Our marketing approach to parents, particularly mothers, is designed to be both provocative and eye-opening, challenging conventional beliefs about the path to Ivy League admissions. The tone used in our communications is intentionally direct and confrontational, aiming to create a sense of urgency and even discomfort about traditional strategies for college preparation.
In the Instagram, we adopt a point-of-view approach that places the mother directly in the scenario of having potentially hindered her child's prospects by encouraging a traditional, well-rounded path filled with multiple APs and extracurriculars. This method is meant to evoke a strong emotional response, prompting self-reflection and a reconsideration of past choices.
Similarly, the emails to parents uses blunt language, directly stating that conventional methods like sports coaching, booster club participation, and supporting traditional school activities like Model UN may not suffice for Ivy League admissions. They boldly claims that these well-intentioned efforts are outdated and ineffective in the current competitive landscape. This approach seeks to shock parents into realizing that a new strategy is necessary—one focused on guiding their child to develop a world-class, Olympic-level project in an area of passion.
We specifically play into the fact that no parents want to be considered “bad parents”. The current issue is that most parents think that applications to the Ivys is the same as when they applied. This causes them to force their children to waste endless amounts of time on perfecting their academics and taking 20 extracurriculars (that the kids don’t even like). So by telling moms that they are being bad parents and doing the wrong thing for their teens future, it opens up the perfect opportunity to share our course as the answer.
The emails further challenge any skepticism or doubt parents might have about their child's ability to achieve extraordinary success. They suggests that limiting beliefs held by adults shouldn't restrict a teenager's potential. The message is clear: our course offers a unique opportunity to significantly boost their child's chances of getting into an Ivy League school by abandoning conventional wisdom and embracing a more ambitious, focused approach.
In summary, our marketing strategy aims to disrupt traditional beliefs and practices around college admissions, presenting our workshop as a revolutionary alternative that aligns with the current preferences of Ivy League admissions committees. We employ a tone that is unapologetically bold and challenging, aiming to motivate parents to reconsider their approach and take decisive action by enrolling their children in our course.