Your school's value proposition is the most important phrase on your entire website — but also the most difficult. How exactly do you sum up the value of your school's education in just a few short words?
Of course, in addition to those few words, schools use their homepage to showcase the value of their unique offerings with videos, photos, testimonials, and infographics.
But if you didn't have the ability to share all that on your homepage, what could you say? How would you position yourself against the competition? How could you make the value of your education outweigh the costs of tuition?
To help you get inspired, I sifted through hundreds of school websites to pull my ten favorite value propositions.
Here is what makes the following 10 school value propositions so great:
- They speak to their target audience
- They are short and to-the-point
- Located in either the first or second panel, they are one of the very first things a prospective family sees
- They explain how a student benefits from your school's education and experience
- They are not a slogan or mission statement
- They are accompanied by a call to action or photo that further explains it
St. Sebastian's School
What's most notable about this value proposition is its appeal to logos, ethos and pathos — its passion gives you chills, while its simplicity and reference to the headmaster re-affirms its validity.
Hawai'i Preparatory Academy
Hawai'i Preparatory Academy goes head-to-head with some of the best schools in the country to recruit students — and they know its their unique campus and island culture that sets them apart. They are confident in who they are, and they own it. Followed up by a CTA to learn more allows visitors to learn more about the value of their education, which is key.
We've referenced Blake School's value proposition a few times throughout out blog because of its ability to speak to the power of both the school's academic rigor and teacher-student relationships in just five words.
The combination of the lively homepage video and the value proposition that notes the school's long-standing history and reputation for educating students, and providing them with opportunity (the key word here, really) is an unbeatable combination as it answers any parent's major concern: can I trust your school with my child's future?
Chadwick International School
Chadwick's homepage value proposition ties perfectly in with their theme of "Think. Do. Lead." As a PreK-12 School in South Korea, Chadwick International School knows its in a competitive market and needs to say off-the-bat that their education not only fosters intelligent students, but leaders — through the experience their school provides.
Trinity Preparatory School
A parent's primary concern with independent school is whether or not the tuition costs are worth the outcome. Trinity Prep gets right-to-the-point, noting that their students excel in both college, life, and beyond.
Free Value Proposition Worksheet and Template
Forman's value proposition does everything right. It has a bold, eye-catching header that speaks to its target audience, informative sub-header, and call-to-action to learn more.
The Raleigh School
The Raleigh School gets right to the punchline, boasting that their education is design with your child in mind. Finding an education that is geared towards the specific need of an child is a great appeal to every parent's hearstrings.
One of the best pieces of marketing advice I ever received was "stop talking about yourself." It's easy to say "this is what we do," or "this is who we are." But it is much more impactful if you can say "this is what you can do with what we offer." Holton-Arms School's value proposition takes the unique approach to talk from the perspective of a student, rather than the school itself — adding a unique, meaningful twist.
Reimagine School is not only Lawrence School's main value proposition, but also their learning theory. As a school that accommodates learning differences, Lawrence School invites prospective families to reimagine school along with them by watching their admissions video.
ABOUT THE AUTHOR
As Finalsite's Content Marketing Manager, Mia plans and executes a variety of inbound marketing and digital content strategies. As a former TV reporter, freelance cinematographer and certified inbound marketer, Mia specializes in helping schools find new ways to share their stories online through web design, social media, copywriting, photography and videography. She is the author of numerous blogs, and Finalsite's popular eBook, The Website Redesign Playbook.