Marketing Research for School Innovation

Paul NealInnovationLeave a Comment

All change involves risk. Change that is truly innovative requires understanding and awareness.  Research helps minimize the risk inherent in the decisions around innovation. For the school leader or educator, research provides the intelligence to make informed decisions based on real needs and parent expectations. Awareness of what parents (and students) want allows us to respond to those needs and … Read More

Marketing Research, Part 5: Brand Awareness & Perception

Paul NealThe CACE RoundtableLeave a Comment

In the final installment on marketing research, I want to focus on how awareness and perception impact Christian schools. Awareness is critical to understanding how a school can increase its reach and perception impacts a school’s ability to capitalize on increased awareness.  The two should be explored together because change in awareness impacts reach and change in perception impacts conversion. … Read More

Marketing Research, Part 4: Brand Positioning

Paul NealThe CACE RoundtableLeave a Comment

When working with Christian schools all over the country, one of the first things I hear from leaders or those involved in Christian education is, “we are the best kept secret!” While to some extent this is true, most often your school is known. The problem is what is known is not very significant. In fact, awareness, we often find, … Read More

Marketing Research, Part 3 : Message Testing

Paul NealThe CACE RoundtableLeave a Comment

Do you know what’s important to your current and potential school families? It’s different from what you may call key distinctives or core values (why we do what we do and the words that best describe our deliverable). Key distinctives and core values may be important ways of talking and thinking about your school, but they aren’t necessarily important to … Read More

Marketing Research, Part 1: Price

Paul NealThe CACE Roundtable2 Comments

This is the first in a 5 part series on the types of marketing research that prove to be most effective for Christian schools and how to think strategically about research. This blog series will explore the following elements of marketing research: Pricing Satisfaction Message testing Brand Positioning Brand Awareness & Perception Let’s start with pricing research – maybe the … Read More

Marketing Research: When is it Healthy to Compare?

Paul NealThe CACE RoundtableLeave a Comment

I am a marketing researcher by profession and training. I have been conducting research and leading teams that do research for 20 years. Prior to that, I studied statistics and research methods and used what I learned (sometimes with difficulty) for my own research, not realizing that as a student in a political science graduate program, I would actually use … Read More

Christian Education and the Argument

Paul NealThe CACE RoundtableLeave a Comment

If a biblical worldview is the shared distinctive of all Christian schools, regardless of other distinctives unique to a particular school, then it makes sense for Christian schools to spend time thinking about what that looks like. Even in schools where worldview integration is more aspirational, schools generally know what they are aiming for—instruction that reflects the notion of creation, … Read More

Being Biblical in our View of Leadership

Paul NealThe CACE RoundtableLeave a Comment

Anyone that is familiar with marketing messages of Christian schools can attest to the fact that leadership is high on the list of promised deliverables. In fact, developing leaders, probably more than any other objective, is nearly universally promised. While there are some good opportunities to talk about the challenges associated with what are, at times, wildly optimistic promises, I … Read More

Who Are We Trying To Reach?

Paul NealSchool Leaders, The CACE RoundtableLeave a Comment

I recently worked with a school that was in the process of uncovering key factors in school choice for their current school families.  At the same time, they were exploring key drivers that target families when making decisions about school.  My research, in addition to normative research from around the country, indicates that most Christian school parents use academic quality … Read More