First Impressions Matter in Private School Marketing

First impressions are crucial in any marketing effort, but they hold particular significance in private school marketing. When parents and students consider a private school, they are not just looking for an institution; they are looking for a community that reflects their values, aspirations, and expectations.

In private school marketing, positive first impressions are not just important, they are essential. Every interaction, from the digital to the personal, sets the tone for a family’s perception of the school. And it ultimately affects the parent’s decision making process.

You only have one opportunity to make a first impression to a prospective family.

Here’s why first impressions matter in four key areas:

1. Your Website is Your School’s Front Door

Your school’s website is often the first point of contact for prospective families. It is the front door to your school. It needs to be more than just visually appealing; it should be designed with a marketing focus geared directly to the prospective parent. A well-designed, informative, and compelling website helps build trust and interest. It should include a narrative flow that guides the parent to discover your school and then calls them to action. You only have a few seconds to make a positive and memorable first impression. Make sure it counts on your website.

2. A Phone Call is the First Voice a Parent Hears

The way a phone call is handled by the school office can speak volumes. A friendly, informative, and helpful response can make a significant positive impact. It demonstrates the school’s commitment to quality and care, suggesting that these values permeate every aspect of the school. In contrast, an unfriendly or indifferent response can raise doubts about the school’s professionalism and environment.

Recently, I completed an on-site assessment of the campus visit experience at Holy Trinity Episcopal Academy in Melbourne, FL. Do you know one thing that stands out about their phone system? The school uses a recorded message of students–a younger child for the lower school and an older student for the upper school–that you hear when you call the school’s phone number. The student’s voice draws you in to the school. Call the school’s phone number and listen for yourself.

3. An Initial Personal Email Response is Critical

Email communication is often the next step in a family’s journey. It is often the result of completing the online inquiry form. Do you know that many schools mess up this opportunity to make a positive first impression? Schools make the mistake of sending an automated, impersonal email that only acknowledges the parent’s inquiry and does not provide compelling information about the school.

Through my online secret shopper program, I see this mistake often. In fact, I have seen it all. From an automated, impersonal “stock” email message from a database to a message that doesn’t provide any compelling information to encourage a parent to take the next step, schools often miss out on making a positive first impression. Remember, your first email message sets the tone and can draw in or push away a prospective parent.

4. The Campus Visit is Where it All Comes Together

The campus visit is perhaps the most crucial element in the decision-making process for families. It’s an opportunity for the school to showcase its facilities, culture, programs, and community. Every interaction during this visit, from the entrance to parking, from the greeting at the reception to the tour of the campus, contributes to the lasting impression a family will have.

When I arrived for my visit at the lower school campus of Holy Trinity Episcopal Academy, the scrolling message welcomed me personally to the school. This was a great way to start my visit. A well-organized, informative, and engaging visit can solidify the school’s image as a welcoming, dynamic, and nurturing environment. Check out a blog post I wrote on the ideal campus visit.

In conclusion, in the competitive world of private school marketing, first impressions in these areas are pivotal. They are not just about showcasing the school’s strengths but also about building a relationship of trust and interest with prospective families. Each interaction is a chance to demonstrate the school’s commitment to excellence, care, and community, essential factors for parents and students when choosing a private, independent, or faith-based school.

A positive first impression can set the stage for a lasting relationship with prospective families, ultimately influencing their decision in the school selection process.