| Are you sure that your advertising budget is | | | | the only St. John Lutheran School in a city with 20 |
| appropriate for your parochial school? Most of the | | | | Lutheran schools creates uniqueness without |
| Christian schools we know of use traditional | | | | substance. Is the school's uniqueness highly |
| advertising to promote the school. Does that | | | | valued? Are people talking about the uniqueness? |
| make sense? Is your school a traditional | | | | Word of mouth is the primary way to promote |
| consumer product or a unique product in a niche | | | | niche products and services. Parent comments |
| market? | | | | are one of the best forms of word of mouth. It |
| Typical consumer products and services are often | | | | is sincere and credible. Other forms of word of |
| generic or very close to generic. Public schools are | | | | mouth are referral sources, feature articles, and |
| close to being generic. They use the same books, | | | | competitive results (achievement test scores, |
| require the same teacher credentials, and have | | | | graduation rates, sports achievements, etc.). |
| the same teaching processes. There is a | | | | In days of yore, word of mouth was truly word |
| difference from one district to another, but often | | | | of mouth. Today word of mouth is also blogs, |
| in a district the schools have similar achievement | | | | product review websites, and other forms of |
| test scores, student experiences, and | | | | communication like email, Twitter, text messages, |
| extracurricular opportunities. | | | | social networking, and YouTube. |
| Would you describe your favorite school as being | | | | Word of mouth is an informal but highly respected |
| similar to the public schools or different in | | | | product review. If you are disappointed with your |
| important ways? | | | | word of mouth promotion, it might be wise to |
| Traditional advertising attracts many customers. | | | | review the uniqueness of your offering and the |
| Niche market products survive (many thrive) | | | | quality of your uniqueness. Are you satisfied with |
| serving a small or select group of customers. Are | | | | your product review results? Word of mouth is |
| most of the public schools larger than your | | | | also a sustainability indicator. The more word of |
| school? Do you need a large number or a small | | | | mouth you have the higher sustainability will be. |
| number of students to reach capacity? The | | | | Next Step: |
| number may seem large because of recent | | | | Decided what makes or could make your school |
| declines or challenges but is it a large number | | | | unique in a way that is important to the parents in |
| when compared to the number of children in the | | | | the community. Develop ways to increase word |
| area? | | | | of mouth promotion. Listen to what your parents |
| If you used traditional advertising and it worked | | | | are saying about your school and what parents |
| would you be able to satisfy the number of | | | | are saying about other schools. Use what you |
| people who responded or would you have to turn | | | | hear to influence your uniqueness and the way |
| students away? If the advertising is unable to | | | | you promote the uniqueness. |
| attract a large number of students, is it because | | | | If the advertising and marketing budget enhances |
| your advertising is flawed or you have a niche | | | | the depth and breadth of the school's uniqueness, |
| product? | | | | the increased word of mouth will produce better |
| Let us assume schools like yours are in a niche. | | | | results than traditional advertising. In addition, the |
| As a niche product, the school must have | | | | mission and students will benefit. Sustainability will |
| distinctive uniqueness. Being one of 23 Catholic | | | | increase. |
| schools in the city fails the uniqueness test. Being | | | | |