Personal Interactions with Families: Still the Most Effective Marketing Tools

Personal interactions with families are a school’s most effective marketing tools.

| May 14, 2015

This one makes me say wow.

The six most effective private school tools - identified by families - are personal; they could have come from decades ago.

Over the weekend, I went back through SSATB’s report The Ride to Independent Schools: 2,300 Families Tell Us About Their Journey looking at some things that struck me on first reading and seeing if they still made me think.

The top four all come directly from campus and the top three occur during a families interview and tour and the top six are all personal interactions. The school's website ranks seventh in marketing importance according the study.

Families are doing their research. Quietly, on-line, moms, dads, grandparents and students, Looking at school fit, academics, extracurricular programs, reputation, and financial aid early in the process...and, doing some self-selecting in regards to these areas.

But, once the family calls and visits, you've got to be be ready with best service and people skills that you can muster.

This connects to a recent post that I penned on Rick Newberry's observations about how families are coming to our schools, How Private Schools and Families Connect: Modern Tools But Relationships Stay Fundamental.