Q: Branding is often a challenge for schools, but The Clover School’s message—a heart-centred education—comes across clearly and consistently. Could you tell us more about how you approach branding?
The clarity and focus of our school brand is a testament to our founders. The Clover School has been around for almost 30 years. Our brand is heart-centred and rooted in the Montessori method.
We want families to understand that the Montessori method is supporting our core values, which are the four pillars of health, heart, mind, and soul. We show how these are embedded in the Montessori method and they’re central to how we tell our story.
We want to ensure we deliver on the Montessori promise from the start. We spend time educating parents who may not fully understand it. We might get grouped with other Montessori schools, but I don’t see that as a drawback. It gives us a chance to engage with families who already appreciate the approach.
In terms of branding in general, it ultimately comes down to what families experience. Although I disagree with Jeff Bezos on a lot of things, I agree when he says, “Your brand is what everyone says about you when you’re not in the room.”
And I think we’ve done a good job of providing an incredible experience for our families. We can do all the marketing we want. But so much of the work of marketing happens naturally through word of mouth. Of course, a brand should be protected, too. A hiccup in a 30-year period can be massively detrimental to your brand.
Q: How does marketing in the education sector, especially for schools, differ from marketing in other fields?
The biggest difference is in the gravity of the family’s decision. Whether they're choosing a childcare institution, a private school, or a university, it’s one of the most important decisions they’ll make. For younger children, you’re shaping their environment during their impressionable years.
It’s not an ordinary buy-and-checkout situation. It’s a major decision, especially for younger children, as parents are entrusting you with what matters most to them. Ultimately, you're selling trust. It’s good to know the algorithms and technical side, but if you can’t relate to parents, it’s not going to work.
This is a longer-term decision, and parents often do extensive research. Initially, you want them to trust you enough to come for a tour and experience the school firsthand. Then, there’s the “after,” which involves continually showing value to those parents. The marketing flows naturally from there.
Q: In your view, what are some common pitfalls that school marketers should avoid?
I think a lot of marketing professionals feel they need to be everywhere. It’s much better to be skilled at a couple of channels than to spread thinly across every platform, trying every technique and gimmick. My career in marketing has been about getting good at what I do and focusing on the end user—in our case, the families—rather than the tools.
Marketing teams are usually small, especially in schools, and platforms evolve quickly. It’s very hard to master them all and stay on top of everything, particularly with a small team. Google, Facebook, and Instagram constantly update their algorithms. If you aren’t staying current, it’s hard to deliver on other aspects of the job.
By focusing on families and what they genuinely want, where they usually get their information from, you can streamline your efforts and get your message across more effectively.
Most people assume they should focus on attracting new families. But if you audit most school accounts, you’ll find that the followers are current families. It’s more about telling the story of current families. Retention should be part of your marketing recruitment strategy.
It’s also important to align your strategy with your marketing team’s strengths. If your team has a strong visual sense, go with visually inclined platforms. If they’re highly technical, maybe lean into SEO.
Q: What other practices do you recommend school marketers use to increase their effectiveness?
In general, I think marketers don’t spend enough time talking directly to the customer. This is a widespread issue, not limited to education. Information often filters through intermediaries—head of school, principal, teacher, etc. But no matter your position in the marketing hierarchy, you should always be talking to the end user. If you’re going to invest time, why not spend it with the people you’re trying to reach?
You could do this through your channels, using social media or messaging platforms to gather feedback before investing too much time in something.
Q: Do you emphasize different aspects of the school when introducing it to new families compared to those who have already done research?
We often refer back to Montessori’s child-led approach and emphasis on fostering independence. What parents most want to know is what their children will gain from the experience. Many benefits of Montessori, like strong soft skills, help children stand out.
There’s research showing that Montessori alumni excel in these areas, and we make sure to highlight that.
Q: How has your perspective on marketing evolved over time? Are there specific influences that have guided this change?
I would have had a clear answer for you 10 years ago. Someone like Gary Vaynerchuk, who’s all about pushing storytelling, has since pivoted toward empathy, which resonates with me. His shift aligns with today’s parents, as you want them to feel something. “Parent-first, family-first” is the message I layer onto any strategy. I admire how he’s evolved, as it’s different from his earlier approach. Right now, I’d say he’s my biggest influence. But anyone who really values storytelling inspires me in that way.
Q: Reflecting on your career, what advice would you give your younger self?
I’m a very technical marketer, which has driven much of my career, but I’ve come to see that storytelling trumps technical knowledge. Good storytelling will always outshine a deep understanding of algorithms.
The best marketers combine creativity with analytics. I call myself a data-driven creator, but I wish I had emphasized storytelling earlier.
Storytelling isn’t necessarily about perfecting every element; it’s about creating a feeling, whether it’s humour, joy, sadness, or excitement. For instance, our internal mantra is “We want students, parents, and teachers to skip to school,” which shapes everything we do.
Q: How do you see school marketing evolving in the coming years?
Parents’ expectations are shifting. There will likely be a stronger emphasis on (a) community and (b) transparency. We’ve already seen a shift to digital media, but if you build the right community, traditional marketing may become less necessary.
For us, sharing the brilliance of Montessori means educating people and building community. That includes current families, alumni, prospective families, and anyone curious about what we do.
Q: Is there anything I haven’t asked that you’d like to share?
One thing I’d like to emphasize is that marketers don’t spend enough time engaging with people directly. Many rely too heavily on a few reports. I’m often on campus at open houses and events, even though it’s not required of my role. Talking to parents and teachers fosters a culture of transparency.
Take a look at The Clover School’s detailed report on OurKids.net
