Value Proposition

Many at-risk schools around the globe have contacted me with concerns about their viability and sustainability. As I have worked with such schools, the underly issue we identify is RELEVANCY, which is a precursor to viability and sustainability. Without relevancy in the school’s context and with its constituency, there can’t be a realistic prospect of viability or sustainability.

Time and focus must be invested in considering and articulating a school’s value proposition and then ensuring delivery of that promise to families with needs and interests aligned with that value proposition! During a recent On-Mission Diagnostics webinar, Stephen of Keating Associates presented his thoughts on this topic and the following diagram, which significantly impacted my thinking on this topic.

A value proposition flows from your school’s mission and clarifies why a family should enroll their children in your school. It differentiates your school from others, communicating what makes your school unique and worthy. It is essentially a promise of what you will be and what you will deliver for each child. When you understand the value proposition of your school, that value must be communicated in a meaningful way through marketing. 

This becomes compelling when the constituents’ EXPERIENCE at your school is fully aligned with the EXPECTATIONS created by the value proposition. Schools that communicate their value effectively and then deliver faithfully on that promise are responding in alignment with the needs and interests of families who chose the school for the right reason. 

This is relevancy! When expectations and experience are aligned, a compelling school brand is the result, giving meaning to your school and its services, shaping positive perceptions, and establishing relevancy in the market you serve. As an outcome, your school will be positioned to be viable and sustainable in its operation and in fulfilling its mission.

May God Bless you,
David Wells

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