The world is changing at an accelerated rate. Competition is more prevalent than ever. Independent schools on average need applications from eight qualified applicants for every one enrollee, according to a poll from the National Association of Independent Schools (NAIS). This statistic has since increased. Schools and arts organizations must demonstrate strategy and how to use its marketing budgets as efficiently as possible, taking steps to differentiate and demonstrate its value to thrive in today’s market.
It is incumbent for organizations to move with the times and become a 21st Century organization. It is no longer an acceptable practice to act as if these changes do not exist. Messages must be frequently reinforced to educate the public on its differences, and why it is worth a consumer’s investment. Parents with children in private schools can exceed tuition costs of more than $650,000 per child for a Pre-K through grade 12 education, so parents have steep expectations, holding the organization to extremely high standards. It is vital for an organization to clarify and elaborate on how it differs by focusing on uniform messaging and visual imagery, while reinforcing key words that resonate with an audience.
“Conveying difference and demonstrating value will support an organization’s mission by attracting a higher caliber of client. A good consultant is able to recognize, clarify and elaborate on this effective messaging and positioning.”
Why Brian Kaplan
Consultants frequently make suggestions and give guidance to clients without fully being involved in the day-to-day execution. This approach can be effective, but having an experienced specialist demonstrate results, both independently and with members of your communications team, administrators, trustees and committees, are shown to produce even greater results. Brian Kaplan is an experienced administrator, department head and consultant. He is experienced in identifying short- and long-term goals and developing strategies with these programs. He has worked as a director of marketing and communications for several schools.
The capabilities listed on the Expertise page are areas that Brian has developed and implemented. He can assist your organization independently or as an additional member of the team to build strategies and show results.
“Offering more than 20 years experience, Brian Kaplan will identify what is true, meaningful and distinctive about your organization’s brand and how results can be maximized.”