Making the Case: Standing Out in the Consideration Stage
Welcome to the third installment of our Customer Journey miniseries! So far, we’ve journeyed through Awareness (where families first discovered a need) and Familiarity (where they began to recognize and understand your school). Now we arrive at the pivotal Consideration Stage — this is where prospective families are actively evaluating your school against other options, meticulously weighing the pros and cons to determine if you are the right fit – and getting closer to Conversion (more on that next time).
At this stage, families are highly engaged and serious about making a decision. Your primary goal is to provide them with all the necessary information to confidently choose your school, addressing any lingering doubts and demonstrating tangible value.
What Are People Thinking at This Stage?
In the Consideration stage, the thinking shifts from “what’s out there?” and “what’s this school about?” to “is this the right school for my child and our family?” They’re getting serious and are likely comparing you directly to a handful of other schools. Their thoughts are focused on:
- Making direct comparisons between your school and other shortlist schools – paying close attention to the things that are most important to them or their child
- Looking at tangible and intangible clues that their child will thrive at this school
- Looking at specific admissions requirements and deadlines
- Wondering if the tuition they’d be paying will really be worth it
- Seeing how this school will prepare their child for the future
- Looking at opportunities for financial aid and scholarships
- Thinking through the logistics of drop-offs and pick-ups at your school every day, paying tuition, any impact on their child’s current extra-curriculars, etc.
- Considering the impact on their child, their family, and their social connections – if this would mean switching schools
- Understanding the application process – and knowing who to reach out to for support
They’ve moved past general interest and are now focused on making a well-informed, high-stakes decision.
What Questions Are They Asking?
Families in the Consideration stage are asking detailed, practical questions that will directly influence their final choice. They’re looking for hard facts, clear processes, and compelling reasons to commit – and they’re likely comparing your answers against one or two other strong contenders.
Here are some questions they might be asking:
- What are your academic outcomes (e.g. college acceptance rates, standardized test scores, notable alumni)?
- What is the typical class size?
- Can I speak with an admissions representative about my specific questions?
- What is the tuition structure and what fees are included?
- What support is available for students with diverse learning needs?
- What is the process for campus visits or shadow days?
- What steps are involved in the application and enrollment process?
- What is the school’s philosophy on student well-being?
- What are the opportunities for parent involvement?
- What are the bus routes or transportation options from our neighborhood?
Tip: Transparency is critical here. Provide clear, direct answers to their toughest questions – busy parents will appreciate the honesty, and the opportunity to make some direct comparisons between their options so they can make the best choice (and sometimes even to self-select to a school that’s ultimately a better fit for their child).
Where Are They Looking?
In the Consideration stage, families are actively seeking out specific, detailed information, and direct interactions. They’ve moved beyond a casual browse and are deep into their research.
Your audience at this stage is heavily focused on:
- Your admissions pages. This is their go-to for application instructions, deadlines, tuition details, and financial aid information.
- Scheduled campus visits and open houses. They want to experience your school firsthand, and getting families on campus is key to aid in their decision making.
- Student shadow days. These opportunities to experience a “day in the life” offer a critical opportunity for their child to experience the school. This is especially important because we know the students themselves are often very involved in the decision marking process.
- Interactions with current families/alumni. Families are seeking authentic perspectives and validation.
- Direct communication with your admissions team. Phone calls, emails, and personalized meetings between prospective parents and your team become vital.
- Virtual information sessions and webinars. Parents are looking for more information to help them make a decision – so virtual sessions offer a way to find answers and ask questions. They will be especially drawn to sessions focused on specific programs, financial aid, or the application process.
- Detailed brochures and admissions packets. Tangible materials they can review and share – and refer to throughout their journey.
Tip: Ensure your admissions team is highly responsive, knowledgeable, and empathetic. Their direct interactions are powerful conversion drivers.
What Makes Messaging Effective at This Stage?
Messaging in the Consideration stage needs to be persuasive, informative, and confidence-building. Your goal is to alleviate concerns, highlight unique advantages, and guide families smoothly through the final steps of the admissions process.
Consider these tips when crafting content for the Consideration stage:
- Provide clear calls to action (CTAs). Make it obvious how they can schedule a visit, apply, or contact admissions.
- Address common objections head-on. If tuition is a common concern, highlight financial aid options and the value proposition.
- Showcase outcomes and success stories. Emphasize how your school prepares students for future success.
- Offer personalized experiences. Encourage one-on-one meetings, customized campus tours, or opportunities to connect with specific faculty.
- Simplify the application process. Provide clear, step-by-step guidance and support throughout.
- Highlight your differentiators with data and specifics. Go beyond general statements and provide concrete examples of what makes you superior.
- Emphasize urgency where appropriate. Gently remind them of application deadlines without being overly pushy.
The Consideration stage is the home stretch before families make their decisions. By providing comprehensive information, personalized support, and compelling reasons to choose your school, you can successfully guide prospective families from strong interest to confident enrollment.
Continue the Journey
This post is part of our Customer Journey Miniseries:
- Awareness: Reaching Prospective Private School Parents at the Awareness Stage
- Familiarity: From Curious to Connected — Engaging Families in the Familiarity Stage
- Consideration: Making the Case — Standing Out in the Consideration Stage (you are here)
- Conversion: Getting to Yes — Winning at the Conversion Stage
- Beyond Enrollment: Marketing Beyond Enrollment — Cultivating Loyalty in Your School Community
Follow along to see how families move from first impressions all the way through enrollment—and into long-term engagement with your community.
At Metric Marketing, we develop measurable and practical strategies to help private and independent schools like yours to make the most of your marketing efforts. We’d love to discuss your private school’s marketing requirements with you. Contact us today to speak with our marketing professionals or use the form below to sign up and receive more marketing tips in your inbox.
