A lot of people are used to thinking of school as a regular part of everyday life, an essential part of growing up that all people will go through, no matter what. This dulls the senses to the genuine and very fierce competition that exists in the world of education today. The desire for school choice, increasingly supported by public policy, is only growing more fervent, which means schools have to step up their game. The key to succeeding in the ever-more cut-throat world of school admissions is to identify and promote your school’s unique selling proposition (USPs), a way to differentiate your school from others. This business term may be anathema to some educators who don’t regard their field as a business, but the reality is calling, making clear it needs to be heard.
“School choice” goes far beyond the idea of parents just picking a group of buildings from a selection of schools in their hometowns. It has grown into an entire movement, replete with government programs and incentives—a giant, intricate web of factors and new realities. Between magnet schools, charter schools, homeschooling, vouchers, tax credits, education savings accounts (ESAs), and other programs, school admissions have become increasingly more competitive. That brings a new thread of competition for schools as they vie for the best talent to join their future graduating classes.
Schools with a social media presence explore different ways to maximize engagement and turn fans and followers into brand advocates. While businesses have it easier and are able to attract their online community’s attention through rewards, discounts, and specials, schools have lesser opportunities to offer monetary benefits that often grab eyeballs.