Would you marry your school after the first date?

Randy Vaughn: Would you marry your school after the first date? -

OK, that’s a strange headline. Let me explain.

In the world of marketing, too many admission folks tend to dream up this idea that if we just spend the right amount of money on the slickest ad in the fanciest magazine, then enrollment will increase.

Rarely does that happen. And even if we offer a few exceptions, it is certainly not the rule and most likely you know it.

In marketing circles (and I have also adopted this concept as a Certified Duct Tape Marketing Consultant), you will often hear marketing folks talk of this phrase:

KNOW . . . LIKE . . . TRUST

But in schools, admission folks tend to think like this:


Again, going back to the very unusual title to this article, would you marry your school after the first date?

When I talk with schools about this KNOW-LIKE-TRUST, I liken it to the typical “dating” relationship. When I dated my wife, we got to KNOW each other. We subsequently spent a considerable amount of time together the next 18 months really LIKING each other (but not yet talking long-term commitment). But as we learned to TRUST one another, it became obvious. We then sealed that trust in a covenant of marriage (we celebrate 22 years this December).

Another way I have described this relationship nurturing effort is to use the alliteration of the letter “A” (I did this in a previous article with the alliteration of the letter “P”).




Perhaps this helps give you talking points with your marketing team.

Ask yourself, “how are we helping potential prospective parents become AWARE of us?”

Then ask, “if they are AWARE we exist, how are we building AFFINITY?”

Then, “what evidence can we show them that will offer them assurance┬áthat we are truly the best solution for the education of their children?” This will lead to AGREEMENT.

Here’s another article on this topic, “Why I Love My School”.

This is what I talk about with clients from Maryland to Mississippi, Atlanta to Alabama, Tennesse to right here in Texas – I would love to help you, too!


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