Emily was recently invited onto John Murphie (ex-ISBA) and Elise Tonnard’s new podcast – ‘The Education Periscope‘ as their very first guest.
(Full episode available here).
During the conversation, Emily highlights a shift that many independent schools are beginning to notice in their admissions conversations.
For many prospective families, the question is no longer simply:
“Can we afford this school?”
Increasingly, it is:
“Is it worth it?”
Families are now comparing schooling “packages” more carefully than ever before — scrutinising what is included, what is not, and ultimately weighing up the return on their investment.
In this environment, simply listing what your school offers is rarely enough. If the perceived value doesn’t clearly outweigh the cost, hesitation creeps in.
This is where the concept of what we call a “value stack” becomes important.
Every school has a core offering — excellent teachers, a rigorous curriculum, strong exam results and a rich co-curricular programme. These are the foundations of a great education and are hugely important.
But for many prospective parents, they are also expected.
Most schools within your competitive set will be making similar claims. So while these elements absolutely need to be communicated, they are rarely the features that convince families your school represents outstanding value.
This is where a second layer needs to be stacked on top.
The second layer is your school’s added value — the elements that enrich the educational experience and help a child grow beyond the classroom.
For example:
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Character development programmes
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Leadership opportunities
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Public speaking
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Entrepreneurship initiatives
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Outdoor learning
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Global experiences
Even practical elements can contribute to this value stack, such as:
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Transport provision
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Extended day options
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Wraparound care
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The quality and provision of food during the school day
Individually, these elements might seem small.
But when they are stacked together, they become powerful. Collectively, they build a compelling picture of the overall experience your school offers.
So the first piece of advice is simple:
Stack your offer.
The second insight is about how you communicate that stack.
Too often, schools list features without explaining why they matter.
The truth is that consumers — whether they are buying a car, a holiday, or a school place — ultimately care about one thing:
What’s in it for them.
Prospective families are not simply buying an education.
They are investing in the kind of person their child will become.
They are looking for a school that will help their child:
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articulate ideas persuasively
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develop confidence and leadership
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push beyond their comfort zone
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gain real-world awareness
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cultivate intellectual curiosity
Those are the outcomes that matter.
So make sure you are explicit about them — on your website, on social media, during open events, on school tours and in conversations with prospective families.
Because in an increasingly competitive landscape — where families are comparing options more carefully than ever before — the perception of value can make the difference between a family choosing your school… or choosing another.
So don’t just tell families what you offer.
Show them why it matters.
Get in touch to discuss more ways you can improve your school’s marketing & admissions.