The National Association of Independent Schools reports that admission officers must identify 910 prospective students to fill 100 spots. In 1990, admission officers averaged 10 contacts with families to secure an enrollment. Today, the number of multiple visits to the campus and follow-up necessary may be as high as 30 contact points. To thrive in this environment you must take steps to differentiate your school from the alternatives and demonstrate value. This effort — the hard work that goes into differentiating your school and demonstrating the value you offer — should be a part of everyone’s job. Although only some people in your organization may actually have the word “marketing” in their titles or job descriptions, stakeholders across the organization play critical roles in conveying a positive, unified message. Make no mistake — marketing is not just about advertisements and press releases. Today, marketing is also about the daily details, such as getting the amount on the tuition bill correct, sending grades to the right contact person and keeping assignments on the Web site updated daily. Each interaction provides an opportunity for your school to reinforce and validate enrollment and donor decisions.
Corey McPherson Nash, a national branding and design firm, helps its clients connect better with their audiences through brand, print, interactive and social media communications.