In the realm of K-12 private school enrollment management, the question of whether to treat full-pay families differently from aided families is both crucial and complex. Both groups deserve excellent treatment, but the strategies and attention given to each might need to differ to address their unique expectations and needs. Full-pay families, who can choose freely and have higher expectations, might require a tailored approach to justify their significant financial investment. Here, we explore several business cases where customers with greater financial means receive different treatment, illustrating how schools can adopt similar strategies.
Business Case Studies
- Automotive Showrooms: Mercedes vs. Used Car Lots
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- Mercedes Showroom Experience: When visiting a Mercedes-Benz showroom, potential buyers are often greeted with a luxurious environment. From personalized service to high-end amenities like gourmet coffee, plush seating, and detailed vehicle walkthroughs, the experience is crafted to match the premium nature of the product. The objective is to make customers feel the exclusivity and high value of their purchase.
- Used Car Lot Experience: In contrast, used car lots for brands like Ford or Toyota focus on efficiency and practicality. The environment is straightforward, aimed at providing reliable vehicles at an affordable price. The bells and whistles of a high-end showroom are absent, reflecting the different expectations and budget considerations of their customer base.
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- Retail: Saks Fifth Avenue vs. Walmart
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- Saks Fifth Avenue: At Saks, customers experience personalized shopping assistance, upscale store environments, and exclusive events. The store aims to create a sense of prestige and personalized attention, catering to those who expect and can afford a premium shopping experience.
- Walmart: Walmart, on the other hand, focuses on cost-efficiency and convenience. The shopping experience is designed to be quick and affordable, aligning with the needs and expectations of a cost-conscious consumer base.
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- Air Travel: First Class vs. Economy Class
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- First Class: Airlines offer vastly different experiences for first-class passengers, including priority boarding, spacious seating, gourmet meals, and personalized service. The intent is to provide an exceptional level of comfort and exclusivity that justifies the higher price.
- Economy Class: Economy class is more utilitarian, focusing on affordability and essential services. The experience is standardized to accommodate a larger number of passengers, meeting the basic needs of travel efficiently.
Implications for Enrollment Management and Marketing in Private Schools
Rationales going the additional mile
The truth is that if you had the resources to treat everyone the same, you probably would. Unfortunately, most admission offices don’t have enough resources to give everyone the same amount of attention. Yet you can’t afford not to provide additional attention to your most needed segment – full-pay families. Schools that have 5 or more full-pay applicant to each space, probably won’t do the additional touchpoints. Are you one of those? If not, you have to accommodate the target market. Also, you will get a competitive advantage when you up the attention for this group and win over your competitors.
Understanding Motivations
To effectively market to full-pay families, schools must deeply understand why these families are willing to forego free public school options where they probably pay a considerable amount of taxes to that school district. Key motivations often include:
- Superior Educational Outcomes: Full-pay families seek evidence of exceptional academic results and college placement records.
- Holistic Development: These families value comprehensive development opportunities, including extracurricular activities, leadership programs, and arts education.
- Community and Networking: The social environment and networking opportunities provided by the school can be a significant draw.
Tailored Marketing Strategies
Based on these motivations, schools can develop tailored marketing strategies for full-pay families:
- Personalized Tours: Offer tours that are specifically designed for full-pay families, highlighting aspects of the school that align with their expectations and interests.
- Exclusive Information Sessions: Conduct special information sessions that provide in-depth insights into the school’s offerings, catering to the high expectations of full-pay families.
- One-on-One Meetings: Arrange private meetings with school leaders to discuss the unique value the school can offer their child.
- Phone Calling: Reach out to these families with personalized phone calls. Have conversations about their specific needs and connect them with faculty who can address their interests.
Creating a high-touch experience makes full-pay families feel valued and appreciated. I have been accommodating full-pay families differently for decades. You might ask, “What if someone finds out?” Only twice have aided families asked why they weren’t invited to an event after finding out their classmates received invitations. I immediately invited them to the event. No harm, no foul.
Conclusion
Treating full-pay families differently in the admission process doesn’t mean compromising on the core values of equity and inclusion, nor does it mean neglecting other families. It involves recognizing and addressing the unique needs and expectations of full-pay families to secure the necessary revenue for the school’s sustainability. By drawing lessons from various business sectors, private schools can craft strategies that cater to full-pay families while maintaining their commitment to providing an excellent education for all students.
