Often when schools reach out to me, they have questions about if their enrollment challenges are a result of a changing marketplace, or if they need to do something different with their marketing effort. This begs the question - Do you have a market problem, or a marketing problem?
If your school is facing enrollment challenges, the first instinct might be to ramp up your marketing efforts. After all, isn't more advertising the solution? Not always. Sometimes the root of enrollment issues isn’t a lack of visibility or messaging—it’s a mismatch between your school’s offerings and the needs of your market.
Understanding whether your challenge is a market problem or a marketing problem is critical to developing an effective strategy. Let’s break it down.
What Is a Market Problem?
A market problem occurs when your school’s offerings don’t align with what prospective families in your area are looking for. This can happen due to:
Demographic shifts: Your traditional audience may be shrinking or moving away.
Misaligned programs: Families may want features your school doesn’t currently offer, such as enhanced STEM programs, competitive athletics, or robust financial aid options.
Increased competition: New schools or programs may have entered your area, offering similar benefits at a lower cost or with a different value proposition.
HOW TO SPOT A MARKET PROBLEM
Declining interest from your typical feeder schools or neighborhoods.
Families consistently citing a lack of certain programs or opportunities during tours or exit interviews.
A noticeable drop in applications, even with stable or increased marketing efforts.
Solution:
To address a market problem, schools need to evolve. Conduct market research to understand your target audience’s needs, explore new programs, and assess whether your current offerings are still compelling. Consider partnerships, curricular additions, or even facility improvements to better meet demand.
What Is a Marketing Problem?
A marketing problem arises when your school’s message isn’t effectively reaching or resonating with prospective families. Your programs might be exactly what families want, but if they don’t know about them—or don’t understand their value—you’ll struggle to fill seats.
How to Spot a Marketing Problem
Families who tour your school say things like, “I didn’t realize you offered this!”
A lack of engagement with your social media posts, emails, or advertising campaigns.
Confusion about what makes your school unique, especially in a competitive market.
Solution:
If you have a marketing problem, it’s time to refine your messaging and delivery channels. Develop a clear value proposition that emphasizes your school’s strengths and differentiators. Use targeted marketing to reach families where they are, whether through social media, local events, or partnerships with community organizations.
How to Diagnose Your Challenge
To determine whether your school has a market problem, a marketing problem, or both, start by asking these questions:
What do families say during tours or interviews? Are they excited about your offerings, or do they voice hesitations about what’s missing?
What does your enrollment data tell you? Are there trends related to geography, demographics, or program preferences?
How well-known is your school in the community? Are families aware of your programs, or do they discover them only after visiting?
What’s your competition doing? Are other schools in your area offering something that you don’t—and promoting it effectively?
The Best Schools Address Both
Often, schools face a combination of market and marketing problems. For example, you might have a strong program that meets local needs but lack the branding and outreach to communicate your value. Or, you might have an excellent marketing strategy but find that your offerings need updating to stay competitive.
The key is to approach these challenges with curiosity, flexibility, and a willingness to adapt. Start by gathering data through surveys, focus groups, and enrollment trend analysis to uncover the root causes of your challenges. Then, create a plan that strengthens your programs while also refining your messaging.
Final Thought
Enrollment growth isn’t just about more marketing—it’s about the right marketing for the right market. By identifying whether your challenge lies in the market itself, your marketing strategy, or both, you can craft a plan that brings your school closer to its goals.
Understanding the difference is the first step. Taking action is the next.
