Prioritize 3 “What’s” to Control Your School’s Message
In today’s distracted world, controlling your school’s message is essential—if you don’t, someone else will. To ensure your school’s story stands out, focus on the overlap of three key “what’s” that define your unique value.
When we begin working with schools, we dedicate a full day to understanding them from the inside out, hosting focus groups with faculty, staff, and parents. One question we always ask is, “What do you tell people when they ask, ‘What sets this school apart?'” More often than not, the answers include features such as, “We’re a private, all-girls school with small class sizes.” And depending on who you ask, you will get a different answer like this one.
Listing features like these is a good starting point—a warm-up for deeper conversations. But do you really want your main message to be limited to “private, all-girls, small class sizes”? What are the top three things you want families to remember about you? Talk about that.
Schools Talk Features. Families Care About Value.
While schools often highlight their features, prospective families are more interested in the value those features bring to their child. To truly engage families, lead with the value your school offers, not just the features. For example:
| Feature | Value |
| Private | Freedom to teach how children learn best |
| All-girls | Opportunities for leadership and empowerment |
| Small class sizes | Personalized attention and strong adult relationships |
Amplify Word of Mouth with Clear Messaging
Your current community—students, parents, and staff—are already sharing their experiences. And word of mouth remains the number one way people discover and learn about schools. The key is to ensure they’re sharing the right message.
Give your existing community a clear, consistent messaging strategy that highlights the top three things you want prospective families to know. This will help them weave authentic stories into these themes, making what sets your school apart clearer to everyone.
Building a Strong Message with the 3 “What’s”
To control your school’s narrative, simplify your message by prioritizing the overlap of three key areas:
- What your school excels at
- What prospective families value
- What stories your current community is already telling
When these three align, your value proposition becomes crystal clear, and your messaging flows seamlessly across all communication channels. This approach strengthens your word-of-mouth marketing and reinforces your school’s brand identity.
After all, we are all tour guides and there’s nothing like being more than prepared for what’s ahead.
Simplify and Strengthen Your Message
Crafting a simple, powerful message is challenging but crucial. At StoryScape, we help schools clarify their value proposition and create messaging that works across every platform, ensuring you’re always in control of your school’s story.
Remember: Control your message, because if you don’t, someone else will.
Getting to simple is hard. And worth it. StoryScape is here to help.