Why The Way You Describe Your Private School Immediately Kills Its Uniqueness
/When we ask private schools to describe themselves, this is the usual response.
“We have small classes, dedicated faculty, educate the whole child, create a lifelong love of learning, and have a community that’s like family.”
While this statement is true for most private schools, it’s what distinguishes them from (some) public schools, not from other private schools.
A private school’s distinguishing characteristics lie much deeper. They reflect the school’s strongly held beliefs and hopes, ideology and personality, traditions and hallmarks. They are what you see and feel when you visit the campus and talk to members of the community. They are what prospective students and families experience when they say, “This feels right to us. We belong here.”
When you can capture what that is, put it into compelling words, make it memorable and sustain it over time, you have a strong brand. And a strong brand will boost enrollment, fundraising, new hires, alumni/ae loyalty, community relations, and so much more. That’s why you’re marketing the school, right?
Then start with the words.
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Master Electrician, InspirED School Marketers
Master Electrician isn’t just a fun title for me. It’s how I feel about sparking school marketers to do their best work, connecting them to one another, and helping to make their jobs easier. After working with close to 100 schools in the firm I founded — Turnaround Marketing Communications — I realized that school marketers needed a place where they could find brilliant ideas and brain food and feel supported. InspirED School Marketers was born in 2013 to fill that void, and with the help of my fabulous Best Boy, Rob, we are on a quest to make InspirED a resource you can't live without.
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