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  • Jackson Clark

What Is Your School's PURPLE COW?

Discovering what makes a school different from others can enable marketers to emphasise these unique qualities and attract more students.


The key is to stand out. Every school wants to be known as one that implements a wide-ranging curriculum, fosters a positive learning environment, and has great facilities. And while parents enjoy hearing confirmation of these aspects from time to time, this messaging is boring and just follows what the majority of education organisations include in their marketing material.


Including what makes the school stand out from the others is what will genuinely capture attention. Take the concepts from well-renowned marketer Seth Godin’s book Purple Cow. It states that after you have been looking at cows all day, they begin to all look the same, often dull, boring, and repetitive. But a purple cow would be a different story altogether; it would capture a person’s attention and the start of many conversations.


Hearing that a school offers a safe environment and a strong curriculum is great, but it will not necessarily capture a prospective parent’s attention. It is Godin’s equivalent of a boring, old, regular cow.


Try to find your school’s purple cow story. Is it the state-of-the-art swimming facility that was just developed? A light-hearted anecdote about a special bench that students have sat on for over 20 years? Or a tradition that is special and exclusive to your school? Alumni who are achieving great things in the business or sporting world?


Find what makes your school unique and accentuate these great characteristics online.