Values, Values Everywhere

If there's one positive thing this struggling economy has produced for independent schools, it's a renewed focus on values. When folks are feeling down and out (even if they haven't been personally affected by the economy), they tend to focus on the importance of a values-based education. Therein lies the market niche for independent schools, but it's a niche that tends to be ignored during boom times.

If you're wondering where to concentrate your efforts these days for enrollment and marketing, keep your eye on the value of what your school offers. People will continue to pay price X for an independent education during an economic downturn, but they'll only pay it for what matters to them most -- their values system.