Category Archive for: ‘New Ideas’
It’s always been the case, but is even more so now as the economy’s engine slowly (painfully slowly) begins to crank back to life: Patrons want value from anything they chose to – or have to – invest in.
But how do patrons decide whether or not they are getting good value? What they are telling us, via our research, is that their value equation has three parts to it:
What I see: Do the buildings look cared for? Do the students who are being educated appear to be solid citizens in the community? (Good luck with having that be viewed as universally the case.) Do the teachers, principals, administrators and Board of Education members seem to be pulling in the same, positive direction?
What I hear: Not so much from the district – although news from the Central Office and the individual schools does play a part – but more from what the neighbors are telling me. What the teachers are saying. What my kids are saying about what happens in school.
What I believe: Do I start with the general view that the school district is effective and efficiently run, or do I have nagging questions? What’s happening that’s impacting that view?
But understanding that value is not something that the majority of your patrons associate with a numerical equation will help guide your brand-building communications toward messages that demonstrate value on the patrons’ terms.
As state budgets slog toward finalization, and school districts are close to getting a fairly accurate sense of what their resources will be for the year to come, it’s more important that ever not to lose the patron relationship traction gained during the weeks and months of anxiety.
School districts that engaged their patrons in the process by presenting the facts, seeking input, and keeping citizens informed as difficult budget decisions were being made locally could easily find themselves exhaling and, at the same time, forgetting that patrons remain interested. In essence, if you sought their involvement as a way of protecting your flank as difficult decisions were being made (“Patrons were asked to comment…”) don’t ignore them now that the surgery has been completed on the coming year’s budget.
Why? Two big reasons.
First, this situation is one large part nightmare, but one small part blessing. The blessing is that you’ve taken advantage of a true opportunity to partner with your patrons in making difficult decisions. They may not have liked all the choices your school district made when the final cuts were selected, but they saw that you gave them the opportunity to speak up when it really mattered. This has positively changed the dynamic – even in districts that already had a great relationship with their patrons. Take full advantage of it, by communicating early and often just how important patron input was in the decision-making.
Second, if you’ve been successful in telling this three-part story – less money from the state plus lower local property values equals cuts for us – you’ve already begun selling the notion that you’ll need some tax adjustment at the local level (assuming that such a proposal is possible in your district), without saying a specific word about it. The biggest impediment to getting patrons to support an increase – “You just need to cut first” – is gone, and not in secret, but in huge headlines in the local media and at the coffee shop. While the time might not be right for such a proposal just now, keep up the drumbeat of your district’s fiscal responsibility and patron involvement so that when you make your pitch, the foundation will already have been laid.
“Thank you. Thank you very much.”
That is the staple quote for every Elvis impersonator on the planet – a tribute to the King’s well-documented habit of thanking his audience for applause. It’s a lesson we all could learn from the man from Memphis.
When’s the last time someone from your school district said “thank you” to a patron? An average patron ponies up thousands and thousands of dollars over a lifetime supporting his or her local school district. Yet I doubt most have ever heard the words “thank you” from a district staff member, teacher or student for this investment.
What an opportunity! What if every school district employee made it his or her personal goal to say “thank you” to a random district patron today? It would give immediate substance to the idea that “education is a partnership,” would offer meaningful, long-term brand-building benefits for the district, and create the kind of environment that increases the likelihood of success for ballot measures – no matter what the economic climate.
Try it, and let us know what happens. Hey, it worked for Elvis.