Crane: Unfold Your Story

It’s not just how you say it, it’s how your parents hear it

Every day, your school confronts a basic yet crucial challenge: reaching the parents you need to reach, in ways that resonate for THEM. That’s quite different than telling them all about your school and expecting them to engage. Each parent archetype carries with it different expectations, different ways of processing information, different ways of viewing and interpreting the world—and their children’s place in it. In this how-to session, learn to identify the psychographics of your school’s various parent subgroups, and then see how to build targeted messages—based on empathy, not pandering—that break through and get results. Join Patti Crane for a practical, example-filled discussion featuring four unique independent school parent campaigns.


presented at the Secondary School Admission Test Board (SSATB now EMA) 2015 Annual Meeting