The lament of most administrators today is "I wasn't trained for this" when it comes to the aspects of advancement (Development, Retention, Enrollment, Asset Management and Marketing).  There are many things that most of us aren't "trained for," and therefore tend to focus their attention on the things they do know.  Indeed, the children are important, since you have to have a quality school before you have a quality Catholic school, but you also have to balance the educational quality with the financial responsibility.

     Most importantly, if we have the attitude that "I can't do this," then we are not following the sentiment expressed in Philippians 4:13 - "I can do all things in Him who strengthens me."

     But back to the audience.  As a principal or advancement professional, if we think our primary audience is the children, we are only partially correct.  If you're a teacher, your primary audience is the children.  If you're in an administrative position, however, your primary audience is the parents/guardians.  Part of the presentations I do regarding marketing point to one fact that tends to bring attendees to an "aha" moment (what I like to call ephiphanicity) when we talk about who parents are, since one of the primary rules of marketing is to "Know Your Audience."  I like the word "audience" better than the usual phrase, "Know Your Market," especially since it's the word "market" that begs the question, "What do you mean by that?"

     With that in mind, stay tuned to the upcoming Marketing Matters.  Over the next few weeks, I'll be breaking down some of the details of marketing into bite-size pieces which will allow you to put together a marketing plan specifically for your school.  For now, however, you need to realize that your primary audience consists of parents of young children that are ALL members of Generation X - the ME Generation.  Succinctly, they want to know what's in it for THEM...NOT necessarily for their children.  It's one of the primary reasons why most parents rely on the school to provide so many services rather than the home providing them.

     It also helps to remember that these are the parents you are trying to attract to your school.  Those parents that are very involved with their children may instinctively gravitate toward your school.  Therefore, while it's good to have information in your brochure and literature to appeal to both types of parents, the majority of people you are trying to attract are more concerned with how your policies, procedures, governance, and pedagogy will affect them personally.

     So, when you say your school will provide a caring atmosphere for your child, that's good - because good parents do that for their children.  But when you say your child will excel, you'd best be careful - since your definition of excel and the parents' definition of excel may be drastically different.  If you say that a Catholic school education will equip your child to be a future leader in the faith, it may not spur many parents to enroll their child.  Granted, it sounds good to pastors, boards and benefactors, but if there are no children in the school because you can't reach the heart (notice I didn't say the mind - this is an emotional decision...not a logical one) of your potential parents, your mission has not been fulfilled.

     Take heart, though - the tide will be turning soon.