Marketing Lessons from the Niche Parent Survey

Angela Brown

Angela Brown

Angela is the Manager, B2B Brand Strategy at Niche, where she supports content and partner engagement strategy in Niche's work with K-12 and higher education institutions.

Before joining Niche, she was the director of marketing and communications at Flint Hill School, a PK-12, co-ed day school outside of Washington, DC.

In addition to developing research and content for Enrollment Insights, Angela is a frequent conference presenter, guest author, and podcast guest.

Angela Quoted

“We want to make sure that we're equipping people with information that can help them make smart decisions and also insights that can help us to serve our users more effectively.”

“I think there's a lot of guessing that happens [in school marketing]. You think that something might work. Or you have a hunch. Or you may have heard or you may have read. And I always come back to the data, because it's concrete, and it's really difficult to debate.”

“[You have] the well-meaning parent volunteer, or the trustee who thinks that you should be doing X… or who has a very prominent corporate position, right? And so they think they know everything that they need to know about marketing, including marketing and schools. And it really is different.”

“There is a common misperception that if a family is looking at your independent school, they must only be looking at independent schools.”

“One of the recurring themes that we saw in the survey is just how massive a role other parents play in this process.”

“You have to think, ‘How can I design an event that will resonate with someone who's already been talking to an admission officer for several weeks and someone who hasn't spoken to anyone in my community yet? How can I appeal to both types of parents?’”

What You’ll Learn

• Goals of the survey

• Need for the survey

• Survey responses that were surprising

• What standing by yourself with bagel and a cup of coffee has to do with marketing

• What a broken glass, wayfaring,

• What 67% of respondents said that influences their decisions

• Why admissions and retention are linked

• How to use the survey to improve your school’s marketing

Resources

Niche Parent Survey

Webinar About the Survey with Angela

Berwick Academy Flexible Tuition Video

InspirED’s Earlier Podcast with Angela

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