Tradition and continuity are so pivotal to the success of independent schools that it is not always clear when an organization needs to review its reputation—or in marketing lingo, its brand. Over the years, I’ve met with numerous schools that have been taken by surprise with declining admissions and fundraising, despite still offering the same high quality education as in the past. Clarifying and maintaining a school’s identity in the marketplace has resulted in dramatic turnarounds for many institutions.
This situation occurs because independent schools balance a delicate tension. Many core principles involved with a first-rate education are timeless. Yet the economic, social and technological landscape in which schools operate is constantly changing. A relatable brand identity...
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