At the turn of this century, Jack Trout wrote a book titled Differentiate or Die: Survival in Our Era of Killer Competition. A generation later, I can’t think of a better description for the situation independent schools find themselves in. With increased competition,...
When John Wannamaker and then Henry Ford said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half,” people at the time chuckled approvingly. But I bet your Head of School or Board Chair wouldn’t find that very amusing. In...
If you want to make your messaging more impactful, use numbers. Numerous studies confirm that using numbers makes messaging more believable, compelling and memorable. An article from the Wharton School refers to this phenomenon as “Quantification Fixation.” The author...
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...
Figuring out your school’s value proposition is not easy. It raises all kinds of questions. Which features or characteristics will be of interest to prospective parents? And, even if they resonate with parents, do they represent value? What will convince parents that...
