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?
