44% of directors rate their marketing as very good; 64% run below 60% occupancy
In the October 2026 edition, 44% of directors rate their institution’s marketing as very good or excellent. At the same time, 64% run below 60% of capacity and median lead-to-enrollment conversion is 2.4%.
Both can be true: the marketing can be good and the school empty. Marketing fills the pipeline with leads; the system fills the school. What almost nobody rates is the stretch between the first message and the signature, and that is where families that marketing already brought in get lost.
If your marketing is good and your school isn’t full, which part of the process are you not looking at?
The table behind the chart
| Figure | What it is |
|---|---|
| 44% | rate their marketing “very good” or “excellent” (n = 57) |
| 64% | run below 60% of capacity (n = 98) |
Where it comes from
Director’s self-assessment (poor / so-so / good / very good / excellent) against measured occupancy. Sample: 102 Enrollment X-Rays completed between March and October 2026 with owners and directors of 102 private institutions in 69 Mexican cities. These are institutions that requested the diagnostic, not the country. Median, not average: one school with 7,000 students skews the average and makes it lie.
Median before average; no figure based on fewer than 5 institutions is published. Full methodology.
For your stories and status updates
The same chart in vertical format, animated, 8 seconds long. Download it and post it as is to WhatsApp Status, Instagram Stories or TikTok — the source is already on it.
This data point airs as a YouTube Short (in Spanish) on November 19 at 7:30 p.m. Mexico City time. See the series playlist
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