Part of the weakness of many independent schools is their inability to fully commit to what they believe in or their particular educational approach. These schools may feel they have to be everything to everyone, so they choose to play it safe and use “the one shoe fits many” approach. But this way of doing things does not bode well with the full-pay family who expects more intention for the high cost of the tuition. When an independent school tries to be all things to all students, it changes into a school with a commonplace educational approach, seeming to be more similar to a public school. Why would a school be worth the cost of a full tuition when the free public schools also can get their child into the best colleges with this similar educational approach?
Author, Simon Sinek, does a good Ted Talk on this subject. He states that” it’s not how you do what you do” that creates followers; it is “why you do what you do.” Your belief in your approach, your greatest distinguishing factor, is what will set you apart from other schools competing for your target group. Why do you, the employees of the school, educate students the way you do and why do you believe that this type education approach is the best choice for a child? Do you know these answers?
A few examples from the business world will help me demonstrate my point. Volvo believes that safety is paramount to the qualities of an automobile. They believe that the most precious cargo is inside their vehicles – your children, relatives, friends and yourself. Volvo focuses on safety in every design they make, consistently improving the safety of their automobiles for over a ½ century. They believe in the safety of their product. Volvo’s followers believe in this too and believe in Volvo’s ability to ensure it.
Disney believes that a family’s experience at their theme parks should be fun. From the moment a family enters Disney’s parking lot, walks from one venue to another, waits in line, and participates in the actual activities, all aspects of their experience are laced with fun. Disney plans everything with the belief that the experience should be fun for the consumer. Their followers believe in Disney’s belief and believe in Disney’s ability to ensure it.
What does your school believe in? Is it apparent to your constituencies? Is it worth following? Is it valuable enough for someone to pay your full tuition? People support and follow the things and people they believe in. It could be Gandhi’s, UNICEF, Save the Whales, the Humane Society, or even a cult. People will support what they believe in, good or bad, and pay the price.
Once you find believers in your school, not only will they be willing to pay your tuition, but also they will be willing to give beyond that amount. When you find people who are euphoric about your education, your followers, they will exalt your school’s name to others.
Why do you do what you do? Is it different than other schools? Ensure families that they will get that approach every time. Demonstrate that it is worth the cost.
During the Five Pillars workshop, you will begin to codify what is your belief or educational approach and position this thinking in your marketing effort to matriculate more full-pay families.