Beyond Discounts: Why Schools Shouldn’t Rely on Freebies for Big-Ticket Admission

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School admissions are among the most significant decisions parents make, involving substantial financial costs and long-term commitments, including annual fees. This high-stakes decision cannot be taken lightly, as it directly impacts the child’s education and future. While some schools and marketers may resort to offering discounts and freebies to influence parents' decision-making, this practice raises concerns, particularly when it comes to big-ticket investments like school admissions.

In this article, we will explore the reasons why relying on discounts and freebies may undermine the value of a school and propose better strategies for influencing school admissions in a sustainable and meaningful way.

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School admissions are not a typical purchase but a “big-ticket decision” with far-reaching consequences for both parents and children. When deciding on a school, parents evaluate several factors beyond cost, such as the quality of education, environment, and long-term benefits for their child’s future. Offering discounts can distort this careful evaluation process, creating the false impression that price is the only determinant.

Instead of focusing on temporary incentives, schools should emphasize the inherent value they provide. By highlighting academic performance, teacher quality, and the overall development environment, schools can appeal to what parents truly value in education.

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One of the biggest risks of offering discounts in school admissions is the potential to damage the perception of quality. When a school provides a discount, it may unintentionally signal that its educational offerings are less valuable than those of competitors who maintain consistent pricing. For schools that position themselves as premium institutions, discounting can be especially harmful to their brand image.

Schools should be cautious, as the perception of a top-tier institution is often tied to its fees. Parents may associate lower costs with compromised quality or question the school’s commitment to maintaining excellence. In contrast, schools that stand by their fee structure project confidence in the value of their education.

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Although discounts may generate a quick surge in admissions, they do little to build long-term trust between the school and the parents. School admissions are not a one-time event; they are the beginning of a multi-year relationship between the school, the student, and the family. Trust is key to this relationship, and discounts are a weak foundation for trust-building.

Parents need to know that their financial commitment is secure and that the school will maintain its standards over time. Relying on discounts may lead them to question whether the school can deliver consistent quality throughout their child’s education. Instead, schools should focus on transparency, open communication, and demonstrating long-term value.

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Branding plays a crucial role in school admissions. A school's brand represents its reputation, quality, and the value it promises to deliver. When schools resort to discounts and freebies, they risk undermining their brand value. This is especially problematic for schools that position themselves as premium institutions. The moment a school begins offering discounts, it may no longer be viewed as a premium choice, which can deter parents who are willing to pay more for top-quality education.

Schools that invest in building a strong, consistent brand—one that reflects academic excellence, holistic development, and a commitment to students—will find that parents are more likely to invest in their services without needing financial incentives. A premium school’s brand should speak for itself, attracting parents who prioritize long-term quality over short-term savings.

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From a business perspective, relying on discounts can be detrimental to a school’s financial sustainability. The operational costs of running a school—hiring experienced teachers, maintaining facilities, and investing in technology—are significant and ongoing. Offering discounts compromises the school’s ability to generate sufficient revenue to cover these expenses.

If schools repeatedly use discounts as a tactic to fill seats, they may find it challenging to invest in areas that directly impact the student experience, such as curriculum development, infrastructure upgrades, and extracurricular programs. A better approach is to maintain a robust financial model that allows the school to sustain quality while offering parents value for their investment.

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Parents are not simply looking for the cheapest option when it comes to their child’s education—they are looking for value. They want to know that their child will be in an environment that fosters learning, growth, and future success. Schools that focus on communicating their value proposition—rather than offering discounts—are more likely to build trust with parents.

By showcasing unique aspects such as a rigorous academic curriculum, experienced faculty, extracurricular activities, and a supportive learning environment, schools can attract parents who prioritize quality education. The focus should always be on the benefits of the school rather than price reductions.

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In other industries, especially luxury sectors, relying on discounts has led to unintended consequences. For instance, luxury brands that offered frequent discounts often saw a decline in their perceived value, which eventually hurt their sales. Similar lessons can be applied to school admissions, where offering discounts can erode trust and weaken the school’s position as a premium institution.

Schools must learn from these examples and recognize that long-term success comes from building a solid reputation and offering consistent quality. In the case of education, cutting fees may compromise the very things parents value most: quality teaching, a nurturing environment, and excellent facilities.

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Instead of offering discounts, schools can employ more effective strategies to attract parents by focusing on value creation. Schools should highlight the benefits they offer, such as small class sizes, individualized attention, innovative teaching methods, and successful alumni. By showing parents how the school prepares students for long-term success, schools can appeal to their deeper concerns about education quality and future outcomes.

Other alternatives include organizing open houses where parents can experience the school’s culture firsthand, sharing student success stories, and creating platforms for parents to engage with teachers and administrators. These approaches foster a stronger connection between the school and parents without relying on financial incentives.

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School admissions should not be treated as a transactional process where discounts and freebies are the deciding factors. Instead, schools should focus on building meaningful relationships with parents, based on trust, shared goals, and a commitment to providing the best possible education for their children. Discounts may lead to short-term wins, but long-term success in school admissions comes from demonstrating consistent value, maintaining high standards, and investing in the future of each student.

By moving away from a discount-driven approach and focusing on these values, schools can attract parents who are ready to make a genuine investment in their child’s future.