Covid exposed parents to learning, and parents were both amazed and disillusioned.

They were amazed at the patience and self-control required by educators to handle a classroom of kids.

They were disillusioned by the inability to personalize learning for a class of 20+ students.

What are the consequences of the latter?

More than ever, parents have split schooling into two categories: childcare and education. They are unwavering about the need to send kids to school for childcare, socialization, emotional wellbeing, and character-building.

But they are more skeptical than ever about schools' ability to recover and supercharge math and English skills in large classrooms.

Here are 3 pieces of evidence:

✔️ We ranked our June, July, and August ads in terms of conversion rate, and guess which ones came out on top? The feature-focused ones, meaning the ones that promise specific, actionable competency building (ie. Our tutors will give your child: simple digestible learning frameworks in maths & English, tailored student improvement plans, balanced homework, challenging but not too hard, increased motivation & absorption rates, deep and layered writing abilities, razor-sharp mental arithmetic frameworks, enhanced confidence & calm thinking under exam pressure, improved grades & ability, a kind and caring stable community of mentors and peers).

✔️ Every tutoring program we are working with is exploding in terms of growth! Parents are seemingly willing to increasing their spending on concrete, measurable competencies in maths and English.

✔️ Parents are more informed and involved than ever about your curriculum and teaching methods. The inquiries we are seeing from all over the country are full of sophisticated questions such as:

  1. How does your school evaluate the quality of a curriculum?
  2. What specific math sections will they be covered in their grade level?
  3. What books will students be reading in ELA?
  4. Will students have to produce evidence-based writing?

I am not arguing in favor or against this split in parents' minds.

I am of the belief that learning and emotional wellness are necessarily integrated.

But the fact remains that parents now see the two as distinct benefits.

So to avoid becoming a mere childcare service, you'll need to reconvince parents about the quality of your educational programs.

I know how important in-person learning is in terms of both SEL and whole-child development. I would advise you, however, to focus all your efforts on persuading your parent community about the quality of your maths and English programs.