In the ever-evolving landscape of education, every school aspires to be the first choice for parents seeking admission for their children. However, the competition among schools has intensified over the years, and the criteria that once determined a school’s appeal have significantly changed. In this blog, we’ll explore the essential strategies for school owners in India to effectively brand their institutions in this new era of education.
The Changing Face of School Selection
A decade ago, when parents chose a school for their children, infrastructure was a primary consideration. There were only a few schools that offered a progressive curriculum and cutting-edge facilities. However, times have changed. Most schools have upgraded their infrastructure, making it clear that infrastructure alone is no longer the deciding factor. As a school owner, it’s crucial to understand what distinguishes your institution in this transformed landscape.
Similarly, the curriculum has also evolved, particularly with the introduction of the National Curriculum Framework (NCF) in 2023. As more schools adopt progressive curricula, it becomes evident that curriculum alone won’t set your school apart from the competition.
New Influencers in Parental Decision-Making
So, what factors now influence parents’ decisions when selecting a school for their children? Here are some crucial aspects that can make a difference:
1. Team: A competent and confident team can work wonders. It’s not just about having top-notch facilities; it’s about the quality of your staff, and how they utilise these facilities to deliver results.
2. Processes: Even with an average team, having robust processes can lead to better outcomes. Efficient and streamlined processes can make a significant difference in the overall school experience.
3. Technology: Implementing technology-centered processes can enhance scalability and consistency, ensuring that your school remains relevant and competitive.
However, these factors are often intangible, making it challenging for parents to differentiate between schools. Therefore, as a school owner, it’s imperative to understand how to effectively communicate and demonstrate these qualities.
Key Decision-Making Factors for Parents
So, how do parents decide which school is best for their children in this new educational era?
1. Academic Achievements: Academic records, including board results and performance in competitive exams, still hold a significant sway over parents’ decisions.
2. Extracurricular Activities: In the modern educational landscape, parents increasingly value a school’s achievements in extracurricular activities as they contribute to their child’s overall development.
3. Soft Skills: Parents, especially in tier 2 and 3 cities, regard soft skills, with a particular focus on spoken English, as a major selling point for a school.
Most schools claim to offer all of the above, but not all follow an outcome-based approach. Therefore, it’s not just about delivering results; it’s about effectively marketing these outcomes.
The Role of Marketing and Branding
Marketing and packaging play an instrumental role in the education sector, much like in any other industry. School marketing shares similarities with hospital marketing. Despite various advertising efforts, word of mouth publicity remains the most effective technique for obtaining results. The pivotal question is whether you can influence and control this.
The answer is “yes.” You can influence word of mouth publicity through a well-structured process. Here’s an organic marketing process tailored for schools:
1. Define Your Target Group: Identify your niche and aim to excel in that category.
2. Leverage Social Media: Make the most of social media, your school website, and blogs to reach out effectively to parents and prospects.
3. Dedicated Social Media Manager: Ensure that communication with parents and prospects is consistently effective.
4. Focus on Outcomes: Emphasis tangible results while highlighting the journey that leads to these outcomes.
5. Provide Exceptional Opportunities: Offer extraordinary experiences and opportunities to your students.
6. Online Campaigns: Engage in well-planned online campaigns to create a buzz about your school.
7. Create Outstanding Content: Develop remarkable content that involves your students and showcases your school’s unique selling points. Encourage your students and parents to promote this content organically.
In today’s digital era, every school must allocate a portion of its budget to digital marketing and establish an organic marketing process. Even parents from tier 2 or 3 cities, who are well-educated and willing to invest in their child’s education, are likely to search for “best schools in the city” online. If your school doesn’t appear at the top of these search results, you may as well not exist in their eyes.
Seek Professional Guidance
To set up this process and establish a word-of-mouth ecosystem for your school, you might consider seeking professional assistance. A specialised team, like WAO Podium, can provide invaluable support in crafting your school’s unique brand story and implementing these strategies effectively.
Building Trust and Staying Relevant
In conclusion, branding your school effectively in this changing educational landscape is a multi-faceted endeavour that involves understanding the evolving priorities of parents and using strategic marketing to highlight your school’s strengths. By following the organic marketing process and staying attuned to the changing educational landscape, you can position your school as the top choice for discerning parents.
To further enhance your school’s brand, focus on building trust through transparency and accountability. Emphasis the unique aspects of your school that truly set it apart, such as innovative teaching methodologies, inclusive programs, and community involvement. Continuously adapt to changing times and remain at the forefront of educational advancements.
In this dynamic educational environment, your school’s brand isn’t just a logo or a catchy slogan; it’s a reflection of the experiences, outcomes, and values that your institution offers. By consistently delivering on your promises and effectively communicating your school’s unique selling points, you can ensure that your institution remains at the forefront of parents’ minds as the top choice for their children’s education.
Staying Ahead in a Competitive Landscape
With schools becoming more competitive and parents becoming more discerning, it’s crucial for school owners to adapt, innovate, and invest in their school’s brand. A strategic approach to branding and marketing is an investment in your institution’s future. As the education landscape continues to evolve, those schools that can effectively convey their unique strengths and deliver on their promises will undoubtedly stand out and thrive in this dynamic environment.
In a world where the best schools are no longer defined by infrastructure or curriculum alone, school branding and marketing have become key differentiator. These efforts, combined with a commitment to excellence in education, will position your school as the top choice for parents seeking the best education for their children.
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