This is the third post in a four-part series looking at the importance of internal communications in effective school marketing. Post 1 talked about how to direct your school marketing "choir’" while Post 2 discussed the need to have clear content themes central to your Admissions, Communications, Academic, and Development Office language. This post looks at how a consistent conversation around the impact of your school’s education will change the way you market your school.
Understanding your core content themes (or brand messages) as a school is a great first step in formalizing the language you are using institution-wide. The next logical step is to formalize how you talk about the impact of those themes on your students, alumni, parents and other stakeholders.
At Proctor Academy, having conversations around the impact of our educational model has always been central to our conversations with our stakeholders. However, our efforts over the past two years have been to formalize the language we are using to describe the impact learning at Proctor has for students. A group of faculty and administrators worked together to shape the “Profile of a Proctor Graduate,” and this statement has been foundational to how we talk about the impact of a Proctor education.
From this profile, we have developed impact "buckets" to help shape our internal and external messaging as a school. These buckets are centered on specific attributes we know we want our graduates to possess: resiliency, ethical awareness, creativity, collaborative ability, etc. For us, our value-added as a school comes from our ability to provide a unique educational model and to measure our impact on our graduates’ lives. Developing the Profile of a Proctor Graduate has allowed us to take our end goals and work backward to create content that reinforces the "why" behind our model.
The value added at your school is most likely different than ours, but that does not mean you shouldn’t take time to make sure everyone is on the same page with regard to your content themes and your impact buckets. Identify what you do best and then use consistent language across departments to articulate why you do it.
Marketing gets easy from there!
NEXT: Part 4: Spec Sheets
If you like this post, you'll love our newsletter, the Daily Jolt. Sign up here.
Director of Communications and Marketing, Proctor Academy
Scott began working in the independent school world right out of college and has been teaching, coaching, and advising at Proctor Academy since 2006. Currently, Scott teaches Entrepreneurship, coaches varsity boys' basketball, advises, and serves as Director of Communications and Marketing. He and his wife, Lindsey (who is the school photographer), and their three small children enjoy all aspects of working and living at an independent school!