Don't Knock the Competition

     The adage is different in every business.... don’t roll anyone under the bus...live by the book, die by the book...but the idea is the same.

     When you compare yourself as better to someone or something else, every entity of the same genre suffers.

     If a car salesperson says he or she offers the best car, and that Brand Y can't compare, where will that person's credibility be when he/she changes jobs?   Similarly, if a teacher says that the Catholic School at which they are teaching is "better" than the public school, then how will that reflect on the school when the teacher decides to leave for whatever reason (relocation, return to school, or better employment opportunity)?  Although it can be explained, remember that marketing is all about perception.... not necessarily logic.

     The best strategy is to focus on the strengths of your school, and "sell the benefits, not the features."  You may have a great science curriculum...but why is that important to me as a parent if my child is a talented musician?  You may have a great new arts facility and program...but why is that important to me as a parent if my child is a genuinely talented athlete?  You may have a top-notch sports program...but why is that important to me as a parent if my child has created Web sites that can help their classmates with their homework?  You may have retreat programs, weekly Mass, Eucharistic devotion, and a service program that ministers to those in need in the community...but why is that important to me as a parent if my child has a beautiful singing voice, is an integral member of the basketball team, and has a 4.0 average?

     Perhaps the New Year would be a great time to think differently (the ancient meaning of the word "repent", and the meaning of the Greek word "Metanoia" - which means "Conversion") about your school's features, and develop benefits of a Catholic school education at your school.

     Happy New Year, and Happy St. Elizabeth Ann Seton's Feast Day!

© Michael V. Ziemski, SchoolAdvancement, 2010 (Original Publication Date: 20041227)

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