Case Study: How Guidepost Montessori Attracted More Qualified Families by Sharing Tuition on Winnie

Guidepost Montessori is one of the largest Montessori networks in the U.S., serving children from infancy through elementary. They provide an authentic Montessori approach and the opportunity for families to stay with them through every stage of early childhood. Winnie is one of the channels that Guidepost Montessori uses to reach local families looking for childcare and early education.

The Challenge

Guidepost Montessori was initially hesitant to share tuition ranges online, including on Winnie. Like many providers, they preferred to discuss tuition during in-person tours, where families could experience the value of the program firsthand.

However, families often needed to know the cost to understand if the school was within their budget and therefore touring was worth their time. Without that price transparency, the admissions team was fielding many repetitive tuition questions and spending time with families who weren’t always aligned on budget.

The Solution: Sharing Tuition Ranges on Winnie

Guidepost Montessori decided to experiment with adding tuition ranges directly to their school's Winnie profiles. The goal was to:

• Set clearer expectations for families

• Reduce time spent answering repetitive questions

• Improve the quality of inquiries and tours

The Results

The impact was immediate and positive.

• More qualified leads: Families reaching out were better informed and aligned with tuition expectations.

• Higher engagement: Staff noticed families were more likely to answer calls, engage in conversations, and schedule tours.

• Fewer pricing questions: While some families still asked, the overall volume of tuition inquiries dropped.

• Time saved: Families who knew the program wasn’t the right fit often self-selected out early, streamlining the admissions process.

✅ Key Takeaway: Displaying prices helps filter out families who know the program isn’t within their budget, which saves time and results in more qualified inquiries.

Defining a Higher-Quality Lead

For Guidepost Montessori, a high-quality lead is one that’s:

• Actively engaged and responsive

• Interested in touring and enrolling

• Realistic about tuition expectations

Adding tuition ranges helped shift conversations toward enrollment rather than basic information gathering.

Advice for Other Providers

Dawn DeLucia, Senior Marketing Manager at Guidepost Montessori, encourages other schools to think about what families want when they inquire:

"Consider what families are looking for when they reach out. Many want transparent information upfront, and sharing pricing can help set clear expectations and attract families who are truly aligned with your programs. While it may feel natural to wait until a tour to explain tuition in the context of your school’s value, publishing ranges online can save time for both families and your team - and lead to higher-quality inquiries."

✅ Key Takeaway: By sharing tuition ranges on Winnie, Guidepost Montessori improved efficiency, reduced repetitive questions, and attracted families who were better aligned with their programs.