Why the state-mandated standardized test in the public schools may be your best enrollment marketing tool
In Texas, the STAAR (also referred commonly as the mandated standardized test – although the “test” seems redundant since the first “A” is for “assessment”) is the Spring standardized test administered to students of the Texas public school system (at various grade levels, there are different schedules). I am in Texas so it is the talk of the state about this time every year. Even McDonald’s offers free food to students taking the STAAR!
While the exam is mandated, the mandated standardized test has widespread disapproval by students, parents and even teachers (read what one Christian school teacher says about “teaching to the test”). Yes, there are those who approve and feel the necessity of it. But as a private school, you should target those dissatisfied public school families. These are families who are frustrated that the fun has been taken out of learning, that the anxiety level for their 3rd grader is too high, or convinced that their child is too young to wrestle with text anxiety.
Caveat #1: just because a family is unhappy in their public or homes school environment does not make them your “ideal family” – I do not wish to equate the two. Your ideal family is the type of family that can become a “loyal ambassador” who embodies the values of your school AND repeats and refers with great joy. In marketing, you are hoping to target your ideal family who is frustrated with their current educational choice.
Caveat #2: your school may administer standardized tests, or least be preparing your students for the college preparatory standardized tests such as the SAT or ACT. You do not wish to convey a false sense that “we do not believe in standardized testing” because this could set you up for disillusioned parents later.
Here are 3 key considerations when marketing to your ideal family’s needs, pains, problems, frustrations and fears:
- Provide, Don’t Pounce – yes, it is easy to prey on the frustrations of public school families and wag your private school finger at (more…)