The Enrollment War: Psychographic Weapons for Market Domination

Why Demographics Fail

Demographics predict access. They don’t predict choice. Parents choose based on beliefs: safety, advancement, rigor, identity, logistics. Compete there.

The Four Archetypes (Market-Agnostic)

• Believers: mission/values first. Proof = stories + discipline.
• Builders: advancement ROI. Proof = results, pathways, alumni.
• Skeptics: risk minimizers. Proof = safety, transparency, track record.
• Status-Seekers: prestige cues. Proof = awards, selectivity signals.

Adapt names and details to your city; the motivations persist.

Message Kits (One per Archetype)

• Headline: 8–12 words addressing the core belief.
• 3 Proofs: artifacts/screenshots, not adjectives.
• CTA: next step aligned to risk tolerance (tour, call, event).

Add a simple grid table here if you want to publish your four kits inline.

14-Day Execution Plan

1. Days 1–2: Build archetype map from current families (quick survey + interviews).
2. Days 3–5: Draft four message kits. Collect proof artifacts.
3. Days 6–8: Launch two archetype-specific landing sections on your enrollment page.
4. Days 9–12: Run two targeted outreach moves (community groups + referral texts).
5. Days 13–14: Host a micro-event tailored to the highest-value archetype.

Instrument the Pipeline

• Track visits → inquiries → tours → applications by archetype.
• Measure message lift: which proof closes the gap fastest?

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