Page 10 - Education Supplement_Issue 2_ 2022

ST PETER’S COLLEGE –

DELIVERING ON OUR

BRAND PROMISE

Access to quality education is a discussion, which many of us are having these days.

By Nosipho Nkosi, Marketing and Admissions Manager, St Peter’s College

outh Africa’s democratic government entry, such as preferences given to ‘old independent schools in South Africa
emphasises the right of all South pupils’, the ‘extras’ that cost hundreds are brands requiring marketing, public
SAfricans to access basic education, of rands, the selection of students based relations, communications and thought
irrespective of race, culture or religious on performance levels, the language leadership.
beliefs. There is, of course, a robust debate barriers and so forth, perpetuated that
around the right to education vs quality belief. I even questioned the teachers in Interaction with other independent
education, but that is a topic for some the classroom, the pastoral care and the schools has given me insights into how
other time. Suffice to say that independent community service programmes delivered such schools operate, and I have observed
schools are at the forefront of providing by the independent schools. keenly how well my own school, St Peter’s
the very best educational experience for College, delivers on its brand promise of
their students. However, being in the school environment enabling students to get the most out of
as the Marketing and Admissions Manager their childhood whilst preparing them for
Parents sometimes question whether the for St Peter’s College in Johannesburg, and tomorrow’s complex world.
value of placing a child in a private school interacting with private school alumni,
environment is in line with the fees this coupled with my own professional and St Peter’s offers academics, sport and
requires. South African independent parenting journey, has resulted in a cultural activities in a professional, yet
schools have historically been perceived 180-degree turnaround in my opinions informal environment, where students
as elitist and prejudiced environments about independent education. will learn to take responsibility and have
and, therefore incapable of thoroughly fun and where they will receive individual
preparing their students for life in the BRAND PROMISES attention, yet gain a sense of community.
‘real world.’ They will also learn about the importance
As a marketing and communications of heritage and forward-looking, pioneering
I confess that I, too, once believed that professional, I am primarily concerned thinking at our school, which is truly
independent schools were a too privileged with brands and scrupulous about the South African and world-class. A St Peter’s
and unrealistic setting in which to learn alignment of the public perception with education will help them develop into
about the challenges of life. Barriers to the internal brand. I firmly believe that resilient and caring adults.

Education | August 2022 | 8