226. Be This, Not Just Buy This: Identity Marketing for Schools with Veronica Romney

Why do some schools effortlessly attract families while others struggle — despite offering the same features, pricing, and programs?

The secret isn’t more Facebook ads or another website refresh. It’s identity.

In this game-changing episode of the Schools of Excellence podcast, I sit down with marketing expert Veronica Romney, author of Identity Marketing, to break down why schools that market with identity — not just benefits — win the enrollment game.

🔥 What You'll Learn in This Episode:

✅ The "Be This" vs. "Buy This" Marketing Shift – Why features and tuition rates don’t drive decisions (and what does)

✅ The Emotional Sale That Every School Must Master – What parents are really thinking when they say, "We love it, but we can’t afford it."

✅ The Two Identities at Play in Every Enrollment Decision – And how to speak to both (without sounding generic)

✅ Why Competing on Price Will Sink Your School – And how to make parents feel like choosing you is the best parenting decision they’ve ever made

✅ The One Marketing Exercise Every School Owner Should Do Right Now – To shift from fighting for enrollments to filling waitlists

This conversation will completely transform how you think about marketing and messaging for your school. If you're tired of competing on price and want parents to see your school as the only choice, this episode is a must-listen.

🎧 Listen now and start marketing with identity, not just features.

📖 Want to go deeper? Grab Veronica’s book, Identity Marketing, and unlock the full framework for marketing that creates deep, lasting connections with families.

🔁 Loved this episode? Share it with a fellow school owner and leave a review — it helps more leaders transform their schools with powerful marketing strategies!