In two previous issues of I&P, we introduced the spheres of influence, then focused on the Market Position sphere. This article focuses on the sphere dedicated to School Culture. The second sphere of influence, School Culture, reflects your school’s enrollment outcomes and refers to the realm of students and faculty. When the school culture is healthy, the result is enrollment demand in excess of supply and a perception of return on investment for your parent constituency. Strength in the school culture sphere depends on the extent to which faculty are clear about the school’s marketplace stance and mission, are committed to it, and play an active role in ensuring it. You, as the School Head, Admission Director, or Marketing Communications Director know that, while parents are not directly part of the school culture, they do have expectations of it. When their children have consistently positive experiences, they perceive value and feel validated in having made the investment.