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school marketing news

How to communicate your school’s point of difference – now!

Posted by Brock Ashton on Sat, Dec 19, 2015

Marketing messageLike most schools, your marketing message is probably formulated around what you offer … academic results, future leaders, sporting success; you may even go a step further and tell people how your school does this; highlighting modern facilities, great programs, well-resourced teaching staff, and a rigorous curriculum. You probably think this is your point of difference.

But when we look at other schools, their messages are similar, because showcasing your offering is the obvious and easy thing to do. So how do you truly differentiate your message from that of other schools?

Simon Sinek, in an insightful TED talk (click here to view it), introduces us to the concept of ‘starting with why’. Tell prospective parents why your school operates the way it does, before telling them how you do this, and then list the outcomes.

A typical school marketing message may look like this:

“We provide a world class education, using modern facilities and leading pedagogies, to help students achieve their potential.”

It’s bland, uninspired and very similar to the other messages parents will see when looking for a new school. It’s difficult to expect a positive behavioural response from this message.

Why not try something like this:

“For the past two decades we have been at the forefront of education. We believe that students achieve great things when inspired to learn. Our facilities, teaching staff, and breadth of programs combine to raise confident, accomplished students who have a passion for learning.”

Leading your message with why your school exists rather than simply what you offer, gives prospective parents greater insight into how your school is different.

Understanding the why of your school is not always easy. You may need to research your school’s history or its educational philosophy. Or perhaps you already know the why but just need a creative way of communicating it. That’s where we can help. Click here to register for a free consultation.

Here are some resources you may find useful:

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  • More blogs on messaging which might be of interest to you

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This blog was written by Brock Ashton

When he isn't writing blogs or providing marketing communications support to clients, Brock spends his time reading fiction novels or chasing oval shaped footballs around a paddock. You may occasionally find him in your local Japanese restaurant, fuelling his passion for unique cuisine and culture.


Topics: Education, imageseven, Communication, School culture, Marcom, School marketing strategy, Messaging, School marketing, School