Global Issues - Local Solutions
A Mission That Resonates in a Soft Admissions Market
Marketing begins with mission. Most mission statements are meaningless as marketing tools. They may be connected no longer in reality to the school's current practice of education. The mission must have integrity and must be followed consistently or it will lose its power over time.
When I ask trustees in unrehearsed settings to describe their mission in five words or less, what I hear often is a scramble of overused words such as: "individual attention, university preparation, small class size, faculty/student relationships, the whole child, responsibility, character, rigor, and nurturing."
In Littleford & Associates' work with schools worldwide, we see literally thousands of mission statements of independent schools. Many are poor marketing tools because there is little differentiation among them or passion behind them.
I. Formulating the Mission
To ensure that the existing mission has relevance to the needs of families and students today it should not be allowed to become stale. Schools should review their missions and modify them while still retaining the school's founding values. They should reduce a wordy overblown set of mission words to strong memorable phrases that evoke emotion and help to measure the purpose and success of programs and the philosophy by which teachers are recruited and retained.
Visiting a K-6 elementary school not long ago, I asked the Head about a sign on the wall behind his desk: "Knowing How to Make the Right Choices." He said it is the School's mission "writ short" displayed everywhere, and every parent, student, child in the School can recite it. I saw ample evidence that the constituents knew it and that a values centered education underpinned every aspect of academic, social, and extra curricular life. One older student said: "Hurting another student's feelings is a choice you make. I try never to make that choice."
The Taft School does not fall into the trap of the usual "nurture" words, but in Latin displays the mission message on campus and repeatedly in all communications and marketing materials: " Not to Be Served But To Serve." It is short, direct and students, parents, faculty and alumni honor and admire it. The School is over 100 years old but this statement has endured the test of time.
Littleford & Associates has conducted strategic planning and marketing workshops that have included a mission statement brainstorming and development exercise. Board members and administrators find this to be a motivational activity that kick starts long-range planning and marketing efforts.
The schools that can make their mission statements distinctive, understood, memorable and concise are more likely to achieve a top position in their market. Structure AND freedom to choose, emotional AND physical security and safety, as well as rigor AND nurturing with a focus on a few key values may win this admissions struggle long term.
Many schools using this approach to mission development and refinement have seen 10% to 15% increases in admission inquiries and applications. There is a "buzz" in the market about these schools.
II. Selling and Telling the Mission
At one School, the Head's annual Parents' Weekend remarks are always a reflection and reinforcement of the School's mission. They are e mailed to every current and past School parent to ensure all have heard the message. The head is always the primary vision keeper and visionary who must articulate the mission in a way that touches the entire community.
At another day School, our Firm conducted phone interviews with parents who had chosen and not chosen to enroll their child in the School. We provided specific written recommendations for improving the overall marketing and admissions functions. Trustee parents chaired six Committees: Internal Marketing; External Marketing; Admissions; Retention Strategies; Centers of Excellence; and Parent Opinion Survey. Seventy-five parents volunteered to serve on these Committees and to become Parent Ambassadors who conduct individual tours for prospective parents and follow up with personal phone calls and thank you notes. The Administration directed and supervised them and acknowledged their contributions. This type of effort can be more effective than elaborate materials or a campaign developed by an outside PR firm.
Mission and marketing are intimately related. The head can TELL THE MISSION through the vision by using ACTUAL STORIES OF STUDENTS. The mission should also be revealed in practice through the staff's actions and words that become the benchmarks by which all parents, students and graduates will judge the integrity and success of the school.
John C. Littleford
Senior Partner
