Marketing as a Community Practice

In a former life, I was a cultural rhetorician—a career spent analyzing how people persuasively engage with one another, whether through the arguments they make, the clothing they wear, or the cultural practices they uphold. Rhetoricians often say that “everything is an argument,” a shorthand for the idea that all of our choices, conscious or not, communicate a belief to others. That concept holds true at schools like Fayerweather, where the “product” we’re marketing is powerful but multifaceted—an education that centers each child within the framework of a larger community.

What this means is that the first way we market the school is through how we build and sustain our community. When parents and caregivers engage in the life of the school, they’re communicating a message to those who see them nourishing (and being nourished by) a vibrant school community. When staff and faculty show up to events outside the classroom, it reinforces that our educational mission is comprehensive—that learning happens everywhere. And when we open our doors to the broader community—through clothing drives, guest speakers, performances, and more—we send the message that Fayerweather is invested in more than just those who attend our classes. 

The second way we market the school, of course, is how we talk about it. Most obviously, this would include things like the school’s advertising campaigns, direct marketing, social media, and more. But it also includes how each of us as a member of this community articulates our experiences at Fayerweather and the value we see in it. Whether an individual has taken Fayerweather’s Word of Mouth Ambassador training or not, each one of us is an ambassador. (That said, the training is valuable for helping us be more purposeful about it!) 

One key thing to remember is that prospective families are looking for outcomes when they’re choosing a school—though those outcomes may differ from family to family. But when we’re immersed in the daily rhythm of being students, parents, caregivers, and educators, we often talk about experiences rather than outcomes, assuming the connection is self-evident. For example, the Regatta is a time-honored (and incredibly fun!) Fayerweather tradition, but to an outsider it may not be obvious that it’s also the culmination of significant scientific learning (testing buoyancy, aerodynamics, etc.) and social-emotional growth (cooperation, sportsmanship, teamwork, and more). We do the Regatta because it’s a tradition—but it’s a tradition because it has proven to be a reliable educational experience that encapsulates the best of a Fayerweather education.

I encourage everyone—parents, caregivers, staff, and board members—to sign up for a Word of Mouth Ambassador training. As those who have taken it can attest, it’s really about helping you identify what you already know and preparing you to draw on that expertise when the moment presents itself. (Our next in-person training is Thursday, November 6—sign up if you’re interested!)

At the end of the day, what I want everyone to remember is that each one of us is a walking advertisement for Fayerweather—just as you’re a walking advertisement for your work, your passions, and your communities. From our relationships with one another to the ways we demonstrate our values, recognizing this reality gives us the opportunity to purposefully and powerfully bring others into the amazing, dynamic community we are constantly building.