Turning a Struggling Montessori’s Small Size Into Its Biggest Strength

Summary

Minnetonka Montessori had decades of success but was being overlooked in a crowded preschool market. I repositioned its small size as a unique strength, refreshed its messaging and website, and helped parents tell the story. The result: a multi-year waitlist and renewed demand for a school rooted in deep relationships.

Problem

Minnetonka Montessori, a single-room Montessori school with over 50 years of history, was struggling to fill its classroom and stay in business. Unlike larger preschools in the area, it didn’t have the same visibility, marketing resources, or perceived prestige. Parents were overlooking its unique value, leading to under-enrollment and financial strain.

Solution

Instead of trying to compete with bigger preschools, I reframed the school’s biggest weakness—its small size—into its greatest strength. The messaging became “It’s Good to Be Small”, highlighting how the school’s intimate environment offered benefits that larger schools couldn’t match.

Interviewed Parents & Teachers – Collected testimonials emphasizing the deep relationships, continuity, and individual attention that only a small school could provide.

Developed a New Website & Photography – Captured the warmth and engagement of the school in a modern, compelling online presence.

Refined the School’s Positioning – Positioned the school as intentionally small and selective, highlighting:

  • Only 20 spots available → Exclusivity increased demand.

  • Deep teacher-student relationships → Multi-year continuity nurtures social, emotional, and intellectual growth.

  • High parent involvement → A true community, not just a school.

  • Low operating costs = Affordable tuition → A unique mix of quality and accessibility.

Results

  • Enrollment flipped from empty spots to a multi-year waitlist in just one year.

  • Increased demand revitalized the school, allowing it to thrive for several more years.

  • Parents and teachers embraced the new identity, reinforcing the message in their own networks.

Takeaway

Instead of trying to be like bigger competitors, I leaned into what made the school unique. By identifying and amplifying its true strengths, I helped transform Minnetonka Montessori from a struggling institution into a highly sought-after preschool with a waitlist.

Final Chapter

After 65 years of serving families, Minnetonka Montessori closed when its longtime teacher retired—a bittersweet but fitting ending to a school that thrived on deep relationships and continuity.