Andrea Jarrell :: 301.591.3777

When a school hires me to develop their brand they will sometimes ask, "What makes a good client?" My answer is, "a clear-eyed, true believer." Clear-eyed because schools need to be willing to take a sober look at themselves in the context of what prospective students and families want and in terms of what other schools offer before they think about what makes them special. A true believer because, despite the sober look, they still need to fervently believe that their school offers something extraordinary. Finding that nexus of authenticity and passion is what the market "sweet spot" is all about. Read the story here.





						True Friends Tough times and a new generation of donors are causing institutions to rethink donor friendships Today's donors want deep connections with institutions that matter to them and share their values. If an institution engages constituents just to ask for money, it may miss out on true friendship with donors who want to be more involved. Read the story here. See more articles here.
		Marketing Your School's "Sweet Spot" By Andrea Jarrell When a school hires me to develop their brand they will sometimes ask, "What makes a good client?" My answer is, "a clear-eyed, true believer." Clear-eyed because schools need to be willing to take a sober look at themselves in the context of what prospective students and families want and in terms of what other schools offer *before* they think about what makes them special. A true believer because, despite the sober look, they still need to fervently believe that their school offers something extraordinary. Finding that nexus of authenticity and passion is what the market "sweet spot" is all about. Read the story here.