BY STEVEN L. ROSENBERG, Ph.D.
BEWARE OF DECLINING MARKET SHARE! That’s the mantra used on Madison Avenue to describe the circumstances confronting many schools in such “slow growth” states as Ohio and Michigan. In faster growing states like Colorado, Arizona, Louisiana and Florida the mantra still applies as the number of schools is exploding faster than the number of school-aged children attending those schools. The normal human reaction to this predicament is frustration and fear. What are we to do? We will have to close! Our costs are too high, and we cannot reduce expenditures. It’s only a matter of time until we have to close our doors! We can’t compete against those other schools!
Problems are opportunities!
There is hardly a more energizing human motivator than fear. But educators don’t need to be afraid. Just ask any marketer or sales person.
It is “just” a matter of making a commitment to marketing and public relations.
All quality schools can survive. In fact, there has hardly ever been a time in our history when quality education has been more important. Declining market share, that is more competitors and fewer students, is
not a reason to capitulate. Indeed, it is that sort of competition that can make your school better than ever. But it does take a concerted effort to design, promote and finally deliver over time a competent marketing campaign. Best of all, it does not take a Madison Avenue marketing firm or a bottomless pit of money. It takes only dedication, focus and
a grasp of basic marketing strategies—the constant themes of this newsletter.
Struggling schools require innovative programming and a culture of reaching out to families and community; the very hallmarks of successful and well-enrolled schools. High quality programs allow you to achieve many of these marketing goals in one fell swoop.
Parents fervently want their children to be able to compete for jobs, to have an edge over their peers. And you, as a school administrator need an edge also. PSI’s CHINALINK provides that opportunity to stand apart from your competition.
While not a complete marketing plan by any means, CHINALINK is one potent instrument to convince parents that your school will prepare their children in a way another might not. A school that offers new programming that is exciting, substantial and meaningful to parents will have more students than it can manage.
Tuition-based schools fear that the rising cost of private education is a death knell. However, that does not have to become reality. Just ask the seller of any expensive product. High cost can in fact be a motivator. Remember the popular adage: “you get what you pay for.”
PSI’s CHINALINK allows schools to access Asian studies in a convenient, inexpensive and simple way that does not drain schools of financial or manpower resources. This program offers schools a wide range of accessible opportunities from language teachers, gifted and talented instructors, assembly programming, Chinese studies curriculum, travel study opportunities for students and faculty, and cross-cultural web-based structured communication with students in “sister” schools in China.
Innovate to succeed
There are many opportunities here for growth and individually designed Asian studies programming. The essential, however, is constant. Schools that pursue innovation to meet the needs of parents will succeed. It need not be Asian studies. Effective faculty and exciting curricula are critical, as are frequent and positive communication between schools and their targeted communities. Gone, however, are the days of schools surviving solely because they exist or are in the right location. All educators need to understand that parents are customers who have choices. Make your school their choice with
CHINALINK, one of PSI’s many exciting and innovative programs. It will help you meet today’s educational challenges.
Dr. Rosenberg, President of PSI, welcomes comment. He can be reached by e-mail at: slr@psi-solutions.org.