When prospective families consider your school, they want to make sure the programs and services you offer meet their needs and standards. But they also want more.
Parents want a sense of validation that your school’s mission meets their desires for their children, and will help mold them into capable citizens of the world. They want to feel confident in the quality, benefits, and value your school offers.
Although brochures and flyers are integral marketing pieces, they won’t give parents the sense of validation that your school is the right fit for their children. Parents often seek the four following elements to validate your school’s offerings.
Word-of-mouth from insiders. Parents want to hear from similar families about the experiences they have had with your school. In fact, word-of-mouth is often one of the best sources of validation for prospective parents. Positive statements made by people familiar with your school, such as current parents, recent past parents, and even active alumni, are seen as trustworthy. Comments from Board members, administrators, faculty, and staff often don’t carry the same weight, as they can be considered biased.
Students sharing their stories. Beyond what parents have to say, prospective families also want to ensure students enjoy their experiences at your school. Feature student stories on your website and blog, in your newsletter, and during in-person prospective parent events; use written, photographic, and video formats. Give students the opportunity to talk about what they love about your school, the projects that energize them, and the activities they’re most excited about.
Statistics and external validation. Presented numerically or as a graph, this information supports the advantages you claim for your school. These statistics can include program components, graduate success, faculty qualifications, and more. Also make sure to highlight any awards won, recognitions granted, and other factors separating your school from others in your area. This information should be included on your website and in your printed materials.
Their own personal experiences. Parents don’t want to just hear about your school—they want to see it in action. Today’s families are far less moved by static, large group sessions featuring a parade of speakers followed by a tour of the campus and facilities. The marketplace today is ripe for innovation and craves new and highly compelling open house experiences. Make sure to give prospective parents the opportunity to see your school for themselves, experience how it nurtures its students, and picture their child there in the way that makes sense for them.
Consider how you can put these validation strategies to work as you demonstrate your school’s strengths in the areas that are most important to parents.
