A “Value Proposition” is a compelling reason that makes a product or service attractive to customers. Here are a couple of examples from the business world:
- McDonald’s – Quick service, relatively inexpensive, kid friendly environments and promotions. “Let’s eat out!” (McDonald’s slogan from the 60’s)
- Uber – Order, direct, and pay for point-to-point transportation conveniently from your phone. “Safe, reliable rides in minutes.”
For Catholic schools, a catchy slogan is not as important as the consistent ability to convince parents that your school will meet the needs of the student and family. This is not a one-time thing, but a constant process of bringing in new families and retaining current families because they see the value provided at your school. To that end, a communications plan that speaks to the value proposition(s) of your school is very important.
The following is an example value proposition exercise for a fictional Catholic school. This includes:
- Identification of audience(s) based on needs
- “Key value statements” that speak to the needs of the audience
- Proof points that demonstrate reasons to believe the value statement is true
- Potential communication methods to highlight the value proposition(s), build awareness of the value of your school, and attract more families to consider your school.