Should You Abandon Core Values When You Need Bums on Seats?

When enrolments are down, schools are closing, and the pressure is on, it’s tempting to think:

"We’ll get back to our values later—right now, we just need students."

But here’s the truth: your values matter more in tough times, not less.

When the market is competitive, and families, agents, and students have more choices than ever, your values are what set you apart. They dictate how you attract students, work with agents, and build long-term trust—even when things feel uncertain.

So, should you abandon values just to get bums on seats? Only if you want short-term wins that cost you long-term success. And sometimes, that’s what is needed as the long-term isn’t guaranteed without the short term seats being filled. But let’s be optimistic - you have a future. So.. what now? Do we ditch our values? Water them down? Or hold firm? 

Why Values Matter Even More in Tough Times

When pressure mounts, some schools and agencies start making reactionary decisions:

🚨 Slashing fees just to compete (and devaluing their offer in the process)
🚨 Dropping admissions standards for students who aren’t the right fit
🚨 Partnering with the wrong agents just to fill quotas
🚨 Overpromising and under-delivering, damaging reputation and retention

These tactics might increase numbers in the short term—but at what cost? High dropout rates, dissatisfied students, exhausted teams, and a damaged brand.

Instead, the schools and agencies that survive and thrive in tough times do this: they double down on their values and use them to guide smart, sustainable decisions.

How to Stick to Your Values AND Increase Enrolments

Values aren’t just about feeling good; they’re a strategic tool that helps schools and agencies attract the right students, retain them, and build a reputation that keeps enrolments coming.

Here’s how to use your core values as a competitive advantage, even in a tough market:

1. Attract Students Who Are the Right Fit (and Will Stay)

Not all students are right for your school. If you accept students who aren’t a fit, they’re more likely to drop out, struggle, or move on, and tell others.

Instead, use your values to guide your marketing and admissions conversations:

• If you value academic excellence, don’t promise an easy ride.
• If you value student support, highlight your mentorship, not just your facilities.
• If you value career progression, showcase alumni success stories, not just “fun experiences.”

👉 When families see their own values reflected in yours, they choose you—and they stay. Especially if they are paying a premium.

2. Price With Confidence (Instead of Playing the Discount Game)

Dropping prices might seem like an easy way to attract students, but it devalues your offering and attracts price-driven, not quality-driven, students.

Instead, reinforce the value behind your fees:
✅ Emphasise quality of teaching, outcomes, and student success.
✅ Use real testimonials and case studies to show why your offer is worth it.
✅ Offer flexible payment options, not desperate discounts.

👉 Parents and agents invest in what they trust. Price integrity builds trust.

3. Strengthen Agent Relationships for Higher-Quality Leads

In a tight market, your relationships with agents can make or break enrolments. But not all agents align with your values.

Instead of chasing high-volume, low-fit agents, focus on quality partnerships:

• Work with agents who understand your values and can communicate them well.
• Train them to qualify students properly so they send students who will succeed.
• Keep them engaged with regular updates to build long-term commitment.

👉 A strong agent network sends better students, not just more students.

4. Keep Your Team Focused (Instead of Panicking)

When enrolments dip, teams feel the pressure. Without clear direction, they’ll make decisions out of fear—compromising quality, making false promises, or burning out.

Instead, use your values as a North Star:
✅ Ensure marketing, admissions, and student support are aligned.
✅ Train your team to sell based on values, not just urgency.
✅ Celebrate success stories that reinforce why your values work.

👉 A confident, values-driven team attracts the right students and keeps them happy.

5. Build a Reputation That Fuels Word-of-Mouth Referrals

When families and students trust you, they become your biggest advocates.

Instead of chasing short-term enrolments, create a values-driven experience that turns students into ambassadors:

• Ensure your onboarding and student support reflect your promises.
• Stay in touch with alumni and use their stories in marketing.
• Deliver an experience so strong that students refer their friends and family.

👉 A school or agency that lives its values doesn’t just survive in tough times—it builds a referral pipeline that keeps enrolments steady for years.

The Bottom Line: Your Values Are a Competitive Advantage

When schools and agencies panic and compromise, they risk their long-term reputation. But those who stay true to their values and use them to guide smart decisions?

They attract students who stay, build trust with parents and agents, and create sustainable success—no matter what the market is doing.

So before you abandon your values, ask yourself:

"Are we looking for quick wins, or do we want to build a reputation that lasts?"

📢 

Need help refining your values so they actually help you attract and convert more students? Let’s chat.