Values

Stop Selling Features, Start Solving Problems

Customer-centric, Differentiation, Parents, School-centric, Values / Claude

You’re at a car dealership, eyeing a sleek SUV. Suddenly, a salesperson pops up and starts rattling off features of a sedan you have zero interest in buying it. Sounds frustrating, right? Well, here’s a shocker for you: Your school might be doing the exact same thing to potential students and their families. The Camry Conundrum Most schools think they’re nailing their marketing game. They proudly showcase their state-of-the-art field house, arts center and boast about their advanced classes, or about their nurturing environment. But here’s the kicker: They’re selling a Camry to someone who needs a RAV4. Why? Because they’re stuck in the school-centric mindset. The School-Centric Trap Let’s dissect a typical inquiry letter: “Academy Right School is the premier 9-12, coed educational school in New England. The opportunities abound and with its 100-acre campus, the facilities serve as a lab for a superior education…” Sounds impressive, doesn’t it? But here’s the million-dollar question: Does it address what the family actually needs? The Customer-Centric Revolution Now, imagine flipping the script: “Finding the right school can be a challenge. We’ve worked with thousands of families, and it’s a common theme. We want to allay some of those worries by best understanding your educational needs…” See the difference? It’s like night and day. The Big Idea: Put the Customer First Here’s the revolutionary idea that will transform your marketing: Start with the customer’s needs, not your school’s features. Ask Before You Tell: Before you start singing your school’s praises, ask families about their educational goals and challenges. Listen and Record: Pay attention to what they say and actually write it down. Use this information to tailor your communication throughout the recruitment cycle. Speak Their Language: Frame your school’s offerings in terms of how it solves the family’s specific problems or meet their unique needs. Be a Partner, Not a Salesperson: Position your school as a partner in their educational journey, not just another option to consider. The Payoff When you shift from a school-centric to a customer-centric approach, magic happens. Families feel understood and valued. They’re more likely to see your school as the perfect fit for their needs. And the best part? You’re not just selling a school anymore. You’re offering a tailored solution to their educational challenges.

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The Hidden Secret of Skyrocketing Your School’s Enrollment: It’s All About Value

Admission, Blog, Brand, Enrollment Management, Values, Worth the Cost / Claude

You’re sitting at your desk, staring at enrollment numbers that refuse to budge. You’ve tried every trick in the book – glossy brochures, social media campaigns, even those fancy virtual tours. But still, parents aren’t flocking to your school like you expected. What’s missing? It’s not flashy marketing. It’s not even your stellar academic record (though that helps). The magic ingredient? Value. Pure, undeniable, can’t-live-without-it value. But here’s the kicker: Most schools are doing it all wrong. Let me tell you a quick story that’ll make this value point crystal clear: My wife came to me, all excited about summer music camps for our son. She’d researched six options, found two she loved, but was hung up on the price. “We only have $1000 in the budget,so I guess we should take the one that fits into what we can afford, It’s good too” she insisted. Guess which camp we chose? The $2000 program. Why? Because when true value enters the picture, budgets have a funny way of stretching. Now, let’s break this down for your school: What is value, really? It’s not just about price tags and fancy facilities. In education, value is the “worth in usefulness or importance to the possessor.” It’s what parents believe their child will gain – and become – because of your school. Why does value matter so much? Parents are already paying for “free” public education through taxes. If they’re going to shell out $24,000 to $80,000 on top of that, you better believe they’re looking for serious value. The Two Types of Value You Need to Nail Environmental Value: This is your “right now” stuff. Small class sizes, top-notch faculty, cutting-edge programs, a nurturing atmosphere. It’s what sets you apart in the day-to-day experience. Outcome Value: This is the long game. What will a child gain from your school that’ll shape their future? Think college placements, character development, lifelong learning skills or a special talent developed. The Brutal Truth About Value Here’s where most schools stumble: They assume their value is obvious. News flash – it’s not. You need to show parents, in vivid, concrete terms, why your school is worth every penny (and then some). And I’m not talking about a list of features on your website. The Value Communication Revolution This isn’t just about tweaking your marketing. It’s a fundamental shift in how your entire school operates. Every staff member, from the Head of School to the cafeteria workers, needs to be laser-focused on creating and demonstrating value. Yes, it takes work. Yes, it might ruffle some feathers. But the alternative? Dwindling enrollment and a weakening student body. Not pretty. Your Value Action Plan Appoint a Value Czar: Someone needs to own this process. Audit Your Real Value: Be brutally honest about what you offer (and where you fall short). Gather Parent Insights: What do they actually care about? (Hint: It might surprise you) Train Your Team: Everyone needs to speak the language of value. Measure, Adjust, Repeat: This isn’t a one-and-done deal. Remember my $2000 music camp story? We didn’t choose it for the extra weeks. We chose it because we saw our son traveling through Central and South America, experiencing new cultures, and most importantly – transformation – growing in ways we couldn’t even imagine. That’s the kind of value parents are searching for. Are you showing them you’ve got it?

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Surveying Your Marketing Segments: Get Started Now!

Blog, CRM_Database, Customer-centric, Data Driven, Marketing, Uncategorized, Values / Claude

Have you ever felt like you’re shooting in the dark when it comes to marketing your school? I know I have. But here’s the thing: you don’t need a massive budget or a crisis to start gathering valuable data. Let me share with you some strategies I’ve developed over the years that have helped me fine-tune our enrollment efforts without breaking the bank. The Five Groups You Can’t Afford to Ignore In my experience, there are five key groups that hold the secrets to your school’s marketing success. Let’s dive into each one: 1. Current and Past Consumers: Your Hidden Goldmine These folks have been through your halls, experienced your curriculum, and interacted with your faculty. Their perceptions? Pure gold. Here’s what I do: Create a simple survey focusing on three critical areas: faculty quality, student body, and curriculum. Add the big question, “How likely are you going to recommend us to others?” Gauge their willingness to help in the recruitment process. (You’d be surprised how many are eager to help!) Remember, their words can make or break your reputation. Use them wisely. 2. School Employees: Your Frontline Ambassadors Your employees spend more time at the school than anyone else. They see the good, the bad, and the areas ripe for improvement. My approach: Avoid direct questions about faculty and programs. It’s too close to home. Instead, focus on informal conversations. I often spend my lunch hours just listening and observing. Why? Because what they say about the school can be incredibly powerful – for better or worse. 3. The Observers: Your External Validators These are the organizations and vendors who interact with your school regularly. Feeder schools are a perfect example. My secret weapon: I call my largest feeder schools after their students visit us. It allows me to make quick adjustments and shows them I care about their students’ experiences. This simple act builds strong relationships and keeps you in the loop. 4. The Competition: Your Benchmark Understanding your competitors is crucial. But how do you do it without crossing ethical lines? My tactics: Ask visiting students about their experiences at other schools. Listen carefully to parents who are willing to share information. Analyze competitor acceptances to understand their patterns for offering admission. It’s all about careful listening and observation. 5. The Ones That Got Away: Your Reality Check This group includes those who didn’t accept your offer or didn’t return. They’re your early warning system for potential weaknesses. What I do: Provide written surveys for both groups. Ask not-accepting full-pay families to compare aspects of our program with their chosen school. Their feedback can be a wake-up call or a reassurance that you’re on the right track. The Continuous Feedback Loop Don’t wait for big moments to gather data. I’m constantly collecting information: At the inquiry point: “How did you hear about us?” During open houses: Quick surveys As part of the application process: Embedded feedback forms Start small, but start now. You’ll quickly see the value and naturally expand your efforts.

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The Mission Statement Mystery: Why Your Team is Lost in the Dark

Administrators, Blog, Faculty, Mission, Parents, Values / Claude

Imagine this scene: You’re standing in front of your school staff, brimming with enthusiasm. “Who can tell me our mission statement?” you ask, expecting a chorus of confident voices. Instead, you’re met with awkward silence, shuffling feet, and averted gazes. Sound familiar? You’re not alone. The Mission Impossible: A Puzzling Predicament Here’s a head-scratcher for you: Why do employees who casually toss around terms like “mission-appropriate students” and “mission-based programs” break into a cold sweat when asked to recite the actual mission statement? It’s like having a state-of-the-art GPS but not knowing how to turn it on. Frustrating, right? So, what’s going on here? Let’s dive into this mystery and uncover some surprising culprits. Suspect #1: The Breadcrumb Syndrome Picture this: You’re served a succulent lobster, but it’s drowning in a sea of breadcrumbs. That’s what many mission statements look like. The real meat—why your school exists—is hidden under a mountain of “how we do it” crumbs. Is it any wonder your team can’t find the main course? Quick Fix: Serve the lobster, hold the breadcrumbs. Strip your mission statement down to its essence. What’s the juicy bit that explains why you exist? Suspect #2: The Scavenger Hunt Dilemma Remember those childhood scavenger hunts where clues were scattered all over the neighborhood? Fun for kids, not so much for busy professionals. Yet, that’s how some schools treat their mission. A bit in the philosophy statement, a dash in the core values, add how to cover the bases, and a sprinkle in multiple mission focuses. Is it any surprise your employees are lost? Quick Fix: Create a treasure map, not a scavenger hunt. Organize your mission-related info clearly. Make finding the mission as easy as X marks the spot. Suspect #3: The Leadership Vacuum Brace yourself. This one might sting a bit. If your team doesn’t know the mission, it might be because you haven’t made it a priority. Ouch, right? But here’s the thing—if you’re not leading the mission charge, who will? Quick Fix: Be the mission champion. As a leader, make knowing the mission non-negotiable. And psst… make sure you know it too! From Mission Impossible to Mission Accomplished Now that we’ve identified our suspects, how do we turn this ship around? Let’s break it down: Ban the “general sense” cop-out: A vague idea of the mission is like a foggy GPS—you might end up somewhere, but probably not where you intended. Insist on precision. Turn up the volume: Blast that mission statement everywhere. Staff meetings, emails, even bathroom stalls if you have to! Make it impossible to ignore. Play “Mission Impossible”: Regularly challenge your team to recite the mission. Make it fun, make it engaging, but most importantly, make it stick. Connect the dots: Help your team see how their daily grind ties into the big picture. It’s like showing them their piece of the puzzle. Suddenly, their work has more meaning. Celebrate the mission masters: Shine a spotlight on those who live and breathe your mission. Nothing motivates like a pat on the back, right? The Million-Dollar Question Here’s something to ponder: If your team can’t articulate why your school exists, how can they help it thrive? Your mission statement isn’t just a bunch of fancy words to impress the board. It’s your school’s North Star. It’s the reason you open your doors every morning. So, isn’t it time you and your team started following it? Remember, a clear mission isn’t just about words on a plaque. It’s about creating a shared purpose, a common goal that everyone—from the principal to the janitor—can rally behind. Are you ready to solve the mission statement mystery in your school? The game is afoot!

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Stop Selling Features, Start Solving Problems

The Hidden Secret of Skyrocketing Your School’s Enrollment: It’s All About Value

Surveying Your Marketing Segments: Get Started Now!

The Mission Statement Mystery: Why Your Team is Lost in the Dark

EM:for Schools

ENROLLMENT MANAGEMENT FOR SCHOOLS