Here’s a bitter pill for school marketers to swallow. What you see as the high academic quality of your school’s educational program is meaningless unless parents agree with your assessment. Likewise, your belief in the outstanding calibre of your faculty doesn’t...
Not every moment in a parent’s experience with a school is equal. Some of them are more equal than others. Some of them are moments of truth. Of the many interactions a parent has with a school, some have deeper and more lasting impact than others. They are the ones...
Is it possible to have a group of extremely enthusiastic and well-informed parents who make lousy ambassadors? The answer is yes. Why? Because when it comes to successful ambassadorship, knowledge takes a back seat to passion. Ambassador training in many schools is...
Whether your existing parent ambassador program isn’t producing the results you hoped for, or whether starting an ambassador program is high up on your to-do list, there are three factors that need your attention. The three keys to a successful parent or student...
The impact of word of mouth on independent school admissions is pretty much undeniable. There is a litany of data demonstrating that the most frequent and the most effective way that prospective parents hear about a school is from family, friends and peers. Great. We...
