A new school year brings about fresh faces, fresh curriculum ideas, and hopefully a fresh approach to your school's marketing strategy.
If you're finding that the fancy graphics and impressive statistics you've stacked up in your arsenal aren't bringing in the enrollment results you're hoping for, then it's time to take your marketing to new and more effective level - by using a technique that's old as time itself: storytelling.
Let me aptly begin by telling a story. I often visit schools as an undercover secret shopper. Whether the school is my client or a competitor, I learn the most about the way they operate when I catch them off guard. I visited one particular school as a walk-in and had to wait for quite some time before anyone could attend to me. Amazingly they were not ready for a potential parent to walk in their front door. Eventually the Head of School came by and asked me to his office. He was kind and asked a few questions about my family. He then proceeded to tell me tons of details about the school. He talked about their great curriculum, the excellent programs, the high test scores and their amazing athletics. This went on for around 20 minutes until I suggested that I needed to go. I asked a few questions, thanked the Head of School and left.
Throughout the interview, he seemed nervous and unsure of what to say or how to connect with me as a prospective parent. Sadly, this is a common experience for me as school admissions staff and leadership like to tell lots of facts and data, listen poorly, ask closed ended questions, and don't connect with me acting as a prospect.
Reenrollment (and admissions) season will be upon us before you know it, so with that in mind, now is the time to build a suppy of narratives that will help you connect with families who are considering whether to invest in an education your school. Read on for some fresh ideas to help you approach marketing from a new, effective perspective this year.