Observations from a Brilliance Awards Judge

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Due to unforeseen circumstances (🤧) this last-minute Lisa is working on her Brilliance Awards scoring sheet at the buzzer.

It is truly one of my favorite ways to give back to our industry, and without giving away my category, I want to share a few observations that got my brain buzzing.



⭐ (Some) schools are starting to "get it." Being an independent school doesn't mean you have to be stuffy and after years of judging various categories, I'm pretty jazzed to see bolder design, branded photography and interactive elements that connect digital and print media.

⭐ Now for a caveat. I've made this observation before, but it's the schools outside the U.S. who are primarily carrying the creativity torch. Even if your school's brand leans more traditional, you can still pack a bit more punch with copy, and I'm still seeing a lot of really formal language and $10 (or $20) words out there. U.S. schools - what's holding you back?

⭐ There's an untapped opportunity to put your prospective families in the driver's seat. It's the Storybrand hero-guide dynamic that so many schools miss. For my category this year, the schools that used "you/your" language instead of starting every sentence with "At the _______ School" and "We..." stood out for all the right reasons. It's not about you. It's about them.

⭐ Brevity is your friend. That's it.

⭐ Girls' schools are killing it. They're inherently unique, but there are some schools out there that are truly taking it to the next level by marketing what makes THEIR girls' school different, with really incredible results. If you're at a co-ed school that's looking for inspiration, start there.

Winners will be announced in January, so stay tuned.

I'm as excited as you are 😎

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Angela Brown
Angela Brown

As the Manager, Content Marketing & Brand Strategy at Niche, Angela oversees a cross-functional content marketing team that is responsible for developing Niche's student, school and parent-facing content strategy to drive brand awareness and business goals. Before joining Niche, she was the director of marketing and communications at Flint Hill School, a PK-12, co-ed day school outside of Washington, DC. In addition to developing research and content for Enrollment Insights, Angela is a frequent conference presenter, guest author, and podcast guest.

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Angela Brown

As the Manager, Content Marketing & Brand Strategy at Niche, Angela oversees a cross-functional content marketing team that is responsible for developing Niche's student, school and parent-facing content strategy to drive brand awareness and business goals. Before joining Niche, she was the director of marketing and communications at Flint Hill School, a PK-12, co-ed day school outside of Washington, DC. In addition to developing research and content for Enrollment Insights, Angela is a frequent conference presenter, guest author, and podcast guest.