Years ago, I found myself in a fascinating conversation with a colleague. We were discussing Peter Pan, and the topic of Tinker Bell came up. Do you remember that part where Tinker Bell starts to disappear because people stopped believing in her? It struck me that something similar happens in our schools—our brand begins to fade when the people within our community stop believing in it.
The Internal Struggle
During my years in enrollment management, I’ve seen firsthand how schools can inadvertently weaken their own brand. One day, I was chatting with a teacher who confessed that even if she had the means, she wouldn’t pay full tuition for her own child to attend the school. Even if she had the money? This teacher worked within the school, their children were enrolled, yet they didn’t see the value that justified the cost. They’d accept the education at a discount. When this person speaks with our prospective family, what level of passion about the educational experience are they conveying to them?
High Expectations from Full-Pay Families
Full-pay families have high expectations. Many come from communities with excellent public schools. I recall a meeting with a family who compared our school’s college placement list with that of their local public schools. They saw similar outcomes and so they were questioning the necessity of a private school education. Yes, at least they were giving us a shot at convincing them. This scenario isn’t unique; I’ve encountered it multiple times, and it always underscores the importance of a strong, believable brand.
Building Belief
For our schools to thrive, we need a brand that every faculty and staff member can rally behind. It can’t just be marketing fluff—it has to be a lived experience. I’ve found that the most successful schools are those where the brand is not just a tagline on a website but a shared belief echoed by everyone in the community, at least almost everyone in the community. Here’s how I’ve seen it done:
- Develop Brand Differentiators: It’s crucial to identify and develop what makes your school unique. This isn’t just about claiming you’re different—the value of these differentiators must be apparent to everyone.
- Create Disciples: Share the greatness of your brand with your entire school community. You want to create enthusiastic advocates. I remember the time we held a series of workshops just for our staff to immerse them in our school’s story and successes. The shift in energy and belief was palpable. They wanted the language to speak about the program and it secured their beliefs.
- Consistent Messaging: Use the right words and make sure they are heard and used consistently. I’ve seen schools transform when everyone, from the head of school to the janitor, speaks the same language about their brand.
- Reinforce Everywhere: Beyond verbal communication, make sure your brand is prominently featured in all materials—online, in admissions packets, and development brochures. I’ve personally worked on campaigns where a unified message across all platforms led to a noticeable increase in community engagement and enrollment.
Why It Matters
Reflecting on these experiences, it’s clear that if we don’t actively highlight and strengthen our brand, we risk seeing it fade like Tinker Bell. With rising tuition costs, maintaining a strong brand position is more crucial than ever. Otherwise, full-pay families will start to question the value of your school, and that’s a tough position to recover from. And who can afford to discount their tuition any further than we already do just to get someone to come like that one teacher.
In essence, believe in your brand, share that belief passionately, and make it a part of every interaction. That’s how you keep your brand strong and your school thriving. This journey of building and nurturing belief isn’t just about enrollment numbers—it’s about creating a community that genuinely values and champions what your school stands for. And that’s a journey worth every step.
