Marketing Your School's

Sweet Spot

When a school hires me to develop their brand they will sometimes ask, "What makes a good client?" My answer is, "a clear-eyed, true believer."

 Clear-eyed because schools need to be willing to take a sober look at themselves in the context of what prospective students and families want and in terms of what other schools offer before they think about what makes them special. A true believer because, despite the sober look, they still need to believe fervently that their school offers something extraordinary. Finding that nexus of authenticity and passion is what the market "sweet spot" is all about. Read the story here.