Globally, we have conducted hundreds of reviews of positioning and marketing messaging for schools over 20 years – it is our core expertise and acclaim.

A systemic weakness is the continued lack of impact of positioning and marketing messages on parent choice and the authenticity of marketing messages, and weak value propositions (USPs).

This manifests itself in 6 marketing issues that we specialise in addressing for schools:

1. No clear point of difference to peer schools in messages, or one that is highly valued.

2. Marketing messages that are too generic to build identity and audience connection.

3. Too little said about teaching and pedagogy in marketing messaging (the fundamental reasons why schools exist and what determines their performance).

4. Weak links between School Vision and marketing messaging.

5. Lack of authenticity in marketing messaging (and disconnect between what schools are saying and realities of experience in the holistic parent/student journey).

6. Overreliance on corporate not education models to create a school identity (e.g. slick mottos that create cynicism, not authenticity or credibility in school communities).