Picture this: You’re at one of my Five Pillars workshops. Among the attendees is a director of admission who’s just wrapped up a branding campaign for her school. You’d think she’d have everything she needs to boost full-pay applications, right? But here she is. Curious? So was I.
After chatting with her, it hit me—why do these six-figure campaigns need a refresh so quickly? They either fizzle out or become obsolete, only to be replaced by the next “unique” pitch. How many unique positions can one school have? Clearly, something is amiss. Are these campaigns missing a crucial element? Or are schools dropping the ball on execution?
Turns out, she nailed it. Something was missing—key components not typically covered by most branding initiatives. These elements weren’t on her vendor’s radar, nor did they appear in those quick-fix solutions offered by marketing agencies. So, what’s the missing piece?
A Tale of Two Bakeries
Let’s break it down with a bakery analogy. Imagine you’re buying a cake for a friend’s birthday. You walk into a bakery and see a variety of beautifully designed cakes.
You ask, “What kind of cakes are these?”
The salesperson replies, “They’re all chocolate cakes, just with different designs. Pick the one you like because they all have the same ingredients—finest chocolate, sugar, flour, oil, and eggs.”
You think, “They look different, but they all taste the same.” You pick one, but next time, you’ll probably choose another design. After all, the taste won’t change, just the look.
This mirrors many branding experiences. Schools get stunning materials with catchy taglines, yet the core message—quality of faculty, program, facilities—remains the same. There’s usually some improvement in applications, maybe even full-pay ones. But these campaigns don’t typically segment and target the full-pay market—the very reason for the hefty price tag.
Parents ask, “What kind of school are you?” and you reply with your branding spiel: great faculty, facilities, students, programs. Sounds familiar? It’s what every other school says. Parents start to wonder if the ingredients truly differ from school to school. They focus on finding the best mix of academics, faculty, facilities, and college placement. Some will like your latest design, but not enough to fill your full-pay quota or outshine the top-branded school. Meanwhile, public schools offer similar ingredients for free.
Now, the Second Bakery
Let’s visit another bakery. You’re still cake shopping. This time, the cakes are labeled uniquely.
You ask, “What kind of cakes are these?”
The salesperson enthusiastically explains, “This is Raspberry Almond, that’s Chocolate Mousse, this one’s Passion Coconut, and here’s Lemon Velvet Bundt. And of course, we have our standard chocolate cakes.”
Each specialty cake has its own distinct flavor, and the salesperson highlights the premium ingredients used. You choose the Raspberry Almond because it fits the birthday girl’s taste perfectly. Next year, you’ll likely pick the same cake because of its unique flavor.
Key Takeaways for Your Branding Campaign
- Differentiate or Disappear: Without identifying your unique ingredients, your campaign won’t yield the desired results. Customers will always seek the best of the common qualities—faculty, students, programs, college placements. If there’s no clear differentiation, why would they choose your school?
- Serve Unique Needs: Families will only sacrifice the best in common categories when they find something that uniquely meets their needs. If your school can solve their specific problems and it’s worth the cost, they’ll pay the higher tuition.
- Go Beyond the Beautiful Design: A stunning website or viewbook is great, but without conveying the unique value you offer, your campaign will lack impact and longevity.
So, remember, it’s not just about having the best design or tagline. It’s about offering something uniquely valuable that makes families come back year after year, just like that irresistible Raspberry Almond cake.
