When families begin their school search, they’re rarely looking for one thing. As a marketing and admissions professional, you know this well. Families who come through your doors are typically asking questions that reflect multiple priorities — top academic programs and athletic opportunities, but also financial aid options, curriculum, and values.
It might feel natural to showcase everything that’s great about your school, hoping families will start to love it as much as you do. However, focusing exclusively on your school’s attributes, rather than understanding each prospective family’s motivations, can lead to missed opportunities. To connect effectively, it’s crucial to understand what’s driving them to your school in the first place.
This approach does more than attract families and fill seats; it strengthens your school’s position in three essential ways:
- Providing leadership for families. During the awareness and consideration phases of the Family Journey™, families are researching, comparing, and narrowing down options. They’re looking for schools that offer clear guidance and address their concerns openly. When your school responds to their questions with empathy and insight, you establish trust from the start.
- Differentiating through helpfulness. In an environment where parents often have many options for their child’s education, standing out requires more than listing features. By communicating clear, meaningful distinctions and speaking directly to what matters most to families, your school can cut through the noise and offer genuine value.
- Focusing on right-fit families™: Understanding what drives families in their search helps you build an admissions pipeline with those who align with your mission. These families will value your approach and contribute to a vibrant culture.
Understanding family motivations
Schools gain a strategic advantage over their competitors when they understand the specific motivations behind a family’s search. By aligning your messaging, interactions, and admissions processes with what families are truly seeking, you position your school as a more compelling choice. But to do that well, you have to understand why they are considering your school.
Let’s take a look at the eight motivations families have when searching for the right school.
- Philosophy
Families are seeking alignment between a school’s mission and their own values. For many, this can be the ultimate deciding factor: Will this school support or challenge the lessons we’re teaching at home? The clarity with which you communicate your mission will play a significant role in a family’s decision-making process. - Proximity
A manageable commute is crucial for most families, especially those balancing busy schedules. While you may not be able to change your school’s physical location, acknowledging the reality of commute and highlighting transportation options shows you understand this can be a challenge for some. Some families will prioritize proximity, while others are willing to go further for the right fit. - Price
For most, tuition will always be a consideration. But beyond this, families need to feel confident about the value of the education they’re investing in. Transparent communication about costs, financial aid, and scholarship opportunities can foster a sense of security, helping families see how their investment directly benefits their child’s growth and future. - Programs
Families often have specific needs or interests in mind — whether it’s a strong arts program, competitive athletics, or advanced STEM courses. Highlighting your unique programs and specializations can help position your school as the perfect fit for families looking to meet their child’s individual passions and needs. - People
Who will be teaching my child? Parents want to know that their child will be surrounded by qualified, caring faculty and staff who are genuinely invested in their growth. Confidence in your team’s dedication to supporting students academically and personally builds trust and strengthens your school’s appeal. - Protection
Safety is a top priority for parents, and they want to be assured that their child will be safe both physically and emotionally. Open communication about safety measures and support systems can make a powerful impact, showing families that their child’s well-being is your school’s priority. - Place
First impressions matter. The campus environment — the feel and atmosphere — conveys a lot about your school’s culture. Is the campus welcoming, well-maintained, and a place where students feel comfortable and ready to learn? Families notice these details, and a positive environment adds to your school’s appeal. - Potential
Families are looking beyond immediate outcomes; they want assurance that your school will set their child up for long-term success. Schools that clearly communicate how they support each student’s potential, both now and in the future, stand out to parents who are looking for a nurturing and goal-oriented environment.
Addressing family motivations
Once you understand what’s motivating families to look at your school, you can effectively leverage key insights to build stronger connections. Here are three ways to get started.
—> Create content that speaks to each motivation.
Develop blog posts, FAQ sections, and resources that answer questions around each motivation — from philosophy to safety protocols. These resources can be invaluable touchpoints throughout the decision-making process.
—> Personalize your follow-up communication.
When a family expresses specific interests — whether in a particular program, tuition assistance, or another factor — tailor your communication to address those interests. It shows families that your school cares about what’s important to them.
—> Equip your admissions team.
By role-playing conversations and providing responses that address each motivation, your team can practice leading with empathy and hospitality — effectively positioning yourself as a helpful guide to new families.
We understand that your team is busy. That’s why North Star Marketing developed the Start Smart solution. This campaign allows schools to address motivations and equip families with the right questions to ask as they navigate their school search.
Ready to connect with more right-fit families™?
Schedule a meeting with one of our solutions advisors to explore how the Start Smart campaign can help your school pursue healthy enrollment™.