TIPS TO GET REAL
As you develop your strategy to boost admissions, plan your annual fund appeal or design your new viewbook, it is critical to start with your audience.
#2. REAL PEOPLE WITH REAL LIVES
You need to think about your audience as real people. As an example, ‘prospective parent’ is simply not a real audience. It is too broad and anonymous to effectively share your school’s story.
However, “Sam, a 39-year-old working mother mastering the work-life balance; driving her own business, writing her own blog, and focusing on the individual needs of her growing children” starts to become interesting. You can start to imagine Sam’s pain points and the details of your school’s story that will be attractive to her. But you need to get even more real.
Here are 3 example questions you can ask to help you get real:
1. WHAT DOES A FAMILY MEAL LOOK LIKE?
Who are they with (names, ages, jobs, pets)? Where are they? How often does this happen? What do they talk about?
2. WHAT MAKES THEM RESTLESS?
What are they struggling with that makes them receptive to hearing more about your school? What trade-offs are they currently making? What are they looking for but can’t find?
3. WHAT ARE THEY PASSIONATE ABOUT DOING AS A FAMILY?
What is the best part of their week with their family? What is the next vacation they have planned with their family? What do they gain from these experiences?
As you get real, the key is to focus on the details of your ideal. There are certain individuals – students, parents, teachers, donors, alumni – who will rave about your school for a lifetime and represent exactly the type of person you want to build your school’s community with. These individuals represent your ideal.
Next week, we will help you focus on your ideal.
See you next Monday,