If you have viewed dozens of school websites or attended their open houses, there is definitely a standard way of promoting a religious or independent school. Some ways are more effective than others.
A good way: textual bullet points about what makes your school valuable for families, such as, “Do you want small class sizes? Do you want a school that prioritizes faith? Do you want academic excellence?” These tend to be followed by several paragraphs of description or a letter from the Principal.
A better way: punchy data metrics about student-to-faculty ratios, graduation rates, standardized test scores, and the number of clubs and programs offered.
Both are selling points, and sharing them is maybe essential. I also believe they run the risk of becoming rather stereotypical and sterile. They will resonate with some parents, but not with all. Some prospective parents may say they want a school with an average SAT score of 1300+. First and foremost, however, they want the student-child to feel happy and motivated there.
Selling points measure or describe the fruits of your school. But they still do not describe the core essence of what makes your school great. Selling points paint a picture in broad brush strokes - for example, student outcomes - but they fail to capture what the student/family experience of that school is like.
The best way: better than selling your school through selling points alone is finding a way to capture and articulate what your school essentially is, not just what it does.
What is your school? What is the specific difference?
One may define a rabbit as an animal with a fluffy tail, and long ears, that hops “faster than 90% of land animals.” In logic, Aristotle says you know something when you know what genus it belongs too, and it’s specific difference. He also says that the least effective way to define something is by saying what it does.
A smart and healthy school sells itself not just by stating outcomes and “what it does” - e.g. hops fast. Nor do mission statements and lengthy charters effectively convince parents and benefactors to give back to your school.
Sell your school with a punchy nouns, verbs and adjectives that express the core “gift” that your school is to the community.
Your school’s shared root beliefs, core values, and shared attitudes about life can powerfully articulate what makes your school the special and unique place, one that educates children in a specific set of shared beliefs and values.
Comments