What do parents really look for in a school?
This is the term when parents start thinking seriously about the next stage in their child’s education. They browse websites, attend open days, ask friends for recommendations, and compare schools. It’s a pivotal moment—a time when decisions are made that shape a child’s future. It is also a term in the Northern hemisphere when we start recruiting staff ahead of the new school year.
Whether it’s attracting new students and their families or recruiting talented teachers, this period represents prime marketing season. Standing out, however, can be challenging. Many schools focus on the same features: test scores, tuition fees, or shiny facilities. Business experts describe this approach as Red Ocean thinking—competing in a crowded market where everyone is offering similar messages.
By contrast, Blue Ocean thinking encourages schools to consider how they can truly differentiate themselves. Instead of competing over what already exists, it focuses on creating new space, experiences, and reasons to be chosen. This business model can be a helpful lens for schools as they plan how to market effectively to new parents, students, and staff, showing what makes their community genuinely unique.
“Red Ocean thinking competes over what already exists. Blue Ocean thinking asks a harder question: how are we genuinely different?” — Robert Fenlon
Red Ocean vs Blue Ocean thinking comes from a business strategy framework called Blue Ocean Strategy. This approach was developed by professors W. Chan Kim and Renée Mauborgne at the business school INSEAD and first introduced in their 2005 book Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant.
Red Ocean thinking is about fighting for the same audience everyone else is chasing—whether that’s students or teachers. It focuses on outperforming rivals and claiming a bigger slice of an existing market.
Typical ‘Red Ocean’ approaches in schools:
- Highlighting facilities, salaries, or perks because all other schools do
- Emphasizing academic results or job titles without showing unique value
- Using messaging that feels interchangeable or generic
The result?
- Parents may struggle to see a meaningful difference between schools.
- Teachers may struggle to understand why they should choose your school over another.
The “red ocean” metaphor is apt: it’s a crowded pool, full of competition, where everyone is trying to stand out—and the water turns red.
Blue Ocean thinking flips the approach. Instead of competing for the same students or teachers as everyone else, schools create new space, experiences, and reasons to be chosen. The water is calm and open, giving room to innovate and highlight what makes the school truly unique.
Blue Ocean strategies for schools:
- Showcase unique learning programmes or student-led projects
- Emphasise strengths-based growth and personalised pathways for students, and career development opportunities for teachers
- Share stories of students and staff making real-world contributions
- Highlight experiences that no other school can offer, from innovative teaching approaches to a distinctive school culture
The goal: Make both parents and teachers feel that your school is distinct, purposeful, and transformative, not just another option in the market.
What parents and teachers really care about
At this stage:
Parents are looking for:
- A school that nurtures academic and personal growth
- Opportunities for meaningful learning experiences
- An environment where their child’s unique strengths and potential are valued
- A sense of community, purpose, and identity
Teachers are looking for:
- A workplace that supports professional and personal development
- Opportunities to contribute to innovative projects and meaningful initiatives
- An environment where their strengths are recognised and valued
- A sense of purpose, collaboration, and belonging
Blue Ocean thinking allows schools to speak directly to these needs, helping both parents and teachers see why your school is the right choice—not just another option in a crowded market.
Over to you …
Step 1: Identify
- List how the school currently markets itself to parents, students, and staff.
- Highlight items that everyone else offers (Red Ocean areas).
Step 2: Innovate
- Brainstorm ways your school could stand out.
- Focus on what makes your school truly different.
Step 3: Plan
- Select 3–5 top Blue Ocean ideas.
- Decide how to showcase them in marketing, recruitment, and events.