Here are some ways to do this...
1. Ask them what they're interested in. When you send out acceptance letters, ask the parents what their interests are and how they'd like to hear from the school. Ask for email and mobile phone details, and also encourage them to follow your school on social media such as Facebook and Twitter.
2. Give them people to talk to. Make sure that your initial information contains details of people to ask questions of. This should include the person responsible for admissions at the school, but I'd also recommend a PTA contact (you could have local representatives) and the teacher who is responsible for the year group.
3. Create a dedicated 'new student' section on your website. This could include practical information (uniform, key dates, policies, transport information etc), news (and a blog?) from current students, a countdown clock and even a forum for parents and students to ask questions of current students and parents.
4. Send them regular news updates. Parents and students want to know what is happening in the school. You can create a specific newsletter for them, send them your current school newsletter or select and email a list of new stories from your website. I'd suggest once a month as a good frequency for this.
5. Include them in existing events. If you have musical, sporting, academic, religious or drama events invite parents who have shown an interest in these areas. You could also consider a special performance or session in an existing event such as an art exhibition for new parents.
6. Hold dedicated events. Many schools have a day during the summer term for new students to attend. If you do this already, consider offering something for the parents as well as the students - if you don't offer this type of day, you should!
7. Act on any feedback. Make sure that the school team dealing with new students meets regularly and answers queries and passes on concerns.
Please add your suggestions below!