“Experienced parents and teachers know that Christian
schools are not knowledge factories. We are in the education business, which is not the same thing as manufacturing. It is not even the same thing as training. Educators have taken on the task of formation—as one writer has expressed it, schools are about formation, not primarily information. This is just another way of saying that education must be pursued as though people mattered.
But that’s as far as it goes, even when a school is a good
school, and this crucial reality is remembered in the administration of the school and the day-to-day instruction
in the classroom. When it comes to marketing that (excellent) school, two kinds of failures are common. Either the school is not marketed at all, or the school defaults to the American factory settings, which means the school is marketed in the same way other products are. Be it butter, cars, books, widgets, or schools, we revert to what someone learned in his business major thirty years ago. But it is a new world, and Ralph Cochran has provided us with a valuable service. He proposes a way of marketing your school as though people mattered, and, as it turns out, this is consistent with the conviction that results matter also.”