As competition increases and demographics shift, many schools feel an understandable pull to broaden their message. They soften their key differentiators and add qualifiers. Over time, this instinct often leads to an unintentionally diluted message that doesn’t clearly resonate with anyone.

When we speak with administrators, it’s notable how many have trouble identifying and vocalizing their school’s unique selling proposition. To find success, you must be able to define it.

How can school leaders most effectively communicate with the hundreds of individuals who comprise their communities? It starts with understanding that schools have souls.