Private Schools and Zebras Have a Messaging Problem

Does your school have a messaging problem?

Zebras do, to outsiders that is. And so do independent schools. I’ll repeat, private schools and zebras have a messaging problem. 

It’s hard to tell the difference between individual zebras or private and independent schools. And you are all dazzling (a group of zebras is called a dazzle).

Describing zebras with “they have stripes” is the same as a school using the messages of “small class size” and “our community.” Have you said these things about your school? Your competitors have. While this helps people just starting to learn about the private school world, it does not define how you are different from all the other great schools out there. 

If this sounds like you, please stop selling the category (unless you are in rarefied air and that’s all you need to sell) to start a conversation and instead highlight what makes your school in particular shine. This is hard. 

Choose your messages wisely. In this dazzling and distracting world, we have very little time and real estate to capture attention and interest. Start now by understanding your competitive landscape.

Who is StoryScape? We help independent schools clearly articulate what you do well in a way that resonates with the people you want to speak with most. Our seasoned team has deep experience and is ready to provide refreshing insight to your messaging. Identifying and celebrating what makes your school unique, while resonating with your audience, requires perspective and expertise. And we’re ready. Are you?

Get the school year and new admissions cycle off to a great start. You can fix your messaging problem. Remember, you are dazzling. 

Photo credit: Rob Orgel