When leaders of a school sit down to begin the process of developing a three- to five-year strategic plan, they often concentrate on growth through the lens of admissions and development. They might not think, however, to include marketing and communications efforts as well.
A marketing and communications strategy should play a critical role in those early strategic planning conversations. This will ensure that all initiatives work together to help achieve the goals set for enrollment, development, and building the overall brand of the school.
According to the National Association of Independent Schools (NAIS), “Nearly half of NAIS member schools reported declining enrollment between 2013 and 2018, and overall, schools were less selective in 2017–2018.” Given the enrollment challenges many independent schools are facing now or will be in the future, admission and development offices are starting to think more about the overarching brand of the school and how the school is perceived by multiple constituents. From an admissions point of view, they have to begin to reach beyond their normal areas of recruitment. From a development point of view, they need to concentrate on building the endowment to help the school through any hard times ahead.
A primary driver in achieving these goals is how the school’s message is being conveyed. Is it setting the school apart from their competitors? Is it simple enough so that everyone can say what the school stands for and will do for my child? In other words: how can a school’s marketing engage and change the behavior of their target audiences?
There is a need across all administrators, faculty, and staff to make sure whatever the message, it is authentic, simple, and consistent. As this message is thoughtfully conveyed, it will help achieve the goals set in the strategic plan. So, when a family is visiting a school or is considering giving, they can easily articulate what the school stands for because they have embraced the messaging and branding that was consistently delivered through print, video and conversation.
During my time in admissions at Choate Rosemary Hall and Middlesex School, while interviewing students and talking to parents, I used to say, “Follow your gut. You know deep down if a school is the right fit for you. This decision is as much in your hands as it is in ours.” But families can only do that if they quickly and completely grasp the core message and value proposition of the school.
At Longview Strategies, we are excited about the opportunity to help schools build their strategic marketing plan and tell their story in the most effective and clearest way possible.
Let’s start a conversation, email or give us a call today.
