Christ-Honoring Marketing of the Christian School |
One of the most rewarding aspects of leading a Christian school occurs when a school leader sees prospective parents and their children light up with hope and expectation when they realize they do not need to give in to the public schools. The rewards being that a precious child created in the image of God will not be spiritually, intellectually and even physically corrupted in an institution where the underlying doctrine is the irrelevancy of God. Additionally, it is most encouraging to see parents take utmost care of their most valuable assets - their children - and lovingly practice Godly stewardship of their children's lives, minds and souls. This carries eternal rewards of well done and faithful stewardship. Not to be lost in these foremost benefits is that the Christian school also grows, gains revenue and improves its economies of scale to reach even more families in the truths of God. So what can we do to continue this relationship of win-win despite challenging economic times.
First we must realize that the call of Christ with the Great Commission to teach & train up disciples to obey all the truths and commands of God is not in a recession like the economy. When we remain passionate seekers after the heart and mind of God, we can with excitement and expectation believe that all the other things that we need will be given to us as well (Matthew 6:33). These Biblical absolutes then allow for us to engage in proactive and aggressive leadership with excitement rather than fear. If we remain in fear, then our worries will most likely become reality but if we step out in faith and Godly stewardship for effective schools, then only God knows the eternal impact.
Secondly, when we go on the offense to better reach our community, we must first ensure that any and all school marketing is done for the right reasons with proper motivation. Is there a holy reverence for God's absolute truths and is His will prayerfully sought after by school leadership. As school leaders with the sacred calling of serving and building up the school and its community, are we desiring that God alone be glorified? Essentially, the Christian school must offer transforming and Christ-honoring excellence that is vitally needed by parents for the very minds and souls of their students especially in these days. Contrast this to an attitude where the school's mode of operation is: "We need more students to merely survive." Such an attitude will only further compromise the school's initial calling and vision. The premise of the Imago Dei Group is that Christian schools in these times can thrive rather than merely survive.
When the Christian school does things the right way which is humbly and prayerfully seeking the mind, heart and ways of God, then it is poised to further market itself for the glory of God and expansion of His Kingdom. Then the Christian school does not need to strive for an image as it already has one through its Christ-honoring influence. Such an influence is its image when the school is branded after the mind and heart of God. The school has both form with substance. Therefore, promotion is still necessary but need not be compromised at the expense of truth, beauty and goodness nor should a non-Christian advertising firm be employed to achieve results that glorify God. Furthermore, best practices have shown that secular marketing approaches have minimal effect in growing Christian schools.
Rather, the Imago Dei Group has developed a strategic marketing plan of best practices that will cost effectively grow your school first - spiritually and then - numerically. This customized approach of best practices to serve your school in developing a strategic marketing plan will pay for itself if just one new student is enrolled. Key components of this marketing strategy will include: 1) developing growing relationships with area churches and pastors, 2) assessing and improving your schools website for recruiting and enrollment (many Christian schools have weak and ineffective websites that give poor first impressions of the school), 3) development and improvement of the customer service you provide parents in recruitment/admissions, 4) engaging in very effective marketing through local Christian means along with many other customized solutions for getting your school's image and influence well known throughout the community.
If you have ever heard someone speaking of your school or caught yourself saying: "Our school is one of the best secrets or our community.", then this question should be asked: "Why is our school such a secret?" Perhaps your school has not yet asked for outside help. Christian schools that thrive and desire to thrive ask for outside help. Such help is essentially a flexible and cost effective resource of cutting edge insights and knowledge of best practices. Those who continue to struggle do not ask. Visionary leadership steps up humbly and expectantly. Recently, we engaged with one of the largest Christian schools in a large urban area only because their head of school believes that there is still more that he can be doing to serve and reach his community.
In light of all this, Christian school strategic marketing needs to be envisioned as part of your overall strategic planning. Such customized marketing will come under the authority of the Lordship of Christ rather than some pre-packaged seminar. Again, if just one family is reached, the consulting fee for such marketing will be covered but you will also be faithful in honoring Christ, improving your school's standing and reaping the blessing of serving a family in God's eternal love and truths.
For further information or to schedule strategic Christian school marketing, please contact us . You are also most welcome to contact the Imago Dei Group for a complimentary phone consultation regarding how your Christian school's marketing can be strategized to God's glory. We can be reached at 912-656-7567 M-F 9AM - 6PM EST.
To leave a comment or ask a question regarding this month's newsletter. Contact the Imago Dei Group at: http://imagodeigroup.com/contactus.aspx. We always look forward to your comments and to serving you.