Brand

How Do I Deal with the Competition?

Blog, Brand, Competition, Marketing / Claude

When I first started in PreK-12 enrollment management, dealing with competition felt like an endless, daunting battle. Over the years, I discovered that a little bit of military strategy could be my best friend in this war. There’s no need to reinvent the wheel; classic battle tactics can be perfectly adapted to the school-versus-school showdown. A Shift in Perspective: From Customer-Centric to Competitor-Oriented I adhered to the marketing concept: our goal was to identify and profitably satisfy customer needs, of course, with the mission as the lighthouse. However, the landscape of school enrollment is a battleground. Competing against the uncontested top branded school seemed to make no sense and a futile effort. Then I stumbled upon the idea introduced by Al Ries and Jack Trout in Marketing Warfare: marketing is war. I learned that I need to shift my focus to understanding and outmaneuvering our competition. This shift was a game-changer for me. Defensive Strategy: Protecting Your Turf If your school is the big fish in the pond—the one with the largest customer base, the most resources, and the strongest brand—you need to go on the defensive. Among this group, when one rival school builds a new track, the other responds with an indoor track because we already had the outdoor facility. Yes, this is all part of the master plan. Now, students could train all year round. This strategy was about ensuring others couldn’t take what was the top defender by outbuilding or outservicing them, sometimes even at a lower cost. Attacker Strategy: Taking the Fight to Them Then there were times when a school was almost as strong as the leader but just not quite there. That’s when they use the attacker strategy. You build a state-of-the-art football and lacrosse turf field with a computerized scoreboard. The competitor is in no position to respond, smaller brand and resources. Flanking Strategy: Finding the Unattended Areas When you are not a Defender or an Attacker, you need the Flanking move. Start small with something like educating children with dyscalculia and dysgraphia. Competitors aren’t interested in being specialists in those areas at the moment. You set up a separate facility for these students, creating a niche market without diluting your academic reputation. By the time your competitors notice, you have already established a strong foothold in this new market. that weren’t being served as well as what you are offering. Guerrilla Strategy: Small, Smart Moves Guerrilla tactics select an area that other schools are interested in doing, but not at the quality level that you are going to offer. For example, your college counseling process is so robust that families come into the junior year in droves just to be a part of this process. The individualized attention and evaluation is outstanding. The Thin Line Between Flanking and Guerrilla One thing I learned is that the difference between flanking and guerrilla tactics lies in the attention of your competitors. Flankers pick niches that aren’t on the competitors’ radar, while guerrillas target areas the competitors are interested in but can’t or don’t want to execute at your level. Both strategies required nimbleness and the ability to adapt quickly before the defenders could regroup and counter-attack. Embrace the Battle Here’s what I learned: don’t try to compete with the Defenders unless you have the strength to be an Attacker. Defenders will attract students more often than you will. It’s crucial to convey this concept to the senior leadership team and the board of trustees. I made it clear to my previous board that we would not compete against certain schools unless we had a half-billion-dollar endowment. This distinction helped them understand the difference between us and the Defenders and Attackers. (Read this article about Walmart and you will understand why you don’t need to bother with the Defenders or Attackers.) In the ever-competitive world of K-12 enrollment management, these strategies have provided me with a clear, actionable framework for not just surviving but thriving. By picking our battles wisely and using these tried-and-true tactics, we carved out our school’s success story. Al Ries and Jack Trout’s Marketing Warfare allowed us to understand our weight class, enabling us to focus our efforts effectively. These lessons have shaped my journey and continue to guide my strategies in this dynamic field.

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Building a Basic Marketing Plan to Attract Full-Pay Families: A Beginner’s Guide

Blog, Brand, Five Pillars, Marketing / Claude

Imagine you’re at a potluck. You’ve brought the main dish, but everyone else is expecting a five-course meal. Creating a marketing plan to attract full-pay families can feel just like that—overwhelming and perhaps unreasonable. But don’t worry; you’re not alone. Let’s break it down into bite-sized steps. Step I: Clarify Expectations First, get crystal clear on what your head of school or Board of Trustees mean by a “marketing plan.” Don’t assume you know—ask directly: What specific outcomes are expected? Is there a budget allocated for this? This initial conversation can set the stage for realistic goals and ensure you have the support you need. Step II: Choose Your Communication Styles Your marketing plan will involve three main styles of communication: Monologue: Traditional, one-way communication like viewbooks, letters, newspaper ads, and postcards. Digitalogue: Online, interactive communication such as emails, blogs, Instagram, and Meta. Dialogue: Personal, two-way engagement like campus tours, open houses, and class visit days. Brainstorm with your head or marketing team to identify the most effective tactics. For each tactic, answer these key questions: Who is the target audience? What is your message? Why should they care about your offerings? Why would they engage with this medium? What action do you expect them to take? How will you measure success? Plan these activities across the year. A typical cycle might run for about 16 months, starting in May and continuing through August of the following year. Step III: Add Essential Elements To give your plan structure, include these core components: Philosophy Statement: Describe your overall approach based on the chosen communication styles. Goal Statement: Outline clear goals for what you aim to achieve. Success Metrics: Define what success looks like and how you will measure it. This basic plan won’t cover everything but it’s a solid starting point. Pro Tips for Beginners Start Small: Focus on a few key tactics and do them well. It’s better to be effective with a limited scope than to stretch too thin. Engage Your Team: Involve others in brainstorming and executing the plan. Shared ownership can lead to more creative and effective strategies. Iterate and Improve: Marketing is not set in stone. Continuously assess what’s working and make adjustments. Remember, even seasoned marketers started as beginners. By following these steps, you’ll build a foundation that not only addresses immediate needs but also sets the stage for more sophisticated plans in the future. You’ve got this! Now go out there and start attracting those full-pay families with confidence.

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Why Your $150,000 Branding Campaign Doesn’t Last

Blog, Brand, Enrollment Management High Level, Marketing / Claude

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.

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Private Schools: Seven Reasons to Use Corporate Marketing Strategies

Advertising, Blog, Brand, Marketing / Claude

In 1997, as a new director, I faced a dilemma. I needed a marketing plan, but veteran directors were unable to provide guidance. One director had a plan, but he couldn’t share it. I was on my own. I dedicated significant effort to finding the information I needed. I attended programs by NAIS, AISNE, ISM, and EMA. I even ventured into the college world with AACRAO programs. But I still lacked the training to execute a solid plan. That’s when I turned to the corporate world, where I discovered a treasure trove of marketing strategies. My eyes were opened to strategies honed by corporations investing tens to hundreds of millions of dollars in marketing, communication, and sales systems. I found more affordable ways to learn through authors and researchers like Jack Trout, Patrick Hanlon, Al Ries, and Malcolm Gladwell, who distilled the secrets of successful profit organizations and the pitfalls to avoid. Jim Collins, in his book “Good to Great and the Social Sector,” emphasized, “A culture of discipline is not a principle of business; it is a principle of greatness.” As you consider advancing your marketing efforts, here are seven reasons to leverage corporate world insights: Corporate Expertise in Action Corporations hire highly paid experts to drive purchases. Think about the kind of investment brands like Ferrari or IBM make in marketing research. These companies don’t leave anything to chance. They spend vast amounts of money to understand consumer behavior, preferences, and trends. In comparison, the resources allocated to marketing research in the education sector are minimal. Yet, the principles remain the same. Understanding your market deeply allows you to tailor your messaging and outreach in a way that resonates more effectively with potential families. Imagine having the same level of insight and expertise guiding your strategies. It’s about leveraging proven methods and adapting them to your specific context. Accessible Research and Insights Expert authors in marketing share their extensive research for the cost of a book or workshop. Jack Trout’s positioning theories, Patrick Hanlon’s brand strategies, Al Ries’ marketing warfare, and Malcolm Gladwell’s tipping points offer a wealth of knowledge. These resources condense years of research and millions of dollars of corporate investment into digestible and actionable insights. Investing in these resources is essentially investing in a shortcut to success. These experts have done the heavy lifting. By applying their principles, you can avoid common pitfalls and focus on what works. It’s not just about reading these books or attending these workshops; it’s about integrating their lessons into your daily operations and strategic planning. Evidence of Success Experience firsthand why corporations like Apple, Starbucks, Southwest, Disney, Toyota, or Google succeed. As a consumer, analyze why you are loyal to these brands. These companies excel because they understand their customers at a granular level. Apple doesn’t just sell products; it sells an experience and a lifestyle. Starbucks creates a third place between home and work. Southwest Airlines emphasizes friendly service and no hidden fees. Disney offers magical experiences that transcend generations. Toyota provides reliable and affordable vehicles. Google makes information universally accessible and useful. Each of these companies understands its unique value proposition and communicates it effectively. As enrollment management professionals, we can learn from these examples. Think about what makes your school unique. How can you communicate that effectively to prospective families? Understanding Your Audience Many companies target discerning full-pay customers, similar to our clientele. Consider why your customers choose Rolex, Mercedes, or vacation homes over other options. These customers value quality, exclusivity, and prestige. They are not just buying a product; they are buying an identity and a set of values. The same principles apply to education. Full-pay families are looking for more than just a school; they are looking for a community, a vision, and a commitment to excellence. They want to ensure their investment in education yields tangible results. By understanding what drives these families, you can better tailor your messaging and engagement strategies. It’s about speaking to their aspirations and demonstrating how your school can fulfill them. Adaptable Strategies Corporate strategies can be adapted to fit the education sector. With an open mind, tailor these strategies to meet your school’s needs. For example, consider the concept of brand storytelling. Companies like Nike and Coca-Cola don’t just sell products; they sell stories that resonate with their audience. Nike’s “Just Do It” campaign is not just about athletic wear; it’s about empowerment and overcoming obstacles. Coca-Cola’s advertising often focuses on happiness and togetherness. How can you apply storytelling to your school’s marketing efforts? Perhaps it’s through alumni success stories, showcasing the unique journey of each student, or highlighting the dedication of your faculty. Storytelling makes your message more relatable and memorable. Leveraging Technology Technology offers affordable access to 21st-century tactics: websites, blogs, social media, marketing automation, consumer data, Google AdWords, artificial intelligence software, and customer relationship marketing systems. Custom printing is now more affordable, too. Embrace these fantastic options. The digital age has leveled the playing field, allowing schools to reach a broader audience more efficiently. Social media platforms enable you to engage with prospective families in real-time, answer their questions, and showcase the daily life at your school. Marketing automation tools can help you nurture leads through personalized email campaigns, ensuring no prospective family falls through the cracks. Data analytics tools allow you to track the effectiveness of your marketing efforts and make data-driven decisions. These technologies are not just for corporations; they are available to everyone and can significantly enhance your marketing effectiveness. Moving Beyond Traditional Methods Are you tired of the same old strategies discussed at independent school conferences? It’s time to move beyond “That’s old hat” or “I’ve tried that, and it only works if they’re already interested.” It’s time to embrace innovation and think outside the box. Corporate marketing strategies offer a wealth of innovative approaches that can breathe new life into your marketing efforts. Whether it’s leveraging the power of influencer marketing, creating immersive virtual tours of your campus,

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Is Your School’s Educational Approach Worth the Cost of Full Tuition?

Blog, Brand, Marketing / Claude

Imagine a parent named Karen, standing in the lobby of your school, pamphlet in hand, eyes scanning every detail. She’s thinking, “Why should I pay a hefty tuition when public schools are free?” It’s a fair question and one that many independent schools struggle to answer convincingly. Let’s dive into this with a story. Remember Volvo automotive? Yes, the brand known for its rock-solid safety features. Volvo doesn’t just build cars; they build peace of mind. Every bolt and seatbelt screams, “Your loved ones are safe with us.” Now, picture this same principle applied to your school. The Heart of the Matter In Simon Sinek’s famous TED Talk, he emphasized, “It’s not how you do what you do, but why you do it.” This is the essence of what sets your school apart. Do you know why your school educates students the way it does? Do you genuinely believe it’s the best choice for a child? And most importantly, can you communicate this belief clearly and compellingly? The Volvo of Education Volvo’s commitment to safety is unwavering. They believe that your children, relatives, and friends deserve the highest safety standards. This belief is in every design decision, making Volvo synonymous with safety. Followers of Volvo share this belief and trust in Volvo’s ability to deliver on it. The Disney Experience Disney believes in fun. From the moment you enter their parking lot to the time you leave, everything is designed to provide a fun experience. This belief in fun is evident and attracts families who value Disney’s promise of joy and entertainment. The American Red Cross Mission Consider the American Red Cross. Their mission is clear: to prevent and alleviate human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors. This belief in humanitarian aid drives every action they take, from disaster relief to blood donation drives. People trust and support the Red Cross because they see the tangible impact of their core belief in action. The Harvard Promise Harvard University has a clear promise: to educate the citizens and citizen-leaders for our society through the transformative power of a liberal arts and sciences education. This promise is reflected in their rigorous academic programs, diverse community, and commitment to developing leaders who make a difference in the world. When families invest in a Harvard education, they are investing in a legacy of excellence and leadership. The Swarthmore Commitment Swarthmore College stands out with its commitment to intellectual rigor and social responsibility. They believe in providing an education that not only challenges the intellect but also instills a deep sense of ethical and social responsibility. This belief is woven into every aspect of the Swarthmore experience, from its rigorous academic programs to its emphasis on community engagement and social justice. Students at Swarthmore are encouraged to think critically, act ethically, and contribute positively to society. This commitment attracts families who value a holistic and socially conscious educational approach. The Northfield Mount Hermon (NMH) Philosophy Northfield Mount Hermon (NMH) believes in the power of education to transform lives. Their philosophy is centered around a commitment to rigorous academics, comprehensive student support, and a dedication to fostering a diverse and inclusive community. NMH aims to cultivate well-rounded individuals who are prepared to make meaningful contributions to the world. This belief is evident in their unique combination of challenging coursework, extensive extracurricular opportunities, and a supportive residential life program. Families who choose NMH value this integrated approach to education, which balances intellectual growth with personal development. Building Your School’s Belief System Identify Your Core Beliefs Reflect on why your school exists. What educational philosophy drives your teaching methods? Are you committed to experiential learning, a particular pedagogical approach, or a unique student-teacher relationship model? Communicate Consistently Your belief system should be evident in every interaction with current and prospective families. From your marketing materials to your school tours, every touchpoint should reinforce what you stand for and why it matters. Create Stories and Testimonials Share success stories that highlight your educational approach. Testimonials from students, parents, and alumni can powerfully convey the value of your beliefs in action. Train Your Staff Ensure that every member of your school community can articulate your core beliefs and demonstrate how they are implemented in daily school life. This unified voice will build credibility and trust. Deliver on Your Promise Ensure that your educational approach delivers the promised outcomes. Families need to see tangible benefits from your philosophy to justify the cost of tuition. Making Your Beliefs Apparent and Valuable What does your school believe in, and is it apparent to your constituencies? Is it worth following, and valuable enough to justify full tuition? People support what they believe in. They follow leaders, organizations, and schools that embody their values. When you find believers in your school, not only will they be willing to pay your tuition, but they will also support your school beyond that amount. Passionate followers will champion your school’s name to others, creating a ripple effect of support and enrollment. So, ask yourself: Why do you do what you do? How is it different from other schools? Can you assure families that they will receive this unique approach consistently? Demonstrate that it is worth the cost, and your school will not only attract but also retain dedicated families who believe in your mission.

Is Your School’s Educational Approach Worth the Cost of Full Tuition? Read More »

How Do I Deal with the Competition?

Building a Basic Marketing Plan to Attract Full-Pay Families: A Beginner’s Guide

Why Your $150,000 Branding Campaign Doesn’t Last

Private Schools: Seven Reasons to Use Corporate Marketing Strategies

Is Your School’s Educational Approach Worth the Cost of Full Tuition?

EM:for Schools

ENROLLMENT MANAGEMENT FOR SCHOOLS