When embarking on my first role as director of admission, I quickly realized the paramount importance of generating sufficient revenue to sustain the institution. The key to financial stability was clear: attracting and enrolling families who could pay the full tuition. This realization set me on a path to mastering the art and science of marketing to full-pay families.
The Journey Begins
Initially, I believed that simply showcasing our school would naturally draw full-pay families. A good product, I assumed, would sell itself. However, the complexities of the market soon became apparent. To truly understand why families choose to invest in our institution, I needed a strategic approach, not just tactics.
Seeking Knowledge and Building a Foundation
My quest for knowledge led me to the professional development resources offered by EMA, NAIS, and ISM. Despite the valuable insights, I found that many practitioners lacked a comprehensive marketing plan strategy. Determined to find a solution, I sought guidance from marketing workshops and industry leaders like Jeff Wack, Kathy Hansen, and Robert Sevier. These experiences helped me develop the “Marketing Volcano,” a contemporary approach to the admission funnel, but I needed more.
Learning from the Corporate World
Realizing the limitations of educational marketing resources, I ventured into the corporate world. With the support of a visionary head of school, I attended courses alongside professionals from major corporations like Charles Schwab, IBM, and Ford. These interactions reshaped my understanding of marketing as an exchange of value, emphasizing customer-centricity and relationship building.
Phases of Marketing Mastery
My marketing journey can be divided into several phases:
Phase I: Changing Perspectives
In the first phase, I learned to view marketing as an exchange of value, focusing on understanding and meeting customer needs. This customer-centric approach was a significant shift from the traditional school-centric mindset.
Phase II: Exploring Diverse Marketing Approaches
Next, I delved into various marketing strategies, from Database Marketing to Content Marketing. Each approach offered unique strengths, which I integrated to form a comprehensive strategy. This phase also marked my extensive use of census data to identify potential full-pay families.
Phase III: Embracing Customer-Centric Thinking
The discovery of Psychotactics.com and the work of Sean D’Souza profoundly influenced my approach. D’Souza’s teachings on being customer-centric transformed my thinking and highlighted the gap between our perception and reality in serving students and families.
Phase IV: Blue Ocean Strategy
Inspired by the “Blue Ocean Strategy” by Mauborgne and Kim, I learned to differentiate our school by offering unique value rather than competing in the overcrowded “red ocean” of traditional marketing. This approach emphasized creating a niche where our offerings stood out.
Phase V: The Five Pillars Strategy
Combining these insights, I developed the Five Pillars strategy—a customizable framework for enrolling full-pay families:
- Identify the Problem to be Solved for the Customer
- Demonstrate Your School’s Expertise
- Showcase Your Solution to the Customer’s Problem
- Prove the Value of the Solution
- Develop Allies and Disciples Among Your Customers
This strategy provides a clear and effective way to engage full-pay families, ensuring that our marketing, communication, and sales efforts are aligned with their needs and expectations.
Looking Ahead
Attracting full-pay families requires a strategic, customer-centric approach. By continuously learning, adapting, and innovating, one can ensure the financial sustainability and success of almost any school.
