After 20 years of working with school marketers, I asked myself, "What do they really need to do their jobs well? How can I help them when they're not my current client?" I pondered that thought for many weeks—months even. Then InspirED School Marketers came to me as a lightbulb moment.
Your school has just gone through a brand development process, possibly working with an outside firm or creating it in-house. Your committee celebrates when you finally approve the final language that describes your school, the incredible value it brings to your families, what makes it unique and how it changes lives. Now it’s time to start using that new brand language...
What Saturday Night Live and Digitalized Yearbooks Have In Common
When I'm waxing nostalgic about my boarding school days, I'd love to be able to access my yearbooks online. Not only will they jog my fading memories, but they will also reconnect me with my alma mater in ways nothing else can. Every school should make this relatively inexpensive investment in alumnae/i relations.
Why does a family seek out an independent school in general and yours in particular? They are motivated. What motivates them is that they have at least one “pain point” — a need, want, or problem — that your school addresses. Start your marketing with that pain point.
How to Make Your Website Prove You're Worth It in 7 Steps
Fewer and fewer prospective parents have an independent school background themselves. This means it’s incumbent upon you—the school— to educate them on the benefits of independent schools in general and your school in particular. This is a tall order with the first “barrier to sale” being a huge one: tuition.
When the brand report is new, there's a laser-like focus on strategy. A year or so later, you may be been too busy putting out fires to think strategically. Do yourself a favor. Go back and re-read the brand report. It will be an eye-opener.