How to Build a Compelling Positioning: Valued Differentiation in Independent & International Schools

In our extensive US and international school commissioned projects over 3 decades, we have consistently found a systemic gap in how to create and execute what we term a ‘valued positioning.’

The importance of a distinctive, impactful, and authentic educational and commercial positioning in schools is now clear to almost all. Yet, there is still so often a sameness around how schools look and sound, which so often reverberates in a lack of institutional sustainability (enrollment) and distinctive positioning for schools. 

The uncertain and changing landscape in which we live means independent and international school admissions marketing and education leaders have an increasing imperative to repurpose and reimagine their future school positioning. This requires fresh, new perspectives and tools that impact both education and commercial standing and performance for schools.

Most of all, schools need to provide compelling and cogent reasons for communities (each of parents, students, and staff) to choose, stay at, and then recommend your school. To develop effective and impactful positioning, schools need more whole of school mindsets, robust frameworks, and creative execution and thinking to enthuse.

This 4 session Learning Lab for AISAP will provide schools with research-based insights and practical school positioning frameworks developed by Dr. Holmes to review and develop positioning, laying the essential groundwork for competitive success in the independent and international school market. The outcome will be a strengthened and cohesive positioning, sharper alignment and connectivity with your markets and your mission, valued differentiation, and deeper and more credible reputation capital.