What Is a USP and Why Is It Important to Your School?February 11, 2019
A note from Digistorm: This post was originally published in October 2017. We've updated it to include more valuable, relevant content.
In your travels across most marketing and sales reading, you might come across the acronym, ‘USP’. USP stands for unique selling position, and it’s an important concept for every business, including your school to understand.
Why is knowing your USP important?
There are a number of reasons why it's important for your school to identify and then effectively communicate its unique selling proposition.
1. Creating a basis for a marketing strategy
Your USP is a great starting point for creating your school's digital marketing strategy. Having a unique selling proposition gives your school an opportunity to create content that sparks interest and engages your target audience. Once you've identified your school's USP, you can use it to create powerful and consistent messaging across all of your digital marketing channels. Don't forget: your school can have more than one USP, so remember to focus on the features or aspects that make your school unique in the eyes of prospective parents and students.
Working on your marketing strategy? Make sure you're focusing on inbound tactics.
2. Standing out from the competition
Knowing your school's USP means that you can easily stand out from your competition and capture your audience's attention. In conjunction with your school's digital marketing strategy, you can highlight your USP as a point of difference when guiding prospective parents through your enrolment process.
When if comes to defining what your school's USP is, thinking about your school's ethos, extra curricular activities, community, or use of technology and software. Get creative and think outside the box about what sets your school apart.
3. Generating demand
Enrolments are an important goal, and a unique selling proposition can be a powerful way to help your school create interest, enquiries and even online enrolments. Push your USP through your all of your marketing channels and watch the demand for enrolments in your audience increase.
So how do you identify your unique selling proposition?
Remember that this is a marketing function, so it doesn’t necessarily need to be something tangible (e.g. we are the only school with a three-story library), but can be an aspect of your school that your prospective audience values (e.g. we prepare your child to reach their future goals). As mentioned, prospective parents can also value an improvement in their experience with your school such as the availability of an online enrolment system, a useful and powerful school website or even a parent app.
- Think about your audience: what is important to them in a school?
- Step away from thinking about the school’s goals and think about the goals of potential students. How can you help them reach those?
- Look at local competitors and think about their core values. How can you set your school apart in comparison?
Once you’ve established your unique selling proposition, it’s important to communicate it effectively. Think about all of the marketing assets available to you and remember to ensure that all of your messaging is consistent, regardless of the marketing channel.