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admissions

21 Prospective Parent Pain Points

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21 Prospective Parent Pain Points

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.

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Your First Brand Message is Your School's Name

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Your First Brand Message is Your School's Name

With so much branding, marketing, and social media going on, we rarely look at what gives people their first impression of an independent school’s image: the name itself. While you can’t do anything to change your school’s name, you can and should look at it from your external audience’s point of view.

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Open House Ads That Invite Them In

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Open House Ads That Invite Them In

So you’ve determined you’re buying ad space. What makes a strategically-driven, well-executed open house ad? I’m going to offer recommendations and show a number of ads, but leave the assessments up to you. Do any of them hit the mark? What’s missing in some that are otherwise effective?  

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Slogans Are Temporary, Taglines Semi-Permanent

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Slogans Are Temporary, Taglines Semi-Permanent

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.

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Bridal Showers and Committees. A Marketing Story

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Bridal Showers and Committees. A Marketing Story

I am pleased to say that I’ve worked with a number of truly excellent independent school marketing committees over the years. I’ve also worked with a number of committees that generated marketing efforts, which confirmed, “A Camel is a Horse Designed by Committee.” What's the difference?

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