What if the key to filling your school’s enrollment wasn’t just about more marketing but about truly understanding your market?

In this episode, Annie Davis, Chief Product Officer at WeVideo, shares how independent schools can use market analysis to not only validate new programs but also uncover hidden opportunities for growth.

• Market Sizing is Critical: Before launching new programs or adjusting tuition, schools need to assess the true size of their potential market to avoid costly missteps.
• Research and Data Matter: Competitive analysis, demographic research, and surveys can provide invaluable insights into who might be interested in your school—and why.
• Value Proposition Clarity: Schools that understand and communicate their unique value are more likely to attract families that are a good fit.
• Embrace Authenticity: Schools that confidently own their identity can avoid trying to be everything to everyone, leading to stronger community alignment and better word-of-mouth marketing.
• Iterate and Refine Regularly: Market analysis is not a one-and-done task. Regularly revisiting and updating your market research ensures strategies stay relevant and practical.

• How well do we understand the demographics and motivations of our current families?
• What tools and resources could we use to conduct competitive and market analysis in our area?
• Are we confidently and clearly communicating our school’s brand identity and value proposition to prospective families?
• Have we proactively tested and validated new ideas before investing time and resources?
• What small, strategic changes could we make to broaden our addressable market without diluting our brand?