Nearly 100% of the private schools we talk to tell us about their excellent academic programs (as we’d hope!). But if every school tells us that their academic offerings are what sets them apart… and conventional marketing wisdom advises not talking about aspects of your product or service that are “table stakes” in the market… and we also know that prospective parents care deeply about the quality of your academics… how can we make sure this message truly stands out in the educational landscape?

Academic rigor is something schools should be proud of (and it’s something parents want to hear about), so we can’t NOT talk about it. Finding ways to message academics that are unique to your school community is key to be able to stand out from – and stand above – your competitors.

At your school, it could look like students who are engaged in the learning process, or students who are engaged in critical thinking and problem solving. Your school could prioritize collaboration with others, or practicing written and oral communication. And, just like learning, homework could be measured by quality, not quantity. All of these ways that your school practices academic rigor could be unpacked just a teeny bit more to make your academic program stand apart. As most parents want, it’s important to talk about the how rather than the what.

Here are 10 ways to position and message your school’s academic programs – in a way that’s unique to you.

Keep in mind that creating an environment where students are expected to learn at high levels and where they are supported at high levels is key to achieving success.

Read more on our blog.