Strategically Positioning Your School: Where to Begin
Establishing a clear strategic position is essential in today’s competitive education market. This process involves key discussions with your board, senior leadership team (SLT), and other decision-makers. Early on, a critical question to address is whether your school’s positioning will be unapologetically rooted in your core identity or shaped to meet the expectations of your target market. Aligning on this question sets a strong foundation for the strategic direction that follows.
Here’s a quick checklist of the key areas to address and how they shape your school’s position:
1. Know Your Target Market
Understanding your audience is crucial. Identifying their needs, preferences, and behaviors builds a position that resonates. This should guide every aspect of your strategy, ensuring that your messaging and offerings align with what prospective families seek.
Resource Recommendation: For guidance, The Enrollment Management Association (EMA) offers resources on audience insights and recruitment strategies for independent schools.
2. Competitor Analysis
To stand out, it’s essential to know the competitive landscape. By analyzing what nearby schools are doing well and where they fall short, you can identify gaps and opportunities that your school can fill. Regularly reassessing competitors also keeps you aware of shifts in the market.
3. Leverage Community Insights
Your school community is a wealth of information. Engaging parents, students, teachers, and board members through surveys and feedback sessions can provide insights that refine your strategic position. Understanding the perspectives within your community ensures your school’s strategy reflects and supports their needs.
4. Define Your Unique Value Proposition (UVP)
Crafting a compelling UVP is perhaps the most challenging step. This is where input from your entire community comes in. Your UVP isn’t just about academic programs; it’s the overall experience you offer students—from learning support to extracurriculars to family involvement. A strong UVP speaks to why families should choose your school over others and often reflects your academic strengths, values, and ethos.
5. Stay Informed on Industry Trends (Local and Global)
Keeping up with industry trends and changes is crucial for adapting your positioning strategy to remain relevant. Education trends—such as new teaching methodologies, shifts in demographics, or changes in curriculum demand—can influence your school’s competitive edge. By staying informed on local and global trends, you ensure your school can proactively address changes in the market, whether they’re immediate or on the horizon.
Aligning on Your Positioning
Once these steps are covered, consolidate your insights in a positioning document that outlines your school’s identity, target audience, and competitive edge. With a clear position, your marketing and admissions teams can craft messaging that reinforces your school’s unique value in the market.
By focusing on these areas—including the latest industry trends—you’ll be well-equipped to craft a strategic position that keeps your school relevant and compelling, ready to meet both current and future demands.