Refocus Your Message: Updating Your School’s Key Talking Points for the New Year

As the new academic year kicks off, there’s a lot of behind-the-scenes work happening—teachers preparing classrooms, operations teams sorting logistics, and marketing and admissions teams getting ready for another cycle of outreach and engagement. But before you launch your next campaign or welcome the next wave of prospective families, here’s a question worth asking: Does your school’s message still reflect who you are today?

Schools evolve. Maybe you’ve launched a new program, welcomed a new leadership team, refreshed your facilities, or had a standout year in academics, arts, or sports. But if your messaging hasn’t evolved with you, then you may be missing the chance to tell a sharper, more compelling story—one that reflects your school’s current strengths and goals. That’s why the beginning of the school year is a great time to hit “refresh” on your school’s key talking points.

Refocusing your message doesn’t mean starting from scratch. It means reviewing what you’ve been saying, comparing it with where your school is today, and making smart updates that will help you connect with today’s parents and prospects more effectively. Your talking points are the backbone of all your communications—used in everything from website headlines and open house presentations to email newsletters and social media captions. Getting them right gives your entire team clarity and confidence.

Start by gathering your leadership, marketing, and admissions teams for a short messaging review session. Ask: What are our key selling points right now? What’s changed since last year? Have we added new offerings, shifted focus, or made progress in areas like student well-being, parent engagement, or academic results? This is also a good time to revisit your school’s mission, vision, and values—not just to recite them, but to consider how they’re showing up in real ways across the school.

From here, you can begin to refine your message around 2–3 core pillars. These are the ideas or themes that consistently appear in your school’s story—like academic excellence, global citizenship, personalised learning, or community care. The goal is to ensure those pillars are grounded in current proof points. For example, if your school often talks about personalised learning, do you have a new initiative, teacher training program, or student success story that brings that to life? Adding these fresh, specific examples strengthens your credibility and keeps your message relevant.

Next, consider your audience. Today’s parents—especially in Indonesia’s competitive school landscape—are looking for more than generic promises. They want to know how your school stands apart. Take the time to review what prospective families have been asking during school tours or info sessions. What do they care about most? What concerns or hopes are coming up in conversations? Aligning your messaging with their mindset helps make your school feel more relevant and responsive.

Also, don’t forget to involve your internal team. Teachers, front office staff, even student ambassadors—everyone should be familiar with your school’s key messages so they can reinforce them in everyday interactions. Creating a short “talking points” cheat sheet or simple brand guide can be incredibly helpful. It doesn’t have to be fancy—just clear, consistent, and easy to use. The more aligned your team is, the stronger and more cohesive your school’s brand presence becomes.

Once your message is refreshed, it’s time to bring it to life across your channels. Update your website headlines, refresh your admissions brochures, and revisit your open house presentation slides. Make sure your social media posts reflect the updated tone and focus. Even your email templates and WhatsApp responses can benefit from tighter, clearer messaging. This step might feel tedious, but it’s worth it. Consistency builds trust—and trust is at the heart of every successful school-family relationship.

The beginning of the academic year is full of potential. Families are in decision-making mode, and your school has a short window to make a strong impression. A sharp, up-to-date message can help you cut through the noise and connect with the right families—those who will thrive in your community.

So, take the time now to review and refocus. A few thoughtful updates can breathe new life into your communications, sharpen your competitive edge, and give your team the tools to tell your school’s story with more confidence and clarity.

We’d love to know—how does your school approach messaging updates? Have you refreshed your talking points for this year? Leave a comment below and let’s share ideas to start the year strong, together.