What if the way your school serves parents today is the difference between thriving or merely surviving in the years ahead??

Not just in terms of education for their children, but also in the experience of being part of your school community. How easy is it to engage, how well are their expectations understood, and how often do they feel their choices matter?

Schools often pride themselves on being inclusive and community-oriented, but too frequently, we default to a one-size-fits-all parent experience. Everyone gets the same updates, the same invitations, the same opportunities for involvement. And while this seems equitable, it often produces frustration.

Some parents want more engagement.

Some want less.

Many simply want a choice.

That’s where the “Good, Better, Best” (GBB) model, used successfully in other industries, offers a provocative lens for schools.

What is the GBB model?

In its simplest form, GBB offers tiered experiences or service levels to match differing customer preferences.

William Poundstone, in Priceless: The Myth of Fair Value, explains:

“When people are given three prices (think of those for small, medium, and large coffee), and they have no strong preference, they tend to pick the ‘middle’ price.”

This applies beyond pricing—people like to choose an experience that feels right for them.

Businesses use this model not just to drive revenue, but to better satisfy a diverse customer base by offering clear, meaningful choices.

Why it works for schools

Parents are not a homogeneous group. Some want detailed involvement, others prefer a light-touch relationship. Some are eager for enrichment activities, others prioritise academic outcomes alone. Offering differentiated experiences helps meet these varied needs.

Parents are already exercising choice between schools, often driven by price points, perceived value, and the alignment of offerings with family priorities. In this environment, adopting a GBB approach allows an individual school to differentiate its offerings within its own ecosystem, giving current and prospective families clearer and more attractive ways to engage.

Importantly, this isn’t about creating a hierarchy of ‘better’ families. It’s about recognising diversity in parental expectations and giving families respectful ways to align with their preferences and capacity.

What GBB could look like in schools

• Co-curricular participation
  • Many parents view co-curricular activities as a key differentiator between schools. A GBB approach here could allow families to choose from open access programs (broad, inclusive offerings), priority access to popular options (early registration or reserved spots), and curated pathways with coaching or mentorship (for those seeking a deeper developmental experience for their child). This empowers parents to align their child’s participation with their interests, aspirations, and available family time.
• Pastoral care touchpoints
  • Wellbeing is increasingly at the forefront of parents' minds. Schools can offer a base level of scheduled wellbeing reports and check-ins, allowing families to opt for additional consultations or participate in more individualised support programs. For some parents, knowing there is deeper personalised support available (if needed) provides reassurance. For others, the standard level may be perfectly adequate.
• Academic reporting and conferencing
  • Moving beyond static reports, schools can offer interactive online dashboards that allow parents to explore their child’s progress in greater depth and in real time. For those seeking even more engagement, tailored progress conferences—perhaps involving multiple staff or specialists—can offer a richer, more collaborative academic conversation. This provides families with choice around how deeply they wish to engage with academic feedback, without overwhelming those who prefer a more straightforward approach.

The value of choice

Choice itself is powerful. Sheena Iyengar writes in The Art of Choosing:

“What you see determines how you interpret the world, which in turn influences what you expect of the world and how you expect the story of your life to unfold.”

When parents experience clear, respectful choices about engaging with their child’s school, they are more likely to feel empowered, valued, and connected.

Iyengar also notes:

“The challenges we face when it comes to identity and choice exist precisely because choosing is not only a private activity but a social one, a negotiation between many moving parts. Choice requires us to think more deeply about who we are, both within ourselves and in the eyes of others.”

Schools that offer meaningful choice give parents space to express identity and values within the school community.

Potential risks and cautions

Of course, this must be implemented with care:

• Avoid perceived elitism. All service levels should meet a baseline of excellence and dignity. GBB offers good service as its baseline, not the aspirational benchmark.
• Align with school values. GBB is not about monetising relationships; it’s about serving diverse needs.
• Communicate clearly. Parents must understand that choice is about fit and preference, not status.

Implementation principles

1. Grounded in values. The goal is deeper engagement, not revenue.
2. Respect all families. No family should feel they are getting a ‘lesser’ experience.
3. Start small. Pilot in one area—events or communications—and iterate.

Designing Offers: Practical Approaches for Schools

To operationalise GBB thinking, schools can explore several tangible options:

• Price-differentiated packages. Offer bundled options where additional services (such as enhanced reporting, co-curricular coaching, or extended pastoral care) are available through opt-in packages.
• Upgrade and downgrade flexibility. Allow families to adjust their level of service or involvement across the school year to match changing needs and circumstances. Flexibility enhances parent satisfaction and loyalty.
• All-inclusive fees versus add-ons. Provide parents with clear choices between comprehensive, all-inclusive fees and a base package with optional add-ons. This gives families agency over how they allocate their budget.
• Transparent value articulation. Clearly communicate what is included at each level and why it matters, helping parents feel informed and respected in their choices.
• Campus-specific offers. For schools with multiple campuses, consider differentiated offers aligned to campus strengths and community expectations.

These approaches help ensure that choice is practical, transparent, and value-aligned—not arbitrary or divisive.

A strategic asset for the decade ahead

Many schools are facing tightening financial realities and changing parent expectations. Differentiated parent experience can be a quiet engine for loyalty, reputation, and retention—a strategic asset that pays long-term dividends.

It is not about creating tiers of families. Please don't read this article and think, "Should we provide lapel pins for our students to designate which package they pay for?". It is about honouring choice, respecting diversity, and strengthening community fit.

And in a competitive and uncertain landscape, that may be one of the most valuable investments a school can make.