SERVICE - The 7 Wants of All Customers
When we're trying to select that perfect gift, we not only look for something the gift recipient would like, but something they also want. Since our parents are our customers (since they are footing a good portion of the bill for their children), giving them what they want is what will help retain your students for years to come. Just as Jesus gave us the example to be a servant, so we must offer SERVICE:
Synergy - results from parents that want to be involved. They are, after all, the first teachers of their children. When parents and schools work together the result is far greater than the sum of all the parts.
Environment - must be healthy, safe, inviting and conducive to learning. While we know our Catholic schools are faced with challenges, the atmosphere in the school must be positive, so that parents know good things are happening there. While it may be difficult at first to describe the feeling you get when entering a school, if you are aware that you must do so, it becomes easier. Check out other schools as well - what is the feeling you get when you go there? The local public school might be a beautiful structure, but how may layers of security do you need to go through to get in? Are parents welcomed with a handshake, or are they told to "sit over there" while they're waiting for their appointment to begin?
Reputation - can be summed up in three words: Word of Mouth. Positive word of mouth is strong...stronger than any other type of marketing. There is only one thing strong than positive word of mouth, however: negative word of mouth. Parents want their children to attend schools with a reputation for a rigorous and relevant curriculum, classes that are engaging, and an atmosphere that is positively charged.
Voice - is what each parent needs to have, and wants it to be heard. Parents want their thoughts to be acknowledged. Many (if not most) of them are highly educated as well. Some may even be teachers in the local public school system. Parents have talents that need to be recognized and utilized...although many won't unless you ask them to share. Even if they can't due to time restrictions or other limitations, they will feel that their "voice" is being heard.
Integrity - is simply defined as doing the right thing, even when nobody's looking. It's what our parents expect, and, if nothing else, the one character trait that should define our students.
Convenience - is the hallmark trait of the 21st century. We do so many things because it's convenient for the school, or because of tradition, since "that's the way it's always been done." If we can make something more convenient for our parents, our efforts will show that we are listening, and care about what they have to say.
Experience - can be defined two ways: 1) Parents want to leave their children in the care of an experienced professional, and 2) they want their child to have an excellent experience. Today's businesses are concerned about the customer's "experience." Make whatever students (and parents) experience a memorable one, and they'll definitely talk about it to others.
© Michael V. Ziemski, SchoolAdvancement, 2006 (Original Publication Date: 20061218)
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