I have spoken with Christian schools across the country and have seen tuition rates range from $3500 to over $20,000 per year. But you know what is interesting about that range? Each school tells me there are families that struggle to make that payment and some prospective families who claim that the tuition is out of their price range (yes, even in the $3500/year category). Depending on the size of the town and the socio-economics of the region, some parents write the check with ease while others work extra hard to make that happen.
So what do tuition payments have to do with marketing your school? Here are 5 considerations:
(more…)
Sorry to burst your bubble . . . but . . .
You are not the best private school in your city.
You do not have the best teachers.
You do not have the most amazing students.
You do not have the world’s most challenging curriculum, the best teachers, nor do you have the prettiest campus in town.
Why?
These are subjective claims most likely also made by your competitors. I once did an exercise with a Christian school client where I extracted all of the copy off their website and their competitors’ home and about pages. Then I removed all the graphics and even replaced each school name with a made-up school name. I then asked them to read through both and pick which one was actually their school. It was shocking to them how long it took for them to decide (and one Head of School even got it wrong!)
Now, if you do get voted “Best Private School” by a local newspaper, you are allowed make this claim with a badge and banner on your website. However, do not put your entire strategy behind this gimmick because you and I both know that the voting next year could go to another school.
Boast about the things that make you unique, different and the things that stand out to a prospective family:
- the dollar amount number of merit-based scholarships received by your graduating seniors
- the number of years your school has been in existence
- the longevity of certain faculty members or your administration
- the specific and recent athletic successes
- the extracurricular offerings you have (which might set you apart if you are the only school in town with MS volleyball)
- the distinct values or worldview by which your school operates and how this is realized on a day-to-day basis
- the fact that your school has all grades on one campus (if it can boast of that)
The above items are just a few examples of what you can state about your school that will be unique, different, or exclusively part of your value proposition.
However, you know what is even more important than bullet points and stats?
Stories.
Your stories are your #1 guarantee against subjective copycat marketing.
- STUDENTS: Your student success stories tell of accomplishment, achievement and academic or attitudinal transformation that no other school can promote. Their personal journeys are unique to what your school provided them. The power is in their testimonial.
- ALUMNI: Your alumni success stories lay out a consistent future path for prospective parents worried about which college preparatory option can truly produce results.
- PARENTS: The positive experiences of parents who have invested heavily in your school speak volumes to other parents contemplating what educational option offers the best ROI. Positive 5-star online reviews on Google, Facebook and GreatSchools.org are essential in your marketing strategy.
- INSTITUTIONAL: Whether academic, artistic and athletic, your school’s success stories are more than trophies in a glassed-in case in your hallway. They give prospective families an optimistic outlook about their son or daughter experiencing success on stage, on the court, or on the field.
When you listen to the radio, do you ever hear car dealerships claiming things like “we offer the best customer service in town” or “the friendliest staff”? Now ask yourself: do you really believe them?
No, me neither.
When schools make subjective and generic claims that could easily be mirrored by the competing school down the street or across town, they are not offering prospective parents the best story they can give. Rather, give these future moms and dads very specific and unique stories that make your school stand out. Let your school become the new standard in their search for the best school for their child.
Let us help you install a customized marketing system for your school that will help you clarify your unique story.
Randy Vaughn, Christian School Marketing Consutant
When prospective moms and dads leave a preview event or an Open House, there are things they rarely remember:
- “Honey, wasn’t that an amazing Powerpoint that the Head of School gave!” Nope, no one says that.
- “Wow, this tri-fold brochure really does capture what is great about this school.” Doubtful.
- “I felt so inspired by walking from booth to booth learning about the tuition schedule and curriculum.” Rare.
So what makes an Open House memorable?
Students.
Yes, you should showcase successes of your athletic programs. Sure, make sure parents have a clear indication of all of your extracurricular activities and offerings. But the real winner for inspiring potential parents is to see, talk with, and hear about your student success stories.
Here are 5 easy ways to showcase your amazing students at your next Open House:
- FIRST-RESPONDERS: weather-permitting, have students in the parking lot to direct cars, hold the car door open for your guests and to direct newcomers to the right door to enter your building. Most parents have a little nervousness at an admission event, so a friendly student voice or action can be a pleasant surprise right from the beginning!
- TOUR GUIDES: if at all possible, have student leaders act as the primary tour guide for families. Not as a tag-along but the leader of the prospective parent’s experience. Have a staff person accompany to answer certain questions but more importantly to listen to the frequently asked questions and for any unique way to follow up later. As a staff person giving the tour, if you are so busy talking, you likely cannot listen well. But if your students are leading the way, you can focus on hearing the questions and concerns of prospective parents. Not only can you use this information in a personalized follow-up, you can also discover great material for your next blog post or FAQ page on your website.
- REALITY STARS: while a staff person can often be perceived as putting on a great presentation, parents may also trust a student’s testimonial much more because they “tell it like it really is.” Give plenty of opportunities on stage, in videos or in a written story where you let the real stars of your school shine.
- VIDEO PRODUCERS: just like #3, empowering students to produce creative presentations and videos about their positive school experience is much preferred to “slick” or “polished” professional videos. Not that the latter videos are useless, but often the student-generated video work is what is shared the most on social media because it tells about your school from the inside out. Run a contest and invite students to produce their best!
- PEN PALS: while some students today would prefer to text or tweet, part of your extensive follow-up work with prospective families is to communicate via pen and paper. While an email may go out from the Admissions office and a typed letter may be mailed from the Head of School, the handwritten thank you notes are what get the most attention. In our digital world, people who take the time to handwrite a note stick out. But you should not only do one, but put together a string of consistent notes from board members, current moms and dads, and yes, even students.
Click the image below more ideas on how to make your Open House more effective!
Your faculty and staff represent the face of your school. They are the frontline customer service professionals.
As well, they are the people your alumni speak about when they tell about their life-changing upbringing at your school. Parents may be impressed with brand new facilities and glossy admission materials, but the stories of your teachers, office staff, administrators and extracurricular leaders are what they really want to know.
- When a young mother first glances at your website, what will she learn about the people whom she will soon trust to care for her “baby girl”?
- The middle school Dad may ask questions at a preview event about the winning or losing records of the coach for the boys’ basketball team.
- Upper school students may even try and find a Twitter handle or Instagram account for the band director or football coach so they can “investigate” what kind of people they really are.
- Passionate parents are often eager to know a teacher’s pedagogical principles.
So how can you satisfy these inquiring minds with the information and inspiration that will turn their heads toward enrolling in your school? In my guest post on edsocialmedia.com, I offer 5 things you should feature on your school’s website faculty pages, in your admission materials and on the wall near every staff member’s door.
READ FULL ARTICLE: “5 Ways Families Connect with Your Faculty & Staff”
This summer, when schedules are a little lighter, don’t neglect your marketing. Focus these next summer months on your enrollment marketing’s ABCs:
- A – Audience
- B – Brand
- C – Content
Our 45-minute on-demand presentation is FREE to watch – register to get the private link to the presentation!
I have spoken with Christian schools across the country and have seen tuition rates range from $3500 to over $20,000 per year. But you know what is interesting about that range? Each school tells me there are families that struggle to make that payment and some prospective families who claim that the tuition is out of their price range (yes, even in the $3500/year category). Depending on the size of the town and the socio-economics of the region, some parents write the check with ease while others work extra hard to make that happen.
So what do tuition payments have to do with marketing your school? Here are 5 considerations:
(more…)
