Tackling Risk-Aversion in Schools
How to Make a Case for Your Big Ideas
As the school semester wraps up and we approach a new calendar year, there’s an undeniable buzz of anticipation—new initiatives, fresh strategies, and exciting plans are on the horizon. But for a lot of MarComms Directors out there in Schools, the enthusiasm can be dampened by a familiar challenge: getting leadership on board with ideas that involve stepping outside the comfort zone. Risk-aversion is a common hurdle in schools, where tradition and caution often take precedence over bold innovation.
In a recent conversation with Nik Higgins from The Madness Podcast, he got us to take a moment to look at how we tackle risk-aversion and asked us how we encourage and support our clients to pose new ideas to their bosses. The key takeaway? It’s about making the leap less daunting and the case more compelling.
Here’s how you can make a strong case for your bold, new ideas—without the guarantee of success but with a promise of thoughtful planning and potential impact.
Step 1: Define Your Objectives
Linking to Brand Value & Experience
Start by grounding your idea in the school’s core values and brand identity. Leadership teams are more likely to listen when they see a direct alignment between your proposal and the school’s mission.
Ask yourself:
Does this idea enhance the school’s reputation?
How does it connect to the student, parent, or staff experience?
What are the broader institutional goals this idea supports?
For example, if your idea involves creating experiential marketing campaigns for prospective students, frame it as a way to enhance the school’s visibility and provide a memorable experience for families aligned with the school’s ethos.
By clearly articulating these connections, you’re not just pitching an idea—you’re presenting a strategic move that reinforces the school’s vision.
Step 2: Do the Research
Nothing disarms skepticism like well-researched data. Risk-averse leadership often looks for assurance, and while you may not have definitive proof of success, you can provide evidence-based projections.
Here’s what to research:
Case Studies: Look for examples of other schools or organizations implementing similar initiatives successfully. Show how it worked elsewhere and adapt those lessons to your school’s context… and as you know, Dux Studio also likes to draw on inspiration from big brands outside of education. If it works for them, why can’t it work for us?
Audience Insights: Use surveys or anecdotal feedback to highlight demand or interest from the community. For instance, if your idea targets alumni engagement, present data showing alumni interest in re-engaging with the school.
Market Trends: Highlight emerging trends in education marketing, branding, or student experience that make your idea timely and relevant.
When you present leadership with a solid foundation of research, you shift the conversation from "Why should we do this?" to "Why wouldn’t we?"
Step 3: Develop Your Idea and Pitch
with Facts and Possible Impact
Once you’ve defined your objectives and done your homework, it’s time to craft a winning pitch. Think of this as storytelling backed by strategy.
Here’s how to structure it:
Start with the 'Why': Begin by explaining the problem your idea solves or the opportunity it seizes. Use data and real-world examples to paint a clear picture of the potential benefits.
Outline the 'What': Share your idea concisely, focusing on how it works, who it impacts, and what it involves.
Present the 'How': Demonstrate how your plan ties into existing strategies and show the steps you’ll take to mitigate risks. Acknowledge the uncertainties but frame them as manageable with the right support.
End with the Impact: Close by emphasizing the potential return on investment—whether that’s increased enrollment, stronger community engagement, or heightened brand visibility. Use projections to give leadership a sense of scale.
An example: For instance, by introducing this digital storytelling campaign, we position the school as a progressive, forward-thinking institution that resonates with what today’s families prioritize—authentic and relatable experiences. This campaign also taps into the powerful trend of nostalgia, which connects deeply with brand experience and evokes the cherished memories many alumni hold dear. The hashtag #nostalgia alone has amassed over 50 billion views on TikTok, highlighting its widespread appeal. We anticipate this initiative could drive a 15% increase in application inquiries within six months.
A Spark of Outside Inspiration
It wouldn’t be Dux Studio if we didn’t draw inspiration from brands outside of education. Some of the best ideas come from looking at how leading companies in retail, technology, or entertainment captivate their audiences and build memorable experiences. From Nike’s ability to evoke emotion in storytelling to Apple’s focus on simplicity and user experience, these brands consistently break barriers and redefine expectations. Translating such strategies into the education sector can be transformative—whether it’s creating buzz-worthy campaigns or redefining how schools engage with their communities. By demonstrating how other industries thrive through calculated risks, you can inspire your leadership team to embrace innovation.
A Framework for Success
Remember, you’re not starting from scratch. You have a marketing plan, strategic goals, and an understanding of the school’s priorities. Use this foundation to build your case. Position your idea as a natural extension of the work already being done, and make it clear that it’s not a shot in the dark—it’s a calculated step forward.
Risk-aversion doesn’t mean leadership is unwilling to innovate. Often, it reflects a desire for certainty and alignment. By thoughtfully defining objectives, doing your research, and presenting your idea with clarity and conviction, you can help your school leaders embrace the excitement of trying something new.
So, as you head into the new year with fresh ideas, don’t shy away from the challenge. Advocate for innovation, stand out from the crowd, and remember: bold ideas are often the ones that create lasting impact.