Words Matter: Crafting Messages to Drive Charter School Enrollment
In the world of charter school communications, the words we choose can make all the difference. A recent webinar hosted by Avela highlighted key strategies for effectively communicating a school’s value, building trust, and boosting enrollment through strategic messaging. These insights are invaluable for charter schools looking to connect with families and their communities.
Key Strategies for Effective Messaging
Crafting messages that resonate with families and communities is essential for charter schools. Here are some strategies to consider:
Emphasize the Basics: Free, Public, and Open to All
Research shows that many people lack a fundamental understanding of what charter schools offer. For example, one-third of people don’t know that charter schools are tuition-free. By consistently reinforcing that charters are free, public, and open to all, schools can counter misinformation and build trust with prospective families.Highlight Individualized Attention and Innovation
Parents are often drawn to schools that prioritize individualized learning and innovative approaches. These qualities address their desire for smaller class sizes, personalized instruction, and programs tailored to their child’s unique needs. Schools that emphasize these strengths in their messaging are more likely to resonate with parents.Avoid Divisive Messaging
While it may be tempting to position charter schools as a superior alternative to traditional public schools, this approach can alienate potential supporters. Instead, frame charters as an integral part of the public school system that expands options for families. Collaboration, not competition, is the key to winning hearts and minds.
Actionable Tips for Schools
Here are some practical steps schools can take to refine their messaging strategies:
Lead with Storytelling: Use real-life examples of student success to showcase your school’s impact. Stories that highlight personal growth, academic achievement, and community involvement can make a powerful emotional connection.
Leverage Trusted Messengers: Teachers, parents, and even students can be highly effective spokespeople for your school. Their authentic voices lend credibility to your messaging.
Focus on Collaboration: Whenever possible, highlight ways your school collaborates with the broader community or local school districts. This reinforces the idea that charters are part of the public education ecosystem.
Messaging Pitfalls to Avoid
Not all messages resonate equally. Here are some common pitfalls to avoid:
Overemphasizing Waitlists or Lotteries: While these may seem like signs of success, they can unintentionally reinforce the perception that charter schools are exclusive or hard to access.
Criticizing Traditional Public Schools: Negative comparisons can alienate families who value their local schools or have ties to the traditional system.
Focusing Solely on Data: While academic results are important, parents often prioritize safety, community, and individualized attention over test scores.
Building Momentum
The key to effective messaging is meeting families where they are and speaking to their core values. By focusing on access, individuality, and collaboration, schools can craft messages that inspire trust and engagement. For example, research indicates that educating voters about the basics of charter schools (free, public, and open to all) leads to measurable increases in favorability and decreases in unfavorability.
At Avela, we understand the challenges schools face in navigating these complex dynamics. That’s why we’re committed to providing tools, resources, and support to help schools succeed. From application systems to enrollment solutions, we’re here to help you tell your story and connect with families.
