SUMMARYIn this episode of the Christian Principals Podcast, hosts Matt George and Mark Zockoll welcome Craig Castle to discuss his research on why parents choose Christian schools for their children. Craig shares insights from his action research, revealing that word of mouth is the most significant factor influencing parental decisions, followed by moral alignment, affordability, and school safety. The conversation emphasizes the importance of effective advertising strategies that resonate with parents' concerns, particularly regarding safety and academic rigor. The episode concludes with a prayer for the educational community and a call to action for schools to better communicate their values and strengths to prospective families. The Christian Administrator Spotlight goes out to Pastor Mark Poorman Sr., Superintendent of Woodcrest Baptist Academy!TAKEAWAYSWord of mouth is the primary factor for parents choosing schools.Parents prioritize moral alignment and safety over academic rigor.Affordability is a significant concern for families.Effective advertising should focus on parents' values and concerns.Schools should leverage satisfied parents as advocates.Billboards and traditional advertising are less effective than personal recommendations.Research shows that parents are less concerned about academic rigor than expected.Safety and bullying issues are top priorities for parents.Understanding parents' motivations can improve school marketing strategies.Building strong relationships with parents can enhance school growth.Why Parents Choose Christian SchoolsThe Impact of Word of Mouth in EducationSOUND BYTES"Word of mouth was the primary factor.""Use your parent champions for growth.""Safety is a top concern for parents."titlesSound BitesCHAPTERS00:00 Introduction and Guest Introduction01:34 Craig's Research Overview05:36 Key Findings from Craig's Research09:43 Factors Influencing Parental Choices13:49 The Importance of Word-of-Mouth16:31 Advertising Strategies for Christian Schools19:44 Closing Thoughts and PrayerKEYWORDSChristian education, parental choices, school safety, academic rigor, word of mouth, advertising strategies, Christian schools, research findings, education podcast, school marketingsummaryInstagram: ⁠⁠⁠⁠https://www.instagram.com/cprincipalspod/⁠⁠⁠⁠Email: [email protected]: www.christianprincipalspodcast.comX: @CPrincipalsPodLinkedIn: ⁠⁠⁠⁠https://www.linkedin.com/company/christian-principals-podcast/⁠⁠⁠⁠Visit ⁠⁠⁠⁠www.herzogfoundation.com ⁠⁠⁠⁠to learn more about what the Herzog Foundation provides for YOUR Christian School!

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