Value Proposition

Why do families choose your school? Day by day? Year after year? Effective Boards understand and help deliver on the school’s Unique Value Proposition (UVP), a concise statement that clarifies how you address families’ needs and what distinguishes you from competitors. Your UVP reflects competition, customers, positioning and brand promise. But it’s not just a slogan or a tagline.

“Can I picture my children with the children at the school? Can I see the outcomes?.... When parents come to visit a school, it's not just about the brand. There's also a level of instinct. Without hearing what it is that you offer, parents will feel it.”

Drew Pearson Founder and CEO, Goodbye Vanilla

Quick Case

Over five years, Healey Education Foundation alum Notre Dame Academy Regional Catholic School (Minnetonka, MN) has focused on communicating its UVP as a strategic priority.

The school updated its website, marketing materials and retention strategies. This work translated into a 45% enrollment growth, 94% retention rate and the 2019 receipt of a SAGE Award for Enrollment Innovation.

Additional Resources

Sample UVP Tool: Why Choose Our School?

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