As I was graduating from 12 years in Catholic School, I had one professional goal: become a lawyer. The discipline and work ethic I honed as a Catholic School student propelled me forward and I did in fact, go to law school and spend fifteen years as a corporate litigator. Truth be told - my years spent in courtrooms across the Northeast corridor convinced me of two things: 1) drafting and delivering opening statements is one of the most important and most fun tasks to tell your story at trial; and 2) I am committed to a future of using my law degree for good.

Now I’m a fierce Catholic School advocate – having worked in and for Catholic Schools for the last 8 years - and as I reflect back on my legal background, I realize that crafting the perfect opening statement is equal parts science and art. It means taking the objective elements of your situation and weaving them together with enough emotion to create a compelling story for the audience. It is not unlike the task we undertake every day as we seek to craft the perfect story for our prospective and current Catholic School students in the Marketing and Enrollment world.

Distilled down to its core elements, drafting your own “Opening Statement” means creating a concise hook, weaving together the facts in the most advantageous way you can, and making sure all the promises made – can be delivered on.

CONCISE HOOK: What’s your marketing and enrollment hook? Hint: It’s not your entire and sometimes lengthy Mission Statement. While your Mission Statement is an important component to your school’s governance and functioning, your hook has to be just that. A short, catchy summary of why families should choose your school. Consider it your “elevator pitch.” If you were in an elevator with a prospective family, and had only one floor to convince them to enroll in your school, what selling points would you emphasize? What stops would you pull out?

Do you have an award-winning Math Program? Test scores that consistently outperform the local public schools? A 99% post-graduation job/college placement rate? A robust schedule of extra-curricular activities? An engaged working parent group that meets monthly? A Tennis Team of Female Scholar Athletes that are both District Champions and NHS members? Don’t bury your lead – LEAD WITH IT.  

WEAVING TOGETHER THE FACTS: In the courtroom, we always try to anticipate our adversary’s criticisms and address them head on. In the marketing and enrollment arena, this might look like: 

[A school that lacks robust extra-curricular offerings due to lean staffing]: “We are enhancing our extra-curricular offerings every year, and always welcome new after school club ideas with a volunteer leader!

[A school with recent declines in enrollment]: “We want to grow – with you!”

[A school with a recent transition in leadership]: “Join us in welcoming our new and enthusiastic leader.”

DELIVER ON ALL PROMISES: Opening Statement 101 means never making a promise at the beginning of a trial that you already know you can’t deliver on. Don’t promise witnesses or evidence that you will not be producing. Optimism is great. False promises – not so much. 

The same holds true for your marketing to new families. If your new grading software is still very much in beta, don’t mention it. If your beloved Second Grade teacher is retiring, don’t celebrate her with incoming Kindergarteners. Stick with the facts and your strengths, and you will earn the respect and love of your new families in the best possible way. 

Want to discuss more best practices for Marketing and Enrollment? Contact us!