood nursery, an all-through school from early years to sixth form and an international school have different ambitions and different competition. This guide helps you choose the Traffic Engine plan that fits your school, using the prices on the offer page.
The plans at a glance
| Plan | Monthly | Year one (setup included) | Typical profile |
|---|---|---|---|
| Presence | $1,200 | $16,050 | Neighbourhood nursery or primary |
| Momentum | $2,100 | $26,850 | School filling several year groups |
| Flood | $3,850 | $47,850 | Group of schools, several phases or sites |
| Momentum Exclusive | $4,250 | $52,650 | School that wants to lock its area |
| Flood Exclusive | $6,450 | $79,050 | Flagship school with regional ambitions |
Every plan starts with a one-time setup of $1,650, and the Visibility Audit at $750 is fully deducted from it if you start within 30 days. Plans run for 12 months with a measured review at three months. Prices in other currencies are shown on the offer page.
Presence: being found by local families
Presence is the entry seat: steady, baseline visibility so that parents searching for a school in your area can find you. It suits a nursery or primary that mostly recruits from nearby streets, faces few direct competitors and wants to fill its classes without relying solely on word of mouth.
Because a family that is happy often stays for many years and enrols younger siblings too, each new enrolment is worth a great deal over time. Put that lifetime value into the calculator on the Traffic Engine page to see how few new families it takes to cover year one.
Momentum: the growth choice
Momentum is the growth seat and the plan most schools choose. It fits a school that needs to fill several year groups, open a new class, launch a bilingual stream or hold its own in a crowded area. Visibility covers a wider range of parent searches: by age group, by teaching approach, by neighbourhood.
For a school with real places to fill each intake, and a wish to see measurable progress at the three-month review, it is often the right balance. To place that figure in your wider budget, read our guide on what visibility budget a private school should plan.
Flood: for an ambitious group
Flood is the intensive seat. It makes sense for an all-through school, a group with several campuses, or a school that also targets relocating and expatriate families who research heavily online before they arrive. Visibility extends across a much broader range of searches and family profiles.
Exclusive plans: locking your area
By default, each sector is capped at 3 standard seats per area, each with its own positioning: for example a bilingual school, a faith school and a school with a distinctive teaching approach. Our guide on why a serious provider limits clients per sector explains the logic.
Momentum Exclusive and Flood Exclusive go further: they reserve the entire private school vertical in your area, so no other school can take a seat during your commitment. This option exists only while the sector is empty. As soon as a first standard seat is signed, it is withdrawn. Our guide on sector exclusivity for a private school helps you judge whether it is worth it.
A word of caution about choosing purely on price. A school that picks the cheapest plan in a crowded area may find that parents still land on the same two well-known competitors. Equally, a small nursery has no reason to pay for intensive visibility it cannot convert into places. The right plan is the one that matches the number of places you genuinely need to fill and the competition you genuinely face.
How to choose in practice
- How many places do you need to fill at the next intake? A few: Presence. Several classes or a new phase: Momentum. Several sites or regional ambitions: Flood.
- How dense is the competition around you? The more schools in your area, the more a stronger plan makes sense.
- Is the sector still open? If no school has taken a seat in your area and you want a lasting lead, exclusivity deserves a look now rather than later.
Think about timing too. Visibility takes a few months to build, so if you want it working during admissions season, start well before it.
What every plan includes
Whichever plan you choose, Traffic Engine makes your school visible when parents search for a school, on Google and in the answers of AI assistants, so that you receive qualified admissions enquiries. You receive a dated report every week and follow results in your own Search Console. If what your plan includes is not live on time, the following month is free. Kolonell guarantees delivery and measurement, not what Google or an AI assistant decides. Compare the plans and check availability for schools in your area.
If you are still unsure, start with the free website score at the top of the Traffic Engine page, then the Visibility Audit, which recommends the plan that fits your situation.