Embracing the Brand Value Mindset

The digi-sphere is buzzing: the articles circulating socials on school marketing and the need for a shake-up is ramping up… and we are getting excited because.. It’s coming! The change. The New Movement in School Storytelling and need for experiential marketing.

In the evolving landscape of school marketing, a significant shift in ethos is taking place—one that prioritizes brand value over traditional, overt tactics. As the education sector becomes increasingly competitive, schools must rethink their approach to marketing by focusing on the long-term value of their brand rather than relying solely on short-term promotional strategies.

This shift isn’t just a passing trend—it’s a game-changer for how schools showcase their value. Imagine saying, “Waitlists in All Grades—Here’s Why,” or “Saved 1,000 Turtles This Year, One Bottle at a Time.” Bold, transparent, and a bit cheeky, right? It’s about cutting through the noise with messaging that truly hits home and resonates with people and their values.

This approach not only grabs attention but builds trust. And trust? That’s the secret (we have a few of these) for long-term relationships with families. Time to embrace the confidence and tell it like it is!

But will this honest, unapologetic approach to marketing resonate in the education sector? The answer lies in the growing demand for authenticity. Parents and students are no longer swayed by generic selling points; they seek genuine experiences that align with their values and aspirations. Schools need to embrace this shift by telling real stories—stories of impact, community, and shared values.

Traditional marketing methods, which often rely on highlighting unique selling points (USPs), are no longer sufficient. Schools must go beyond surface-level features and create experiences that genuinely resonate with families. This is where the brand value mindset comes into play. It’s about building a narrative that is not only compelling but also authentic—

Traditional marketing is no longer about shouting out unique selling points. Schools need to dive deeper, creating experiences that truly hit home with families. Jamie King’s Ad Week article, Does your Brand Have an Intellectual Alibi?, got us thinking! Parents may appear to make logical decisions about schools, but what if they’re just finding “intellectual alibis” to justify emotional choices—like picking the only French school in town or the one where all their kids’ friends are headed?

TEAM ACTIVITY

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TEAM ACTIVITY 〰️

King goes into the 5 P’: Provenance, Product, Process, People and Proprietary Attributes.

Take a moment with your teams and go through each of these. Figure out what your intellectual alibi may be… how can you work this into your parent decision making based on brand choice (school choice). 

TEAM ACTIVITY

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TEAM ACTIVITY 〰️

In this new era of school marketing, creative strategies must evolve to draw in deeper engagement. Schools should prioritize experiences that connect with their communities in meaningful ways, moving away from scripted messages and focusing on what makes their stories unique. Focus on your PR strategies and what you can offer to communities. This could mean hosting events that bring the school’s values to life, or tapping into unforgettable moments which tap into emotions. This brand value mindset is a game-changer in education, shifting the focus from mere promotion to cultivating an emotional connection with students, parents, and the wider community.

Data-driven insights still play a crucial role in this shift, but they should be used to support and enhance these authentic experiences, not dictate them. Schools must stay informed about trends both within and outside the education sector, drawing inspiration from successful campaigns across various industries. By doing so, they can ensure their marketing efforts are not only current but also impactful.

The move towards a brand value mindset in school marketing is more than just a strategic adjustment; it's a necessary evolution. Schools that embrace this shift will not only stand out in a crowded market but will also build lasting loyalty and trust with their communities. In the end, it’s about more than just attracting new students—it’s about creating a legacy of impact that resonates for generations to come.

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Experiential Marketing: The New Wave

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