Senior parents at graduation are filled with emotion about their child and your school. Tap into that marketing resource by documenting their voices.
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When the brand report is new, there's a laser-like focus on strategy. A year or so later, you may be been too busy putting out fires to think strategically. Do yourself a favor. Go back and re-read the brand report. It will be an eye-opener.
Why does a family seek out an independent school in general and yours in particular? They are motivated. What motivates them is that they have at least one “pain point” — a need, want, or problem — that your school addresses. Start your marketing with that pain point.
Your school has just gone through a brand development process, possibly working with an outside firm or creating it in-house. Your committee celebrates when you finally approve the final language that describes your school, the incredible value it brings to your families, what makes it unique and how it changes lives. Now it’s time to start using that new brand language...
All too often, schools do the work of branding without providing the people and processes to ensure its success. Here’s what you need to lay a solid foundation.
Rob and I were lucky to be chosen by Brendan Schneider, the school social media guru who is famous for his blog on SchneiderB, to be interviewed about branding for school on his (now famous) podcast. Get to know us by listening in.
"We have small classes, dedicated faculty, we educate the whole child and create a lifelong love of learning, and we have a community that's like family." Is this how you describe your school? Don't.
A style guide is difficult to create because it requires foresight, decision-making, and commitment, but it’s worth its weight in gold once completed. It tells your internal and external communities that you have hard-and-fast rules about your graphic identity and editorial conventions, and that there are few exceptions.
The hot, viral marketing stories that come to the forefront of our minds are wildly successful, but rare. Brand development takes time…a long time. Be prepared to be in it for the long haul to garner spectacular success.
Independent schools spend a great deal of time and money on brand development, but some lose momentum after the first year. What happened? We think we know.
We have an idea. Create a “slogan” for the enrollment year and plaster it on everything you do for admissions. Make it exciting, interesting, and memorable. Have it lead the charge and carry your other brand messages along with it. “But we have a tagline. Isn’t that the same thing?” No.
Answering one big fat question is the key to driving inquiries. It's simple, or at least the words are. The answer is more elusive for most schools, but shouldn't be. "Why is your school worth it?
Most independent schools are still producing their magazine as if it were 1990. Rethink the purpose and content of yours engross readers and bring it into this century.