what I learned about marketing from working at a Jewish Community High School
You would think it would be easy to market a product that has intrinsic long-term value, is priced well, offers tremendous flexibility, is an intellectual challenge, offers social experiences and networking opportunities, and even looks good for college.
You’d be wrong.
Welcome to my world where marketing a great product is a struggle.
Here are just a few reasons why, with more to come in future posts:
1. The ‘point of sale’ is often at a synagogue Hebrew school, where we present options for further Jewish education. Need I say more?
For these 7th grade students, they’re in a year bursting with Bar/t Mitzvah invitations and parties. Peeking over the horizon they can see the glimmering opportunity to be ‘outta here’ (as some parents have promised them)…well, you get the point.
2. If students decide to come on board in 8th grade, it might be because they feel compelled (internally or externally) to continue their Jewish education. The choice to attend a community school could mean there were either no appealing options for further education at the synagogue (which may or may not have Confirmation Programs ending in 10th grade) or this student is really, really motivated. Synagogues who have their own Confirmation programs work very hard to keep their students there. More about Confirmation programs later.
3. The ‘product’ we’re offering is impossible to explain to these students. It’s like describing what college is like to a high schooler. You just don’t get it until you go. Which is precisely why so many colleges have figured this one out a long time ago and created pre-college programs for 11th graders. The ‘try it, you’ll like it’ programming through free visits and orientations works.
4. Aha! you say, what about Orientations and Open Houses? These programs do help when conducted at our school sites and both programs capitalize on the fact that potential students need to experience how great it is to sit in on classes, feel the ‘vibe’ at break time, have Q & A opportunities (mostly questions related to their fear of ‘fitting this in’ ), and meet tons of teens who have made the choice to continue and are obviously happy.
5.The difficulty is getting the word out about these options. Synagogues that have their own programs can’t promote it. There are no advertising dollars to spend. Federations, straddling both the synagogue and communal worlds, can’t really get in the middle of this either.
6. Back to Confirmation programs, instituted as a life cycle ritual by synagogues to retain students after the infamous Bar/t Mitzvah drop-off year…all with good intentions. What’s happened though, is that the end point has just been moved up, but it’s rare at that point for students to continue to 11th and 12th grade (for exceptions, read here). Yet, that is exactly the time when teens are ready to engage in Judaism with some maturity, insight, intellectual rigor and curiosity.
7. When these students think that they’ve gone beyond all expectations in continuing even to this point, up to Confirmation…..imagine how hard it is to ask them to sign on for two more years? This is also precisely the time when they are also at their busiest, participating in gobs of outside activities and prepping for college.
More school anyone? How about on a Sunday morning?
Yet, we’re doing quite well despite the above. Go figure.
I believe in what we have to offer–strongly–and as a result, marketing and promotion have become part of my job.
Imagine what impact we could have if we didn’t have such an uphill struggle.
How would you deal with any of these challenges? I’d love to hear suggestions, ideas, or expert marketing advice.