When we ask private schools to describe themselves, this is the usual response.
While this statement is true for most private schools, it’s what distinguishes them from (some) public schools, not from other private schools.
A private school’s distinguishing characteristics lie much deeper. They reflect the school’s strongly held beliefs and hopes, ideology and personality, traditions and hallmarks. They are what you see and feel when you visit the campus and talk to members of the community. They are what prospective students and families experience when they say, “This feels right to us. We belong here.”
When you can capture what that is, put it into compelling words, make it memorable and sustain it over time, you have a strong brand. And a strong brand will boost enrollment, fundraising, new hires, alumni/ae loyalty, community relations, and so much more. That’s why you’re marketing the school, right?
Then start with the words.
For more brilliant ideas and brain food to make your job easier, sign up for our newsletter.
Master Electrician, InspirED School Marketers
Master Electrician isn’t just a fun title for me. It’s how I feel about sparking school marketers to do their best work, connecting them to one another, and helping to make their jobs easier. In 1991, I founded Turnaround Marketing Communications, a branding and marketing firm that serves independent schools exclusively. After working with close to 100 schools, I realized that school marketers needed a marketing and communications community to call their own — a place where they can find brilliant ideas and brain food to take their school marketing to the next level and feel supported in their jobs. InspirED School Marketers was born in 2014 to fill that void and with the help of my fabulous Best Boy, Rob, we are on a quest to make InspirED a resource you can't live without.
with Scott Looney and Terry Dubow
The Mastery Transcript Consortium
with Patrick F. Bassett
Former President of NAIS
with Maria LaTour Kadison
President and CEO, EdwardsCo.
with Philippa Fabbri
Founder and Director, Elsen Academy
with Jill Goodman,
Founder, Jill Goodman Consulting
with Heather Hoerle
Executive Director and CEO, Enrollment Management Association
with Americus Reed
Whitney M. Young Jr. Professor of Marketing, Wharton School
with Brendan Schneider
Founder and President, SchneiderB; Director of Advancement, Sewickley Academy
with Greg Bamford
Head of School, Consultant, Speaker
with Megan Cartier
Managing Director, North American Boarding Initiative and Market Growth for TABS (The Association of Boarding Schools)
with Risa Engle
Director of Marketing, Stuart Country Day School
with Peter Gow
Executive Director, Independent Curriculum Group
with Brad Rogers
Headmaster, The Gow School
with Jennie Winton
with Ed Glassman
Executive Director, Springside Chestnut Hill Academy's Sands Center for Entrepreneurial Leadership
with Andrew T. Weller, Ed.D.
Director of Admissions, Avenues: The World School
with Autumn Graves
Head of School, Girls Preparatory School